Chanel's EXHUBERANCE Launch Strategy

The assignment is to create a marketing strategy for the launch of a new perfume, EXHUBERANCE, by Chanel, targeting women between 25-40 years old. The team needs to decide on distribution, pricing, and promotional elements to reach the target audience. A report should be submitted discussing the growth in the marketplace, target markets, communications messages, promotional methods, scheduling, and resource allocations.

Assignment:
Perfumery brands are masters of creating emotional connections with their target
audience using the many tools of marketing.
Recent research in the UK, suggests a strengthening trend in fragrance purchase up
to 2020. This has led to an increase in new fragrances being developed to establish
the new brand during this fertile period.
You work as part of the marketing team for a top perfumery house. Your small team
are responsible for new product launches and have been involved with the marketing
for the general launch this Christmas 2016 of a new fragrance for women.
(The perfume name I chose is EXHUBERANCE, the top perfumery house is
Chanel, and the target audience are between the ages of 25 to 40)
Marketing Mix Elements
you need to focus on the other three elements to decide what choices
you need to make in launching the new fragrance.
Listed under each heading is a series of important questions you need
to address. This isn’t a definitive list, but an aide to critical thought.
Distribution
What distribution strategy are you going to adopt?
Where do buyers look for your product?
If they look in a store, what kind?
Can they buy it online?
Price
How will your price compare with your competitors?
Is the customer price sensitive?
Does the pricing fit with our brand image?
Promotion
Will you reach your audience by advertising?
Online.
In the Press.
On TV, or Radio.
Billboards.
Alternatively, via Direct Marketing mailshots, Public Relations, Sales Promotions or a
Promotional mix of the above. The choice is yours.
What budget is set for the campaign?
Please note: you should pay special attention to the promotional element of the mix,
as failure to communicate the right message to your audience might result in failure.

Report guidelines:
Your report should discuss and comment on ALL the following issues:
 The task of the launch is to identify the growth in the marketplace, and the
selection of the most appropriate target markets to help facilitate that growth.
 Identifying those key markets and creating suitable communications
messages that are considered important to the achievement of that growth
 Produce a strategy showing promotional methods, and scheduling.
 Resource allocations, including the proportional spend for your chosen
communications campaign. It should be noted that there is no expectation
that accurate costing/budget figures will be produced.