Analysis:
I gave this survey to 10 random
women I was “friends” with on Facebook. From the results received, I concluded
that: The most common age range for women buying perfume is 18-24 years of age,
and that half of them would spend a medium range of $50-$80 on a bottle of
perfume. A majority of these women owns 2-5 perfumes.
80% of these women would likely buy
a bottle of perfume based on first attraction to the presentation of the bottle
or packaging. Half of the women like a combination of a Sweet and Floral scent.
All women said they wear perfume on
special occasions and 80% of the women say they wear it on a daily basis. 100%
of the women said they applied perfume because its part of their daily routine,
they want to feel confident and attractive and they just like to smell nice.
From this research I gathered that
women are really attracted to the way a bottle or packaging looks and will pay
more because of it. Women like a combination of scents and have more than one
perfume because they like variety or wear a certain perfume for a certain
occasion since all the women said they wear it for that specific purpose. From
the perfume examples given to me (Daisy by MJ, Flowerbomb, Chanel, Vera Wang)
like the Sweet and Floral scent these perfumes give. Women wear perfume for all
sorts of reasons and to boost their self esteem towards themselves and what
others may think of them.
Fragrance:
Based on
the results given to me, I will focus on creating a perfume that is Sweet and
Floral like that has great packaging and a tasteful bottle. I will price it at
around $60. I want the perfume to be very feminine like, so the top note will
be Vanilla, Middle note will be Guava & Passion fruit and the Base note
will be Peonies and Tuberose. I want the wearer to feel confident, sexy and feminine
while wearing my perfume. The fragrance will be called “Forget Me Not”
Marketing Plan:
From the
survey, most of the women indicated that they would spend about $50-$80 on a
bottle of perfume. Forget Me Not will be priced at $60 and would be sold at
beauty retailers such as Sephora and Ulta. Forget Me Not will also be sold in
various middle priced retailers such as Urban Outfitters, Free People, and
Forever 21. These stores target market age for women is between ages 18-35,
which is why they are most likely to but Forget Me Not in a store like that.
Forget Me Not would either be located in a perfume department if there is one
or marketed like an impulse or countertop buy at the clothing retailers. My
slogan would be “Can’t get enough” and my campaign would feature a young
beautiful women in a white dress with a bouquet of peonies by her face in a
fun, flirty, sexy way. Advertisements would be featured on all platforms of
social media and advertised in smaller teen magazines such as Teen Vogue and
Seventeen.
