Free marketing plan sample by marketing plan now: www.marketingplannow.com. A plan of a French entertainment retailer, FNAC

2. Marketing Plan Sample
fnac
november 2009
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3. Chapter 1.
Fnac : an international entertainment retail chain offering cultural and
electronic products; the largest retailer of its kind in France
Foundation: André Essel and Max Théret, 1954
Majority shareholder: PPR (Pinault-Printemps-Redoute)
Area served : France, Belgium, Brazil, Greece, Italy, Portugal, Spain,
Switzerland, and Taiwan (where it is now known under the name Fayaque)
Number of locations : 207 (63 outside of France)
Core value: offering a diverse range of products, impartial advice, products
up to standard (independent test centre)
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4. Environment
We assume that FNAC is mainly influenced by the
economical, social and technological environments
economical
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5. 5

6. Market segmentation
Very broad group of clients: all ages, interested in culture
and technology, quality sensitive
1 Based on questionnaire and own assuptions 6

7. SWOT
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8. The company differs from its competition with a"unique brand positioning
based on the exaltation of pleasure to discover the diversity of cultures and
technologies”1
high technology product and
the culture but cold atmosphere inside the store
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1 www.ppr.com
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9. Chapter 2.
New Product Development Strategy
Set up inside cafes for those who desire to grab the book from a
shelf and before buy, read a bit of it sipping caffe and eatting
some cake
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10. Targeted audience next year
People who want a rest from work/school in
a cultural surroundings (after work or even
during their lunch break)
Direct Distribution
Channels
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11. To minimize the perceptual gap of coldness next year we would
try to convert FNAC into more comfortable place by setting up
cafes
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12. Chapter 3.
We decide to develop our product in close collaboration with three
national newspapers; thanks which we will strentchen perception of
FNAC Cafe
Libération (socialist leaning)
Le Figaro (capitalist leaning)
L’équipe (Sport)
Maintaining Current Situation in the Market
Some traditions in FNAC store:
Free concerts of local music groups
Famous Artists’ reception for session of dedications
à We have to continue this kind of activities 12

13. Enhanance service marketing principles
Improve after sales service à appoint a meeting with after-sales manager
à extra hours to solve your problem (7 -9 p.m.)
Buy > 50 € (for books & music) get --> free coffee
membership card = one free coffee per months
Happy hour (3 p.m. – 4 p.m.) = -30% discount on cakes
For all guests comming between 10 a.m. – 11.a.m.
à free newspaper 13

14. FNAC Cafe promotion à „ Delight yourself in FNAC Cafe” street campaign
When: 2 weeks befor opening + 2 weeks after
Where: streets, stores
How: flyers,stickers on the books,CD’s DVDs
Cultural place (forum) à mails to membership card owners about events ,
telemarketing (reservation in advance),
free cultural calendars
banners inside the shop 14

15. Budget assumption : 50 % of the yearly sales forcast (50% * 35 280)
Resources Usages
Cooperatives direct
€ 1 764,00 € 1 764,00
bodies marketing
short-term indirect
€ 1 764,00 € 1 234,80
loans marketing
new product
self € 14 112,00 € 7 056,00
development
- - advertising € 5 292,00
marketing
- - € 529,20
research
- - non-alocated € 1 764,00
total € 17 640,00 € 17 640,00 15

16. Chapter 4.
Control committee =>
=> meets every
month
* Stuff who deal with clients, Monthly changes
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18. Sources of information
1. Questionaire – Caroline Seddini (13.11.2009), .
2. Web sites: www.fnac.com
www.ppr.com
www.marketingplannow.com
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