Free marketing plan sample by marketing plan now: www.marketingplannow.com. A plan for a new product development, small champagne manufacturer and exporter, Pascal Fricot.

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2. 2
Champagne
Pascal Fricot
MARKETING PLAN
SAMPLE 2010
Aline Fricot
Astrid Ghestem Student project
Marie Falcot

3. 3 Champagne Pascal Fricot
• Geographical location: Champignol-lez-
Mondeville (10), Northeast France
• Number of employees: 2 part-times, 1 intern and
seasonal workers
• Quantity of bottles per year: 40 000
• Lease 3 hectares and possess 3 more hectares
• Turnover: 540,000€ per year

4. 4 Part 1: Strategic Planning
Chapter 1
Analysis of the
current situation –
last year, 2009

5. 1.1. Macro environmental analysis
1.2. Market analysis
5
1.1. Macro environmental analysis
¨ The environment which influence the most the company
is the economical environment.
à it’s the economy which influence the level of a brand.
The collected quantity is fixed by the Inter-professional
committee according to the total of the sales of
champagne during the previous year.
1.2. Market analysis
à We are associated with the events market: weddings,
parties, birthdays, etc.

6. 1.3. Competitive analysis
1.4. Market segmentation
6
1.3. Direct & indirect competitive analysis
¨ Direct à all champagne producers
¨ Indirect à sparkling wine producers, creaming.
1.4. Market segmentation
¨ By loyalty
Development of customer loyalty thanks to the
gastronomical shows. It is less expensive to preserve
existing customers rather than to attract new
customers, fidelity is a factor of success.

7. 1.5. Existing marketing-mix
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Marketing offer
¨ Product
Champagne rosé, brut Chardonnay, demi-sec tradition
et brut-tradition,
Brand: Pascal Fricot
Physical features: green bottle
Quality of service: high end
¨ Pricing
Price structure: according to the market
12.50€ to 16.90€
Discount & rebate policy: sliding scale tariff starting from
300 bottles.

8. 1.5. Existing marketing-mix
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¨ Marketing promotion
Distribution channels (DC)
Direct DC: Direct sales (factory shop), direct mailing,
sales meetings.
Indirect DC : Wholesales.
Marketing communication =
Sales promotions : Tasting in the deposit
Exhibitions : Gastronomical show
¨ Service marketing elements
Suppliers’ relations: Sparflex, Broisson Chocolat,
soufflet, approchampagne, nemon, cartonerie de
l’esperance, sernam.

9. 1.6. SWOT
(strengths, weaknesses, opprtunities & threats)
9
Strenghts Weaknesses
• 80% of harvest are marketed out of • When the price of kg is very high,
bottle. if the inter-professional committee marketing by bottle generates a small
lowers the price of the reason we will not margin.
be affected. • No business education.
• Tax incentives as Champagne is stored
for two years within the bottles.
• Development of consumer loyalty thanks
to the direct contact during the
gastronomical shows.
Opportunities Threats
• To increase the product control in order Reorganization of the cultivated surface of
to make champagne of better quality. the brand name:
• It would be a problem not to control the
plantations
• lower output because it will be necessary
to work more surface for the same output

10. 1.7. Positioning
1.8. Sources of information
10
1.7. Positioning Quality/price ratio
Pascal Fricot Krug
Daniel Velut
Private people Professional
Bauzer
1.8. Sources of information
Mr. Pascal Fricot, owner. Interview 14th Nov, 2010

11. 11 Part 1: Strategic Planning
Chapter 2
Marketing strategy &
objectives –
next year, 2010

12. 2.1. Marketing strategy
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¨ Product development strategy
Our project is to manufacture champagne without sugar.
The competitors on this market are not that present.
The production of such a product is not expected to add
additional costs.

