goods product brief report

Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 1

CAYRIBE SARL

Société à responsabilité limitée au capital de 60.000 Euros

R.C.S. Pointe-à-Pitre 531 976 215

Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault

CAYRIBE ® - Reproduction interdite - PTF_RAO_V1.1

Des entrepreneurs au service des entrepreneurs

Market Survey of the French

Caribbean

Product Brief

GUADELOUPE

127, rue Nobel

Carré Nobel – ZI Jarry

97122 Baie-Mahault

Tel / Fax : 0590 24 56 82

MARTINIQUE

41, Bd Sainte Catherine

97200 Fort-de-France

Tel / Fax : 0596 54 22 10

Project Manager : Caroline Ventura, [email protected], +596 696 31 39 50


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Versioning

Date Référence Objet de la modification

05/10/2015 A Document creation

06/22/2015 B Amendments answering the comments made by

exporTT on 06/09/2015

Approval

Société Nom Fonction Date Signature

CAYRIBE Caroline Ventura Directrice

Martinique 06/23/2015


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Table of contents

1. INTRODUCTION 5

2. GLOBAL RECOMMENDATIONS 6

2.1. Product analysis 6

2.2. Placement 7

2.3. Price strategy 7

2.4. Promotion 8

2.5. Success factors for mass market 8

3. FOCUS ON CHLORINE GAS AND SODIUM HYPOCHLORITE 9

4. SAUCES & CONDIMENTS & PREPARED PRODUCTS 10

4.1. Competitive environment (brands) 10

4.1. Examples of packaging and labelling 11

4.2. Price range in € 11

4.3. Opportunities and threats 12

4.4. Recommendations 12

5. PASTA 14


5.2. Examples of packaging 15


5.4. Opportunities and threats 16


6. BISCUITS & SNACKS 17




6.4. Opportunities and Threats 19


7. NONALCOHOLIC BEVERAGES 21


7.2. Examples of Packaging 22


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7.4. Opportunities & Threats 23


8. BLEACH & DETERGENTS 25



8.3. Price ranges in € 26



9. TOILET PAPER 28





10. PLASTIC BOTTLES 30

11. ALUMINUM PROFILES AND PRECAST JOINERIES 31



12. METAL FLOOR DECKING AND ROOFING SHEETS 33

12.1. Metal floor decking 33

12.2. Roofing sheets 33


13. BEDDING PRODUCTS 34


13.2. Examples of products 34



14. ANNEXES 35


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1. Introduction

This document contains the product related information collected during the market survey on the

French Caribbean Outermost Regions.

Considering the FCOR market, the list of products provided by exporTT has been divided into two

groups:

- Mass market retail products with all food and beverage and tissue products

- B2B products

On the retail sector we have gathered the following information on the three territories:

- Market trend

- Retailer markup for most types of products (the wholesaler markup should be around 10%)

- Competitive environment with the different brands found on site at the time of the survey

(May 2015)

- Price range with the different price levels found on the market at the time of the survey

(May 2015)

The prices are provided in € since it is the currency of the market.

Potential exporters should be aware that, since the most trade relationships are held in €, importers

are more familiar with that currency.

The product brief is completed with a strategic view of the sector in terms of threats and

opportunities for a new supplier and with our market entry strategy recommendations.

We also included pictures of the shelves and of products to illustrate packaging standards.

In the price range tables, MM stands for Mass Market.

The detailed tables are provided in the annexes.

On the B2B sector, we have met with representatives of the local industry and the corresponding

chapters relate our feedback from these encounters.

The detailed tables with contact numbers and names are provided in the annexes.


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2. Global recommendations

Place Price Promotion

Food & beverages Mass market and

convenience stores

via wholesalers

Market penetration

strategy

Billboards, mass

media

Tasting event

Rum Wine shop Private events

Luxury packaging

Community

management

Detergents Mass market and

convenience stores

via wholesalers

Market penetration

strategy

Efficacy

demonstration on

local TV

Demonstrations on

site

Plastic bottlers Distributors Market penetration

strategy

Construction

materials (raw

materials)

Distributors

Local manufacturers

To be negotiated Easy terms of

payment

Bedding products

(raw materials)

Local manufacturer To be negotiated Easy terms of

payment

2.1. Product analysis

After the European norms issue, the first recommendation on the products is to make them

compliant with European packaging since size and appearances are quite standard.

It means, at least:

- Knowing the standard size for each product

- Adopting the International Metric System

- Translating into French

The product origin should not be identified by the packaging even though it can be used in

promoting the product.

