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EXPORTING

PORTUGUESE
SHRIMP
TO FRANCE

FULL
PRESENTATION

WORK BY: JOÃO LADEIRA, RICARDO LOPES, RODRIGO PEREIRA AND ROMEU CASCAIS
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. THE PORTUGUESE INDUSTRY

The portuguese fishery industry as a very important role in some local


economies and culture. It´s one of the most ancient activities in the
country reflecting the advantages in having more than 2000 km of
seashore (including the Azores and Madeira Island). Fishery products
are among the most important export products of the Portuguese food
sector (EVD, 2007). In 2007, Portugal exported 133 thousand tonnes of
fishery products, with a value of 448€ million (Eurostat, 2007, 2008),
from which 9% are crustaceous (shrimps, prawns, etc.).

However the trade balance regarding shrimps was, in 2007, -20


thousand tones and -90 millions €.

Portugal is becoming an important re-exporter in this specific market.


Sources: EUROSTAT;EVD
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. WHERE TO…

After a careful look to the 26 countries, and considering several


indicators such as population,GDP per capita, demographic density
(inhabitants per square km), urban population, HDI ranking, growth rate
as well as indicators of economic and political freedom and country
risk, we have managed to reduce the list to 10 possible
destinations for our product.

The countries with less then 10 million inhabitants, with GDP per capita
low, demographic density low, urban population low, HDI ranking and
with low growth rate were eliminated.

NOTE:The HDI, Human Development Index,is an indicator witch synthesizes several data
such as life expectancy, level of education, professional careers, access to culture, etc
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. WHERE TO…
U.P.D. GDP per HDI* Ranking
Inhab per KM2 / Percentage Out of 177
POPULATION Capita NOTE
COUNTRY In millions (PPP)

Density: gives
Austria 8,4 101/67% 40360€ 15 us the amount
Belgium 10,7 351/97% 38250€ 17 of people in
each square
Finland 5,3 17/63% 42230€ 11 km

France 63,7 112/77% 37150€ 10 Urban


Population:
Germany 82,5 236/74% 35980€ 22 gives us how
Italy 57,3 202/68% 31300€ 20 many people
live in cities
Netherlands 16,4 484/81% 42130€ 9
U.P.D.:
Spain 45,3 90/77% 28600€ 13 Urban
Population
Sweden 9,2 22/85% 43040€ 6 Density
U.K. 60,4 252/90% 35350€ 16

Sources: CIA WORLD FACT BOOK; FITA


EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. WHERE TO…

The 10 countries are now under analysis taking in consideration some


new indicators that have been added to the ones used in the previous
step of this process of selection. Items like purchasing power, GDP real
growth, unemployment, budget deficit, political risk, market information,
consumption and productions of shrimps, competitors presence as well
as industry structure and growth, will help to choose which country is
the most attractive and has the biggest potential for our trade product.
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. WHERE TO…

COUNTRY CONSUMPTION UNEMPLOYMENT GDP Real IMPORTS


Averagge in tonnes In 2006 (thousand tonnes)
2001/2006 RATE Growth

ITALY 16 6,20% 0% 73,4


FRANCE 79 7,90% 0,7% 79
GERMANY 11 9,00% 1,7% 39,9

SPAIN 142 8,30% 1,3% 115,4


UNITED KINGDOM 63 5,30% 1,1% 89,2

Sources: CIA WORLD FACT BOOK; CBI


EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. WHERE TO…

COUNTRY COUNTRY RISK COMPETITIVE TOTAL


POTENTIAL STRENGH

ITALY 2,99 2,89 3,22 3,03

FRANCE 3,19 3,07 3,6 3,29


GERMANY 3,53 2,83 2,93 3,1
SPAIN 3,11 2,57 3,53 3,07
UNITED KINGDOM 3,3 3,04 3,69 3,34

Sources: CIA WORLD FACT BOOK; CBI


EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. TAXONOMIC MATRIX
COMPETITIVE STRENGHT

LOW MEDIUM HIGH A


T
T
HIGH
R
HIGH MEDIUM A
R C
LOW T
I
S I
HIGH V
K
LOW MEDIUM I
T
LOW Y
Sources: Authors analysis
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. SOME CONCLUSIONS

. In country potential Germany have the best result, 3.53, in second place
appears United Kingdom with 3.3. In this indicator France and Spain
shows a very close result, 3.19 and 3.11. Italy have the last place with
only 2.99 score.

