International Marketing: the Bergamote of Nancy (06/2006)

Résumé du document

The use of the essential bergamot oil in Lorraine has gone up in the 19th century. The tradition reports that it was introduced in 'Nancy' by King Stanislas Leszcynski, as a perfume. Then 'Bergamote de Nancy' was born in 1850 due to the talent of Jean Frédéric Godefroy Lillich, a confectioner. It mixes the gasoline of bergamot with sugar, which will confer on a candy, thus creating, a characteristic taste. At the end of the 19th century, the creator of 'Bergamote de Nancy' manages to find better flavours for bergamot in ebullient sugar. Then the fame of the candy would not cease growing. The small girls of Stanislas made known this delicacy at the Court of France. Today, its framework of manufacture has extended until the south from Lorraine, and profits from a label certifying its authenticity. Since more than one century, 'Bergamot of Nancy' has become, with macaroons and the quiche, a Lorraine speciality whose reputation exceeds the national borders today.

Extraits

[...] This is why as of on June the Bergamots of Nancy received the European label. Key words Bergamots of Nancy; confectionery; regional speciality, craft industry Possibilities in Germany As we can observe in the two tables, Germany's population is the second country in the world in terms of confectionery consumption. In this country, it is in the culture to consume confectionery. It means that the market is very powerful in this country. A second observe is the fact that since 1980 the Germany's market of confectionery consumption has increased by more than 30%. [...]

[...] Being a traditional and artisan product, there is not mark strictly speaking for this product. The majority of the confectioners of Nancy and its area market bergamots, just as great surfaces of the Lorraine area. On the other hand, there are not industrial producers for this delicacy. Consent of one of the confectioneries from Nancy, it remains nothing any more but three or four artisan confectioners to make them even the candy; the large one of the production is made by two or three large houses, which, although artisan, make Bergamot in great quantity and diffuse it in all the no producing confectioneries of the area. [...]

[...] It seems that there are two different modes of production of bergamot: on a small scale in which the candy is intended to be marketed by the craftsman who produced it; another him also artisan but on a large scale intended to be widely diffused in a vast distribution network; then, there is a great difference in price according to the source of candy; finally, there is a great variation between the dates of conservation of the delicacy. Accreditations When a product acquires a certain reputation, like Bergamot of Nancy, it is not rare that products of imitation usurp its name. This unfair competition discourages not only the producers but also induced the consumer in error. To prevent that that does not occur, there are beneficiation and agro alimentary product protection systems. The regional label offers same qualities as the red label, the difference coming primarily from the regional characteristics which are added to the products. [...]

[...] The opportunities are the level of the growing confectionery market in Australia. They are not the most consumers of confectionery but the market always develops itself. Threats are the concurrence existing in Australia on this market as we can find American confectioneries, which are not so qualitative but more present in quantity and more known. Conclusion As a conclusion we can say that it would be easier to penetrate the German market than the Australian one. Indeed, France has more economic agreements with Germany and these kinds of products are more known in Germany than in Australia. [...]

[...] Maybe tourist bought it because it is a real French product that we don't find in another place than in France. Opportunities are the good relationship between France and Germany in order to export. Moreover the market is a very powerful one. Consumption and projections of growing are good. Threats are that even if the German market is a very strong one, there is a high concurrence. We can find many types of confectionery in Germany. As the product already exists and as the market already exists too it's a market penetration and it's so difficult to penetrate a market. [...]