LAUNCHING A FRAGRANCE
CHLOÉ PARTIR by Leah Jeon & Jenny Hsieh LXFM 774 Prof. Kimberly Rabanal
Table of Content TOPICS TO BE DISCUSSED Company Overview New Target Fragrance Concept Fragrance Design The Story Product Name Positioning Aesthetic Collateral Objective Detailed Competitive Review Regulation & IP Distribution Plan Integrated Marketing Plan Development Process and Challenges Forecasts and Financial Analysis Key Take-Aways
Core Mission BY CHLOÉ CEO GEOFFROY DE LA BOURDONNAYE
CHLOÉ IS NOT WITHIN THE MAISON ITSELF, SO MUCH AS IT IS WITHIN THE ‘CHLOÉ GIRLS’ AROUND” “ONCE A CHLOÉ GIRL, ALWAYS A CHLOÉ GIRL.”
B RA N D IDE NTI TY
“THE POWER OF
History
FROM 1952 TO PRESENT
Chloé is a French fashion house founded by designer Gaby Aghion in 1952. Born in Egypt, Aghion moved to Paris in 1945 and launched Chloé a few years later. Aghion is widely credited for coining the fashion phrase and concept of "prêt-à-porter", which means "ready-to-wear." While the first Chloé boutique didn’t open until 1971, during the 1960s the fashion house became widely acknowledged as a popular brand that symbolized youth and femininity. In these six decades, Chloé has launched 42 fragrances. The earliest edition was created in 1975 and the newest is from 2019.
B RAN D POS IT I ON ING
WHAT ARE THEY KNOW FOR WITHIN THE MARKET?
Chloé is known for feminine women’s wear, cult-favorite It bags, and supermodel-filled runways. Style, modernity and a strong sense of femininity have been the key elements of Chloé since its inception. The collections of women’s wear include ready-to-wear houses, accessories, children’s wear, fragrance, See by Chloé, the highlights of the designers throughout the history involve Martine Sitbon, Karl Lagerfeld, and upstart Stella McCartney, who had defined the zeitgeist of Chloé, speeches, reports, and more.
C O M P A NY O V ER V IEW | S IZ E O F TH E BUSINE SS
$51 billion Annual revenues of fragrance industry in 2018, and the expected revenues will gradually increase in the following years.
C O M P A NY O V ER V IEW | S IZ E O F TH E BUSINE SS
Chloé 0.4%
$33.6 billion Annual revenues in 2018
$161.4 million Chloé's Fragrance sold in 2018
The revenue of premium women’s fragrance was calculated to be around $33.6 million while the market share for Chloé is 0.4% in 2018 Premium women’s fragrance 99.6%
C O M P A NY O V ER V IEW | S IZ E O F TH E BUSINE SS
Chloé fragrance 9%
$1.7 billion Annual revenues in 2018
$161.4 million Fragrance sold in 2018
Chloé fragrance is 9% of their goods sell. In 2018, Chloé's sales have calculated its annual revenues to be around $1.7 billion. Chloé other products 91%
THE CHANNEL OF DISTRIBUTION
Physical Store - Boutiques Retail is one of the main channels of Chloé, which includes Chloé’s own boutiques also multi-brand stores, department stores, shop-in-shop, and pointof-sale counters. On the other hand, there is almost 20 online site sell different to Chloé’s products. Chloé puts lots of effort into China’s market share and has opened a Chinese Blog/webpage for its Chinese clients. The targeted worldwide markets include the regions in East Asia, such as Japan, Korea, China, and the Middle East, the US and Europe as well. Currently, There are 38 Chloé boutiques in Europe, 11 in the Middle East, 67 in the region of AsiaPacific and 26 in the US. In total is 142 Chloé boutiques around the world.
Retailers Additionally, there are some of the retailer stores also sell Chloé’s products, including Macy’s, Nordstrom, Dillard’s, Bloomingdale's, Saks Fifth Avenue, Walmart, Target, Neiman Marcus, Walgreen, Sephora, Pier One, Anthropologie, Kohl's, CVS, Ulta Beauty, etc.
