Le Petit Paris

• 1 слайд

  
  « Le Petit Paris »
  Part II
  The french
  de luxe delicatessen
  Richard Fauvel Malgorzata Marciszewska
  Mikafui Akrobotu Elodie Lenesley
  
  

• 2 слайд

  Highlights
  
  Luxury sectors in Russia
  gastronomy and alcohols
  jewelry and clock industry
  automobiles, boats and planes
  fashion and accessories
  hotels and decorations
  
  Russian Perception of quality :
  Based on scarcity and exclusiveness
  Prestigious shops : high class products
  Brand
  Price
  
  
  
  www.comitecolbert.com/Etude : La perception du luxe en Russie
  
  

• 3 слайд

  Russian perception of french gastronomy:
  
  essential component of french culture : good food and good wine
  
  Idea of an expensive meal : french cuisine
  
  
  
  
  
  www.comitecolbert.com/Etude : La perception du luxe en Russie
  
  

• 4 слайд

  4
  S W O T Analysis
  Opportunities
  High demand for french luxury products
  2010 : French-Russian year
  Increasing purchasing power & rich population
  One of the most attractive wine markets in the world
  Rapid devlopment
  
  
  Strenghs
  Inovative concept with luxury products
  High quality products
  Best suppliers and employees
  Alliance with a local partner
  
  
  
  
  
  
  Weaknesess
  Company unknown
  Lack of experience
  Limited capital
  No reputation established
  Language barrier
  
  Threats
  Restrictions on transborder data flows
  Protective country
  New entrants
  Luxurious sector guided by reputation
  
  

• 5 слайд

  The alternative market entry strategy
  

• 6 слайд

  Strategic alliance
  We will set up an alliance with a Russian company in order to shore up our weaknesses and increase competitive strengths.
  
  This partner will have 33% shares in our company.
  

• 7 слайд

  The different partners possible
  Luxadvor
  
  
  Novikov Restaurant Group
  
  
  

• 8 слайд

  Luxadvor
  Luxadvor is a holding of the Russian group OPK belonging to Sergueï Pougatchev
  Luxadvor is a subsidiary specialised in lux products
  Luxadvor acquired the group « Hediard » in 2007
  Sergueï Pougatchev is a major political actor and banker in Russia
  
  http://www.francesoir.fr/economie/2007/10/13/hediard-restera-une-marque-francaise.html
  http://eng.opk.ru/
  
  
  
  
  
  

• 9 слайд

  Novikov Restaurant Group
  
  Line of business : Luxury Restaurants
  Arkady Novikov is a major actor in the food industry in Russia
  He has good media contacts and could help us in communication
  Arkady Novikov has capital to invest, he spent 3 million euroswhen opening the « Hediard » grocery in Moscow
  
  http://eng.novikovgroup.ru/group/group/
  http://www.eligne.com/60-moscow-luxe-consommation-russe.html
  

• 10 слайд

  TARGET GROUP
  Main target:
  Wealthy Russian people => 6% of Russian population , 88000  Millionaires
  Target age group: 38 – 62 years (Citizens from the big cities)
  Increasing buying power: 20 to 40 % per year by sector =>big potential for our products
  Secondary target:
  Diplomats
  Foreigners
  Tourists
  
  Sources:
  FORBES
  www.eligne.com
  

• 11 слайд

  The capacity to build brand equity
  Brand Awareness
  Perceive Quality
  Brand Association
  Brand Loyalty
  11
  Source: The Chartered Institute of Marketing, 2003
  

• 12 слайд

  MARKETING MIX
  Product
  Place
  Promotion
  Price
  
  

• 13 слайд

  PACKAGING COMPONENT
  Trademark :
  
  
  
  
  
  Brandname : «Le Petit Paris »
  Price : High priced products
  Quantity : Alcohol content & weight
  hazards of transport
  * Drops and impacts
  * Compression forces
  * Vibration
  * Climatic variations
  Colours : Pink, Black, Violet, Wine, Gold….
  Respect environmental concerns
  
  

• 14 слайд

  Product Adaptation
  All products are required to have labeling and relevant information in the Russian language
  Wine :
  Product’s name
  Manufacturer’s name, trademark and location
  Food additives
  Storage conditions
  Expiry date
  Health hazards (children, teenagers, pregnant women..)
  
  
  

• 15 слайд

  Packaging
  Product information must be placed directly on the package in a convenient location. 
  

