Cotton Club, Troyes, FranceMarket Development Strategy 2010Creating new monthly events for people over 30 years oldKevin S...
The Cotton Club is a nightclub in Troyes, France,and one of the main attractions for French andinternational students. It ...
In 2010, we believe that the social aspect was  the most important for the Cotton Club, because  the age distribution of t...
   1.2.1. The Cotton Club is acting in the    entertainment and event market   1.2.2. Level of competitiveness of the ma...
   1.3.1. Direct competitors: Manhattan, Quartier    Latin, Amphie   1.3.2. Critical Success Factors (CSF): music, price...
   1.4.1. Segmentation by needs:     to meet people and not be alone     to drink and listen to music     good value o...
   1.5.1. Offer-mix     In 2010 the Cotton Club invested it`s money      and labor time into Quality of service (60%),  ...
   Strengths: modern music, central position, good    quality of drinks   Weaknesses: small location   Opportunities (d...
1.7) Annex 1, 2 and 31.8) Sources of informtion Cotton Club‘s facebook Visiting the location several times Phone interv...
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...
Quality of service                            Price2.3 ) Offer                                                Physical    ...
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  th...
   3.1. Main cooperative bodies:       Suit stores (Hugo Boss, Kenzo)       Audi  see annex 9       Golf club in Troy...
   3.3. Marketing promotion:     3.3.1. Direct distribution: We want to organize a      monthly event (every third Satur...
   3.4. Enhancing service marketing principles:    Public bus lines for Cotton Club, because there is no space to    park...
 4.1. Control bodies:We would recommend to organize marketing  meetings twice a year together with our  accountant and la...
Poster for the new event                                                   for people over 30.Marketing Plan - Cotton Club...
Marketing Plan - Cotton Club: Market Development Strategy   19
Good         quality of 4         drink Manhattan                               Cotton                                    ...
Good      quality of        4      drink                                         Cotton                                   ...
Central      position          4                                    Amphie                  Manhattan                     ...
Central      Position          4                                                      Amphie                             M...
Good                                                    Cotton      quality of        4                           Club    ...
Good     quality of        4                                                       Cotton                                 ...
#         What?             When?             Who?                How Much?1         testing the      one study          c...
Budget :Expenses :           year 1                     year 2                   year 3promotion                          ...
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...
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
Upcoming SlideShare
Loading in...5
×

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

1,852

Published on

Free marketing plan sample by marketing plan now: www.marketingplannow.com.
A plan of The Cotton Club, France

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,852
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
32
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

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

  1. 1. Cotton Club, Troyes, FranceMarket Development Strategy 2010Creating new monthly events for people over 30 years oldKevin Soler, Kevin Roy, Alexandre Urena, Andrea Beck
  2. 2. 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
  3. 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
  4. 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
  5. 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
  6. 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
  7. 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
  8. 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
  9. 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
  10. 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
  11. 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
  12. 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
  13. 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
  14. 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
  15. 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
  16. 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
  17. 17. Poster for the new event for people over 30.Marketing Plan - Cotton Club: Market Development Strategy 18
  18. 18. Marketing Plan - Cotton Club: Market Development Strategy 19
  19. 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
  20. 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
  21. 21. Central position 4 Amphie Manhattan Cotton Club 3 Modern1 2 3 4 Music 2 1 Marketing Plan - Cotton Club: Market Development Strategy 22
  22. 22. Central Position 4 Amphie Manhattan Cotton Club 3 Modern1 2 3 4 Music 2 1 Marketing Plan - Cotton Club: Market Development Strategy 23
  23. 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
  24. 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
  25. 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
  26. 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
  27. 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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×