New Product Aftermidterm (Original Post)

The Fragrance and What it is used for:

          This fragrance will have a tropical feel to it, comprised of, but not limited to, botanicals that would include: tuber rose, orange blossom, blue carnation, and vanilla with a slight hint of lime. I would also like to add caffeine in as a slight energy boost when spray on the skin.  Created and designed to be a summer fragrance.  It will only be sold in a convenient purse or beach bag size atomizer under the Bare Wear label. 
       The purpose of this fragrance is to cover-up the smell that you get when you have gone in the water either at a pool or when you swim in the ocean or a lake. People can be very self-conscience about their smell especially if they are on a date or meeting friends. A few spritzes of this fragrance will not only make them feel refreshed but give them a sense of confidence no matter what they will be doing after their outdoor activity.   

Customer Demographic and Psychographics: Segmented Population Target    

         The following demographic and psychographic profiles have been divided up into three sub-categories for better clarification as to the target markets that will be most beneficial to reaching the desired results. This research has been provided by Experian Marketing Services in conjunction with Simmons Consumer Research for the focus of this study. My first Tipping Point Segmentation of the population are the: Connectors, Mavens, Salespeople and Innovators.  While all four of the segmented populations would qualify as excellent resources of this fragrance, the two that would be best would be Mavens and Innovators. “Mavens are more recognized by their peers as reliable information sources who give the facts and Innovators are those people that are in at the birth of a new trend or idea and have a tendency to embrace things that can set them apart from their peers.” The Maven and Innovatory would be able to embrace the new high end statement that is facilitated by the wearing of a fashionable specialty fragrance  as well as influence their friend to see the benefits of the high end fragrance for their friend’s as well (Tipping Point Segmentation System, 2015). The next category is the Simmons Retail Shopper Segmentation System, this is broken down into six categories which include: Just the Essentials, Status Strivers, Mall Maniacs, Upscale Clicks and Bricks, Virtual Shoppers, and Original Traditionalists.   This demographic populace was chosen to tap into a higher disposable income while still addressing the image conscience individual.  The top pick for this category are the Status Strivers. “Status Strivers are motivated to maintain not only their image but their projected image which would fall under the type of fragrance used.  Shopping is fun to them, a recreational activity. These men and women buy things because they can image is everything to them”, (Simmons Retail Shopper Segmentation System, 2015). Finally looking at Economic Outlook Segmentation System to get a better understanding of households spending habits and viewpoints about the economy. There are five different subcultures which include: Confident Spenders, Fiscally Fit, Financial Nesters, Financial Challenges, and Economically Indifferent.  The segment of the population that would be targeted in this category would be Confident Spenders.  People that have a “confident attitude about the economy and their situation. They are usually more inclined to make those high end impulse purchases. Generally those are the people that are always buying the next new car and they are very conscience about their image”, (Economic Outlook Segmentation System, 2015).

Marketing Plan

     To kick off the marketing plan I would like to include this in the swag bag that is given out at the “Black Women of Hollywood Awards” in February.  This would be an excellent way to target the affluent women of Hollywood and get some positive press while releasing the product to the public the same week.  Just before spring break in California.

      When in the stores this will be an impulse purchase so all displays will be counter top displays next to the register in stores like, Pac Sun, Everything but the Water and other surf and beach wear stores along the coast and at tropical destinations such as Hawaii and the Caribbean.  The key will be to educate retailers and sales people as to the purpose and uses of this fragrance.  To date there is nothing in the market place designed for women that are active to cover-up body odor in a fragrance form other than deodorant which washes off when you go in the water.  My slogan: “Just because I play like a man doesn’t mean I want to smell like one.” This slogan would be accompanied by a woman carrying a surf board coming out of the ocean.  These ads would be in women’s fitness magazines, Facebook and a campaign would be run as commercials on the weather channel. 

         A survey will need to be done to determine the exact fragrance offered and the price point for the fragrance.  Some of those questions can be found in “Survey Questions” which is the next blog. Two very important questions on the survey will be: “What fragrance are you currently using and how long does it last?” and “On a scale from 1 to 10, 10 being very important, how important is it for you to smell good after your outdoor activities?”