Free marketing plan sample of The Cotton Club, France, by

Cotton Club, Troyes, France

Market Development Strategy 2010Creating new monthly events for people over 30 years old

Kevin Soler, Kevin Roy, Alexandre Urena, Andrea Beck

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The Cotton Club is a nightclub in Troyes, France, and one of the main attractions for French and international students. It opens from Wednesday to Saturday from 9 p.m.

Marketing Plan - Cotton Club: Market Development Strategy

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In 2010, we believe that the social aspect was the most important for the Cotton Club, because the age distribution of the citizens for example is very important to define the target group.

Trends in social factors affect the demand

4Marketing Plan - Cotton Club: Market Development Strategy

1.2.1. The Cotton Club is acting in the entertainment and event market

1.2.2. Level of competitiveness of the market:The level of competitiveness of the event market is in the middle range (3,9 out of 10)


1.3.1. Direct competitors: Manhattan, QuartierLatin, Amphie

1.3.2. Critical Success Factors (CSF): music, price of drinks, employees, design

Most important CSF: location


1.4.1. Segmentation by needs: to meet people and not be alone to drink and listen to music good value of money (no entry and good prices of

drinks)

1.4.2. Segmentation by demographic attributes: Age: between 18 and 25 years old Job: students Income: between 400 and 600 Euro Gender: men and women


1.5.1. Offer-mix

In 2010 the Cotton Club invested it`s money and labor time into Quality of service (60%), brand (25%), physical (10%) and price (5%).

1.5.1. Promotion-mix

In 2010 the distribution channels were 100% direct and the marketing communication was mainly about sales promotion (posters) and internet promotion (face book).


Strengths: modern music, central position, good quality of drinks

Weaknesses: small location Opportunities (depend on us): associations and

partnerships Opportunities (do not depend on us): more

international students as future target group Threats (depend on us): failing with new events Threats (do not depend on us): strict conditions

due to noise pollution of neighbors


1.7) Annex 1, 2 and 3

1.8) Sources of informtion Cotton Club‘s facebook Visiting the location several times Phone interview with Cotton CEO


2.1 ) In 2011, we want to create a new monthlyevent for people over 30 who are single or whowould like to be in a less young atmoshpere.

2.2) Our desired target is people over 30 who haveat least one of those needs :

Meet people because they are single

Enjoy music

Have a drink because of social aspect


2.3 ) Offer

For the Cotton Club, and for our target for the new event we want to create it is better to improve Price and Brand, because we have to be famous and recognize as a popular social club for people over 30.

Promotion

2.4) SWOT


Quality of service Price

Physical Brand

Distribution Marketing Communication

Direct Mail Sales PromotionInternet

Advertise in newspaper, flyers, or in firms

S W

O To adapt our quality of serviceto the new market.

Small size, but we can easily change the design, and people attract people so even if there is not a lot of people the place looks overcrowded.

T Competitors can copy ourevent. So we can create a loyalty program.

The place is not easy to find, so we have to spenda lot of money in advertising to make peopleover 30 aware of the location

2.5) See annex 4, 5 and 6

2.6) In the place we can put about 100 people maximum. A person spends an average of € 35 at the Cotton club (including entry, drinks and other fees). We organize this event once a month. We plan to reach 250 people a night by using strong promotion and emphasize the innovative side of our event.

250 (people) x € 35 (average) x 12 (months/year) = € 105000


3.1. Main cooperative bodies: Suit stores (Hugo Boss, Kenzo)

Audi see annex 9

Golf club in Troyes

Travel agency see annex 9

3.2. Developing new offer:We want to develop a new flyer slogans for our

advertising campaign (“Older is better” comparing with a bottle of whiskey).


3.3. Marketing promotion: 3.3.1. Direct distribution: We want to organize a

monthly event (every third Saturday a month) for over 30 year old people and want to reach about 250 people a month.

3.3.2. Sales promotion / internet advertising: We want to create our own website as well as send newsletters and vouchers thanks to our partners` databases. Furthermore we would like to advertise in newspapers the week before our event.


3.4. Enhancing service marketing principles:

Public bus lines for Cotton Club, because there is no space topark a car and if the people drink they can not drive to gohome.

3.5. Action plan chart: see annex 7 3.6. Marketing yearly budget: see annex 8


4.1. Control bodies:We would recommend to organize marketing

meetings twice a year together with our accountant and lawyer.

4.2. Control tools:We want to distribute questionnaires for our

customers in the internet to check the customer satisfaction.

4.3. Milestones:Valentine`s day will be an important date for us

because we want to bring singles together and want to create a big event.


Poster for the new eventfor people over 30.




4

3

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21 3 4

Cotton Club

Amphie

Manhattan

Goodquality of drink

ModernMusic


4

3

2

1

21 3 4

Cotton Club

AmphieManhattan


Central Position


4

3

2

1

21 3 4

Cotton Club

Amphie

Manhattan

Central position

ModernMusic


4

3

2

1

21 3 4

Cotton Club

Amphie

Manhattan

Central Position

ModernMusic


4

3

2

1

21 3 4

Cotton Club

Amphie

Manhattan


ModernMusic


4

3

2

1

21 3 4

Cotton Club

Amphie

Manhattan


Central Position


# What? When? Who? How Much?

1 testing the market (study of the market)

one study consultant 10 000

2 promotion plan twice a month Marketing Manager 20 000

3 christmas party 23th of december 8000CEO

4 valentine's day 14th of febuary 8000

CEO

Budget: 46 000


Budget :

Expenses : year 1 year 2 year 3

promotion 20 000 15 000 10 000

furnitures 250 300 350

labour force 2000 (2waitresses) 3000 (3) 4000 (4)

DJ 1500 (1DJ) 1501 (1DJ) 1502 (1DJ)

Stock (alchool) 3500 6000 9000

total : 27250 25801 24852

using notority these figures are going to decrease each year.

making bigger event each years so more expenses on small funitures

Audi : The first year, we give to people over 30 an opportunityto win a car.

At the end of each 3 first parties we give a car key (audi) to ourconsumers. After the third party they can go to audi shop in Troyes and try their keys (they can have 3 per peoplemaximum because they can receive one key each of the 3 parties). If the key match with the car they win this car !

Travel Agency : They give to the Cotton Club their databasesand we advertise their company during the event.


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Free marketing plan sample of The Cotton Club, France, by

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