BotanicBotanicMarketing Plan Marketing Plan SampleSample 20102010

Mouna MAACHE, Anne JACQUINOT, Sophie FILIP

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PresentationPresentation of the of the companycompany

ó Since 1995, France

ó In the Savoie region, by Claude Blanchet.

ó The company is run by a group of horticulturalist families.

ó The head office is in Haute-Savoie, near Geneva.

ó Plants and the natural world are the roots of the company and the reason for its existence.

ó The Botanic’s goals is to promote a new lifestyle more fulfilling and innovative.

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Macro environmental aMacro environmental analysisnalysis

c Political: The growing power of the ecological political party in France.

c Economic factors: The economical crisis with less budget for leisure.

c Socio-cultural: Public’s awareness of the environmental issues and the raising number of retired people in the society.

c Technological: New discoveries to do with the effects of the pesticides on the environment and its impact on human health.

c Legal: Laws and regulations about the protection of the environment.

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The market analysis The market analysis

♣ Botanic comes from the French word «botanique»; «botany» in English, which is strongly associated with the company’s know-how and offer.

♣ Products: Garden products and pet shop. The company has also a biological food section. Every product respects the environment.

♣ The market: Based on the ecological development, leisure such as gardening.

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CompetitionCompetition Direct competitors

- Other garden centers:

Jardiland, Vive le jardin, Jardinerie Truffault,

Gamm vert & Hermes Jardinerie (focused on

ecological gardening)

- Tree nurseries

Indirect competitors

Ecological and garden section in supermarkets.

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Market segmentationMarket segmentation

Target:

- people who like nature

- people who like gardening

- people who care about the environment

- people who want natural, ecological and organic products

Principally, people who are 30 to 70 years old, they like gardening and live mainly in houses, and finally they have enough leisure time.

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MarketingMarketing--mixmix Product: Products related to the

garden, the pets and the biological food.

Promotion: Development of the customer’s loyalty with a club, flyers and catalogs in recycled paper, internet website.

Place: 59 shops in France and 6 companies in Italy

Price: Depends of the product but the products : middle-of-the-range

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Strengths & WeaknessesStrengths & WeaknessesOpportunitiesOpportunities & Threats analysis& Threats analysis

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PositioningPositioning

We found out that our business was perceived by our existing clients as having a quite good ecological positioning and a quite good services to customers in comparison to most of our direct competition. But we have to develop a better services to the customers in order to be better than the tree nurseries. (graphic in annex).

SOURCES OF INFORMATIONS:

The web site of the company : http://www.botanic.com

Interview with the director of the shop Botanic in Troyes, Miss GUYONNEAU.

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Marketing strategyMarketing strategy

Next year Botanic will develop a landscape gardener’s service, mainly for our existing customers, as well as to attract new customers.

In parallel, Botanic will promote the existing services and products.

Furthermore, we will open our own garden training center in the last quarter of next year.

See annex 1

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Desired market segmentationDesired market segmentation

We will target our own customers at first because they already know our values and the quality of our products. They might be interested in an advice service.

We will also try to gain new customers interested in a landscapegardening service and customers who want a beautiful garden and don’t like or have no time.

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Desired marketingDesired marketing--mixmix

Product: Create a new service: department of landscape gardening in each Botanic shop.

Place: In each of the 59 shop of Botanic.

Promotion:

- Recycled paper flyers to be handed-in to the customer within the shops.

- Banners on company website and advertising in gardening magazines like Rustica

Price:

- Less expensive that traditional landscape gardener.

- Different options are available.

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Marketing objectives as a result Marketing objectives as a result of the SWOTof the SWOT

Strength into an Opportunity: As we are the leader in our market and enjoy a good reputation, we have to expand our service faster and better.

Strength that may become a Threat: We will try to keep our prices down and our quality high to make it difficult for our competitors. With the landscape gardening service we will be closer to the customer.

Weakness into an Opportunity: We will take advantage of our opportunity with the expenditure of ecological gardening to develop a new service.

Weakness that may become a Threat: We will minimize the weakness by launching our landscape gardening service. We will also try to avoid the threat of losing our employees by maintaining improved employee relations by teaching them landscape gardening.

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Position gapsPosition gaps

We will keep our ecological position and try to improve it. We will also improve our customer’s loyalty and the contact with our customers in order to minimize the perceptual gap with our new service because it’s customized.

For example, we will emphasize the politeness and contact of our employees towards our customers:

⇒ Employees will ask to be called by their first name in order to create a better relationship with the customer (They will “know” and trust our employees).

See annex 2

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Sales forecastSales forecast

Our landscape gardening service will be approximately 20 or 25% cheaper than the traditional gardening service.

The average price of this service is: 3,000 Euros for the all inclusive options for an average garden.

We are expected to operate 5 gardens per months.

Next year, our revenue with our new service is expected to be: 115,000 Euros.

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Main cooperative bodies and Main cooperative bodies and retaining marketing activitiesretaining marketing activities

A few companies should be considered for collaboration:

o GoodPlanet à Association that promotes the respect of the environment.To increase our reputation.

o Partnerships with new local biological farmers or producers in order to sell theirproducts in our shops (Honey as an example).

o Parternship with HANDICAP INTERNATIONAL every Christmas.

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Developing new products and its pricingDeveloping new products and its pricing

Service: we create a landscape service in each stores of Botanic. The objective is to accompany the customers in the development of their garden. Many garden owners buy qualitative products for their garden, but they don’t have the experience, nor the knowledge, when installing their garden.

Quality of service: when the customer asks for an estimate for a garden to be installed, first we analyze the request within one week and than inform the customer. Finally, within 3 days of customers’ confirmation, a date is set to launch the project.

Pricing: If people don’t buy the plants at Botanic, the price of the project would be more expensive.

Price will be between 150€ and 6 500€. Its depends on the level of installation of the garden.

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Marketing activities, including Marketing activities, including service marketingservice marketing

Direct marketing: dedicated flyers.

Sales promotion: advertising within Botanic’s stores.

Public relations: articles in garden magazines.

We are going to revise the following quality of service standards:o the quality of our employees (politeness as an example).o how to increase clients’ satisfaction rates.

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Gantt Gantt schemescheme

WHAT WHO WHEN COST COMMENTS

Flyers in postal boxes of households towards year-end

Marketing Manager 14 December 3 000 €Database in France

In-store sales promotionSales

Manager beginning of

March 5 000 €Distribute near the department of plants

Articles in garden magazinesMarketing Manager

beginning of December 15 000 €

In the local newspaper or in garden magazine

TOTAL COSTS 23 000 €

See annex 3

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Control bodies and control Control bodies and control toolstools

ó The members of the marketing control committee will meet regularly on the firstThursday of every month. We want to compare the new service to the satisfaction of the customers.

ó The control tools mainly include company reports, satisfaction surveys (clients and employees), marketing busget and Gantt scheme.

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Control by monthly milestonesControl by monthly milestones

Marketing activity

Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

Animation for Christmas

End of the month

Print Advertising, 1 page, full color during 8 weeks when it’s time to start gardening

Mother’s day(May 30th)

Halloween

The Ecological week in our shops

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Control by weekly milestonesControl by weekly milestones

Activity Mon Tue Wed Thu Fri Sat/ Sun

All the employees in the shop to take care of the customers

Gardening workshop

Weekly meeting

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Criteria of successCriteria of success

Based on this year’s results and performance, we would achieve a new

ecological engagement label.

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