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Free marketing plan sample of a gardening retailer, Botanic, by

  1. 1. BotanicMarketing PlanSample 2010Mouna MAACHE, Anne JACQUINOT, Sophie FILIP
  2. 2. Presentation of the company— Since 1995, France— In the Savoie region, by Claude Blanchet.— The company is run by a group of horticulturalist families.— The head office is in Haute-Savoie, near Geneva.— Plants and the natural world are the roots of the company and the reason for its existence.— The Botanic’s goals is to promote a new lifestyle more fulfilling and innovative. 3
  3. 3. Macro environmental analysisc Political: The growing power of the ecological political party in France.c Economic factors: The economical crisis with less budget for leisure.c Socio-cultural: Public’s awareness of the environmental issues and the raising number of retired people in the society.c Technological: New discoveries to do with the effects of the pesticides on the environment and its impact on human health.c Legal: Laws and regulations about the protection of the environment. 4
  4. 4. The market analysis♣ Botanic comes from the French word «botanique»; «botany» in English, which is strongly associated with the company’s know-how and offer.♣ Products: Garden products and pet shop. The company has also a biological food section. Every product respects the environment.♣ The market: Based on the ecological development, leisure such as gardening. 5
  5. 5. Direct competitorsCompetition - Other garden centers: Jardiland, Vive le jardin, Jardinerie Truffault, Gamm vert & Hermes Jardinerie (focused on ecological gardening) - Tree nurseries Indirect competitors Ecological and garden section in supermarkets. 6
  6. 6. Market segmentation Target:- people who like nature- people who like gardening- people who care about the environment- people who want natural, ecological and organic products Principally, people who are 30 to 70 years old, they like gardening and live mainly in houses, and finally they have enough leisure time. 7
  7. 7. Product: Products related to the garden, the pets and the biological food.Marketing-mix Promotion: Development of the customer’s loyalty with a club, flyers and catalogs in recycled paper, internet website. Place: 59 shops in France and 6 companies in Italy Price: Depends of the product but the products : middle-of-the-range 8
  8. 8. Strengths & WeaknessesOpportunities & Threats analysis 9
  9. 9. Positioning We found out that our business was perceived by our existing clients as having a quite good ecological positioning and a quite good services to customers in comparison to most of our direct competition. But we have to develop a better services to the customers in order to be better than the tree nurseries. (graphic in annex).SOURCES OF INFORMATIONS: The web site of the company : Interview with the director of the shop Botanic in Troyes, Miss GUYONNEAU. 10
  10. 10. Marketing strategy See annex 1Next year Botanic will develop a landscape gardener’s service, mainly forour existing customers, as well as to attract new customers.In parallel, Botanic will promote the existing services and products.Furthermore, we will open our own garden training center in the last quarterof next year. 11
  11. 11. Desired market segmentationWe will target our own customers at first because they already knowour values and the quality of our products. They might be interestedin an advice service.We will also try to gain new customers interested in a landscapegardening service and customers who want a beautiful garden anddon’t like or have no time. 12
  12. 12. Desired marketing-mix Product: Create a new service: department of landscape gardening in each Botanic shop. Place: In each of the 59 shop of Botanic. Promotion:- Recycled paper flyers to be handed-in to the customer within the shops.- Banners on company website and advertising in gardening magazines like Rustica Price:- Less expensive that traditional landscape gardener.- Different options are available. 13
  13. 13. Marketing objectives as a result of the SWOTStrength into an Opportunity: As we are the leader in our market and enjoy a good reputation, we have to expand our service faster and better.Strength that may become a Threat: We will try to keep our prices down and our quality high to make it difficult for our competitors. With the landscape gardening service we will be closer to the customer.Weakness into an Opportunity: We will take advantage of our opportunity with the expenditure of ecological gardening to develop a new service.Weakness that may become a Threat: We will minimize the weakness by launching our landscape gardening service. We will also try to avoid the threat of losing our employees by maintaining improved employee relations by teaching them landscape gardening. 14
  14. 14. Position gaps See annex 2 We will keep our ecological position and try to improve it. We will also improve our customer’s loyalty and the contact with our customers in order to minimize the perceptual gap with our new service because it’s customized. For example, we will emphasize the politeness and contact of our employees towards our customers:⇒ Employees will ask to be called by their first name in order to create a better relationship with the customer (They will “know” and trust our employees). 15
  15. 15. Sales forecastOur landscape gardening service will be approximately 20 or25% cheaper than the traditional gardening service.The average price of this service is: 3,000 Euros for the allinclusive options for an average garden.We are expected to operate 5 gardens per months.Next year, our revenue with our new service is expectedto be: 115,000 Euros. 16
  16. 16. Main cooperative bodies and retaining marketing activitiesA few companies should be considered for collaboration:o GoodPlanet à Association that promotes the respect of the environment. To increase our reputation.o Partnerships with new local biological farmers or producers in order to sell their products in our shops (Honey as an example).o Parternship with HANDICAP INTERNATIONAL every Christmas. 17
  17. 17. Developing new products and its pricing Service: we create a landscape service in each stores of Botanic. The objective is to accompany the customers in the development of their garden. Many garden owners buy qualitative products for their garden, but they don’t have the experience, nor the knowledge, when installing their garden.Quality of service: when the customer asks for an estimate for a garden to beinstalled, first we analyze the request within one week and than inform thecustomer. Finally, within 3 days of customers’ confirmation, a date is set tolaunch the project.Pricing: If people don’t buy the plants at Botanic, the price of the projectwould be more expensive.Price will be between 150€ and 6 500€. Its depends on the level of installationof the garden. 18
  18. 18. Marketing activities, including service marketingDirect marketing: dedicated flyers.Sales promotion: advertising within Botanic’s stores.Public relations: articles in garden magazines.We are going to revise the following quality of service standards:o the quality of our employees (politeness as an example).o how to increase clients’ satisfaction rates. 19
  19. 19. Gantt scheme See annex 3 WHAT WHO WHEN COST COMMENTSFlyers in postal boxes of Marketinghouseholds towards year-end Manager 14 December 3 000 €Database in France Sales beginning of Distribute near theIn-store sales promotion Manager March 5 000 € department of plants Marketing beginning of In the local newspaperArticles in garden magazines Manager December 15 000 € or in garden magazine TOTAL COSTS 23 000 € 20
  20. 20. Control bodies and control tools— The members of the marketing control committee will meet regularly on the first Thursday of every month. We want to compare the new service to the satisfaction of the customers.— The control tools mainly include company reports, satisfaction surveys (clients and employees), marketing busget and Gantt scheme. 21
  21. 21. Control by monthly milestones Jan Feb Mar Apr May June July Aug Sep Oct Nov DecMarketingactivityAnimation for End ofChristmas the monthPrintAdvertising, 1page, full colorduring 8 weekswhen it’s time tostart gardeningMother’s day(May 30th)HalloweenThe Ecologicalweek in ourshops 22
  22. 22. Control by weekly milestonesActivity Mon Tue Wed Thu Fri Sat/ SunAll theemployees in theshop to take careof the customersGardeningworkshopWeekly meeting 23
  23. 23. Criteria of successBased on this year’s results and performance, we would achieve a newecological engagement label. 24
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