The consumption of sugar has been gradually increasing in Japan. As the Japanese learnt that chocolate was good for health, they enjoyed consuming it.
La Maison du Chocolat, which has existed since 1977, is now experiencing great success in France and its consumption has been increasing abroad in the USA, and Tokyo as well. This success has been possible due to a combination of various factors such as its expertise, its traditional values, the quality of its products, and the variety of chocolates. The group currently has five stores in France, a boutique in New York and two stores in Tokyo. It enjoys a reputation that revolves around the name of its founder.
La Maison du Chocolat has been implanted for long in Japan. They sought to launch a new product line that was high end, and was supposed to be launched on the occasion of the feast of Saint Valentine and White Day. This particular project fit into the company's strategy and its salient features are: constantly innovation and improvement of its brand image.Our target is the middle class, which will provide us with a "snowball" effect.Furthermore, to enhance our reputation, we will advertise through the press and internet. To grow our business, we participate in numerous exhibitions as well.
Irrespective of the shape, whether they are square, stick-shaped, or heart-shaped or like a mobile phone, the Japanese have been consuming more chocolate, and have been encouraging many European confectioners to venture as well.On the shelves of department stores in Tokyo, the stars of "Cho-Call", a box of nine chocolates each illustrated by a number represented by the client that points out to his mobile phone number and invites the lucky recipients.
Japan is a fantastic market for chocolate conquests. The Japanese consume very little chocolate as compared to Europeans or Americans. But as eating habits are changing, one begins to appreciate sweet products. The Japanese began to turn to chocolate and studies show that that it was good for health. It then appeared that even chocolate has nearly the same virtues as wine. This finding greatly spurred consumers to have more chocolates.
However, the Japanese are moving towards consumption of sugary products. The restaurants are starting to offer sweet desserts. This reflects a real change in consumer trends in Japan.
But the Japanese market is difficult because of the unique requirement that prevails in the quality and timeliness, the need to constantly renew itself, the high costs of implementation and marketing. However, the returns on investment or commercial production are generally equal to the efforts undertaken.
What are the factors to be considered for export to Japan and how can we can recommend to address the access problems in Japan?
Robert Linxe, the founder of the company, is the soul and the creator of La Maison du Chocolat. When creating the Maison du Chocolat in 1977, he chose the emblematic and the famous "Metate" Indians of the New World, in a slightly curved stone that served as a support for the grinding of beans, and also used the roller stone, called the metlapilli.The original reference to this fascinating object is in the Musée Basque at Bayonne.
Tags: Maison du Chocolat, Robert Linxe, chocolate market in Japan
[...] For the Japanese market, the advertising investment will be greater in domestic market than in France because it represents of advertising spending in Japan as against in France. The consumer whom we seek to target is described as follows: The population is relatively young, and aged between 20 and 40, is engaged in a professional middle class of the population in Japan belong to the middle class), with a strong purchasing power to buy products of foreign origin. Also, like all Japanese, they are concerned about the quality of the product and the packaging material and their originality. [...]
[...] Our chocolate is thus in the rays of the Net since late 2002.The site is present in three languages (English, French, Japanese), and is divided into four main headings : it involves a presentation of the chocolate, the space of e-shop, the news of the company and a space dedicated to news articles.Our customers often buy product online: They mostly buy gifts. Note that a global audience between 10,000 and 30,000 visitors per month depends on the period of e-store that ranges from 2,000 visitors in off-peak seasons to 12,000 during peak periods. [...]
[...] Strategy and objective of the company The main objective of the company is to promote an image of tradition and quality French chocolate in Japan .Indeed, La Maison du Chocolat intends to continue its development in major European and world capitals. It opened a few corners in department stores on the West Coast of the United States. To achieve this objective, the strategy of the Maison du Chocolat is to communicate on the qualitative innovations which demonstrated while facilitating the access to its products. [...]
[...] Foodex Japan 2006 Foodex Japan is the most important trade fair for food and beverages segment in the Asia-Pacific region. More than 90,000 industry members visit the fair every year. Foodex Japan is the ideal showcase to demonstrate our products to buyers in the region. There is an area of live cooking demonstration using all the exhibitors' products. Sponsorship We are sponsors of a young Japanese fashion designer.Thus, during his last show, he presented a collection entirely on the theme of chocolate, to everyone's surprise. [...]
[...] Japan is a fantastic market for chocolate conquests. The Japanese consume very little chocolate as compared to Europeans or Americans. But as eating habits are changing, one begins to appreciate sweet products. The Japanese began to turn to chocolate and studies show that that it was good for health. It then appeared that even chocolate has nearly the same virtues as wine. This finding greatly spurred consumers to have more chocolates. However, the Japanese are moving towards consumption of sugary products. [...]
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