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    Bandi Pradeep Nancy Sharma Siv Sagar Saha: - Assured Vigour and Liveliness

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    Nancy Sharma
    The marketing heads of a perfume manufacturing company propose expanding their product line to meet changing consumer needs. They present ideas to management including launching new fragrance collections, celebrity scents, and non-alcoholic perfumes targeted at different genders, seasons, and occasions. Market research findings on consumer preferences and a proposed budget are also outlined.

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    Bandi Pradeep Nancy Sharma Siv Sagar Saha: - Assured Vigour and Liveliness

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    Nancy Sharma
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    The marketing heads of a perfume manufacturing company propose expanding their product line to meet changing consumer needs. They present ideas to management including launching new fragrance collections, celebrity scents, and non-alcoholic perfumes targeted at different genders, seasons, and occasions. Market research findings on consumer preferences and a proposed budget are also outlined.

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    The marketing heads of a perfume manufacturing company propose expanding their product line to meet changing consumer needs. They present ideas to management including launching new fragrance collections, celebrity scents, and non-alcoholic perfumes targeted at different genders, seasons, and occasions. Market research findings on consumer preferences and a proposed budget are also outlined.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    29 views29 pages

    Bandi Pradeep Nancy Sharma Siv Sagar Saha: - Assured Vigour and Liveliness

    Uploaded by

    Nancy Sharma
    The marketing heads of a perfume manufacturing company propose expanding their product line to meet changing consumer needs. They present ideas to management including launching new fragrance collections, celebrity scents, and non-alcoholic perfumes targeted at different genders, seasons, and occasions. Market research findings on consumer preferences and a proposed budget are also outlined.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 29

    -assured vigour and liveliness

    Bandi Pradeep Nancy Sharma Siv Sagar Saha

    We work as the marketing heads of a company manufacturing perfumes. In order to meet the ever-changing needs of the consumers, we feel that our company needs to broaden its range of product offerings. Here, we propose our ideas to the management.

    CASE

    Established in 1994, subsidiary of lan LifeStyle Based in Germany, employing a workforce of approximately 4800 Operating in 73 countries worldwide with more than 986 points of sale Revenue 1.3 billion Sales increased by 10% in the first quarter of 2012

    lan - Company Profile

    To cross 26 billion by 2015 Driven by


    consumer urbanization higher spending propensity heightened importance of personal appearance and grooming

    Projected annual growth rate of over 8.0%

    Global Perfume Industry

    OLFACTORY Aromatic Floral Woody Fresh Oriental

    SEASON/DAYNIGHT Winter Summer Spring Fall Day Night

    GENDER Male Female Unisex

    Classification

    Aromatic

    Floral

    Woody

    Silver Mountain Water


    Tabarome Love in Black

    Spring Flower
    Royal Scottish Lavender lan Just Different

    Aquatic
    Windsor Green Irish Tweed

    *These are the top three performers in each group.

    lans Current Offering

    Customization
    Celebrity Fragrance launches slow-down More fragrance collections for men Increased demand for floral and exotic fragrances

    Current Trends

    Fragrance collections Premium Market Pink Pepper fragrance - Hot trend Despite the current decline of global economies, consumers are leaning towards even more exotic scents and fine fragrances Non-alcoholic perfume

    Current Trends

    Impulse Buying Foil pouch samples - preferred Perfume as a gift Fragrance club Word of mouth

    Purchase Decision Making

    362 cities across the world Size: 43852 (Male: 51% Female: 49%)
    10-25 26-35 35 and above

    MALE

    5928

    10033

    6843

    FEMALE

    7156

    8840

    5053

    Market Research - Sample

    Reasons for switching to a different perfume


    Change of mood (71%) Special occasion (54%) Change of season (28%) Friends recommendation (16%) Popularity of scent (10%) No particular reason (15%)

    Market Research - Survey

    While buying,
    53% tried a new brand 47% bought their favourite brand

    What are consumers looking for in a perfume


    Long lasting scent (Male: 84% Female: 79%) Makes me feel attractive (esp. under-25s) Makes me feel sexy (esp. 25-49s) Changes or enhances my mood

    Fragrance Propensities
    Trend towards fresh, clean, flowery, fruity, citrus Trend away from marine, herbal, musky, woody Under-18 prefer citrus notes

    Under-25 prefer fruity and flowery notes


    35 and above like musky notes

    Pure perfumes are very popular amongst matured New generation attracted to conventional perfumes just because of its packaging. Islam prohibits alcohol. Skin care Market growing at the rate of 11%

    Non-alcoholic Perfumes

    Perfume is much more than just a scent!

    Aromatherapy Impact on visual perception and congruence effect Anti-depressant (Pink Pepper) Anti-aging perception (Pink Grapefruit) Anti-microbial (Tea Tree)

    *Based on the study conducted by International Institute of Fragrance Research (IIFR), California, 2009

    Psychographic segmentation
    Lifestyle Personality Each perfume has its own characteristics. Personality is related to self expression, which reflects brand choice.

    Market Segmentation

    Behavioural segmentation
    Occasion Loyalty Status

    Within the perfume industry the aim is to cater to the emotional need of customers :
    Love Confidence Elegance

    Long lasting The Ultimate Expression

    lan: Positioning

    Oriental Men

    Fresh

    Floral --

    Imperial Jade Power Dynamic

    Women Unveil

    lan Lyra Mien White Winter Flower lan Iced White

    Unisex

    The Infidels Tribute

    --

    Candide

    *(1- 3 oz)

    Proposed Products

    Men Women Unisex

    Natural Series (1 oz 1.5 oz) Musk lan Pink Grapefruit(Anti-aging perception) lan Cherry Blossom lan Pink Pepper (Anti-depressant)

    Non-alcoholic perfumes

    3% 30% 28%

    39%

    Processing Packaging Marketing Promotion

    Estimated Budget for the project ( millions) Marketing : 11-12 Promotion: 8-9 Packaging: 7-8 Processing: 1-2

    Costing and Pricing

    Product

    Price

    Imperial Jade Power Dynamic Unveil lan Lyra Mien


    White Winter Flower

    47

    22 36

    43
    40 38 27

    lan Iced White

    Product Pricing

    The Infidels Tribute Candide

    72 50 36

    Musk lan Pink Grapefruit(Anti-aging perception) lan Cherry Blossom (Antidepressant) lan Pink Pepper

    55

    81
    70 72

    Non-alcoholic Product

    Redesigning Bottles

    Sample of new products with old ones


    Foil pouch samples with magazines (1/6 oz) Ads Online shopping and dating sites Banner ads

    Promotion

    Jean Paul Swiss

    Lorenzo Viloresi
    Fragrantica

    Competitors

    Market Share(%)
    8 7 6 5 4 3 5.98 7

    4.37
    3.89

    Market Share(%)

    2
    1 0 1.32 0.08 1995 1998

    2.01

    2001

    2004

    2007

    2010 2013-15

    Projected Market Share 2013-15

    THANKYOU

    Q&A

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