Food and beverage products are popular products in the FCOR but are also subject to consumer

tastes. People tend to like food to be spicier, more sugary and salted than in European countries

and are therefore closer to the Caribbean tastes.

Still it is a very competitive sector with local firms on each territory who adapt their products to the

local tastes.

The first step of any attempt to export any food or beverage product to these territories is to have

an onsite taste testing campaign to ascertain that the products will not be rejected.

Concerning cleaning products, effectiveness is the key; products need to demonstrate their

efficacy as the consumers are generally loyal either to a brand or to a price level associated with

good value for money.

It should be noted that detergents and toilet paper are manufactured by companies of the same

group in all three territories.

The plastic bottles market is not yet well covered and small local beverages producers buy their

products directly from mineral water bottling factories since they manufacture their bottles from

plastic sheets. To enter this specific market, Trinidadian firms must be able to comply with norms on

food containers and provide the rightly-sized products (mostly 0.5l, 1l and 1.5l).


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The aluminum joineries market and bedding products market are quite similar since they are highly

competitive in all three territories with local manufacturer. In contrast to bedding market, there are

many imported products much of the joinery is locally made to measure.

We recommend that these markets should be first entered by Trinidadian firms as raw materials

providers.

2.2. Placement

The distribution channels will vary depending on the product.

There are 3 channels for food and beverage products and detergents:

- Supermarkets

- Minimarkets

- Convenience stores

The choice of the channel depends mainly on the financial means of the exporting firm. Firms with

extensive means will be able to reach wholesalers and supermarkets while reduced means firms

should target minimarkets and convenience stores.

In both cases, it is strongly advised to work with a wholesaler.

In order to reduce the perceived risk for final distributors of proposing unknown products, a test

could be made with a few shops with improved conditions during the period (for example on

payment or markup).

Bedding products and plastic bottles distribution contracts should be signed directly with

distributors with Trinidadian firms as referenced product suppliers.

Because of the existence of groups with branches in more than one territory, construction materials

can be sold to both manufacturers and distributors depending on the partnership that may be

built.

2.3. Price strategy

To succeed in entering the retail mass market it is important that the price of the product is set to

the market price.

We generally recommend two price levels:

- A penetration price at first below market price

- Then a rise to the regular market price

The middle term strategy is to be discussed at least with the wholesale.

In the case of detergent, more than the price, the value for money is to be considered.

Generally, on the retail market, since the three FCOR markets are small ones, it is important to

apply the same policy with all the distributors.

The success in entering the B2B market is correlated to the partnership built with the distributors

(bedding products) or the manufacturers (in the case of raw material selling). There the price

comes second after compliance with European norms.

We therefore recommend a two time price negotiation process:

1. Building of relationship with potential buyers to evaluate the volumes

2. Evaluation of the impact on prices of the European norms compliance


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2.4. Promotion

Promotion issues concern mainly retail products.

Usual means of communication in mass marketing are billboards, mass media and special offers.

Those are the recommended promotion media, especially for food and beverage (except for

Rum).

In the case of pasta and sauces, more and more offers combine both to provide final consumers

with all-in-one packages. This packaging strategy is very efficient either for a market entry or for

foreign food (e.g. roti skins).

Last, we recommend having a local representative In charge of

- Staying in contact with the distributors

- Provide follow up for the products

- Manage the info line

- Manage the commercial events and special offers

Even though it is not necessary to hire one representative for each territory, this person must be

perfectly fluent in both English and French.

2.5. Success factors for mass market

Before any other consideration, the products have to comply with European norms as detailed in

the “Standard & Regulations” section.

•Fluent in both English and French

•Knowledgeable on the local market

•With sales and commercial negociation competencies

Local representation

•Transaltions to be made by a local communication agency

•Taking into account the differencies between the 3 territories

•Eventually translation into other languages for French Guiana - this point is to be asserted

Locally pertinent translation

•Visual standards

•Size, weight, quantity

European standards packaging


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3. Focus on Chlorine Gas and Sodium Hypochlorite

PROCHIMIE SAS is a local firm based in Martinique which owns both SOPRODIG in French Guiana

and CHLOREX HYGIENE in Guadeloupe.

These companies manufacture detergents and cleaning products as well as tissue products, for

their own marks, on distributors demand and under franchising agreements.

