This document discusses the marketing strategy for the launch of Zadig & Voltaire's new "Glam Rock" collection line. It aims to introduce the collection in a way that fits with the brand's rock and roll image while appealing to its target markets of executives and "bobos/kidults" aged 25-35. The marketing plan focuses on limited traditional advertising, exclusive placement in Zadig & Voltaire stores, and buzz marketing events to generate interest and position the products as affordable luxury goods that break conventions of the industry. The budget is estimated at 16-18 million euros with the goal of profiting 15-20% to fund further expansion.

1. By Julien BOUHLEL and Vincent BOGAERS

2. Why do we chose Zadig and Voltaire Luxury brand Marketing trends Bobos / kidults Introduction

3. Methodology Quick presentation of I. . Buzz Marketing SWOT analysis Perpectives II. ZV Glam Rock Collection. Why The four Ps Marketing strategies used Specific communication Agenda

4. Methodology Primary data Secondary data Surveys Visiting Zadig et Voltaire’s shops Packaging Clients Workers and managers

5. Part I.

6. Their aim Provide everything for the whole family Clothes Jewerlly Shoes Parfume (mid december 2008) Provide hype goods « affordable » but also very luxurious (Zadig et Voltaire Luxe) So the goal is to design in each store a kind of vertuous consuming cycle and thus a concurential advantage

7. Buzz Marketing Guerilla Marketing

8. Advantages Flexible – because of small scale nature can be adapted quickly, relatively easy to respond to change Low Cost – one of the founding principles – ideal for firms who do not have massive marketing budgets Targeted – designed to reach the target market – reduces waste and ineffectiveness Simple – many of the methods simple and easy to use and implement – ideal for the smaller business

9. Non-traditional advertising methods

10. SWOT Analysis of Zadig et Voltaire

12. Perspectives Growing Expansion to US and Asian markets (long term) New product line For children : Zadig et Voltaire little Zadig et Voltaire Luxe Leather (boots and bags), jewellry

14. Part II.

15. PROBLEMATIQUE In 1996 a new luxury brand is created « ZADIG&VOLTAIRE ». The brand propose a new style in the luxury industry. Loyal to its controversal image the brand asks to his Marketing director and to his Sales manager to prepare the launch of its new line " Glam-Rock " in France. With the luxury industry imposing its codes, are they able to manage this challenge?

16. THE TARGETS Main target : Executives Heart target: People between 25 and 35 years old (bobos/kidults) Secondary target : Oldest teenagers Oldest teenagers 25-35 years Executives

17. THE OBJECTIVES Cognitive : impose the ZADIG&VOLTAIRE style by stressing on the up-market glam rock: to wear Zadig&Voltaire it is not only trendy but also smart Emotional : give to the consumers the envy to offer itself this controversal luxury Conatives : push the consumer reaction, to become aware that Zadig&Voltaire is a new idea of the luxury

19. Principles: Same as Zadig et Voltaire

20. THE 4 P’s OF ZADIG&VOLTAIRE The Product Mix of glamour and rock’n’roll, sometimes leaving place with the Vintage trend, which connotes beauty, freedom and nostalgia. The Price Average price between 350€ and 500€ for an item. Prices are situated on the average of the market.

21. THE 4 P’s OF ZADIG&VOLTAIRE Advertisement Avoid agressive advertisment, we are in the luxury industry. Advertising and communication targeted around special distribution channels. The Placement => Exclusively in Zadig&Voltaire stores. Expension of our distribution network .The purpose in the luxury industry is to make the difference.

22. Marketing Mix: The Marketing Concept Consumers Marketing Research Marketing Segmentation Product Price Place Promotion Create a global luxury brand Clothes, in between ZV Little and Z et V High : Z et V Luxe Middle : Z et V ZetV’s shops and corners + internet Fit with Z et V image. Be where the targetted consumers are 12 to 25/30 years old. Z et V core consumers style Benchmarking, Surveys, Colette, Internet resources, customer behavior studies, … Affordable luxury, Z et V Luxe

23. Message Offer a new sensation to the potential customer by breaking the luxury codes. To break a standard arouses more interest around medias. Ex : The « Porno Chic » Meet the new requirements of a most promiscuous generation. Modernize the image of this industry considered as too reserved. Tone: Glam&Rock (as the concept). In a blocked environment a shocking contents insure the message to be heard.

24. STRATEGY AND MEDIA SUPPORT MEDIA TV : With our Zadig&Voltaire icon (Pink and George Mickeal) Channel: Luxe TV or Canal+ Horaires: Prime time – Before the daily news and during the advertisement of the movies presented between 21h and 23h. Presse : Advertising in specialized magazines. Poster campaign : in targeted areas (Le marais, St-Michel, Opéra,…)

25. Stratégie & other Supports : Party : Private party (VIP club, La maison Blanche) Zadig&Voltaire playlist in association with I-Pod. Co-branding : The GlamPod (with Apple)…

26. Our message Because each one has his own idea of luxury… The term luxury is trite, that is why Zadig&Voltaire redefine this word according to the customer requirements Neither brake, nor excessiveness to give each customer what he expects from luxury.

27. Communication Objectives: - Be present in all media - Publicize the whole range of Zadig and Voltaire - strengthen the rock and roll image of Zadig and Voltaire -Publicize the collection 'Glam Rock' of Zadig and Voltaire General cost (estimate): - communication agency: 20 000 € - (Top) models: 30 000 €

28. Budget and targets Costs : 16M€ for the last year exercise. With the raising of raw materials and costs in general we expect that costs will be equal to 18M€ next year. Profit : Sales = 37M€ Expectation = 15 to 20% to cover our costs and to finance our global expension Profit = 4,2M€ - 25% will be reinvested for our expension. Financing = a part of benefits, preferential credit, capital gain obtained by financial products (Z&V holding)

29. Implementation Summer campaign Advertisement on the place of sale Launching campaing Arrangement of stores - Set up of the specific sensorial marketing Buzz marketing and direct marketing Advance launching campain July 09 June 09 May 09 April 09 March 09 February 09 January 09 December 09

30. Marketing research To know better Z et V clients Facebook, forums, tchats, … Collaborative websites and blogs on luxury Trends agencies Systematic specialized press review Customers surveys Sales forces surveys Etc…

31. Marketing Controle Customers satisfaction surveys Marketing audit : product lines Marketing segmentation Marketing budget

32. Conclusion The goal is to propose customers a complete range, The Glam Rock Collection has to fit naturally with the Zadig et Voltaire « Rock and Roll » spirit It has to lead its customers to the others products of the brand

33. Realised by Julien BOULHEL And Vincent BOGAERS Musics: Air – Talkie Walkie Cardigans : lovefool Pictures : From the website of Zadig et Voltaire And by Vincent Professor Jean-Pierre LALANNE ESG / European MBA 27/11/2008 Please, if you have any question, feel free to ask.