EUPHORIA'A bouquet of abstract

flowers with an indefinable femininity.'

Digesh Shah

THE STP MARKETING PROCESS(SEGMENTING, TARGETING, POSITIONING)

SEGMENTING CONSUMER GEOGRAPHIC SEGMENTATION: Metros. DEMOGRAPHIC SEGMENTATION: Rich Women. PSYCHOGRAPHIC SEGMENTATION:

Based on Lifestyle: Luxurious. Based on Personality: Ambitious.

BEHAVIORAL SEGMENTATION: Based on Occasions: Special Occasions. Based on Benefits: Quality.

MARKET TARGETING SINGLE SEGMENT SPECIALIZATION:

Rich women residing in metros.

POSITIONING The task of positioning is to deliver a

central idea about a company or an offering to the target market.

STRATEGIES:To strengthen its own current position in the

consumer’s mind.To grab an unoccupied position.To build a USP(Unique Selling Proposition)

viz. quality.

4P’S OF MARKETING MIX

Product Promotion Price Place

PRODUCT Groovy: Deep, spiritual, earthy and sensual with notes of wild crafted

Madagascan Mandravasarota Leaf, Canadian Black Spruce, French Grand Fir, Croatian Juniper Berry, French Cypress Leaf and Croatian Lavender Bud.

Summer of Love: Gorgeous, sexy and seductive floral with Indian Jasmine, Madagascan Ylang Ylang, African Vanilla Bean, Moroccan Rose and light notes of Chinese Litsea Cubeba and Tunisian Orange Blossom. Simply irresistible.

Spring: Light, sweet, feminine floral with wild French honey bee extract and organic Indian Jasmine.

Psychedelic: Sensual, lush, mysterious and romantic with extracts of organic Madagascan vanilla bean, Madagascan ginger root

and organic sweet orange peel. Flower Child: Light, airy and sweet floral with Albanian Orris

Root, Bulgarian Rose, Turkish Rose, Madagascan Rose Geranium and Croatian Lavender Flower.

PROMOTIONCelebrity Endorsed Perfumes

Mariah Carey, Luscious Pink, £19.49 Celine Dion, Enchanting, £9.99 Christina Aguilera, Inspire, £18.49 J-Lo, Deseo, £14.99 Jade Goody, Controversial, £18.99 Kate Moss, Velvet Hour, £19.99 Kylie Minogue, Sexy Darling, £24.99 Katie Price, Besotted, £17.45 Nicole Kidman, Chanel No5 ,

£100 for 15ml of perfume

PRICE Groovy- Rs. 1750/- Summer of Love- Rs. 1850/- Spring- Rs. 1999/- Psychedelic- Rs. 2250/- Flower Child- Rs. 2499/-

(All bottles would be of 150 ml)

PLACE (DISTRIBUTION CHANNELS) Head-offices in each metros

Distributors

Malls, Gift Shops, Beauty Parlors & Perfume Shops.

MARKETING Giving Samples & demo’s of the

product. Advertising in Newspapers, TV

Channels, distributing pamphlets & hoardings.

PACKAGING The packaging would be

done in ravishing semi-transparent box with the company logo on the front of it.

TOP 5 COMPETITORS

1)Chanel No52)Woods Of Winds3)Jo Malone White

Jasmine & Mint Cologne4)Yardley English Rose5)Gucci Rush

OPPORTUNITIES AND DIFFICULTIES Beauty industry rakes in $32 billion annually with

fragrances as the top sellers. The biggest factor driving the industry is the profit

margin, which can be as much as 95 per cent. Worldwide market demand increases 5% annually. Starting out as a fragrance maker might sound

intimidating because the competitors are those high-end designers and celebrities. However, since this business continues to grow at 5% annually, there will always be a place for a new fragrance creator.

Annual expenditure: Perfumes $15 billion

Thank You!!