1    S
JEFF DE BRUGES                   New Product: Sugar-free chocolatesBarbier HugoBitterol JulienDupont Guillaume            ...
The CompanyS Date of creation: 1986S President: Philippe JambonS Producer and seller of chocolateS French companyS Number ...
Macroenvironmentalanalysis and       Market analysis              S Macro environmental analysisS The economical and socia...
Competitors and Positionning                           S CompetitorsS Indirect: French chocolatiers and companies that tar...
Marketing Offer                  ( Product)                          S The product: ChocolatesS Brand: Jeff De BrugesS Qua...
Marketing Promotion / Servicemarketing elements/ Swotanalysis                     S Marketing PromotionS Choice of the dis...
Market SegmentationProduct : High quality, Elegant PackagingS   Consequences:Wide range of customers targeted18-80        ...
Achievable Marketing Objectives –           NextyearMarketing strategyS   Product development strategy    S   Next year Je...
Achievable Marketing Objectives –           NextyearMarketing objectives as a result of the SWOTS   The good reputation of...
*JDB = Jeff De Bruges   ACTION PLAN & MARKETING            BUDGET    S   Partnerships:        S   http://ycchocolate.com/ ...
OFFER & PROMOTION MIXS New product: offering a new range of sugar-free-chocolate.      New consumer’s possibily: Choose be...
GANTT & BUDGETS To promote our new range of products (Same strategy as  Mauboussin) => Use famous events to make customer ...
Control Procedures&Criteria of           SuccessS Control Bodies  S Marketing and Sales manager have to meet at the first ...
ATTACHEMENTS     15               S
Attachements                               2,4                          Bargaining                           power of     ...
Macroenvironmentalanalysis:                PESTO analysisPolitial        • France is a safe social democracy              ...
Swot AnalysisStrength:                                      Weaknesses:+ USP 1: The voice of the Brand  “Jeff De     -Dep...
Positioning                              Channel of selling               Jeff de                Specialized              ...
ATTACHMENTS : GANTT      Marketing Project ManagementWHAT ?        WHEN ?           WHO ?         HOW MUCH   COMMENTS     ...
ATTACHMENTS : BUDGET             SOURCES                                EXPENSES10 % = €10 000 =>Partnerships           Sa...
ATTACHMENTS : PROMOTION      22
Free marketing plan sample of a chocolate retail and manufacturer, Jeff de Bruges, by www.marketingPlanNOW.com
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Free marketing plan sample of a chocolate retail and manufacturer, Jeff de Bruges, by www.marketingPlanNOW.com

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A plan of a chocolate retailer and manufacturer, Jeff de Bruges, France

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Free marketing plan sample of a chocolate retail and manufacturer, Jeff de Bruges, by www.marketingPlanNOW.com

