Free marketing plan sample by marketing plan now: www.marketingplannow.com. A plan for a lighting service provider, Festilight

1. 15.11.2009 Powerpoint presentation by Kim Xuan Tran 1

2. Developing Lighting Services
Marketing Plan 2010

3. INTRODUCTION
Facts:
- CEO: M. Didier Maroilley (our contact person)
- Formation: Troyes in 1997
- Sector: Luminous decoration
- Turnover: Approx. €5 million in 2008
- Markets: All over the world
- Facilities:
∙ Headquarter, research and production in Troyes
∙ Subsidiary in the south of France
∙ Purchasing department in Hong-Kong
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4. Sample of products:
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5. Part One: STRATEGIC PLANNING
1. Analysis of the Current Situation
1.1. Macro Environmental Analysis:
- Social and Economical environment:
-> Seasonal Aspect: Products mainly sold during Christmas period
- Technological and Legal environment:
-> Innovation: New products every year with precise standards
1.2. Market Analysis:
- Highly concentrated market with few large sized competitors
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6. 1.3. Competitive Analysis:
1.3.1. Direct:
- Each company which produces / imports / sells luminous decoration
- E.g. Blachère Illumination and LCX: The two leaders in France
1.3.2. Indirect:
- All companies which distribute non luminous decoration
1.3.3. Future:
- Companies who are more advanced concerning the ecological
aspects of light decoration
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7. 1.4. Market Segmentation:
∙ Private users who want to decorate their garden or their house
∙ Professional users who want to remodel the showcase of their stores
∙ City councils who want to beautify their town
∙ « Custom build project »
1.5. Existing Marketing-mix:
∙ Price: Slightly superior to the competitors
∙ Promotion: Exhibitions, special events, « famous clients », website
∙ Place (Distribution): Long distribution channel through special large
distributors
∙ Product: Innovative luminous decoration systems with a strong value
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8. 1.6. SWOT (USP, ESP)
Strengths Weaknesses
∙ Innovative ∙ Seasonal dependance
∙ 70% of products patented ∙ Lack of fame
∙ Efficient distribution channel ∙ Higher prices
∙ Productivity level < than demand
Opportunities Threats
∙ Innovative ∙ High dependance on distributors’
∙ Experimental subsidiary performance & health
A new law coming up
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9. USP ESP
∙ Set of different lighting ∙ Christmas atmosphere
components which can be easily
connected. You may add as many
as you wish to get different effects
and images.
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10. 1.7. Positioning:
- Festilight is the third biggest firm in France concerning our turnover with
the expectation of becoming second due to winning more and more
market shares.
- In comparison to our competitors our prices are a little higher but
therefore we are innovative and put a lot of effort into research and
development.
1.8. Sources of Information:
- Interview with M. Didier Maroilley, CEO of Festilight
- Website of Festilight: www.festilight.fr
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11. 2. Achievable Marketing Objectives
2.1 Marketing Strategy
We are going to develop a new market. We want the people to use our lighting
systems not only for the Christmas period but more for the other holidays and
events.
2.2. Desired Market Segmentation
Our market segmentation will not change. Our target groups will still stay the
same but we want them to use our luminious lighting systems also for everyday
occasions in life.
2.3 Desired Marketing Mix
We want to stay slightly superior concerning our price to our competitors to show
our innovative strength. Our products remain the same but are going to be used
for different events and holidays. Because we are going to promote our lighting
systems for everyday occasions, promotion will change and become the most
important objective.
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12. 2.5
2.4 Marketing Objectives
• We are going to try to adapt in the best way to the new European Law which is
concerning the light balls. We hope that because these new light balls save
energy, more people want to use lightning decorations for various events and
also for everyday life.
• Our objective is to become second in France and past one of our competitors
through our innovative products. We want to do this by not depending so much
anymore on the Christmas time.
• To promote our lighting systems for everyday life occasions we are going to
promote our products through partnerships with reality shows which remodel
houses and gardens.
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13. 2.5 Positioning high innovation
2009 2010
unknown image famous image
low innovation
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14. 2.5
By promoting our lighting systems we want to improve our image and become
more famous, so we can reach one of our objectives. Our innovation activities will
stay the same due to the fact that we want to develop a new market. That is why
our perception gap is on the horizontal line.
2.6 Yearly Sales Forecast
Assumptions:
 Area: Champagne Ardenne
 Population: 1 300 000
None seasonal depending buyers : 1 500
 Average price: 25 €
Yearly Sales Forcast: 37 500 €
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15. Part Two: ACTION PLAN
3. Yearly Action Plan & Marketing Budget
3.1 Main Cooperative Bodies
 TV show „D&co“: Sponsoring/Partnership to get more famous
 Stade de l‘Aube: Partnership for decoration of the stadium
 Cerise: Partnership to decorate weddings which they organize
 Superior School: Partnership for decoration and students training
3.2 Maintaining Current Situation
We decorate Troyes for Christmas every year. Christmas decoration in general is
one of the main parts of our business.
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16. 3.3 Developing New Products and its pricing
 Special price discounts for those who go to the Stade de l‘Aube and watched a
game. They get 10% reduction on our FestiSwing.
 If a couple decides to get their wedding planned by Cerise, we will offer them a
15% reduction for our lighting systems because we are Cerise‘s partner.
3.4 Marketing Activities
 By working with „D&co“ we want to promote our lighting systems as an everday
occasion decoration. Viewers will see the different ways our systems can be used
and will get to know us.
 In the Stade de l‘Aube, we will hang big posters of our company because then
everyone will know that we are responsible for the decoration.
 Another partnership with Superior School (management school or ingeneering
school) coud be a way of promotion by welcoming students for mission or
internships and supervising celebration decoration.
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17. 2.5
3.5 Enhancing Service Marketing principles
 We will offer technical supervision and assistance if needed
 Rental service for lighting systems
3.6 GANTT Scheme
What? When? Who? Comments
Being promoted Begin in april CEO France
in reality shows
Cooperation with Beginning of Sales Manager Reaching av. 2000
Stade de l‘Aube Football Season people each game
Commercial Beginning of Sales Manager Promoting each
partnership with spring other in each
Cerise other‘s catalog
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18. 3.7 Marketing Yearly Budget
 Assumption for Champagne Ardenne: 35% of 37 500 € is our Marketing Budget =
13 125€
Ressources Usages
• Self 10 500 € • Direkt Mkt 2625 €
• Short term 1312,50 € • Indirekt Mkt 5250 €
loan • PR 1968,75 €
• 1+1 > 2 1312,50 € • Advertising 1968,75 €
• non 1312,50 €
allocated fund
13 125 € 13 125 €
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19. 4. Control Procedures & Criteria of Success
4.1 Control Bodies
The heads of each departement meet every three months to discuss the latest
developments and changes. If the CEO does not feel confident enough, he should
summon a consultant to advise him to see different point of views.
4.2 Control Tools
 Automatical survey send to the customers after 3 months of purchase.
 Distributor´s feedback by meeting some of the most important ones at least once
a year.
4.3 Control by Milestones
 Conclude contract with reality show by the end of June 2010 to start the
promotion in spring 2011.
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20.  Each year on the 1. September we want to have the new catalog of our products
ready for the Christmas Season.
 Conclusion of contract with Cerise by the end of February to start the
cooperation in spring.
4.4 Criteria of Success
Of course the turnover and profit are important numbers to mesure our success,
but the change of image is also another achievement which we can estimate with
the responses of our surveys.
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