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Group Marketing Assignment. Marketing strategy, promotion and outline of Calvien Klien "Smooth"
Transcript of Group Marketing Assignment. Marketing strategy, promotion and outline of Calvien Klien "Smooth"
Cultural factors are significant to the influence of the “Jock Dolly”. The substantial cultural shift within society that has occurred developed a greater aspiration to have a “healthier and fitter lifestyle”. The stereotype of a “Jock” has been influenced by the cultural group of Australia as the shared values on extensive participation in physical activity is continually exemplified and represented in the Australian culture.
Personal factors including lifestyle and both personality and self-concept all influence the consumer behaviour of a “Jock”. The lifestyle of a Jock enables there personal pattern of living to be expressed which creates an influence on their behaviour through their work, hobbies and sports in which they participate in their own individual life’s. Personality and self-concept enables the psychological characteristics of a Jock to be influenced, personal traits including self-confidence, sociability and autonomy are all characteristics in which are influence their behaviour. Calvin Klein Smooth anti-sweat deodorant is the marketing edge when it comes to anti-sweat perspirants. As the name suggests Calvin Klein Smooth has revolutionized the deodorant market by being the first official anti sweat perspirant and cologne. The simplistic combination of these two ideas has seen to be the contributing factor in leading edge marketing.
Calvin Klein is viewed as an elegant and profound industry providing excellence in luxury colognes and perspirants. The deodorant contains a formula of ingredients for anti-sweat, body odours and still remains fresh after 48 hours. As the product is in the luxury category of perspirants, it will not be distributed to ordinary super markets however be displayed in the high quality perfume sections of superior class and taste. The new product will be designed as the first ‘see through’ crystal deodorant container. The design of the deodorant will be sophisticated and attract wealthy teenage to early 20’s men which enjoy playing sports for long periods of time. The deodorant will contain rare and expensive oils and ingredients which will react as an instant adrenaline effect which will aid players with sports and exercise. The perspirant will also contain antiseptic properties which will ease pain of pulled muscles, prevent infections and promote rapid muscle healing in order for players to jump back in the game.
Market Research is seen as extremely vital for the success of Calvin Klein Smooth, therefore proactive marketing members have undertaken tests, surveys and in depth analysis portrayed further in the powerpoint. Marketing Mix: Product
Promotion Communication strategy- Promotion
Messaging, Public relations, Advertising, E-mail, Web site, Direct Marketing, Event sponsorships.
Advertise on TV, Newspaper and put poster in sports place
2.Create event sponsorships with some famous sports club. Our current direct competitors include Adidas, Lynx, Gillette and Rexona who all offer a large range of sports deodorant fragrance lines for men.
There are a large number of future potential designer brand competitors who sell men's fragrances such as Donna Karen, Giorgio Armani, Hugo Boss, Ralph Lauren, Tommy Hilfiger, Christian Dior, Chanel and Versace. However it would be difficult for these competitors to enter and compete with us in this new market, therefore they are identified as indirect competitors. Product:
Calvin Klein Smooth anti-sweat deodorant is the marketing edge when it comes to anti-sweat perspirants. As the name suggests Calvin Klein Smooth has revolutionized the deodorant market by being the first official anti sweat perspirant and cologne. The simplistic combination of these two ideas has seen to be the contributing factor in leading edge marketing. The deodorant contains a formula of ingredients for anti-sweat, body odours and still remains fresh after 48 hours. The new product will be designed as the first ‘see through’ crystal deodorant container. The perspirant will contain antiseptic properties which will ease pain of pulled muscles, prevent infections and promote rapid muscle healing in order for players to jump back in the game. The target market is aimed at men aged from 15 – 30 and who use deodorant everyday and enjoy the scent of expensive cologne. Price:
The retail price is $15 and produce costs is $3 per can due to our product not having direct competitors as a result of the product being the first official anti sweat perspirant and cologne. The current indirect competitors in the market are the deodorant brands Gellete and Rexona due to bands leading businesses in the market. The average price of the leading brands of anti sweat perspirant ranges from $4 to $7. The economic situation of the market is shown in the Euromonitor International's Deodorants in Australia report and this identifies the sectors driving growth. Place:
The product is in the luxury category of perspirants therefore will not be distributed to ordinary super markets however be displayed in the high quality perfume sections of superior class and taste. The product will be sold firstly in wealthy and sunny areas and only in markets which offer high quality perspirants in major perfume outlets such as David Jones and Myer. The product will be used as a network of marketing intermediaries due to the dispersion of large potential customers. By placing the product in departments’ stores of Myer and David Jones it limits the number of intermediaries handling the merchandise. We aim to develop a high quality brand image by exclusively distributing to these well recognized stores which increases the luxury of the product. Promotion:
Calvin Klein Smooth will promote through communication campaigns in order to form a message strategy to endorse through advertising mass media. The product will be sponsored by the new 007 James Bond, Daniel Craig. The media campaign will revolve around Daniel in the scene of the new James Bond film ‘Skyfall’ as the commercial will highlight Calvin Klein Smooth before he enters an action scene. The product will offer rewards to loyal customers which purchase three or more Calvin Klein products and have the fourth merchandise half price. This will allow the customers to engage with the brand and ultimately develop increased high revenue. A demonstration which has been performed in order to attain data information is available through a survey analysis, in a multiple choice type manor. The respondents which were chosen for this study were random pedestrians that had the available time to complete the survey. When coming to ask the respondents if they were willing to answer the questions; we asked in a polite manor to allow them to willingly do the questionnaires. Low response rates were among the most difficult of problems when it came to the survey research, the surveyors could have potentially ruined the well-constructed survey effort. POLITICAL FORCES- it varies from place to place and from time to time. To a large extent, the fate of companies depends on the political conditions in the areas where they are situated. In effect, the success of marketing acticities of a firm will be possible only if the political environment allows it to happen. Example for Jock Dolly, maybe a state that do not allow deodorant and perfume compound product sold.
SOCIETAL FORCES- is characterized by the presence of forces which contribute to changing demands for a particular product. Calvin Klein “Smooth” have not changing demands of particular product, like deodorant or perfume. The “Smooth ” has put these two function together.
ECONOMIC FORCES- under conditions of economic growth, buyer behavior is different than his behavior during depression. Global economic changing will affect buyer’s ability to pay for product. Calvin Klein “Smooth” pricing strategy is according to the current economic environment situation to use in marketing.