French Mousse: the People in an Urban Area - Research Paper Example

 SWOT Analysis The target market for French Mousse is the people in urban area who prefer to spend on food. The main strength of French mousse is its cost. It is moderately cheap to purchase and thus affordable by many consumers. The other strengths are its rich taste and easy availability. The French Mousse is delicate, fresh and wonderful dessert which is prepared with traditional French ingredients and it can be available at any gourmet restaurants and corner cafes. Customer will never be disappointed in finding French Mousse. The main weakness of French Mousse is its calorie. It is avoided by many young and aged people who are quite health conscious and don’t prefer food having calories. However, there are opportunities for French Mousse in the sense that, if the people of France accept it and the product becomes success in food market, then it can expand in other areas besides France. The biggest threat of French Mousse is the consumer spending on food. People of France had shown less interest in spending money on food and beverages, besides there is a probability that certain retailer can sell fake French Mousse in market. This can negatively affect the willingness to purchase French Mousse. Sales Promotion Advertising The advertising through television in France had shown good record. According to statistics of 2005, France spent total 1208.23 Euros for food advertising through television. Thus, advertising through television will be beneficial for French Mousse to promote their products because it is the most preferable advertising technique for food promotion. Advertising Media Television Newspaper Magazine Outdoor Radio Cinema Expenditure (Million Euros) 1208.23 12.37 113.5 21.68 61.83 2.58 Source: (EACA, “EU Advertising Spend Statistics”). Source: (EACA, “EU Advertising Spend Statistics”). The advertising for French Mousse will be shown on one popular channels of France which is “TF1”. TF1 possess the largest audience share in France which was accounted as 23.1% in 2011 (Médiamétrie, “Médiamat Weekly”). For television advertising 30 second’s time will be purchased at 8 PM in TF1 at Sunday. The cost of one advertisement in TF1 is 550000 FFR. The advertisement of French Mousse will be shown once in a week for three weeks. Therefore, the budget for advertisement in TF1 channel will be 550000 × 3 = 1650000 FFR = 369383 USD (approximately) (SBG Companies Limited, “Tf1 Had 52 Mln FFR Ad Receipts for World Cup Final”). Magazine & Newspaper The magazine contributes second highest portion for advertising in France. The French Mousse product will be shown on the monthly magazine of France for example in ‘France Magazine’. It can increase the awareness of the French Mousse. The reason for choosing this magazine is that it has good audience of about 75,000 readers. The cost for one advertisement in the “France Magazine” is 4500 USD. French Mousse will be shown in this magazine for about 3 times in a year which will cost 4500 × 3 = 13500 USD (Gaebler Ventures, “France Magazine - Magazine Advertising Costs”). Newspaper is another popular advertising media of France which can contribute to significant brand awareness. For advertising of French Mousse the “France-Amerique - NY – Newspaper” is chosen. The ad for French Mousse will be shown once in a week for four weeks. The cost for advertising is 23 USD per advertisement. So the budget for newspaper advertisement for French Mousse is calculated as 23 × 4 = 92 USD (Gaebler Ventures, “France-Amerique - NY - Newspaper Advertising Costs”) Radio Advertising For advertising French Mousse radio will be used as third medium. The reason for choosing radio as promotional media is that it offers the opportunity to make big splash around an area. Since French Mousse will enter in France, thus the most cost effective method to promote French Mousse will be through radio. One radio station had been chosen for advertising in France which is France Inter. The estimated cost of radio advertising is estimated as 2376 USD in a year. Business – To – Consumer Promotion Sampling at Store Sampling is the major type of business–to–consumer promotion used for many products. For promotion of French Mousse, sampling method will be used. The different retailers will be provided the samples of the product i.e. French Mousse. If they prefer the product then they will gladly sell the French Mousse in their respective cafés or restaurants. If the product is successful in certain cafés or restaurants, then it can influence the other retailers to keep French Mousse in their stock. For example, in ‘Brittany’ of France total 5000 samples will be provided in various restaurants, cafes and others for brand promotion. Total cost of free sample in Brittany is estimated as 5000 × 2.10 (estimated production cost of French Mousse) = 10500 USD. The samples will be given in around 20 