Emma Silen, Willa Hahn, Sage Ratner, Hannah Biehn

Charlie Perfume

CONTENTS

1 BACKGROUND

2 COMPETITIVE ANALYSIS

4 NEW BOTTLE DESIGN

5 TARGET AUDIENCE

6 TARGET MARKET PROFILES

7 REPOSITIONING

8 CONSUMER PROMOTIONS

9 TRADE PROMOTIONS

10 SALES FORCE PROMOTIONS

11 BRAND AMBASSADOR

12 PRODUCT PLACEMENT

1 3 ADVERTISEMENT REVEAL

14 BUDGET

15 MEET THE TEAM

BACKGROUND

Revlon launched Charlie in 1973 as a way to compete with Estee Lauder’s Estee fragrance. It remained a fairly popular fragrance from the 70s to early 2000s, even launch-ing several different versions of Charlie for both men and women such as Charlie Pink, Blue, and Silver, and being featured on popular talk shows like Oprah. In its heyday, Charlie featured top models like Naomi Sims and Cindy Crawford in its advertisements and was a huge competitor in the fragrance industry. However, Charlie has since fallen into the back-ground and sales have fallen.

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COMPETITIVEANALYSIS

Charlie wins in both price & convenience, but still isn’t out-selling its biggest com-petitor Bath and Body Works. With our rebranding and redesign, we believe we can ele-vate Charlie’s sales to that of this competitor.

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COMPETITIVEANALYSIS

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BOTTLE DESIGN

We redesigned Charlie’s packaging to appeal to a newer generation of users. The styling of the new bottle is classic yet modern. The new Charlie logo for the bottle is an updated touch which will attract younger customers.

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TARGETAUDIENCE

Primary Target Group: 18-34 year old womenThis demographic generally has less money to spend on fashion and beauty products, but still wants to look and smell great on a budget. Charlie is the perfect fragrance for this demographic because it is affordable but smells like a much more expensive or luxury per-fume, and with our redesign we think it will appeal to this target group much more.

Secondary: 35-60 year old womenWhile this demographic tends to have more disposable to spend on fashion and beauty products, with the current economy women are still trying to save in any way they can. Charlie will appeal to those in this demographic who do not have as much money to spend on luxury goods like perfume. It may also appeal to the older part of our demo-graphic who remember the original Charlie and will buy it to remind them of their youth.

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TARGETMARKET PROFILES

Phoebe is a 20-year-old sophomore at Ithaca College studying journalism with hopes of working at a magazine like Cosmopolitan or Elle someday. She loves all things fashion and beauty, but struggles to balance this with her college budget. She uses Charlie because it makes her feel beautiful and sophisticated but doesn’t break the bank.

Tiana is a 36 year old single, working mother of two. As she is only a boutique store manager, she is on a tight budget however still wants to look and feel her best. Tiana uses Charlie per-fume to make her feel beautiful and confident without paying the price. It also brings out the sexy side in her to go out there on the weekends and find a new man.

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REPOSITIONINGCHARLIE

SUMMARYCharlie Perfume was launched by the design house of Revlon in 1973. It is classified as a feminine, sharp, flowery fragrance that possesses a blend of rose, oakmoss, and sandal-wood. Currently, Charlie has many loyal but older customers, 60 years of age and above, that have been purchasing the perfume for over 20 years. Based on online reviews, many people were purchasing the scent for their mother or their grandmother. Many people online expressed interest in how great the scent smelled and that it was a romantic and soothing floral scent. The majority of online reviews commented how outdated the pack-aging was.

In order to bring this brand back to life, it must be repositioned to attract a new audience. To attract this new audience Charlie will redesign the perfume bottle and packaging and appeal to younger consumers with a popular celebrity brand ambassador who embodies Charlie’s values of class and beauty.

To compliment Charlie’s new image we will include a new tagline - “For Every Woman.” This new tagline represents the inclusive and positive body image that Charlie will pro-mote. Charlie will still embody its original values and that is that all women can be beauti-ful in a classy way.

MOVING FORWARDCharlie’s new target market will include women ages 18-34 as the primary target market and the new customers and women ages 45-64 as the secondary market who are known as the loyal customers.

The brand is currently received as a “throwback” fragrance for people to buy for older relatives What differentiates Charlie from it’s competitors is that Charlie is classified as a sharp, flowery fragrance. Charlie’s current reputation as a romantic and soothing floral scent will benefit the brand. Charlie is perceived by loyal customers as a mature perfume that never used sexism to promote the fragrance.

We plan to use this point of differentiation to appeal to women who are maturing and getting ready to enter the workforce, or have already entered the workforce. Unlike other fragrances that use intricate packaging or sexism in commercials, Charlie will maintain its mature reputation. Women who are reaching college and professional ages in their lives are looking for a mature fragrance that will still make them feel beautiful but also empow-ered.

