of 25
7/29/2019 Retail Cosmetics Sephora
1/25
MarketingPlan 2010
Barbara DenoyPascale Duong
Steven Van Der Lugt
1
http://www.marketingplannow.com/7/29/2019 Retail Cosmetics Sephora
2/25
2
7/29/2019 Retail Cosmetics Sephora
3/25
More than 750 stores in 21 countries
Founded in France in 1969
Carries over 250brands
Launched online shop in 1999 available in 9
countries
3
7/29/2019 Retail Cosmetics Sephora
4/25
The most important issue for Sephora isthe economic issue because they need tofocus on their profits due to the crisis.
Sephoras market is the cosmetic andperfume market (22% share of market) :
United States
China
Europe
4
7/29/2019 Retail Cosmetics Sephora
5/25
Direct competitors Indirect competitors
Supermarkets
Future competitors
Pharmacy (an increase of5% since 10 years)
Murale (Canada,Pharmaprix)
5
7/29/2019 Retail Cosmetics Sephora
6/25
Sephora's target market is very big:- women of almost all ages- wealthy-budget conscious.
The sales staff are low-key, no-pressure, people who are only therewhen you need them.
They want to create an environment without pressure and believe thatcustomers will come back because they found what they needed.
6
7/29/2019 Retail Cosmetics Sephora
7/25
Product : Sephora has their own products
with their own name.
Promotion : Sephora uses direct marketingwith their free loyalty card. They also usemailings and stands in shop.
Brand ( Product )
Advertising ( Promotion )
Distributionchannels
Pricing
The priorities for Sephora are to invest in thebrand and to communicate to the targetaudiences in order to increase loyalty levels.
7
7/29/2019 Retail Cosmetics Sephora
8/25
Strengths
Advertising
Brands reputation
Product quality
Suppliers Own products with their own name
Internationalization
USP
Sales points: well-be, beauty
ESP
Weaknesses
Difficulties of adaptation in foreign
countries (for example : Japan)
Self service does not comply with the
luxury image Sephora does not have a strategy to
avoid the competitors.
Opportunities
New trends
New products
Niche brand
Threats
Lots of competition
Economic crisis
Real estate crisis
Particular lifestyle, habits
Entry barriers on the perfume market:
we need lots of money
8
7/29/2019 Retail Cosmetics Sephora
9/25
A= SephoraB= MarionaudC= Beauty succes
D= Douglass
9
7/29/2019 Retail Cosmetics Sephora
10/2510
7/29/2019 Retail Cosmetics Sephora
11/25
In 2010 Sephora will focus onmarket development strategy:selling the same product to a newgroup.
Sephora would like to increasethe demandby promoting theirexisting offer to new segment.
11
7/29/2019 Retail Cosmetics Sephora
12/25
In 2010 Sephoras marketing mix will befocused on the advertising with a bigcampaign. Sephora should create a newatmosphere in their shop: newdecoration (more masculine) andsalesmen.
12
7/29/2019 Retail Cosmetics Sephora
13/25
Their market share consists of mostly womenand they would like to increase market sharefor male products :
Men of 20 until 30 A dynamic and attractive target group Need to take care of themselves Sociological influence New conception of the beauty It is no longer only for women. It is not only a trend but a real need.
13
7/29/2019 Retail Cosmetics Sephora
14/25
Strengths Weaknesses
Opportunities
Own products
with their ownname
Price
Threats
Internationaliza
tion
Suppliers
Self service
different from
the luxury
image
A= SephoraB= MarionaudC= Beauty succesD= Douglass
14
7/29/2019 Retail Cosmetics Sephora
15/25
Transaction per day: 8Transaction per week: 48 (8x6)Transaction per month: 192 (48x4)Contribution for the next year: 12 x 192 x 40 = 92 160
92 160 is an estimate revenue of the project.
Age
Men
20 to 30
Transaction/ hours
1
Paniermoyen
40 euros
Transaction/ Day
8
Open days
6
15
7/29/2019 Retail Cosmetics Sephora
16/25
16
7/29/2019 Retail Cosmetics Sephora
17/25
We decide to collaborate, in first, with Lacostebecause we think that it can complete our offer.
But we can also have a partnership with Azzaro(perfume market), or Raph Lauren (clothes market)and GQ magazine (press market).
We advise to continue its system of loyalty cardbecause we notice that it is a pertinent (good) wayfor secure the fidelity of clients. Moreover, this is inrelation with our challenge.
17
7/29/2019 Retail Cosmetics Sephora
18/25
Even if we decided to develop a new market,
we will create a new product with Lacoste topromote our new segmentation (men, age 20to 30).
Product :
- Toilet bag which can contain one perfume,lotions and creams.- Sales places : only on the Sephoras shopand Lacostes shop.- Price : about 20 more than perfumeprice.
18
7/29/2019 Retail Cosmetics Sephora
19/25
Objective : promote our new product to men between 20 to 30 years old.
For that we decide to promote by 2 ways :First : Advertising : Media : hoarding (billboard) in street with men
When : before the Christmas periodMessage : that men can take care of themselves also,without being seen as effeminate.
Secondly : Public Relation : organize open day with presents (toilet bag),specimen and presence of football star. Press release and press conference.Sponsoring for sports events and invitation to cocktail.
For increase the sales of men products, we decide to make the shops atmosphere
more masculine with more salesmen.
19
7/29/2019 Retail Cosmetics Sephora
20/25
What is the
activity?Who?
From
when?
To
when?
How
much?
Comments
Advertising NoemieDecember,
1stJanuary the
4th.15000
PublicRelation
Paul December January 13000
Open Day,
Conference,Sponsoring
Marketingbudget
28000
20
7/29/2019 Retail Cosmetics Sephora
21/25
We used 40% ofassumption budget of2.6 : 36.864.
21
7/29/2019 Retail Cosmetics Sephora
22/25
22
7/29/2019 Retail Cosmetics Sephora
23/25
- Meeting on Tuesday every 2 weeks
- Controlbudget and checkexpenditures- Campaign is the most important- Consultant, accountant and loyalcustomer.
- Survey- Well-selected loyal customers- External firm to set up the survey
23
7/29/2019 Retail Cosmetics Sephora
24/25
|----------------------|--------------------*---|-----------------------|-------------------*---*---|
Jan. April July Oct. Dec.
Important dates for our new market are : Fathers day ( Mostly third Sunday of June ) Christmas period ( 18 26 dec ) National festivities where people give presents ( e.g Sinterklaas inHolland, 5th of December )
Market leaderCheck on spending and budget
Where can I buy male beauty products? Sephora
24
7/29/2019 Retail Cosmetics Sephora
25/25
http://www.marketingplannow.com/