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Free marketing plan sample of a lighting services, Festilight, by


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A plan for a lighting service provider, Festilight

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Free marketing plan sample of a lighting services, Festilight, by

  1. 1. 15.11.2009 Powerpoint presentation by Kim Xuan Tran 1
  2. 2. Developing Lighting ServicesMarketing Plan 2010
  3. 3. INTRODUCTION Facts: - CEO: M. Didier Maroilley (our contact person) - Formation: Troyes in 1997 - Sector: Luminous decoration - Turnover: Approx. €5 million in 2008 - Markets: All over the world - Facilities: ∙ Headquarter, research and production in Troyes ∙ Subsidiary in the south of France ∙ Purchasing department in Hong-Kong15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 3
  4. 4. Sample of products:15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 4
  5. 5. Part One: STRATEGIC PLANNING 1. Analysis of the Current Situation 1.1. Macro Environmental Analysis: - Social and Economical environment: -> Seasonal Aspect: Products mainly sold during Christmas period - Technological and Legal environment: -> Innovation: New products every year with precise standards 1.2. Market Analysis: - Highly concentrated market with few large sized competitors15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 5
  6. 6. 1.3. Competitive Analysis: 1.3.1. Direct: - Each company which produces / imports / sells luminous decoration - E.g. Blachère Illumination and LCX: The two leaders in France 1.3.2. Indirect: - All companies which distribute non luminous decoration 1.3.3. Future: - Companies who are more advanced concerning the ecological aspects of light decoration15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 6
  7. 7. 1.4. Market Segmentation: ∙ Private users who want to decorate their garden or their house ∙ Professional users who want to remodel the showcase of their stores ∙ City councils who want to beautify their town ∙ « Custom build project » 1.5. Existing Marketing-mix: ∙ Price: Slightly superior to the competitors ∙ Promotion: Exhibitions, special events, « famous clients », website ∙ Place (Distribution): Long distribution channel through special large distributors ∙ Product: Innovative luminous decoration systems with a strong value15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 7
  8. 8. 1.6. SWOT (USP, ESP) Strengths Weaknesses ∙ Innovative ∙ Seasonal dependance ∙ 70% of products patented ∙ Lack of fame ∙ Efficient distribution channel ∙ Higher prices ∙ Productivity level < than demand Opportunities Threats ∙ Innovative ∙ High dependance on distributors’ ∙ Experimental subsidiary performance & health A new law coming up15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 8
  9. 9. USP ESP ∙ Set of different lighting ∙ Christmas atmosphere components which can be easily connected. You may add as many as you wish to get different effects and images.15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 9
  10. 10. 1.7. Positioning: - Festilight is the third biggest firm in France concerning our turnover with the expectation of becoming second due to winning more and more market shares. - In comparison to our competitors our prices are a little higher but therefore we are innovative and put a lot of effort into research and development. 1.8. Sources of Information: - Interview with M. Didier Maroilley, CEO of Festilight - Website of Festilight: www.festilight.fr15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 10
  11. 11. 2. Achievable Marketing Objectives 2.1 Marketing Strategy We are going to develop a new market. We want the people to use our lighting systems not only for the Christmas period but more for the other holidays and events. 2.2. Desired Market Segmentation Our market segmentation will not change. Our target groups will still stay the same but we want them to use our luminious lighting systems also for everyday occasions in life. 2.3 Desired Marketing Mix We want to stay slightly superior concerning our price to our competitors to show our innovative strength. Our products remain the same but are going to be used for different events and holidays. Because we are going to promote our lighting systems for everyday occasions, promotion will change and become the most important objective.15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 11
