marketing plan userfiles\marketing\retail cosmetics sephora... · product : sephora has their own...

Download Marketing Plan userfiles\marketing\Retail cosmetics Sephora... · Product : Sephora has their own products

Post on 27-Aug-2018

214 views

Category:

Documents

0 download

Embed Size (px)

TRANSCRIPT

  • Marketing Plan 2010

    Barbara DenoyPascale DuongSteven Van Der Lugt

    1

    http://www.marketingplannow.com/

  • 2

  • More than 750 stores in 21 countries

    Founded in France in 1969

    Carries over 250 brands

    Launched online shop in 1999 available in 9

    countries

    3

  • The most important issue for Sephora isthe economic issue because they need tofocus on their profits due to the crisis.

    Sephoras market is the cosmetic andperfume market (22% share of market) :

    United States

    China

    Europe

    4

  • Direct competitors Indirect competitors

    Supermarkets

    Future competitors

    Pharmacy (an increase of 5% since 10 years)

    Murale (Canada, Pharmaprix)

    5

  • Sephora's target market is very big: - women of almost all ages- wealthy- budget conscious.

    The sales staff are low-key, no-pressure, people who are only there when you need them.

    They want to create an environment without pressure and believe thatcustomers will come back because they found what they needed.

    6

  • Product : Sephora has their own productswith their own name.

    Promotion : Sephora uses direct marketingwith their free loyalty card. They also usemailings and stands in shop.

    Brand ( Product )

    Advertising ( Promotion )

    Distribution channels

    Pricing

    The priorities for Sephora are to invest in thebrand and to communicate to the targetaudiences in order to increase loyalty levels.

    7

  • Strengths

    Advertising

    Brands reputation

    Product quality

    Suppliers

    Own products with their own name

    Internationalization

    USP

    Sales points: well-be, beauty

    ESP

    Weaknesses

    Difficulties of adaptation in foreign

    countries (for example : Japan)

    Self service does not comply with the

    luxury image

    Sephora does not have a strategy to

    avoid the competitors.

    Opportunities

    New trends

    New products

    Niche brand

    Threats

    Lots of competition

    Economic crisis

    Real estate crisis

    Particular lifestyle, habits

    Entry barriers on the perfume market:

    we need lots of money

    8

  • A= SephoraB= MarionaudC= Beauty succesD= Douglass

    9

  • 10

  • In 2010 Sephora will focus on market development strategy: selling the same product to a new group.

    Sephora would like to increase the demand by promoting their existing offer to new segment.

    11

  • In 2010 Sephoras marketing mix will be focused on the advertising with a big campaign. Sephora should create a new atmosphere in their shop: new decoration (more masculine) and salesmen.

    12

  • Their market share consists of mostly womenand they would like to increase market sharefor male products :

    Men of 20 until 30 A dynamic and attractive target group Need to take care of themselves Sociological influence New conception of the beauty It is no longer only for women. It is not only a trend but a real need.

    13

  • Strengths Weaknesses

    Opportunities

    Own products

    with their own

    name

    Price

    Threats

    Internationaliza

    tion

    Suppliers

    Self service

    different from

    the luxury

    image

    A= SephoraB= MarionaudC= Beauty succesD= Douglass

    14

  • Transaction per day: 8Transaction per week: 48 (8x6)Transaction per month: 192 (48x4)Contribution for the next year: 12 x 192 x 40 = 92 16092 160 is an estimate revenue of the project.

    Age

    Men

    20 to 30

    Transaction / hours

    1

    Panier moyen

    40 euros

    Transaction / Day

    8

    Open days

    6

    15

  • 16

  • We decide to collaborate, in first, with Lacostebecause we think that it can complete our offer.

    But we can also have a partnership with Azzaro(perfume market), or Raph Lauren (clothes market)and GQ magazine (press market).

    We advise to continue its system of loyalty cardbecause we notice that it is a pertinent (good) wayfor secure the fidelity of clients. Moreover, this is inrelation with our challenge.

    17

  • Even if we decided to develop a new market,we will create a new product with Lacoste topromote our new segmentation (men, age 20to 30).

    Product :- Toilet bag which can contain one perfume,lotions and creams.- Sales places : only on the Sephoras shopand Lacostes shop.- Price : about 20 more than perfumeprice.

    18

  • Objective : promote our new product to men between 20 to 30 years old.

    For that we decide to promote by 2 ways : First : Advertising : Media : hoarding (billboard) in street with men

    When : before the Christmas period Message : that men can take care of themselves also, without being seen as effeminate.

    Secondly : Public Relation : organize open day with presents (toilet bag), specimen and presence of football star. Press release and press conference. Sponsoring for sports events and invitation to cocktail.

    For increase the sales of men products, we decide to make the shops atmosphere

    more masculine with more salesmen.

    19

  • What is the activity?

    Who?From

    when?To

    when?How

    much?Comments

    Advertising NoemieDecember,

    1stJanuary the

    4th.15000

    PublicRelation

    Paul December January 13000

    Open Day, Conference, Sponsoring

    Marketing budget

    28000

    20

  • We used 40% ofassumption budget of2.6 : 36.864.

    21

  • 22

  • - Meeting on Tuesday every 2 weeks- Control budget and check expenditures- Campaign is the most important- Consultant, accountant and loyal customer.

    - Survey- Well-selected loyal customers- External firm to set up the survey

    23

  • |----------------------|--------------------*---|-----------------------|-------------------*---*---|

    Jan. April July Oct. Dec.

    Important dates for our new market are : Fathers day ( Mostly third Sunday of June ) Christmas period ( 18 26 dec ) National festivities where people give presents ( e.g Sinterklaas in Holland, 5th of December )

    Market leaderCheck on spending and budget

    Where can I buy male beauty products? Sephora

    24

  • http://www.marketingplannow.com/