Marketing Plan for Vent Fou Perfume

This marketing plan discusses the brand extension of Celine with the launch of Vent Fou perfume. It includes a situational analysis, SWOT analysis, and marketing strategies for targeting Generation Y and early Z. The plan also outlines objectives, issues, and the STP strategy for the perfume.

MARKETING PLAN

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................4
VISION............................................................................................................................................4
MISSION ........................................................................................................................................4
SITUATIONAL ANALYSIS..........................................................................................................4
Pestle analysis.........................................................................................................................4
Swot analysis..........................................................................................................................6
Porter diamond model............................................................................................................8
OBJECTIVES AND ISSUES..........................................................................................................9
Objectives...............................................................................................................................9
Analysis of Problem/Issue......................................................................................................9
MARKETING STRATEGIES.........................................................................................................9
STP.........................................................................................................................................9
MARKETING PROGRAMMES...................................................................................................11
Marketing mix......................................................................................................................11
IMPLEMENTATION AND BUDGETING..................................................................................13
Implementation of Marketing plan.......................................................................................13
Budgeting.............................................................................................................................15
MONITORING AND CONTROLLING.......................................................................................16
AIDAR Model......................................................................................................................16
Balance score card................................................................................................................16
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................19

EXECUTIVE SUMMARY
Marketing plan in this report is all about a luxurious fragrance named Vent fou. In this
report, brand extension of the brand Celine, a luxurious fashion house in France. The company
will launch their range of perfume in Paris. This perfume will be suitable for both men and
women. Also, this is a combination of French chic and sexuality. Because of this characteristic
this perfume is suitable for Generation Y and early Z. Another attribute which attracts consumers
is their shape, which is a sculptural bottle covered with a dark colour packaging. The aim of the
report is to extend the brand of the luxurious product of Celine.
3

INTRODUCTION
Marketing plan is the part of the business plan. That is a type of report which provide
the outline of marketing strategy for the business future growth. Commonly marketing plan is
include the basic information of your business plan and advertising plan. Basically provide the
basic idea of current market situation and company performance in the market. In this report for
understanding the marketing plan. CELINE is public limited company which is a fashion house
It sold out 'ready to wear and leather luxury good' brand. Since 1996 LVMH group owned this
brand. There headquarter is in pairs, France. The study lays emphasise about background
information of the company (de Vicuña Ancín, 2016). Use the macro and micro factor that
analyse the market through PESTLE analysis and assess the company internal or external
weakness and strength through swot analysis. Further report will describe the marketing plan that
help to understand the objectives in terms of marketing, social, financial. Also discuss the key
issues that affect the marketing plan and implementation process. The report will emphasise the
STP strategy that define the targeting, segmenting, positioning in the market. Further report
describes the marketing mix of 7p's that assess the company marketing strategy and also describe
the implementation strategy of the new product.
VISION
Strive to be a global leader in fashion-knit and fashion outerwear by empowering innovation
and design to provide total customer satisfaction. We strive to be a caring and well-managed
organization for our business partners, customers and employees, and a responsible corporate
citizen to our society.
MISSION
To represent the most refined qualities of Western 'Art de Vivre' (art of living) around the world;
to be synonymous with both elegance and creativity; to blend tradition and innovation, and
kindle dream and fantasy.”
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SITUATIONAL ANALYSIS
Pestle analysis
Pestle analysis (political, economical, social, technological, legal, environmental) is the strategy
to analyse the market and external environment of the company that help to company for
increase their growth in market.
Political Factor
Political factor include the different government policies such as trade policy, labour law, tarrifs
etc. so company have followed this government policy to stable in the market. CELINE has
faced some difficulties related to tax implication (Melamed, 2017). Government increases the
value added tax that affects the company growth. Because company paid the high taxes so
CELINE has to increase their price of product that affect the demand and also decrees the profit
margin. If the government remove the tax duty from the luxurious goods, then company y will be
benefited by it. They can increase their profit.
Economical Factor
Economical factor includes the economic growth, exchange rates, inflation rate, interest rate,
disposable income. Current economy situation in the UK is good because of law interest rates for
example law to moderate interest rate which define the good or healthy economy. Also, healthy
economy is good affect to business that increase the disposable income of people. So this is good
impact on the CELINE because a young generation is spent their disposable income in clothing
and luxurious products. That creates the positive impact on the company. If labour rate increases,
then the cost of producing the goods will also increase. This can affect firm.
Social Factor
Social factor is including the society norms, values, culture which affect the organization growth.