PROCHIMIE used to import Chlorine gas from Trinidad and Tobago but had to change due to a

change in regulation imposing standards that its Trinidadian supplier could not meet. These

changes refer to:

- The size of the chlorine gas bottles

- Security standard in the sealing system of the bottles

PROCHIMIE is not against buying its raw materials from Trinidad and Tobago anew if the European

norms can be met. In this case two other constraints should be met

- Regularity in supply since the norms on chlorine gas stock allows no buffering

- Attractive pricing compared to the current supplier

The same goes for sodium hypochlorite on which the norms are less strict but also for any other raw

material.

Since price levels are not easily obtained in the B2B sector, PROCHIMIE expect its potential suppliers

to make an offer providing a baseline for negotiations.

Considering the activities of the society (detergents and tissue paper) and other activities in

aluminum products, group PROCHIMIE’s parent company is globally interested in discussing any

collaboration that could be built with Trinidad.


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4. Sauces & Condiments & Prepared products

The sauce & condiments market is highly competitive with a large range of products and brands

covering different tastes and prices.

The markup of the retailer for the sauces & condiments is around 25 to 30% and around 20% for the

prepared products.

It should be noted that the three territories already have their own specific traditional sauces.

Specific products like roti skins can find a market, however it will be a niche market with small

volumes. These products need any way to come with specific packaging and promotion

techniques

4.1. Competitive environment (brands)

Guadeloupe Martinique French Guiana

Tomato Ketchup Amora, Heinz,

Casino, Carrefour,

Leader Price

Lessieur, Amora,

Casino, Carfefour,

Heinz

Heinz, Amora,

Carrefour, leader

Price, Casino

Mayonnaise Amora, Casino,

Carrefour, Leader

Price

Amora, Carrrefour,

Lessueur, Casino

Amora, Benedicta,

Carrefour, Casino,

Leader price

Pepper Sauce Baron, Bello, Hot

sauce Louisiana

Benedicta, Carrefour,

Lessueur

Carrefour, Benedicta,

Casino

Amchar,Kuchela and

Similar preparations

Sharwoods Not found Ducros

Curry Lesieur, Suzi wan Casino, Lessieur Ducros

Cereals Kellogg's, Casino,

Carrefour, Leader

Price

Nestlé, Lion, Casino,

Carrefour, Leader

price

Nestlé, Joe’s farm,

Casino, Carrefour,

Leader price

PopCorn MagicPop Magicpop, Riglopop Carrefour, Menguy’s

Prepared Potato Lay’s, Casino,

Carrefour, Leader

Price

Leader price,findus

Mc Cain, Casino,

Carrefour

Mousseline, Maggi

Fried & Pepper Kellogg’s, Leader

Price

NF Ducros, Leader price

Chick Peas Bonduelle, Bina Casino, Bonduelle, A.

legal, Leader price

Split Peas Vivien Paille Isis Celimen Carrefour, Casino,

Bonduelle


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4.1. Examples of packaging and labelling

4.2. Price range in €

Product Guadeloupe Martinique French Guiana

Tomato Ketchup

(1 kg)

MM Min price 1.02 1.39 1.20

MM Max price 3.18 4.21 4.90

Leader Price 1.14 1.13 1.59

Mayonnaise

(250 g)

MM Min price 1.50 2.19 0.50

MM Max price 3.98 4.19 3.90


Pepper Sauce

(490 g)

MM Min price 1.99 1.39 1.25

MM Max price 2.95 3.15 1.35

Leader Price 1.29 Not Found Not Found

Amchar,Kuchela

and Similar

preparations

MM Min price 3.02 Not Found 2.17

MM Max price 5.66 Not Found 2.50

Leader Price Not Found Not Found Not Found

Curry

(420 g)

MM Min price 1.25 1.14 2.28

MM Max price 4.60 1.95 2.49

Leader Price NF 1.10 NF

Cereals

(375 g)

MM Min price 2.68 1.79 2.65

MM Max price 4.85 5.05 5.79

Leader Price Not Found 1.62 3.95

PopCorn

(270 g)

MM Min price 2.80 0.99 1.45

MM Max price Not Found 2.95 3.10

Leader Price Not Found Not Found Not Found


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Prepared Potato

(600 g)

MM Min price 3.95 1.08 1.29

MM Max price 4.70 6.43 7.45


Fried & Pepper MM Min price 1.49 Not Found 0.89

MM Max price 3.35 Not Found 3.35

Leader Price 1.98 Not Found 1.89

Chik peas

(500 g)

MM Min price 1.25 0.99 0.89

MM Max price 1.59 1.56 2.79


Split Peas

(265 g)

MM Min price 1.10 1.01 1.19

MM Max price 2.39 1.43 3.09

Leader Price 1.35 Not Found 1.95

Curry(Spice)

(42 g)

MM Min price 1.04 0.82 Not Found

MM Max price 1.99 1.92 Not Found

Leader Price Not Found 0.79 Not Found

4.3. Opportunities and threats

4.4. Recommendations

Beyond the necessary taste test, since the sauce and condiments are very popular products, we

recommend, in terms of communication and promotion, to create proximity with the consumer

by pushing forward the idea of “local” products (from a Caribbean stand point) in comparison to

standard international products.

