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MARKETING PLAN 2010

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û France Telecom since January 1991

û Director: Didier Lombard

û In 2000, Orange becomes the keybrand of France Telecom

û Internationally, the brand isassociated with:- Mobile phones & phones- Internet- Televisions

û Store of Nancy:- Total Surface: 364m² of which 282m² is the sales floor (77%).- 2nd shop of France, behind that of Paris Champs-Elysées.- Customer visits: between 3 500 and 4 000 per week

with peak of 7 500 towards year-end. - 25 employees- Manager: Marie Thiel

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Cell phone

Internet

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û Private (not professional)

- with rather lower income

- who rarely use cell phone

- who are using “Mobicarte”

- who are still using phone cards

- Generally teenagers or senior persons

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Price

Quality

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û Collaboration with Bic

û Orange will keep its activities- Phone- Live Box & TV- Contract

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What Who When Comments

Promotion of the product during the summer (in the street, billboards, mailing to travel agencies)

Marketing manager

July-August 2010 To attract tourists

Reducing the price (49€ ->39€) before the start of the school year

Sales manager

01/09/2010Wednesday

To attract people with lower incomes

Promotion on TV before Christmas

Marketing Manager

December 2010 To attract teenagers

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Ressources Usages

Self 302K € (80%) Direct Marketing 113K € (30%)

Indirect Marketing 94K € (25%)

Short-term loan 38K € (10%)Public Relations 76K € (20%)

Advertising 38K € (10%)

Collaboration with Bic 38K € (10%)

Marketing research 19 K € (5%)

Non-alocated funds 38K € (10%)

378K € (100%) 378K € (100%)

Budget: 40% of 945,5 K€ (sales forecast) = 378K€

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