BELL…OR HOW TO MAKE CHINESE EAT CHEESE!!!

Fadoua EL BRIHIArnaud LAURENT

AN INTERNATIONAL OVERVIEW

« 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

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

Supermarkets (Auchan, Carrefour..)

International Hotels

Institutionnal organisationsFast-foods

Specialized shops (Viktor, cheese shops)

Customer

Strong notoriety

Over 30 brands

Market adaptabilit

yPlayful

concepts

KEY FACTORS

The festive nature of the product

no protocol

accessibility

COMPETITIVE ADVANTAGES

Educate

Accustom the consumer

Develop loyalty

3) CHINESE FEATURES

Level of protocol

Taste accessibility

BEL’S COMPETITIVE STRUCTURE

-

BEL’S DIRECT COMPETITORS

Price

Range of distribution

Population study: 30 chinese people/English speaking/20 -25 years olds, 10 being more than 25years old/November 2010

CHINA AND THE CHEESE CULTURE

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

- 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

New components

Appropriate formats, flavors & tastes

Dairy & soft goods

Adapt BEL products to the Chinese market

Alliance with the

government

Awareness to health Education R&D

Adapt BEL products to the Chinese market

Marketing

Advice & demonstration

French product made in China

Design & Visual marks

Adapt BEL products to the Chinese market

12 years in China

Soft cheese leaders

Distribution

channels

PIKIFOU

BONGRAIN MODEL

BONGRAIN DISTRIBUTION NETWORK

BONGRAIN MODEL

MILKANA

Thank you for attention!!