This proximity can be induced with demonstrations and tasting of the products on site.

We also recommend the creation of bundled packages with recipes to fight possible reluctance

of the consumer who does not know how to use the product.

Opportunities

• Traditonnal or local sauces are not much represented

• Indian sauces are not really reprsented on the market.

• The market of split and chick peas is not highly competitive

Threats

• Large offer for classic products like ketchup or mayonnaise

• The consumption of certain product, such as popcorn, is not entrenched in these societies


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•Mass market retailing

•Convenience store

•Tasting events

•Word of mouth

•Market entry below market price

•Market price

•Taste approval by local population

•European standard packaging with locally adapted texts

Product Price

Placement via

wholesalers

Proximity Promotion


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5. Pasta

The pasta market in the FCOR is fully covered with imported products. Even the local brand,

Sagittaire, imports bulk products to pack them in local plants.

Demand is still growing but consumers want higher quality and/or more practical products (shorter

cooking time, packages…).

There has recently been a strong increase in the sales of premium products (old fashioned recipe,

bio, gluten free …)

The markup of the retailer is around 20%.


International groups are represented by strong brands, Panzani, Barilla and Lustucru.

The market is segmented as follows:

- International brands placed on middle and high end of the market or on new products

o Panzani

o Barilla

o Lustucru

- Distributor label with entry point brands and a few qualitative references

o Carrefour

o Casino

o Leader Price

- Local brand : Sagittaire


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5.2. Examples of packaging



Spaghetti

(500 g)

MM Min price 1.95 1.13 0.95

MM Max price 2.05 1.99 2.69


Macaroni

(500 g)

MM Min price 0.98 1.05 0.95

MM Max price 2.77 2.08 2.69


Shells

(500 g)

MM Min price 1.09 1.22 0.95

MM Max price 1.87 2.08 2.95


Noodles

(500 g)

MM Min price 0.96 1.09 1.49

MM Max price 1.89 1.92 2.89



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5.4. Opportunities and threats


The pasta market is now mature and highly competitive therefore we recommend entering with

combined products sauce & pasta. Packaging should be adapted to local standards for visuals as

well as texts.

After a special offer period for the introduction to market, prices should be set to the market level

for equivalent products.

In addition to merchandising and packaging efforts, firms should expect important

communication budgets to promote their products:

- Mass media, billboard and presence in promotional leaflets

- Special offers animation

We recommend organizing a special operation for the launching of the products:

- Advertising and promotion to let consumers know the product

- Special size or flavor packaging

- Recipe book for adults and children

Opportunities

• Consummer ready to pay more for quality

• Few noodles products

Threats

• Large offer on classic products in the whole spectrum

• Premium brands setting the standards for innovation



•Billboard & leaflets

•Recipe leaflet for adults and children


•Market price for equivalent quality

•Combined with sauces


Product Price

Placement via

wholesalers

Mass media

Promotion


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6. Biscuits & Snacks

Studying the overall French market shows that, while there is a decrease in the revenues, sales

volumes are globally stable. 90% of the products are sold in mass market retailer and consumed

mostly for snack time or breakfast.

The FCOR population displays, on that precise point, the same behavior.

The market is considered to be hard to enter since it is well covered with well-known national

brands, attractive store brands and low price brands. The latter ones’ products come from the

national brands plants diversification strategy.

The market also provides regional specialties prepared by local firms answering local tastes. These

products tend to be distributed in minimarkets, convenience stores and even ambulant sellers.

It should be noted that there is a growing concern about the impact of manufactured food on

the health condition of children. Therefore, the brand LU signed in 2013 an engagement to reduce

fats and use whole wheat to increase the fibre content of its biscuits.

The biscuit sector is anyway in the process of being normalized (AFNOR).

The markup of the retailer is around 20%.



