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   Marketing Plan 2010   Interviewee:Mr LAPIPE Hubert, Purchasing Manager   Strategy:New concept developing on a new ma...
   In our existing business, the two most influential    environments are :     Economical       High prices so if the p...
 Royal Quartz starts with one market: Luxury watches, only Swiss made. Its market share is about 30%.                 C...
   The segmentation is made by purchasing power because of    high prices.   Most of their clients are loyal customers b...
   The most important elements for us are:                      PEOPLE    PRODUCT                        COMMUNICATION   ...
Unique Sailing Proposition : The most important           point for Royal Quartz is the quality of products.       Loyal...
USP 1                    USP 1 : quality of product                    USP 2 : quality of service                     Roya...
Offer       Products                              Existing    New       Demand      Existing   Direct                     ...
   Our main targeted audiences next year will be more    modern women because our new dress-jewels and    they would like...
 The USP for 2010 will stay the quality of             products.   TOWS :               Strengths                      ...
Client/ Day   Expenses        Day/ Week        Week/                                                                    Mo...
 In tune with our marketing strategy and  objectives, our new selected business partner is  Gerard Darel, dresses and lea...
   Our product are tops and dresses only for    women with collar in jewels. They are only in silk    and jewels will be ...
 Localization is our first P, we are only implant  in center town and airport. In this kind of  places people take a walk...
   In order to increase our quality service we    decide to form our sellers in clothing retail.    Indeed they are only ...
WHAT         WHO            WHEN           HOW MUCH      COMMENTSBILL BOARD      AD AND        1 MONTH        500 000€    ...
Ressources                      Usage Cooperatives      2000,00 €                                direct marketing   2000,0...
   There is marketing control committee, that will meet    on Wednesday every two weeks, is to control the    marketing b...
   Important dates for our new market are:   -Fathers and mothers day ( Mostly third Sunday of June )   -Christmas peri...
   Royal Quartz belong to        The group is a part of    Lambert company                Galerie Lafayette, and    crea...
Free marketing plan sample of a luxury watches retailer, Royal Quartz, by www.marketingPlanNOW.com
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Free marketing plan sample of a luxury watches retailer, Royal Quartz, by www.marketingPlanNOW.com

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Free marketing plan sample by marketing plan now: www.marketingplannow.com.
A plan of a luxury watches retailer, Royal Quartz

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Free marketing plan sample of a luxury watches retailer, Royal Quartz, by www.marketingPlanNOW.com

