Marketing Plan for Vent Fou 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.
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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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