places in France. Therefore, the budget for sampling will be 10500 × 20 = 210000 USD in the first year. Internet Advertising French Mousse product will be advertised through website as well. The primary role of using internet as advertising medium is enhancement of retail operation of French Mousse. The product will be shown on an e–commerce site which allows visitors to purchase the product on the web. The customer can also learn about how to buy the product online and the features or ingredients of the product. The reason for using internet advertising is that France had shown remarkable growth in online advertising. In the year 2007, France was placed in fourth place on spending in online advertising (Leggatt, “France Emerging as One of Europe's Leading Online Advertisers”). The advertising of French Mousse will be shown on two popular websites, one is ‘Yahoo’ and another one is ‘Facebook’. The reason for choosing ‘Yahoo’ is that it is one of the popular websites, and is frequently visited by target consumers as well as majority of people use Yahoo for email purposes, thus they have a familiarity with the site. The cost of advertising in Yahoo is 249 USD per month. The advertisement of French Mousse will be shown for about five months which make the budget for advertising in Yahoo as 249 × 5 = 1245 USD (Y-Times Publications, “Advertising Rates”). On the other hand Facebook is known as one of the popular social networking websites in the world. Therefore, it will be beneficial for French Mousse to provide advertisement in Facebook to make brand awareness among customers. The cost for advertising on Facebook is 0.20 USD per click (Marketing Minefield, “The Cost of Advertising on Social Networks”). The advertising in Facebook for French Mousse will be allocated for 1 month in a year and it will cost approximately 5000 USD in a year if almost 25000 views click on French Mousse. Sales Promotion Sales promotion is essential in the advertising of French Mousse because it is a new and innovative product. For promoting French Mousse the customers will be provided to experience the product with least effort. It will develop a conversant and consumer friendly sales force. The French Mousse will be provided as free samples in certain cafes, restaurants and retailer stores. The customer will be provided any type of enquiry related to French Mousse. Free gifts will be given to customers to entice and influence them to buy and know about the product. The gift will be given in the form of cash card with French Mousse. There will be cash prize of 20 USD, 100 USD and 200 USD for providing free gift to customers. Total 20000 gifts will be distributed for French Mousse and the proportion of 20, 100 and 200 USD will be 5: 3: 2. The total budgeted amount for free gift will be 200000 + 600000 + 800000 = 1600000 USD. Publicity The goal of promoting and advertising the French Mousse is to increase product publicity and make the product available in supermarket, restaurants, cafes, convenience stores, food shops as much as possible throughout France. The objectives of publicity are to build product awareness, creating interest and providing information about product. This can stimulate the demand for French Mousse and highlight the brand. The publicity of French Mousse will be created through television advertisement, internet advertisements and business–to-consumer promotion. The promotional plan will reach to the target market of France who is not so health conscious and couples with having children. By organizing commercial advertisement on television and internet the French Mousse will reach its target market. The efficient and customer friendly sales force will help to maintain good relationship with the target market. For promoting new French Mousse a launch party will be organized at ‘St. Tropez’ of France. In the launching party free samples will be provided to advertise the new products to the potential customer. The free samples will be provided to approximately 2500 people to advertise the French Mousse which will cost almost 2500 × 2.10 = 5250 USD . References EACA. “EU Advertising Spend Statistics”. April 25, 2011. European Association of Communication Agencies, 2005. Gaebler Ventures. “France Magazine - Magazine Advertising Costs”. For Entrepreneurs, 2011. Gaebler Ventures. “France-Amerique - NY - Newspaper Advertising Costs”. April 25, 2011. For Entrepreneurs, 2011. Leggatt, Helen. “France Emerging As One of Europe's Leading Online Advertisers”. April 25, 2011. Biz Report, 2007. Médiamétrie. “Médiamat Weekly”. April 25, 2011. Press Release, 2011. Marketing Minefield. “The Cost of Advertising on Social Networks”. April 25, 2011. Internet Marketing, 2007. SBG Companies Limited. “Tf1 Had 52 Mln FFR Ad Receipts for World Cup Final”. April 25, 2011. Sport Business, 2001. Y-Times Publications. “Advertising Rates”. April 25, 2011. Yahoo Store Development, 2011. Read More