EL MUNDO DEL QUESO

What is El Mundo del

Queso?

A boutique/ delicatessen shop of

french food products
Located in Santiago, Providencia, Los
Leones
The boutique also offer a cafeteria
service

MARKET ENVIRONMENT ANALYSIS

Macro environment
PESTEL
Politics : Nothing ?
Economic :
Social :
Environment :
Legislation :

MARKET ENVIRONMENT ANALYSIS

Micro environment
Clients/Consumers :
Consumer
s
segmenta
tion

French people &

Foreign people
(european) living
in Chile

Chilean people
ABC1
30+ years old
Epicurean people

Trends

Missing home and the

food of their country

Enjoying life and

gourmet foods
open outlook

Motivation

Eating french foods and

recover the flavour they
were used to.

Discovering new
experiences and new
flavours

Unmet needs

The feeling of being at

home. The taste of the
food theyre used to

The need of new

experiences

MARKET ENVIRONMENT ANALYSIS

Micro environment
Competition: Direct competitors Other boutiques
selling french food products

- Eric Kayser (Las Condes)

Strenghts : very famous in France, well known as selling good quality
products.
Weaknesses : Do not sell every type of french products (Bakery)
- Paul (Las Condes)
Strengths : Very famous in France, Located in Parque Arauco
Weaknesses : Ordinary brand for french people. Do not sell every
type of french products (Bakery).
- De cocina, coquinaria (Las Condes) reselling food from Fauchon
Strenghts : Fauchon is very famous and has a luxury positionning in
France
Weaknesses : this place is not specialized in selling french products.
Little choice of french products.

MARKET ENVIRONMENT ANALYSIS

Micro environment
Competition: Indirect competitors
- Other delicatessen shops:
Ex : Italian boutique in front of El mundo del queso (Tenemos que ir a
verla)
- The other food shops located in the same area (Providencia, Los
leones)
Ex : Igual
- Supermarket (selling french products such as french cheese)
Strenghts : easy to find and to buy. Less expansive prices
Weaknesses : Little choices, low quality, not prestigious places Lack of
pleasure to buy
- French restaurant :
Ex : Brasserie La Ptanque
Strenghts : Nice place, very french

INTERNAL ANALYSIS
Marketing Mix
Products/Services: French food product (cheese, cooked
meats, wine, champagne, bread, baguette, macarons,
pastry, marmelade, oil etc.)
Pricing: To complete
Place: A small shop in providencia los Leones, close to a
department store (Paris).
Promotion: Mostly online A Facebook page and a website

Internal analysis (At the

end??)
Strenghts

Weaknesses

A lot of choices : diversity of

the products
A central place : Los Leones
An original positioning in front
of the other stores/restaurant
of this area
To complete

The size of the shop

The design of the store (not
french enough)
A lack of visibility (low
promotion)
Inexistence of a logo
Lack of synergy in the place it
is located (Mc Donalds,
Falabella, Paris)
To complete

The Brand identity

The brand vision :
Be the unic and best place to sell good
quality french products and allowing
people to enjoy a good time arround a
good meal

The Brand Identity

The brand Mantra

Brand function
Emotional modifier
Descriptive modifier

The brand values

The brand personality

A non-married french man of 35
years old, living in Bellas Artes in
Chile and Le Marais
or les
Batignolles in France
He uses a bike to travel
He likes classical music and art
and uses Twitter
He has medium number of
friends and likes to invite them
oftenly at his place to eat a good
dinner and drink a good red wine.
He has a hipster/ Bobo style
and could be seen as snob by
some people.

Inspirational board of the

brand

BPS

The Brand Language

Operational marketing
Logo, name, look and feel of the
boutique, brand rituals

DIAGNOSIS