Chocolate

Confectionery

Lindt, Casino,

Carrefour, Leader

Price

Cote d’or, Lindt,

Nestlé

Nestlé, Poulain,

Carrefour, Casino,

Leader Price

Sweet Biscuits Lu, Pimps, Casino,

Carrefour , Leader

Price

Casino, Carrefour, Lu,

Leader Price

Lu, Oréo, Carrefour,

Casino, Leader Price

Wafer & Waffles Loacker, Casino,

Carrefour, Leader

Price

Not found Serebis


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Sweet Biscuits

(200 g)

MM Min price 1.49 1.39 0.45

MM Max price 4.95 3.67 5.10

Leader Price 4.50 Not found 2.95

Chocolate

Confectionery

(100 g)

MM Min price 1.15 1.57 2.10

MM Max price 2.56 2.85 7.35


Wafer &

Waffles

MM Min price 1.59 Not found Not found

MM Max price 2.48 Not found Not found

Leader Price 2.46 Not found 3.59


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6.4. Opportunities and Threats


We recommend working on the “Caribbean product” image to propose popular products close

to the population’s tastes. Promotion should focus on billboards and radio broadcasting:

- Billboards to expose the product to the consumers and arouse their desire to taste

- Radio broadcasts at chosen hours to target selected populations

NB: The radio channel providing the best exposure in the three territories is RCI.

Depending on the resources to be allocated to promotion, biscuits firms should focus either on the

mass market or on the proximity distributors.

Choosing the mass market distribution channel imposes to adapt the packaging to local standards

for visuals as well as texts when choosing proximity distributors combined with a “Caribbean

product” image may allow keeping the original packaging.

It should be noted that when working only with convenience stores and proximity distributors it is

important to have a local agent in charge of following up the product distribution.

In all cases, the taste of the products will have to be tested on local population and the price

strategy should be tuned for market penetration:

- A penetration price at first below market price

- Then a rise to the regular market price

Opportunities

• Large price range

• Limited offer on waffles

Threats

• Saturated market


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•Billboard & broadcasting

•Taste animations



•Taste testing


Product Price

Placement via

wholesalers

Mass media

Promotion


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7. Nonalcoholic Beverages

All three territories have their own local spring water (Capès Dolé, Chanflor and Matouba) in

addition to Didier and Capès, aerated spring water that are also distributed in French Guiana.

These brands all have a high level of loyalty from the population, each one on its own territory.

The market coverage is completed by other spring waters from Europe and low cost spring water.

Therefore any challenger product on the market of water (still, aerated or flavored) should be at

least based on spring water.

The market of aerated beverages is also saturated with Coca Cola occupying more than 90% of

the shelves followed by Pepsi and then the local brands. The local production of aerated

beverages is done by one group on the three territories.

There is a segmentation on the French juice market associated with two specific appellations for

two different kinds of products: “jus” (100% fruit juice) and “nectar” (refined from fruit concentrate).

Any product targeting this market should have a label compliant with that segmentation.

The market is dominated by local brands followed by the chain brands.

A new segment has been created a few years ago with energy drinks having a real success, mostly

with young consumers. The main brands are RedBull and LongHorn, the latter being locally

produced.



Orange Juice Joker, Réa, Banga,

Casino, Carrefour,

Leader Price

Casino Carrefour

Royal Jocker, Rea,

Leader price

Casino, Bravo, Joker,

Réa, Carrefour,

Leader Price

Mixtures, fruit Juice Joker, Jaïgo, Casino,

Carrefour, Leader

Price

Casino Carrefour

Royal Jocker, Rea,

Pamphil, Leader

price

Sunland, Joker, Jaïgo,

Carrefour, Leader

Price

Aerated beverages Coca-Cola,

Orangina, Ordinaire,

Gwada Cola, Vaval

tropique, Amigo,

Casino, Carrefour,

Leader Price

Casino, Orangina

Royal soda, Zwel,

Coca Cola, Fanta

Orangina, Casino,

amigo, Leader Price

Tea Lipton Carrefour, Casino,

Lipton, Chanflor,

Leader price

Lipton, Casino,

Carrefour,

Flavored Water Volvic, Chanflor Chanflor Vittel,

Contrex ,Leader

price

Matouba, Chanflor,

Aerated Water Capès, Didier, Saint

Pellegrino, Perrier,

Fine Ligne

Didier, Pellegrino,

Vichy

Didier


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7.2. Examples of Packaging



Orange Juice

(1 l)