E-commerce On the other hand, Chloé has two main streams of income; retail and wholesale. The retail is divided into direct retail and online sales. There are almost 20 online sites sell different to Chloé’s products. Chloé puts lots of effort into China’s market share and has opened a Chinese Blog/webpage for its Chinese clients. It is uncertain how much revenue the wholesale counts for percent compared to direct retail, but it is estimated to be a figure of around three hundred million dollars.
L U XU R Y F E M IN I N E IN D E P EN DE N T D E LI C AT E F R E N C H G IR L S A D O RA B L E B LE N D I N T O N A TU R E
Chloé’s Pricing Strategy
Premium price strategy, or so-called price-quality signaling, has been used for its brand strategy. This strategy involves setting the price of products, services higher than that of similar on the market. The high pricing promotes the brand aspiration image and identity, as well as supporting the brand message. Due to the brand awareness of the house and its luxury status, the price point has been able to maintain the same high value and not managed to be undercut by competition.
Price range for fragrance : Approximate from $50 to $130
PR IC ING ST RAT E G Y
Premium Price Strategy
CURRENT TARGET
Psychographic: Consumers who want to buy Luxury products. Feminine, upper class. Demographic: Age between 18-45, women, higheducated, residing in an urban or suburban area, income over $70,000.
Geographic: Worldwide - focus on Europe, US Behavioral: High-spenders, loyal to Chloé Cohort group: Millennials and Generation Z Regardless of race, nationality and religious background.
SWOT
Strengths
Appeals to women, feminine brand image, brand loyalty, Ready-To-Wear section, stable finance.
Weakness
High cost, lack of male products, only focus on feminine image.
Opportunities
New market focus on the young generation (teenagers, children), marketing campaign, markdowns.
Threats
Loss of working-class sales, recession, more new and unique brands pop up, competitors' new collections, counterfeit products.
Brief Competitors Review
One of the most well-known luxury houses globally found-ed in 1910 by Coco Chanel (Gabrielle Bonheur). Opening the couture house in 1918, the house has been globally recognized for such works as the “little black dress” and the No.5 perfume which still acts as a symbol for the brand. Their product offering being haute couture, ready-towear, perfume, beauty, accessories, etc.
Dior, as a top luxury brand, has created a great fashion culture in its history. For example, the typical black dress is popular for women for many decades even until now, it is so classical. As a top brand, Dior did the best to produce extremely great quality products. They focus on fashion trends and leading the trends.
Chanel Coco Mademoiselle 1.7oz/50ml $105 Coco Mademoiselle is a women's perfume in the Chanel collection that was introduced in 2001 for younger female consumers. It's a sexy fresh oriental fragrance in a classic signature bottle, wearable and perfect for traveling or the dressing table. It represents the young and free spirit of Coco Chanel. No wonder it has been popular for more than 10 years.
Dior Miss Dior 1.7oz/50ml $105
Dior has become known for fragrance landmarks because of their specially-selected rare ingredients, by perfumer themselves from around the world, such as Arabian jasmine, Tuscan iris, tuberose, patchouli, neroli, Calabrian bergamot, daring olfactory statements and creation that knows no bounds. Miss Dior reveals the femininity of a sensual floral as well as present the image of modern and confident women.
Brief Competitors Review
Macro & Micro Trends Tr end s Th at W il l Im pa ct o ur Pr oduc t/ C us tomer
Macro In-store experience Feminism Quality of over quantity
Micro About fashion : Tailoring, Independent, Free Spirit and Powerful Women Image About color (F/W 2020/21) : Earthy color tones About fragrance : A connection with nature. There are needs of woody scents for women with some touches of modernity. The search for authenticity and the exploration of sensory pleasures.
