Pineau des Charentes : « Château de Beaulon » Launching the product in Romania

Résumé du document

Pineau des Charentes is regional French aperitif, made in the departments of Charente and Charente-Maritime in western France. Whilst popular in Charente, it is less well-known in other regions of France and somewhat uncommon abroad. But still, 25% of the production is exported to countries such as Belgium, Canada, Taiwan, USA, Denmark or Germany. It is a fortified wine (vin de liqueur), made from the blend of unfermented grape must and Cognac brandy. Château de Beaulon currently produces Cognac under the firm 'passionate control of Christian Thomas' and has been producing Cognac for it for more than forty years. It has become synonymous with exceptional quality, be it at home or abroad. The Cognac is produced from a single vineyard, unique in the Charente region and registered in the cadastral register under the Beaulon estate, as such guaranteeing the authenticity of the chateau. Here, I want to introduce the specifics of the company and its market and see in which dimension it could be possible to export it to Romania.

Extraits

[...] Porter's 5 forces analyze Potential entrants: Weak, as a kind of luxury product it is quite hard to penetrate the market. There are many barriers to penetrate the market: Your vineyard needs to be on a special area to have the appellation (as it contains some Cognac). The recipe is hard to master and it's hard to make a good Pineau, like for every wine in general. If you start from nothing the investment is quite big as you need the vineyard and all the process equipment. [...]

[...] So it's not a product for daily consumption but something which you use more for special opportunities. In its country of origin you can find Pineau des Charentes in supermarkets mostly because you have different categories of this spirit. Indeed the basic or low quality one is available everywhere but the one made by Chateau de Beaulon is only available in the chateau or in specialized shop. In the case of exporting the product in Romania, this one, even if difficult at first sight can be possible. It can be successful for different reasons. [...]

[...] Industry competitors: The direct competition is very high at a local level as it is a regional product and locally produced. But at a wider level the competition is usually smaller as only the big brands are able to export because of what it costs. Sales Analysis According to the figures from 2007, at the end of April liters of pineau of the Charente were sold in mass-market retailing, with a progression of in value. In the same time, the market of aperitifs recorded a drop of still in value. [...]

[...] Suppliers: Weak as usually the owner of the Château possesses the all process of production from growing the grapes to the final steps and the bottling. Buyers: Here we have to distinguish two categories of Pineau. First of all the “high quality” one which is usually not sold in supermarkets such as Carrefour or Cora but more in specialized shops. Second of all, the one, usually more affordable for the mass, you can find it in any shop from 7 to I think in the case of a product you can easily integrate a shop as your reputation will be good and the retailer will be on one hand proud to count you among his collection. [...]

[...] Pineau des Charentes : Château de Beaulon Launching the product in Romania Summary Introduction 3 Situation Analysis 3 Environmental analyze 3 Sales Analysis 4 SWOT Analysis 4 Conclusion Introduction Pineau des Charentes is a regional French aperitif, made in the departments of Charente and Charente-Maritime in western France. Whilst popular in Charente, it is less well-known in other regions of France and somewhat uncommon abroad. But still of the production is exported in countries such as Belgium, Canada, Taiwan, USA, Denmark or Germany. [...]