Free marketing plan sample by marketing plan now: www.marketingplannow.com. A plan of The Cotton Club, France

2. 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

3. 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.
Marketing Plan - Cotton Club: Market Development Strategy 3

4. 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
Marketing Plan - Cotton Club: Market Development Strategy 4

5.  1.2.1. The Cotton Club is acting in the
entertainment and event market
 1.2.2. Level of competitiveness of the market:
The level of competitiveness of the event market
is in the middle range (3,9 out of 10)
Marketing Plan - Cotton Club: Market Development Strategy 5

6.  1.3.1. Direct competitors: Manhattan, Quartier
Latin, Amphie
 1.3.2. Critical Success Factors (CSF): music, price
of drinks, employees, design
 Most important CSF: location
Marketing Plan - Cotton Club: Market Development Strategy 6

7.  1.4.1. 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)
 1.4.2. Segmentation by demographic attributes:
 Age: between 18 and 25 years old
 Job: students
 Income: between 400 and 600 Euro
 Gender: men and women
Marketing Plan - Cotton Club: Market Development Strategy 7

8.  1.5.1. 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%).
 1.5.1. 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).
Marketing Plan - Cotton Club: Market Development Strategy 8

9.  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
Marketing Plan - Cotton Club: Market Development Strategy 9

10. 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
Marketing Plan - Cotton Club: Market Development Strategy 10

11. 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
Marketing Plan - Cotton Club: Market Development Strategy 11

12. Quality of service Price
2.3 ) Offer
Physical 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.
Distribution Marketing Communication
Promotion
Direct Mail Sales Promotion
Internet
Advertise in newspaper, flyers, or in firms
2.4) SWOT
S W
O To adapt our quality of service Small size, but we can easily change the design,
to the new market. and people attract people so even if there is not a
lot of people the place looks overcrowded.
T Competitors can copy our The place is not easy to find, so we have to spend
event. So we can create a a lot of money in advertising to make people
loyalty program. over 30 aware of the location
Marketing Plan - Cotton Club: Market Development Strategy 12

13. 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)
= € 105000
Marketing Plan - Cotton Club: Market Development Strategy 13

14.  3.1. Main cooperative bodies:
 Suit stores (Hugo Boss, Kenzo)
 Audi  see annex 9
 Golf club in Troyes
 Travel agency  see annex 9
3.2. Developing new offer:
We want to develop a new flyer slogans for our
advertising campaign (“Older is better”
comparing with a bottle of whiskey).
Marketing Plan - Cotton Club: Market Development Strategy 14

15.  3.3. Marketing promotion:
 3.3.1. 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.
 3.3.2. 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.
Marketing Plan - Cotton Club: Market Development Strategy 15

16.  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.
 3.5. Action plan chart: see annex 7
 3.6. Marketing yearly budget: see annex 8
Marketing Plan - Cotton Club: Market Development Strategy 16

17.  4.1. Control bodies:
We would recommend to organize marketing
meetings twice a year together with our
accountant and lawyer.
 4.2. Control tools:
We want to distribute questionnaires for our
customers in the internet to check the customer
satisfaction.
 4.3. 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.
Marketing Plan - Cotton Club: Market Development Strategy 17

18. Poster for the new event
for people over 30.
Marketing Plan - Cotton Club: Market Development Strategy 18

19. Marketing Plan - Cotton Club: Market Development Strategy 19

20. Good
quality of 4
drink Manhattan Cotton
Club
Amphie
3
Modern
1 2 3 4
Music
2
1
Marketing Plan - Cotton Club: Market Development Strategy 20

21. Good
quality of 4
drink Cotton
Club
Manhattan
Amphie
3
Central
1 2 3 4
Position
2
1
Marketing Plan - Cotton Club: Market Development Strategy 21

22. Central
position 4 Amphie
Manhattan Cotton
Club
3
Modern
1 2 3 4
Music
2
1
Marketing Plan - Cotton Club: Market Development Strategy 22

23. Central
Position 4
Amphie
Manhattan Cotton
Club
3
Modern
1 2 3 4
Music
2
1
Marketing Plan - Cotton Club: Market Development Strategy 23

24. Good
Cotton
quality of 4 Club
drink
3
Amphie
Manhattan
Modern
1 2 3 4
Music
2
1
Marketing Plan - Cotton Club: Market Development Strategy 24

25. Good
quality of 4
Cotton
Club
drink
Manhattan
Amphie
3
Central
1 2 3 4
Position
2
1
Marketing Plan - Cotton Club: Market Development Strategy 25

26. # What? When? Who? How Much?
1 testing the one study consultant 10 000
market (study of
the market)
2 promotion plan twice a month Marketing Manager 20 000
3 christmas party 23th of december 8000
CEO
4 valentine's day 14th of febuary 8000
CEO
Budget: 46 000
Marketing Plan - Cotton Club: Market Development Strategy 26

27. Budget :
Expenses : year 1 year 2 year 3
promotion 20 000 15 000 10 000
furnitures 250 300 350
labour force 2000 (2waitresses) 3000 (3) 4000 (4)
DJ 1500 (1DJ) 1501 (1DJ) 1502 (1DJ)
Stock (alchool) 3500 6000 9000
total : 27250 25801 24852
using notority these figures are going to decrease each year.
making bigger event each years so more expenses on small funitures
Marketing Plan - Cotton Club: Market Development Strategy 27

28. 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.
Marketing Plan - Cotton Club: Market Development Strategy 28