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CONSUMERPROMOTIONS

In order to successfully reintroduce the Charlie brand, we are offering various consumer promotions to motivate con-sumers to buy the perfume. As our target audience is 18-34, this age range spends a large amount of their time online. In order to grasp the attention of these consum-ers, we will offer coupons. These coupons will be distributed on our in-store displays with a QR code as well as in select mag-azines that will be scanned with a mobile device. This will eliminate the troubles of having to remember a piece of paper. Since 60% of of purchase decisions are made in retail stores, electronic coupons will drive point of purchase sales. These 15% off coupons will be displayed in Target only as there are 1,799 stores across the nation.

As for our second consumer promotion, we will be placing advertisements with our brand ambassador, Selena Gomez and new bottle design, in relevant magazines. These adver-tisements will be in Cosmopolitan, People, Elle, and InStyle as these magazines fit our target market demographics. There will also be a 15% off coupon on the bottom of each advertisement of each issue for a year.

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TRADEPROMOTIONS

For trade promotions, we plan to have customized pop-up booths at beauty and wellness trade shows. There will be Charlie Perfume white wrapping around the booth with “Char-lie - For Every Woman” in gold font. Included in the pop-up booth will be a wax figure of Selena Gomez, the brand ambassador, for shock effect and to attract investors as Charlie is considered a dying brand. Retailers are often hesitant to invest their time and money into an unsuccessful brand due to risk of failure. In order to encourage the purchasing of Charlie, on top of the shock effect of the pop-up booth, we will offer a rebate to buyers. When retailers purchase a large quantity of Charlie, 50 cases or more per year, the compa-ny will receive a check for 10% rebate. The retailer will mail in a receipt in order to receive a check for 10% of what was sold. We think this will be effective as we are planning on placing Charlie in bigger retailers who are more inclined to take a risk on a newly intro-duced product but need that extra push to get them to actually purchase the product.

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SALES FORCEPROMOTIONS

In order to motivate Charlie’s sales representatives, it is necessary to establish a sales force promotion. Sales representatives need an incentive to drive a sale, especially with a dying brand like Charlie, one that is unlikely to provide them with a huge commission percentage if slow product adoption is to hinder sales. An all inclusive trip to the Cayman Islands for two sales representatives and guests of their choice. These two sales represen-tatives will have the top sales for the force at the end of the fiscal year.

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BRANDAMBASSADOR

For the brand ambassador, we chose Selena Gomez who is an actress, singer and fashion designer. We feel that Selena embodies the values that Charlie has held since the original launch of the fragrance. Selena is a classy, strong, and scandal-free young woman who can relate to our younger target audience and who has gained respect from our older target audience. Selena identifies with our slogan “For every woman” - she represents a positive body image and a real and attainable version of beauty.

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PRODUCTPLACEMENT

Charlie will be pitched to Modern Family as an episode idea. Sofia Vergara who is known as “Gloria” on the show and Julie Bowen who is known as “Claire” on the show don’t have a lot in common. The main idea behind the story line would be that Claire is asking Sofia for advice on how to feel more pretty on a day-to-day basis and how to be sexy for her husband, Phil. Claire turns to Gloria for advice after Gloria walks into the family kitchen with her hair blown out and Claire notices how good Gloria smells. Gloria will tell Claire that the first thing she does every single morning is put on Charlie perfume. Claire will appear shocked by this because she already uses Charlie perfume. The two will bond because of this and both be shown running to the local store to purchase a few bottles of the perfume. The idea behind the episode will relate to the new slogan of the perfume and that Charlie is “for every woman” no matter what.

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ADVERTISEMENT

Selena Gomez, Charlie’s new brand ambassador, will be the face of a magazine advertise-ment placed in several magazines including: Cosmopolitan, Elle, People, and InStyle. The bottle mock-up featured in this advertisement will be improved, but we felt that this was the most realistic version to present and to receive feedback from the client to finalize the ad. Enlarged on the bottom of the ad is the coupon with the QR code for the 15% dis-count.

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BUDGET

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MEET THE team

Sage Ratner is a se-nior Integrated Market-ing Communications major with a minor in Nutrition. After gradu-ation, I hope to pursue a career in corporate communications

Hannah biehn is a se-nior Integrated Marketing Communications major with a focus on Fashion, Public Relations, and Event Planning. After graduation, she plans to pursue a career in the cor-porate events field.

Willa Hahn is a junior Integrated Marketing Communications major at Ithaca College, as well as a pageant queen and world-renowned hog caller. After graduation, she plans to pursue a career in broadcast journalism or political communications, but for right now she’s pretty content trying to be-come your next Miss America.

Emma Silen is a senior Integrated Marketing Commu-nications major. She enjoys dairy prod-ucts and most ma-jor types of breads. After graduation, she would like to become a creative director or a princess. More of her design work can be found at emma-rosesilen.wordpress.com.

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