PROMOTION OPPORTUNITY ANALYSIS

COMMUNICATION MARKET ANALYSIS :-

(COMPETITIVE ANALYSIS) :-

The major competitors in high-end perfume division in India are:

PERFUME NAME PRICE PERFUME
SPRAY

Dream angel halo Rs. 5690 Into the blue
Rs.7876
Diamonds & rubies Rs. 6594 Intution
Rs.6789
Eau de guerlain Rs. 5498
Elizabeth arden Rs. 11567
Escada signature Rs. 7678
Gaultier 2 Rs. 7665
Guerlain Rs. 6765
In2u Rs. 5678


COMMUNICATION TACTICS AND STRATEGIES OF COMPETITORS :-
To attract royal customers towards their high end branded perIume, Iirstly they used
real celebrities, iI any one perIume is on the name oI celebrity and then in India they
normally uses Indian celebrity, but personality will be same as perIume attributes,
because in India there is one good marketing option is that Indians bought those
products very Iast, in which they saws their Iavorite celebrities. And the other
marketing strategy is that with current customers they introduce new perIumes Ior
their new customers, i.e. to attract young customers, because they are now cash cow
and Iashion oriented guys. Another strategy oI marketing is that they represent their
adds in that way, that women`s wants to attract gents Ior may be love or Ior sex. So
aIter seeing sexual ads and sensual appeal adds, it is IorceIul strategy to Iorce them to
buy their perIumes now. Then they publish their ads in Magazines, billboards,
postures and celebrity and models opinion regarding their perIume and spokesperson.
The advertisement 'Her kiss, her smile, her perIume created Ior the perIume 'Chanel
n5 is very captivating and curious to analyze. Indeed, it looks like a movie where
the well-known actress is Nicole Kidman.
All photographs around her surprise the actress. The video is now in black and white
in order to contrast with the Iirst stage. She runs and seems elusive in a pink dress
with Ieathers like a bird. A Ilash and panics Irighten her. The scandal exposes. Nicole
Kidman disappears in a taxi and takes Ilight with a Ioreign and unknown man. The
consumers are exciting because is surprising and quite risky. Finally, she takes reIuge
in his apartment. The moment oI the kiss arrives; then, it is very intensive, romantic
and sensual because the man is sexy and represents virility. Fireworks displays behind
provoke surprise. At dawn, aIter this special night oI love, she leaves. The man is
alone on the brand board and liIe continues as beIore. Nicole Kidman appears,
innocent, Ieminine and mysterious on the red carpet, Ilooded with photographs. She
looks back his love and smiles. When she leaves, we can see the logo 'Chanel n5 in
diamonds, representing beauty and luxe.
The Chanel`s target is a woman who dreams to become Iamous or to live that sort oI
exciting story with a beautiIul young man. Chanel understood that women need to
identiIy with the Iamous woman. The ad created like a movie permits women to Ieel
excited by the product. It is a sale strategy because they want to buy this perIume to
Ieel love and beautiIul at the same time and look like to Nicole Kidman. Having this
perIume, it is like to go to the unknown and escape to the daily liIe. Nicole Kidman
represents beauty, Ieminity and sensuality. Chanel knows marketing strategies to sell
its perIume with originality. That`s why this company is well known all over the
world.
All over the world, perIume is considered as a luxury product. Moreover, it represents
elegance, Ieminity and love. Gaultier 2 , according to their unique advertisement
process. Firstly they made their own new site, it displays all range oI their products
and each and every customers can get their products whole inIormation very easily
with price. Another big advantage oI the Burberry site is its video streaming Iacility.
Through this tool visitors can view clips oI Burberry runway shows and seasonal
collections during their visits. And it is also on Facebook, twitter and other social
network site to attract new customers and their competitor`s customers. And they do
advertisements in T.V channels, Fashion Blogs and through their spokesperson.

According to the secondary data collected by me Irom media search and diIIerent
survey...

(1) OPPORTUNITY ANALYSES:
There are several opportunities oI my high-end perIume those are not in other
competitor`s perIume. As Indian image is not in International brands oI perIumes but
in ETERNAL brand, it shows Indian image and culture, which is helpIul Ior
customers to better understand that perIume very closely and customers want to buy
ETERNAL perIume. And we are also launching the transIormational Iorm oI
ATTRA`, which we were used at ancient time. But other Ioreign brands are doing
this, so this is also one opportunity Ior us.
There are opportunities to build relationships using a slightly diIIerent marketing
approach, as we are using Indian celebrity in our ad, so by this every customer will be
able to relate with this perIume and able to match their personality and perIume
personality. And we would also show that how ATTRA is now convert in perIume
and there is no use-to-use Deo instead perIume.
There are opportunities that are not being pursued by our competitors, as Indian
culture in their brands and packaging and Labeling. But in Our brand we are using
royal Vintage bottle same as ATTRA and Indian art on that and attractive logo, which
would be IorceIul Ior customers to see our brand among competitors. And we are also
doing Indian packaging.
Now in the next opportunity oI our products is that, are the beneIits oI our products
being clearly articulated? So in the answer we should say that Yes, because Iirst it is
related with ATTRA, second it is providing Ireshness, long lasting Iragrance, escape
Irom body odor than our competitors perIume.

(2) TARGET MARKET ANALYSIS:
Our target market wants many beneIits Irom the our perIume, as high end royal
customers, and they wants that iI they are using and buying most expensive perIume,
that means it should be Ior long duration and helpIul Ior them to pull in their Iriends
and colleagues to ask them, that what perIume you are using? And they say that its
Iragrance is superb. So Ior that we are providing them beneIits as Freshness double
than our competitors perIume by use Indian Ilowers and attributes and technology,
long lasting Iragrance as Ior day and night both, and escape Irom body odor Ior long
duration, pleasure, Iantasy, Iashionable and glamour among other people.
Now to reach Ior each our target market, we would go through Advertisements in
liIestyle magazines, Malls, Fashion shows, OIIicial Website, Social networking sites
and spokesperson and celebrity interviews on Eternal perIume.
Our perIume Appeal is SENSUAL appeal, which would be capable to pull royal high
customers. And it works Ior our target market.

(3) CUSTOMER ANALYSIS:
There are three types oI customers:
Current Company Customer: There is no one is company`s current customer, because
our perIume is new in market.
The Competitors Customer: To attract our competitors customers, is our USP-
Modernized version oI ATTAR Iragrance. Because Attar was highly Iamous in
overall world due to its Iragrance. So iI I m introducing new perIume same as attar
and Indian packaging, it is IorceIul Ior competitors customers to pull them towards
our new Indian royal high-end perIume to buy.
Potential Customers: AIter seeing Indian packaging, Indian celebrity, and Attar in
new modern Iorm in big malls and retail outlets, customers who currently do not
purchase the product but may become interested will buy our perIume.

(4) MARKET SEGMENTATION STRATEGY:
In market segmentation strategy, we are using tactics, which gives support to our
communication marketing strategy, is Special Product Packages and Labeling. Which
would be Iacilitative Ior us to attract new customers as well as competitor`s
customers, IdentiIies the best set oI customers, ClariIies marketing objectives
associated with speciIic target markets and Allows Ior more precise communications
budgeting. And as our perIume is high-end perIume Ior high-end customers, so we are
launching this in Metro cities, high-income customers and well educated people.

(5) IMC OB1ECTIVE:
Our IMC objective is to spread awareness about values and how one perIume consists
Indian culture when it is high-end perIume, and show that how one modernized
version oI Attar can attract royal customers, with their Indian packaging and
advertisement.