Free marketing plan sample of a French cosmetic retailer targeting men, Sephora (LVMH), by


Published on

Free marketing plan sample by marketing plan now:
A plan of a cosmetic retailer, Sephora France (LVMH group) - targeting men

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Free marketing plan sample of a French cosmetic retailer targeting men, Sephora (LVMH), by

  1. 1. 1
  2. 2. Marketing Plan 2010Barbara DenoyPascale DuongSteven Van Der Lugt 2
  3. 3. 3
  4. 4. • More than 750 stores in 21 countries• Founded in France in 1969• Carries over 250 brands• Launched online shop in 1999 available in 9countries 4
  5. 5. The most important issue for Sephora isthe economic issue because they need tofocus on their profits due to the crisis.Sephora’s market is the cosmetic andperfume market (22% share of market) : • United States • China • Europe 5
  6. 6. Direct competitors Indirect competitors Future competitors • Supermarkets • Pharmacy (an increase of 5% since 10 years) • Murale (Canada, Pharmaprix) 6
  7. 7. Sephoras target market is very big:- women of almost all ages- wealthy- budget conscious.The sales staff are low-key, no-pressure, people who are only therewhen you need them.They want to create an environment without pressure and believe thatcustomers will come back because they found what they needed. 7
  8. 8. Brand ( Product )The priorities for Sephora are to invest in thebrand and to communicate to the targetaudiences in order to increase loyalty levels. Advertising ( Promotion )Product : Sephora has their own products Distributionwith their own name. channelsPromotion : Sephora uses direct marketingwith their free loyalty card. They also usemailings and stands in shop. Pricing 8
  9. 9. Strengths Weaknesses •Advertising • Difficulties of adaptation in foreign • Brand’s reputation countries (for example : Japan) • Product quality • Self service does not comply with the • Suppliers luxury image• Own products with their own name • Sephora does not have a strategy to • Internationalization avoid the competitors.  USP • Sales points: well-be, beauty  ESP Opportunities Threats • New trends • Lots of competition • New products • Economic crisis • “ Niche brand ” • Real estate crisis • Particular lifestyle, habits… • Entry barriers on the perfume market: we need lots of money 9
  10. 10. A= SephoraB= MarionaudC= Beauty succesD= Douglass 10
  11. 11. 11
  12. 12. In 2010 Sephora will focus onmarket development strategy:selling the same product to a newgroup.Sephora would like to increasethe demand by promoting theirexisting offer to new segment. 12
  13. 13. In 2010 Sephora’s marketing mix will befocused on the advertising with a bigcampaign. Sephora should create a newatmosphere in their shop: newdecoration (more masculine) andsalesmen. 13
  14. 14. Their market share consists of mostly womenand they would like to increase market sharefor male products :• Men of 20 until 30• A dynamic and attractive target group• Need to take care of themselves• Sociological influence• New conception of the beauty• It is no longer only for women.• It is not only a trend but a real need. 14
  15. 15. Strengths Weaknesses Own productsOpportunities with their own Price name A= Sephora Self service B= Marionaud Internationaliza different from C= Beauty succes Threats tion the luxury D= Douglass Suppliers image 15
  16. 16. Transaction Panier Transaction Age Open days / hours moyen / Day Men 1 40 euros 8 6 20 to 30Transaction per day: 8Transaction per week: 48 (8x6)Transaction per month: 192 (48x4)Contribution for the next year: 12 x 192 x 40 = 92 16092 160€ is an estimate revenue of the project. 16
  17. 17. 17
  18. 18. We decide to collaborate, in first, with Lacostebecause we think that it can complete our offer.But we can also have a partnership with Azzaro(perfume market), or Raph Lauren (clothes market)and GQ magazine (press market).We advise to continue its system of loyalty cardbecause we notice that it is a pertinent (good) wayfor secure the fidelity of clients. Moreover, this is inrelation with our challenge. 18
  19. 19. Even if we decided to develop a new market,we will create a new product with Lacoste topromote our new segmentation (men, age 20to 30).Product :- Toilet bag which can contain one perfume,lotions and creams.- Sales places : only on the Sephora’s shopand Lacoste’s shop.- Price : about 20€ more than perfume’price. 19
  20. 20. Objective : promote our new product to men between 20 to 30 years old.For that we decide to promote by 2 ways :First : Advertising : Media : hoarding (billboard) in street with men When : before the Christmas period Message : that men can take care of themselves also, without being seen as effeminate.Secondly : Public Relation : organize open day with presents (toilet bag),specimen and presence of football star. Press release and press conference.Sponsoring for sports events and invitation to cocktail.For increase the sales of men products, we decide to make the shop’s atmospheremore masculine with more salesmen. 20
  21. 21. What is the From To How Comments Who? activity? when? when? much? December, January theAdvertising Noemie 15000€ 1st 4th. Open Day, Public Conference, Paul December January 13000€ Relation Sponsoring …Marketing 28000€ budget 21
  22. 22. We used 40% ofassumption budget of2.6 : 36.864€. 22
  23. 23. 23
  24. 24. - Meeting on Tuesday every 2 weeks- Control budget and checkexpenditures- Campaign is the most important- Consultant, accountant and loyalcustomer.- Survey- Well-selected loyal customers- External firm to set up the survey 24
  25. 25. |----------------------|--------------------*---|-----------------------|-------------------*---*---|Jan. April July Oct. Dec.Important dates for our new market are :• Fathers day ( Mostly third Sunday of June )• Christmas period ( 18 – 26 dec )• National festivities where people give presents ( e.g “Sinterklaas inHolland, 5th of December ) Market leader Check on spending and budget “Where can I buy male beauty products?” Sephora 25