Perfumes Yves Rocher marketing plan

Health products
Marketing Plan 2010
Bessen Janine
Gabriel Betty
Hullar Florence
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Vision:
Green Argile
To propose
“do-it-yourself healthy
product” available for every
women.
Argan oil
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Part One
Strategic planning
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Part One
I. Analysis of the current
situation
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I.1. Company’s Profile
• Created in 1959; franchise system
• More than 700 beauty products (make-up, face care, body
care, perfume, cares for men...)
• The company operates Europe, Asia and the USA
• More than 550 YR centers
• The world leader in botanical beauty care
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I.2. Market Analysis
• Influenced by the social environment
Our products depend on the needs of our clients
More than just a trend
• Markets concerned:
Botanical
and
organical
Perfume
Skin care
• 23rd largest manufacturer in the global cosmetics and
toiletries market
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I.3. Competitive Analysis
• Direct competitors:
• Indirect competitors:
• Future competitors:
• Actual segmentation:
Women between 30 and 60 (natural, high quality)
Teenagers (low price)
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I.4. Analysis of the company
• To develop the brand :
Ø New logo
Ø New concept to emphasize the connection with nature
• Characteristic of Yves Rocher :
Ø Direct marketing
Ø Price structure
• Our main competitive advantage :
Ø Own strictly controlled retail network
• The main opportunity:
Ø To expand international (organic cosmetic market increases)
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I.5. Positioning
• Our clients perceived our business as :
Ø
Ø
Ø
Ø
available price for every women
providing diverse product lines for different needs
very ecological during the whole production
direct marketing with individual consultancy in the shops
…in comparison to our direct competition.
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I.6. Sources
• Interview with the manager (Séverine) of Yves Rocher in
Troyes
• Web-sites:
•
•
•
•
www.yves-rocher.fr
http://www.marketresearchworld.net
www.euromonitor.com
www.organic-market.info
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Part One
II. Achievable Marketing
Objectives
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II.1. Desired Positioning
Natural cosmetic
YR 2010
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3
Attractive
price
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3
2
4
2
1
Source: the group
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II.2. Desired Segmentation
Ø Women between 20-40
Ø Want to take care of themselves, of their skin
Ø Don’t like chemical products
II.3. Desired Marketing Mix
Product
Price
Distribution
Marketing
Communication
Natural raw materials
No real packaging, transparent packet,
In the store: in transparent boxes, price by weight by the sales women
Bottom-up, pretty expensive because good quality
Discounts for the customers who get the loyalty card
Yves Rocher Paris
Most of the budget
Advertising: individualized cards, posters on the window of the store, small
flyers, outside advertising support, online
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Part Two
Action Plan
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II.4. Marketing Objectives
• To prove that we are an environmentally friendly producer
under considering our high quality standard we will show
short video in our shops
• Limited capital means more focused on the products and
better quality
II.5. Sales Forecast
Our sales forecast for next year increase of 4%
The estimated forecast is 208 333€.
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Part two
III. Yearly action plan and
marketing budget
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III.1. Cooperation
• Our past business partner was Etam where we offered
discount-coupons.
• Our new selected business partners are market gardens
testing products or special offers if you buy a natural
plant
III.2. Yearly activities
• every year we award a price to the employee with the
best idea to save our environment and we realize this
project
• Support of several environment projects like “Plant for
the planet”
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III.3. Marketing offer
• Based on our selected marketing strategy we offer a new
service: “do-it-yourself” products
– Individual consultancy so that the product fits exactly to the
customers skin
– Choice between several flavors and ingredients
– No delivery time if all the products are directly available in the shop;
otherwise it takes around one week till the product is mixed
– Price depends on the chosen ingredients
and its final volume (small, middle, big)
=> between € 20 to € 50
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III.4. Marketing activities
• 1) The first issue to deal with it is to implement the new
service and the related product in our shops:
Ø We have to inform our franchise-partners and our
employees
Ø Than we have to coach our employees what is to consider
if you mix a lotion and how they have to do it
Ø We have to equip our shops with a special mixer for these
lotions and enough raw materials and transparent
packages in the beginning
Ø We have to set a compulsory start date in the chosen
shops which will offer the new service
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III.4. Marketing activities
2) The second issue we have to deal with is the marketing
communication:
Ø We have to calculate the needed budget for advertisement,
because we want to hang out posters in our shops, to
distribute flyers and to promote it online on our Homepage
3) The third issue what we have to consider before we offer the
new service is the price-policy:
Ø The product will be more expensive than the normal lotions
because of the individuality and the high quality.
Ø We will create a loyalty card so that regular customers get
discounts
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III.5. New standard
• We are going to enhance our quality of
service by setting a new standard and
offer individual lotions for our
customers with individual consultancy
within one hour.
III.6. GANTT Scheme
• Based on our marketing activities we
have to act in several areas like
product, communication and pricing
(See Gantt scheme, annex nr 6).
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III.7. Marketing Yearly Budget
Ressources
Usages
Self
43 750€ (70%)
Advertising
20 000€ (40%)
Short term loan
9 375€ (15%)
Direct marketing
18 750€ (30%)
Partners
9375€ (15%)
Indirect Marketing
12 500€ (20%)
Marketing research
6 250€ (10%)
62 500€
62 500€
We assume that we need 30% of our sales forecast,
so 62 500€.
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Part two
IV. Control procedures and
criteria of success
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IV.1. Control Bodies
• We have set 2 control committees:
Ø Marketing budget committee: meetings monthly
Ø Customer committee (customer satisfaction, brand image, evolution
the number of clients): meetings every two weeks.
IV.2. Control tools
• Customer satisfaction survey
• Positioning (did we reach the desired position on the
market?)
• Competitors analysis (new competitors on the do-it-yourself
healthy products?)
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IV.3. Control by Milestones
March 8th : Women Day: Specific cares for women in the Institut
(argile face-pack…)
June 20th : “Fête de la nature” (Nature Day): 10% discount on the
Do-it-yourself products and distribution of small flyers
describing our products and the origin of the raw materials.
From November 20th to December 24th : Christmas campaign:
Propose special “Christmas packs” containing do-it-yourself
products and diverse accessories shower or bath.
IV.4. Criteria of success
Survey of Paris inhabitants: ask which French cosmetic brand is
the most natural for them. Less than 5% should answer
another brand than YR.
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