  12. 12. 2.5 2.4 Marketing Objectives • We are going to try to adapt in the best way to the new European Law which is concerning the light balls. We hope that because these new light balls save energy, more people want to use lightning decorations for various events and also for everyday life. • Our objective is to become second in France and past one of our competitors through our innovative products. We want to do this by not depending so much anymore on the Christmas time. • To promote our lighting systems for everyday life occasions we are going to promote our products through partnerships with reality shows which remodel houses and gardens.15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 12
  13. 13. 2.5 Positioning high innovation 2009 2010 unknown image famous image low innovation15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 13
  14. 14. 2.5 By promoting our lighting systems we want to improve our image and become more famous, so we can reach one of our objectives. Our innovation activities will stay the same due to the fact that we want to develop a new market. That is why our perception gap is on the horizontal line. 2.6 Yearly Sales Forecast Assumptions:  Area: Champagne Ardenne  Population: 1 300 000 None seasonal depending buyers : 1 500  Average price: 25 € Yearly Sales Forcast: 37 500 €15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 14
  15. 15. Part Two: ACTION PLAN 3. Yearly Action Plan & Marketing Budget 3.1 Main Cooperative Bodies  TV show „D&co“: Sponsoring/Partnership to get more famous  Stade de l‘Aube: Partnership for decoration of the stadium  Cerise: Partnership to decorate weddings which they organize  Superior School: Partnership for decoration and students training 3.2 Maintaining Current Situation We decorate Troyes for Christmas every year. Christmas decoration in general is one of the main parts of our business.15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 15
  16. 16. 3.3 Developing New Products and its pricing  Special price discounts for those who go to the Stade de l‘Aube and watched a game. They get 10% reduction on our FestiSwing.  If a couple decides to get their wedding planned by Cerise, we will offer them a 15% reduction for our lighting systems because we are Cerise‘s partner. 3.4 Marketing Activities  By working with „D&co“ we want to promote our lighting systems as an everday occasion decoration. Viewers will see the different ways our systems can be used and will get to know us.  In the Stade de l‘Aube, we will hang big posters of our company because then everyone will know that we are responsible for the decoration.  Another partnership with Superior School (management school or ingeneering school) coud be a way of promotion by welcoming students for mission or internships and supervising celebration decoration.15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 16
  17. 17. 2.5 3.5 Enhancing Service Marketing principles  We will offer technical supervision and assistance if needed  Rental service for lighting systems 3.6 GANTT Scheme What? When? Who? Comments Being promoted Begin in april CEO France in reality shows Cooperation with Beginning of Sales Manager Reaching av. 2000 Stade de l‘Aube Football Season people each game Commercial Beginning of Sales Manager Promoting each partnership with spring other in each Cerise other‘s catalog15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 17
  18. 18. 3.7 Marketing Yearly Budget  Assumption for Champagne Ardenne: 35% of 37 500 € is our Marketing Budget = 13 125€ Ressources Usages • Self 10 500 € • Direkt Mkt 2625 € • Short term 1312,50 € • Indirekt Mkt 5250 € loan • PR 1968,75 € • 1+1 > 2 1312,50 € • Advertising 1968,75 € • non 1312,50 € allocated fund 13 125 € 13 125 €15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 18
  19. 19. 4. Control Procedures & Criteria of Success 4.1 Control Bodies The heads of each departement meet every three months to discuss the latest developments and changes. If the CEO does not feel confident enough, he should summon a consultant to advise him to see different point of views. 4.2 Control Tools  Automatical survey send to the customers after 3 months of purchase.  Distributor´s feedback by meeting some of the most important ones at least once a year. 4.3 Control by Milestones  Conclude contract with reality show by the end of June 2010 to start the promotion in spring 2011.15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 19
  20. 20.  Each year on the 1. September we want to have the new catalog of our products ready for the Christmas Season.  Conclusion of contract with Cerise by the end of February to start the cooperation in spring. 4.4 Criteria of Success Of course the turnover and profit are important numbers to mesure our success, but the change of image is also another achievement which we can estimate with the responses of our surveys.15.11.2009 Simon Drouard, Pierre Michelin & Kim Xuan Tran 20