13. 2.2. Desired market segmentation
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¨ The targets of champagne without sugar are the women
who do not want to take weight and the diabetics
2.3. Desired marketing-mix
¨ Price: 13.50€
¨ Product: Champagne without sugar
¨ Promotion: tasting at wedding show, gastronomical
shows
¨ Location: Le val Meillet, 10200 Champignol lez
Mondeville, France

14. 2.4. Marketing objectives as a result of
the SWOT
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Strengths Weaknesses
Producing quality when the price of the grape
reinforces the is high, to sell out of bottle
authenticity of the is a weakness because we
product. spank a small margin,
Opportunities however when this price
strongly drops we do not
lose anything because we
do not depend on the inter-
professional committee
Threats

15. 2.5. Position
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¨ Thanks to our new champagne without sugar, the people not being
able to drink champagne will finally be able to consume some. We
will be able thanks to that to widen our range and thus our market
shares. People will see us like a modern company which advance
while meeting the new customer requirements
Quality/price ratio
Pascal Fricot Krug
2010
Daniel Velut
Pascal Fricot
2009
Private people Professional
Bauzer

16. 2.6. Yearly sales forecast
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¨ We plan to sell 2000 new bottles per year, of which 50%
before the festivals of year-end.
¨ It represent an additional revenue of 27.000€

17. 17 Part two: Action plan
Chapter 3
Yearly Action Plan
& Marketing Budget -
2010

18. 3.1 Main cooperative bodies
3.2 Maintaining past activities
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3.1 Main cooperative bodies
Partnership with a sales representative. We choose
Lavinia. The objective is to promote the Champagne
Damoiselle Fricot.
This is a upmarket product with a larger margin.
3.2 Maintaining past activities
The marketing activities which were regarded as
successful are tasting and gastronomical shows.
We plan to spend 15 000€ for the gastronomical shows
(rent of the space and hostel) and 3 750€ for the tasting.

19. 3.3 Developing new products and its pricing
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¨ Product
Champagne without sugar for women who do
not want to take weight and the diabetics.
¨ Price
This product is a little more expensive than the
traditional products because the fabrication
process is a little more elaborated.

20. 3.4 Marketing activities
3.5 Enchancing service marketing principles
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3.4 Marketing activities
¨ Direct marketing
Follow-up customers by mail before year-end.
¨ Indirect marketing
We will promote our product by our deposits which know
well the products and the customers.
¨ Marketing communication:
We do tasting and gastronomical shows.
3.5 Enchancing service marketing principles
¨ We propose to the customer the delivery of our product
at the place they want.
¨ We will organize a training day for our deposits to
familiarize them with the product.

21. 3.6 GANTT scheme
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What Who When Comments
Gastronomical The Producer One per month In all France
Shows during the year, and
one per week during
the two months
before Christmas.
Indirect The deposits All the year Only in
marketing: France
promotion by
the deposits
Direct An employee Before the end of To our
marketing: the year customers
mailing to
customers

22. 3.7 Marketing yearly budget
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Sales forecast, champagne without sugar: 27,000€
Budget assumption (40%): 10,800€
Resources Usages
Self 8 640€ Direct Marketing 3 240€
Indirect Marketing 2 700€
Short term loans 1 080€ Public relation 2 160€
Advertising 1 080€
1+1>2 1 080€ Marketing research 540€
Non allocated funds 1 080€
Total 10 800€ Total 10 800€

23. 23 Part two: Action plan
Chpater 4
Control procedures
& criteria of success –
2010

24. Control procedures & criteria of success
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¨ 4.1. Control bodies – Who?
It’s the producer, Pascal Fricot who directly controls the activities.
¨ 4.2. Control tools – How?
He controls thanks to the sales results with the help of the accountant.
¨ 4.3. Control by milestones – When?
He controls once by quarter, when the accountant comes.
¨ 4.4. Criteria of success – What?
The criteria of success is the number of sales. When the sale grow up,
it’s a demonstration of the success.
For example, during the economical crisis, the sales didn’t come down,
it’s a proof of our success.

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