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Free marketing plan sample of The Cotton Club, France, by www.marketingPlanNOW.com
 

Free marketing plan sample of The Cotton Club, France, by www.marketingPlanNOW.com

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A plan of The Cotton Club, France

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    Free marketing plan sample of The Cotton Club, France, by www.marketingPlanNOW.com Free marketing plan sample of The Cotton Club, France, by www.marketingPlanNOW.com Presentation Transcript

    • Cotton Club, Troyes, FranceMarket Development Strategy 2010Creating new monthly events for people over 30 years oldKevin Soler, Kevin Roy, Alexandre Urena, Andrea Beck
    • The Cotton Club is a nightclub in Troyes, France,and one of the main attractions for French andinternational students. It opens from Wednesdayto Saturday from 9 p.m. Marketing Plan - Cotton Club: Market Development Strategy 3
    • In 2010, we believe that the social aspect was the most important for the Cotton Club, because the age distribution of the citizens for example is very important to define the target group. Trends in social factors affect the demand Marketing Plan - Cotton Club: Market Development Strategy 4
    •  1.2.1. The Cotton Club is acting in the entertainment and event market 1.2.2. Level of competitiveness of the market: The level of competitiveness of the event market is in the middle range (3,9 out of 10) Marketing Plan - Cotton Club: Market Development Strategy 5
    •  1.3.1. Direct competitors: Manhattan, Quartier Latin, Amphie 1.3.2. Critical Success Factors (CSF): music, price of drinks, employees, design Most important CSF: location Marketing Plan - Cotton Club: Market Development Strategy 6
    •  1.4.1. Segmentation by needs:  to meet people and not be alone  to drink and listen to music  good value of money (no entry and good prices of drinks) 1.4.2. Segmentation by demographic attributes:  Age: between 18 and 25 years old  Job: students  Income: between 400 and 600 Euro  Gender: men and women Marketing Plan - Cotton Club: Market Development Strategy 7
    •  1.5.1. Offer-mix  In 2010 the Cotton Club invested it`s money and labor time into Quality of service (60%), brand (25%), physical (10%) and price (5%). 1.5.1. Promotion-mix  In 2010 the distribution channels were 100% direct and the marketing communication was mainly about sales promotion (posters) and internet promotion (face book). Marketing Plan - Cotton Club: Market Development Strategy 8
    •  Strengths: modern music, central position, good quality of drinks Weaknesses: small location Opportunities (depend on us): associations and partnerships Opportunities (do not depend on us): more international students as future target group Threats (depend on us): failing with new events Threats (do not depend on us): strict conditions due to noise pollution of neighbors Marketing Plan - Cotton Club: Market Development Strategy 9
    • 1.7) Annex 1, 2 and 31.8) Sources of informtion Cotton Club‘s facebook Visiting the location several times Phone interview with Cotton CEO Marketing Plan - Cotton Club: Market Development Strategy 10
    • 2.1 ) In 2011, we want to create a new monthly event for people over 30 who are single or who would like to be in a less young atmoshpere.2.2) Our desired target is people over 30 who have at least one of those needs :  Meet people because they are single  Enjoy music  Have a drink because of social aspect Marketing Plan - Cotton Club: Market Development Strategy 11
    • Quality of service Price2.3 ) Offer Physical Brand For the Cotton Club, and for our target for the new event we want to create it is better to improve Price and Brand, because we have to be famous and recognize as a popular social club for people over 30. Distribution Marketing CommunicationPromotion Direct Mail Sales Promotion Internet Advertise in newspaper, flyers, or in firms2.4) SWOT S W O To adapt our quality of service Small size, but we can easily change the design, to the new market. and people attract people so even if there is not a lot of people the place looks overcrowded. T Competitors can copy our The place is not easy to find, so we have to spend event. So we can create a a lot of money in advertising to make people loyalty program. over 30 aware of the location Marketing Plan - Cotton Club: Market Development Strategy 12
