Free marketing plan sample of a luxury watches retailer, Royal Quartz, by

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Marketing Plan 2010

Interviewee: Mr LAPIPE Hubert, Purchasing Manager

Strategy:New concept developing on a new market

Presenting by:RUESTMANN CharlotteSTROPSA ValenciaVALCKE DelphinePIRIO Anne

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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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Royal Quartz starts with one market: Luxury watches, only Swiss made. Its market share is about 30%.

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.

COMPETITORS:

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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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The most important elements for us are:

PRODUCT

PEOPLE

DISTRIBUTION

COMMUNICATION

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Unique Sailing Proposition : The most important point for Royal Quartz is the quality of products.

Loyal customers

Security of quality

quality of our brands

Prices for everybody, so rich people could want to go in a shop

only for them

After sale service slow

Develop our brand in a new market

Open new stores in cities center

Copies of our brands (forgery)

New brand better than our brand with lower prices

Small numbers because of the crisis

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USP 1 : quality of productUSP 2 : quality of service

Royal QuartzHeure et MontreDubaiHeure et Passion

USP 1

USP 2

In 2010 Europa Quartz would confirm itsposition. And keep the good opinion from people.

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Next year, our selected marketing strategy is defined as development of new products : luxury jewels.

Offer Products

Existing New

Demand Existing Direct marketing

Targetedaudiences

New New clients : women

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Our main targeted audiences next year will be more modern women because our new dress-jewels and they would like to have recommending consumers.

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).

DESIRED MARKETING MIX:

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TOWS :

The USP for 2010 will stay the quality of products.

Strengths opportunitiesThanks to our popularity in France, we could open new

shops in other countries.

Weaknessesopportunities

Our new product is made with jewels, so rich

people could be our only clients.

Strengths threats

well known brand can made them feel too "safe" pay little attention to

quality.

Weaknesses threats

Chinese’s shops could imitate our dresses and sell them with

low prices .

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Client/ Day Expenses Day/ Week Week/ Month

3 months afterthe launch

70 70000 € 5 4

6 months afterthe launch

100 120000 € 6 4

9 months afterthe launch

150 220000 € 6 4

1 year after thelaunch

170 260000 € 6 4

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

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.

Sponsoring will permit to win notoriety because these events are very famous and glamorous like our product.

MAINTAINING CURRENT SITUATION IN THE MARKET:

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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 anoffer which permit to women to have lowcosts if they choose stones in the samecolor as their eyes.

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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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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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WHAT WHO WHEN HOW MUCH COMMENTS

BILL BOARD AD ANDCOMMUNICATIO

NMANAGERS

1 MONTH BEFORE SALES

500 000€ONLY IN FRANCE

MAGAZINE 300 000€

SELLERS FORMATION

ORGANISM OF FORMATION

2 WEEKS BEFORE SALES

700€ FOR 2 WEEKS PER

PERSON

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Ressources Usage

Cooperativesbodies

2000,00 €direct marketing 2000,00 €

short-term loans2000,00 € indirect

marketing1800,00 €

self15000,00 € new product

development8200,00 €

- advertising 1500, 00 €

-marketing research

500,00 €

- non-alocated 2000,00 €

TOTAL19000,00 €

19000,00 €

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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.

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.

CONTROL TOOLS:

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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.

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.

CONTROL OF SUCCESS:

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Royal Quartz belong to Lambert company created in 1928.

Nowadays it is the first French distributor of luxurious watches.

The group exploit 20 shops, with 6 shops in Paris.

The group is a part of Galerie Lafayette, and possess two brand: Europa Quartz and Royal Quartz.

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