. In risk the first place is occupied by France with 3.07 but the United
Kingdom appears with a good result too, 3.04. The other three countries
obtains a result down of 3, the Spain is the worst result with 2.57.
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. SOME CONCLUSIONS

. In Competitive Strenght the best result is 3.69 of United Kingdom, in


second place France have a very close result with 3.6. Spain and Italy
occupied the next places and the last one it´s for Germany, 2.93.

. The total scores place the United Kingdom with the better results, 3.34.
France, 3.29, also have a good result. Germany (3.1), Spain (3.07) and
Italy (3.03) have the worst final scores. After this we can conclude that
United Kingdom is the best country for our company to export.
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. SOME CONCLUSIONS

. Germany is a country with low risk, high attractivity and medium


competitive strength

. Italy is a country with low risk, medium attractivity and high competitive
strength

. Spain, UK and France are countries with low risk, high attractivity and
high competitive strength

. Taking into account the above analysis, France is the best country to
export portuguese shrimps
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. THE TRADE ENVIRONMENT COUNTRY OVERVIEW

Total Population 61,7 million

Area 551,500 km2

Urban Population 77,1%

Type of Economy High-income economy, OECD member, G8 member


The world's leading tourist destination

HDI (world rank) 10/177

Number Of Households 25,4 million (in 2006)

GDP per capita over 36000 €

Inflation Growth Rate 3,3% (in 2008) Sources: Monthly Economic Report,
British Embassy (Paris) – April 2007,
Imports of Shrimp 79,000 Tones (in 2006) The Economist
EXPORTING
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SHRIMP
TO FRANCE

Sources: Monthly Economic Report,


. THE TRADE ENVIRONMENT British Embassy (Paris) – April 2007,
COUNTRY OVERVIEW The Economist

. France is the fourth largest exporter of goods and the third largest exporter of services in
the world. After a disappointing 2005, the economy recovered somewhat in 2006. GDP
gained momentum in the first half of 2006, remained stable over the summer and then
picked up towards the end of the year. Annual growth reached 2.1%, slightly below the
official forecast.

. Growth has been hampered by trade deficits, despite positive export figures in 2006. The
value of imports has gone up due to high oil prices, whilst the strong Euro and low
penetration rates in fast- growing economies have undermined exports.

. Household consumption remained strong during 2006, largely driven by consumer credit
and people saving a lower proportion of their income. Consumer spending has remained
constant thanks to the fall in unemployment and higher purchasing power. Companies
remain somewhat hesitant and are ruling out significant increases in production capacity,
despite a relative rebound in business confidence.
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. THE TRADE ENVIRONMENT


COUNTRY OVERVIEW

.Distribution

There are about 800 companies distributing fresh fish in France.


The six largest multiple retailers together accounted for 68% of the food retail sales and
reached a sales value of €153 billion in 2006.
Presentation Distribution circuit Market Share by
Distribution channels: value (%)
. Hypermarkets
Mainstream retail 50%
. Supermarkets Frozen
Specialised frozen 39%
. Local stores retail
. Convenience stores
Hard discount 11%
. Discount stores Source:OFIMER/TNS.Tonnes: equivalent product weight
. Cash and carry catering
. Hard discount stores Source: CBI Market survey: the
fishery products market in France
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. THE TRADE ENVIRONMENT


COUNTRY OVERVIEW

PRICE

Margins vary strongly depending on the type of product, the distribution channel,
the continual changes in supply and demand and the resulting price fluctuations.
It is estimated that the importers work with a trade margin of some 5-10%.
Competition in the EU market prevents excessive trade margins, although in some
cases the gross margins may rise to 25%. Retail margins vary between some 10%
for canned fish in supermarkets to some 50% for fresh products from specialized
fish retailers (‘fishmongers’).
Source: CBI Market survey: the
fishery products market in France
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EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. THE SEAFOOD SECTOR IN FRANCE

. In 2006, the French were estimated to consume an average of 38kg of seafood per
capita (of which 26kg of fish and 12kg of shellfish). The French lie second in seafood
consumption behind the Spanish and just ahead of the Italians and British.

