S

JEFF DE BRUGES
New Product: Sugar-free chocolates

Barbier Hugo Bitterol Julien Dupont Guillaume SaukkoSinni

MARKETING PLAN
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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

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.
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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....
35 and 45 euros per kilo.

S Direct: Belgian chocolatiers and chainsthatsellchocolatebetween S Future: Small producer who can develop and gro. S Positioning (Attachements)

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.
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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 7 emerging of discounter on the market.

Market Segmentation
Product : High quality, Elegant Packaging
S

Consequences:Wide range of customers targeted18-80

S S S S

years old

Medium incomes customers & High incomes customers Shops in the street next to the biggest chocolate makers (Customers ++) Malls (Shopping Arcade) + Mass-Market retailing for a few number of products. Wide range of products to maximize its offer (Price range : between 2 and 44)

Concerning AIO (Activity, Interest, Opinions)

S S

Consumers who often go out, go to restaurant, who like food (& chocolate) Consumers with refined tastes concerning cooking.

Consumers who give (& receive) gifts like chocolate or flowers when theyre invited.

Achievable Marketing Objectives Nextyear

Marketing strategy
S

Product development strategy

S S

Next year Jeff de Bruges will developed a new product of sugar-free chocolate mainly for its existing customers 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 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 9

Achievable Marketing Objectives Nextyear

Marketing objectives as a result of the SWOT
S S S

The good reputation of the company gives good changes for launching a new product Be aware of the global trends, competitors and market changes

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.

Combine tasty, quality and healthiness

Yearly sales forecast

S

Next year the companys revenue is expected to grow about 5 %

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*JDB = Jeff De Bruges

ACTION PLAN & MARKETING BUDGET

S

Partnerships:
S S

http://ycchocolate.com/ http://www.chocoholicsheaven.com/

http://www.kot.fr

Why? They =>Competency in sugar free chocolate // Us =>Well-knownChocolate brand in the world JC Decaux for ourUrban Promotion
S

Currently: JDB has positive activities,

sobetter to continue thisway,

in addition withthis new market diversification.
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OFFER & PROMOTION MIX

S New product: offering a new range of sugar-free-chocolate.
New consumers possibily: Choose between 2 categories Basic Chocolate & Sugar Free Chocolate

S Same price range between the 2 categories, to correspond to the

customers demand.

S Distribution: JDBs 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, Valentines

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

ATTACHEMENTS

S
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Attachements
2,4
Bargaining power of customers

Weight out of 1.0 Grade from 1 to 10 Result out of 10

0,4
Bargaining power of suppliers

0,2

1 0,2

7
Level of competitiveness

0,3

Barriers of entry and exit

2,1

0,1

substitutes

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0,6

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 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 Value and respect of luxury and chocolate Annual holidays and consumption of chocolate

Economical

Social

Technological Internet as a selling channel Others Environment Laws

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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 - Anti-obesity 18 - Similitude with chocolate candies

Not depend on the business +Low competition in Europe +Everybody like chocolate

Positioning
Specialized market

Channel of selling
Private chocolati ers

Jeff de Bruges Leoni das

Low cost

Lind t

Luxury

Quality of chocolate

Nestl

Ferrero
Supermarket brands

supermarket
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ATTACHMENTS : GANTT Marketing Project Management

WHAT ?
SALES PROMO

WHEN ? 1stDecember > 31st December Please see the Events : 25th December, 1st January, 14th February January > February

WHO ?
MARKETING DEPARTMENT

HOW MUCH ?

COMMENTS
Increase the sales at the crucialmoment of Christmas. EVENTS : Christmas, New Year, Valentine Day & Easter. Billboard in bus station. JC Decaux (billboard: attachment promotion)

PUBLIC RELATION

PUBLIC RELATION AGENCY

ADVERTISING

ADVERTISING DEPARTMENT

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ATTACHMENTS : BUDGET
SOURCES
10 % = 10 000 =>Partnerships 90 % = 90 000 => Auto Financing

EXPENSES
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

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100 % 100 000

ATTACHMENTS : PROMOTION

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