_userfiles_marketing_Retail Gardening Botanic Marketing gardelan(1)

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BotanicBotanicMarketing Plan 2010Marketing Plan 2010

Mouna MAACHE, Anne JACQUINOT, Sophie FILIP


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PresentationPresentation of theof the companycompany

Since 1995, France

In the Savoie region, by Claude Blanchet.

The company is run by a group of horticulturalist families.

The head office is in Haute-Savoie, near Geneva.

Plants and the natural world are the roots of the company and the reason for its

existence.

The Botanics goals is to promote a new lifestyle more fulfilling and innovative.


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Macro environmental aMacro environmental analysisnalysis

c Political: The growing power of the ecological political party in France.

c Economic factors: The economical crisis with less budget for leisure.

c Socio-cultural: Publics awareness of the environmental issues and the raising

number of retired people in the society.

c Technological: New discoveries to do with the effects of the pesticides on the

environment and its impact on human health.

c Legal: Laws and regulations about the protection of the environment.


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The market analysisThe market analysis

Botanic comes from the French word botanique; botany in

English, which is strongly associated with the companys know-how

and offer.

Products: Garden products and pet shop. The company has also abiological food section.

Every product respects the environment.

The market: Based on the ecological development, leisure such as

gardening.


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CompetitionCompetitionDirect competitors

- Other garden centers:

Jardiland, Vive le jardin, Jardinerie Truffault,

Gamm vert & Hermes Jardinerie (focused on

ecological gardening)

- Tree nurseries

Indirect competitors

Ecological and garden section in supermarkets.


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Market segmentationMarket segmentation

Target:

- people who like nature

- people who like gardening

- people who care about the environment

- people who want natural, ecological and organic products

Principally, people who are 30 to 70 years old, they like gardening and

live mainly in houses, and finally they have enough leisure time.


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MarketingMarketing--mixmix

Product: Products related to the

garden, the pets and the biological

food.

Promotion: Development of the

customers loyalty with a club,

flyers and catalogs in recycled

paper, internet website.

Place: 59 shops in France and 6

companies in Italy

Price: Depends of the product but

the products : middle-of-the-range


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Strengths & WeaknessesStrengths & Weaknesses

OpportunitiesOpportunities & Threats analysis& Threats analysis


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PositioningPositioning

We found out that our business was perceived by our existing clients as

having a quite good ecological positioning and a quite good services to

customers in comparison to most of our direct competition. But we have to

develop a better services to the customers in order to be better than the tree

nurseries. (graphic in annex).

SOURCES OF INFORMATIONS:

The web site of the company : http://www.botanic.com

Interview with the director of the shop Botanic in Troyes, Miss

GUYONNEAU.
http://www.botanic.com/http://www.botanic.com/


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Marketing strategyMarketing strategy

Next year Botanic will develop a landscape gardeners service, mainly for

our existing customers, as well as to attract new customers.

In parallel, Botanic will promote the existing services and products.

Furthermore, we will open our own garden training center in the last quarter

of next year.

See annex 1


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Desired market segmentationDesired market segmentation

We will target our own customers at first because they already know

our values and the quality of our products. They might be interested

in an advice service.

We will also try to gain new customers interested in a landscape

gardening service and customers who want a beautiful garden and

dont like or have no time.


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Desired marketingDesired marketing--mixmix

Product: Create a new service: department of landscape gardening in each

Botanic shop.

Place: In each of the 59 shop of Botanic.

Promotion:

- Recycled paper flyers to be handed-in to the customer within the shops.

- Banners on company website and advertising in gardening magazines like Rustica

Price:

- Less expensive that traditional landscape gardener.

- Different options are available.


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Marketing objectives as a resultMarketing objectives as a result

of the SWOTof the SWOT

Strength into an Opportunity: As we are the leader in our market and enjoy a

good reputation, we have to expand our service faster and better.

Strength that may become a Threat: We will try to keep our prices down and

our quality high to make it difficult for our competitors. With the landscapegardening service we will be closer to the customer.

Weakness into an Opportunity: We will take advantage of our opportunity with

the expenditure of ecological gardening to develop a new service.

Weakness that may become a Threat: We will minimize the weakness by

launching our landscape gardening service. We will also try to avoid the threatof losing our employees by maintaining improved employee relations by

teaching them landscape gardening.


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Position gapsPosition gaps

We will keep our ecological position and try to improve it. We will also

improve our customers loyalty and the contact with our customers in order to

minimize the perceptual gap with our new service because its customized.

For example, we will emphasize the politeness and contact of our employeestowards our customers:

Employees will ask to be called by their first name in order to create a better

relationship with the customer (They will know and trust our employees).

See annex 2


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Sales forecastSales forecast

Our landscape gardening service will be approximately 20 or

25% cheaper than the traditional gardening service.

The average price of this service is: 3,000 Euros for the all

inclusive options for an average garden.

We are expected to operate 5 gardens per months.

Next year, our revenue with our new service is expected

to be: 115,000 Euros.


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Main cooperative bodies andMain cooperative bodies and

retaining marketing activitiesretaining marketing activities

A few companies should be considered for collaboration:

o GoodPlanet Association that promotes the respect of the environment.

To increase our reputation.

o Partnerships with new local biological farmers or producers in order to sell their

products in our shops (Honey as an example).

o Parternship with HANDICAP INTERNATIONAL every Christmas.


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Developing new products and its pricingDeveloping new products and its pricing

Service: we create a landscape service in each stores of Botanic. The

objective is to accompany the customers in the development of their garden.

Many garden owners buy qualitative products for their garden, but they

dont have the experience, nor the knowledge, when installing their garden.

Quality of service: when the customer asks for an estimate for a garden to be

installed, first we analyze the request within one week and than inform the

customer. Finally, within 3 days of customers confirmation, a date is set to

launch the project.

Pricing: If people dont buy the plants at Botanic, the price of the project

would be more expensive.

Price will be between 150 and 6 500. Its depends on the level of installation

of the garden.


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Marketing activities, includingMarketing activities, including

service marketingservice marketing

Direct marketing: dedicated flyers.

Sales promotion: advertising within Botanics stores.

Public relations: articles in garden magazines.

We are going to revise the following quality of service standards:

o the quality of our employees (politeness as an example).

o how to increase clients satisfaction rates.


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GanttGantt schemescheme

WHAT WHO WHEN COST COMMENTS

Flyers in postal boxes of

households towards year-end

Marketing

Manager 14 December 3 000 Database in France

In-store sales promotion

Sales

Manager

beginning of

March 5 000

Distribute near the

department of plants

Articles in garden magazines

Marketing

Manager

beginning of

December 15 000

In the local newspaper

or in garden magazine

TOTALCOSTS 23 000

See annex 3


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Control bodies and controlControl bodies and control toolstools

The members of the marketing control committee will meet regularly on the first

Thursday of every month. We want to compare the new service to the satisfaction

of the customers.

The control tools mainly include company reports, satisfaction surveys (clientsand employees), marketing busget and Gantt scheme.


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Control by monthly milestonesControl by monthly milestones

Marketing

activity

Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

Animation for

Christmas

End of

the

month

Print

Advertising, 1

page, full color

during 8 weeks

when its time to

start gardening

Mothers day

(May 30th)

Halloween

The Ecological

week in our

shops


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Control by weekly milestonesControl by weekly milestones

Activity Mon Tue Wed Thu Fri Sat/ Sun

All the

employees in the

shop to take care

of the customers

Gardening

workshop

Weekly meeting


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Date post:	03-Apr-2018
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