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MARKETING PLAN SAMPLE 2010

Student projectAline FricotAstrid GhestemMarie Falcot

Champagne Pascal Fricot

3 Champagne Pascal Fricot• Geographical location: Champignol-lez-

Mondeville (10), Northeast France• Number of employees: 2 part-times, 1 intern and

seasonal workers• Quantity of bottles per year: 40 000• Lease 3 hectares and possess 3 more hectares • Turnover: 540,000€ per year

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Chapter 1Analysis of the

current situation –last year, 2009

Part 1: Strategic Planning

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1.1. Macro environmental analysis1.2. Market analysis

1.1. Macro environmental analysis¨ The environment which influence the most the company

is the economical environment.

à it’s the economy which influence the level of a brand. The collected quantity is fixed by the Inter-professional committee according to the total of the sales of champagne during the previous year.

1.2. Market analysisàWe are associated with the events market: weddings,

parties, birthdays, etc.

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1.3. Competitive analysis1.4. Market segmentation

1.3. Direct & indirect competitive analysis¨ Direct à all champagne producers¨ Indirect à sparkling wine producers, creaming.

1.4. Market segmentation¨ By loyalty

Development of customer loyalty thanks to the gastronomical shows. It is less expensive to preserve existing customers rather than to attract new customers, fidelity is a factor of success.

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1.5. Existing marketing-mix

Marketing offer¨ Product

Champagne rosé, brut Chardonnay, demi-sec tradition et brut-tradition,Brand: Pascal FricotPhysical features: green bottleQuality of service: high end

¨ PricingPrice structure: according to the market12.50€ to 16.90€Discount & rebate policy: sliding scale tariff starting from300 bottles.

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¨ Marketing promotionDistribution channels (DC)Direct DC: Direct sales (factory shop), direct mailing, sales meetings.Indirect DC : Wholesales. Marketing communication =Sales promotions : Tasting in the depositExhibitions : Gastronomical show

¨ Service marketing elements Suppliers’ relations: Sparflex, Broisson Chocolat, soufflet, approchampagne, nemon, cartonerie de l’esperance, sernam.

1.5. Existing marketing-mix

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1.6. SWOT(strengths, weaknesses, opprtunities & threats)

WeaknessesStrenghts• When the price of kg is very high, marketing by bottle generates a small margin.• No business education.

• 80% of harvest are marketed out of bottle. if the inter-professional committee lowers the price of the reason we will not be affected.• Tax incentives as Champagne is stored for two years within the bottles.• Development of consumer loyalty thanks to the direct contact during the gastronomical shows.

Opportunities Threats• To increase the product control in order to make champagne of better quality.

Reorganization of the cultivated surface of the brand name:• It would be a problem not to control the plantations• lower output because it will be necessary to work more surface for the same output

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1.7. Positioning1.8. Sources of information

1.7. Positioning

1.8. Sources of informationMr. Pascal Fricot, owner. Interview 14th Nov, 2010

Quality/price ratio

Private people

Pascal Fricot

Daniel Velut

Krug

Bauzer Professional

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Chapter 2Marketing strategy &

objectives –next year, 2010

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2.1. Marketing strategy

¨ Product development strategyOur project is to manufacture champagne without sugar. The competitors on this market are not that present. The production of such a product is not expected to add additional costs.

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2.2. Desired market segmentation

¨ The targets of champagne without sugar are the women who do not want to take weight and the diabetics

2.3. Desired marketing-mix

¨ Price: 13.50€¨ Product: Champagne without sugar¨ Promotion: tasting at wedding show, gastronomical

shows¨ Location: Le val Meillet, 10200 Champignol lez

Mondeville, France

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2.4. Marketing objectives as a result of the SWOT

Strengths Weaknesses

Opportunities

Producing quality reinforces the authenticity of the product.

when the price of the grape is high, to sell out of bottle is a weakness because we spank a small margin, however when this price strongly drops we do not lose anything because we do not depend on the inter-professional committee

Threats

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2.5. Position

¨ Thanks to our new champagne without sugar, the people not being able to drink champagne will finally be able to consume some. Wewill be able thanks to that to widen our range and thus our market shares. People will see us like a modern company which advance while meeting the new customer requirements

Quality/price ratio

Private people Professional

Pascal Fricot 2010

Daniel Velut

Krug

Bauzer

Pascal Fricot 2009

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2.6. Yearly sales forecast

¨ We plan to sell 2000 new bottles per year, of which 50% before the festivals of year-end.

¨ It represent an additional revenue of 27.000€

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Chapter 3Yearly Action Plan

& Marketing Budget -2010

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3.1 Main cooperative bodies 3.2 Maintaining past activities

3.1 Main cooperative bodiesPartnership with a sales representative. We chooseLavinia. The objective is to promote the ChampagneDamoiselle Fricot.This is a upmarket product with a larger margin.

3.2 Maintaining past activitiesThe marketing activities which were regarded assuccessful are tasting and gastronomical shows.

We plan to spend 15 000€ for the gastronomical shows(rent of the space and hostel) and 3 750€ for the tasting.

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3.3 Developing new products and its pricing

¨ ProductChampagne without sugar for women who donot want to take weight and the diabetics.

¨ PriceThis product is a little more expensive than thetraditional products because the fabricationprocess is a little more elaborated.

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3.4 Marketing activities3.5 Enchancing service marketing principles

3.4 Marketing activities¨ Direct marketing

Follow-up customers by mail before year-end.¨ Indirect marketing

We will promote our product by our deposits which know well the products and the customers.

¨ Marketing communication:We do tasting and gastronomical shows.

3.5 Enchancing service marketing principles¨ We propose to the customer the delivery of our product

at the place they want.¨ We will organize a training day for our deposits to

familiarize them with the product.

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3.6 GANTT scheme

What Who When CommentsGastronomical Shows

The Producer One per month during the year, and one per week during the two months before Christmas.

In all France

Indirect marketing: promotion by the deposits

The deposits All the year Only in France

Direct marketing: mailing to customers

An employee Before the end of the year

To our customers

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3.7 Marketing yearly budget

Resources UsagesSelf 8 640€ Direct Marketing 3 240€

Indirect Marketing 2 700€Short term loans 1 080€ Public relation 2 160€

Advertising 1 080€1+1>2 1 080€ Marketing research 540€

Non allocated funds 1 080€Total 10 800€ Total 10 800€

Sales forecast, champagne without sugar: 27,000€Budget assumption (40%): 10,800€

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Chpater 4Control procedures

& criteria of success –2010

Part two: Action plan

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Control procedures & criteria of success

¨ 4.1. Control bodies – Who?It’s the producer, Pascal Fricot who directly controls the activities.

¨ 4.2. Control tools – How?He controls thanks to the sales results with the help of the accountant.

¨ 4.3. Control by milestones – When?He controls once by quarter, when the accountant comes.

¨ 4.4. Criteria of success – What?The criteria of success is the number of sales. When the sale grow up,it’s a demonstration of the success. For example, during the economical crisis, the sales didn’t come down,it’s a proof of our success.

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