JEFF DE BRUGES New Product: Sugar-free chocolates - Barbier Hugo Bitterol Julien Dupont Guillaume SaukkoSinni
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JEFF DE BRUGES
New Product: Sugar-free chocolates
Barbier Hugo
Bitterol Julien
Dupont Guillaume
MARKETING PLAN
1
S
SaukkoSinni
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
2
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.
3
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 chainsthatsellchocolatebetween
35 and 45 euros per kilo.
S Future: Small producer who can develop and gro.
S Positioning (Attachements)
4
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.
5
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
6
emerging of discounter on the market.
Market Segmentation
Product : 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.
7
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 8
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 %
9
*JDB = Jeff De Bruges
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-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. 10OFFER & 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.
11GANTT & 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
12Control 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
13 .ATTACHEMENTS
14
SAttachements
2,4
Bargaining
power of Weight out of 1.0
customers
Grade from 1 to 10
0,4 6 Result out of 10
7
Bargaining 1 Barriers of 2,1
Level of
0,2 power of competitiveness entry and
suppliers 0,3 exit
0,2
6 0,1
substitutes
15
0,6Macroenvironmentalanalysis:
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
• Laws
16Swot Analysis
Strength: Weaknesses:
+ USP 1: The voice of the Brand “Jeff De -Depend of the international calendar
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
Opportunities : Depend on the business Threats:Depend on the business
+ Emerging market (India,China) - Chocolate bars (lindt,
+ New product - Similitude with chocolate candies
- Emerging of discounter
- Supermarket distribution
Not depend on the business Not depend on the business
+Low competition in Europe - Anti-obesity
17
+Everybody like chocolate - Similitude with chocolate candiesPositioning
Channel of selling Jeff de
Specialized
Bruges
market Private
chocolati
ers
Leoni
das
Low cost Lind Luxury
t
Quality of chocolate
Nestlé
Ferrero
Super-
market
brands supermarket
18ATTACHMENTS : GANTT
Marketing Project Management
WHAT ? WHEN ? WHO ? HOW MUCH COMMENTS
?
SALES PROMO 1stDecember –> MARKETING Increase the sales
31st December DEPARTMENT at the
crucialmoment of
Christmas.
PUBLIC Please see the PUBLIC EVENTS :
RELATION Events : 25th RELATION Christmas, New
AGENCY Year, Valentine
December, 1st
Day & Easter.
January, 14th
February
ADVERTISING January > ADVERTISING Billboard in bus
February DEPARTMENT station. JC
Decaux
(billboard:
attachment
promotion)
19ATTACHMENTS : BUDGET
SOURCES EXPENSES
10 % = €10 000 =>Partnerships Sales promo => 20 % = €20 000
Public Relation => 27 % = €27 000
90 % = €90 000 => Auto Financing
Advertising => 50 % = €50 000
MentalyResearch => 3 % = €3 000
Non allocates Fonds => 10 %=€10 000
100 % 100 %
100 000 € 100 000 €
20ATTACHMENTS :
PROMOTION
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