6. MARKETING PLAN
6.2. C OMMUNICATION POLICY
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Both are very common food in French bars, and the average price for customer is around 8€ for dry sausages and 15€ for planchas. This can be explained by the price of charcuterie meat and also because French people are willing to pay more this kind of typical French food.
To conclude this part on the pricing policy, we can notice that all the pricing has been conducted after a quick study of current local prices of food and beverages in Nantes. This is a mean to first, stay realistic in the pricing of goods and services to be sure the business will be profitable and also to bring prices in line with competitors to remain attractive.
In the same way, our targets will have different expectations on prices as they may be students or young professionals. Hence, it is relevant to provide different product ranges of beverages.
Consequently, the most expensive beers and wines are expected to be bought by executives whereas common beers or wines will be mainly bought by students.
In addition, sale below cost is forbidden in France, therefore, even if we want to attract new clients in our Karaoke bar, we cannot set prices below the cost of raw materials or transformed goods. This also explain the pricing positioning of “En-chanté”.
Finally, as the concept of an Asian style Karaoke bar in Nantes is revolutionary, there is no doubt that the main challenges at the beginning of the venture, will be to develop the visibility and brand name of the bar in Nantes, as well as create a new habit for city-dwellers. This highlights how important is the communication plan before opening the bar.
Both beverage and food pricing strategies will be applicable to Karaoke customers (1st and 2nd floors) as well as bar customers (ground floor), who will enjoy a welcoming bar with many products with some extra events with live bands during some weekends.
6.2. Communication policy
As we said before, the targeted population is composed of two groups:
- French and international students (18-25years old) - Young and dynamic executives (25-35 years old)
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Therefore, the communication policy must be well shaped to those two groups in order to be the most efficient.
There will be a lot of emphasis on communication actions to attract the first customers, enter the market and then and become “the place to be” in Nantes for song lovers.
6.2.1. Social media
As the targeted customers are young, the communication on social media will be determinant for the success of “En-chanté”. This chart is a striking example of how much social media are widespread among French population.
Indeed, the penetration rate of social media among our targeted customers is nearly 90%. That means that 90% of the population aged between 18 and 35 years old is using frequently social media. This astonishing figure highlights how important it is to be present on social media such as Facebook, and Instagram: the two of the three mainly used social networks in France (Source:
Digital Agency tiz.fr).
Figure 7: Penetration rate of social media in French society by age Source: www.statistica.fr
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Our strategy on Facebook, will be to have a fan page to communicate accurately and thoroughly and promote our Karaoke bar. To do so, Alexis de Cagny the owner of the bar has the experience of creating Facebook pages from previous projects in his business school. Facebook Pages are also a mean to contact a business nowadays, especially with the development of chatbots.
The most important thing is to share the Facebook page in accurate private groups, because people will get a notification and will look at the Karaoke bar page, and also share publicly from Alexis’ Facebook profile.
Facebook can be a strong asset if “En-chanté” uses it well. For instance, as an Alumni from Audencia Business School, Alexis de Cagny is a member of many professional Facebook groups in Nantes and groups with current and former students of Audencia (Audencia Careers, Audencia Business School, Admis Audencia 2018…). Therefore, sharing the page of “En-chanté” bar is those groups could help to aim directly the two core targets: students and young professionals living in Nantes. The network of Audencia Alumni in Nantes is very well-developed with recurrent formal and informal meetings between students and young professionals. This will be a strong asset for “En-chanté” to rely on.
On Instagram, the account will share photos of the bar, the food and some extract of some singers if they agree to be broadcasted on social media. Instagram is the currently more dynamic social network. The Instagram account will be, evidently, public, as it will appear in Nantes stories, and in the popular account around me. Instagram is more and more popular among young people (97% of French users are aged from 18 to 25 years old) and they have the advantage to have grown with this social media, thus they will automatically check the Instagram account. One interesting feature of Instagram is also the use of hashtags that bring together photos and videos which makes it possible for users to easily find and see them on the social media.
“En-chanté” focuses only on those two social media, Facebook and Instagram, because they are the most relevant online means to reach the targeted potential customers. To be as widest as possible, all posts on social media will be translated in English: we want to adopt an inclusive approach of the market as the concept is very innovative and as international student will be a huge part of our customers.
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Being proactive on social media is also a mean to get reviews from customers and therefore, to improve the quality of customer service, and ensure a top-rated service.
6.2.2. Website
The second communication channel will be the website of “En-chanté”. The website will be based on the philosophy of being user-friendly and enticing, using high-design pictures and colours. Evidently, photos of the bar and extracts of the song repertoire will be available online.
Furthermore, the website will contain all the practical information such as the location, the prices, the opening hours, a presentation of the owner and the bartender etc. The customers will also be able to read the history of creation, the philosophy of the bar and other key information that legitimate the Karaoke bar. Also, customers will be able to book directly online Karaoke rooms and look the availability of each room. It will be a strong mean for us to make the experience of “En-chanté” more comfortable for customers.
The website will also be linked to social media, showing URL, to encourage people to follow us on all our channels.
To encourage the venue of international students, the website will be translated in English and some discographies and biographies of essential French and international artists. It will be an interesting mean to promote famous French and international singers and more widely, to promote culture. The manager, Alexis de Cagny, will have the necessary knowledge to translate information in English, and run the website, thanks to the help of some relatives who are website designers.
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Another channel of communication will be some flyers available in our Karaoke bars as well as distributed in the streets: faculties, school entrance, hotels, start-up events, open-working areas… Flyers will also be available in our local suppliers shops or factories. Likewise, as “En-chanté” wants to promote CSR in the city of Nantes, flyers will be displayed in public administration to explain our social project.
The flyers will contain our Facebook Page, URL website and Instagram account as well as the logo of “En-chanté”, to have the broadest coverage possible.
The estimated dimensions of flyers is: A6 (841mm x 1189mm).
6.2.4. Radio and newspapers
In Nantes, daily local newspaper such as Direct Matin Nantes and 20 Minutes Nantes are available at every tramway stops all over town, and almost every student or executive read them at least once a week, when they take public transportation. Therefore, they represent an consequent channel of communication for small businesses and using them in an efficient way could be beneficial to “En-chanté”, presenting it as a innovative experience of leisure.
Therefore, an announcement of the opening of the bar could be placed in those newspapers and some punctual ads could help to be renamed in Nantes.
In the same way, local radios such as France Bleu Loire Océan, AlterNantes, or Sun FM could casually broadcast small ads, in exchange of small discount in our Karaoke bar for instance.
They might even interview some customers who would have already experienced singing in private rooms inside “En-chanté”.