retail cosmetics sephora

7/29/2019 Retail Cosmetics Sephora

1/25

MarketingPlan 2010

Barbara DenoyPascale Duong

Steven Van Der Lugt

1
http://www.marketingplannow.com/


2/25

2


3/25

More than 750 stores in 21 countries

Founded in France in 1969

Carries over 250brands

Launched online shop in 1999 available in 9

countries

3


4/25

The most important issue for Sephora isthe economic issue because they need tofocus on their profits due to the crisis.

Sephoras market is the cosmetic andperfume market (22% share of market) :

United States

China

Europe

4


5/25

Direct competitors Indirect competitors

Supermarkets

Future competitors

Pharmacy (an increase of5% since 10 years)

Murale (Canada,Pharmaprix)

5


6/25

Sephora's target market is very big:- women of almost all ages- wealthy-budget conscious.

The sales staff are low-key, no-pressure, people who are only therewhen you need them.

They want to create an environment without pressure and believe thatcustomers will come back because they found what they needed.

6


7/25

Product : Sephora has their own products

with their own name.

Promotion : Sephora uses direct marketingwith their free loyalty card. They also usemailings and stands in shop.

Brand ( Product )

Advertising ( Promotion )

Distributionchannels

Pricing

The priorities for Sephora are to invest in thebrand and to communicate to the targetaudiences in order to increase loyalty levels.

7


8/25

Strengths

Advertising

Brands reputation

Product quality

Suppliers Own products with their own name

Internationalization

USP

Sales points: well-be, beauty

ESP

Weaknesses

Difficulties of adaptation in foreign

countries (for example : Japan)

Self service does not comply with the

luxury image Sephora does not have a strategy to

avoid the competitors.

Opportunities

New trends

New products

Niche brand

Threats

Lots of competition

Economic crisis

Real estate crisis

Particular lifestyle, habits

Entry barriers on the perfume market:

we need lots of money

8


9/25

A= SephoraB= MarionaudC= Beauty succes

D= Douglass

9


10/2510


11/25

In 2010 Sephora will focus onmarket development strategy:selling the same product to a newgroup.

Sephora would like to increasethe demandby promoting theirexisting offer to new segment.

11


12/25

In 2010 Sephoras marketing mix will befocused on the advertising with a bigcampaign. Sephora should create a newatmosphere in their shop: newdecoration (more masculine) andsalesmen.

12


13/25

Their market share consists of mostly womenand they would like to increase market sharefor male products :

Men of 20 until 30 A dynamic and attractive target group Need to take care of themselves Sociological influence New conception of the beauty It is no longer only for women. It is not only a trend but a real need.

13


14/25

Strengths Weaknesses

Opportunities

Own products

with their ownname

Price

Threats

Internationaliza

tion

Suppliers

Self service

different from

the luxury

image

A= SephoraB= MarionaudC= Beauty succesD= Douglass

14


15/25

Transaction per day: 8Transaction per week: 48 (8x6)Transaction per month: 192 (48x4)Contribution for the next year: 12 x 192 x 40 = 92 160

92 160 is an estimate revenue of the project.

Age

Men

20 to 30

Transaction/ hours

1

Paniermoyen

40 euros

Transaction/ Day

8

Open days

6

15


16/25

16


17/25

We decide to collaborate, in first, with Lacostebecause we think that it can complete our offer.

But we can also have a partnership with Azzaro(perfume market), or Raph Lauren (clothes market)and GQ magazine (press market).

We advise to continue its system of loyalty cardbecause we notice that it is a pertinent (good) wayfor secure the fidelity of clients. Moreover, this is inrelation with our challenge.

17


18/25

Even if we decided to develop a new market,

we will create a new product with Lacoste topromote our new segmentation (men, age 20to 30).

Product :

- Toilet bag which can contain one perfume,lotions and creams.- Sales places : only on the Sephoras shopand Lacostes shop.- Price : about 20 more than perfumeprice.

18


19/25

Objective : promote our new product to men between 20 to 30 years old.

For that we decide to promote by 2 ways :First : Advertising : Media : hoarding (billboard) in street with men

When : before the Christmas periodMessage : that men can take care of themselves also,without being seen as effeminate.

Secondly : Public Relation : organize open day with presents (toilet bag),specimen and presence of football star. Press release and press conference.Sponsoring for sports events and invitation to cocktail.

For increase the sales of men products, we decide to make the shops atmosphere

more masculine with more salesmen.

19


20/25

What is the

activity?Who?

From

when?

To

when?

How

much?

Comments

Advertising NoemieDecember,

1stJanuary the

4th.15000

PublicRelation

Paul December January 13000

Open Day,

Conference,Sponsoring

Marketingbudget

28000

20


21/25

We used 40% ofassumption budget of2.6 : 36.864.

21


22/25

22


23/25

- Meeting on Tuesday every 2 weeks

- Controlbudget and checkexpenditures- Campaign is the most important- Consultant, accountant and loyalcustomer.

- Survey- Well-selected loyal customers- External firm to set up the survey

23


24/25

|----------------------|--------------------*---|-----------------------|-------------------*---*---|

Jan. April July Oct. Dec.

Important dates for our new market are : Fathers day ( Mostly third Sunday of June ) Christmas period ( 18 26 dec ) National festivities where people give presents ( e.g Sinterklaas inHolland, 5th of December )

Market leaderCheck on spending and budget

Where can I buy male beauty products? Sephora

24


25/25
http://www.marketingplannow.com/

retail cosmetics sephora

Documents