Marketing Plan for Perfume J'Adore, by Dior

Perfume advertisements, both in magazines and in television, involve selling more than just the scent. It taps into the human psyche and tries to sell the perfume by linking the brand with desirable ideas such as femininity, masculinity, love, passion, etc. Perfume advertisement usually tries to appeal to the other senses. It usually tries to sell sex by advertising with a beautiful and sexy model or a celebrity in a desirable location. Advertisers employ attractive people and use sex to grab attention and stimulate desire. Perfume advertisements evoke fantasy and offer a life

PetSmart is one of the largest specialty pet retailers of service and solutions for the lifetime of pets. More than 1008 stores are open in the United States and Canada that provide pet foods and supplies that are priced reasonably. PetSmart provides all types of services for pets including pet training, pet grooming, pet boarding and adoption services. In addition to providing impressive value PetSmart has the broadest, deepest product range in the industry, including thousands of products exclusive only to PetSmart. Every year PetSmart takes care of the grooming for hundreds of thousands of pets in what PetSmart calls its PetSmart Salons. These animals are groomed and pampered by stylist who have

Victoria’s Secret goal is to increase its profits by 10% and also to maintain and gain customers’ loyalty and their satisfaction. Company’s main goal is to maintain existing customers and gain new ones. Victoria’s Secret is very profitable and well-known brand all over the world and especially in US. Therefore, by launching this new line, Victoria’s Secret does not necessarily aims for enormous increase in profitability but increase in customer-company relationships.

Chanel is one of the most prominent fashion brands, their cosmetic line is one that follows the brands positioning in the market, due to this it associated with being high end and luxury. This positioning has been influenced by the associations that consumers make between the brand and the founder Coco Chanel as well as drawing associations from haute-couture fashion as well as aligning the brand with the likes of the fashion scene (Chanel 2013). This brand has been positioned to exude luxury, perfection and quality and with associated high prices and simplistic but sophisticated packaging this has enabled the brand to be positioned as a high-end luxury brand (Chanel 2013).

Many great fashion designers have entered the market of fragrance (Chanel, Lanvin, Givenchy, Yves Saint‐Laurent, Balenciaga …). After that, the speakers of the cosmetic market launched their own perfumes (Yves Saint Laurent, Estee Lauder) and finally, the family brands made their entry on the market (L’Oreal, Procter & Gamble, Unilever…). These

Perfume advertisements are made to illustrate an atmosphere and personality for a scent that you cannot smell. In the Daisy Trio by Marc Jacobs perfume advertisement femininity, purity, and youthfulness are used to create a persona for the classic daisy scent. In the airy meadows of the countryside on a sunny summer afternoon the director, Sofia Coppola illustrates the idea that being young is sexy and desirable through the elements included in the commercial. The clothing, makeup, body language, and camera techniques are used to sell the Daisy perfume, but also, youth and desire.

Advertisers, especially fragrance advertisers stick to a ‘house style’ and because of these similarities we have expectations of what they will include. The advert I have chosen is Estee Lauder perfume, which features Kendall Jenner. Some of the features we expect on fragrance adverts are glamour, beauty and attractiveness to be shown. It is very common for advertisers to use well-known celebrity such as Kendall Jenner. It is a technique to get people looking at the advert because audiences admire celebrities, success and importantly ‘beauty’. If a ‘normal’ ‘everyday’ woman were to be used for adverts then it would catch less attention, as they are not known and the product would sell less because people assume, if celebrities use the

Los Angeles-based perfumer Lisa Hoffman embraces every facet of life into her creative process, from the everyday to the adventurous. With a rich background in fragrance—including education in Grasse, France with the world's most esteemed perfumers—she has seamlessly assimilated traditional fine fragrance into the lifestyle of the contemporary woman to create a brand that's unique and wearable. Each scent in Lisa’s diverse fragrance line has been crafted to capture the essence of her favorite destinations from around the world to effortlessly transport women to places filled with beauty and tranquility.

There has never said to be a more accomplished Parisian couturier in the 20th century other than the one and only, Coco Chanel. Gabrielle "Coco" Chanel started as an average, young girl, born in 1883, in Saumner France. She was raised by a peasant family, but grew up to be a unique fashion designer with a famous brand name. Due to her hard work and talent, Chanel is a great model. She took and idea and ran with it to create famous innovations that women all over the world still love today.

As time progresses, many companies change the style in which they portray their advertisement. In the two Chanel advertisements, one being from 1937 and the other being from 2007, many comparisons and contrasts can be distinguished. Both ads are similar in their look and target audience, while they also have different styles to them. The vintage ad is a more dark and gloomy ad, while the modern ad is a more light and bright advertisement. The target audience of both advertisements is women who want a perfume to make them feel beautiful, and the purpose of both ads is to persuade consumers of why Chanel is the best perfume to purchase. However, the techniques of both advertisements are very different.

Since similar standards for beauty have been created by advertisements have been around for so long, women do not know they have been manipulated and now accept them as true. Because of this, this advertisement’s portrayal of a “beautiful” woman is an effective strategy to convince women to buy the Be Delicious perfume.

There are over 1.1 million men and woman amateur and pro bodybuilders alone in the United States. The IFBB has competitors age ranges from as young as 16 years to as old as 83 within a range categories for competition, The NutiBullet Pro is a necessary tool to assist the competitors in preparing for competitions fulfilling a need for a quick, convenient and easy way for bodybuilders to create their protein shakes, whey smoothies or one of their required 6 to 7 meals a day.

Cacharel fragrance brand was acquired by the L’Oreal group in 1975 (Insead, 2007). L’Oreal is known as a house of diverse corporate and umbrella brands, namely just a few: L’Oreal Paris, Lancome, Cacharel, Giogio Armani, Ralph Lauren and many others. Each of these umbrella brands has below it numerous products brands and line brands. They constitute so-called a multi-brand matrix (Marketing Mastermind, 2008). Cacharel umbrella brand belongs to the Luxury Products Division, one of three divisions of the L’Oreal group, which offers up-market premium products to consumers. Every umbrella brand has established distinct identity, image to focus on different target market, in turn; the Cacharel umbrella itself is perceived as an encompassing combination of prestige, femininity, charm and romanticism. (Kepferer, chapter 11, p292). As a result, Anais Anais was the most responsible for creating Cacharel’s identity by its extraordinary succeed. In the shoes of Katsachnias, we have been encoding the Cacharel brand identity in some extends, whether it helps to revitalize the brand at its crisis? We continuously perceive this insight in the next question.

This is illustrated in the first advertisment, for Chanel No.5 perfume. The classic, sophisticated design immediately sets the tone for the advert and for the type of audience it has been aimed at. Chanel is an icon of the 21st century and its image needs to be preserved by attracting new customers.

We have chosen to build our strategy upon a focused strategy, since it allows a much more narrow approach towards the market segment. In this case we have chosen focused differentiation.