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Short introduction of Deliciously Dutch. Who we are and why we are established. Our platform is for SME's in food & beverages, to assist and understand their needs in export development. To share ideas and costs.To assist in fairs and share their client Dbase for the future.
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
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Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
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Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
2. JEFF DE BRUGES
New Product: Sugar-free chocolates
Barbier Hugo
Bitterol Julien
Dupont Guillaume
MARKETING PLAN
2
S
SaukkoSinni
3. The Company
S Date of creation: 1986
S President: Philippe Jambon
S Producer and seller of chocolate
S French company
S Number of shops: 284 shops in France and 34 abroad
S Franchisee business
3
4. Macroenvironmentalanalysis and
Market analysis
S Macro environmental analysis
S The economical and social parts are significant in this
business environment. The more people have money to
spend, the more they can spend for expensive brands.
Consumers are ready to spend on quality for its image and
the value it gives
S Market analysis
S Bargaining power of customers: Customers are really
important to develop our market and they have a big power
of bargaining because of the number of competitors in our
market.
4
5. Competitors and Positionning
S Competitors
S Indirect: French chocolatiers and companies that target the upper
class and people who want to buy chocolate for Christmas,
Easter....
S Direct: Belgian chocolatiers and chainsthatsellchocolatebetween
35 and 45 euros per kilo.
S Future: Small producer who can develop and gro.
S Positioning (Attachements)
5
6. Marketing Offer
( Product)
S The product: Chocolates
S Brand: Jeff De Bruges
S Quality of service: Very good quality.
S Physical characteristics: The chocolates can have different form.
S Pricing
S Rebate: For faithful consumers
S Method of payment: cash, credit card and cheque.
S Price of the product: Basic and Better product.
6
7. Marketing Promotion / Service
marketing elements/ Swotanalysis
S Marketing Promotion
S Choice of the distribution channel: Direct channels
S Marketing communication: Large campaign
S Service marketing elements
S People: No service after sale.
S Location and accessibility: Stores and the headquarters
S Swot analysis
S Jeff de Bruge is a company which has a very good image and
some opportunities with the new emerging market. However his
market depend of the international calendar and there is the
7
emerging of discounter on the market.
8. Market Segmentation
Product : High quality, Elegant Packaging
S Consequences:Wide range of customers targeted18-80 years old
S Medium incomes customers & High incomes customers
S Shops in the street next to the biggest chocolate makers (Customers ++)
S Malls (Shopping Arcade) + Mass-Market retailing for a few number of products.
S Wide range of products to maximize its offer (Price range : between 2 and 44โฌ)
Concerning AIO (Activity, Interest, Opinions)
S Consumers who often go out, go to restaurant, who like food (& chocolate)
S Consumers with refined tastes concerning cooking.
S Consumers who give (& receive) gifts like chocolate or flowers when theyโre invited.
8
9. Achievable Marketing Objectives โ
Nextyear
Marketing strategy
S Product development strategy
S Next year Jeff de Bruges will developed a new product of sugar-free chocolate mainly for
its existing customers
S Healthy lifestyle as a global trend supports this product idea
Desired market segmentation
S Next year Jeff de Bruges will target mainly the same customer segment, but also try to attract
new customers
S The customers who are aware of healthy products and people who do not eat chocolate
because of sugar.
Desired marketing-mix
S Next year Jeff de Bruges will emphasize to promoting the new product by campaigns and
advertisements 9
10. Achievable Marketing Objectives โ
Nextyear
Marketing objectives as a result of the SWOT
S The good reputation of the company gives good changes for launching a new product
S Be aware of the global trends, competitors and market changes
S Keep the good quality of services and products
Position (perceptual gaps)
S Next year Jeff de Bruges will highlight the different healthy product they have to offer
which gives a new positive aspect for the whole business image.
