Transcript
“FEMININE”‘SCENT STRAIGHT FROM HEAVEN’
Type : Floral; feminine fine fragranceLabel : FemininePrice range : Rs. 2000- Rs.20,000
Perfume industry is emerging in fact, the Annual global perfume industry sales revenueIs around $27.5 billion.
TAG LINE
‘A WOMEN’S PERFUME TELLS MORE ABOUT HER THAN HER HANDWRITING.’
PERFUME INDUSTRY
Segmentation
Demographic Segmentation Age and life-cycle-18-30 years
old, working singles or working married women.
Gender-woman. Income-high disposable income
to buy high brands(Rs. 60,000 and above)
Psychographic Segmentation Lifestyle-classic but yet
adventurous. Personality-charming and
elegant.
Geographical segmentation : Paris , Milan , Tokyo, U.S.A(New York), India.
Reason being Milan, is the second most populous city in Italy and was fashionCapital and has urban area 5th large in Europe.Tokyo, is also most populous and metropolitan area in the world and people withHigh disposable income are there.India is also emerging in fashion industry and people are looking forward to buying Perfumes as it is a way to pamper women.
Primary target-18-30 years old , single and married working women. As 18 and above
Women who work full time are far the heaviest users of fragrance and are most
valuable groups for the fragnance industry.
Secondary target- young men buying perfume as a gift on occasion for their girlfriends
or wives.
TARGETING
BEHAVIOURAL
Behavioral segmentation
Occasion Segmentation-men buying perfume as a gift;
User status-ex-users ,potential users, and regular users;
Loyalty status-highly and potentially loyal customers
Feminine-use normal perfume daily Feminineon occasions
PROMOTIONPromotion-Fashion Shows, celebrities ,launching events , TV(fashion tv)
magazines(Elle, Vogue), Times of India.
Social network : Facebook , Twitter.
Also to loyal customers a trip to paris to join a party like a ‘beauty gathering’
including celebrities at the perfume house.
By keeping a celebrity for endorsements.
Add campaigns.
Providing discount on women’s day, and birthday of the customers.
Public Relations-special events,blogs,forum,website,media relations
POSITIONING
Positioning Attributes-
In the Femine fragnance advert, the voiceover says ‘I’m a fool to want you’ suggesting that the attributes for the product are romance and power as the woman is in control. Price would be expensive but luxurious in quality.. Product class is the differentiation of Feminine perfume from other perfumes, in that it is classic and timeless .Finally, the emotion in the advert is of seduction, lust, passion and a feeling of beauty.
Retailing will be done through brand’s showroom .
E -marketing
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