Alfred Sung Marketing Plan Assignment 2022

TABLE OF CONTENTS
DEFINE YOUR BRAND
What is your vision statement?..............................................................................2
What is your value proposition?............................................................................2
What is your positioning statement? ....................................................................2
IDENTIFY YOUR CUSTOMERS
Your top three personas.........................................................................................3
UNDERSTAND YOUR COMPETITORS
Your top three competitors....................................................................................4
ANALYZE YOUR BUSINESS
Strengths................................................................................................................5
Weaknesses............................................................................................................5
Opportunities.........................................................................................................5
Threats...................................................................................................................5
DEFINE YOUR DIFFERENCE
What is your USP?................................................................................................6
What is your elevator pitch?..................................................................................6
MAP YOUR CUSTOMER’S JOURNEY
MARKETINGPLAN

Your customer’s journey.......................................................................................7
CREATE YOUR ACTION PLAN
What is your marketing budget?............................................................................8
Who is on your marketing team?...........................................................................8
Who is responsible for what?................................................................................8
What is your pricing strategy?...............................................................................8
How will you distribute your goods or services?..................................................8
How will you create or update your website?.......................................................9
What is your social media strategy?......................................................................9
What is your email strategy?.................................................................................9
What is your advertising strategy?........................................................................9
What is your public relations strategy?...............................................................10
What is your after-the-sale strategy?...................................................................10
MONITORING, MEASURING AND IMPROVING
How will you measure the effectiveness of your marketing activities?..............11
How will you adjust to improve?........................................................................11
MARKETINGPLAN

Alfred Sung perfume, A variation of the popular Alfred Sung fragrance house in 1986, has a lot
to give to the contemporary woman. Alfred Sung's perfume, the classical fragrance begins with
top notes of spicy lemon, bergamot, white mandarin, juicy peach, jacinth, galbanum. The several
notes lead to core hints of carnation, sweet iris, lyres, rosé, orchid, osmanthus and heady jasmine,
which encourage a sweet, traditional floral influence. Vetiver, orange herb, cinnamon,
strawberry, sandalwood, oakmos and musk base notes, hold everything gentle and smooth while
they add an enticing Wood touch to the mix (Fragrantica, 2020)
What is your vision statement?
Alfred Sung perfume has a vision is to provide unique and memorable signature of
fragrance. Their main core values are providing innovative fragrance, trust and bond with the
customer. The Internet of Things is the next big wave in market transition through which they
can lead in all over the world.
"Alfred Sung's Her Eau de Parfum is exceptional because it's an unforgettable
trademark"
What is your value proposition?
The proposed meaning is: "take the real YOU out." The 'YOU' will, in this case, refer to
each customer's particular identity, as is seen by their distinctive aromas. This leaves large
segments of society with unfulfilled needs in the production of unique perfumes that conform to
every individual's unique tastes, particularly in the middle class
What is your positioning statement?
"Our fragrance offers an exceptional floral aroma instantly recognizable as classic and unusual,
as the ultimate fragrance for discerning women and men."
MARKETINGPLAN
Define your brandPart 1
3

MARKETINGPLAN
Define your brandPart 1
4

Your top three personas
PERSONA 1 PERSONA 2 PERSONA 3
What is their
demographic
profile?
Age, sex, profession,
income, social status,
education, etc.
Age: 24
Sex: Male
Profession: Job
Income: $10000
Social Status:
Middle to High class
Education: Qualified
with Masters
Age 22
Sex Female
Profession: Student
Income: $2000 to
3000
Education: Pursuing
MBA
Age: 45
Sex : Female
Profession:
Successful
businessman
Income= $35000 to
$50000
Education: Done
PHd
What are their
values, attitudes,
interests, needs and
lifestyle choices?
What is important to
them?
Values: Active in
socializing
Attitude: Maintain
High standard living
Need and Lifestyle:
Prefer expensive and
Value: She carry
confidence with
mild fragrance that
made her more
confidence
Attitude: focused
over career
Value: To live the
life fullest
Attitude: Positive
towards its life
Lifestyle: Maintain
high standard of
MARKETINGPLAN
Identify your customersPart 2
5

high brands product
Maintaining high
standard of living
and love to spread
fragrance
Interest: Hanging
with friends and
earning side by side
Lifestyle and needs:
Manage work and
study life
consequently
living
She is the owner of
the company and
highly adoptive of
new product and try
according to her
taste
How do they like
to do business?
Online or face-to-
face? How much do
they spend? What
kind of products
do they buy? What
do they want
in terms of features,
functionality and
cost?
He prefers face to
face business. They
spend majorly $
200to $600. They
majorly buy high
price product. He
majorly buy the
perfume that give
freshness whole day.
He need strong
fragrance that will
stay whole day
Online business.
Spending power is
$400 to $600. She
majorly buy know
brand products. In
term of features, she
preferred mild
fragrance perfume
that will stay long
lasting
She prefers face to
face business and
spend more than
$20000 in an month.
She majorly buys
premium perfume
brands. She want to
satisfy her
psychological needs
and maintain social
status for which she
prefer different
perfume for
different occasions
MARKETINGPLAN
Identify your customersPart 2
6