MM Min price 2.19 1.75 1.25

MM Max price 4.24 2.55 3.25


Mixtures, fruit

juice

(1 l)

MM Min price 1.79 1.71 1.75

MM Max price 3.29 2.55 3.79



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Aerated

Beverages

(1.5 l / 2 l)

MM Min price 1.25 1.45 0.95

MM Max price 2.75 2.85 3.50


Tea

(1 l)

MM Min price Not Found 1.98 1.65



Flavored Water

(1 l)

MM Min price 1.63 1.59 1.69

MM Max price 2.55 1.74 2.29


Aerated Water

(1 l)

MM Min price 0.98 1.15 1.30

MM Max price 1.25 1.99 1.30

Leader Price Not Found 0.78 Not Found

7.4. Opportunities & Threats


There are two possible ways to attack a saturated market:

- A low cost strategy, depending on actual and transport costs

- A “added value product” positioning allowing high prices if there is a real competitive

edge

Because of the increased interest of the FCOR population in health issues, we recommend to enter

the market with products with a healthy identity at the market price of other products (around 2€/l).

Packaging should also be a permanent issue since, nowadays, size and appearance of the

beverages evolve during the year, these evolutions being used to reinforce the identity of the

product and stimulate the promotion.

The product size should be set to local standards: 0.5l, 1l, 1.5l and 2l.

Consumer will be sensitive to the name of the product / brand therefore we also recommend to

work with a local agency to choose the product name.

In case of mass market distribution, promotion will have to be creative and all year long relying on

various supports for the consumer to associate the product with both their lifestyle and a positive

image.

Opportunities

• Lack of a complete product range on tropical juices

• Increase of demand for energy drinks

Threats

• Strong brand loyalty to the products of the local industry

• Strong competition between international and local brands

• Specific tastes


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An efficient launching strategy will need at least the following:

- Special launching price

- Extra free samples for promotion by the distributors

- Sales contests

- Referencing in retailers leaflets



•Billboard, movie theater advertising, sport event sponsoring

•Taste animations

•Higher perceived quality at market price

•Taste testing

•Locally adapted and evolutive packaging with bright colors and eventually a differenciating bottle

Product Price

Placement via

wholesalers

Mass media

Promotion


CAYRIBE SARL






8. Bleach & detergents

Bleach is an inescapable product in these companies; its use is rooted in their practice

consequently its demand remains constant. This is a highly competitive market where reputation

and price are determining. Indeed local production is confronted with mass distribution discount

imported brands which are essentially French due to the strict regulation in place.

There is a large range of detergent products, mainly sold in mass market retailers.

The products come both from Europe and the local industry with firms solidly established in the

three territories (PROCHIMIE, CHLOREX and SOPRODIG, the three of them belonging to the same

group).

It is to be note that bleach is commonly sold in small size refills.

The retailer mark-up goes from 20 to 40%.



Bleach Lacroix, BEC, Ajax,

Casino, Carrefour,

Leader Price

Tropic force, Bref,

LaCroix, Leader Price

Carrefour, Casino

Tropic force, Bref,

Lacroix, Leader Price

Dish washing Paic, Chlorex, Casino,

Carrefour, Leader

Price

Casino, Mir PAIC,

Carrefour

Casino Maison Verte,

Kris, PAIC, Carrefour

Detergents Not Found Casino , Carrefour

Saint marc,Lacroix,

Cillit Bang , Leader

Price

Cilit bang, Vigor,

Casino, Carrefour,

Leader price

Disinfectants Sanytol, Casino Casino,

Carrefour,Canard

Harpic , Leader price

Casino, St-Marc,

Dettol, Leader price

Treatment of textiles,

materials or other

materials

Ariel, Gama, Skip,

OMO, Le chat, X-TRA,

Casino, Carrefour,

Leader Price

Casino, Carrefour

Doudou, Lenor,

Soupline, Leader

Price

Dash, Mechat,

Carrefour, Casino,

Leader Price


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8.3. Price ranges in €


Bleach

(2 l)

MM Min price 3.01 1.95 1.10

MM Max price 6.25 4.31 5.35


Dish washing

(750 ml)

MM Min price 1.54 1.49 0.90

MM Max price 5.15 2.99 5.40

Leader Price 1.59 1.79

Detergents

(1 l)

MM Min price Not Found 1.75 1.99



Disinfectants

(1 l)

MM Min price 1.95 2.13 1.45

MM Max price 4.49 7.89 3.59

Leader Price Not Found 2.19 X

Treatment of

textiles,

materials or

other materials

(1.8 l)

MM Min price 4.49 3.39 2.29

MM Max price 12.48 7.21 18.15



Opportunities

• Consumers sensitive to product efficacy or at least value for money

Threats

• Strong brand loyalty when satisfied

• French regulation

• Market is essentially occupied by French Brands


CAYRIBE SARL







Once satisfied by the quality of a detergent, the FCOR consumer is loyal to its brands, or, at least,

to its level of value for money.