  1. 1. 1
  2. 2.  Marketing Plan 2010 Interviewee:Mr LAPIPE Hubert, Purchasing Manager Strategy:New concept developing on a new market Presenting by:RUESTMANN CharlotteSTROPSA ValenciaVALCKE DelphinePIRIO Anne 2
  3. 3.  In our existing business, the two most influential environments are :  Economical High prices so if the purchasing power decrease they loose customers.  Technological The demand always asks for high technological products, so the company has to adapt its watches. 3
  4. 4.  Royal Quartz starts with one market: Luxury watches, only Swiss made. Its market share is about 30%. COMPETITORS: Direct competitors: Heure et Montre, Dubai, Kronométrie and Heure et Passion. Indirect competitors: In order to earn money, suppliers like Tag Heure, decided to create their own shops to sell only their brand. They might have concurrence in the future by more suppliers. 4
  5. 5.  The segmentation is made by purchasing power because of high prices. Most of their clients are loyal customers because they are satisfied by our product’s quality and they come back every year. 5
  6. 6.  The most important elements for us are: PEOPLE PRODUCT COMMUNICATION DISTRIBUTION 6
  7. 7. Unique Sailing Proposition : The most important point for Royal Quartz is the quality of products.  Loyal customers  Prices for everybody, so rich people could want to go in a shop  Security of quality only for them quality of our brands  After sale service slow  Copies of our brands (forgery)  Develop our brand in a new  New brand better than our market brand with lower prices Open new stores in cities center  Small numbers because of the crisis 7
  8. 8. USP 1 USP 1 : quality of product USP 2 : quality of service Royal QuartzUSP 2 Heure et Montre Dubai Heure et Passion In 2010 Europa Quartz would confirm its position. And keep the good opinion from people. 8
  9. 9. Offer Products Existing New Demand Existing Direct marketing Targeted New New clients : audiences women Next year, our selected marketing strategy is defined as development of new products : luxury jewels. 9
  10. 10.  Our main targeted audiences next year will be more modern women because our new dress-jewels and they would like to have recommending consumers. DESIRED MARKETING MIX: For next year, the brand takes more attention to the localization (because center town realized best sells) and communication (in order to increase notoriety and because it is its weakness). 10
  11. 11.  The USP for 2010 will stay the quality of products. TOWS : Strengths  Weaknesses opportunities opportunities Our new product is made Thanks to our popularity in with jewels, so rich France, we could open new people could be our only shops in other countries. clients. Strengths  Weaknesses threats  threats well known brand can Chinese’s shops could made them feel too "safe" imitate our dresses  pay little attention to and sell them with quality. low prices . 11
  12. 12. Client/ Day Expenses Day/ Week Week/ Month 3 months after 70 70000 € 5 4 the launch 6 months after 100 120000 € 6 4 the launch 9 months after 150 220000 € 6 4 the launch 1 year after the 170 260000 € 6 4 launchWe hope that our new products will have success, so we imagine good sells with anaugmentation every 3 months. Our dress costs approximately 1000 € per unitbecause, It is made with jewels. 12
  13. 13.  In tune with our marketing strategy and objectives, our new selected business partner is Gerard Darel, dresses and leather industry. Further sponsorships:Miss France and Festival de Cannes.MAINTAINING CURRENT SITUATION IN THE MARKET: Sponsoring will permit to win notoriety because these events are very famous and glamorous like our product. 13
  14. 14.  Our product are tops and dresses only for women with collar in jewels. They are only in silk and jewels will be semiprecious stones like emerald and topaz. For the price we decide to propose anoffer which permit to women to have lowcosts if they choose stones in the samecolor as their eyes. 14
  15. 15.  Localization is our first P, we are only implant in center town and airport. In this kind of places people take a walk and look to the show windows. So we decide to emphasize our product in them. Communication is our second P, we decide to made publicity campaign as any other luxurious product. The campaign will be made on bill boards and women magazines. 15
  16. 16.  In order to increase our quality service we decide to form our sellers in clothing retail. Indeed they are only watch sellers so they don’t know how to advise customers. And we decide to produce our products only in France in order to keep the image of huge quality. 16
  17. 17. WHAT WHO WHEN HOW MUCH COMMENTSBILL BOARD AD AND 1 MONTH 500 000€ COMMUNICATIO BEFORE SALES ONLY IN FRANCEMAGAZINE N 300 000€ MANAGERSSELLERS ORGANISM OF 2 WEEKS 700€ FOR 2FORMATION FORMATION BEFORE SALES WEEKS PER PERSON 17
  18. 18. Ressources Usage Cooperatives 2000,00 € direct marketing 2000,00 € bodies 2000,00 € indirectshort-term loans 1800,00 € marketing 15000,00 € new product self 8200,00 € development - advertising 1500, 00 € marketing - 500,00 € research - non-alocated 2000,00 € 19000,00 € TOTAL 19000,00 € 18
  19. 19.  There is marketing control committee, that will meet on Wednesday every two weeks, is to control the marketing budget and check the expenditures. Making sure that the right amount of money is spent on the right thing, is the task of this committee. CONTROL TOOLS: The control tools this committee is going to use will determine whether this project will be successful or not. We will set up a survey for some well-selected loyal customers. The surveys will answer to the question of our position in the market and the perception of Europa Quartz. The survey will be made by an external firm in order to get the optimal result in the least amount of time out of the survey. 19
  20. 20.  Important dates for our new market are: -Fathers and mothers day ( Mostly third Sunday of June ) -Christmas period ( 1 – 26 December ) -Valentines day ( 14 February) People give presents at this period. CONTROL OF SUCCESS: Our aim is to become the new market leader for tops and dresses only for women with collar in jewels. The criteria of success therefore must be that customers perceive us as the first option to go to for their jewels clothes. The answer to the question, “where can I buy male jewels tops ?” Must be: Royal Quartz. If our target group answers this question with the name Royal Quartz, and we spent our budget on the right way, we consider this plan a success. 20
  21. 21.  Royal Quartz belong to  The group is a part of Lambert company Galerie Lafayette, and created in 1928. possess two brand: Nowadays it is the first Europa Quartz and French distributor of Royal Quartz. luxurious watches. The group exploit 20 shops, with 6 shops in Paris. 21

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