Project of Launching a New Bulgari Fragrance (2006)

Type :

Term papers

Pages :

10 pages

Format :

.doc

Published date :

05/09/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction
1. Media 5
2. Bulgari
Market situation
1. Background information
The environment
1. Norm's context
2. Legal and political context
3. Economical context
4. Social context
5. Types of distribution
6. Consumer behavior
7. Consumer profiles
8. Competition
9. SWOT analysis
Target audience
Positioning
Marketing
1. Objectives
2. Strategies
Marketing mix
1. Product
2. Price
3. Physical distribution
4. Promotion
Advertising
1. Objectives
2. Strategies
Tactics
1. Print
2. Television
3. Radio
The campaign
1. Integrated marketing communication
2. Budget
3. Multimedia campaign
4. Basic message
5. Execution for various media
6. Creative rationale
Conclusion

Abstract

In September 2006, five smart, young women from the United States, Morocco and France came together to establish "Media 5", the classiest advertising agency on the Côte d'Azur. "Media 5" is an agency focused on promoting products for women that the five founders believe are superior in quality and style. The agency is currently working with the globally recognized, luxury brand, bulgari, to launch a new fragrance. bulgari is a classic company that was established in 1884. Inspired by the timeless beauty of Greek and Roman art, it has its origins are in the Italian jewelry business; however, over the past decade bulgari has extended its reach of products to include watches, handbags, ties, scarves, eyewear, fragrances, hotels and resorts. bulgari culture is based on quality and excellence with their ultimate goal being the full satisfaction of their customers. The four main points on which their concept of excellence is based are, outstanding quality, distinctive style, outstanding products and customer delight.