Marketing Communications Management for a Research Proposal
Excerpt from Research Proposal :
The DKNY perfumes are divided into two segments, based on the consumer types they target -- perfumes for women and colognes for men. The main segment is represented by perfumes for women.
The main market targeted by Donna Karan New York is constituted by above the average income women.
The positioning strategy used by Donna Karan New York is a dual one. On the one hand, the DKNY perfumes are promoted as high quality, original perfumes. They have been created to enchant the senses of the buyers and they are sold at prices starting with $100 per bottle. On the other hand, Donna Karan has also strived to come close to the average American women and allow them to feel special by using a DKNY perfume. This has virtually translated into the creation of perfumes to be retailed at more affordable prices.
3.5 Communication strategies
Finally, in terms of communications strategies, the DKNY perfume campaign has been constructed on the combination of traditional and modern communications medias, including television advertisements, but also internet communications. The Donna Karan New York perfumes can for instance be purchased online at websites such as http://www.perfume.com/dkny or http://www.dknyfragrances.com, where individuals can also find out vast information on the products they seek to purchase.
4. Calvin Klein
Similar to Donna Karan, Calvin Klein is also mostly renowned for its clothing line, the perfumes being a complementary product line. The company was founded in 1968, and in 2003, it was purchased by Phillips Van Heusen. While the company is best recognized for its clothes, the main revenues are generated from "licensing its name for items such as shoes, jeans, underwear, hosiery, watches, bedding, tabletop products, and furniture. It owns or licenses namesake stores worldwide, as well" (Hoovers, 2010).
The segmentation strategy implemented by Calvin Klein is more complex than that implemented by Donna Karan in the meaning that CK creates products for both genders, as well as for various categories of age groups, including all children, adolescents and more mature consumers.
In terms of the CK perfumes, these target the consumers in a more balanced manner as they have been created for men, women as well as unisex.
Similar to Donna Karan, the CK products are positioned in the upper industry and target consumers which register above average incomes. Nevertheless, the company has also focused on creating specific products which were affordable for the general population.
4.5 Communication strategies
The communications strategy at Calvin Klein is complex and includes a combination of traditional and modern marketing communications tools. Aside from direct marketing through television advertisements or radio advertisements, the company also interacts with its customers in the virtual community. This also offers the possibility for customers to buy products from websites such as http://www.perfume.com/calvin-klein or http://www.calvinkleinfragrances.com/, which also offer vast information on the perfumes.
5. Paradise Perfume communication plan
5.1 Context analysis
In light of the research proposal currently developed, the context is revealed by the necessity to construct a marketing communications plan to sit at the basis of a successful launch of the Paradise Perfume. In order to accomplish this, it is necessary to reveal the objectives of the marketing plan, the communication objectives and strategies, the audiences and, finally, the very plan.
5.1.1 Marketing objective
The marketing objective is that of creating consumer awareness and demand for the new Paradise Perfume fragrance. The final scope is that of familiarizing the customers with the item to be launched, promoting the item in various media channels and drawing customers towards the product.
5.2 Communication objectives
Setting the communications objective constitutes the compulsory step in creating an adequate marketing program. Specifically, the company has to understand its goals and integrate them within the marketing efforts. In this order of ideas, the communication objective is that of providing customers with sufficient and adequate information which allows them to become aware of the existence of the Paradise Perfume, as well as desire to purchase it. Specifically, the marketing campaign strives to:
Create brand awareness
Define the need for the product, and Encourage action from the target market (Marketing Communications).
...The principles onto which the strategy would be constructed include the following:
Simplicity of formulation and easiness of understanding for the public
Ability to deliver messages consistent with the campaign, the product and the firm
Ability to inspire and energize the audience
Relevance and sufficiency of provided information (Clemmer, 2010).
5.3.1 Target Audience
Paradise Perfume targets two main categories of consumers, as revealed below.
