INTERNATIONAL MARKETING
ASSIGNMENT
COUNTRY- FRANCE
Members-
Nayomi Amaria A005
Daksh Badaya- A006
Simona Bansal- A007
Vipasha Bavishi- A008
PESTEL ANALYSIS
STARTING A BUSINESS IN FRANCE
Newspaper announcement
Insert your multimedia content here
TEA INDUSTRY IN FRANCE
France ranks fourth in tea consumption at 15,000 metric tons with a relative 230 grams per capita
Big european market for herbal and specialised tea specially after the Covid times.
It is the most selective specialty tea market in the West according to French and foreign tea market experts
A vast network of high-end tea bars, to be grafted onto a well-known coffee shop chain, is currently being planned. This is expected to generate a significant increase in sales volume of specialty teas and will certainly favorably impact consumer perception leading to market growth.
Tea Industry in France
Tea drinkers are ready to put more money on tea. They prefer buying in specialized shops where they can have advices, and an elaborate products staging. Responding to the new trends of the market, specialized networks know a strong growth when sales of mass market retailing decline for a few years.
Europe depends on imports from producing countries.
India Accounted for 11.3% of tea to Europe in 2015 and has gradually increased.
STEPS FOR OPENING A CAFE
Checking for the presence of competitors, established premises
List of business needs, suppliers, units of items to be produced to cover costs
The cafe must conform to the prescribed standards followed by regular checks
Seasonal or permanent staff
LOCATION
FINANCIAL PLAN
LICENSES
STAFF
LEGAL REQUIREMENTS
Hazard Analysis Critical Control Point-
Training for hygiene standards for professionals
Direction Départementale de la Cohésion Sociale et de la Protection des Populations-
License for making and serving non-veg food
Direction Départementale de la Population
Checks whether the kitchen is upto professional standards
SACEM-
License for playing music whether live or recorded and covers artist copyright
Rural Payments Agency-
License for import/export of agricultural products
Authorization from the Mairie-
For using terrace space for seating customers
Inform the local inspecteur de travail-
When recruiting staff, make a list of working hours and rest periods
Registre des pourboires-
Details of the amount of tips received by staff
Regular inspections by local authorities-
City Hall- location, timings
Fire Department- fire safety requirements
BRAND NAME AND BRAND VALUE PROPOSITION
Brand name: L’esprit de l’Inde which means The Spirit of India.
Brand value proposition
Meaning:
Brand value proposition is a statement of functional, emotional, and self-expressive benefits delivered by the brand that provides value to the customer. An effective brand value proposition should lead to a good brand–customer relationship and drive purchase decisions.
Logo of L’esprit de l’Inde
-The Spirit of India
Some pictures of L’esprit de l’Inde
PRODUCT MIX
1
Segmentation- 1. Local residents
2. Tourists
Targeting-l'esprit de l'inde will provide the middle-class community with a place to socialize, indulge themselves with fine teas and savouries, and find unique Indian flavoured biscuits and tea for gifts. For tourists, it will be a destination stop in their tour of the town, whether as a break from shopping, a warm-up visit after sightseeing or a place to buy unique gifts as souvenirs of their holiday.
Positioning- On the basis of product characteristics
PACKAGING
FOR TAKEAWAYS
LABELLING
PACKAGING & LABELLING STANDARDS
TYPES OF LABELS USED-
Replaced the AOC, used in the entire European Region.
Guarantees superior product quality.
For products mentioning geographical origin and the way it’s made.
For products that are not entirely produced in a certain geographic area but are linked to a region.
Indication Géographique Protégée-
Appellation d'Origine Contrôlée-
Appellation d'Origine Protégée-
Label Rouge-
Spécialité
Traditionnelle Garantie-
Agriculture Biologique-
For products where ingredients/ methods of production guarantee a traditional character.
For products manufactured using organic means.
PRICING
Pricing Strategy- Cost Plus Pricing Strategy
MODE OF ENTRY
JOINT VENTURE
What is Joint Venture?
Typically one foreign and one domestic company work together for mutual benefit with specific ownership percentages specified in a long-term contract. Companies of different countries that enter into a joint venture govern their relationship through the International Joint Venture Contract.
Why Joint Venture?
Both partners can leverage their respective expertise to grow and expand within a chosen market
The political risks involved in joint-venture is lower due to the presence of the local partner, having knowledge of the local market and its business environment
Enables transfer of technology, intellectual properties and assets, knowledge of the overseas market etc. between the partnering firms
Form of Joint Venture?
Contractual Joint Venture
Why Contractual JV for our Tea Business?
Follow the general contract law in France and with simple legal framework.
Standard code of conduct as mentioned in the Contract will be taken with the duration mentioned.
The JV will be done with a established cafe owner in Greater Paris or Île-de-France
Limited liability with shared cost and risk.
Well curated local presence with expertise in Tea Industry
Selected Location
One of the 6 mainline railway station
69 Passage Brady, 75010 Paris, France
Paris’s Little India Market
Indian Presence + Traveller’s Paradise = Perfect Location
1
3
2
4
Location: 69 Passage Brady, 75010 Paris, France
Procurement of Resources
SUPPLIERS SELECTED-
RETAIL CHANNEL
Providing ready made Tea directly to the consumers along with specialised printed kulhads from local french print suppliers.
Our Competitors
Dammann Frères
Le Temple du thé €
Kusmi Tea
Café de Flore
REGION SELECTED
Gare du Nord
PROMOTION MIX
DISCOUNT PAMPHLET
NEWSPAPER AD
INSTAGRAM & FACEBOOK AD
Promotion plan: Experiential Marketing
Merci Beaucoup
-Thank you very much!
Do visit L’esprit de l’Inde!!