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MARKETING PLAN 2010
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û France Telecom since January 1991
û Director: Didier Lombard
û In 2000, Orange becomes the keybrand of France Telecom
û Internationally, the brand isassociated with:- Mobile phones & phones- Internet- Televisions
û Store of Nancy:- Total Surface: 364m² of which 282m² is the sales floor (77%).- 2nd shop of France, behind that of Paris Champs-Elysées.- Customer visits: between 3 500 and 4 000 per week
with peak of 7 500 towards year-end. - 25 employees- Manager: Marie Thiel
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Cell phone
Internet
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û Private (not professional)
- with rather lower income
- who rarely use cell phone
- who are using “Mobicarte”
- who are still using phone cards
- Generally teenagers or senior persons
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Price
Quality
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û Collaboration with Bic
û Orange will keep its activities- Phone- Live Box & TV- Contract
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What Who When Comments
Promotion of the product during the summer (in the street, billboards, mailing to travel agencies)
Marketing manager
July-August 2010 To attract tourists
Reducing the price (49€ ->39€) before the start of the school year
Sales manager
01/09/2010Wednesday
To attract people with lower incomes
Promotion on TV before Christmas
Marketing Manager
December 2010 To attract teenagers
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Ressources Usages
Self 302K € (80%) Direct Marketing 113K € (30%)
Indirect Marketing 94K € (25%)
Short-term loan 38K € (10%)Public Relations 76K € (20%)
Advertising 38K € (10%)
Collaboration with Bic 38K € (10%)
Marketing research 19 K € (5%)
Non-alocated funds 38K € (10%)
378K € (100%) 378K € (100%)
Budget: 40% of 945,5 K€ (sales forecast) = 378K€
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