18.104.22.168 Primary target
The primary target is formed from women registering average incomes between £250-£500, approximately 12,500-25,000 baht per month. They are either teenagers or recently employed; those who are employed, occupy white collar positions and possess at least a high school diploma. They are driven by adventure and professional goals of promotions and recognition. However, since they are starting out, they are sensitive to retail prices.
22.214.171.124 Secondary target
The second target market is constituted by business women between the ages of 35 and 45. They are generally professionally fulfilled, but are now married and have children. This virtually means that the higher incomes they register are divided between themselves and family interests and priorities. This feature once again reveals high levels of sensitivity to retail prices.
5.3.2 Pull, push and profile communication strategies
The suggestion at this stage is that of using a pull strategy through which the consumers are drawn towards the product, rather than implementing a push strategy, which could generate negative responses from the customers.
5.4 Integrated communication plan
5.4.1 Above the line - television - magazine - product placement
At the above the line level, the marketing campaign would integrate advertisements to be featured in television programs as well as in magazines. Also, the company would promote its perfume through store placements. The core of this process is that of identifying the magazines, television programs and stores preferred by the targeted consumers and addressing them.
5.4.2 Below the line
At the below the line level, the marketing communications campaign would materialize in two distinct efforts. On the one hand, the company executives would participate to industry conventions and would promote their product. On the other hand, the organization would participate to local exhibitions in which it would promote the perfume.
5.4.3 New media
Aside from the traditional above and below the line components, the marketing campaign would also be taken within the virtual community. Here, the Paradise Perfume would be promoted on the company's website, as well as on the website of other organizations and on various blogs. It is estimated that the campaign would be launched in one month's time and would cost approximately $10,000.
5.5 International Launches
As it has been initially stated, the Paradise Perfume would be launched within the United States by the end of this year. At the beginning of 2011, it would also be launched in the United Kingdom, specifically in London. The launch would be constructed on a similar marketing communications campaign. It must however be noted that cultural differences exist and they need to be integrated. In this order of ideas, the most relevant of the differences for the perfume industry refers to the proximity of UK to Paris -- the capital of fashion and the originator of the world's most popular perfumes. This specifically means that focusing on the product uniqueness and fashionability would not attain major points in the UK. On the contrary, it would be necessary for the Paradise Perfume to be promoted based on points of difference, specifically affordability.
The modern day economic agents are presented with the opportunity to transcend boundaries and both benefit from the comparative advantage of countries, as well as sell their own products and services to a wider audience. The perfume industry has benefited from the forces of globalization and has launched international operations. The current research proposal has focused on the creation of a marketing communications plan for the launch of Paradise Perfume's new fragrance.
The commencement of the project has been constituted by the analysis of the external environment, which reveals a competitive, yet stagnant industry. The company is nevertheless confident it can overcome the external and internal challenges and succeed in both American as well as British markets. Paradise Perfume would face the biggest competition from Donna Karan New York and Calvin Klein, but it reveals the point of difference of targeting more price sensitive consumers. This point should also be emphasized upon throughout the expansion into the London stores. Aside from this, the marketing communications plan would be constructed on a combination of the traditional and modern tools, such as television advertisements and internet websites. The bottom line of the plan is that of an alignment between the theoretical…
Sources Used in Documents:
Clemmer, J., 2010, Communication strategies, systems and skills, Jim Clemmer, http://www.jimclemmer.com/communication-strategies-systems-and-skills.php last accessed on November 8, 2010
Gordon, B., 2010, Why the perfume industry stinks, Telegraph, http://fashion.telegraph.co.uk/news-features/TMG7945116/Why-the-perfume-industry-stinks.html last accessed on November 8, 2010
Karppinen, S.L., a view of the world of perfume, Zebrafish Information Server, http://zebra.sc.edu/smell/shannon/shannon.html#view last accessed on November 8, 2010
Katemopoulos, M., 2009, Perfume industry Information, eHow, http://www.ehow.com/about_5316083_perfume-industry-information.html last accessed on November 8, 2010
Cite This Research Proposal: