Upload
wwwmarketingplannowcom
View
1.605
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Free marketing plan sample by marketing plan now: www.marketingplannow.com. A plan of a French entertainment retailer, FNAC
Citation preview
2
Marketing Plan Sample
fnacfnac
november 2009
3
Fnac : an international entertainment retail chain offering cultural and electronic products; the largest retailer of its kind in France
Foundation: André Essel and Max Théret, 1954
Majority shareholder: PPR (Pinault-Printemps-Redoute)
Area served : France, Belgium, Brazil, Greece, Italy, Portugal, Spain, Switzerland, and Taiwan (where it is now known under the name Fayaque)
Number of locations : 207 (63 outside of France)
Core value: offering a diverse range of products, impartial advice, products up to standard (independent test centre)
Chapter 1.Chapter 1.
3
4
We assume that FNAC is mainly influenced by the economicaleconomical, social and technological environments
Environment
4
55
6
Very broad group of clients: all ages, interested in culture and technology, quality sensitive
Market segmentation
61 Based on questionnaire and own assuptions
77
SWOT
8
The company differs from its competition with a"unique brand positioning based on the exaltation of pleasure to discover the diversity of cultures and technologies”1
high technology product andthe culture but cold atmosphere inside the store
2
1 www.ppr.com
8
9
Set up inside cafes for those who desire to grab the book from a shelf and before buy, read a bit of it sipping caffe and eattingsome cake
New Product Development Strategy
9
Chapter 2.Chapter 2.
10
Direct Distribution Channels
People who want a rest from work/school in a cultural surroundings (after work or even during their lunch break)
Targeted audience next year
10
11
To minimize the perceptual gap of coldness next year we would try to convert FNAC into more comfortable place by setting up cafes
11
1212
Chapter 3.Chapter 3.
We decide to develop our product in close collaboration with threenational newspapers; thanks which we will strentchen perception of FNAC Cafe
Libération (socialist leaning)
Le Figaro (capitalist leaning)
L’équipe (Sport)
Some traditions in FNAC store:
Free concerts of local music groupsFamous Artists’ reception for session of dedications
àWe have to continue this kind of activities
Maintaining Current Situation in the Market
13
Buy > 50 € (for books & music) get --> free coffee
membership card = one free coffee per months
Happy hour (3 p.m. – 4 p.m.) = -30% discount on cakes
For all guests comming between 10 a.m. – 11.a.m. à free newspaper 13
Enhanance service marketing principles
Improve after sales service à appoint a meeting with after-sales manager à extra hours to solve your problem (7 -9 p.m.)
14
FNAC Cafe promotion à „ Delight yourself in FNAC Cafe” street campaign
When: 2 weeks befor opening + 2 weeks afterWhere: streets, storesHow: flyers,stickers on the books,CD’s DVDs
Cultural place (forum) àmails to membership card owners about events ,
telemarketing (reservation in advance),
free cultural calendarsbanners inside the shop 14
15
Budget assumption : 50 % of the yearly sales forcast (50% * 35 280)
15
Resources UsagesCooperatives
bodies€ 1 764,00 direct
marketing€ 1 764,00
short-term loans € 1 764,00
indirect marketing € 1 234,80
self € 14 112,00 new product development € 7 056,00
- - advertising € 5 292,00
- -marketing research € 529,20
- - non-alocated € 1 764,00
total € 17 640,00 € 17 640,00
16
Control committee =>
16
Chapter 4.Chapter 4.
* Stuff who deal with clients, Monthly changes
=> meets every month
1717
1818
1. Questionaire – Caroline Seddini (13.11.2009), .2. Web sites: www.fnac.com
www.ppr.comwww.marketingplannow.com
Sources of information
19