    • 2.5) See annex 4, 5 and 62.6) In the place we can put about 100 people maximum. A person spends an average of € 35 at the Cotton club (including entry, drinks and other fees). We organize this event once a month. We plan to reach 250 people a night by using strong promotion and emphasize the innovative side of our event. 250 (people) x € 35 (average) x 12 (months/year) = € 105000 Marketing Plan - Cotton Club: Market Development Strategy 13
    •  3.1. Main cooperative bodies:  Suit stores (Hugo Boss, Kenzo)  Audi  see annex 9  Golf club in Troyes  Travel agency  see annex 93.2. Developing new offer:We want to develop a new flyer slogans for our advertising campaign (“Older is better” comparing with a bottle of whiskey). Marketing Plan - Cotton Club: Market Development Strategy 14
    •  3.3. Marketing promotion:  3.3.1. Direct distribution: We want to organize a monthly event (every third Saturday a month) for over 30 year old people and want to reach about 250 people a month.  3.3.2. Sales promotion / internet advertising: We want to create our own website as well as send newsletters and vouchers thanks to our partners` databases. Furthermore we would like to advertise in newspapers the week before our event. Marketing Plan - Cotton Club: Market Development Strategy 15
    •  3.4. Enhancing service marketing principles: Public bus lines for Cotton Club, because there is no space to park a car and if the people drink they can not drive to go home. 3.5. Action plan chart: see annex 7 3.6. Marketing yearly budget: see annex 8 Marketing Plan - Cotton Club: Market Development Strategy 16
    •  4.1. Control bodies:We would recommend to organize marketing meetings twice a year together with our accountant and lawyer. 4.2. Control tools:We want to distribute questionnaires for our customers in the internet to check the customer satisfaction. 4.3. Milestones:Valentine`s day will be an important date for us because we want to bring singles together and want to create a big event. Marketing Plan - Cotton Club: Market Development Strategy 17
    • Poster for the new event for people over 30.Marketing Plan - Cotton Club: Market Development Strategy 18
    • Marketing Plan - Cotton Club: Market Development Strategy 19
    • Good quality of 4 drink Manhattan Cotton Club Amphie 3 Modern1 2 3 4 Music 2 1 Marketing Plan - Cotton Club: Market Development Strategy 20
    • Good quality of 4 drink Cotton Club Manhattan Amphie 3 Central1 2 3 4 Position 2 1 Marketing Plan - Cotton Club: Market Development Strategy 21
    • Central position 4 Amphie Manhattan Cotton Club 3 Modern1 2 3 4 Music 2 1 Marketing Plan - Cotton Club: Market Development Strategy 22
    • Central Position 4 Amphie Manhattan Cotton Club 3 Modern1 2 3 4 Music 2 1 Marketing Plan - Cotton Club: Market Development Strategy 23
    • Good Cotton quality of 4 Club drink 3 Amphie Manhattan Modern1 2 3 4 Music 2 1 Marketing Plan - Cotton Club: Market Development Strategy 24
    • Good quality of 4 Cotton Club drink Manhattan Amphie 3 Central1 2 3 4 Position 2 1 Marketing Plan - Cotton Club: Market Development Strategy 25
    • # What? When? Who? How Much?1 testing the one study consultant 10 000 market (study of the market)2 promotion plan twice a month Marketing Manager 20 0003 christmas party 23th of december 8000 CEO4 valentines day 14th of febuary 8000 CEOBudget: 46 000 Marketing Plan - Cotton Club: Market Development Strategy 26
    • Budget :Expenses : year 1 year 2 year 3promotion 20 000 15 000 10 000furnitures 250 300 350labour force 2000 (2waitresses) 3000 (3) 4000 (4)DJ 1500 (1DJ) 1501 (1DJ) 1502 (1DJ)Stock (alchool) 3500 6000 9000total : 27250 25801 24852using notority these figures are going to decrease each year.making bigger event each years so more expenses on small funitures Marketing Plan - Cotton Club: Market Development Strategy 27
    • Audi : The first year, we give to people over 30 an opportunity to win a car.At the end of each 3 first parties we give a car key (audi) to our consumers. After the third party they can go to audi shop in Troyes and try their keys (they can have 3 per people maximum because they can receive one key each of the 3 parties). If the key match with the car they win this car !Travel Agency : They give to the Cotton Club their databases and we advertise their company during the event. Marketing Plan - Cotton Club: Market Development Strategy 28