Marketing Plan November 2009

Transcription

1 Marketing Plan November 2009 YE Lin Villemin Lucie MOREL Alexandra 1

2 Make part of the famous luxury group in the world, LVMH ( Louis Vuitton Moët Hennessy) Leader on the Champagne market, 25% of the market Moët & Chandon exist since 266 years, and is one of the oldest Champagne House They own the biggest vineyard and the largest cellar of Champagne 2

3 Macro Environment Analysis Appendix 2 We decided to focus on two important points for Moët & Chandon Environment: Economical - The champagne is a sector hardly touched by the crisis (-26% of the sales in 2009) -Company very dependant of the economy in the rest of the world -Still be the leader on the champagne market Social -Pressure on the employee due to the group belonging -Frequent reorganization of the employment -Very good comity of the company for the employees with nursery, law prices on the group products, travels 3

4 Competitive analysis Appendix 3 Veuve Cliquot et Ruinart Ł They belong to LVMH Competence between : 52,5 % of the sales in France and 45% in foreign countries, wine growers3 5% et cooperatives 12,5% Second Rémy Cointreau ( Piper Heidsieck) Third BCC ( Boizel Chanoine Champagne) Fourth Pernot-Ricard ( Perrier-Jouët et Mumm ) Indirect competence : Cavas (Spain), Méthode Champenoise/ Sparkling wines (France, others) Future competence : Bulles & Délices, Fauchon 4

5 Market Segmentation In 2009, the company targets at customers who are able and also want to live life to the fullest Segmentation by loyalty Appendix The company will make the products reach more people in the country without losing its dignity 5

6 Marketing Mix 2009 Marketing Communication Sponsorship: Exclusive champagne served at the 2009 AD: Oscars and the 81st Academy Awards Ad campaign featuring Scarlett Johansson Direct Marketing: mails to loyal customers Physical aspects: macaroon/ chocolate/ jam 2010 Product Brands: Cooperate with famous French Brand -La Maison du Chocolat -Pierre Hermé Quality services: make our product have better quality than before

7 Analysis of strengths and weaknesses Appendix 4 Opportunities Close relations of the concerns customers Top-of-the-range USP Potential in China Cohabitation of various cultures Promotion ESP Policy of environmental protection Threats Fall demand market very volatile Weaknesses Permanent pressure Vulnerability towards money s fluctuations Strengths Teams Adapted product Make the last life cycle of a product 7

8 Sources of information Interprofessional Comity of Champagne s wine Interview of Yuka Lagrange - Gansser, Responsible for the Private reception in institutional communication department by phone, the 2nd November 2009 Appendix 1 8

9 Marketing objectives Challenge : We want to make other things than Champagne. Specific : We create food containing Champagne. Mesurable : We will develop the products and make promotion then we will see if it is work and then we will product more. Achievable : Our collaboration is with «Pierre Hermé»and «La Maison du Chocolat», the only thing we have to do is to sell the products. Realistic :Our food has a luxury image an it contains Champagne, it is not a big change. Time : We want to make profit in three years. 9

10 Marketing objectives as a result of the SWOT Appendix 5 ST Strategies Products adapted to the demand, forecasts and new products Ł prevent the decrease of the demand WT Strategies Pressure Ł work hard SO Strategies Close relationship Ł Adapted products Notoriety Ł Market share «Old»product Ł Re-birth on a new market WO Strategies Potential market in China Ł Luxury products Pressure Ł Closer relationship with customers 10

11 Usp1 Notoriety Usp 2 Quality Position we desire in 2010 Moët & Chandon Pipper Heidseick Perrier Jouët Mumm Bulles & Délices Our partnership with brand like Pierre Hermé, famous for the quality of their products we hope the image of quality will be better in

12 Sales Forecast Appendix 6 Price of the Macaroons 20 for 10 pces Price of the chocolate.. 15 for 100 g Price of jam for 220 g Packaging... 2 approximately Profit of our collaborator. 25% of the price Marketing costs Prevision for the 1st year : approximately 2 nd year : approximately 3rd year : approximately This is only previsions but if the results are much less we will give up the project. 12

13 Main cooperative bodies Substitute : Product containing champagne Combine : Champagne and products which are already done by our collaborators, no new product, no investment, we take advantages of Pierre Hermé and «La Maison du Chocolat» Adapt : Food adapted to Moët & Chandon s champagne Modify : Our product are still luxury but more appropriated for everyday s life Eliminate : There is not a lot of alcohol in our products so they are for young people too Rearrange : We have a problem of quality, with our famous collaborators, this will be solved 13

14 Maintaining situation in the market We have to continue to sponsor the Oscars in order to proposed our products during a cocktail Moët & Chandon also offer private visits to the cellar in Epernay, some degustation of our products is offered while customers are drinking Champagne Finally, Moët & Chandon sponsored HAUTE LIVING The New Standard of Luxury, we have to make advertising to promote the products 14

15 New Products and Pricing Our products contain Champagne, we do macaroons, chocolate and also jam We collaborate with Pierre Hermé and «La Maison du Chocolat» Our innovative prices can serve as ad : We decided to change every day our innovative prices, one rule : everybody can have a reduction but it depends on the clothes color, hair s color, types of shoes, gender, age Every day one of the thing is chosen to make people enjoy reductions. For example, one day the reduction will be for people with blond hair, the day after for people with a black dress The goal : People come but do not know, we want to create loyalty 15

16 Direct marketing Marketing Activities Mails to our loyal customers Indirect marketing Cocktail party before the launching publicity Advertising Ad campaign featuring Scarlett Johansson Continue to sponsor the Oscars Sponsor HAUTE LIVING The New Standard of Luxury 16

17 Enhancing Service Marketing Principles Employees have to: They have to be very polite They have to speak different foreign languages because our customers are very international They wear uniforms (ex: black and red in the Hediard shop which are the color of the brand since 1854) They have to taste our products in order to describe it better to the customers Ł The quality of service is already perfect but maybe they can improve their speed to serve the customers 17

18 GANTT Scheme What? Who? When? Comments Mailing Launching cocktail party Communication team Events company One month before our product appear on the market Two weeks before our product appear on the market Tasting Hostesses Every Saturday during six month before the business entry of our product on the market To our loyal customers all over the world The brand ambassadors and special guests In front of the shops where we are going to sell our products. 2 hostesses per shops are enough, they have to be glamorous and generous as the image of the company. They have to speak Chinese, English and French. 18

19 Marketing sales Forecast Resources Employments Self Collaborators Direct Marketing Indirect Marketing Advertising Market research None allocated budget

20 Control Procedures & Criteria of Success Control Bodies Control committee, made up of marketing managers, production managers and financial managers, have a meeting every 2 weeks. Control Tools Gap analysis, comparing the actual performance with the potential one, will be applied into the controlling procedures to optimize the use of current resources. Control by Milestones Business entry of our product on the market, Launching Cocktail party, Mailing to our customers, Tastings by the hostess Control of Success We also want to gain our reputation in the quality of our products. 20

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