Pernod ricard alcool and publicity
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Pernod – Ricard Alcool and publicity. Societal responsibility. Introduction, Alcohol effects Economics significance Reactions and answers from European countries, Ways to promote alcohol, Abuse, myths and belief, Ethical Marketing. Summary.

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Societal responsibility

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Pernod ricard alcool and publicity

Pernod – Ricard

Alcool and publicity

Societal responsibility


Summary

  • Introduction,

    • Alcohol effects

    • Economics significance

  • Reactions and answers from European countries,

  • Ways to promote alcohol,

  • Abuse, myths and belief,

  • Ethical Marketing.

Summary


Introduction

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

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

Introduction


Effects

HEALTH

Short-term:

Central nervesystemdepressor

Sociability

Drunkness

Long-term:

Alcoholism

Neurological and digestivedamage

Cardiovasculairimpact

Riskduringpregnancy

Cancer

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

Effects


Effects1

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

Prematuremortality:

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

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

Effects


Economic significance

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

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

Economicsignificance


Economic significance1

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

  • 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)

Economicsignificance


Economic significance2

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

  • SALES

    • Global volume sales 182.9 billion L in 2004

    • Stable 1-2% annual increase over the 1999-2004 period

Economicsignificance


Economic significance3

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

  • SOCIAL COST

    • Total tangible cost of alcohol to the EU: €125bn in 2003 (1.3% of GDP)

    • Intangible cost: €152bn-€764bn

Economicsignificance


Reactions and answers from european countries

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

Reactions and answers from European countries


The states answers to alcohol france

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

  • The Evin Law (1991) regulates the alcoholism in limitating the right to advertisealcohilizedbeverages in view to protect the youth of marketing operations

  • It’sclearlyforbidden to :

    • advertize in the childrendedicatedpress and make radio advertsneither on Wednesdaynor on the oterdaysbeetween 5pm to midnight.

    • deliverleaflets or thingsshowinganybenefit of an alcoholized drinks

    • sellwildelyanyalcoholwithout permission

The states answers to alcohol: FRANCE


Societal responsibility

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

The states answers to alcohol: Poland

Polish government is more severe on alcohol market than France :

2004 Global Status Report: Alcohol Policy (World Health Organization)


Consumption of pure alcohol per capita

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

Consumption of pure alcohol per capita

1: WHO database

2: INSEE 2006

3: Gouvernement office of Sweden


Swedish answer to alcohol consumption

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

Swedish Answer to alcohol consumption


History

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

History

  • 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!


Systembolaget and legislation

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

  • 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

Systembolaget and legislation


Legislation in italy

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

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

Legislation in Italy


Ways to promote alcohol

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

Ways to promote alcohol


Promotion of alcohol

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

Promotion ofAlcohol

  • Advertisement


Promotion of alcohol1

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

Promotion ofAlcohol

  • Sponsoring

2002, morgenweb.de


Promotion of alcohol2

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

Promotion ofAlcohol

  • Franchising


Promotion of alcohol3

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

Promotion ofAlcohol

  • Cultural

007.atomicmartinis.com


Promotion of alcohol4

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

Promotion ofAlcohol

  • Self-Restriction


Abuse myths and belief

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

Abuse, myths and belief,


Abuse

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

Abuse

“Cosmopolitan readers drank 21,794,000 glasses of beer in the last week ... Isn't it time you gave Cosmopolitan a shot?”


6 mythes and beliefs conveyed by advertising on alcohol

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

6 mythesand beliefs conveyed by advertising on alcohol:

3. Problem-drinking behaviors are normal.

1. Drinking is a risk-free activity.

4. Alcohol is a magic potion that can transform you.

2. You can't survive without drinking.


6 mythes and beliefs conveyed by advertising on alcohol1

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

6 mythes and beliefs conveyed by advertising on alcohol:

5. Sports and alcohol go together.

7. Alcoholic beverage companies promote moderation in drinking.

6. If these products were truly dangerous, the media would tell us.


Ethical marketing

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

Ethical Marketing


Pernod ricard collection

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

PernodRicard collection


What s a csr

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

  • Corporate Social Responsibility

  • Integration of Sustainable Development

  • Stands out from pure capitalism

    • Economical considerations but also:

      • Environmental

      • Social

  • Voluntary approach

    that becomes compulsory

What’s a CSR?

It’s about self-regulation

aspects


Alcohol a responsible consumption

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

  • 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

Alcohol: a “responsible consumption”


Ethical behaviors

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

  • 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

Ethical behaviors

Example of Pernod-Ricard


Thank you for your attention

Thank you for your attention…

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