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"Its not all about the smell..."

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by

jordan arendale

on 2 September 2013

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Transcript of "Its not all about the smell..."

"Its not all about the smell..."
Case Analysis
Blind test..
Environmental Analysis
The case:
-Fragrance company 'Universal Scentsations'

-Became the Australian agent for American fragrance producers

-Used promotion (B2C) to sell 50,000 fragrances in 12 months = $2,000,000
Political:
-No tariffs, taxes or restrictions

Economic:
- GFC, downturn in non-endorsed products

Socio-cultural:
-Social trend's eg/. David Beckham

Technological:
- Innovation in marketing (scented magazines)
Why did it fail?
-Barriers to entry
-Lack of financial backing
-Celebrities were outdated (Perry Ellis)
-No clear marketing strategy direction
-Competitor market share
-Limited funds
-Small range
By Daniel Rivero & Jordan Arendale
Recommendations
Consumer bias

Does the user influence purchase decision?
Cosmax, Estee Lauder, Revlon, Clarins, Chanel, Calvin Klein


Major trends in the market?
Main competitors?
Target Customers
Competitive advantages
PEST ANALYSIS
Political
Economic
Socio-cultural
Technological
Competitors?
Target Market
Empirical research targeted wrong demographic
1.
Was it a good strategy for 'Universal Scentsations' to sell lesser known fragrances?
2. Did Universal Scensations spend too much money on developing its marketing strategy?
3. Could 'Universal Scentsations' have sold its products to larger, more established fragrance companies?
4. Why couldn't Universal Scentsations get financial support from a bank to continue its operation?
Strengths & Weaknesses
Group Activity
Strengths






Weaknesses





- Should have...
selected a more specific target market
secured more financial backing
selected a more current endorser

- Could have...
Sold to a larger corporation


Thank you

Any Questions?
Full transcript