BELL… OR HOW TO MAKE CHINESE EAT CHEESE!!!
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Transcript of BELL… OR HOW TO MAKE CHINESE EAT CHEESE!!!
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BELL…OR HOW TO MAKE CHINESE EAT CHEESE!!!
Fadoua EL BRIHIArnaud LAURENT
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AN INTERNATIONAL OVERVIEW
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« Bel specializes in developing and manufacturing quality, brand name cheeses enjoyed around the
world and affordable to all »
Source: www.goupe-bel.com
2) BEL’S STRATEGIC FIELD OF ACTION
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350 strategic suppliers
Milk40% in value
1,7 B/L in 2008. From GAEC or independant
structures
Packaging 45% in value
Other 15% in value
Suppliers
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Supermarkets (Auchan, Carrefour..)
International Hotels
Institutionnal organisationsFast-foods
Specialized shops (Viktor, cheese shops)
Customer
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Strong notoriety
Over 30 brands
Market adaptabilit
yPlayful
concepts
KEY FACTORS
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The festive nature of the product
no protocol
accessibility
COMPETITIVE ADVANTAGES
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Educate
Accustom the consumer
Develop loyalty
3) CHINESE FEATURES
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Level of protocol
Taste accessibility
BEL’S COMPETITIVE STRUCTURE
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BEL’S DIRECT COMPETITORS
Price
Range of distribution
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Population study: 30 chinese people/English speaking/20 -25 years olds, 10 being more than 25years old/November 2010
CHINA AND THE CHEESE CULTURE
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What kind of cheese do you usually eat ?
Parmesan gruyere
Greek cheese
Sliced cheese
Cheese consumption:1 to 2 times /month
CHINA AND THE CHEESE CULTURE
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- Cultural issue- Chopsticks vs.
flatware- Strong taste
- logistics concern
- Weak competition
- Booming market- Low labor costs
- Milk industry expansion
- Government support
BEL stakes in the Chinese market
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New components
Appropriate formats, flavors & tastes
Dairy & soft goods
Adapt BEL products to the Chinese market
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Alliance with the
government
Awareness to health Education R&D
Adapt BEL products to the Chinese market
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Marketing
Advice & demonstration
French product made in China
Design & Visual marks
Adapt BEL products to the Chinese market
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12 years in China
Soft cheese leaders
Distribution
channels
PIKIFOU
BONGRAIN MODEL
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BONGRAIN DISTRIBUTION NETWORK
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BONGRAIN MODEL
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MILKANA
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Thank you for attention!!