• 16 слайд

  PRODUCTS
  The celler
  

• 17 слайд

  Savory delicatessen :
  

• 18 слайд

  Sweet Delicatessen:
  

• 19 слайд

  Chocolates
  
  

• 20 слайд

  Macaroons :
  

• 21 слайд

  Confectionary
  

• 22 слайд

  Cheese
  

• 23 слайд

  
  
  Bakery :
  

• 24 слайд

  Other items
  

• 25 слайд

  SERVICES
  GIFT IDEAS
  
  
  CATERING SEVICES :
  

• 26 слайд

  PLACE
  Manufacturer
  Grocery
  
  Retailer (Le Petit Paris)
  
  
  E-commerce
  Customer
  

• 27 слайд

  Manufacturers
  Wine: french manufacturers
  Champagne : Viot &Fils
  Confisserie & gifts ideas : The Laduree Paris
  Foie Gras : Georges THIOL, Mayenne
  Cheese: french manufaturers
  www.champagne-viot.com
  www.laduree.fr
  

• 28 слайд

  Lux Grocery
  Surface :120 m², sophisticated design: wine, black & gold
  attractive display of products on the shelfs
  3-4 tables for monthly Sunday Breakfast
  Bakery
  Opening hours
  Monday-Friday 10 a.m. -19 p.m.
  Saturday 9 a.m.-17 p.m.
  Sunday 9 a.m. – 12 a.m.
  
  

• 29 слайд

  
  
  
  - Street « Arbat »
  
  
  
  
  
  
  Pedestrian main street, meeting point of the
  tourists and rich consumers.
  
  The best place to be in Moscow
  

• 30 слайд

  E-Commerce : Internet Shop
  Facilitating relationship building
  maintenance in new ways
  Relatively low set-up cost
  Gives flexibility in developing our delicatessen
  Internet has the world’s second growth rate in Russia
  www.petitparis.ru
  
  
  Source: www.eligne.com/43-internet-russe-croissance-mondiale.html
  

• 31 слайд

  LEPETITPARIS.RU
  
  Мренда
  

• 32 слайд

  LOGISTICS
  Pick up point in Russia
  In charge of transport from France to Russia,
  Storage place in Russia
  In charge of supplying
  
  
  
  
  
  
  

• 33 слайд

  COMMUNICATION
  Objective :
  Brand awareness and brand image
  
  
  Message :
  Combining luxury, elegance and modernity
  
  
  
  
  
  
  

• 34 слайд

  Advertising
  
  - Media : Newspapers, magazines, radio, our website (www.lepetitparis.ru)and other websites, billboards, TV ...
  We intend to inform and persuade .
  
  - two basic aspects of advertising :
  
  The message (what we wantto convey)
  The medium (how we get our message across)
  
  

• 35 слайд

  Sales Promotion (Push strategy)
  
  Opening ceremony with renowned people
  
  
  
  Our originality :
  
  Master-class : Training day our french technical know-how
  
  Wine tasting session and other products. (4 times a year)
  
  Monthly Sunday morning french breakfast
  (about 15-20€).
  
  
  
  
  
  
  
  
  

• 36 слайд

  Objective
  
  To familiarise customers (especially Russians)
  with french products.
  « eg: The consumption of wine.
  
  In general non french consumers ignore the way wine is served : which temperature, in which glass ….
  
  Source : www.eligne.com
  

• 37 слайд

  Sponsorship :
  
  -Olympic winter game in 2014
  
  To be a sponsor of the JO.
  Action : to implant one shop in Sochi around 2012
  

• 38 слайд

  PRICE
  

• 39 слайд

  Overall price strategy
  Skimming pricing
  Objective : reach the segment of the Russian market that is relatively price insensitive
  Wealthy Russians are willing to pay a premium price for the value received
  This price strategy will be efficient because in Russia there are only two income levels (rich and poor)
  
  
  
  
  

• 40 слайд

  Justification of the skimming pricing strategy
  Functional benefits
  The high price is an indication of good quality
  Psychological benefits
  They believe it is a sign of self worth - "They are worth it" - It authenticates their success and status - It proves to others that they are a member of an exclusive group;
  Social benefits
  They will show to others that they have a high social class
  
  
  
  
  

• 41 слайд

  How to set up the price
  

• 42 слайд

  The cost plus pricing of our champagne
  
  Manufacturer price net: 30€
  
  Costs :
  Freight and transit cost : 15%
  Custom duties : 20%
  Other fees : 10%
  Total cost : 13.5€
  
  Margin : 30 % / 13.5€ / 542 Roubles
  Selling price :57€ / 2,289.70 Roubles
  
  http://www.russian-customs-tariff.com
  http://www.customs.ru/en
  

• 43 слайд

  Pressures on price and tax problem
  Pressures on price:
  The exchange rate fluctuation between EU and Russia is quit important
  Currently the exhange rate is : 1€= 43,29 RUB
  Inflation is quite high in Russia, in 2009 the rate was 16%
  
  Tax problem:
  We will make all the benefits in Russia, as our company is incorporated in France we will have to pay tax on our dividend flow.
  http://www.ccopera.com/
  

• 44 слайд

  MANAGEMENT ORGANIZATION
  

• 45 слайд

  Business Plan