FRENCH COMPANIES IN HUNGARY:
HOW TO ADAPT THE MARKETING APPROACH?
Oral presentation September 2nd , 2010 Sarah Pasturel
SUMMARY
French presence in Hungary
Marketing methods
French image in Hungary
2
THE HUNGARIAN CASE
Legislation
Communicatio...
French presence in Hungary
French business began in the 90’s
(energy and telecommunications
mainly)
Service sector expensi...
Labeling and brand strategy
Question of cost
According to the situation:
typical french product or
international one ?
Wor...
Marketing methods
Globalization drivers:
- The market
- The costs
- The government
- The competitors
Pressures for global
...
Four possibilities in Hungary
International marketing:
- Face conflict
- Strong power of negotiation
Global marketing
stra...
French image
According to the sectors, french origin
have a positive effect
L’Oréal, Bourgeois, Yves Rocher,
L’Occitanne, ...
Opinion survey
From 0 to 5 for french product’s popularity in Hungary:
- 44% gave 3
- 33,3% gave 2
Young costumers,
especi...
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
According to you, what is the main feature of French brand?
9
GAP BETWEEN ACTUAL FRENCH IMAGE AND TRADITIONAL IDEA OF
PRESTIGE AND BEAUTY ABOUT FRENCH CULTURE
 Negative stereotypes ab...
THE HUNGARIAN CASE
11
Legislation
Communication tools
Consumption behaviors
Legislation
Since 2003, Hungary leads a volontary
politic to attract foreigner investors
French investment increased of 10...
13
European norms
European Commitee for Standardization
In Hungary: the MSZT, the Hungarian
Standards Institution
Communication tools
After the Fall of the Wall in 1989,
Hungary became the first country
of the Eastern Bloc to move away
...
15
16
Press
Crisis context
Broadcast
medias
98% have a TV
Internet
Growth of
721,4%
2000 -2009
Importance of the Roma communi...
Consumption behaviors
17
0 0.5 1 1.5 2 2.5 3 3.5 4
Price logic
Marketing investment
French origin
Adapted marketing method...
18
The chameleon The rational The impulsive
Hesitation between pleasure
and practical, basic and
value-added
Is not ration...
THANK YOU FOR YOUR ATTENTION !
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French companies in budapest

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French companies in budapest

  1. 1. FRENCH COMPANIES IN HUNGARY: HOW TO ADAPT THE MARKETING APPROACH? Oral presentation September 2nd , 2010 Sarah Pasturel
  2. 2. SUMMARY French presence in Hungary Marketing methods French image in Hungary 2 THE HUNGARIAN CASE Legislation Communication tools Consumption behaviors
  3. 3. French presence in Hungary French business began in the 90’s (energy and telecommunications mainly) Service sector expension Foreign investors are essential to the local economy 2006 400 french companies in Hungary 60000 employees 3
  4. 4. Labeling and brand strategy Question of cost According to the situation: typical french product or international one ? Worldwide or local reasonning? Basic information Sanitary and nutritional information Promotional aspect 4
  5. 5. Marketing methods Globalization drivers: - The market - The costs - The government - The competitors Pressures for global efficience Global strategy Transnational strategy Export strategy Multi-domestic strategy Pressures for local responsiveness 5
  6. 6. Four possibilities in Hungary International marketing: - Face conflict - Strong power of negotiation Global marketing strategy Same tactics Pure global Adapted to local tactics Global Local marketing strategy (by region or country) Global strategic variables mix Glocal Specific strategy and tactics Pure local 6
  7. 7. French image According to the sectors, french origin have a positive effect L’Oréal, Bourgeois, Yves Rocher, L’Occitanne, Danone Renault, Citroen, Peugeot Hungary is a crossroad of Central Europe: international market with a strong local comsumption Positive effect Cosmetics, food and clothes Negative effect Car sector 7
  8. 8. Opinion survey From 0 to 5 for french product’s popularity in Hungary: - 44% gave 3 - 33,3% gave 2 Young costumers, especially women, are sensitives to french brands among luxe and fashion sector 8
  9. 9. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% According to you, what is the main feature of French brand? 9
  10. 10. GAP BETWEEN ACTUAL FRENCH IMAGE AND TRADITIONAL IDEA OF PRESTIGE AND BEAUTY ABOUT FRENCH CULTURE  Negative stereotypes about french hostility  Recente debates about the football world cup  French image in medias (politic)  Prestige  Beauty  Quality  Romanticism French image Traditional idea of French culture 10
  11. 11. THE HUNGARIAN CASE 11 Legislation Communication tools Consumption behaviors
  12. 12. Legislation Since 2003, Hungary leads a volontary politic to attract foreigner investors French investment increased of 10% between 2004 and 2005 12 2 - Certification 1 - Licence 7- Account advices 3 – Personal informations 4– Electronic system 5- Signature by a lawyer 6- Lawyer advices
  13. 13. 13 European norms European Commitee for Standardization In Hungary: the MSZT, the Hungarian Standards Institution
  14. 14. Communication tools After the Fall of the Wall in 1989, Hungary became the first country of the Eastern Bloc to move away from the Soviet Union Hungary established an independant media system In 2010, the new leader Viktor Orban (FIDESZ) wants to create a media council 14
  15. 15. 15
  16. 16. 16 Press Crisis context Broadcast medias 98% have a TV Internet Growth of 721,4% 2000 -2009 Importance of the Roma community: - Is represented by her own agencies (News, Press and Informations) Roma media Television, Roma radio, Roma print media
  17. 17. Consumption behaviors 17 0 0.5 1 1.5 2 2.5 3 3.5 4 Price logic Marketing investment French origin Adapted marketing method Four main arguments which fit to Hungarian expectations
  18. 18. 18 The chameleon The rational The impulsive Hesitation between pleasure and practical, basic and value-added Is not rational Obvious contradictions (low prices for food and expensive brands for clothes) Most easy position among low and medium classes: desire to belong to superior groups by consumption ways Care about prices Not sensitive to advertising and marketing tools Consumption by necessity even if he appreciate shopping in big stores Belong to low classes where economic constraint is maximal Prefer volume than value, illusion to access to the consumption society Buy by pleasure and look for famous brands with high notoriety Sensitive to marketing (fashion victim) Typical profile: young, single or couples without children. Strong preference for national products Good knowledge and awareness about foreigner products Important to understand local culture and have an adapted communication
  19. 19. THANK YOU FOR YOUR ATTENTION !

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