Parfum d'Orsay: A strategic marketing proposal

Type :

Presentation

Pages :

9 pages

Format :

.doc

Published date :

01/15/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction.
Description of the luxury perfume market.
1. Market size and market developments.
2. Competition.
3. Consumer segments and consumer buying behaviour.
4. Distribution structure and trends in distribution current situation, swot analysis and objective definition.
5. Current situation for D'Orsay: Promotion.
Strengths, opportunities, opportunities and threats assessment.
1. How to make the marketing of the brand more efficient without devaluating the image?
2. Development a marketing strategy for the luxury perfume brand, D'Orsay paris.
Conclusion.
References.

Abstract

The purpose of this report is to make an analysis of the luxury fragrance market and, after this said analysis, to propose some strategies to the D'orsay rare fragrance company so that they might improve their financial and marketing performances. The use of the term 'luxury fragrance', or 'fragrance', is important, as perfume can not only be taken to relate only to women, whilst men could be said to wear cologne, but also, with relation to the D'orsay group, to not include 'fragrances for the home' and 'eau de toilette'. . For the purposes of simplicity, therefore, 'perfume' shall be used to refer to the luxury fragrances used by men and women. This does not include eau de toilette and home fragrances, and 'fragrances' will be used to refer to all three luxury fragrance groups. In the first part of this report, it is possible to find an analysis of the fragrance industry in France. Key factors are taken into account, including the market size, in which sales increased by 6% in 2006, and developments, like the growth in the consumption of male perfumes by 5.9% that year.