Market survey about french alcohol market

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Information about Market survey about french alcohol market
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Published on February 24, 2014

Author: ClaireCoquinot

Source: slideshare.net

21 April 2013 Shooteaz’ Market Study Baston Nathan Buoro Florent Coquinot Claire Crespin Allan Dussardier Corentin Lamarche Clémence

Summary • • • • • • • • • • • • • • • • Objectifs de l’étude Méthodologie Personnes interrogées Caractéristiques du produit Résultats de l’étude Offre Quantitative Offre Qualitative Demande Quantitative Demande Qualitative Environnement PESTEL SWOT Conclusion Recommandations Décisions Alternatives Annexes p.3 p.4 p.5 p.6 p.7 p.7 p.12 p.23 p.29 p.39 p.53 p.62 p.65 p.66 p.67 p.71 2

Objectifs de l’étude Etude de l’opportunité de lancer notre produit sur le marché français : • Quelle est la situation actuelle du marché de l’alcool? • Notre produit correspond-t-il aux comportements de consommation des jeunes français ? • Quel est le potentiel de notre produit? 3

Méthodologie • Réalisation d’une étude documentaire – ( 22 Octobre 2012 ) Sources: Etudes existantes, articles, communiqués de presse, pages Internet…) • Réalisation d’une étude qualitative à partir de 6 entretiens individuels semi-directifs d’une quarantaine de minutes (19 Décembre 2012) • Synthèse des données récoltées lors des 2 précédentes études (21 janvier 2013) 4

Respondents NOM PROFESSION ENTREPRISE NBR D’ANNEES D’EXPERIENCE TEL. MAIL M. Delgado Manager Carrefour Vaux-enVelin 25 04 72 75 15 79 laurent_delgado@ carrefour.com M. Guidé Head manager Speed Apéro Lyon 7 04 72 87 00 00 06 46 39 26 00 www.speedapero.com jordane69@sfr.fr NOM PROFESSION AGE TEL. MAIL Thibault Rémy College Student 19 06.31.39.88.31 inconnu Charles Edouard Théron College Student 18 06.22.81.62.07 Charlesedouard.theron@wanadoo.fr Igor Baston DRH 45 06 13 48 18 88 Elies Guillemin College Student 22 06.67.95.21.67 E.guillemin@yopmail.fr 5

Product Specifications • Positioning: Individual sachets of small size cocktails prepared • Segmentation : by age, socio-professional and cultural categories and consumption frequency • Target: Youth aged 18 to 35, regular or occasional users of alcohol 6

Studies Results Provides Quantitative Indirect Competitors Spirit's Market Share Ricard La Martiniquaise Pernod Bacardi-Martini Moët Hennessy Diageo Autres 7

Indirect Competitors • Cocktail’s market share leaders: – Pitterson (Marie Brizard): 65,2 % – Marques de distributeurs: 13,9 % – Old Nick (Bardinet) :11,3 % – Yachting (Slaur): 4,2 % • Cocktail’s market very confidential : Offer restricted, narrow ranges… 8

• Demand divided in 3 categories : – Still or sparkling wines (takings = 46.8% for about 60% of the amount) – Spirits (Takings = 30% for 20% of the amount) – Beers (Takings = 17.1% for about 19% of the amount) 9

INSEE Takings in France = 15,8 MM (2007) : •Spirits = 4,8 MM

Market Leaders In France • • • • Pernod Ricard Moët Hennessy Diageo Mary Brizard Bardinet Leading Products → Classic Products (Pastis, Whisky, TGV)

Provides qualitative Main points about the market • Extremely present leaders. • Images based on the authenticity • Very stable market, but not innovative.

Selling strategies • High quality products • Limited editions • New flavours to attract young consummers • Assortment diversification • Many brands organise their own receptions in trendy clubs to promote their products

Price Strategies • 3 spirituous categories – Economical – Standard – Of quality • Quality spirituous: – Targets : • Reluctant consumers about alcohol melange with soft-drinks • Consumers wiling giving for the festive season. • Available in Supermarket and Hypermarkets 14

• Idées de prix: – Whisky: – Of quality : more than 20€ each litre – Standard : about 13€ each litre – Economical : about 10€ each litre – Vodka: – Of quality : about 12.50€ each litre – Standard : about 11€ each litre – Economical : about 7€ each litre – Gin: – Of quality : about 16€ each litre – Standard : about 10€ each litre – Economical : about 8.50€ each litre – Rum: – Of quality : plus de 13€ each litre – Standard : about 10€ each litre – Economical : about 9€ each litre (2004 15

Products and sizes: • The packaging stills in glass to: 1. Maintain an imagine full of quality and traditions wich could be lost with plastic wrappings or with cans. • Mini-doses : 1. « Easier to steal » 2. « Intended for the kitchen » • Original Packaging : 1. « The packaging is changing for festive season » 2. « It’s not n extraa, excepted for collectors » • « Cocktails that « essentials » sell the most still the

Supply Beverages to be enjoyed on the spot : • Bars • Night clubs • Restaurants Takeaway beverages: • • • • • Supermarket grocery Home delivery Caterer Ambulant sales

Consumption tendency 18

• On the spot: – Decline of the consumption about the drinks outputs in favour of an at home consumption – 58% of french declare that they only consume alcoholic beverage at home. 19

• To takeaway: – Supermarkets/Hypermarkets: • Linear placement, orders and nationals special offers. • Rising of discounts – Delivery • Reasons to be delivery : – «in a hurry, rapid solution» – « security reason about the risks in moving in an inebriated condition » – « more flexible hours than the ones of Supermarkets and Hypermarkets » 20

• Internet: • Internet = future market Currently being developed • Bad for new products 21

Résultats des études 22

Demande quantitative • L’alcool est la substance psychoactive la plus consommée en France • Parmi les 12-75 ans : • 42,5 millions d’expérimentateurs • -9,7 millions d’usagers réguliers (> 3 consommations/semaine) • - 6,4 millions d’usagers quotidiens • Demande en forte décroissance . 23

24

Les jeunes, entre 17 et 25 ans: •Les 17/25 représentent 12,5 % de la population française. •A 17 ans, l’expérimentation de l’alcool est presque totale : 92,6 % des jeunes ont déjà consommé de l’alcool. •L’usage régulier (10 consommations ou plus au cours du dernier mois) diminue. 25

•10 verres ou plus en une occasion au cours du dernier mois •Majoritairement masculin, 13,6 % des garçons face à 4,0 % des filles. 26

• La consommation quotidienne est inférieure à 2 % pour les jeunes. • Cependant le « Binge Drinking », qui consiste à boire au minimum 6 verres par occasion est très répandu : – Environ 55 % des jeunes hommes le pratiquent 1 fois par an, 35 % une fois par mois. – Environ 30 % des jeunes femmes le pratiquent 1 fois par an, 10 % une fois par mois. =Pas de consommation quotidienne mais forte consommation occasionnelle chez les jeunes 27

Qualitative demand • Buying influences: – Price ex: « les gens font leurs cocktails eux-mêmes : c’est moins cher »  « Le principal facteur d’achat est le prix, et en tant qu’étudiant, je dois faire  attention. » – Penalisations due to alcohol consumption – the packaging: really weak influence « C’est l'habitude et le packaging qui me font acheter un produit » « pas persuadé que le packaging apporte un plus, à part pour les  collectionneurs » -Degree of alcohol in drinks 28

• Old people( < 65 years) : – Daily alcohol consumption is really high , more than 60% of young people admit to drink at leadt one glass each – the « binge drinking »is chowever way less speaded : • 30 % of men do it once a year , 20 % once a month. • 10 % of women do it once a year, 5 % once a month . 29

• Reasons to buy cocktails : « les  gens qui achètent leurs cocktails sont  ceux qui invitent et qui ne savent pas quoi  offrir à boire » 30

• Consumption behaviour youngs: • Young people drink alcohol in order to reach drunkeness, but alcohol also participate in : • Socialisation • « J’ai tendance à beaucoup plus boire lorsque mes potes sont chez  moi.  » – Membership to some groups • « Personne ne boit autre chose, je suis la population. »  31

• Alcohol is really present during parties. – Those parties are pretty recurrent ( 1 to 4 a week) • The type of alcohol is different depending on the parties: • « Lors de petites soirées, je consomme plus de bières ou  de rosé, alors que lors de plus grosses soirées, je  consomme plus facilement des alcools dits forts. » • Reduction of the consumption in  the quantities because  of the price and the penalisations  • Home consumption  32

• Format d’alcool: • « J’apprécie le principe de shooters, qu’on peut utiliser dans  des jeux d’alcool. » • « J’aime particulièrement boire des shooters dans des bars » • « Je fais mes cocktails moi-même après avoir  bouteille » acheté une  33

Older people: • • • • Drinks by culture and habit less quantities but more frequent Less sensitive to the degree of alcohol More sensible to the taste 34

35-50 years: • motivation to the consumption: – By custom during parties with friends – To relax and forget the stress accumulated during the week of work • « Je consomme plus pendant les fêtes de famille. »  • More careful, moderate and reasonnable but also more suspicious: • « il n’est pas rare que des soirées alcoolisées dégénèrent avec de la violence. »  • « L’alcool aurait tendance à me rendre malade au-delà de deux verres alors cela  n’améliore pas la fête. » • Regular consmption but not daily 35

• reluctance to the consumption  Price  reluctance to the consumtion out of the house  Many organisms try to reduce the consumption of alcohol (ex: accidents; campagns of road prevention  reluctance to the buying of cocktail :  «Je fais mes cocktails moi-même après avoir acheté une  bouteille »  36

• Motivations:  Conviviality of alcohol  Search of drunkeness for young people, Pleasur or custom for older ones, relax  Concum cocktail: conviviality  « l'esprit cocktail c'est la convivialité »  Mini dose and shooters : for alcohol games 37

• Motivations to get delivered :  « emergnecy, fastest solution »  « security reasons: reduce the risks of being drunk on the street  « flexible schedule, different from malls ones 38

PESTEL Analyzis -Political environment p.40 -Economical environment p.42 -Social environment p.45 -Ecological environment p.50 -Legal environment p.52 39

Political • Spirits = 20% of alcohol market 40 = 65 & 80 % of fiscal receipts

• Taxes Fillon (2011) : → Increase in taxes on the spirits • New taxes are expected in the next years 41

Economical • New way of consuming alcohol because of  The economic and financial ( inflation and decrease in the purchase)  Prohibition of smoking in the public places (bars, restaurants, ...) 42

• Consequences: – Decrease in the consumption but a better quality consumption • « Consume less but consume better » – consumptions more occasionnal ( slight increase during the festive season) – The alcohol market become premium – « The consumption is more and more a pleasure tasting » JP. Lacarrière – Consumption at home 43

Diagram representative of the alcohol consumption places in France in 2011 44

Social • Conviviality symbol : Alcohol = Party → Linked with happy events: success, wedding, birthday… • A part of the french cultural heritage and lifestyle → France = one of the biggest consumer of alcohol in the world 45

• Trends: – Bars and Clubs create the brand identity and create demand: they are responsible of trends « the night public launches trends » • Trends : – « binge drinking » (drink to reach drunkeness quickly ) – Personalization of products & small share – Cocktail trend: considered like an art and popularized in the same time 46

• Increase in the perception of dangerosity of the alcohol Percentage of people judging that drug consumption is dangerous for the health from the first consumption 47

• Increase in the prevention against excessive consumption risks – More than a third of French declares paying attention about their consumption for the following reasons  Health : 73 %  Security : 59 %  Fear of the policemen: 49 % 48

• A part of the population never consume alcohol  Pregnant women: not recommended  Some religions: alcohol forbidden     Examples :  Islam Mormon 49

Ecological • Bio trend :  A wish of a environment respectful production  Ex:Signature of an accord in the framework of the Grenelle law by the French Federation of Spirits  Objective : reducing the packings • But the consumer isn’t receptive at the environment impact 50

• Small share: increase in wastes and pollution • Possibility of biodegradable shares • But, biodegradable shares will increase price for the producer and the consumer 51

Legal • Laws :  Distribution in bars, restaurants, supermarkets → need a 5 category licence  Public drunkeness and highway code → no driving in state of intoxication  Prohition to sell alcohol to minors → 90 % of French are in favour of the prohibition to sell alcohol to minors  Prohibition to sell alcohol after 10 p.m. → need a sell licence   No smoking in public places No publicity on TV and publicity very controled on other medias →la Evin law 52

