Carabreizh - Etude marketing

1. CARABREIZH

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History of the brand:

Carabreizh’s success story begins began in 1993, when Myriam and Christophe Niceron, 2 fFrench people, settle up set up in the South Finistere region and started producing there their own sweeties, breton's way sweets, the Breton way.

After a quick success, in 1997 they moved on to a village called Belle-ile-en mer. There, they created the brand Kerfood, with which they produced a bBreton cake stuffed with salted butter caramel, and which ended up ending up being their star product. Flagship product (produit phare)

In 2005, after spending 2 years in research and developpment, they came up with the perfect recipe for their salted butter caramel cream^[a], creating in the mean time meantime the name "Carabreizh" for their products.

Moving on to 2007, the company joins joined the association "products of Brittany" allowing the brand to  get bigger and to touch a bigger consumer base on the continent.

The company also leave left Belle-ile-en-mer and heads headed to Landévant, where they set up their administration administrative office, where they actively committed themselves in  to the association to act for the economical (economical = économique avec le sens de “peu cher”) development of their region.

From 2010 to 2014, the company keeps kept developping itself, making their team bigger and welcoming new products such as hard caramel candies and caramel coulis. Then in 2014, after winning the prize of the "Coups de coeur Ouest France" and Products of Brittany, the company is was applauded praised for its affirmation of its territorial origins and for the developpment of its innovative activity.

In 2016 the company celebrates celebrated the inauguration of its new factory and new administrative office in Landévant.

Then in 2017, after creating new fruity candies called "Les Loustiks", the company opens opened a discovery center: Carabreizh World, where visitors can could do a tour of the caramel world, trying different products and flavours^[b].

Description of product:

The traditional salted butter caramel is the main product of Carabreizh. You will discover a pure candy from Brittany, both sweet and savoury. The salted butter caramel is tender and slightly sticky, it will melt in your mouth and will send you back to your childhood. All the Carabreizh caramels are produced in Brittany.

Carabreizh is producing three types of its famous salted butter caramel, so everyone can find its their (pronom possessif avec everybody = their) perfect match.

-The original salted butter caramel “a la fleur de sel de Guerande”, with its unique taste will give you the authenticity you are looking for. The recipe has remained unchanged since the creation of Carabreizh. -The tender and creamy caramel: sweeter than the first recipe, this caramel won’t stick to your teeth but will still provide you with the unique taste of the Carabreizh caramels.

-The chocolate caramel: The perfect mix between the salted butter caramel and the dark chocolate. A fancy recipe that will bring you a totally new experience.

Carabreizh also produces its famous Breton’s fruity candies “Les Loustiks”, which will be the product we want to export. Strawberry, Lemon, Raspberry or Orange, there must be one that will delight you^[c] !

Image projected:

Carabreizh products evoke sweet moments where you can relax but they also are products to be eaten and shared with your family, recalling moments of happiness and memories.

Bretons are used to its traditional taste, based on salted butter caramel which recipe is transmitted has been passed down through generations, and we want the product to convey the same feelings to our newly targeted audience in Europe.

We want our future consumers to feel the same way all Brittany and France do when they take a moment and eat our candies^[d].

Objective of the export marketing plan :

This spring in 2019, Carabreizh is going to export itself in the European market hitting the German Market with a range of new products ("Les

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