.In 2006, French households spent over € 4 billion on seafood. Fresh fish continues to
be the most popular type of seafood, particularly fresh fillets. Fresh salmon tops the
sales of fish for household consumption, totaling € 2 million in 2006. The average
price of fish for home consumption, however, increased by 5% in 2006, resulting in a
3% decrease in the overall quantity purchased.
Source: OFIMER/DPMA (France and
French over seas territories)
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. THE SEAFOOD SECTOR


CONSUMER TRENDS

. As the French become more aware of health issues, the popularity of seafood and
seafood-based product have increased, influenced by its healthy image.

. Renewed interest has been shown in shopping at local stores and markets. The
consumer is keen to re-establish contact with the local fishmonger as a way of getting
some advice on what seafood to buy and how to cook it.

Source: OFIMER/DPMA (France and


French over seas territories)
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. THE SEAFOOD SECTOR


CONSUMER TRENDS

. As mentioned before, shrimps and prawns enjoy an increasing popularity in Europe,


which is related to the internationalization of lifestyles and cooking. Shrimps and
prawns are fashionable and relate positively to the major health, convenience and
pleasure trends. For instance, the larger species have become very popular as finger
food, following the Spanish use of ‘Gamba’ which relates to the pleasure trend.
Shrimps are also easy to prepare and provide a healthy alternative to meat. The
improved storage and distribution systems allow the product to be widely available.
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. THE COMPETITORS

. Iglo – http://www.iglofrance.com, brand leader in the frozen fish sector.

. Heinz’s Petit Navire – http://www.heinz.com, leader in the canned fish sector.

. Nestlé – http://www.nestle.com, leader in frozen ready meals.

. Fleury Michon – http://www.fleurymichon.fr, major supplier of ready


meals and surimi.

. Cap Cavalli – http://www.comptoirsoceaniques.com, importer of fresh and frozen fish.


EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. OBJECTIVES

. According to INE, Portugal in 2007 had a catch of 95 thousand tonnes of shrimp,


which translated into value gives a total of 1.984.000 €. However the CBI studies show
us that the values of exports are higher, 133 thousand tonnes, which easily shows that
the exports came from foreign seas.

. In 2006 France had a consumption of 88 thousand tonnes of shrimp. Data for the
year pointed to a total of 536 million Euros of imports of shrimp. Is important to note
that this value is 196 million Euros for EU countries.

. Based on the national production of shrimp, 95 thousand tonnes, initially, 1 year, we


export to France 2% (1.9 thousand tonnes) of that value. A second phase, which will
be 1 to 3 years, we reach the 5% (4.75 thousand tonnes). Finally a last phase, to
more than 3 years,10% (9.5 thousand tonnes).
Source: INE; Source: CBI Market survey: the fishery products market in France
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. SEGMENTS
. GEO-DEMOGRAPHIC BASED

Demographic criteria: age between 25 and 65 (approximately 45 millions)

Geographic criteria: people living in metropolitan areas


(represent 77% of the population)

Size of Segment
From the crossing of these two criteria resulted a market segment with
approximately 35 millions.

Why this segment?


A new consumption trend was identified resulting from the rising popularity of this
product due to the internationalization of life-styles and cooking techniques
(globalization of the Mediterranean diet). Another factor taken in consideration was
the fact that shrimps are easy to prepare and provide a healthy meal. Source : INSEE - Code
officiel géographique
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. SEGMENTS
Behavior criteria
The French are becoming more aware of health issues. Organic
food also becomes more popular (EVD, 2008). Fishery products benefit from the
health trend. Consumption of fishery products increased dramatically over the last
decade, at the expense of meat products. Consumption of fishery products
increased from 28 kg per person per year in 1996, to almost 36 kg in 26 (Ofimer,
2007). Since 2007, consumption stabilized.

Positioning
Healthy and Economic Meals!

Marketing Mix
Product: small and medium sizes
Price: penetration
Source: CBI Market survey: the
Placement: massive in super and hyper markets fishery products market in France
Promotion: massive on television and press
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. SEGMENTS

. “Saudade”

Criteria: Portuguese immigrants and portuguese descendants living in Paris and


surrounded areas
Size: approximately 1 million

Why this segment?


