Denzel.
For a modern mans scentsibility
Table of Contents
Mission Statement........................1 Brand Inspiration........................2 Product Description......................3 Line Extension...........................4 Philosophy...............................5 SWOT Analysis............................6 Competitors..............................7 Competitive Advantage....................8 Target Market............................9 Distribution.............................13 Promotion................................16 Product:Candle...........................19 Packaging................................21 Cost Sheet...............................23
Mission statement To provide men with aromatherapy products, entering an untouched market to stimulate authenticity, by providing essential products through the finest natural resources.
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INSPIRATION THE MODERN MAN
+
SCARCITY OF PRODUCT
+
DESIRE FOR AROMATHERAPHY
2
Products Price Point Candle (10.2 oz): MSRP $38-$52 Air Freshener: MSRP $6-$8 Aroma Purifier (8oz): MSRP $18-$25 Materials Candle: 100% natural beeswax, with all natural cotton wick, and high quality fragrance essential oils in a Black Amethyst glass. Air Freshener: Made from the finest premium quality ingredients infused with natural essential oils (fragrance last about 2-4 weeks) made from absorbent fragrance paper. (Free with the purchase of our Denzel Candles.) Aroma Purifier: All natural odor removing sprays offered in a variety of essential oil scenets in a glass bottle with an aluminium mist nozzle.
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line extension Denzel.
AIR FRESHENER
Denzel.
Denzel.
AIR FRESHENER
AIR FRESHENER
Denzel.
Denzel.
AIR FRESHENER
AIR FRESHENER
Aroma Purifier
NET WT 8.OZ
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philosophy Denzel started with an idea. The idea that men deserve all the esteem that comes from owning candles without the cheesy scents, and look of the ones that are in the market. The idea to cater to the man, to fill his aromatherapy needs, and help take relaxation to another level. The idea that we could make a great candle and make no compromises when it came to quality and environmental impact. We use only 100% natural beeswax, pure therapeutic grade essential oil blends, and eco friendly cotton wicks in each of our candles with containers that are all completely reusable. Breathing in air that is good for you is an essential necessity in life, the foundation on which our company is built. 5
s.w.o.t analysis Strengths
Weaknesses
New to the market Accessiblity Fitting for a plethora of customers Connected through social media Affordable price range Fitting for men and women for both personal use as well as gifting
Newly established brand No established clientele No manufacturing experience Limited product assortment New to the market
Opportunities
Threats
Expansion of products offered Different styles and sizes offered Collaborations with celebrites and brands Emerging mens markets Private label manufacturer
Competing with established brands Acceptance of price range Copy catting previous markets Wider product range within other companies
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competitors Yankee Candle Founded in 1969 in Massachusetts - The 1 most recognized name in the candle business and the country’s best selling candle brand. - Offer a variety of home good products specifically for men. - Sold in over 500 company-owned retail stores, in catalog and online business. - Offer a wide range of seasonal and specialty scented candles, home fragrance products, car fresheners and candle accessories.
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Prospector Co. Established in 2010 in Savannah, Georgia 1 retail store; wholesale enquires Offer grooming, clothing & accessories, and home goods Focus on quality rather than fast fashion A company that focuses on providing a healthy product to both men and women.
Kiehl’s Originating in 1851, founded as an old-world apothecary - Has a huge online presence, as well as is retail storefronts - Offers skin care, for men and women, body, hair, baby, pets, and gift products -A company whose main focus is providing its customers with healthy skin.
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competitive advantage
Denzel has the ability to provide superior products at a reasonable price, with the provision of our strong Untapped men’s fragrance market. No other candle company continues to innovate and push the market past what was thought possible. Denzel focuses on the need for eco friendly products as well as the desire for a man to relax. Denzel produces a whole aromatherapy experience with the practice of sustainability, and the appreciation of the modern man.
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target market The Denzel consumer expresses their individuality. Catering to the new generation, the perfect customer is creative, effortlessly cool, and yearning to make a statement. They are independent, and unique, all while being BOLD and CONFIDENT. The core customer is charming and witty, with an indescribable appreciation for art, music, and fashion. By blending old school with timeless modernity, the Denzel customer is the generation of tomorrow. 9
nikolas
Generation: Millennial Age: 23 Gender: Male Location: Illinois, Chicago Education: A highly educated, degree level customer Occupation:A recent graduate, with either an entry-level job, or just starting a new career Income: 30K-60K Shopping Habits: Bergdorf Goodman, Topman, Flint & Tinder, Cool Material.
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robert
Generation: Generation X/Y Age: 36 Gender: Male Location: San Francisco, California Education: A highly educated, degree level customer Occupation: Working up the steps of the career ladder, with jobs within the fashion industry or a high management position. Income: 60K-200K Shopping Habits: Kenneth Cole, Topman, Ted Baker, Cole Haan.
