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Pussy Galore by TOM FORD

Engelsk lekse (minitalk)
by

Nele Thys

on 13 November 2013

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Transcript of Pussy Galore by TOM FORD

SWOT ANALYSIS
PUSSY GALORE
BY


ABOUT TOM FORD
PUSSY GALORE:
The perfume
* James Bond perfume created by
Tom Ford
* For the independent, elegant and
sexy woman
STRENGTHS
James bond
*Sexy, bold, smooth
*Already existing 007 perfume
*Money making industry
Tom Ford
*Brand awareness
*Provocative, elegant, sleek
*Professional experience
WEAKNESSES
*Preconceptions
*Masculine
*Not recognized as luxury brand name
OPPORTUNITIES
Growth in advanced economies:
*GDP growth US 2,8 %
*GDP growth Europe 1,1 %
*Income will rise
THREATS
Health and environmental problems
*Allergies
*Political debate
*Can limit the amount of used ingredients
*High-end fashion designer
*2005: Set up Tom Ford International together with Domenico De Sole
*Licensing deal with Estee Lauder
BLACK ORCHID
VIOLET BLONDE
MARKET ANALYSIS
COMPETITORS
MARKETING MIX
TARGETING & POSITIONING
TARGETING
*Female
*20-40 year
*Well-paid job or
prosperous family situation
POSITIONING
*Luxurious lifestyle
*Still experiencing,
but explicit preferences
*Self confident, determined
*Premium product with high quality
*Luxurious, elegant and daring
*Strong and confident just as a Bond Girl
PRODUCT
5 P'S AND 2 I'S
THE CONCEPT
THE BOTTLE
*007 inspired women's perfume
*Pussy Galore contains pepper spray
*Self defense purpose
PACKAGING
THE SCENT
*Wear it day or night
*Top notes: rose, orange blossom,
vanilla
*Middle notes: cinnamon, tuberose
*Base notes: mandarin
James Bond
Tom Ford
*Never partnered with another company for a scent

Merchandising
*Luxurious stand
only in flagship stores
*Advertisements
*Eye catch effect
PRICE
170 € per bottle of 50ml
PROMOTION
*Launching party
*Magazines (Vogue, ELLE,
Marie Claire)
*TV commercials
*Billboards
*Facebook page
*Grey Goose Premium Vodka
*Omega Watches
SENSORY IDENTITY
INNOVATION
*Pepper spray component
Place
*Hold the bottle
SMELL
*Spray periodically Pussy Galore scent in order to entice and draw over customers and create atmosphere
SIGHT
*Individual station where customers can directly see the product
SOUND
*Bond music playing in background to create sense of espionage and luxury
TASTE
*Customers who are of age will offered a Grey Goose martini if they come up to the counter
PARTNERSHIPS
*Aston Martin
*Newest Bond movie
TOUCH
Distribution
*USA: LA, Dallas, New York, Chicago,
Las Vegas
*Europe: Milan, Paris
*Test out the mechanics
*Unique advertisements
*Shaken.... not stirred.
*Bond perfume for women
*Partnerships
STRATEGIES
SHORT TERM STRATEGY
*Perfume + pepperspray
LONG TERM STRATEGY
*Off the market Fall 2018
Flagship store New York
Flagship store Las Vegas
Flagship store Paris
CONCLUSION
*Innovative concept
*New and refreshing partnership
3D price setting method
A) Demand analysis
B) Cost analysis
C) Competition analysis
*Tom Ford
*Launch Fall 2015
*Expand to other countries
*Launch men's version
Thank you for your attention!
Merci pour votre attention!
Full transcript