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Marketing Plan Sample

fnacfnac

november 2009

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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.

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We assume that FNAC is mainly influenced by the economicaleconomical, social and technological environments

Environment

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Very broad group of clients: all ages, interested in culture and technology, quality sensitive

Market segmentation

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SWOT

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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

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1 www.ppr.com

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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

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Chapter 2.Chapter 2.

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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

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To minimize the perceptual gap of coldness next year we would try to convert FNAC into more comfortable place by setting up cafes

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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

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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.)

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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

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Budget assumption : 50 % of the yearly sales forcast (50% * 35 280)

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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

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Control committee =>

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Chapter 4.Chapter 4.

* Stuff who deal with clients, Monthly changes

=> meets every month

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1. Questionaire – Caroline Seddini (13.11.2009), .2. Web sites: www.fnac.com

www.ppr.comwww.marketingplannow.com

Sources of information

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