CELINE is produce the innovative product according to the customer needs and wants. Because
of the changing habit of customer. CELINE launch the new products for example Vent fou this
is the perfume for both men and women. They use the best ingredients in the perfume this is the
long lasting perfume which provide the freshness in the body. So customer want this type of
product and company fulfil the demand of the customers according to the taste and preference of
customer.
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Technological Factors
Technological factor affect the business because this factor creates the innovation. That expand
the business to use the technology. This factor is help increase the productivity and reducing the
cost. CELINE has invested in the online platforms to promote their product and increase the
sale, (de Vicuña Ancín, 2016). Also, they use and installing the big screen in their shops to
promote the product. Beauty brands can also use the crowd to outsource customer service.
Limitless Technology, which uses cloud-based mobile technology and AI, rewards a company’s
brand ambassadors for on-demand customer service. If not used the advancing technology
company can face various challenges
Legal Factor
Legal factor include the different law that company must be follow such as equality act, anti
discrimination act, employment law, consumer protection act etc. Because of the increase in
cloud and mobile, legal professionals will have greater flexibility in where and how they work.
This allows legal powerhouses on two different coasts to team up in one firm. With virtual
meetings, it also eliminates virtual travel time. And, it will offer a greater work/life balance for
legal professional’s of Celine overall.
Environmental Factor
Environmental factor includes the ecological and other factor such as weather, climate, CELINE
has taken some initiatives to protect the environment they promote the health environment. Also,
donate the clothes to weaker people. Also, they cannot use the plastic bags. Currently CELINE
charge the price on the plastic bags that help to reduce the demand of plastic bags. Not adhering
to the environmental law can affect company negatively. (Jefferson, and Tanton, 2015).
Swot analysis
Swot analysis is the tool and strategy to identify the strength, weakness, opportunity and threat of
the company related to competitors and other marketing situations. That helps to analyse the
internal or external advantage and disadvantage of company.
Strength
Powerful brand image
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CELINE have powerful brand image in the market that provides the branded product to their
customers. Company focus on providing the luxury product's to increase the demand in the
market. They provide the variety of product such as Hand bags, small leather goods, jewellery,
cosmetic products, sunglasses etc.
Innovative products
Company provides the innovative product to their customer. Provides the leather wear goods.
Company has Launched horizon soft which is a new type of innovative luggage (de Vicuña
Ancín, 2016). So this increases the demand of the product. They also gets awards for their
innovative products. They launch the 30 innovative products that increase the demand as well
increase the brand position in the market.
Special Marketing expertise
Company have a great expertise that help to company future growth. CELINE have very good
designer that provide the different innovative ideas to company. Also, help to launch the unique
product Such as A new line of innovative luggage. In 2006 Mark newson has design hard case
rolling luggage that provide the new collection of innovative horizon soft luggage. So company
have very good designer that provides ideas to expand the company future growth and market
shares.
Weaknesses
Lack of Distributors
CELINE have lack of distributors. Because they only provide product in luxury shops. So
company cannot easily connect with the customers because of the lack of distributors. So this is
the weakness of the brand that they cannot provide the product to retailer and small shops co the
product is not easily available in the market (Solomon, 2016).
Inactive on social medial platforms
Company sale their branded product by the use of luxury shops. They cannot use the online
platform to sale their product also not promote their product in online platforms. So that increase
the lack of awareness of the brand in customer.
Opportunity
Online platforms a developing market
7

CELINE can use the online platforms to increase the sale of product. They can sale the product
through online platforms and provide the product to the customer also provide different benefits
and services to increase the demand of the product. . So this is the opportunity for company to
develop their product in new market.
Build their standing in all over the world
CELINE build their business in all over the world they expand their specialization product and
increase the customer satisfaction. So company can use the different marketing strategy that help
to promote the innovative product (Melamed, 2017). Also, use their employees in systematic
manner like company can manage their employee to make different departments for example
marketing product development department, operational department, project management
department, digital marketing department etc. all our creates the advantage for company also
create an innovative and develop products. So these all creates the opportunity for company that
expanding their product in all over the world.
Threat
Not increase customer base
Company cannot increase their customer base because CELINE deals only in luxury products.
So customer who have potential income they cannot purchase this product because company
provide the high price and luxury products to their customer. So company cannot increase their
customer base.
Price wars with competitors
CELINE provide high quality and innovative products to the customer. So it is common that
company product price is relatively high (Jefferson, and Tanton, 2015). So other competitors
take advantages and they provide the low price of similar products to the customer, so customer
are easily switch their product and purchase the low price of products and satisfy their needs with
those products.