NEW TARGET
Demographic
Age between 25-35, women, graduate from college or university, middle-high class, annual income over $48,000
Geographic
All over the world Main focus will be Europe, US, and East Asia
180,000 Potential Customers
Psychographic Consumers who like to buy luxury premium fragrance, independent, leadership, and busy lifestyle
Behavioral
High-spenders, loyal to Chloé, good at adjusting scheduling, workaholic, admire nature
FRAGRANCE CONCEPT
CONCEPT IDEA Inspired by the pre-fall 2020 collection, we started our idea of a new fragrance that describes new Chloé woman. Looking at the collection, the colors and silhouette shows mature image of Chloé woman. We want to create more deep and intense fragrance that represents F/W season. Beyond that, we want to create a new Chloé woman who is existed in our world. She is an enterprising, successful career woman, but has a free spirit.
C H LO É F RA G R A N CE S
Current Products
CHLOÉ Powder Floral Peony, Rose, Honey, Cedarwood The Chloé woman who is creative and confident looking for a freedom
CHLOÉ LOVE STORY Fruity Floral Jasmine, Neroli A free woman who has an essence of seduction, a declaration of femininity and a proclamation of freedom
CHLOÉ NOMADE Warm Floral Oakmoss, Freesia, Mirabelle Liquor A free-spirited and confident woman asserting who she is
CHLOÉ L'EAU Classic Floral Citrus, Natural Rose Water, Magnolia The radiant beauty of woman following her own path
SC EN T M OO DB OA RD
Woody floral Deep Delightful Elegance Suave Exquisite Smooth Mature
NEW FRAGRANCE
WHY? Chloé’s fragrances are well known for their feminine and lovely scents. They have Powder Florals, Fruity Florals, Warm Florals, and Classic Florals. We found this is the opportunity to create Woody Floral fragrance for Chloé. The new girl shown in Chloé’s advertisements is now more mature. But the message of Chloé will remain the same. Using deep F/W colors inspired by the collection, we are trying different directions from what Chloé kept for a long time. This will be a good re-branding of the brand and will drag more customers aged between 25-35.
CHLOÉ, PARTIR Woody Florals Eau de Parfum Top notes : Fresh green notes. Middle notes : Chloé rose, and white floral. Base notes : Oud, sandalwood, cedarwood, musk, and amber. Size : 1.7 oz (50ml)
C O ST F O R J UIC E
FRAGRANCE DESIGN
Product Packaging Idea Use it as a standard perfume on the dressing table or like a decoration
1: Use it as a case/pouch
2: Use it as a bag acessory
DESIGN MOOD BOARD
PANTONE 4203 C
PANTONE 2188 C
PANTONE 2442 C
PANTONE 2032 C
PANTONE 2313 C
PANTONE 7508 C
Primary
Packaging Design Sketches
Materials include
2
leather, metal, glass and plastic
1
Inspired by Chloe's Collection first sketch 3
Secondary
Designing Process...
Final Design Size: 2.5'(w)x 0.7'(d) x 3.5'(h) Capacity: 1.7oz/50ml Materials: Aluminium, Glass, Leather Weight: 100g (0.22 lbs) Colors: Gold & Rose gold & Beige leather Features: Cap rotates at 360 degrees. Engraved Logos on the top of the cap and metal grip. Backside has attachable metal chain.
Secondary Packaging
Size: 4.25'(w) x 4'(h) x 2.75'(d) Capacity: 1.7oz/50ml Materials: Cardboard Weight: 50g (0.11 lbs) Colors: White box with deep beige print Features: Our secondary packaging will be similar to Chloé classic ones, but with deep beige color. This is a textured cardboard box with an embossed Chloé logo. It also contains an inner cardboard which fits and holds the product.
Labeling Ingredient statement
Statement of identity
Expiration Date
Name and address of the manufacturer & packer of distributor
The Green Dot symbol
E-mark Net quantity of content: ml & oz
Warning statement
Primary Package Cost
$0.63 Secondary Package Cost
--------------------$4.08 Total Packaging Cost
CH L O É, PA R T I R | C OS T & PR ICE
$3.45
THE STORY.
She was a Chloé girl and now she's grown up living in a city. She works hard and has a good reputation in her career. She is workaholic and satisfied with her busy city life. She had a big project at her work and she successfully finished her project well. Also she got a promotion. She is an independent and mature woman who can achieve whatever she wants. But sometimes, she admires nature to free her spirit. So, she decides to leave from her routine. She packs her bag, and finally attaches the perfume to her bag. And she departs.
M O O D B O A R D | C H L OÉ PA RT IR
PARTIR (French)
=
DEPART, GO, LEAVE, START, TAKE OFF, HEAD OFF, MOVE AWAY
PRODUCT NAME We are following the naming of past fragrance lines in Chloé. Most of them have French names, and we decided to go the same path. The name implies the meaning of depart. It matches the product concept and design. There is none of the registered words as Partir at Trademark.
PRODUCT POSTIONING INTO LUXURY
PERSONAL BELONGING
TRENDY
The new product will be a premium women fragrance along with the price point.
The new product is easy to carry as a daily personal belonging. It is not just an ordinary perfume that stands on the dressing table all day long.
It has trendy design elements from our newest collections. It is a new item for Chloé that has a combination of its own signature metal elements and leather material.
SOPHISTICATED
WOODY FLORAL
EXCLUSIVITY
The product has woody floral scent which is unique in the fragrance market. This delightful scent will be a fresh introduction to our loyal customers and targets.
The product will be sold through Chloé's boutique, online, and only department store that we contract with. Since our product design is special, we are giving exclusivity to distribution as well.
The product will be matched to the new Chloé woman's image. It will represent the new Chloé woman who is mature, workaholic, stylish, and fashionable.
Aesthetic Collateral STORE INSTALLATION
BLOTTER CARD The blotter card will be designed as the perfume, still it's just a paper. And there is an elastic string in order to attach it to the bag or belt to get a sense of the new design.
SAMPLE The sample fragrance will be contained 1 ml in a plastic bottle. We will give the sample to customers who purchase any Chloé fragrance on specific events.
Chloé will launch a new fragrance 'Chloé, Partir’ in Fall 2020 to women between the ages of 25-35, targeting millennials interested in premium fragrance. We plan to sell 63,000 units in a year and make a revenue of $3.2 million. By Chloé Partir Team
O B J E C T I V E | CHLOÉ PARTIR
DETAILED COMPETITIVE REVIEW
D ETA IL ED C OM P ET I TIV E RE V IEW
Burberry Body Eau De Parfum 2oz $88 ($44/oz) Top notes: Fresh green absinthe, peach, and freesia. Heart notes: Roses and iris. Base notes: Sandalwood, cashmere, musk, amber, and vanilla.
Body Burberry is a luxury chypre - fruity composition that begins with notes of fresh green absinthe, peach, and freesia. Roses and iris are in the heart, leaning on the base of sandalwood, cashmere, musk, amber and vanilla. "Burberry Body is the most exciting launch that we have ever created and captures the iconic spirit of the brand today in a striking and sensual way." - says Christopher Bailey.
D ETA IL ED C OM P ETI T IV E RE V IEW
Chanel Chanel No 19 Eau de parfum 1.7 oz $105 ($61.76/oz) Top notes: Green notes and bergamot. Heart notes: Rose and iris. Base notes: Vetiver, oakmoss, and leather.
Number 19 Eau de Parfum is a floral-woody-green fragrance, a white and green floral harmony. It contains the notes of galbanum, neroli, bergamot, jasmine, rose, lily of the valley, iris, vetiver, sandalwood, leather, and musk. The galbanum and leather on a musky base make the scent very difficult to classify.
D ETA IL ED C OM P ET I T IV E RE V IEW
Gucci Mémoire d'une Odeur Eau de Parfum 2 oz $95 ($47.5/oz) Top notes: Roman chamomile, bitter almond Middle notes: Coral jasmine, jasmine petals, musks Base notes: Vanilla, cedarwood, sandalwood
Gucci Mémoire d’une Odeur is a gender-neutral scent meant to evoke memories of one's past. It combines chamomile with notes of jasmine, musk, and sandalwood, ”the musky mineral accord is the keystone of the fragrance: it links all the other olfactive elements together with pure softness,” Alberto Morillas.
