DESTREBECQ M, DEVRIES S, LENOIR M, NOERENS M, PARIDAENS A, SIMON L

Molitor’s

Company– Customer satisfaction, adaptation– Middle prices– No stock, depending on the demand

HistoryOlivier Molitor

• Nihoul: pastry• Callebaut• 23 years: independant

Staff– 1 Trainee– 2 Full Time– 2 Independants Only 5 employees

Production CapacityAdaptation depending on demand

Utilisation50-60% Not using it at 100%

-> doesn’t have to invest yet

Average age of his machines

About 5years oldFor 10years

Time to earn some money; isn’t stressed by buying new machine

every year

Automatisation degree About 50% automaticA lot to do manually; not always available

Quality controlNo certificate, but regulary

controlled (AFSCA)

Troubles with countries asking for ISO’s etc.

But earn lots of money to reinvest

Adaptation to foreign markets

Ready to make anythingBut same components

Keep a high quality level by keeping the same components

Financial capacity

• Ready to invest in exportation and innovation• Follow the idea of never refusing a

proposition– Ex : new product created because asked by

someone:

Grand Marnier Ginger

Strategic risk taken : adaptation = tradition=> difference between them and their competitors.

Countries’ RisksCountry Political risk Commercial risk

Germany

Spain

Switzerland

France

Israël

Maroco

USA

South Africa

Countries’ Risks

• Importance of Ducroire: knowing risks => take the best decisions

• Not much risk for Molitor

• Have to pay attention to countries’ standards : ex: Hygienic standards in Maroco.

• Never change basic components but adapt his product to the country : ex: alcohol in USA

Clients’ risks

• Accountant checks the accounts : payment’s date, ways of doing it etc…

• Big risk : few official contract.– Could lose clients in one day; and has no regular

clustomer.

• The client’s culture : Molitor has to change the concept if they want to ex: Germany, no boxes allowed => transparent box instead. (cultural use: see the food through the packaging)

Change’s risks

• Euro

• But some refused and paid with their own money : ex: Switzerland and USA– Problem with crisis: deal

• Risk to lose potential customers

Transport management

• Arrange the ransport but customers have to pay

• People coming to Belgium to get their command won’t pay supplements

•No forwader

Transport managementTransport Analysis

Packaging : Robust and able to protect while travelling

Adapted packaging avoid him to pay damaging insurance or adaptation.Arrive on good conditions : temperature, light…

Ex: Had problem with Spain (needed frigolite packaging) and Israel (needed mousse packaging, high t° resistant)

Journey :Molitor sends his products via different transport companiesPlanes, boats, post & trucks .Use of cellophane in order to avoir damages on the way

A good basic packaging could avoid him some unuseful costs. ( Frigolite/ mousse packaging)

Ready to use any transport : can chose the cheapest and earn money

Standards and tracability :No ISO certificate : because not using « death animals » : eggs, sour cream etc..

Most of his components come from Callebaut.

No need of ISO certificate But=> problems with exporting in some countries,(laws and needs)

But knowing that he gets his components from Callebaut => credibility.

Marketing strategy

• Adaptation capacity• No time to promote his products• Wants to remain anonym: his name

never appears on packaging, except in Delitraiteur’s shops

• Works with word of mouth

Marketing strategy in foreign countries

• No publicity, no campaign

• Wait for demands

Target

• Companies• Event ex: Justine Henin • Delitraiteur• Private

Positioning • « The Art of chocolate » : know-how,

tradition, passion, creation, adaptation

• Quality standards: ideal components• Anonimity

Products• Manon

• Ganache

• Truffle

• Pralinés

• Marzipan

• Caramel

Prices : Belgian market

• Between Leonidas and Marcolini

• High price ≠ high quality• Affordable pricesEx:– Pralines : 4.25 €– Mendiants : 6.25 €– Orangettes : 5.75 € – Truffes : 6.25€– Ballotin : 20€– Fruits en Massepain : 17 €

Prices : foreign countries

• Modification of the prices: distance, transport

• Belgian chocolate’s notoriety allows him to raise his prices

Distribution

• No shops• Delitraiteur• Lots of other shops but people don’t know

it is his products (80%)

• No real increasing of hisreputation : word of mouth, web site & promotions inDelitraiteur

Communication

• Linked to Delitraiteur’s strategy – Radio – Degustation – Promotion

• Some magazines

• Web site (http://www.molitor.be) : highlight his quality and products

Partners abroad

• No prospection• Agree to work with anyone• No more representatives• + France• - Spain, Israel, Switzerland,Florida• Sushi shop (ginger)• Priority to the Belgian market

Thank you

For your attention