Swot • • • • Strengths Weaknesses Opportunities Threats p.53 p.55 p.58 p.60 53

• Strenghts of our product : – Matches to types of products today research by young consumers→matches to a demand – Innovative product, no direct competotorst – Product associated to conviviality, party,… – Alcohol production and consumption belong to french way of life – Could to be sold to a drinks deliver – Practical product which could be appreciated by young people – Affordable prices – Can ride the wave of a tendency 54

• Weaknesses : – Alcoholic drinking are considered as dangerous, such as a drug – Product very taxed – Distribution limited to bars which havea licence – Distribution limited to persons of majority age – There are absolute non-consummers (muslims) – Pre-dosage : some people prefer to mix the alcohols in the correct proportions themselves 55 – Can increase the competition between the drinkers

– Increase of plastic waste (opposition to the ecological tendency) even if young people don’t really pay attention to recyclable packings – Small life cylce of the product if we ride on a short-time wave tendency – Contradiction between mini dose and cocktails more friendly Cocktail : conviviality Mini dose : individual 56

– Would require a lot of ads and communication at the launch to become known – More difficult to become known on the Internet – Small size cost more to be produced : = higher selling price – Competition between leader brands on the market impossible to protect the concept (already exist) : warning ! Brands can steal the idea !” 57

• Opportunities : – New ways to drink alcohol – Cocktail tendency – Request of individually dosesDemande de doses individuelles – Spirit market is rather stable in spite of threats – « Binge Drinking » tendency – The french market is the biggest about alcoholical drinking in the world 58

– Price increase in bars and restaurants – Consumption more and more at home – Tendency of the personalisation – Passion for ecology : production of biodegradable bags • = ride on wave of today market trend → bigger opportunities 59

• Threats : – New laws and/or decrees which limit the distribution – New taxes – More and more prevention – Brands can steal the concept because it’s impossible to protect it (to patent) 60

Suggestions d’améliorations du produit: • “réaliser 3 gammes de degrés d’alcool différents : soft, médium, hard” • “dans le sachet mettre seulement des boissons types shooters et non des cocktails types long-drink” • “mettre plusieurs parfums dans un même pack” • “faire tester les produits aux consommateurs avant tout lancement” • “gros travail à effectuer sur le ressenti du consommateur” 61

Conclusion • MARKET : – Marché stable en valeur même si légère baisse des ventes en volume – Peu novateur – Consommation de plus en plus chez soi – Marché très taxé et réglementé 62

• COMPORTEMENTS DE CONSOMMATION: – Consommation régulière en soirée – Correspond aux tendances cocktails, shooters et binge-drinking – Très sensible aux prix 63

• POTENTIEL : – Produit peut surfer sur des phénomènes de mode – Potentiel réside dans son prix inférieur à ses concurrents – Cible très limitée – Difficile de s’imposer, de se faire connaître face aux marques leaders 64

Advices • High costs of production and low sell prices : not enough profitable • High advertising and communication costs 65

Decision • We don’t lauch the product on the french market. 66

Alternatives • Service de commandes sur Internet : – Positionnement : • Service de commandes sur Internet de cocktails personnalisables ( ingrédient, quantités, degré d’alcool etc…) et livrables directement grâce au partenariat d’un livreur d’apéro à domicile 67

– Cible : •Client du livreur d’apéro à la recherche de personnalisation et du produit adapté en tous points à ses goûts. – Potentiel : •Se sert d’un réseau et d’une base client déjà établis. •Moins de difficultés à se faire connaître •Clients moins sensibles au prix 68

• Importation des Frost Shot (the frozen liquor shot) • Positionnement : – Glaces alcoolisées ( 10% dalcool) vendues dans des GMS en format transportable vendus avec différents parfums et différents formats( à l’unité, par 4, par 20) 69

- Potentiel : • notoriété acquise dans les pays déjà consommateurs • Diffusion large • Goûts et packaging adaptés à plusieurs cibles 70

Annexes • Guides d’entretiens • Sources 71

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