Since the key factor is the efficacy of the product, we recommend focusing on quality in both

product conception and promotion.

If possible, the product should meet both criteria of quality and price.

The promotion message will therefore be able to emphasize on it in advertisement with

“before/after” trailers.

•Mass market retailing•TV broadcast of effeciency test


•Locally adapted packaging

Product Price

Placement via

wholesalers

Mass media

Promotion


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9. Toilet paper

The toilet paper market is mostly occupied by products locally manufactured since the three firms

established in each territory produce their own brands products, some retailer brands products

(Leader Price) and also, under franchising, international brands products.

It should be noted that these three firms belong to the same group owning the bleach and

detergent factory.

The retailer mar up is around 30%.


The market is segmented as follows:

- International brand placed on middle and high end of the market or on differentiated

products (color, fragrance…)

o Lotus

- Distributor label with entry point brands and a few qualitative references

o Carrefour

o Casino

o Leader Price

- Local brand :

o Doudou

o Doucine

o Chlorex



Toilet Paper

(12 rolls)

MM Min price 1.68 4.3 2.20

MM Max price 3.90 6.35 7.99



CAYRIBE SARL








Toilet paper is neither glamourous nor a high added value product which induce selling techniques

from retailers based on repeated special offers

Since consumers are focused on price, entering this market needs be done with an aggressive

price policy.

Still these late years trend in toilet paper communication is to associate the product with a sense

of wellbeing to erase its down-to-earth image.

An efficient launching strategy should be supported by:

- Special launching price

- Discount coupons

- Distinctive packaging

Opportunities

• Products are not really differenciated

Threats

• Quasi monopolistic position of one groupe

•Mass market retailing•Discount coupons

•Referencing in leaflets

•Lower than market price

•Locally adapted packaging eventually differentiating

Product Price

Placement via

wholesalers

Mass media

Promotion


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10. Plastic bottles

On the three territories, the main beverage producers thermoform their bottles in their plants. The

market is therefore reduced to local juices or coconut water producers.

That market, albeit small, is a developing one since more and more juice producers appear on

the market.

There are currently not many plastic bottles resellers and the market is not very competitive with

prices considered high.

For example, a 1l plastic bottle can be sold in Martinique at 0.60 €.

Capès Dolé in Guadeloupe is the main producer of plastic bottles while its main activity is

producing bottled spring water.

There are a few well established plastic articles reseller which don’t sell plastic bottles and who say

to be interested by a new supplier.

To enter the plastic bottle market, we recommend negotiating directly with these plastic articles

reseller.


CAYRIBE SARL






11. Aluminum profiles and precast joineries

On the three FCOR territories made to measure product are ruling the market. The market of

prefabricated aluminum joinery is developing but, since there are numerous local manufacturers,

the precast products are still mainly locally manufactured.

There is only one store in French Guiana and Martinique selling standard products, and even in this

case window, doors and louvres are locally produced.

The three markets have reached different levels of maturity.

In Guadeloupe there are around 200 companies working on made to measure aluminum joineries.

In Martinique, since lots of construction sites are on hold in the waiting of the establishment of the

unique assembly, the demand is decreasing leading to the closing down of many companies. The

sector is therefore less competitive than in Guadeloupe but still with major actors.

French Guiana is still a developing market due to construction projects related to spatial and

military activities. Companies keep being created even by firms from Martinique or Guadeloupe.

The well established and known companies are the following:

- ABD fermetures (Guadeloupe & Martinique),

- Rollestrore (Guadeloupe)

- Eurostore (Guadeloupe)

- Alusinor (Guadeloupe)

- Storemeraudes (Guadeloupe)

- SOCOMI (Martinique and French Guiana),

- SAMIR (Martinique)

- Alu discount (Martinique)

- Glass alu (French Guiana)

- Guyane Aluminium (French Guiana)

Surprisingly, the aluminum profiles market is not highly competitive with only a few suppliers all from

Europe:

- Schuco

- Technal

- Rexal

- Profil System

- Sepalumic

Some joinery manufacturers have expressed that they may be interested in importing from the

Caribbean if the proposed quality is as good as and less expensive than what they have now.

