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Bessen JanineGabriel BettyHullar Florence

Health products

Marketing Plan Sample 2010

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Vision:

To propose

“do-it-yourself healthy product” available for every

women.

Green Argile

Argan oil

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Part One

Strategic planning

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Part One

I. Analysis of the current situation

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I.1. Company’s Profile

• Created in 1959; franchise system

• More than 700 beauty products (make-up, face care, body care, perfume, cares for men...)

• The company operates Europe, Asia and the USA

• More than 550 YR centers

• The world leader in botanical beauty care

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I.2. Market Analysis

• Influenced by the social environment

Our products depend on the needs of our clients More than just a trend

• Markets concerned:

• 23rd largest manufacturer in the global cosmetics and toiletries market

Botanicaland

organical

Perfume Skin care

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I.3. Competitive Analysis

• Direct competitors:

• Indirect competitors:

• Future competitors:

• Actual segmentation:

Women between 30 and 60 (natural, high quality)Teenagers (low price)

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I.4. Analysis of the company

• To develop the brand :Ø New logo

Ø New concept to emphasize the connection with nature

• Characteristic of Yves Rocher :Ø Direct marketing

Ø Price structure

• Our main competitive advantage :Ø Own strictly controlled retail network

• The main opportunity: Ø To expand international (organic cosmetic market increases)

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I.5. Positioning

• Our clients perceived our business as :

Ø available price for every women

Ø providing diverse product lines for different needs

Ø very ecological during the whole production

Ø direct marketing with individual consultancy in the shops

…in comparison to our direct competition.

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I.6. Sources

• Interview with the manager (Séverine) of Yves Rocher in Troyes

• Web-sites:• www.yves-rocher.fr

• http://www.marketresearchworld.net

• www.euromonitor.com

• www.organic-market.info

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Part One

II. Achievable Marketing Objectives

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II.1. Desired PositioningNatural cosmetic

Attractive price

YR 2010

Source: the group

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II.2. Desired SegmentationØ Women between 20-40

Ø Want to take care of themselves, of their skin

Ø Don’t like chemical products

II.3. Desired Marketing Mix

Product

Natural raw materialsNo real packaging, transparent packet,In the store: in transparent boxes, price by weight by the sales women

PriceBottom-up, pretty expensive because good qualityDiscounts for the customers who get the loyalty card

Distribution Yves Rocher Paris

Marketing Communication

Most of the budgetAdvertising: individualized cards, posters on the window of the store, small flyers, outside advertising support, online

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Part Two

Action Plan

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II.4. Marketing Objectives

• To prove that we are an environmentally friendly producer under considering our high quality standard we will show short video in our shops

• Limited capital means more focused on the products and better quality

II.5. Sales Forecast

Our sales forecast for next year increase of 4%The estimated forecast is 208 333€.

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Part two

III. Yearly action plan and marketing budget

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III.1. Cooperation

• Our past business partner was Etam where we offered discount-coupons.

• Our new selected business partners are market gardens testing products or special offers if you buy a natural plant

III.2. Yearly activities• every year we award a price to the employee with the

best idea to save our environment and we realize this project

• Support of several environment projects like “Plant for the planet”

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III.3. Marketing offer

• Based on our selected marketing strategy we offer a new service: “do-it-yourself” products

– Individual consultancy so that the product fits exactly to the customers skin

– Choice between several flavors and ingredients

– No delivery time if all the products are directly available in the shop; otherwise it takes around one week till the product is mixed

– Price depends on the chosen ingredients

and its final volume (small, middle, big)

=> between € 20 to € 50

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III.4. Marketing activities

• 1) The first issue to deal with it is to implement the new service and the related product in our shops: ØWe have to inform our franchise-partners and our

employees

ØThan we have to coach our employees what is to consider if you mix a lotion and how they have to do it

ØWe have to equip our shops with a special mixer for these lotions and enough raw materials and transparent packages in the beginning

ØWe have to set a compulsory start date in the chosen shops which will offer the new service

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2) The second issue we have to deal with is the marketing communication:

Ø We have to calculate the needed budget for advertisement, because we want to hang out posters in our shops, to distribute flyers and to promote it online on our Homepage

3) The third issue what we have to consider before we offer the new service is the price-policy:

Ø The product will be more expensive than the normal lotions because of the individuality and the high quality.

Ø We will create a loyalty card so that regular customers get discounts

III.4. Marketing activities

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III.5. New standard

• We are going to enhance our quality of service by setting a new standard and offer individual lotions for our customers with individual consultancy within one hour.

III.6. GANTT Scheme• Based on our marketing activities we

have to act in several areas like product, communication and pricing (See Gantt scheme, annex nr 6).

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III.7. Marketing Yearly Budget

Ressources Usages

Self 43 750€ (70%) Advertising 20 000€ (40%)

Short term loan 9 375€ (15%) Direct marketing 18 750€ (30%)

Partners 9375€ (15%) Indirect Marketing 12 500€ (20%)

Marketing research 6 250€ (10%)

62 500€ 62 500€

We assume that we need 30% of our sales forecast, so 62 500€.

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Part two

IV. Control procedures and criteria of success

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IV.1. Control Bodies

• We have set 2 control committees:Ø Marketing budget committee: meetings monthly

Ø Customer committee (customer satisfaction, brand image, evolution the number of clients): meetings every two weeks.

IV.2. Control tools

• Customer satisfaction survey

• Positioning (did we reach the desired position on the market?)

• Competitors analysis (new competitors on the do-it-yourself healthy products?)

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IV.3. Control by MilestonesMarch 8th : Women Day: Specific cares for women in the Institut

(argile face-pack…)June 20th : “Fête de la nature” (Nature Day): 10% discount on the

Do-it-yourself products and distribution of small flyers describing our products and the origin of the raw materials.

From November 20th to December 24th : Christmas campaign: Propose special “Christmas packs” containing do-it-yourself products and diverse accessories shower or bath.

IV.4. Criteria of successSurvey of Paris inhabitants: ask which French cosmetic brand is

the most natural for them. Less than 5% should answer another brand than YR.

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