Porter diamond model
Factor conditions
Demand conditions
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CELINE can launch the perfume. So firstly they can assess the market demand of the product.
Then company launch the product in the market (Solomon, 2016). So company can assess the
demand through use the different strategy they can analyse the market by the use SWOT,
PESTLE ETC. Also, company can research the market by the questionnaire, feedback, etc. they
can take the advice to their expertise what strategy they used to promote their new product.
Supporting industry
CELINE has support the environment they donate the clothes to weaker society. Also, they do
not use the plastic bags. Even customer want the plastic bags so company charge the price on the
plastic bags that decrease the demand of plastic bags. So company take initiatives to provide the
eco friendly environment.
Firm strategy, structure and rivalry
Competition in luxury fashion industry is very high, So to gain advantage bargaining power of
buyers Celine launches Vent fou for extension through their brand in different sector to gain
competitive advantage and loyal customer base. Due to this, high class customers prefer to opt
this range of perfume as the company Celine supports with good quality perfumes. Although
they offer higher price then other brands of perfume but because they target high class of
consumers which is taken Vent fou as a luxury statement of perfume. So, no other rivalry brand
can gain their customers because their perfumes are identical and will create a differential image
in mind of customers (Kennedy, D.S., 2018).
OBJECTIVES AND ISSUES
Objectives
 To increase the sale of vent fou by 30 % till the end of year
 To increase the profit margin by 50%
 To provide the excellent customer services.
 To increase the demand of vent fou by 30%
 To increase the 2% of market share by the end of year.
 To increase the competition in the new market.
 Long lasting fragrance perception in mind of customers raise upto 90% by the end of this
year.
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 Creation of brand image upto 30% beyond by the end of next year
Analysis of Problem/Issue
In this plan Firstly a problem analysed is consumers are not aware of Celine brand that the
company is also contributing in perfumes. For creating awareness this plan is formulated. Macro
environmental trend will be highlighted with PESTLE analysis and after that SWOT analysis
will be done for explaining micro environmental factors. Mission and vision of the product
extension will also be discussed. Also, plan will lay emphasis on smart objectives of the Brand “
Celine”. The issue which company can face during brand extension is environmental or political
concern that can affect the working of the company. It can affect the growth of the organization.
MARKETING STRATEGIES
STP
It is a fair tool to make efforts in focusing more suitability for segment. Also, it aids in setting
objectives which is measurable.
Segmentation
To analyse segmentation of Celine as a perfume brand 'VENT FOU', there is geographic,
behavioural, demographic and psychographic traits of the group which is to be targeted. These
group must be profitable, measurable and differentiated (Zhang, and Yeung, 2016). The Celine is
extened their brand by launching Vent fou fragrances.
GEOGRAPHIC
TRAITS Urban areas of Paris, French
BEHAVIOURAL
TRAITS
 Buying pattern : Heavy preferable by consumers as this is a
daily usage product. Also, it needs heavy promotions after
launching and make people aware about their fragrances.
 Loyalty status : Building low to high loyalty and preferences
of consumers.
 Benefits : Fragrance, Boost confidence and make attractive to
consumers, Aromatherapy build attraction towards consumer,
Reflects hygiene among others.
DEMOGRAPHIC  Age : 16 to 40 years of people.
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TRAITS  Generation : Young and Adult
PSYCHOGRAPHIC
TRAITS
Due to luxury brand Upper class and upper middle class people
prefer to consume these fragrances (Sturiale, and Trovato, 2015).
Also, Hygiene conscious and Aromatherapy people prefer this brand '
Vent fou '
Targeting
Primary target Secondary target
 To target consumer of competitors
brand for extending brand.
 Working class of men and women.
 Local athletes.
 Gym freaks individuals
 Sports persons of different background.
 Travellers who travel on regular basis.
 To target new customer group.
 Capture market outside Paris and gain
new customers for brand extension.
 Underskirt market near Paris to gain
more customers.
 Satisfy need to existing customers to
retain with particular brand.
 Increase loyalty of customers by
building brand image.
Positioning
Vent fou will be positioning their brand on behalf of celine, a fashion brand. They will deliver
customers all over Paris (Takata, 2016). This brand is highly preferable because of their hybrid
perfume, that is combination of French chic and sexuality. For extending brand, it is preferable
for both men and women. Also, this will be explained by positioning map.
