Analysis of the Product in the Real World

Analysis of Survey Results:

After surveying several of my class mates and a few fragrance consumers, 47% of my surveyors were women and they all had very different ideas and tastes toward perfumes and fragrances in general. A question that I asked was "does the bottle or shape of the perfume help you decide whether to buy it or not?" All the women responded yes to this question, interesting. The second question that I asked was "does wearing perfume encourage confidence?" and the women answered differently. Some were confused about the question, but once explained, they had answered that there are other factors that contribute to a woman's confidence, but the way a woman smells does affect how she feels when she walks out the door to go out into public. Women between the ages 30-50 have a much better understanding of how a fragrance is applied and how they prefer to smell around others. Younger women are beginning to choose their signature fragrances, but will not spend more than $80 for a perfume. It is mutual that both younger and older women care about how they smell and choose certain fragrances that make them feel "pretty" or "sexy." I believe companies like Victoria Secret cater to those younger women who wear perfume only when going out or in intimate settings, whereas an older women will put on fragrance regardless of who smells her, applying a fragrance is apart of her routine.

Here is my Fragrance Survey below:

How much are you willing to spend for perfume?
Do you prefer a strong scent or a light scent?
How often do you buy perfume?
What is your gender?
What is your age range?
How many bottles of perfume do you own?
How much are you willing to spend on perfume?
Does the bottle or shape of the perfume help you decide whether to buy it or not?
How does wearing perfume make you feel?
Do you care how you smell?
Do you wear perfume for close encounters?
Do you wear perfume when you are intimate?
Where do you prefer to wear perfume?
Would you wear perfume in your house?
Would you wear perfume to the grocery store?
Do you wear perfume to attract people?
Do you feel attractive wearing your favorite scent?
Does wearing perfume encourage confidence?
How much do you put on?
Would you be comfortable spraying perfume in public?
Would you be comfortable sharing your perfume?

Fragrance Brand:
New luxury fragrance for women called Parfum de la Creme. Promotes absolute confidence and sexiness for women who spend their leisure time loving their men. This fragrance is meant for close contact and intimate settings. When a woman splashes a touch of Parfum de la Creme onto her wrists or neck, calming top notes of vanilla is the first to be noticed along with seductive, robust middle notes of lavender and liquorice and after lingers the soft scent of jasmine. It comes in a square glass bottle that reflects your reflection every time you look into it and is sold for $187 a bottle. As a warning, apply very little of this fragrance due to the robust scent of liquorice. For better results, after showering, moisturize with a light lotion, then apply fragrance onto pressure points. This is considered as a very mature fragrance and is marketed toward women between the ages of 28-40. We feel these women represent the established woman who loves herself completely and is looking for someone who can handle her amazing and exhilarating confidence. You can spray very little of this fragrance in your home to freshen intimate areas like your bedroom or bathroom. This fragrance is not held in common brick-and-mortar establishments, it is sold specifically online. When you have received Parfum de la Creme in the mail, it will come in red box wrapped with black ribbon. When you open it, your bottle will be laying on a black velvet handkerchief which will have your name and the fragrance's logo embroidered on it for personal use. You may use the handkerchief to wipe the bottle free of fingerprints or casual drips on your dresser. The experience of this fragrance is truly eye-opening and your loved one will never get enough of you!

Marketing Plan:
Women tend to buy more stronger smelling fragrances due to their belief that the fragrance will last longer. I will complete a SWOT analysis to identify my competition.

STRENGTHS: Parfum de la Creme is a strong fragrance marketed toward women 28-40 which is group a women who have immense buying power. The packaging is unique, the red box and black ribbon makes each fragrance seem as a gift rather than a personal purchase which will surprise our customers. Women favor vanilla and jasmine scents, especially for their homes. Unique combination of lavender and liquorice will intrigue women. Our brand promotes positive qualities like confidence and love to our customers. We are exclusively sold on-line which will allow for easy interaction with our customers and development of applications for smartphones for easy re-ordering.
WEAKNESSES: Parfum de la Creme is a new fragrance on the market, most brands will prevail over ours because of experience and an established brand image. Liquorice is a new scent that isn't usually a favorite for women not necessarily because it "stinks," but not many women have sampled it before. Sale opportunities will be missed because our fragrance is only available on-line.
OPPORTUNITIES: After establishing our brand, we may sell our fragrances in luxury retail environments internationally. We can expand our online presence by working with social media. New fragrances added to the Parfum de la Creme fragrance line, possibly a men's fragrance to pair with our women's.
THREATS: Victoria Secret and Chanel are my biggest competitors when it comes to the fragrance industry because they cater to two totally different markets that I believe would enjoy our fragrance. The demand for extracts like vanilla and jasmine are in high demand for other luxury brands and their fragrances. Cheap fragrance shops like Bath and Body Works take from my market because of their lower price points and wide variety of fragrances.