D ETA IL ED C OM P ETI T IV E RE V IEW
Clive Christian No. 1 For Women Eau de Parfum 1.6 oz $525 ($328/oz) Top Notes: Pineapple, Apricot, Bergamot, Cardamom, Paprika, Peach, Plum Heart Notes: Carnation, Iris, Jasmine, Orchid, Rose, Ylang-ylang Base Notes: Amber, Benzoin, Musk, Sandalwood, Tonka bean, Vanilla, Cedar
A rich and complex perfume that is subtle yet sophisticated. An exquisite mastery of luxurious and exotic florals with accents of eastern oriental fragrance. Inspired by the garden of Aphrodite, this beautiful fragrance reflects love, beauty and romance.
Regulation & IP Launching a new fragrance should consider some necessary regulations flammability, ingredient regulations and shipping. Also, a part of the secondary packaging design, the materials include leather and metal materials, so there are some potential regulatory and intellectual-property issues from this product are: FDA regulation TSA regulation Domestic Hazmat Regulations Labeling of Fragrance Ingredients Any regulation regarding using real leather Any regulation regarding using metal materials. Fragrance name (Trademark) Company logo (Trademark) Fragrance bottle design (Patent)
Marketing Claim
Testing Plan
Exclusively using Chloé’s own rose garden for Chloé Partir. It is suitable for both dressing tables and daily life.
Objective To ensure the ingredients of Chloé Partir is approved by FDA, also the international and domestic hazmat regulations for save shipping. Also the product provides accessorize and perfumed functionalities.
Modern and fashionable bottle, it can be easily carried as your daily highlight of accessories. It is FDA and TSA approved.
Safety Acute toxicity testing Skin irritation/ corrosion testing Skin sensitization testing Carcinogenicity testing Consumer Gathering group to test, and sending them blind samples to designated people for their feedback. Provide an outlet for customers to deliver their feedback, opinions of customer service and social media. Clinical testing is not needed.
Competitive Advantage
The image of a mature woman will be pursued, but the design of a feminine element will be added. We are trying to define modern women's identities as well as minimize the classic elegant image defined by Chanel. The scent will be woody floral but not as heavy as our direct competitors' products. We have our own rose garden so we will have an exclusive scent for middle note. The design of the product will be a huge difference to competitors. It will be our strength among competitors. Lastly, the price is following the luxury premium fragrance price point.
TI M E & A CT ION C A LE ND A R
"Launch Date: 3rd, Oct 2020"
We set the launch date in early October of 2020. Our launch date is October 3rd. Since the product is more suitable for cold weather, we'll be releasing it in early October when the weather gets colder. It's a rather tight schedule and we need to make sure that the plan doesn't get messed up as much as possible. We'll be working with manufacturers who are already working together, so we'll be able to do all the tasks on time.
SCHEDULES & LAUNCH TIMING
Date can be adjusted up to the 15th of May 2020.
2 Feb
18 Feb
15 April
17 April
30 April
25 May
Concept
Meeting w/
Confirm the
Meeting w/ design
Confirm final
Approve final
development
perfumers
samples
and tech team
designs
sample
L A U N C H T I M IN G A N D D ET A IL S
3 Oct, 2020 4 June
4 July
18 July
10 August
Testing - safety,
Confirm
Confirm campaign
Confirm launching
quality and tech
allocation plan
advertisement
event plans
L A U N C H T I M IN G A N D D ET A IL S
LAUNCH
D I S T RIB U TI O N CH A N NE LS
Long term Product At least 6-8 years
Own Boutique Department Stores E-Commerce
We expect Chloé Partir to be a long term product. Since it’s a fragrance, we are looking forward to survive at least 6-8 years in the market. In the meantime, we will make additional efforts to ensure that the product continue as we change our marketing strategy and packaging as well.
PR O D UC T L I F E C Y CL E
80%
Retailers 50,400
Europe 12,600 North America 12,600 East Asia 12,600
PARTIR 63,000
Others 12,600
20%
Chloé 12,600
D I S T R I B U T I O N PL AN
Boutique 3,780
30%
Online 8,820
70%
25%
25% 25%
25%
INTEGRATED MARKETING PLAN
Marketing Objective (Launch) During the launch period, 3rd of October-3rd January, we are going to sell 25,000 units by promoting through In-store launch party with specific retailers (Exclusive contract) "New Chloé Woman" Event Digital Marketing: Social media posting, and short advertisement film Print Ad: Magazine advertisement Press release
We want to increase awareness of the new product release during the launch period.
Message STORY
Partir Anywhere
+
She was a Chloé girl and now she's grown up living in a city. She works hard and has a good reputation in her career. She is workaholic and satisfied with her busy city life. She had a big project at her work and she successfully finished her project well. And also she got a promotion. She is an independent and mature woman who can achieve whatever she wants. But sometimes, she admires nature to free her spirit. So, she decides to leave her routine. She packs her bag, and finally attaches the perfume to her bag. And she departs.
Promotion Plan
PRINT AD
SOCIAL MEDIA
PRESS RELEASE
Through fashion magazines, we'd like to take one full page of a campaign poster with the scent. We will keep promoting the campaign via print ad every three months.
Through social media, we are going to promote the new campaign film as well as the product aesthetic photo shoot. Influencer's main advertising platform will be social media as well.
Whenever the new promotion event is coming out, we will inform the information through a press release as well. Most of them will be on-line press.
Promotion Mock-ups
" P A RT I R A N Y W H E RE "
PRINT AD
SOCIAL MEDIA
PRESS RELEASE
Launching Event Plan 1
EXCLUSIVE CONTRACT WITH SPECIFIC RETAILERS & LAUNCH PARTY
We will make an exclusivity contract with the designated retailers for launching quarter. The main six cities (Paris, NY, London, Seoul, Tokyo, and Shanghai) over the world will have a launching
Send RSVP: September 11th, 2020
party at launch date. We will invite influencers, perfumers, and
Event date: October 3rd, 2020
press to the department store’s private event room. We will have
Place: Galeries Lafayette(Paris), Saks Fifth Avenue(NYC),
a launching party with small bites, sparkling wines and music.
Liberty London (London), Galleria department store (Seoul),
Invitees will get our new product as a gift. This event is classic
Hankyu department store(Tokyo), Shanghai No. 1 Department
launch party for the people who are known for their field.
Store(Shanghai) Take-aways: Chloé, Partir
For us, training sales are crucial. The training curriculum will take a week and will take place at the Chloé office. Salespeople will
Training session: September 21st - 28th, 2020
be trained on new perfumes and sales strategies, including
Place: Chloé's office
descriptions of all Chloé perfumes.
Launching Event Plan 2 A NEW CHLOÉ WOMAN IS YOU Deadline: October 3rd, 2020 Send RSVP: October 8th, 2020 Event date: October 24th, 2020 Place: A fine restaurant in each cities (NY, Paris, London, Seoul, Tokyo, Shanghai) Take-aways: Chloé, Partir Chloé will promote our new products with the story and sending a message to the target, who wants to be our new Chloé woman. We will get applications who want to join our launch event through the platform such as Instagram, Facebook, and online website. They are asked to fill out a form about why you are matched to the story. The 30 of applicants will be our new Chloé women. We will send out our RSVP to them and we will have a dining at fine restaurant. The RSVP will get our new product.
Mock-ups
Marketing Objective (On-going) After the launch period, we are going to sell 38,000 units by promoting through Valentine's day event Graduate event Celebrate special holidays Release new color of packaging
We will keep our product to be sold regularly in order to meet the goal. And we will expand our targets as the new event goes through.
Ongoing Marketing Plan Feb
VALENTINE'S DAY
May to June
FOR GRADUATES
KEY CELEBRATION DAYS
During Valentine's Day season, we are
During graduating season, we will do
During this season, there are some special
going to launch a special secondary
marketing focus on graduates. We will
holidays, such as
packaging edition, the box color will be
keep our slogan, "Partir Anywhere," on
March 8 : International Women's Day
changed to rose pink with gold embossed
social media. We will also put effort on
August 26 : Women’s Equality Day
Chloé logo and special illustration. For
gift wrapping as Valentine's event. So, we
September 16 : Wife Appreciation Day
customers, we will provide the gifting
will provide a card to customers as well.
