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International marketing How to enter and win Central European markets

Lucas Fournet
Benjamin Perraut
Gonzalo Reyes Gonzales
Benoit Giraud


1. Short companie’s introduction

2. Product selection

3. Market Analysisa) Market size, Dynamics, Perspectives
b) Main Competitors
c) Clients

4. Marketing strategic

a) Segmentation
b) Target
c) Positioning

5. Marketing operational activities

a) Marketing mix
b) Relationship marketing

1. Short companie’s introduction

CHARAL SAS is nowrecognized as the No. 1 brand of meat, unanimously praised by French consumers. and subsidiary of the group Bigard, this firm is present on the tables of nearly 10 million French households, is one in three homes.
charal since its inception, has always been driven by its desire to offer the best meat in forms every day, better adapted to changing tastes and lifestyles of consumers.
The taste andtenderness charal products are fruit of a quality and uncompromising safety and constant. She calls day after day, minute after minute, three thousand men and women charal.

Group Charal

The brand of beef Charal was created in 1986 by the group Vital Sogéviandes, Parisian society slaughter and processing of meat products, which then has several production units. In 1997, the company is VitalSogéviandes débaptisée and took the name of Charal. Two years later, the headquarters is established in Cholet Charal . 
The turnover of the group, which has over 3,000 employees, amounted to 928 million euros for 2005 . Chavel Johnis the Group Managing Director Charal.
In January 2007, when a new scandal broke out spoiled meat, Charal acknowledges "defective composition" in pieces of meat, whilestating that these lots have presented no danger to the health of consumers .

The evolution of the group
The Hebdopack was the first branded product Charal. The communication group is then oriented product innovation and the fact that this is the first time in France that "the meat has a name" . The goal then is to give recognition to the brand with a strong television communication mainly based onhumor.
First when the Gulf crisis of mad cow in 1996 , Charal enjoys its reputation (the brand is the market leader in fresh meat vacuum in terms of fame, with a recognition rate of 85% ) and few brands of these rays in cattle. Charal then directs his communication on the quality of its products and its traceability system that can identify the exact origin of a piece of meat for the farmer tothe consumer .
In addition, the group emphasizes that it is one of the leading producers of meat to be certified ISO 2001 quality standard awarded by the AFAQ .
After second mad cow crisis in 2000 , Charal exchange of speech and adopt a new slogan: "We have not finished that you enjoy the meat."
In 2003 , Charal rejuvenates its logo incorporating the words' Flavour and Energy "and creates apartnership with teams of nutritionists .
Since 2005 , faced with a meat consumption still down and snack market booming, Charal expands its offering and launched a range of snacks.
In 2005, Charal receives the Oscar for best packaging for the launch of the snack range.
In 2006 , Charal receives the Oscar for LSA that rewards innovation throughout his career.

Annual production sold:225,000 tones
Slaughter week: 7000 cattle, 12,000 pigs and 1,000 sheep
Boning Weekly: 30 000 neighborhoods (front and rear)
Weekly production of products produced: 1 700 tonnes (800 tons of fresh and 900 tonnes of frozen products) .

Production Sites
The group has nine production sites:
* Cholet ( Maine-et-Loire ): Corporate and unit product costs, production site directed by...
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