Psychological attitudes towards the product – there is a nostalgic feeling associated to
the product originated from their country of origin.

Positioning: Portuguese Quality Food!

Marketing Mix
Product: small and medium sizes, in packages allusive to the origin country
Price: competition
Placement: massive in super and hyper markets located in Paris Source : INSEE - Code
officiel géographique
Promotion: selective
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. SEGMENTS
. High-end Fooding

Criteria: Restaurants listed in the Michelin Guide


(3531 were founded in the last edition of the mentioned guide)

Size: approximately 1 million

Why this segment?


There is really high standard perception on Portuguese shrimp

Positioning: Fresh and Quality

Marketing Mix
Product: king sizes
Price: premium
Placement: straight to the client
Promotion: selective directed Source : www.guide-michelin-centieme.com1
EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. OUR SEGMENT IS GOING TO

“SAUDADE”

With the following positioning:

Portuguese Quality Food!

Why this positioning?


The goal is to make easier the recognition and identification with country of
origin, in this case - Portugal.

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EXPORTING
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MARKETING MIX PRODUCT PRICE PROMOTION PLACEMENT

PRODUCT SOLUTION
PRICE VALUE
PROMOTION INFORMATION
PLACEMENT ACCESS

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PORTUGUESE
SHRIMP
TO FRANCE

. RED SHRIMP

. SCIENTIFIC NAME
Aristeus antennatus (Risso, 1816)

. FAO NAMES
En - Blue and Red Shrimp
Fr - Crevette Rouge
Sp - Gamba Rosada
Pt – Camarão Vermelho

. HABITAT and BIOLOGY


Depth 200 to 1440 meters
Bottom soft mud.
Source: F.A.O. Marine
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. RED SHRIMP

. SIZE
Maximum total length 220 mm
The minimum size of catch is 9,4 cm of length and 2,9 cm of
carapace

. GEOGRAPHIC DISTRIBUTION
Eastern Atlantic: Portugal to the
Cape Verde Islands;
And entire Mediterranean.

Source: F.A.O.
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. PROCESS

. Shrimp with heads and shells

. Boiled with salt and bay leaves

. Frozen

. Boxed in 2 weights: 400grs and 800grs

. Ready to eat (only need to be thawed)

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. BRAND

We felt the need to create our own brand in order to fit easier in the French
market and in a way not to loose, in fact on the contrary, the origin of the
Product.

Fr: CPC – “La” Compagnie Portugaise de Crevette


Pt: CPC – “A” Companhia Portuguesa de Camarão

Meaning in english: “The” Portuguese Shrimp Company

. Logo Colors
Red, White and Green (main colors in the Portuguese National Flag

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. PACKAGING

This is our
package!

We developed
from the scratch
a box for our
product.

This box is going


to be used for the
800grs as well as
for 400grs.

Source: created by the authors


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TO FRANCE

. PACKAGING
According to de directive 2000/13/EC all package must include
information how to store and handle the products.

CONSERVATION AND STORAGE HANDLING ALL PACKAGES


MUST BE
Source: created by the authors RECICLABLE 8
EXPORTING
PORTUGUESE
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TO FRANCE

. PACKAGING
According to de directive 2000/13/EC all package must include
information regarding date of freezing, product and producer.

FREEZING DATE PRODUCT PRODUCER

Source: created by the authors 9


EXPORTING
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TO FRANCE

. PACKAGING

According to de directive 2000/13/EC all package must include


information regarding ingredients, catching area, sanitary authorization,
nutritive value,...

Source: created by the authors 10


EXPORTING
PORTUGUESE
SHRIMP
TO FRANCE

. PRICE (at the point of sale)

After an analysis of the French market, we were able to conclude that the
average price per kg of Red Shrimp is 21€. With this reference price we
calculated the variation to the Portuguese average prices, which is around 12€,
and got a result of 75%.

