Free marketing plan sample by marketing plan now: www.marketingplannow.com. A plan of a luxury watches retailer, Royal Quartz

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2.  Marketing Plan 2010
 Interviewee:
Mr LAPIPE Hubert, Purchasing Manager
 Strategy:
New concept developing on a new market
 Presenting by:
RUESTMANN Charlotte
STROPSA Valencia
VALCKE Delphine
PIRIO Anne
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3.  In our existing business, the two most influential
environments are :
 Economical High prices so if the purchasing power
decrease they loose customers.
 Technological The demand always asks for high
technological products, so the company has to adapt its
watches.
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4.  Royal Quartz starts with one market:
 Luxury watches, only Swiss made.
 Its market share is about 30%.
COMPETITORS:
 Direct competitors: Heure et Montre, Dubai,
Kronométrie and Heure et Passion.
 Indirect competitors: In order to earn money,
suppliers like Tag Heure, decided to create their
own shops to sell only their brand.
 They might have concurrence in the future by more
suppliers.
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5.  The segmentation is made by purchasing power because of
high prices.
 Most of their clients are loyal customers because they are
satisfied by our product’s quality and they come back every
year.
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6.  The most important elements for us are:
PEOPLE
PRODUCT COMMUNICATION
DISTRIBUTION
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7. Unique Sailing Proposition : The most important
point for Royal Quartz is the quality of products.
 Loyal customers  Prices for everybody, so rich
people could want to go in a shop
 Security of quality only for them
quality of our brands  After sale service slow
 Copies of our brands (forgery)
 Develop our brand in a new  New brand better than our
market brand with lower prices
 Open new stores in cities center  Small numbers because of the
crisis
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8. USP 1
USP 1 : quality of product
USP 2 : quality of service
Royal Quartz
USP 2 Heure et Montre
Dubai
Heure et Passion
In 2010 Europa Quartz would confirm its
position. And keep the good opinion
from people.
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9. Offer Products
Existing New
Demand Existing Direct
marketing
Targeted New New clients :
audiences women
 Next year, our selected marketing strategy is
defined as development of new products :
luxury jewels.
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10.  Our main targeted audiences next year will be more
modern women because our new dress-jewels and
they would like to have recommending consumers.
DESIRED MARKETING MIX:
 For next year, the brand takes more attention to the
localization (because center town realized best sells)
and communication (in order to increase notoriety
and because it is its weakness).
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11.  The USP for 2010 will stay the quality of
products.
 TOWS :
Strengths  Weaknesses
opportunities
opportunities
Our new product is made
Thanks to our popularity in with jewels, so rich
France, we could open new people could be our only
shops in other countries.
clients.
Strengths  Weaknesses
threats  threats
well known brand can Chinese’s shops could
made them feel too "safe" imitate our dresses
 pay little attention to and sell them with
quality. low prices .
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12. Client/ Day Expenses Day/ Week Week/
Month
3 months after 70 70000 € 5 4
the launch
6 months after 100 120000 € 6 4
the launch
9 months after 150 220000 € 6 4
the launch
1 year after the 170 260000 € 6 4
launch
We hope that our new products will have success, so we imagine good sells with an
augmentation every 3 months. Our dress costs approximately 1000 € per unit
because, It is made with jewels. 12

13.  In tune with our marketing strategy and
objectives, our new selected business partner is
Gerard Darel, dresses and leather industry.
 Further sponsorships:
Miss France and Festival de Cannes.
MAINTAINING CURRENT SITUATION IN THE MARKET:
 Sponsoring will permit to win notoriety because
these events are very famous and glamorous like
our product.
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14.  Our product are tops and dresses only for
women with collar in jewels. They are only in silk
and jewels will be semiprecious stones like
emerald and topaz.
 For the price we decide to propose an
offer which permit to women to have low
costs if they choose stones in the same
color as their eyes.
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15.  Localization is our first P, we are only implant
in center town and airport. In this kind of
places people take a walk and look to the
show windows. So we decide to emphasize
our product in them.
 Communication is our second P, we decide to
made publicity campaign as any other
luxurious product. The campaign will be
made on bill boards and women magazines.
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16.  In order to increase our quality service we
decide to form our sellers in clothing retail.
Indeed they are only watch sellers so they
don’t know how to advise customers. And we
decide to produce our products only in France
in order to keep the image of huge quality.
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17. WHAT WHO WHEN HOW MUCH COMMENTS
BILL BOARD AD AND 1 MONTH 500 000€
COMMUNICATIO BEFORE SALES ONLY IN FRANCE
MAGAZINE N 300 000€
MANAGERS
SELLERS ORGANISM OF 2 WEEKS 700€ FOR 2
FORMATION FORMATION BEFORE SALES WEEKS PER
PERSON
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18. Ressources Usage
Cooperatives 2000,00 €
direct marketing 2000,00 €
bodies
2000,00 € indirect
short-term loans 1800,00 €
marketing
15000,00 € new product
self 8200,00 €
development
- advertising 1500, 00 €
marketing
- 500,00 €
research
- non-alocated 2000,00 €
19000,00 €
TOTAL 19000,00 €
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19.  There is marketing control committee, that will meet
on Wednesday every two weeks, is to control the
marketing budget and check the expenditures.
 Making sure that the right amount of money is
spent on the right thing, is the task of this committee.
CONTROL TOOLS:
 The control tools this committee is going to use will
determine whether this project will be successful or
not. We will set up a survey for some well-selected
loyal customers. The surveys will answer to the
question of our position in the market and the
perception of Europa Quartz. The survey will be made
by an external firm in order to get the optimal result in
the least amount of time out of the survey. 19

20.  Important dates for our new market are:
 -Fathers and mothers day ( Mostly third Sunday of June )
 -Christmas period ( 1 – 26 December )
 -Valentine's day ( 14 February)
 People give presents at this period.
CONTROL OF SUCCESS:
 Our aim is to become the new market leader for tops and
dresses only for women with collar in jewels. The criteria
of success therefore must be that customers perceive us
as the first option to go to for their jewels clothes. The
answer to the question, “where can I buy male jewels
tops ?” Must be: Royal Quartz. If our target group answers
this question with the name Royal Quartz, and we spent
our budget on the right way, we consider this plan a
success. 20

21.  Royal Quartz belong to  The group is a part of
Lambert company Galerie Lafayette, and
created in 1928. possess two brand:
 Nowadays it is the first Europa Quartz and
French distributor of Royal Quartz.
luxurious watches.
 The group exploit 20
shops, with 6 shops in
Paris.
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