Zadig & Voltaire

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Information about Zadig & Voltaire

Published on February 2, 2009

Author: Vince77580

Source: slideshare.net

Description

European MBA Marketing presentation

By Julien BOUHLEL and Vincent BOGAERS

Why do we chose Zadig and Voltaire Luxury brand Marketing trends Bobos / kidults Introduction

Why do we chose Zadig and Voltaire

Luxury brand

Marketing trends

Bobos / kidults

Methodology Quick presentation of I. . Buzz Marketing SWOT analysis Perpectives II. ZV Glam Rock Collection. Why The four Ps Marketing strategies used Specific communication Agenda

Methodology

Quick presentation of

I. .

Buzz Marketing

SWOT analysis

Perpectives

II. ZV Glam Rock Collection.

Why

The four Ps

Marketing strategies used

Specific communication

Methodology Primary data Secondary data Surveys Visiting Zadig et Voltaire’s shops Packaging Clients Workers and managers

Primary data

Secondary data

Surveys

Visiting Zadig et Voltaire’s shops

Packaging

Clients

Workers and managers

Part I.

Their aim Provide everything for the whole family Clothes Jewerlly Shoes Parfume (mid december 2008) Provide hype goods « affordable » but also very luxurious (Zadig et Voltaire Luxe) So the goal is to design in each store a kind of vertuous consuming cycle and thus a concurential advantage

Their aim

Provide everything for the whole family

Clothes

Jewerlly

Shoes

Parfume (mid december 2008)

Provide hype goods « affordable » but also very luxurious (Zadig et Voltaire Luxe)

So the goal is to design in each store a kind of vertuous consuming cycle

and thus a concurential advantage

Buzz Marketing Guerilla Marketing

Advantages Flexible – because of small scale nature can be adapted quickly, relatively easy to respond to change Low Cost – one of the founding principles – ideal for firms who do not have massive marketing budgets Targeted – designed to reach the target market – reduces waste and ineffectiveness Simple – many of the methods simple and easy to use and implement – ideal for the smaller business

Flexible – because of small scale nature can be adapted quickly, relatively easy to respond to change

Low Cost – one of the founding principles – ideal for firms who do not have massive marketing budgets

Targeted – designed to reach the target market – reduces waste and ineffectiveness

Simple – many of the methods simple and easy to use and implement – ideal for the smaller business

Non-traditional advertising methods

SWOT Analysis of Zadig et Voltaire

 

Perspectives Growing Expansion to US and Asian markets (long term) New product line For children : Zadig et Voltaire little Zadig et Voltaire Luxe Leather (boots and bags), jewellry

Growing

Expansion to US and Asian markets (long term)

New product line

For children : Zadig et Voltaire little

Zadig et Voltaire Luxe

Leather (boots and bags), jewellry

 

Part II.

PROBLEMATIQUE In 1996 a new luxury brand is created « ZADIG&VOLTAIRE ». The brand propose a new style in the luxury industry. Loyal to its controversal image the brand asks to his Marketing director and to his Sales manager to prepare the launch of its new line " Glam-Rock " in France. With the luxury industry imposing its codes, are they able to manage this challenge?

In 1996 a new luxury brand is created « ZADIG&VOLTAIRE ». The brand propose a new style in the luxury industry.

Loyal to its controversal image the brand asks to his Marketing director and to his Sales manager to prepare the launch of its new line " Glam-Rock " in France.

With the luxury industry imposing its codes, are they able to manage this challenge?

THE TARGETS Main target : Executives Heart target: People between 25 and 35 years old (bobos/kidults) Secondary target : Oldest teenagers Oldest teenagers 25-35 years Executives

Main target : Executives

Heart target: People between 25 and 35 years old (bobos/kidults)

Secondary target : Oldest teenagers

THE OBJECTIVES Cognitive : impose the ZADIG&VOLTAIRE style by stressing on the up-market glam rock: to wear Zadig&Voltaire it is not only trendy but also smart Emotional : give to the consumers the envy to offer itself this controversal luxury Conatives : push the consumer reaction, to become aware that Zadig&Voltaire is a new idea of the luxury

Cognitive : impose the ZADIG&VOLTAIRE style by stressing on the up-market glam rock: to wear Zadig&Voltaire it is not only trendy but also smart

Emotional : give to the consumers the envy to offer itself this controversal luxury

Conatives : push the consumer reaction, to become aware that Zadig&Voltaire is a new idea of the luxury

 

Principles: Same as Zadig et Voltaire

THE 4 P’s OF ZADIG&VOLTAIRE The Product Mix of glamour and rock’n’roll, sometimes leaving place with the Vintage trend, which connotes beauty, freedom and nostalgia. The Price Average price between 350€ and 500€ for an item. Prices are situated on the average of the market.

The Product

Mix of glamour and rock’n’roll, sometimes leaving place with the Vintage trend, which connotes beauty, freedom and nostalgia.

The Price

Average price between 350€ and 500€ for an item. Prices are situated on the average of the market.

THE 4 P’s OF ZADIG&VOLTAIRE Advertisement Avoid agressive advertisment, we are in the luxury industry. Advertising and communication targeted around special distribution channels. The Placement => Exclusively in Zadig&Voltaire stores. Expension of our distribution network .The purpose in the luxury industry is to make the difference.

Advertisement

Avoid agressive advertisment, we are in the luxury industry. Advertising and communication targeted around special distribution channels.

The Placement

=> Exclusively in Zadig&Voltaire stores. Expension of our distribution network .The purpose in the luxury industry is to make the difference.

