Analysis of Survey Results:
The following result were obtained from ten woman surveyed between the age of thirty-five and fifty-five years of age. My findings were as follows: The average woman could own as many at 12 bottles of perfume and usually no less than 5 different scents. Most common was the scent of vanilla followed by the fragrance comments such as fresh scent and, light and fresh summer smells: most women in that category did not know what particular smell that made up the fragrance of light and fresh. Those woman usually associated that with the category of a scent reminiscent of "True Love". Finally the next most popular were the light floral and citrus fragrances.
The purchases can range from anything purchased at a bath and body store at a price point of $15.00 which was the highest purchase point location. Then followed by a fine retailer like Macy's or Niemen Marcus, which was the purchase price point of usually no more than $125.00. None of my survey individuals purchased fragrances at Target, K-Mart or Walmart.
The survey confirmed that women are active and do enjoy a variety of outdoor sports that do sometimes include water sports and they do not have any type of convenient aerosol fragrance that can be applied while at or involved with outdoor activities and that this was a desirable venue for a fragrance.
There was also indication that most women associated with a thought of what they wanted not so much as the fragrance its self, for instance the number one reminiscent fragrance was "True Love" followed by "Far Away Lands" and no one wanted the reminiscent scent of "Home". It showed that women associated with the thought or feeling evoked by a fragrance not so much as what the actual fragrance was its self.
Fifty per cent of the women surveyed said that they only apply fragrance in the morning while twenty-five per cent applied morning and night and the other twenty five per cent said they applied their fragrance twice a day. No one only applied at night. All of the women surveyed answered that they like wearing their fragrances because it makes them feel sexy, covers up body odors, attracts the opposite sex and they enjoy their fragrance.
Fragrance:
Based on the empirical findings of the survey the fragrance will have a 'True Love - Tropical" feel to it,
comprised of a top note of tuber rose, a middle note of vanilla bean and a base
note of orange blossoms and lime. In adding caffeine it will give the wearer a
slight energy boost when sprayed on the skin. This will be created as an aerosol
eau de toilette, designed to be a summer fragrance that can be carried in a
beach bag. The image of the fragrance will be a combination of the true love and tropical faraway lands.
Marketing Plan:
As most women in the survey
indicated that they shop in smaller mid-range retailer like Banana Republic and
Everything but the Water. I feel that the target purchase point demographic
will be well suited for surf and beach wear stores along the coast and at
tropical destinations such as Hawaii and the Caribbean. The aerosol will
be sold accompanying a bathing suit bag made of soft blue denim. When in
the stores this will be an impulse purchase so all displays will be counter top
displays designed to be located next to the registrar. The display will
be an iron stand designed to hold the bathing suit bags with the aerosol
fragrance inside the bag. To date there is nothing in the market place
created for active women. My slogan for the add campaigns will be, "Just out of the blue" signage and adds will have a picture of a woman
carrying a surfboard coming out of the ocean. These adds will be placed
in Women's Fitness Magazines, Facebook, and commercials on the weather channel. Co-op will be available to retailers as well.
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