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veronica
Buying as a gift for her husband or a loved one.
Generation: Baby Boomers Age: 41 Gender: Female Location: Brooklyn, New York Education: A highly educated female, who is also well-read and well-informed. Occupation: Senior professional at a lucrative job, or a blithe retired customer Income: 200K+ Shopping Habits: Harrods, Bergdorf 12 Goodman, Henri Bendel.
DISTRIBUTION NY Now Tradeshow The Market for Home + Lifestyle February 1-4 |Javits Convention Center 655 West 34th Street, New York, NY 10001 Sunday, February 1th-Tuesday, February 3rd 9AM-6 PM Wednesday, February 4th 9AM-2PM
Booth Package - Product demonstrations - Incorporate videos and slideshows to draw attention - Social media promotion - Gift Certificates to shop Denzel
Booth Display -10’x10’ Hard wall Booth Package -2 Benches, desk, and chair rentals + delivery to boothbanners + displays - Basic listing (company info, description of product listing)
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TRADE SHOW EXPENSES
Trade Show
Travel
Expenses
Total
10x10 Booth Package
$2,371.14
Rentals & Delivery
$42.50
Hotel
Business Cards & Leave Behinds
$300.00
Product Shipping [SAV>NYC]
$85.00
Banners & Displays
$42.50 Total Cost
$2,841.14
Expenses
Total
Price per person Flight (x2) [SAV>NYC>SAV
$166.19
$332.38
Price per night (x3)
$149.00
$447.00
Cab Fair
Price per day (4 days)
$80.00
$320.00
Per Diem
Price per person (x2)
$150.00
$300.00
Price per person (x2)
$150.00
$300.00
Total Cost
$1,699.38
Misc.
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sales venues Online Retailers The Grommet Flint & Tinder Owen & Fred Cool Materials DenzelCo.com
Brick & Mortar Prospector Co. Bergdorf Goodman Men Shinola Mohawk LA
Tradeshows Extract NY Now 15
PROMOTION Social Media
Our Blog DenzelCo.com is not only an opportunity to buy our products but our interactive men focused blog as well. Here men can find anything their heart desires., from grooming, and fashion to lifestyle, and special features, its all there.
Celebrity Endorsements
Brand Collaborations
From Denzel, Justin, and Ben to Chris, Sean, and Jay at Denzel we cater to all types. We have celebrity faces to go along with specific products to cater to the modern mans sensibility.
Through partnerships with brand collaborations with sporting bars, hotels, blogger collaborations, and online retailers and blogs Denzel can partner with these companies to further reach a broader audience.
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Www.denzelco.com
Whether you want to remember the good times or need something to help you relax, let our all natural beeswax and cotton wick candles infused with therapeutic essential oils take you away. 17
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social media
candle
Denzel.
NO. 03: GRASS & CEDER BEESWAX CANDLE
MADE IN SAVANNAH, GEORGIA WITH 100% BEESWAX WAX
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CANDLE specification sheet
Brand: Denzel Collection: “Beeswax” Style No.: BEEYR 12095500 Category: Candle Material: Black Amethyst glass All-natural beeswax Cotton wick White text and Black background Logo
Season: Winter 2014 Size: 10.2 oz Date: Spring 2015 Product Description: 100% natural, filter beeswax, with an all natural cotton wick, and high quality fragrance essential oils in a Black Amethyst glass jar.
Front/Back View
Open Top View
Bottom View
.05”
4”
.25”
D
.25”
3” circumference
.05”
3” circumference
3”
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FRONT
BACK 21
Season: Winter 2014
Collection: “Beeswax”
Size: 6in x 6 in
Style No.: BEEPK 22095505
Date: Spring 2015
Material: Eco-friendly Kraft Tumbler Boxes
Product Description: Candle Packaging
6” 3”
PACKAGING specification sheet
Brand: Denzel
3”
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6”
NET
10. WT
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90 e 1
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cost sheet
Product Information
Name
Denzel Candle
Description
100% natural beeswax All natural cotton wick High quality fragrance oils In a Black Amethyst Glass
Size
10.2 oz.
Style No.
BEEYR 12095500
Product Cost Manufacturer Beeswax Fragrance Oil Black Amethyst Glass Units
Packaging Cost
Manufacturer Individual Package Cost Total Package Cost Units Total Shipping
Total
Initial Price Markup % Wholesale Price
GlobalTech Industries, Inc. 418 U.S. 441 Business, Cornelia, GA 30531 - (706) 776-1912 $6.00 per 3/4 lb. $0.01 $1.50 5,000 GlobalTech Industries, Inc. $1.50 $33.00 per carton 22 cartons $350.00 $7.51 100% $15.02
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Ericka McGriff-Professor Patti Taylor-FASM 310: Product Development-Fall 2014