Marketing Mix: The Marketing Concept Consumers Marketing Research Marketing Segmentation Product Price Place Promotion Create a global luxury brand Clothes, in between ZV Little and Z et V High : Z et V Luxe Middle : Z et V ZetV’s shops and corners + internet Fit with Z et V image. Be where the targetted consumers are 12 to 25/30 years old. Z et V core consumers style Benchmarking, Surveys, Colette, Internet resources, customer behavior studies, … Affordable luxury, Z et V Luxe

Message Offer a new sensation to the potential customer by breaking the luxury codes. To break a standard arouses more interest around medias. Ex : The « Porno Chic » Meet the new requirements of a most promiscuous generation. Modernize the image of this industry considered as too reserved. Tone: Glam&Rock (as the concept). In a blocked environment a shocking contents insure the message to be heard.

Offer a new sensation to the potential customer by breaking the luxury codes. To break a standard arouses more interest around medias.

Ex : The « Porno Chic »

Meet the new requirements of a most promiscuous generation. Modernize the image of this industry considered as too reserved.

Tone: Glam&Rock (as the concept). In a blocked environment a shocking contents insure the message to be heard.

STRATEGY AND MEDIA SUPPORT MEDIA TV : With our Zadig&Voltaire icon (Pink and George Mickeal) Channel: Luxe TV or Canal+ Horaires: Prime time – Before the daily news and during the advertisement of the movies presented between 21h and 23h. Presse : Advertising in specialized magazines. Poster campaign : in targeted areas (Le marais, St-Michel, Opéra,…)

MEDIA

TV : With our Zadig&Voltaire icon (Pink and George Mickeal)

Channel: Luxe TV or Canal+

Horaires: Prime time – Before the daily news and during the advertisement of the movies presented between 21h and 23h.

Presse : Advertising in specialized magazines.

Poster campaign : in targeted areas (Le marais, St-Michel, Opéra,…)

Stratégie & other Supports : Party : Private party (VIP club, La maison Blanche) Zadig&Voltaire playlist in association with I-Pod. Co-branding : The GlamPod (with Apple)…

Party : Private party (VIP club, La maison Blanche)

Zadig&Voltaire playlist in association with I-Pod.

Co-branding : The GlamPod (with Apple)…

Our message Because each one has his own idea of luxury… The term luxury is trite, that is why Zadig&Voltaire redefine this word according to the customer requirements Neither brake, nor excessiveness to give each customer what he expects from luxury.

Because each one has his own idea of luxury…

The term luxury is trite, that is why Zadig&Voltaire redefine this word according to the customer requirements

Neither brake, nor excessiveness to give each customer what he expects from luxury.

Communication Objectives: - Be present in all media - Publicize the whole range of Zadig and Voltaire - strengthen the rock and roll image of Zadig and Voltaire -Publicize the collection 'Glam Rock' of Zadig and Voltaire General cost (estimate): - communication agency: 20 000 € - (Top) models: 30 000 €

Budget and targets Costs : 16M€ for the last year exercise. With the raising of raw materials and costs in general we expect that costs will be equal to 18M€ next year. Profit : Sales = 37M€ Expectation = 15 to 20% to cover our costs and to finance our global expension Profit = 4,2M€ - 25% will be reinvested for our expension. Financing = a part of benefits, preferential credit, capital gain obtained by financial products (Z&V holding)

Costs :

16M€ for the last year exercise.

With the raising of raw materials and costs in general we expect that costs will be equal to 18M€ next year.

Profit :

Sales = 37M€

Expectation = 15 to 20% to cover our costs and to finance our global expension

Profit = 4,2M€ - 25% will be reinvested for our expension.

Financing = a part of benefits, preferential credit, capital gain obtained by financial products (Z&V holding)

Implementation         Summer campaign       Advertisement on the place of sale       Launching campaing       Arrangement of stores - Set up of the specific sensorial marketing               Buzz marketing and direct marketing   Advance launching campain July 09 June 09 May 09 April 09 March 09 February 09 January 09 December 09  

Marketing research To know better Z et V clients Facebook, forums, tchats, … Collaborative websites and blogs on luxury Trends agencies Systematic specialized press review Customers surveys Sales forces surveys Etc…

To know better Z et V clients

Facebook, forums, tchats, …

Collaborative websites and blogs on luxury

Trends agencies

Systematic specialized press review

Customers surveys

Sales forces surveys

Etc…

Marketing Controle Customers satisfaction surveys Marketing audit : product lines Marketing segmentation Marketing budget

Customers satisfaction surveys

Marketing audit :

product lines

Marketing segmentation

Marketing budget

Conclusion The goal is to propose customers a complete range, The Glam Rock Collection has to fit naturally with the Zadig et Voltaire « Rock and Roll » spirit It has to lead its customers to the others products of the brand

The goal is to propose customers a complete range,

The Glam Rock Collection has to fit naturally with the Zadig et Voltaire « Rock and Roll » spirit

It has to lead its customers to the others products of the brand

Realised by Julien BOULHEL And Vincent BOGAERS Musics: Air – Talkie Walkie Cardigans : lovefool Pictures : From the website of Zadig et Voltaire And by Vincent Professor Jean-Pierre LALANNE ESG / European MBA 27/11/2008 Please, if you have any question, feel free to ask.

Realised by

Julien BOULHEL

And

Vincent BOGAERS

Musics:

Air – Talkie Walkie

Cardigans : lovefool

Pictures :

From the website of Zadig et Voltaire

And by Vincent

Professor

Jean-Pierre LALANNE

ESG / European MBA

27/11/2008

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