Alive
–Men’s cologne
CWK4 fashion advertising Samantha Crawford, Ariana Tarrado, Mimi Micic & Emelina Nyqvist
The product
-ALIVE-
• Perfume for young men • Low price • High image
“a product that doesn’t take life too seriously”
Target -primary
• • • • •
”young men who haven't defined their brand identity, yet”
Male 18-25 Student First job Low income
insights There is a gap between budget & high-end brands
Men decide the perfume even though their mother or girlfriend buys it for them
BOTH PRICE & IMAGE IS IMPORTANT
big MARKET GROUP WITHOUT A BRAND TO MEET THE REQUIREMENTS
MARKET
The demand for low cost fragrances has been on the rise in Spain* However, high-end brands are still dominating the market
http://www.reportlinker.com/p01011054-summary/Fragrances-in-Spain-Euromonitor-International.html
brand
-ALIVE-
“Alive is a new perfume brand for young men that is offering a fresh product to those who have grown out of their “budget” alternative and are looking for a new identity.”
Current situation
• Crowded market • Normally promoted in similar way (man, seducing a woman) • Sex-appeal
message
Live in the present, slow down and cherish the moment of being young while you still are
campaign
PRINTED AD
release party
• • • •
Scented stamps Collaboration with Vans Samples Discount vouchers
online
Brand ambassador – Kevin Bäckström
Pro snowboarder & party boy
alive
timeline YouTube video
Production - fragrance & stamps
March 1st
Produced distributed to stores
April 20th
May 5th
Launch event
March 15th
Advertising on buses social media pages launched
Product imported to Spain
Customs finalized
17th may
distribution
Method 1
Method 2
Direct distribution through e-commerce
Retail distribution through department stores and perfumerĂas
budget Packaging
100ml
Cost of Good
2$
Minimum order quantity
10000 pieces
Duties
18%
In store price
35 €
Profit from first order
330.000 €
Campaign Budget: 180000 € Print ads in newspapers Video 10 buses !
1 month = 15000 € 4400 € 160600 €
Thank you