Detailed Marketing Plan for Celine's Vent Fou Perfume Launch Project

This marketing plan report focuses on the launch of Celine's Vent Fou perfume, a brand extension from the luxury fashion house. The plan targets both male and female consumers, aiming to capture the Generation Y and early Z demographics with its blend of French chic and sensuality. The report provides a comprehensive situational analysis, including PESTLE and SWOT analyses to understand the market dynamics and Celine's internal capabilities. It outlines the company's vision, mission, objectives, and marketing strategies, including STP (Segmentation, Targeting, Positioning) and the 7Ps marketing mix. The plan also details implementation, budgeting, and monitoring strategies using the AIDAR model and balance score card to ensure effective execution and control. The report aims to increase sales, profit margins, and market share by creating brand awareness and establishing a strong market presence 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 that explains that planning of company to promote its
product and services. Study 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 is
planning to launch their range of perfume in Paris. The target consumers of company are both
men and women. This is a combination of French chic and sexuality. These features of perfume
make it suitable for Generation Y and early Z. Study prepares marketing plan that contains
vision, mission, SWOT analyses, PESTLE analyses of company and its marketing strategies.
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INTRODUCTION
Marketing plan is the part of the business plan. That report provides outline of
marketing strategy for the business future growth. It is a blueprint that outlines the marketing and
advertising efforts. It basically provides the basic idea of current market situation and company
performance in the market. Present study is based on Celine. CELINE is a French ready-to-wear
and leather luxury goods brand that has been owned by LVMH group since 1996. It was founded
in 1945 by Céline Vipiana. The study emphasise about background information of the company
(de Vicuña Ancín, 2016). It uses 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.. It also discusses 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 of 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.”
SITUATIONAL ANALYSIS
Pestle analysis
Pestle analysis (political, economic, social, technological, legal, environmental) is the strategy to
analyse the market and external environment of the company that help the company to increase
their growth in market.
Political Factor
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Political factor includes different government policies such as trade policy, labour law,
tariffs etc. so company have followed these government policies to be stable in the market.
CELINE has faced some difficulties related to tax implication (Melamed, 2017). If the
government remove the tax duty from the luxurious goods, then company will be benefited by it.
They can increase their profit margin. The government in Paris has removed the trade duty from
export and import of luxurious products like Perfume which can benefit the consumers as well as
organization.
Economical Factor
Economical factor includes the economic growth, exchange rates, inflation rate, interest
rate and disposable income. Current economy situation in the UK is good because of low interest
rates. For example low to moderate interest rate which define the good or healthy economy.
Other influential aspects are fluctuating exchange rates and currency volatility which are forecast
to remain as a threat for the world economy as well as for the luxury industry in general. If
labour rate increases in Paris then the cost of producing the goods will also increase which can
affect the firm.
Social Factor
Social factor includes societal norms, values, culture which affect the organization
growth. CELINE produces 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
that 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.
Technological Factors
Technological factor affects the business because this factor creates the innovation. This
expands the business by the use of technology. This factor helps to increase the productivity and
reducing the cost. CELINE has invested in the online platforms to promote their product and
increase their sales (de Vicuña Ancín, 2016). Also, they use and install big screen in their shops
to promote the product. Beauty brands in Paris can also use the crowd to outsource customer
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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
Government in France has implemented new anti-terrorism laws that has increased
policing powers in France (BBC News, 2017). It has increased the general safety related to
common people living over there; as well as an increase of consumer’s perception of safety
within the country. Those aspects have an influence on the luxury industry itself. Laws and legal
restrictions regarding distribution, logistics, production and retail, which can depend on the
country’s political situation come in with these.
Environmental Factor
Environmental factor includes the ecological and other factor affects the luxurious brand.
The extreme climate in France has affected the sales of various goods and services sold over
there. The destruction of natural areas in France due to construction of business has affected the
Travel and tourism industry as more people are settling over there by creating resorts.
(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. This model helps to
analyse the internal or external advantage and disadvantage of company.
Strength
Powerful brand image
CELINE have powerful brand image in the market that provides the branded product to
their customers. Company focuses on providing the luxury products 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
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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 get awards for their
innovative products. They launch 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 products 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. The
product is not easily available in the market (Solomon, 2016).
