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New product marketing (perfume)

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

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New product marketing (perfume)

  1. 1. Some Statistics 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%
  2. 2. N othing Is more memorable S MELL then a “Diane Ackerman”
  3. 3. Product: „Perfume‟  Name: effacer  Manufactures: Zarman Perfumery  Effacer Effacer Men Women effaCer bY Zarman Eau de Parfum effaCer bY Zarman Eau de Parfum 100ml
  4. 4. Ingredients Alcohol Denat 10% Aqua 32% Fragrance 13% Acrylates 12% Alpha Isomethyl 3% Citral 9% Geraniol 14% Hydroxycitronellal 2%
  5. 5. 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. 6. Our aim is to attract customers from  Elite & Top Middle Class  Celebrities  People between 25 to 60  Different products for male & female  Worldwide Availability
  7. 7.  The Design  Unique Aroma  Elegance  Distinctiveness
  8. 8.  Warehouse in USA, UK and China  Selected Distributors  Online Store  Factory outlet
  9. 9. Shares 20% 26% 18% 29% 7% Firemenich Givaudan IFF Symrise Other
  10. 10. THE PRODUCT Effacer 100ml (men) Effacer 150ml(Men) Navigator 100ml (women) Navigator 150ml(women)
  11. 11. 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. 12. 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. 13. Strengths  Brand Name  Availability  On- line stores  Green Policy
  14. 14. Weaknesses  High pricing  New to Perfume industry  Lack of Warehouses  Not enough stock for large orders
  15. 15. Opportunities  Strong campaign using celebrities.  Special Offers  Plenty of room for innovation
  16. 16. Threats  Growing competition  Short product lifecycle.  Economic situation
  17. 17. Positioning  Our competitors  Product class  Product quality  Gender Symbolization (Advertisement)
  18. 18.  Design  Quality
  19. 19.  No. of Sold out Goods  Distribution  Contracts According to demand with sellers
  20. 20.    E M A Campaigns edia Campaigns dvertisements
  21. 21.  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. 22. Summary  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.

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