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Pernod – Ricard Alcool and publicity.  Introduction,  Alcohol effects  Economics significance  Reactions and answers from European countries,  Ways.

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Presentation on theme: "Pernod – Ricard Alcool and publicity.  Introduction,  Alcohol effects  Economics significance  Reactions and answers from European countries,  Ways."— Presentation transcript:

1 Pernod – Ricard Alcool and publicity

2  Introduction,  Alcohol effects  Economics significance  Reactions and answers from European countries,  Ways to promote alcohol,  Abuse, myths and belief,  Ethical Marketing. 2

3 In today’s Europe, alcohol is a part of events as diverse as everyday meals, religious services and celebrations. Models of alcohol consum: Alimentary Sociability symbol Celebration symbol Cultural tradition Alcoholism: the pathologic drinking 3 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

4 HEALTH  Short-term: Central nerve system depressor Sociability Drunkness  Long-term: Alcoholism Neurological and digestive damage Cardio vasculair impact Risk during pregnancy Cancer 4 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

5 SOCIAL  Accidents Mortal road accidents:30 to 40 % Work accidents:10 to 20 % Domestic accidents: 20 %  Mortality 3 % of female deceases &14 % of masculine deceases Premature mortality: age group 45-54: 20,3% of female deceases & 22% of masculine age group 45-64 : 40,8% of female deceases & 48,2% of masculine cirrhosis and psychoses: 6% premature deceases 5 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

6  Well-established place in the global economy 3 million jobs, or 2% of total EU civilian employment In the USA; 1.78 million job, $54 billion in wages and benefits  Employment in EU : The spirits sector: directly about 50,000 job; indirectly 250,000 people. The brewing side: 2,800 European breweries;164,000 employees ;indirectly 2.6 million jobs Industries serving the beverage alcohol sector 6 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

7  TAXATION In the EU: € 24bn per year in excise duties Breweries, beer consumers and employees: € 38bn a year, € 19bn in VATand 10.5 B€ in excise duties. In the U.S.: $30 billion in business, personal and consumption taxes (incl. $9.2 billion in excise taxes) 7 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

8  SALES Global volume sales 182.9 billion L in 2004 Stable 1-2% annual increase over the 1999-2004 period 8 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

9  SOCIAL COST Total tangible cost of alcohol to the EU: €125bn in 2003 (1.3% of GDP) Intangible cost: €152bn-€764bn 9 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

10 10 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

11  The Evin Law (1991) regulates the alcoholism in limitating the right to advertise alcohilized beverages in view to protect the youth of marketing operations  It’s clearly forbidden to : advertize in the children dedicated press and make radio adverts neither on Wednesday nor on the oter days beetween 5pm to midnight. deliver leaflets or things showing any benefit of an alcoholized drinks sell wildely any alcohol without permission 11 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

12 POLANDFRANCE BeerWineSpiritBeerWineSpirit Definition of alcohol (vol. %)0.51.2 Maximum Blood Alcohol Concentration (BAC) level0.20.5 Restrictions on advertising National TVPartia l Ban National Radio Partia l Ban Partial Printed Medias Partia l Ban Partial Tax as % of retail price2214578.83.133.2 Restrictions on alcoholic beverage consumption in public domains Health care establishments BanPartially Educational buildings BanPartially Government offices BanPartially Public transport BanPartially Parks, streets, etc. Ban Sporting events BanPartially WorkplacesBanPartially 2004 Global Status Report: Alcohol Policy (World Health Organization) Polish government is more severe on alcohol market than France : Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

13 Country2004 1 2007 France11.4313.0 [2] Italy8.02 Sweden5.969.8 [3] Poland8.09 1: WHO database 2: INSEE 2006 3: Gouvernement office of Sweden 13 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

14 14 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

15  Bratt system 1914 abolished in 1955  Prohibition failed to be introduced in 1922  1995 Sweden entered the EU Swedish National Institute of Public Health fundinguniverse.com Wikipedia Payroll eve Vote YES! 15 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

16  Monopoly for selling all beverage with alcohol content higher than 3.5%  Restricted opening time  Restricted age: 18  High taxes  Authorized import for personal consumption  Definition of alcohol beverage 2.25%  Complete ban of advertising 16 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

17  More liberal  Definition of Alcohol beverage 0.1%  Taxes from 0 (wine) up to 40% of retail price  Limited ban in advertising  License to sell and produce 17 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

18 18 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

19  Advertisement 19 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

20 2002, morgenweb.de  Sponsoring 20 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

21  Franchising 21 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

22 007.atomicmartinis.com  Cultural … 22 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

23  Self-Restriction 23 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

24 24 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

25 “Cosmopolitan readers drank 21,794,000 glasses of beer in the last week... Isn't it time you gave Cosmopolitan a shot?” 25 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

26 1. Drinking is a risk-free activity. 2. You can't survive without drinking. 3. Problem- drinking behaviors are normal. 4. Alcohol is a magic potion that can transform you. 26 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

27 5. Sports and alcohol go together. 6. If these products were truly dangerous, the media would tell us. 7. Alcoholic beverage companies promote moderation in drinking. 27 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

28 28 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

29

30  Corporate Social Responsibility  Integration of Sustainable Development  Stands out from pure capitalism  Economical considerations but also:  Environmental  Social  Voluntary approach that becomes compulsory 30 aspects It’s about self-regulation Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

31  About changing mentalities  Various actions to promote a reasonable use  Partnership with awareness campaigns  Educ’Alcool -> Quebec, national alcohol companies  SAM the party’s captain,  Financed education campaigns  “pull the problem out by the roots”  ≠ ways depending on the countries  Governmental (and even some NGOs) recognition 31 Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

32  Taking initiatives  “Good practices” :  Pregnancy logo for all countries  Doesn’t emphasize on the positive aspects  Youth -> takes preventive actions (road safety)  “Behavior Code” for all employees 32 Example of Pernod-Ricard Apollo Group - Helene Brie - Paola Martin - Manuel Aiple - Luigi de Menorval - Vincent Fiaccabrino - Baudouin de Marsac - Clément Hochart

33 Thank you for your attention… 33


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