Disney’s Wishes
Anastasia Tucker
Table of Contents Fragrance Inspiration Customer Mood Board Entrepreneurial Opportunity Assortment Plan SWOT Analysis Packaging Inspiration Packaging Scent Trials Distribution Plan Pictures of Different Locations of Distribution Marketing Timeline Marketing Plan
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Fragrance Inspiration
Logo and Inspiration
The name of the fragrance is inspired by the Wishes firework show that Disney ran at the Magic Kingdom for 14 years. The logo was inspired by how Cinderella signs her name at the parks.
Customer Mood Board
Entrepreneurial Opportunity
Opportunities for Brand Building Disney has a strong brand identity. With this strong brand identity, they have a strong customer following. Creating a fragrance for the customer to take home, deepens the relationship. Disney fans will smell the magic and happiness everyday. The scent and the bottle can bring in new customers. The bottle is a gorgeous collectors item. The scent can also intrigue new customers to come to the parks. This home fragrance has the opportunity to create a family between the customers and the brand.
Assortment Plan
Assortment Plan SKU…..Size…………………………………..Price 1901…..Small Castle Diffuser - 12oz....$95 1902…..Medium Castle - 16oz…….…...$125 1903…..Large Castle - 20 oz.……...…...$155 1904…..Refill - 20 oz………………….......$65
SWOT Analysis
Strengths Deepens customer relationship First of its kind
Opportunities Creating a portfolio of fragrances
Revenue builder
Weaknesses Starting with only one scent
Threats Indirect competitors with reed diffusers
Packaging Inspiration
Packaging
Beginning Packaging
Primary and Secondary Packaging
Scent Trials
Facet Scent Trials Trial 1 Bergamot 7 Neroli 7 Cedarwood 6 Trial 2 Lemon 6 Tuberose 7 Sandalore 7 Trial 3 Orange 5 Ylang Ylang 5 Galbanum 5 Helional 5
Trial 4 Orange 5 Casis 5 Chypre 5 Veltol 5 Trial 5 Fruity 8 Marine 4 Gourmand 4 Modern Chypre 4 Trial 6 Fruity 8 Aromatic 3 Gourmand 5 Chypre 4
ction e r i D t Scen Facets
Favorite Scent Fruity - 40%
Gourmand -25% Modern Chypre - 20% Aromatic - 15%
New Favorite Scent Fruity - 35%
Gourmand - 25% Classic Chypre - 20% Marine - 20%
Ingredient Scent Trials Trial 1 Fruity Facet - 3 Vanilla -4 Tonka Bean- 4 Sandalwood -5 Trial 2 Fruity facet - 5 Vanilla -4 Tonka Bean-4 Sandalwood -7
Trial 3 facet - 4 Fruity Vanilla -4 Tonka Bean-4 Sandalwood -8 Trial 4 - Current Favorite Fruity facet - 4 Vanilla -4 Tonka Bean-4 Sandalwood -8 Lemon - 2
Scent Direction Lemon - 10% Vanilla -18% Tonka Bean-18% Fruity facet - 18% Sandalwood -36%
Distribution Plan
Distribution First Launch - October 2019 + Disney Resorts and Parks
Second Wave - December 5, 2019 + Flagship Disney Stores + Disney Online + Nordstrom Online and On Ground
Nordstroms Plan + + + +
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Window Display Front Placement Home Department Trained and Passionate Employees Incentive: Each fragrance sold will be an entry to a contest to get a four people, five day trip to any Disney park Give Figurine samples with home department purchases
Pictures of Different Locations of Distribution
Marketing Timeline
Timeline
Pre-Launch September
Preview Party for DVC Members Early Access for Annual Pass Holders
Initial Launch October AI Screen with Jiminy Cricket “Wish Upon a Star� Contest Magic Bands Samples
Marketing Plan
Marketing Pre-Launch - September 2019 + Early Access for DVC Members and Annual Pass Holders
Launch - October 2019 + AI Screens with Jiminy Cricket in Specific Stores in the Parks + “Wish Upon a Star” 3 Month Contest + Figurine Samples will also be place in the boxes with Disney’s Magic Bands “When You Wish Upon A Star, Makes No Difference Who You Are, Anything Your Heart Desires, Will Come To You”
Marketing AI Screens with Jiminy Cricket Guests will be able to talk their “Conscience.� Jiminy will point out the guests surroundings including the smell. He will point out the diffuser. After the launch, Jiminy can be reprogrammed to entertain guests as an attraction. Wish Upon A Star Contest Fans will be able to make a Disney wish for the three months of the launch of the fragrance. These will be wishes that Disney can grant to bring guests back to any Disney resort of their desire. Three wishes will be granted during this initiative. Guests can make these wishes on social media with the hashtag #Wishuponastar