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The marketing strategy for a new product, in this case, a perfume.
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Annual global perfume industry sales revenue $27.5 billion
Annual US perfume industry sales revenue $ 5.2 billion
No. of perfume brands in US department stores in 2002
756
Percent of celebrity perfume brands priced at over $75
1%
Percent of designer perfume brands priced at over $75
46 %
Percentage of american women who use perfume 87%
Percent of fragrance market held by Coty Inc 13%
Some Statistics
Nothing
Is more
memorable
then a S “Diane Ackerman”
MELL
INTRODUCTION Product: ‘Perfume’
Name: effacer
Manufactures: Zarman Perfumery
effaCerbY ZarmanEau de Parfum
100ml
effaCerbY Zarman
Eau de Parfum
Effacer Women
Effacer Men
Ingredients
Alcohol Denat 10%
Aqua 32%
Fragrance 13%
Acrylates 12%
Alpha Isomethyl 3%
Citral 9%
Geraniol 14%
Hydroxycitronellal 2%
OBJECTIVES/GOALS
Zarman Perfumery is an artisan perfume house dedicated to the art of natural perfumery and continuously producing quality products.
To Become leading luxury brand in perfume market.
To provide customers with full satisfaction
CURRENT MARKET SITUATION
Increase in usage
Lack of luxury Perfumes
Innovation
Uniqueness
TARGET MARKETOur aim is to attract customers from
Elite & Top Middle Class
Celebrities
People between 25 to 60
Different products for male & female
Worldwide Availability
KEY FEATURES
The Design
Unique Aroma
Elegance
Distinctiveness
DISTRIBUTION PLAN Warehouse in USA, UK and China Selected Distributors Online Store Factory outlet
26%
18%7%29%
20%
Shares
FiremenichGivaudanIFFSymriseOther
MARKETING MIX
THE PRODUCT
Effacer 100ml (men)Effacer 150ml(Men)Navigator 100ml (women)Navigator 150ml(women)
MARKETING MIXPlace
• Zarman perfumery is associated with various
distributors to maximize the products’ availability.
The company is planning to develop its own
distribution system in near future.
THE PROMOTION• Zarman perfumery has a strong brand portfolio of
fine brands and is planning to invests heavily in
building awareness through above-the-line media. Media
Glossy magazines: Vogue
website www.zarmanpurfumery.com
MARKETING MIX
THE PRICEEffacer Perfumes Price range in GBP (may vary depending on distribution channel).product Volume Price ( US
$)
Effacer men 100 ml $50
Effacer men 150ml $70
Effacer women 100ml $54
Effacer women 150ml $72
S.W.O.T ANALYSIS Strengths
Brand Name
Availability
On- line stores
Green Policy
High pricing
New to Perfume industry
Lack of Warehouses
Not enough stock for large orders
Weaknesses
Strong campaign using celebrities.
Special Offers
Plenty of room for innovation
Opportunities
Growing competition
Short product lifecycle.
Economic situation
Threats
Positioning Our competitors Product class Product quality Gender Symbolization (Advertisement)
PRODUCT STRATEGY
Design
Quality
DISTRIBUTION STRATEGY
No. of Sold out Goods
Distribution According to demand
Contracts with sellers
DISTRIBUTION STRATEGY
E Campaigns
Media Campaigns
Advertisements
CONCLUSION We aim to prove to be a promising
company regarding quality and providing the best fragnances as recommended by our experts.
We aim to market this product on a large scale so that its sale could reach a peak level in the market.
We assure the best quality of this product so that its sale could contribute to the repute of our firm.
Effecar is a new & unique perfume designed by Zarman perfumery, which is a subsidiary of Zarman Co.
Zarman Co. is involved in many businesses , from real estate to hardware production and from electronics to cosmetics.
Zarman perfumery's’ aim is attract the customers by giving superior quality and luxury.
Summary