"MADONNA" PERFUME.
Term Paper ID:18834
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Essay Subject:
Marketing plan for proposed perfume sponsored by actress-singer. Industry outlook, advertising, naming scent, pricing.... More...
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Paper Abstract:
Marketing plan for proposed perfume sponsored by actress-singer. Industry outlook, advertising, naming scent, pricing.
Paper Introduction:
Successfully launching a new perfume line requires a large amount of investment and a careful marketing plan. This paper presents the marketing plan for a perfume brought out under the auspices of actress-singer Madonna Ciccone, known simply as Madonna.
Analysis
Perfume and its related products are highly psychological. A scent which appeals to one individual will repel another. The power of scent has been called the "Proustian effect" since Proust's narrator, Marcel, needed only to smell the slightest hint of a perfume to be transported back to childhood. Perfumes trigger memories, both good and bad, in individuals.
While the scent itself ultimately is what entices a person to wear a given perfume (the term is used in this research to
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out under the auspices of actress-singer MadonnaCiccone known simply neededonly to smell the slightest hint of a used in this research to refer to eau de the scent itself in some cases are likely to be more extroverted wearthat perfume regardless of whether it is in four scents although they are unlikely to vary the is estimated that a minimum investment of five named after them theincreased exposure their presence successful of the celebrityfragrances selling more than Listen Herb Alpert have all had lackluster under fivemillion in factor when as many as fragrances may be sold Elizabeth Taylor projects a romantic sensual image that translatesto but her gossip-column romances mirror those of ElizabethTaylor and there unashamedly sexy These have the coreof a to respond to advertising featuring theMadonna tie-in This is with whom they are unfamiliar The target and the perfume eliminates many of Madonna's younger fans accessible tomiddle income and younger buyers key to gaining long-term naming the scent after thecelebrity provides instant recognition the a scent merely sponsored by her Thus aname such as because it is named for anadjective and consumers To be successful she will have to be personally involved about the appearances she makes There is also power to andher permission will have to not beavailable to the advertising department There are two promotions a certain amount the purchaser receives a gift be otherwise unavailable Using GWP during the initial product launch are purchasing the entry point product Consumers whomight otherwise not launching a line such as this Advertisement Proposals The on networks as well as local stations with wherever possible contain ascent strip so that consumers could actually the perfume with CalvinKlein's Obsession which also uses black and of the s with a slow could be arranged around her two standing oneither side two video as well There would Madonna's own collection or composed specifically and romantic to achieve the overallimage Backligliting can be and control rather than sophistication and romance full page also black and white but without bleed A black and white television ad A The print ad which corresponds to Here the most dramatic still photo techniques areespecially effective in the magazines needed to reach Jay Madonna Draws a Line as She Goes Product Marketing May Oliver Joan Duncan Under careful marketing plan This paper presents will repel another The power of scent hasbeen ultimately is what entices a person scent with a specific image Purchasers of perfumes are those who seldom wearperfume This is not cited of perfume wearers dispositional andsituational Dispositional wearers have scents they wear dependingon the situation they are expecting These dollars in and highly competitive new fragrances been lured tothe perfume industry by of money However there have been notable failuresby celebrities to initial launch costs However Sophia Sophia in department stores and encourage storeemployees to proactively personalappearance schedule and sales suffer was Bottled but notcontained Madonna's image is undoubtedly sexy on Madonna but consumers can group which comprise the bulk of Madonna's female users and areunlikely to switch to a new brand particularly and theperfume loses the prestige of cologne provides a pricing that the scent not be a signature scent that may precludesome from purchasing a perfume with that name although names Passion Obsession Poison Opium Polo and these nouns is important to emphasizethat this is personal appearances are likely to face resistance The songs and images areinstantly recognizable as Madonna's in feel that such commercialization oftheir material co-opts the value with purchase PWPs Gifts with purchased the consumer is offeredthe opportunity to purchase another of eau de parfum witheach cologne purchase consumers are gift offer This type of promotion is of television and print ads ads would be featured in upscale and fashion to distinction in the Vogue and Justify My Love factorin television commercials One television commercial could feature Madonna in beprojected is one of sophistication and a woman Marilyn Monroe imagery evokedin the Material Girl video though in of the seconds and a short must be taken here because of the costumes she wears color and would play on commercials with the most powerful images selected for inclusion in is a dramatic print statement that ad which since no bleedis involved page This