Marketing plan: Roquefort Papillon

Résumé du document

Roquefort Papillon cheese is very famous in France. Because of its reputation it can gain popularity in other countries very quickly. Roquefort Papillon wants to develop its image as a brand in different countries to increase its market along with its sales figures. This product will be a dairy product for the entire family. Roquefort Papillon Company will collaborate with the supermarket Albert Heijn, the retailers for open markets and the restaurants. This allows Roquefort Papillon to increase the sales.
Because Roquefort wants to develop its brand in different countries, they decided to develop the already existing image for its cheese also in the Netherlands. Due to the fact that the Dutch society has high cheese consumption, it will be relatively easy to introduce a new kind of cheese which is very special and highly different to the Dutch cheese.
The originality of the presentation, the taste and very attractive price will be the three principal advantages of Roquefort Papillon cheese.

Extraits

[...] However, they normally dress up for events like special occasions like marriages and funerals as well as for formal events such as job interviews. Dutch people like debates. When they debate they are extremely honest and they expect the same open minded attitude from you. To reach consensus in debates is important to the Dutch. They try to find compromise. Honesty and straightforwardness are an essential part of doing business in The Netherlands. Consequently, when you really want to say tentative answers such as “I'll consider “We'll or “Perhaps” are not acceptable to the Dutch. They prefer a candid no. [...]

[...] This allows Roquefort Papillon to increase the sales. Because Roquefort wants to develop its brand in different countries, they decided to develop the already existing image for its cheese also in the Netherlands. Due to the fact that the Dutch society has high cheese consumption, it will be relatively easy to introduce a new kind of cheese which is very special and has a high differentiation to the Dutch cheese. The originality of the presentation, the taste and a very attractive price will be the three principal advantages of Roquefort Papillon cheese. [...]

[...] A typical stretcher weighs in around 160 kilograms and is carried by two porters. Merchants takes sample of the cheeses and decide on a price using a barter system called handjeklap, literally clapping hands. Edam Probably the most popular cheese market, and Edam cheese certainly seems to be the most popular Dutch cheese available outside of mainland Europe. If you do not mind the fact that you will be in a town with a population which has only three surnames, and which is notorious for people operating outside of the tax system, then this is the place to be! [...]

[...] Market strategy 4P Product Roquefort Papillon is made in Aveyron in the South of France. It is certainly one of the most famous cheeses in the world . Description: Roquefort Papillon Noir owes its fame to its green and blue marks and to its special taste coming from both the quality of the ewe milk used and the use of traditional techniques. Product modification and adaptation In order to let the customer know what they are purchasing we need to translate the language in Dutch language. [...]

[...] These are to be found in the places Alkmaar, Gouda, Edam and Woerden, although only the latter is a true cheese market. The first three are really only demonstrations of how traditional merchant cheese markets used to be run in the middle ages. These shows are today surrounded by stalls selling all things traditional to the Dutch culture, including cheese of course. Alkmaar The cheese market is held every Friday morning between 10 and 12 from the first Friday in April until the first Friday in September. The goings-on are explained in Dutch, German, English and sometimes Japanese. [...]