Inactive on social medial platforms
Company sale their branded products by the use of luxury shops. They cannot use the
online platform to sale their product also they do not promote their product at online platforms
which increases the lack of awareness of the brand in customer.
Opportunity
Online platforms a developing market
CELINE can use social sites to make connection with consumers. They can sell the
product through online platforms and provide the product to the customer. So this is the
opportunity that may help in establishing the branch in new location and raising awareness
among people about product.
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Moreover, its approach of “Unbranding” causes authenticity and customer value, which is the
reason for its brand awareness and performance. Its relevant content and high perceived values
like quality, sustainability and innovation perfectly match the customer’s desire for experiences
and demand for unique and sustainable luxury travel. (Melamed, 2017).
Threat
Poor customer data base
CELINE cannot increase their customer base because CELINE deals only in luxury
products. So people who has potential income cannot purchase this product because CELINE
provide the high price and luxury products to their customer. So company cannot increase
customer base of CELINE
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
can 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
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 by making use of the different strategy. They can analyse the market by using
the tools like SWOT, PESTLE and many more. 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 supported the environment they donate the clothes to weaker society. Also,
they do not use the plastic bags. So company take initiatives to provide the eco-friendly
environment.
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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, people those who have adequate
income sources prefer to buy this range of perfume as the company Celine supports with good
quality perfumes. Although they offer costly products than other brands of perfume, 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
(Kennedy, 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 up to 90% by the end of this
year.
 Creation of brand image up to 30% beyond by the end of next year
Analysis of Problem/Issue
In this plan Firstly a problem will be analysed which is that the consumers are not aware
of Celine brand. They are also not aware 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.
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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, behavioral, 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 extended their brand by launching Vent fou fragrances.
GEOGRAPHIC
TRAITS Urban areas of Paris, France
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
TRAITS
 Age: 16 to 40 years of people.
 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
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 To target consumer of competitor’s
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
Positioning refers to the place that a brand occupies in the minds of the customers and how it is
distinguished from the products of the competitors. They will deliver customers all over Paris
(Takata, 2016). This brand is highly preferable because. For extending brand, it is preferable for
both men and women. Also, this can be explained through positioning map.
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Figure 1: Positioning map
(Source: Positioning map, 2012)

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 helps
business 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
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. so that they set their mind to change their current
fragrance by transferring to royalty (Camilleri, Camilleri and Acocella, 2018).
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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 built in mind of consumers. They believe in the quality of brand as it has such an
attractive sculptural outlook.
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
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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
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 Advertisement through radio
28th Update posts of Facebook 26th One new Boutique will launch in
Outskirts of Paris
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30th promotions for new boutique
OCTOBER NOVEMBER
5th Advertisement in Local newspaper 1st Blog updated with an advertisement
9th Advertisement on Radio and
Television 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
through Billboard
30th
Advertisement in Local newspaper
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
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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
Budget for the Celine perfume is following. 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
Paid Instagram ads £120
Facebook competition £150
Advertisement on radio, Television £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
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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
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
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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
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
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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 assess
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 P’s 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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REFERENCES
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ENTERPRISES (SMES)–FAD OR FUTURE TREND?. Corporate ownership & control.
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Ha, T.N., 2016. Operational Assessment Of Nha Be Garment Corporation: Basis For Sustainable
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your key to success. Kogan page publishers.
Kennedy, D.S., 2018. No BS Direct Marketing: The Ultimate No Holds Barred Kick Butt Take
No Prisoners Direct Marketing for Non-Direct Marketing Businesses. Entrepreneur Press.
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Melamed, M., 2017. Online Marketing Plan for a Travel Company.
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Review Copy. Routledge.
Richardson, N., Kelley, N. and James, J., 2015. Customer-centric marketing: Supporting
sustainability in the digital age. Kogan Page Publishers.
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Sridevi, J. and Kumar, K.S., 2015. Emerging trends in online marketing. ICTACT Journal on
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Sturiale, L. and Trovato, M.R., 2015. Cultural resources, local products and technological
innovations: a possible web marketing model to support of the Val di Noto’s
development. Aestimum, pp.279-292.
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