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On the basis of these dimensions, Vent fou is a brand which is offering in luxurious sector. That
is why they follow high price with good quality fragrances. This indicates that Vent fou is
concentrating mainly on high class people who prefer luxury items as a mark of statement of
their lifestyle.
MARKETING PROGRAMMES
Marketing mix
The marketing programme will be explained by the help of Marketing mix. This help businesses
to achieve their objectives by setting target audience (Palmatier, Stern, and El-Ansary, 2016).
Here 7P's will be done for better target the audience or customers for Vent fou as a brand
extension.
Product
CORE Fragrance
ACTUAL
Vent fou is a luxurious brand of Celine. It supplies high quality perfumes at
relatively high price. Also, it has a dark packaging and sculptural shape. This
range of perfume is preferable by both men and women. An attraction within
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Figure 1 : Positioning map
(Source : Positioning map, 2012)

this range of fragrances is that they offer hybrid fragrances which is a
combination of sexuality and French chic.
EXTENSION It will support lifestyle of rich people. Also, suitable as a gifting item. It will be
easily assessable to official Celine boutique at Paris.
Packaging
Due to value creation in brand, Vent fou launches the perfume in dark packaging like Jet black
and Dark blue. Also, the bottle of perfume is in Sculptural shape to attain royalty and attraction
by consumers as an identical shape bottle.
Price
The price of one bottle of perfume will be £10,89 as it targets high class people. This price is
based on premium pricing strategy. This price will be exposing to been created a brand in mind
of targeted persons, so that they set their mind to change their current fragrance by transferring to
royalty (Camilleri, Camilleri, and Acocella, 2018).
Place
The distribution channels that will be followed by Vent fou is through official Celine Boutique at
Paris. Company focuses to distribute these perfumes at these boutiques so that no duplications
can be done by rivalries to distract consumers. Also, to build a brand image in mind of customers
that they can buy only from the official boutiques of Celine and will succeed in extending their
brand ' Vent fou'.
Promotion
The promotional strategy followed by the company Vent fou is through a short film to attract
customers and create a base. They will launch a month before to attract customers. Also,
promotions will be done through online social networking sites.
Physical evidence
The bottle of Perfume launch by Celine will be in a sculptural shape which attracts attention by
identical shape of packaging. The sculptural shape signifies royalty and identical image will be
build in mind of consumers. They believe in the quality of brand as it has such an attractive
sculptural outlook.
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Process
Though this perfume is targeting high class peoples of Paris. So, the company need their
distribution channel very limited. This way they can prevent their product from copying by
competitors. They will sell their Vent fou perfumes only through their official celine boutiques
which help them to retain their image as an identical perfume.
IMPLEMENTATION AND BUDGETING
Implementation of Marketing plan
To reach till achieving objectives, a plan for implications will be scheduled which includes
elements of marketing (Ha, 2016).
JUNE JULY
1st Short film will be launched 5th Product available in Official Celine
Boutiques
3rd Send out a press release 9th Sample sent to Sports team of Golf
7th Aware existing customers 15th Samples to Existing customers of
Celine
9th Offer customers perfume with their
purchase 18th Advertisement on television
14th Marketing through Facebook and
blogs 23rd Local newspaper will be used as a
promotion for Vent fou brand
16th Sent samples to Athletes 24th Sponsors an Athlete programme
19th Post in Instagram regarding short film 27th Photos of sponsorship on Facebook
and Instagram
22nd Blog updated with an advertisement 29th Marketing in Paris through Billboard
25th Sponsor golf tournament of local Paris
team
31th Sent some samples at Luxurious hotel
of Paris
29th Advertisement through Television
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30th Samples sent to high class gyms of
Paris
AUGUST SEPTEMBER
1st Offer customers perfume with their
purchase 5th Blog updated with an advertisement
19th Samples sent to high class gyms of
Paris 8th Advertisement through Television
23rd Facebook and Instagram promotions
for new boutique 15th Discount voucher launched to attract
competitors customers
28th
Update posts of Facebook 26th One new Boutique will launch in
Outskirts of Paris
30th promotions for new boutique
OCTOBER NOVEMBER
5th Advertisement in Local newspaper 1st Blog updated with an advertisement
9th Discount voucher launched to attract
competitors customers 19th Marketing in Paris and other areas
through Billboard
15th Offer customers perfume with their
purchase in outskirts of Paris 22nd Promotional activities on Facebook
and Instagram
18th Samples sent to high class gyms of
those areas 25th Blog updated with an advertisement
23rd Facebook and Instagram promotions
for new boutique 29th Organise a Giveaway
24th Marketing in Paris and other areas 30th Advertisement in Local newspaper
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through Billboard
25th Blog updated with an advertisement
29th Discount voucher launched to attract
competitors customers
DECEMBER
1st Advertisement in Local newspaper
3rd Blog updated with an advertisement
7th Advertisement through Television
9th Promotional activities on Facebook
and Instagram
15th Update posts of Facebook
18th Marketing in Paris and other areas
through Billboard
23rd Sample sent to Sports team of Golf
24th Sent some samples at Luxurious hotel
of Paris
27th Advertisement in Local newspaper
Budgeting
This budgeting will be made in respect of implementation formulated. These seven month
implementation will be budgeted below for better financial management (Camilleri, Camilleri,
and Acocella,2018).
