Survey Results

1. How many bottles of perfume do you own?

50 % as many as 12 bottles – 5 different fragrances.

50 % few as 3 bottles – 2 fragrances

2. What income bracket do you identify with?

            (0-25,000)     (26,000-42,000)      (43,000-58,000)     (59,000-75,000)     (76,000+)

80% declined to answer this question and the ones that did answer were in the 43,000-58,000.

 

3. Which outdoor sport do you prefer?

(Beach and water sports)  (Hunting, camping and fishing)  (Pool and backyard activities)  (None)

Beach and water sports with write in on Canoeing, Waterskiing, and Hiking.

 

4.  Do you wear perfume because?

            A. it makes you feel sexy

            B. it covers up body odors

C. it helps attract the opposite sex

            D. you enjoy the fragrance

Every person surveyed circled all of the above.

 

5.  What perfume or cologne do you currently wear?

Angel; Issy Milgake?; Dark Kiss; Light Blue; Euphoria; Lovely; Eternity; A Cqua di Gioia; Cool Waters; and Warm Vanilla were just a few of the most popular.

6.  Why do you like that perfume?                        

 Some of the write in answers were as follows: Makes me feel rich; makes me feel sexy; Makes me happy; I want people to associate that smell with me; I get recognized for my perfume; I like the attention I get when I wear perfume.

7. How often do you apply fragrance?
a.) once in the morning- this was 50 % of my answers
b.) 2x daily- 25% responded with this answer
c.) morning & night- 25 % responded as this was their first choice.
d.) only night 

8. You prefer a scent reminiscent of:
a.) true love - this was the number one answer at 70 %
b.) summer - this was the last choice at 10%
c.) home - no one like this answer.
d.) faraway lands - this came in second at 20 %

 9. Which clothing store would we be most likely to see you in?                                      
Banana Republic; All Saints; Black Market, White House. ; Anne Taylor Loft; Aeropostale; The Limited; Everything but the Water; bebe; J Crew; Zulily; and Zappos.

10. If you were offered a free designer brand perfume, which would you choose?

Angel; Lovely; A Cqua di Gioia; Cool Waters; Light Blue; Euphoric; Eternity; anything by Michael Kors; anything by Calvin Klein and anything by Coco Chanel or just Chanel.

Fragrance Project: Analysis of the Project in the Real World

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.

 

 

 

Marketing Plan and Hypothesis

Hypothesis:

          I am creating a fragrance designed for the famine market to cover-up the smell that you get when you have gone in the water either at a pool or swimming in the ocean or lake. I believe that consumers will embrace this untapped market because of its originality.  Women can be self-conscience about their smell especially if they are on a date or meeting friends. This aerosol 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 Targeting Market of 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 and marketing opportunities 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 are 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 friends 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).