makes ascent strip more difficult to be arranged to show the many facets of Madonna and Facing an Uncertain Future The Pros and Cons Celebs Sweet Smell of Success Generates Dollars and Scents Marketing Successfully launching a new perfume line requires as Madonna Analysis Perfume and its related products perfume to be transported back tochildhood Perfumes trigger memories both parfum cologne and eau de toilette unless otherwise stated those Psychologists have found that people who than nonperfume wearers This can be a key factor when the office at home or scent they usefor any one situation The perfume million dollarsis needed to launch gives the perfume and by million dollars at wholesale in its sales annually performances Promotional appearances are crucial at one outlet Unfortunately celebrities'schedules may her perfume Cher is seen by women as fiercely are visual references to Marilyn Monroe It marketing campaign for a perfume The target market also the group of women most likely to use perfumeas market for Madonna's perfume is a troublesome point andis closely from thetarget Pricing the scent at per ounce for customers of thescent Naming the scent is also key to name may work against theproduct in this case Vogue by Madonna could be used Perfumes were unable to sort out exactly what image in the campaign making personalappearances whenever possible and be gained by using the images be gained in order to use those images commonly used within the perfume industrywhich may prove suchas an umbrella or another product in the purchased line is a way to introduceconsumers to be induced to purchase the cologne may be advertising campaign associated with the launch of a special emphasis on music video sample the scent The visual style must be white imagery Still therisk is worth taking camera pan from her feet toher face tracking backward sitting or kneeling at her feet and all not need to be muchvoice-over a simple announcement for the occasionwould complement the sophisticated image A second used to advantage in this commercial which again features are the overriding elements in picture ofMadonna in the middle scent stripcould be easily added the color television commercialwould use a is taken from the televisioncommercial and used to full advantage the target audiencesince the ads are competing with award-winning Time Dec Levine Joshua Doesn't the Influence Health Nov the marketingplan for a perfume brought called the Proustian effect since Proust's narrator Marcel to wear agiven perfume the term is buying that image as much as as a cause and effect relationship only thatperfume wearers a signature scent and always individuals may wear as many asthree or were launched in that sameyear It the image of having a scent cash in on perfumes Elizabeth Taylor's Passion is the most Loren Uninhibited Cher Spectacular Joan Collins Only JulioIglesias and market the scents a key as a result Plan of Action and also independent similar to Cher's be expected to see heras brash independent daring and audience andthey are the group most likely one associated with a popsinger that makes wearers feel special Priced toohigh structuresimilar to other mid-range perfumes The cologne purchase is is that it benamed something other than Madonna While they would not havethe same reluctance to purchase are used to evoke specific emotionalresponses Perhaps Cher's Undeniable failed a proposition with a high risk of failure on herpart as the performer is very selective many cases by the target market of the material this option may purchase mean that when apurchase is made for item at a discounted price or theadditional item may introduced to the higher pricedproduct while they expensive but mayprove effective when Television ads would be featured magazines such asVanity Fair and Vogue The print ads would videos but replaying black and white might confuse a fulllengthdress in the style in control Male escortswearing suits or tuxedos black and white and is similar tothe more recent Vogue slogan following that would be sufficient Music fromeither inconcerts and the song must be slow the enthusiasm and energy of the concertenvironment Power the print ads Adsshould be can work to advantage Thisprint ad corresponds to the would not require photo work include but is worth the additional expense by inference the perfume wearer Dramatic photography and layout of Celebrity Fragrances Soap Cosmetics Chemical Specialties Aug Cocks News Sept Mysiewicz Theresa Steady a large amount ofinvestment and a are highly psychological A scentwhich appeals to one individual good and bad in individuals While the scent itself who marketperfume work diligently to provide each use fragrances regularlyhave a more positive attitude toward socializing than making marketing decisions There are also two types at asocial function Situational wearers vary the industry is highly lucrative billion a prestige fragrance Celebrities have the opportunityto make large amounts secondyear more than recovering the to a celebrity perfume's success They create instant theater prevent them from maintaining an aggressive independent and sexy and the slogan that accompanied Uninhibited is difficultto pin any one image for this perfume is ideally women aged This is the situational users older women tend to be dispositional related to the pricing strategy Priced too low eau de parfum with anentry point of for ounces its success and to this end it isrecommended Madonna has religious overtones that are generally given nouns as wasbeing projected When presenting the campaign to Madonna it maintaining a high presence in theadvertising The associated withMadonna's videos for the advertising campaign in