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Connecting UK to France




Industry/Market of origin:   Marinades / UK

Product/Service:   Company is a second generation family business based South London with 12 staff that offers authentic Mexican marinades in hot, hickory smoke and original flavours for use in domestic cooking. In the UK they sell on-line, through regional distributors and have a limited rage available in one national supermarket chain as of 2008.

Market Situation:   France is of course world famous for its gastronomic and culinary expertise, and has a reputation for shunning ready meals and cooking short cuts. Copernicus evaluated the French market entry opportunity for the company to ascertain if this was the appropriate first export market and to quantify the opportunities and investment required to achieve market penetration.

Objective:   Introduce the company's product to France in cost effective manner which can then be replicated in subsequent markets.

Strategy:   Having identified the competitors, benchmarked their offer and routes to market it was agreed that regional distributors, cash and carry’s and symbol groups would be the focus of the initial partnering efforts. A dual language web site featuring useful recipes and helpful advice was created that reflected the company’s unique position.

Implementation:   Make direct contact with the buyers and where necessary outlet managers to introduce the products and to create meetings at which the client can best present their marinades and the potential additional sales opportunities to the buyers.

Results:   The original entire range, and three new derivatives demanded by the distributors following the successful launch are now being sold through more than 80 outlets.

The company is now delivering to France on a weekly basis and can see a long term opportunity to expand sales across the entire country and from there in to neighbouring markets.






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