  1. 1. 1 S
  2. 2. JEFF DE BRUGES New Product: Sugar-free chocolatesBarbier HugoBitterol JulienDupont Guillaume MARKETING PLAN 2 SSaukkoSinni
  3. 3. The CompanyS Date of creation: 1986S President: Philippe JambonS Producer and seller of chocolateS French companyS Number of shops: 284 shops in France and 34 abroadS Franchisee business 3
  4. 4. Macroenvironmentalanalysis and Market analysis S Macro environmental analysisS The economical and social parts are significant in this business environment. The more people have money to spend, the more they can spend for expensive brands. Consumers are ready to spend on quality for its image and the value it gives S Market analysisS Bargaining power of customers: Customers are really important to develop our market and they have a big power of bargaining because of the number of competitors in our market. 4
  5. 5. Competitors and Positionning S CompetitorsS Indirect: French chocolatiers and companies that target the upper class and people who want to buy chocolate for Christmas, Easter....S Direct: Belgian chocolatiers and chainsthatsellchocolatebetween 35 and 45 euros per kilo.S Future: Small producer who can develop and gro. S Positioning (Attachements) 5
  6. 6. Marketing Offer ( Product) S The product: ChocolatesS Brand: Jeff De BrugesS Quality of service: Very good quality.S Physical characteristics: The chocolates can have different form. S PricingS Rebate: For faithful consumersS Method of payment: cash, credit card and cheque.S Price of the product: Basic and Better product. 6
  7. 7. Marketing Promotion / Servicemarketing elements/ Swotanalysis S Marketing PromotionS Choice of the distribution channel: Direct channelsS Marketing communication: Large campaign S Service marketing elementsS People: No service after sale.S Location and accessibility: Stores and the headquarters S Swot analysisS Jeff de Bruge is a company which has a very good image and some opportunities with the new emerging market. However his market depend of the international calendar and there is the 7 emerging of discounter on the market.
  8. 8. Market SegmentationProduct : High quality, Elegant PackagingS Consequences:Wide range of customers targeted18-80 years old S Medium incomes customers & High incomes customers S Shops in the street next to the biggest chocolate makers (Customers ++) S Malls (Shopping Arcade) + Mass-Market retailing for a few number of products. S Wide range of products to maximize its offer (Price range : between 2 and 44€) Concerning AIO (Activity, Interest, Opinions) S Consumers who often go out, go to restaurant, who like food (& chocolate) S Consumers with refined tastes concerning cooking. S Consumers who give (& receive) gifts like chocolate or flowers when they’re invited. 8
  9. 9. Achievable Marketing Objectives – NextyearMarketing strategyS Product development strategy S Next year Jeff de Bruges will developed a new product of sugar-free chocolate mainly for its existing customers S Healthy lifestyle as a global trend supports this product ideaDesired market segmentationS Next year Jeff de Bruges will target mainly the same customer segment, but also try to attract new customersS The customers who are aware of healthy products and people who do not eat chocolate because of sugar.Desired marketing-mixS Next year Jeff de Bruges will emphasize to promoting the new product by campaigns and advertisements 9
  10. 10. Achievable Marketing Objectives – NextyearMarketing objectives as a result of the SWOTS The good reputation of the company gives good changes for launching a new productS Be aware of the global trends, competitors and market changesS Keep the good quality of services and productsPosition (perceptual gaps)S Next year Jeff de Bruges will highlight the different healthy product they have to offer which gives a new positive aspect for the whole business image.S Combine tasty, quality and healthinessYearly sales forecastS Next year the company’s revenue is expected to grow about 5 % 10
  11. 11. *JDB = Jeff De Bruges ACTION PLAN & MARKETING BUDGET S Partnerships: S http://ycchocolate.com/ S http://www.chocoholicsheaven.com/ S http://www.kot.fr Why? They =>Competency in sugar free chocolate // Us =>Well-knownChocolate brand in the world JC Decaux for ourUrban Promotion S Currently: JDB has positive activities, sobetter to continue thisway, in addition withthis new market diversification. 11
  12. 12. OFFER & PROMOTION MIXS New product: offering a new range of sugar-free-chocolate. New consumer’s possibily: Choose between 2 categories Basic Chocolate & Sugar Free ChocolateS Same price range between the 2 categories, to correspond to the customer’s demand.S Distribution: JDB’s stores + JDB WebsiteS Promotion: in the Jeff catalogue+ Billboard (JC Decaux)S Process: JDB Club, the consumer can join the private club (loyalty for customer)S Physical Support: new organisation in the stores, and creation of a new section in the website. 12
  13. 13. GANTT & BUDGETS To promote our new range of products (Same strategy as Mauboussin) => Use famous events to make customer purchasing chocolate. S Distribution of flyers for Christmas, New Year, Valentine’s Day, Easter.S Budget forecasted : € 100 000 13
  14. 14. Control Procedures&Criteria of SuccessS Control Bodies S Marketing and Sales manager have to meet at the first Monday of each month to discuss about the market plan.S Control Tools S We rely on the following control tools: client satisfaction survey, positioning survey, financial report, focus group.S Control by Milestones S For us the five more important date are: the international day of diabetic (14th November), international day of woman(8th march), international day of health (7th April), and some other day like Christmas, Easter, Saint-Valentine . 14
  15. 15. ATTACHEMENTS 15 S
  16. 16. Attachements 2,4 Bargaining power of Weight out of 1.0 customers Grade from 1 to 10 0,4 6 Result out of 10 7 Bargaining 1 Barriers of 2,1 Level of0,2 power of competitiveness entry and suppliers 0,3 exit 0,2 6 0,1 substitutes 16 0,6
  17. 17. Macroenvironmentalanalysis: PESTO analysisPolitial • France is a safe social democracy • Belgium is a monarchy which is in trouble with the independance of the French and Dutch partsEconomical • Economical situation: Europe is a stable market, but the economical crisis had a strong impact on the purchase power • French and Belgium market are linked with seasonal consumer activitySocial • Value and respect of luxury and chocolate • Annual holidays and consumption of chocolateTechnological • Internet as a selling channelOthers • Environment • Laws 17
  18. 18. Swot AnalysisStrength: Weaknesses:+ USP 1: The voice of the Brand  “Jeff De -Depend of the international calendarBruges” = good chocolate+ USP 2: Good price compare to the verygood quality+ USP 3: Very good quality of service+ Good accessibility to the store+ Different types of chocolatesOpportunities : Depend on the business Threats:Depend on the business+ Emerging market (India,China) - Chocolate bars (lindt,+ New product - Similitude with chocolate candies - Emerging of discounter - Supermarket distributionNot depend on the business Not depend on the business+Low competition in Europe - Anti-obesity 18+Everybody like chocolate - Similitude with chocolate candies
  19. 19. Positioning Channel of selling Jeff de Specialized Bruges market Private chocolati ers Leoni dasLow cost Lind Luxury t Quality of chocolate Nestlé Ferrero Super- market brands supermarket 19
  20. 20. ATTACHMENTS : GANTT Marketing Project ManagementWHAT ? WHEN ? WHO ? HOW MUCH COMMENTS ?SALES PROMO 1stDecember –> MARKETING Increase the sales 31st December DEPARTMENT at the crucialmoment of Christmas.PUBLIC Please see the PUBLIC EVENTS :RELATION Events : 25th RELATION Christmas, New AGENCY Year, Valentine December, 1st Day & Easter. January, 14th FebruaryADVERTISING January > ADVERTISING Billboard in bus February DEPARTMENT station. JC Decaux (billboard: attachment promotion) 20
  21. 21. ATTACHMENTS : BUDGET SOURCES EXPENSES10 % = €10 000 =>Partnerships Sales promo => 20 % = €20 000 Public Relation => 27 % = €27 00090 % = €90 000 => Auto Financing Advertising => 50 % = €50 000 MentalyResearch => 3 % = €3 000 Non allocates Fonds => 10 %=€10 000 100 % 100 % 100 000 € 100 000 € 21
  22. 22. ATTACHMENTS : PROMOTION 22

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