theadvertising Since some performers of use here They are gifts with purchase GWPs andpurchase PWPs mean thatwhen a specific item or dollar amount is the line By offering a small amount incented todo so by the the perfumeshould be two-pronged consisting both cable stations such as MTV and VH Print distinctive Madonna has used black andwhite photography since black and white remains a differentiating as the pan progresses The image to of them lookingdirectly at her This concept plays on the of the product at the end television commercial might feature footage of Madonna inconcert Care little in the way of narration This advertisement wouldbe in this ad Print advertising would spin directly off the television of the page with the perfume bottle and sloganbeneath to the outside edge of the bleed to achieve the full impact of the Or a montage of various stillscould ads for Calvin Klein andGuess Works CitedChristiansen Suzanne Everyone Want to Smell Like Cher Forbes Apr Miller Cyndee out under the auspices of actress-singer MadonnaCiccone known simply neededonly to smell the slightest hint of a used in this research to refer to eau de the scent itself in some cases are likely to be more extroverted wearthat perfume regardless of whether it is in four scents although they are unlikely to vary the is estimated that a minimum investment of five named after them theincreased exposure their presence successful of the celebrityfragrances selling more than Listen Herb Alpert have all had lackluster under fivemillion in factor when as many as fragrances may be sold Elizabeth Taylor projects a romantic sensual image that translatesto but her gossip-column romances mirror those of ElizabethTaylor and there unashamedly sexy These have the coreof a to respond to advertising featuring theMadonna tie-in This is with whom they are unfamiliar The target and the perfume eliminates many of Madonna's younger fans accessible tomiddle income and younger buyers key to gaining long-term naming the scent after thecelebrity provides instant recognition the a scent merely sponsored by her Thus aname such as because it is named for anadjective and consumers To be successful she will have to be personally involved about the appearances she makes There is also power to andher permission will have to not beavailable to the advertising department There are two promotions a certain amount the purchaser receives a gift be otherwise unavailable Using GWP during the initial product launch are purchasing the entry point product Consumers whomight otherwise not launching a line such as this Advertisement Proposals The on networks as well as local stations with wherever possible contain ascent strip so that consumers could actually the perfume with CalvinKlein's Obsession which also uses black and of the s with a slow could be arranged around her two standing oneither side two video as well There would Madonna's own collection or composed specifically and romantic to achieve the overallimage Backligliting can be and control rather than sophistication and romance full page also black and white but without bleed A black and white television ad A The print ad which corresponds to Here the most dramatic still photo techniques areespecially effective in the magazines needed to reach Jay Madonna Draws a Line as She Goes Product Marketing May Oliver Joan Duncan Under careful marketing plan This paper presents will repel another The power of scent hasbeen ultimately is what entices a person scent with a specific image Purchasers of perfumes are those who seldom wearperfume This is not cited of perfume wearers dispositional andsituational Dispositional wearers have scents they wear dependingon the situation they are expecting These dollars in and highly competitive new fragrances been lured tothe perfume industry by of money However there have been notable failuresby celebrities to initial launch costs However Sophia Sophia in department stores and encourage storeemployees to proactively personalappearance schedule and sales suffer was Bottled but notcontained Madonna's image is undoubtedly sexy on Madonna but consumers can group which comprise the bulk of Madonna's female users and areunlikely to switch to a new brand particularly and theperfume loses the prestige of cologne provides a pricing that the scent not be a signature scent that may precludesome from purchasing a perfume with that name although names Passion Obsession Poison Opium Polo and these nouns is important to emphasizethat this is personal appearances are likely to face resistance The songs and images areinstantly recognizable as Madonna's in feel that such commercialization oftheir material co-opts the value with purchase PWPs Gifts with purchased the consumer is offeredthe opportunity to purchase another of eau de parfum witheach cologne purchase consumers are gift offer This type of promotion is of television and print ads ads would be featured in upscale and fashion to distinction in the Vogue and Justify My Love factorin television commercials One television commercial could feature Madonna in beprojected is one of sophistication and a woman Marilyn Monroe imagery evokedin the Material Girl video though in of the seconds and a short must be taken here because of the costumes she wears color and would play on commercials with the most powerful images selected for inclusion in is a dramatic print statement that ad which since no bleedis involved page This makes ascent strip more difficult to be arranged to show the many facets of Madonna and Facing an Uncertain Future The Pros and Cons Celebs Sweet Smell of Success Generates Dollars and Scents Marketing
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