We will cooperate with influencers to
service, which allows customers to write
post the hashtags related to these days
messages on a card attached to their
including "Partir Anywhere" at the end.
purchased products. Also, they can select one Chloé fragrance sample.
Ongoing Marketing Plan July to Sep
CHANGING COLOR OF THE PRIMARY PACKAGING For the last quarter, we will release new primary packaging, such as changing the color of the leather and metal. We will also open customization system on our website. Customers can change the color of leather and metal themselves on Chloé official website. We expect this service can drag more customers as well as repurchase rate.
Budget Total : $965,790 For launch period : $434,605 (45%) For on-going marketing : $531,185 (55%) Influencer 19.6%
Short Film (Campaign) 5.6% In-store event/installation 31.4%
Short Film 5.1%
Other 1.9% Valentine's Day 22.6%
Graduate Event 15.1%
Sales Training 3.2% Press Release 2.5% New Chloe Women event 4.6% Social Media 3.7% Print Ad 29.9%
<Budget for launching>
Changing Packaging 19.8%
Print Ad 28.2%
<Budget for on-going marketing>
Detailed Budget Plan Total : $965,790 For launch period : $434,605 (45%) For on-going marketing : $531,185 (55%)
Marketing Schedule for Launch
Marketing Schedule for On-going
H O W TO M E A SUR E S UC CE S S ?
LAUNCH PERIOD -
Click-through rate to our website Hashtags about the product Number of views of the short film Positive reviews of launching events Positive reviews of the product Meet our planned sales
ON-GOING PERIOD -
Repurchase rate Number of shares about each posting Number of views of the new film Meet planned quarter sales Social media traffic Positive reviews of the product
DEVELOPMENT PROCESS Changing primary and secondary packaging Various size - large or small More specific on-going marketing plan
CHALLENGES Changing product name & story based on our design Limited cost for packaging Limited distribution channels
FORECASTS AND FINANCIAL ANALYSIS
CO ST OF GO O DS S O L D
PR OF IT A N D L O SS ST AT EM EN T
75,000
50,000
0
2018 sales of Chloé fragrance was $161.4 million. We want 2 percent increase in total sales coming from the new product. So, we need $3.2 million sales in a year from the launch. The estimate number of product sold is 63,000. 21 20
20
21
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O ct
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ne Ju
Ap 21 20
F I N A N C I A L ANALYSIS
20 21
b Fe 21 20
20
20
D
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ril
Annual Sales Forecast
ec
25,000
F I N A N C I A L ANALYSIS CONT. 12,500
10,000
7,500
5,000
2,500
0
Oct
Nov
Dec
QUARTER 1
Jan
Feb
Mar
QUARTER 2
Launching quarter will drive the Still, the cold weather will encourage most attention from target customers to buy the product. Also, customers. Holidays and the season we will push our marketing for will fit our product concept as well. Valentine's day in order to drag We expect to sell about 25,000 more interest. products making $1.28 million during this quarter.
April
May
June
July
Aug
Sep
QUARTER 3
QUARTER 4
This quarter can be the slowest growth in sales because of the weather. However, we will make revenue by marketing toward graduates.
For the last quarter, we are planning to give options for the primary packaging. We will offer new color of the product. Expecting our sales to be $3.2 million at the end of the quarter.
KEY TAKE-AWAYS Launching a new fragrance 'Chloé, Partir’ in Fall 2020 to women between the ages of 25-35 targeting millennials interested in premium fragrance. The product has easy and stylish packaging to be carried like a bag accessory. The key marketing message is "Partir Anywhere." During the launch period, we are going to sell 25,000 units by promoting through various marketing platforms. Planning to sell 63,000 units in a year making a revenue of $3.2 million.
THANK YOU C H L O É , P A R TI R
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