Free marketing plan sample of a lighting services, Festilight, by

15.11.2009 Powerpoint presentation by Kim Xuan Tran 1

Developing Lighting ServicesMarketing Plan 2010

http://www.marketingplannow.com/

Facts:

- CEO: M. Didier Maroilley (our contact person)

- Formation: Troyes in 1997

- Sector: Luminous decoration

- Turnover: Approx. €5 million in 2008

- Markets: All over the world

- Facilities:

∙ Headquarter, research and production in Troyes

∙ Subsidiary in the south of France

∙ Purchasing department in Hong-Kong

15.11.2009 3Simon Drouard, Pierre Michelin & Kim Xuan Tran

INTRODUCTION

Sample of products:


1. Analysis of the Current Situation

1.1. Macro Environmental Analysis:

- Social and Economical environment:

-> Seasonal Aspect: Products mainly sold during Christmas period

- Technological and Legal environment:

-> Innovation: New products every year with precise standards

1.2. Market Analysis:

- Highly concentrated market with few large sized competitors


Part One: STRATEGIC PLANNING

1.3. Competitive Analysis:

1.3.1. Direct:

- Each company which produces / imports / sells luminous decoration

- E.g. Blachère Illumination and LCX: The two leaders in France

1.3.2. Indirect:

- All companies which distribute non luminous decoration

1.3.3. Future:

- Companies who are more advanced concerning the ecological aspects of light decoration


1.4. Market Segmentation:

∙ Private users who want to decorate their garden or their house

∙ Professional users who want to remodel the showcase of their stores

∙ City councils who want to beautify their town

∙ « Custom build project »

1.5. Existing Marketing-mix:

∙ Price: Slightly superior to the competitors

∙ Promotion: Exhibitions, special events, « famous clients », website

∙ Place (Distribution): Long distribution channel through special large distributors

∙ Product: Innovative luminous decoration systems with a strong value


1.6. SWOT (USP, ESP)


Strengths Weaknesses

∙ Innovative

∙ 70% of products patented

∙ Efficient distribution channel

∙ Seasonal dependance

∙ Lack of fame

∙ Higher prices

∙ Productivity level < than demand

Opportunities Threats

∙ Innovative

∙ Experimental subsidiary

∙ High dependance on distributors’ performance & health

A new law coming up


USP ESP

∙ Set of different lightingcomponents which can be easilyconnected. You may add as manyas you wish to get different effectsand images.

∙ Christmas atmosphere

1.7. Positioning:

- Festilight is the third biggest firm in France concerning our turnover with the expectation of becoming second due to winning more and more market shares.

- In comparison to our competitors our prices are a little higher but therefore we are innovative and put a lot of effort into research and development.

1.8. Sources of Information:

- Interview with M. Didier Maroilley, CEO of Festilight

- Website of Festilight: www.festilight.fr


2. Achievable Marketing Objectives

2.1 Marketing StrategyWe are going to develop a new market. We want the people to use our lighting systems not only for the Christmas period but more for the other holidays and events.

2.2. Desired Market SegmentationOur market segmentation will not change. Our target groups will still stay the same but we want them to use our luminious lighting systems also for everyday occasions in life.

2.3 Desired Marketing MixWe want to stay slightly superior concerning our price to our competitors to show our innovative strength. Our products remain the same but are going to be used for different events and holidays. Because we are going to promote our lighting systems for everyday occasions, promotion will change and become the most important objective.


2.5

2.4 Marketing Objectives

• We are going to try to adapt in the best way to the new European Law which is concerning the light balls. We hope that because these new light balls save energy, more people want to use lightning decorations for various events and also for everyday life.

• Our objective is to become second in France and past one of our competitors through our innovative products. We want to do this by not depending so much anymore on the Christmas time.

• To promote our lighting systems for everyday life occasions we are going to promote our products through partnerships with reality shows which remodel houses and gardens.


2.5 Positioning


high innovation

2009 2010

unknown image famous image

low innovation

2.5

By promoting our lighting systems we want to improve our image and become more famous, so we can reach one of our objectives. Our innovation activities will stay the same due to the fact that we want to develop a new market. That is why our perception gap is on the horizontal line.

2.6 Yearly Sales Forecast

Assumptions:

Area: Champagne Ardenne

Population: 1 300 000

None seasonal depending buyers : 1 500

Average price: 25 €

Yearly Sales Forcast: 37 500 €


3. Yearly Action Plan & Marketing Budget

3.1 Main Cooperative Bodies

TV show „D&co“: Sponsoring/Partnership to get more famous

Stade de l‘Aube: Partnership for decoration of the stadium

Cerise: Partnership to decorate weddings which they organize

Superior School: Partnership for decoration and students training

3.2 Maintaining Current Situation

We decorate Troyes for Christmas every year. Christmas decoration in general is one of the main parts of our business.


Part Two: ACTION PLAN

3.3 Developing New Products and its pricing

Special price discounts for those who go to the Stade de l‘Aube and watched a game. They get 10% reduction on our FestiSwing.

If a couple decides to get their wedding planned by Cerise, we will offer them a 15% reduction for our lighting systems because we are Cerise‘s partner.

3.4 Marketing Activities

By working with „D&co“ we want to promote our lighting systems as an everday occasion decoration. Viewers will see the different ways our systems can be used and will get to know us.

In the Stade de l‘Aube, we will hang big posters of our company because then everyone will know that we are responsible for the decoration.

Another partnership with Superior School (management school or ingeneering school) coud be a way of promotion by welcoming students for mission or internships and supervising celebration decoration.


2.5

3.5 Enhancing Service Marketing principles

We will offer technical supervision and assistance if needed

Rental service for lighting systems

3.6 GANTT Scheme


What? When? Who? Comments

Being promoted in reality shows

Begin in april CEO France

Cooperation with Stade de l‘Aube

Beginning of Football Season

Sales Manager Reaching av. 2000 people each game

Commercialpartnership with Cerise

Beginning ofspring

Sales Manager Promoting each other in each other‘s catalog

3.7 Marketing Yearly Budget

Assumption for Champagne Ardenne: 35% of 37 500 € is our Marketing Budget = 13 125€


Ressources Usages

• Self• Short term loan• 1+1 > 2

10 500 €1312,50 €

1312,50 €

• Direkt Mkt• Indirekt Mkt• PR• Advertising• non allocated fund

2625 €5250 €1968,75 €1968,75 €1312,50 €

13 125 € 13 125 €

4. Control Procedures & Criteria of Success

4.1 Control Bodies

The heads of each departement meet every three months to discuss the latest developments and changes. If the CEO does not feel confident enough, he should summon a consultant to advise him to see different point of views.

4.2 Control Tools

Automatical survey send to the customers after 3 months of purchase.

Distributor´s feedback by meeting some of the most important ones at least once a year.

4.3 Control by Milestones

Conclude contract with reality show by the end of June 2010 to start the promotion in spring 2011.


Each year on the 1. September we want to have the new catalog of our products ready for the Christmas Season.

Conclusion of contract with Cerise by the end of February to start the cooperation in spring.

4.4 Criteria of Success

Of course the turnover and profit are important numbers to mesure our success,

but the change of image is also another achievement which we can estimate with the responses of our surveys.


http://www.marketingplannow.com/

Free marketing plan sample of a lighting services, Festilight, by

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