New product marketing (perfume)

The marketing strategy for a new product, in this case, a perfume.

1. 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

2. N othing Is more memorable then a S “Diane Ackerman” MELL

3. Introduction P roduct : ‘Perfume’ N ame : effacer M anufactures: Z arman Perfumery effaCer bY Zarman Eau de Parfum 100ml effaCer bY Zarman Eau de Parfum Effacer Women Effacer Men

4. Ingredients Alcohol Denat 10% Aqua 32% Fragrance 13% Acrylates 12% Alpha Isomethyl 3% Citral 9% Geraniol 14% Hydroxycitronellal 2%

5. 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

6. Current market situation Increase in usage Lack of luxury Perfumes Innovation Uniqueness

7. Target market Our aim is to attract customers from Elite & Top Middle Class Celebrities People between 25 to 60 Different products for male & female Worldwide Availability

8. Key features The Design Unique Aroma Elegance Distinctiveness

9. Distribution plan Warehouse in USA, UK and China Selected Distributors Online Store Factory outlet

10. Marketing Mix THE PRODUCT Effacer 100ml (men) Effacer 150ml(Men) Navigator 100ml (women) Navigator 150ml(women)

11. Marketing mix Place 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

12. Marketing Mix THE PRICE Effacer 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

13. S.W.O.T Analysis Strengths Brand Name Availability On- line stores Green Policy

14. High pricing New to Perfume industry Lack of Warehouses Not enough stock for large orders Weaknesses

15. Strong campaign using celebrities. Special Offers Plenty of room for innovation Opportunities

16. Growing competition Short product lifecycle. Economic situation Threats

17. Positioning Our competitors Product class Product quality Gender Symbolization (Advertisement)

18. Product strategy Design Quality

19. Distribution Strategy No. of Sold out Goods Distribution According to demand Contracts with sellers

20. Distribution strategy E Campaigns M edia Campaigns A dvertisements

21. 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.

22. 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