Considering that we are based in Portugal and wishing to sell in the


French market we add to the Portuguese average price the costs of transportation
(€0.16 per kg, according to most frozen transport companies, transporting a total
of 10 tones per travel) making then a price of 12,16€. Adding 60% of margin
(lower than the variation) will give a recommended retail price not higher than 20€
neither lower than 18€, in order to be according to the positioning – Portuguese
Quality Food.
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. PROMOTION

BRAND
In French - C.P.C – Compagnie Portugais de Crevettes
In Portuguese – C.P.C. - Companhia Portuguesa de Camarões
Meaning in English: Portuguese company of shrimps

The name communicates our product and the fact that is a


Portuguese product.

PACKAGING

Beyond the further information, the box has a function of


marketing with publicity of the product and all its benefits

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. PROMOTION

SALES FORCE
This department has a direct contact with our client.
They need to be well trained, specialized and informed about our
product in order to become an important value to the company.

RELATIONAL MARKETING
Beyond the sales force, we need someone that have high knowledge
about the product to contact directly to the client, to monitor
continuously the client status and check if he is satisfied with the
product, in order to retain the same.

DISTRIBUTION
A specialized distribution that put our product in the right place at the
right time. The all process is controlled by our company.

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. PROMOTION

POINT OF SALE
Publicity of the product in the supermarket, in the area of the frozen
products

SALES PROMOTION
Develop a partnership with a Portuguese beer brand (e.g.: Super Bock
or Sagres), offering a six pack of beer with the buy of a box of 800grs of
our product.

INTERNET
Development of a company web site, with information about the
company and all available products.
Publicity of products in sites, like sites of Portuguese community

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. PROMOTION

MASS MEDIA

Radio: Our communication in radio will be in Portuguese radios or with


Portuguese radio shows, with promotional spots and jingles, advertising
our product, its origin and benefits.

Press: Communication on local Portuguese press and in specialized


press (such as: food magazines, cooking techniques, …)

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. PLACEMENT

PROCESS
Red Shrimp captured C.P.C.
in Portuguese waters (boiled, prepared, frozen and
packed)

Our clients (Groupe


Casino, Auchan, Transported in cold trucks
Carrefour, E.Leclerc, from C.P.C. facilities
Intermarché)

FINAL CONSUMER
Source: created by the authors
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. PLACEMENT

LOGISTICS
Timing: Aveiro to Paris 48h (+/-)

Travel budget: 1600€


(average, according to
the majority of transport
companies)

Distance: 1600km
Aveiro to Paris

Source: created by the authors 17


EXPORTING
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. PLACEMENT (DISTRIBUTION)

Market Total: 25.8% Total: 12.6% Total: 13.2% Total: 12.6% Total: 16.1%
Carrefour: 14.3% Auchan: 9.8% Casino: 10.7%
Share Champion: 7.7% Atac: 2.8% Monoprix: 2.5%
Other: 3.8%

Store Hypermarkets, Hypermarkets, Hypermarket, Supermarkets, Hypermarkets,


supermarkets, hard supermarkets supermarket, local convenience stores, supermarkets
Type discount stores, stores, hard discount stores
convenience stores, convenience
local stores, cash stores, discount
and stores
carry catering

Ownership Group (family, Family group Group (family, Independent retailer Independent
stock stock retailer
exchange and exchange and
private private
enterprises) enterprises)

Web www.carrefour.fr www.auchan.fr www.supercasino.f www.intermarche.co www.e-


r m leclerc.com
Source: OFIMER 18
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. PLACEMENT

DISTRIBUTION
In order to distribute our product in the best way possible, and
according to our goals and market segment, we are planing to work,
initially, with Carrefour, Groupe Casino and Intermarché.

Why this three groups?


Altogether, represent over 50% of the total market share.
Own different sales platforms (hypermarkets, supermarkets, hard
discount and convenience stores)

STRATEGY
Intensive, in all above mentioned market places.

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. BIBLIOGRAPHY

. Mercator XXI: Teoria e Prática do Marketing / Denis Lindon... [et al.]. -


10ª edição . Lisboa : Dom Quixote, 2004

. Administração de Marketing / Philip Kotler. - 10ª ed . - São Paulo :


Prentice Hall, 2000

. NETGRAPHY

. www.fao.org
. www.cbi.eu
. www.fita.org
. www.cia.com/factbook
. www.economist.com
. www.seafsh.org