Marketing Management

We are at the end of AIU Brainstorming conference has been going over all of the elements necessary for a Marketing Plan. Within this marketing plan we will discuss all topics which include their Objectives and Mission Statement, Customer Targets, Competitor Targets, Product/ Service Features, Core Strategy, Marketing Mix (Communication and Promotion), prices, Product Policy, Channels of Distribution, and Customer Relationship Management.

Objectives and Mission statement

Our mission is to meet and exceed our customer's expectations by delivering superior service and exceptional value through fashionable quality merchandise and motivated, friendly employees who perform with pride and dedication.

The short term objectives are to launch fragrance into the market by August 2005 and to have 100% of distribution outlets stocking the good within the first 2 months - in order to increase awareness of the product amongst the target market, it is important to follow up the initial launch of the female fragrance with continuing advertising.

Launch female fragrance placing focus on customer feedback. This will provide information on usage, channels of distribution and impact on the brand. Has the image of a solely manly brand been diminished or does attention need to be more focused on this goal.

Launch a men's fragrance based on the essence of the female product. This objective will only be put in action of feedback is positive on the female fragrance. A men's fragrance will be considered after a minimum of 6 months retail on the female fragrance.

Customer Targets

The total market, is that of the female fragrance one, within which there has been vastly varying sales performance. Whereas, according to a number of marketing surveys this actual market as a whole has been in decline, there is one segment which has managed to buck the trend, growing year on year far quicker than any other. This segment is the teen to mid twenties one.

The team has decided that since few fragrances have been specifically marketed towards this age group, despite sales continuing to rise considerably year on year, we should specifically target females between 16-21 years. Within the total market therefore, this is the segment, which we shall seek to as it were 'reach out to.' We are however as a team acutely aware that people who do not fit into this category may purchase the product, either for someone who fits this bill, perhaps as a gift, or even for their own personal use. This would clearly be a bonus either way.

Competitors Targets

Through the use of market research in the form of three separate focus groups, the following competitors have been identified in relation to Calvin Klein and the target market aimed at. The following table shows these competitors and the price of their products. What differentiate this product from the other competitors is discuss under product features and service.

Brand 50ml 75ml 100ml

Rush -Gucci Ј24 Ј45 N/A

Ralph - Ralph Lauren Ј25 N/A Ј34

She/Elle - Emporio Armani Ј29.50 N/A Ј44.50

Addict - Christian Dior Ј34 N/A Ј55

Chance - Chanel Ј28 N/A Ј38

Coco Mademoiselle - Chanel Ј34 N/A Ј49.99

Tommy Girl - Hilfiger Ј24.99 N/A Ј34.99

Product features

Our perfume will provide a gap in the market that has not been found with many competing brands that are targeting the youth segment. Calvin Klein themselves have not produced enough variety for the youth market, which we feel they need to extend.

This product is therefore distinguished from the competition, first because it is the first Calvin Klein fragrance to target the youth market, and secondly because there is very little direct competition currently.

AMAZING will be unique in that the product will be at a price the consumers of this age group will be able to afford, but still retain Calvin Klein's name as one of the leading brands in the luxury industry. Our product AMAZING with its unique fragrance, packaging and exclusive marketing will allow us to compete for the youth market of today, with the use of Calvin Klein's brand name.

Our perfume brand proposition is to allow for female consumers in their late teens to be able to purchase a perfume that will be fresh, young and vibrant and give them confidence as a young independent person. This perfume will also be distinctive, chic, stylish, and utterly modern.

The key differentiators were the name, bottle design, advertising campaign and packaging, which made AMAZING better than it's competitors, it can be argued that this is because this product is designed in a way which is 'eye-catching' to the target market and thus in terms of appearance including bottle design, name and packaging AMAZING is deemed to be successful.

AMAZING, has been designed to have a fresh, clean yet sweet scent, a scent which appeals to most young females aged 16-21, a scent which is not strong or overpowering, yet a young fresh scent with a hint of sweetness, out-doing competitors fragrance such as Chanel Chance which is not as appealing to the target market due to the stronger scent, which has been commonly associated with an older age group.

The bottle design of AMAZING, the new fragrance by Calvin Klein, is deigned to be of a long, narrow rectangular see-through plastic, with a pink colored liquid fragrance, and bold metallic silver branding of AMAZING coming vertically down from middle to bottom of the side, on one side of the bottle, and from top to middle on the other side representing a unique design. The Amazing, pink colored liquid fragrance, that represents the feminine touch, and the bold metallic silver branding, which represents the theme of power, danger and passion, an affect, which the fragrance is intended to have.

The packaging is designed to be of the same shape, and design of the bottle, yet with shimmer silver color all over and bold black branding of AMAZING.

Core Strategy

Our core strategy will be to introduce new fragrance to the young teenage market. Since there is no company that target this specific age group 16-21. Promoting a fragrance for the teenage will be appreciated and have a good smell.

Our core