Advertising

Marionnaud has a very developed policy of communication, it employs 8% of its turn over to finance the advertising.
To speak about the strategy of advert of this firm, we can speak about an old advertising campaign. The subject of the campaign was love.

Marionnaud employs several medias of communication as:

• Radio
  
• Billposting (bus, taxi, underground…)
  
• Adverts in magazines
  
• Adverts in the stores
  
• Sponsorship of a magazine of TF1 called “je suis venu vous dire”
  
• Marionnaud employs new technologies : MMS, SMS, web mobile.
  

The company sponsors horse riding, in particular the price of America.

Concerning the actuality, Marionnaud communicates on its promotions for Christmas 2007, the firm uses TV,magazines and billposting.

I think Marionanud has a complete strategy, the firm uses a lot of medias of communication.
The company favours the interaction with the customers.

Finance and scandals

Marionnaud is a very important firm , it’s the leading perfumery chain in France with a market share of 30%.

The company has a strategy of low prices. The company offers its products at the same prices in the spaces in the shopping centres and in the stores in the town centres.

Marionnaud is a profitable company, in 2005 its turn over was 1,136 billions of euros.

But Marionnaud it’s too a scandalous firm, in September 2007, Marcel Frydman the ex chairman was sentenced to breach of trust. Frydman must pay 15 000 euros of fine and several thousands of euros of damages.

He reselled illegally perfume bottles of test of prestigious brands.

Marcel Frydman

In addition to this scandal, the firm was sentenced to vertical agreement about the prices between 1997 and 2000.

These financial scandals can give problems to the company, Marcel Frydman, the founder of the firm was a charismatic chairman and I think these problems can create bad feelings among the employees.
The consumers can be shocked by these scandals. They touch the integrity and the brand image of the company.
I think these problems are bad for the image of all perfumery chain in France because the scandal of 2000 implicated the entire sector of perfumeries and beauty.

But Marionnaud is a strong company, it succeed in creating a unique link with its customers and the firm will overcome these problems.

The products and the loyalty of the customers

Marionnaud sells products for men, women and kids. There are different types of products :

• perfumes
  
  
• make up
  
  
• cares for body, face and hair
  
  
• sun products

Marionnaud has a large supply with 10 000 references and 114 brands.

The products are products of luxury brands. Marionnaud sells only prestigious brands like:

• Chanel

• Bulgari

• Calvin klein

• Giorgio Armani....

The brand has a positioning of high range.

We can say Marionnaud follows the tendencies and the scientific evolutions in the beauty, the firm creates a new range of products with organic cosmetics called “huiles et baumes”.

To understand the strategy of these perfumeries we can talk about the program of loyalty.

Loyalty card :

To gain the loyalty of the customers, Marionnaud offers personalized cards. The card allows to gain points and when the customer has 100 points, he gains a gift token.

The stores give a present to the new customers when they take the loyalty card.

The program of loyalty is a success with 7,7 millions of cards in Europe. The impact is important, a customer with a card buys more in the stores.

These cards create links between the customers and Marionnaud.