Short film £100,000
Cost of Advertisement through Local newspaper £120
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Paid Instagram ads £120
Facebook competition £150
Discount vouchers, 50 pieces £54,450
Giveaway, 5 pieces £5445
Samples to Athletes, 10 pieces £10,890
Samples sent to High class gyms, 25 pieces £25225
New Boutique £1,200,000
Samples to Luxurious Hotel, 100 pieces £108,900
Sponsorship to golf team £50, 000
Billboard expenses £120
Cost of Advertisement through Television £200
Total expenses £1,655,620
It has been estimated that cost per Perfume bottle of Vent fou will be £10,89, So, there will be
almost 20,000 packs of perfume will be sold to perform a proper budgeting.
MONITORING AND CONTROLLING
AIDAR Model
ATTENTION
Here on this stage tactic will be applied to push marketing through
Advertisement on Television and local newspapers. Also, company promote
through paid online adverts. Sponsorship will also be conducted as a
promotional technique. As they promote local golf team which is most likely
by high class peoples of Paris. Giveaway and Discount vouchers is also an
attention gainer for attracting new customers and to retain loyal ones.
Another, will be sample distribution to luxurious hotels and Athletes can be
considered as an attention tactic.
INTEREST Tactic here applied by the company to gain customer interest is continuously
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advertisement through Television and local newspapers. Discount vouchers
are also a kind to maintain interest tactic. Billboards will increase the word
of mouth promotions which implies in building interest of customers for the
range of fragrance Celine offers.
DESIRE
Tactic on this stage is to use marketing through social media like Facebook
and instagram. Also, Some blogs will be introduced to create an emotional
bond with customers (Gopaul, 2015). This company will take care of
existing customer needs and also, implement tactics to grab competitors
customers.
ACTION
The tactic on stage of Action is to be exclusively accessible only at official
Celine Boutiques. This creates their brand image and prevent them from
copying. Another element is sampling through gym and Athletes persons.
Also, discounting coupons will be effective in creating action among
consumers.
RETENTION
In this tactic, company Celeine will make efforts for developing good
relationship with their existing customers (Linton, 2017). This is done by
addressing needs and want of customers and engaging in loyalty
programmes on Facebook.
Balance score card
OBJECTIVES MEASUREMENTS TARGETS INITIATIVES
Financial perspective
Increase
growth
Market share Market share reach upto
2%.
 Grab consumers of
competitors.
Increase sales Revenue Sell 20,000 perfumes in
Paris by the end of year.
 Create brand image
through paid social
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media ads.
Customer perspective
Brand image Repeat purchases by
customers
30% beyond by the end
of next year.
 Discount vouchers and
sent samples to target
customers.
Consumer
loyalty
Customer
satisfaction
80% by the end of this
year.
 Online paid ads and
sponsorship to sports
team like Paris golf
team.
Business internal perspective
High quality
perfumes
Natural and high
quality ingredients.
Long lasting fragrance
perception from 90%
customers by the end of
this year.
 Supply chain only
includes official Celine
Boutiques in Paris
Innovative and learning perspective
Feedback from
customers
Effectiveness in
brand
To achieve Vent fou's
goals and objectives.
 Implementation of
customers feedback.
CONCLUSION
The report was described about the internal or external factor of the CELINE. To asses
the market use the pestle that describe the external environment of the company. And then comes
on the swot analysis that identify the company strength and weakness. Study was concluded
about the marketing plan and company objectives in terms of financial, social. Also, report was
described the key issues that affect the company implementation strategy. The report was
described the STP strategy of the company. Also describe the 7 ps of marketing mix that help to
company for identify the action for implement process. At the last report was concluded about
the implementation strategy of the new product.
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