Chloe Fragrance: Product Development

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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Ap 21 20

F I N A N C I A L ANALYSIS

20 21

b Fe 21 20

20

20

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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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https://www.dior.com/beauty/version-5.1563986503609/resize-image/ep/3000/2000/90/0/horizon%252Fcovers%252FY0996154_C099600155_E01_ZHC.jpg https://i.pinimg.com/564x/8f/07/25/8f07255a5713ad96420db9a3be227074.jpg https://i.pinimg.com/474x/ae/da/02/aeda02471c27300ca83a41cb6eba8707.jpg https://i.pinimg.com/474x/21/e3/84/21e38424f0a5cbac24f3acf0f654cb45.jpg https://i.pinimg.com/474x/40/4e/86/404e86db3931d2e8d503912d0810c490.jpg https://i.pinimg.com/564x/cf/f5/e5/cff5e5aea103b05ce6c964733152ca21.jpg https://i.pinimg.com/564x/d5/23/40/d52340720ab24ff7290a63b58325800e.jpg https://i.pinimg.com/474x/db/e8/35/dbe8352d7facd602cb5c7cac94aba050.jpg https://i.pinimg.com/474x/01/ed/26/01ed262a281071a0adc8d9701f933b7c.jpg https://weheartit.com/entry/327790622?context_page=5&context_type=user&context_username=JustAnOat https://i.pinimg.com/564x/8c/17/61/8c17614e7ab48fc02778ad7a2c73afbb.jpg https://i.pinimg.com/originals/dd/ac/74/ddac7443056274d86057496d45dd55a1.jpg https://www.tripsavvy.com/thmb/OF77DA_kC5-HEGM9befW07mCh8o=/3648x3648/smart/filters:no_upscale()/Adventure-People-Mountain-Trek-Travel-Rock-Woman-25918745c5f4af6c9e77c00015667cb.jpg https://miro.medium.com/max/4500/1*NV9ItyfUdl5P4f0YsCF1rg.jpeg https://i.pinimg.com/564x/b4/b9/27/b4b927c17a24da6ed7050d6048771fa1.jpg https://i.pinimg.com/564x/99/97/86/999786133469f99155c1b1def5235878.jpg https://www.rawpixel.com/image/28014/business-travel?referral=15024&source=pinterest https://i.pinimg.com/564x/67/51/a4/6751a463e4e7f01353e6303c374a518c.jpg https://i.pinimg.com/564x/ae/7f/09/ae7f0931641c991e134a03fdf3d535fc.jpg https://i.pinimg.com/564x/72/9a/05/729a059d19dc5bb9d42fc812b1f631a3.jpg https://i.pinimg.com/474x/69/41/8b/69418b1a02a29585d24fb5581a781013.jpg https://i.pinimg.com/474x/75/25/dd/7525ddca172724d7280e491eeb124532.jpg https://i.pinimg.com/564x/55/2a/af/552aaf7c470b68d33fc40a01b0cf47aa.jpg https://i.pinimg.com/474x/2d/35/78/2d35783092279a217b247c77b3afc03a.jpg