S1

S

JEFF DE BRUGESNew Product: Sugar-free chocolates

Barbier Hugo

Bitterol Julien

Dupont Guillaume

SaukkoSinni

MARKETING PLAN

2

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

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

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 chainsthatsellchocolatebetween35 and 45 euros per kilo.

S Future: Small producer who can develop and gro.

S Positioning (Attachements)

5

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

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 emerging of discounter on the market.

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Market SegmentationProduct : 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 44€)

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 they’re invited.

8

Achievable Marketing Objectives –

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

The price level will stay the same

9

Achievable Marketing Objectives –

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 company’s revenue is expected to grow about 5 %

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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-knownChocolatebrand in the world

JC Decaux for ourUrban Promotion

S Currently: JDB has positive activities,

sobetter to continue thisway,

in addition withthis new market

diversification.

*JDB = Jeff De Bruges

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OFFER & PROMOTION MIX

S New product: offering a new range of sugar-free-chocolate.

New consumer’s possibily: Choose between 2 categories

Basic Chocolate & Sugar Free Chocolate

S Same price range between the 2 categories, to correspond to the customer’s demand.

S Distribution: JDB’s 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.

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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, Valentine’s

Day, Easter.

S Budget forecasted : € 100 000

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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

S

ATTACHEMENTS

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Attachements

Level of competitiveness

Bargaining power of customers

Barriers of entry and

exit

substitutes

Bargaining power of suppliers

6

7

6

1

0,2

0,1

0,4

0,3

Weight out of 1.0

Grade from 1 to 10

Result out of 10

2,1

0,6

2,4

0,2

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Macroenvironmentalanalysis:

PESTO analysis

Politial • France is a safe social democracy

• Belgium is a monarchy which is in trouble with the

independance of the French and Dutch parts

Economical • Economical situation: Europe is a stable market, but the

economical crisis had a strong impact on the purchase power

• French and Belgium market are linked with seasonal consumer

activity

Social • Value and respect of luxury and chocolate

• Annual holidays and consumption of chocolate

Technological • Internet as a selling channel

Others • Environment

• Laws17

Swot Analysis

Strength:+ USP 1: The voice of the Brand “Jeff De

Bruges” = 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

Weaknesses:-Depend of the international calendar

Opportunities : Depend on the business

+ Emerging market (India,China)

+ New product

Threats:Depend on the business

- Chocolate bars (lindt,

- Similitude with chocolate candies

- Emerging of discounter

- Supermarket distribution

Not depend on the business

+Low competition in Europe

+Everybody like chocolate

Not depend on the business

- Anti-obesity

- Similitude with chocolate candies18

Positioning

Quality of chocolate

Channel of selling

Low cost Luxury

Specialized

market

supermarket

Lind

t

Ferrero

Super-

market

brands

Nestlé

Leoni

das

Private

chocolati

ers

Jeff de

Bruges

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ATTACHMENTS : GANTT

Marketing Project Management

WHAT ? WHEN ? WHO ? HOW MUCH

?

COMMENTS

SALES PROMO 1stDecember –>

31st December

MARKETING

DEPARTMENTIncrease the sales

at the

crucialmoment of

Christmas.

PUBLIC

RELATIONPlease see the

Events : 25th

December, 1st

January, 14th

February

PUBLIC

RELATION

AGENCY

EVENTS :

Christmas, New

Year, Valentine

Day & Easter.

ADVERTISING January >

February

ADVERTISING

DEPARTMENTBillboard in bus

station. JC

Decaux

(billboard:

attachment

promotion)

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ATTACHMENTS : BUDGET

SOURCES EXPENSES

10 % = €10 000 =>Partnerships

90 % = €90 000 => Auto Financing

Sales promo => 20 % = €20 000

Public Relation => 27 % = €27 000

Advertising => 50 % = €50 000

MentalyResearch => 3 % = €3 000

Non allocates Fonds => 10 %=€10 000

100 %

100 000 €

100 %

100 000 €

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ATTACHMENTS :

PROMOTION

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http://www.marketingplannow.com/