GUIRAL Alice 10549505, BONZOM Lisa 10549480, MICHEL BLASSIER Louison 10549532

CHEESE
INTRODUCTION

We have received a request to increase the sales of a French producer in the Irish market.
For this purpose, we had studied several market statistics in order to understand the habits
and expectations of the Irish people in terms of cheese.

In France, the cheese market represents more than 5.5 billion euros per year. It is a food
consumed at least once a week by 92% of French people. There are more than 1200 types
of cheese. In Ireland the reality is quite different, the market is less important, in fact it
represents only 200 million euros. The Irish people eat far fewer kinds of cheese, they are
fond of cheddar. How to export a French cheese to a country where cheddar is king ?

CHEESE SALES SINCE 2014 AND ESTIMATION TO 2024

Cheese sales in Ireland increase since 2014 and will probably grow up in the future. So, the
Irish cheese market is a good one to choose because of its evolution and its possibility. In
2020 the market represents 211€ million. It's a growing market that's going to continue to
evolve.

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GUIRAL Alice 10549505, BONZOM Lisa 10549480, MICHEL BLASSIER Louison 10549532

LOCATION CONSUMERS HAVE BOUGHT CHEESE IN 2019

Most Irish people buy cheese in supermarkets because they buy cheese when they go
shopping, 84% of Irish bought cheese there. They buy less in discount stores or convenience
stores because there is less choice. We advise you to sell your cheese in supermarkets.

TYPES OF CHEESE BOUGHT BY CONSUMERS

In 2018

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GUIRAL Alice 10549505, BONZOM Lisa 10549480, MICHEL BLASSIER Louison 10549532

In 2019

In Ireland the best-selling cheese is cheddar. 82% of Irish people in 2018 and 84% in 2019 say
they buy cheddar. While other cheeses such as cream cheese or continental hard do not
exceed 50%. Cheddar cheese exists in many forms, whole, sliced or even grated. Moreover,
we can see from these two graphs that consumers buy more cheese in 2019 than in 2018.
We advise you to sell cheddar cheese in view of its popularity.

PREFERENCES FOR BRANDED OR OWN-LABEL DAIRY PRODUCTS IN 2019

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GUIRAL Alice 10549505, BONZOM Lisa 10549480, MICHEL BLASSIER Louison 10549532

We can notice that 48% of Irish people prefer own label products. While only 27% prefer
branded products, which are better quality but more expensive. We advise you to focus on
other sales criteria to appeal to consumers.

FORMAT OF CHEESE BOUGHT BY CONSUMERS IN 2018

With this graph we can see that in Ireland, consumer prefer to buy their cheese in block
principally because they like to cut the cheese themselves. After they buy the cheese in
sliced to eat sandwich or grated to eat pasta. Also they buy spreadable cheese like
Philadelphia.

WAYS IN WHICH CONSUMERS HAVE EATEN OR USED CHEESE IN 2018

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GUIRAL Alice 10549505, BONZOM Lisa 10549480, MICHEL BLASSIER Louison 10549532

In reference to the format of the cheese they buy, 74% of Irish people have use the cheese
to eat sandwich, toast and pizza. This explain why they buy block, sliced, grated and
spreadable cheese.

CONSUMER INTEREST IN BUYING NEW OR INNOVATIVE CHEESE IN 2019

Most Irish people prefer to buy cheese if the packaging is recyclable. they are becoming
more and more interested in ecology but little of the packaging are recyclables, so it would
be a good opportunity to sell cheese with environmentally-friendly packaging. They are also
good for spicy cheese and with added calcium.

TOP 10 FLAVOUR COMPONENTS IN CHEESE INNOVATION IN THE UK/IRELAND

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GUIRAL Alice 10549505, BONZOM Lisa 10549480, MICHEL BLASSIER Louison 10549532

According to market research, the Irish people would prefer cheeses made with herbs and
garlic. This can be seen in the production of different types of cheese, in fact these are two
of the three ingredients that are most incorporated into cheese in Ireland. It would
therefore make sense to produce cheeses with these components. We think that in order
to soap our sales, we should follow the production model of some cheeses like "Ail des
Ours" or "Boursin" which are cheeses that mix garlic and herbs

AGREEMENT WITH STATEMENT RELATED TO CHEESE

In 2018

In 2019

Only we can go further in our research, and we can see from another market study that
there are three consumer main expectations when you speak cheese. First, the Irish want a
quality cheese, and a cheese which are good for the health, for example, a high protein
content and a low kilo/calorie ratio. Moreover, the Irish would like to have cheeses in their
shops that come from all over the world, from the best cheese-producing countries.

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GUIRAL Alice 10549505, BONZOM Lisa 10549480, MICHEL BLASSIER Louison 10549532

First, I think we should stick to the French cheese model. Because you are a French
producer and because France is a country very famous for its gastronomy, and cheese is a
French symbol.

In addition, we could produce French cheeses with Irish milk. Because this is a strong
request in Ireland. You can try to produce cheeses with Irish milk while using French
production methods. Of course, all this to create a new cheese and not by created an
umpteenth brand of cheddar.

MARKETING STRATEGY

For the marketing strategy, we advised you to create a TV ad to be broadcast at dinner time
(between 5:30 and 6:30 pm) to reach a large audience. Dinner time is also strategic because
people are eating, they are probably hungry, the advertisement will seem attractive to them.

In France an advertisement lasts about 20 seconds, but in Ireland it lasts around 1 minute, so
you have to take this into account.

When analyzing Irish cheese adverts, they use the same codes which are: the family meal, the
history of the cheese, the convivial dish, etc. Your advertisement must therefore focus on
the history of the cheese and its origin, a story that could be told during a family meal by
eating the cheese on a piece of bread.

This advertisement is a different example outside the family context.

https://www.youtube.com/watch?v=WMr1VD8mmzw&list=PLRiT7W1flzFEzxzCOYTM8eMK
VQa7-kGww&index=10

CONCLUSION

So we advise you for you brand to sell your cheese in supermarket, these are the favorite
stores of the Irish. For the cheese itself, the best-selling cheese is cheddar but there is a lot
of competition, so it is best to sell cream cheese or continental cheese. The difficulty is that
these consumers prefer cheese own label it is therefore necessary to find solutions to stand
out from the crowd. They buy cheese in block mainly what's good for selling continental
cheese. It's very important to sell the cheese in an environmentally-friendly packaging to
interest and reach consumers. Creating an innovative product is also a good idea if you want
to rise your sells. You must use Irish milk in your French cheeses, ideally we should
incorporate herbs and garlic. All this while creating a cheese that is high in protein but low in
calories.

To conclude the best is to sell a continental cheese in block with an environmentally-friendly