Cotton Club, Troyes, France

Transcription

1 Cotton Club, Troyes, France Market Development Strategy 2010 Creating new monthly events for people over 30 years old Kevin Soler, Kevin Roy, Alexandre Urena, Andrea Beck

2 The Cotton Club is a nightclub in Troyes, France, and one of the main attractions for French and international students. It opens from Wednesday to Saturday from 9 p.m. 2

3 In 2010, we believe that the social aspect was the most important for the Cotton Club, because the age distribution of the citizens for example is very important to define the target group. Trends in social factors affect the demand 3

4 The Cotton Club is acting in the entertainment and event market Level of competitiveness of the market: The level of competitiveness of the event market is in the middle range (3,9 out of 10) 4

5 Direct competitors: Manhattan, Quartier Latin, Amphie Critical Success Factors (CSF): music, price of drinks, employees, design Most important CSF: location 5

6 Segmentation by needs: to meet people and not be alone to drink and listen to music good value of money (no entry and good prices of drinks) Segmentation by demographic attributes: Age: between 18 and 25 years old Job: students Income: between 400 and 600 Euro Gender: men and women 6

7 Offer-mix In 2010 the Cotton Club invested it`s money and labor time into Quality of service (60%), brand (25%), physical (10%) and price (5%) Promotion-mix In 2010 the distribution channels were 100% direct and the marketing communication was mainly about sales promotion (posters) and internet promotion (face book). 7

8 Strengths: modern music, central position, good quality of drinks Weaknesses: small location Opportunities (depend on us): associations and partnerships Opportunities (do not depend on us): more international students as future target group Threats (depend on us): failing with new events Threats (do not depend on us): strict conditions due to noise pollution of neighbors 8

9 1.7) Annex 1, 2 and 3 1.8) Sources of informtion Cotton Club s facebook Visiting the location several times Phone interview with Cotton CEO 9

10 2.1 ) In 2011, we want to create a new monthly event for people over 30 who are single or who would like to be in a less young atmoshpere. 2.2) Our desired target is people over 30 who have at least one of those needs : Meet people because they are single Enjoy music Have a drink because of social aspect 10

11 2.3 ) Offer Quality of service Physical Price Brand For the Cotton Club, and for our target for the new event we want to create it is better to improve Price and Brand, because we have to be famous and recognize as a popular social club for people over 30. Promotion 2.4) SWOT Distribution Direct Mail S W Marketing Communication Sales Promotion Internet Advertise in newspaper, flyers, or in firms O T To adapt our quality of service to the new market. Competitors can copy our event. So we can create a loyalty program. Small size, but we can easily change the design, and people attract people so even if there is not a lot of people the place looks overcrowded. The place is not easy to find, so we have to spend a lot of money in advertising to make people over 30 aware of the location 11

12 2.5) See annex 4, 5 and 6 2.6) In the place we can put about 100 people maximum. A person spends an average of 35 at the Cotton club (including entry, drinks and other fees). We organize this event once a month. We plan to reach 250 people a night by using strong promotion and emphasize the innovative side of our event. 250 (people) x 35 (average) x 12 (months/year) =

13 3.1. Main cooperative bodies: Suit stores (Hugo Boss, Kenzo) Audi see annex 9 Golf club in Troyes Travel agency see annex Developing new offer: We want to develop a new flyer slogans for our advertising campaign ( Older is better comparing with a bottle of whiskey). 13

14 3.3. Marketing promotion: Direct distribution: We want to organize a monthly event (every third Saturday a month) for over 30 year old people and want to reach about 250 people a month Sales promotion / internet advertising: We want to create our own website as well as send newsletters and vouchers thanks to our partners` databases. Furthermore we would like to advertise in newspapers the week before our event. 14

15 3.4. Enhancing service marketing principles: Public bus lines for Cotton Club, because there is no space to park a car and if the people drink they can not drive to go home Action plan chart: see annex Marketing yearly budget: see annex 8 15

16 4.1. Control bodies: We would recommend to organize marketing meetings twice a year together with our accountant and lawyer Control tools: We want to distribute questionnaires for our customers in the internet to check the customer satisfaction Milestones: Valentine`s day will be an important date for us because we want to bring singles together and want to create a big event. 16

17 Poster for the new event for people over

18 18

19 Good quality of drink 4 Manhattan 3 Cotton Club Amphie Modern Music

20 Good quality of drink 4 3 Manhattan Cotton Club Amphie Central Position

21 Central position 4 Manhattan Amphie Cotton Club Modern Music

22 Central Position 4 3 Manhattan Cotton Club Amphie Modern Music

23 Good quality of drink 4 Cotton Club 3 Manhattan Amphie Modern Music

24 Good quality of drink 4 Manhattan Cotton Club 3 Amphie Central Position

25 # What? When? Who? How Much? one study consultant testing the market (study of the market) 2 promotion plan twice a month Marketing Manager christmas party 23th of december 8000 CEO 4 valentine's day 14th of febuary 8000 Budget: CEO 25

26 Budget : Expenses : year 1 year 2 year 3 promotion furnitures labour force 2000 (2waitresses) 3000 (3) 4000 (4) DJ 1500 (1DJ) 1501 (1DJ) 1502 (1DJ) Stock (alchool) total : using notority these figures are going to decrease each year. making bigger event each years so more expenses on small funitures 26

27 Audi : The first year, we give to people over 30 an opportunity to win a car. At the end of each 3 first parties we give a car key (audi) to our consumers. After the third party they can go to audi shop in Troyes and try their keys (they can have 3 per people maximum because they can receive one key each of the 3 parties). If the key match with the car they win this car! Travel Agency : They give to the Cotton Club their databases and we advertise their company during the event. 27

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