Since the quality of the profiles directly impacts the quality of the final product, buyers are and will

stay cautious on the quality issue.

Both price and quality are important since in Guadeloupe final consumer are becoming more

demanding on quality while, in Martinique they price focused and getting interested in discount

joinery.


CAYRIBE SARL








Louvre Companies were

unable to provide us

with a price since

they using a special

software for that

purpose

280

(80 cm x 80 cm)

Companies were

unable to provide us

with a price since

they using a special

software for that

purpose

Window 560

(120 cm x 120 cm)

Door 700

(90 cm x 220 cm)


Considering the structure of the different markets, we recommend to Trinidadian aluminum

manufacturers to enter the FCOR market as aluminum profiles suppliers for the existing industry.

Information about sales as well as price is hard to obtain and the supplier position is the best one

to get to understand the markets.

Negotiations should start with the main local manufacturers of each territory to evaluate the size

of the market then be extended to distributors.

Since the markets are narrow, special attention should be put into applying the same conditions

to all clients, or at least the same policy.

It should be noted that SAMIR belongs to the same group that owns PROCHIMIE, CHLOREX and

SOPRODIG.


CAYRIBE SARL






12. Metal Floor decking and Roofing sheets

12.1. Metal floor decking

The use of metal floor decking is not yet widespread in the FCOR. It is currently mainly used on

important construction sites and plywood formwork, which is currently more affordable, is

predominant in the construction sector.

However, consumers are interested in the use of new workform methods and the sale records are

good albeit the poor choice in products size.

The market is not mature yet which leaves place for new products but on this developing market

Arcelor Mittal is already well known and its international brand well rooted.

The existing companies proposing the product are:

- Arcelor Mittal (Guadeloupe, Martinique and French Guiana)

- Sopimat (Guadeloupe)

- René Cotrell Acier (Martinique)

- Profil Guyane (French Guiana)

12.2. Roofing sheets

The market is highly competitive in Guadeloupe where the profiling know-how is widely spread

while Martinique does not produce much aluminum roofsheets with its two local profiling

companies.

Therefore when Guadeloupe may be interested in importing raw materials, Martinique will be open

to importation of transformed products.

French Guiana is still a different challenge since there is a strong competition from Suriname where

construction materials are cheaper and the overall demand is decreasing. However final

customers are searching for quality so there may be some market shares to gain.

The existing companies on the market are:

- Biometal (Guadeloupe and Martinique)

- Acelor Mittal (Guadeloupe, Martinique and French Guiana)

- Etablissement Pomez (Guadeloupe)

- Top Caraibe (Guadeloupe)

- Tropic profil Guadeloupe (Guadeloupe)

- Profil Guyane (French Guiana)


For these two kinds of products, we recommend entering the market via construction material

distributors, either with raw materials or manufactured products.


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13. Bedding products

The market of bedding products is highly competitive with both imported international brands and

local manufacturers in Guadeloupe and Martinique.

Both have a large range of prices



Mattress support Not mentioned Not mentioned Not mentioned

Mattress Dunlopillo, Matelas

Baptistide, Selina,

Diroy, Bultex, Sonjia,

Dremea

Dunlopillo, Body

impression, Ebac,

Kalmboe, Simmons,

Dremea, Epada

Dreamea, Duniopillo,

Epeda, Simmons,

Treca

Pillows Sweet dreams, Dodo,

Diroy, Ergoform

Tempur, Dreams,

meribel

Dreams, Meribel

13.2. Examples of products



Mattress

support

(140 cm x

190 cm)

Market Min price 53 171 82.80

Market Max price 1 190 894 488

Mattress

(140 cm x

190 cm)

Market Min price 109 193 99.99

Market Max price 2 295 1294 758

Pillow

(60 cm x 60

cm)

Market Min price 9.99 9.99 5.99

Market Max price 119 95 89


Considering the high level of competition on that market, it can be entered either as raw material

supplier or as mattress provider.

However, we recommend starting by providing raw materials to the local industry to better

understand the structure of the markets and evaluate its size.


CAYRIBE SARL






14. Annexes

1. Mass Market price list – Guadeloupe

2. Mass Market price list – Martinique

3. Mass Market price list – French Guiana

4. B2B market – contact list - Guadeloupe

5. B2B market – contact list – Martinique

6. B2B market – contact list – French Guiana

goods product brief report

Documents