With the raising of raw materials and costs in general we expect that costs will be equal to 18M€ next year. Ĭommunication 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 €īudget and targets Costs : 16M€ for the last year exercise. 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. Stratégie & other Supports : Party : Private party (VIP club, La maison Blanche) Zadig&Voltaire playlist in association with I-Pod. Poster campaign : in targeted areas (Le marais, St-Michel, Opéra,…) Presse : Advertising in specialized magazines.
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#ZADIG AND VOLTAIR TV#
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.
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In a blocked environment a shocking contents insure the message to be heard. Modernize the image of this industry considered as too reserved. Ex : The « Porno Chic » Meet the new requirements of a most promiscuous generation. To break a standard arouses more interest around medias. Message Offer a new sensation to the potential customer by breaking the luxury codes. Z et V core consumers style Benchmarking, Surveys, Colette, Internet resources, customer behavior studies, ... Affordable luxury, Z et V Luxe Be where the targetted consumers are 12 to 25/30 years old. 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. The purpose in the luxury industry is to make the difference. The Placement => Exclusively in Zadig&Voltaire stores. Advertising and communication targeted around special distribution channels. THE 4 P’s OF ZADIG&VOLTAIRE Advertisement Avoid agressive advertisment, we are in the luxury industry. Prices are situated on the average of the market. The Price Average price between 350€ and 500€ for an item. 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 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 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 With the luxury industry imposing its codes, are they able to manage this challenge? 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. The brand propose a new style in the luxury industry. PROBLEMATIQUE In 1996 a new luxury brand is created « ZADIG&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
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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 Īdvantages 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 Methodology Primary data Secondary data Surveys Visiting Zadig et Voltaire’s shops Packaging Clients Workers and managers Why The four Ps Marketing strategies used Specific communication Agenda Buzz Marketing SWOT analysis Perpectives II. Why do we chose Zadig and Voltaire Luxury brand Marketing trends Bobos / kidults Introduction