S Combine tasty, quality and healthiness
Yearly sales forecast
S Next year the companyโs revenue is expected to grow about 5 %
10
11. *JDB = Jeff De Bruges
ACTION PLAN & MARKETING
BUDGET
S Partnerships:
S http://ycchocolate.com/
S http://www.chocoholicsheaven.com/
S http://www.kot.fr
Why? They =>Competency in sugar free chocolate // Us =>Well-knownChocolate
brand in the world
JC Decaux for ourUrban Promotion
S Currently: JDB has positive activities,
sobetter to continue thisway,
in addition withthis new market
diversification. 11
12. OFFER & PROMOTION MIX
S New product: offering a new range of sugar-free-chocolate.
New consumerโs possibily: Choose between 2 categories
Basic Chocolate & Sugar Free Chocolate
S Same price range between the 2 categories, to correspond to the
customerโs demand.
S Distribution: JDBโs stores + JDB Website
S Promotion: in the Jeff catalogue+ Billboard (JC Decaux)
S Process: JDB Club, the consumer can join the private club (loyalty for
customer)
S Physical Support: new organisation in the stores, and creation of a new
section in the website.
12
13. GANTT & BUDGET
S To promote our new range of products (Same strategy as
Mauboussin) => Use famous events to make customer
purchasing chocolate.
S Distribution of flyers for Christmas, New Year, Valentineโs
Day, Easter.
S Budget forecasted : โฌ 100 000
13
14. Control Procedures&Criteria of
Success
S Control Bodies
S Marketing and Sales manager have to meet at the first Monday
of each month to discuss about the market plan.
S Control Tools
S We rely on the following control tools: client satisfaction
survey, positioning survey, financial report, focus group.
S Control by Milestones
S For us the five more important date are: the international day
of diabetic (14th November), international day of woman(8th
march), international day of health (7th April), and some other
day like Christmas, Easter, Saint-Valentine .
14
16. Attachements
2,4
Bargaining
power of Weight out of 1.0
customers
Grade from 1 to 10
0,4 6 Result out of 10
7
Bargaining 1 Barriers of 2,1
Level of
0,2 power of competitiveness entry and
suppliers 0,3 exit
0,2
6 0,1
substitutes
16
0,6
17. Macroenvironmentalanalysis:
PESTO analysis
Politial โข France is a safe social democracy
โข Belgium is a monarchy which is in trouble with the
independance of the French and Dutch parts
Economical โข Economical situation: Europe is a stable market, but the
economical crisis had a strong impact on the purchase power
โข French and Belgium market are linked with seasonal consumer
activity
Social โข Value and respect of luxury and chocolate
โข Annual holidays and consumption of chocolate
Technological โข Internet as a selling channel
Others โข Environment
โข Laws
17
18. Swot Analysis
Strength: Weaknesses:
+ USP 1: The voice of the Brand ๏ โJeff De -Depend of the international calendar
Brugesโ = good chocolate
+ USP 2: Good price compare to the very
good quality
+ USP 3: Very good quality of service
+ Good accessibility to the store
+ Different types of chocolates
Opportunities : Depend on the business Threats:Depend on the business
+ Emerging market (India,China) - Chocolate bars (lindt,
+ New product - Similitude with chocolate candies
- Emerging of discounter
- Supermarket distribution
Not depend on the business Not depend on the business
+Low competition in Europe - Anti-obesity
18
+Everybody like chocolate - Similitude with chocolate candies
19. Positioning
Channel of selling Jeff de
Specialized
Bruges
market Private
chocolati
ers
Leoni
das
Low cost Lind Luxury
t
Quality of chocolate
Nestlรฉ
Ferrero
Super-
market
brands supermarket
19
20. ATTACHMENTS : GANTT
Marketing Project Management
WHAT ? WHEN ? WHO ? HOW MUCH COMMENTS
?
SALES PROMO 1stDecember โ> MARKETING Increase the sales
31st December DEPARTMENT at the
crucialmoment of
Christmas.
PUBLIC Please see the PUBLIC EVENTS :
RELATION Events : 25th RELATION Christmas, New
AGENCY Year, Valentine
December, 1st
Day & Easter.
January, 14th
February
ADVERTISING January > ADVERTISING Billboard in bus
February DEPARTMENT station. JC
Decaux
(billboard:
attachment
promotion)
20