Audi New Fragrance, CARACAL

FASM 330 NEW FRAGRANCE LAUNCH

NEW FRAGRANCE FOR AUDI final presentation Tiffany Lu

Technology Speed Performance Modern Mystrious Streamline

Entrepreneurial Opportunity

As a high performancing company, Audi remains outstanding technology and a modern shape of car body. Entering to fragrance market could make Audi custumers feel more unique, and personalised with the brand.

There is a strong connection between fragrance market and Audi that can make the brand more upscale.

Name Associate with Audi’s DNA, fast, high performance, beastial and modern. Wild animal is the best representitive.

Caracal is this big cat that run the fast in the steppe with such an attitude of sensetive.

Assortment / SKU (store keeping unit) 01 Eau de Parfum 50ml $120 02 Eau de Parfum 100ml $195 03 Ambient air package 20ml $50

Packages Want the customer unwrap the package and keep it as a jewellery box is my original thought. To keep this standard, we have to make the box luxurious. The secondary package is made of leather with a relief of caracal face on top. For the bottle, I got this inspiration from the door of R8, its sporty and shapy.

CARACAL eau d e p arf um 1 00m l

3.3FL. O Z

Amaranth Montserrat

Scent Direction

40% Animalic 20% Musky 15% Leathery 25% Fruit

19 Patchouli 57 Musk T Takasage 2 Bergamont 81 Repro Animals synarome 52 Orange

Distrubution Plan

This product is not consider as exclusive product to the market, but a prestigious product to the brand.

We hope Caracal is going to be world-widely popular.

There will be two steps for the launching to US & Europe market.

Initial Launch Caracal is launching in July second tuesday exclusively at Barney’s New York stores and online store. In additional with Mr- Porter to attract more male customers.

Having a car exhibition at shopping mall is one of the traditional way for car company to announce new models to public. We are having this car show at Las Vegas’ Barney’s store the first july weekend, launching the new fragrance with an Audi car is definitely eye catching.

Secondary Launch A months later, in August, Caracal will be launched with Neiman Marcus as well. We also want to spread the product worldwidely, Selfridges London, Le Bon Marche France will also be our partners to carry this new fragrance They are all modern and upscale department stores.

They are all modern and upscale department stores.

Marketing Plan

Pre Launch Campaign and advertising on social media: Instagram, facebook and youtube. Also on Barney’s and Mr Porter offical website.

An 5-10 seconds advertising and GIF will be included on Instagram. An 30 second normal length advertising will be uploaded on youtube and facebook. Also, posters will be up on store windows as in-store promotion.

Also, want to send out email from our partners to potential customers, to announce this new product.

The Launch Other than the actual exhibition at Las Vegas Barney’s store, an VIP cocktail event will also be held in store for celebrating the launch. Only a day before the launch day for VIP launching “party“.

Celebrities will be invited, such as rappers, designers, involved people.

After Launch A private party will be held in casino Pictures from parties and events have to be sent out through social medias and online magazines.

A road race will also be broadcast on internet, inadditional, a caracal face would need to be printed on an Audi car for giving more influence to public.

Try to create the space of the launch at Las Vegas Barney’s store.

Will have a huge background board with audi logo, and two pieces of glasses in front of it at right and left hand side, to give a sense of spacing. A metal wheel designed counter will be standing in front and show the fragrance. We also left a space for an audi R8 to be in the store, in between the setting.

330 NEW FRAGRANCE LAUNCH FINAL PRESENTATION @Tiffany Lu

Credits @Leo Cheng for bottle

@Hubert Choi for package