Detailed Marketing Plan for Alfred Sung Perfume Brand

This marketing plan provides a detailed analysis of Alfred Sung perfume, covering various aspects crucial for its success. It begins by defining the brand's vision, value proposition, and positioning statement. The plan then identifies target customers through the creation of three distinct personas, outlining their demographics, values, and purchasing behaviors. A competitive analysis is conducted, evaluating the top three competitors, their strengths, and weaknesses. The plan also includes a SWOT analysis of Alfred Sung perfume, highlighting its strengths, weaknesses, opportunities, and threats. Furthermore, it defines the unique selling proposition (USP) and elevator pitch for the brand. The customer journey is mapped, detailing how to attract, engage, and retain customers. The plan concludes with a comprehensive action plan, including a marketing budget, team structure, pricing strategy, distribution channels, website strategy, and social media, email, advertising, public relations, and after-the-sale strategies. The plan also addresses how to measure the effectiveness of marketing activities and make necessary adjustments for improvement.

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
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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."
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Define your brandPart 1
3

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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
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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
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Identify your customersPart 2
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Where are they
located?
Surry Queensland Toronto
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Identify your customersPart 2
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Understand your competitorsPart 3
Your top three competitors
The top three competitors are Burburry, Versace, Calvin Klein
COMPETITOR 1 COMPETITOR 2 COMPETITOR 3
Where are they
located?
United Kingdom Italy American
How long have they
been in business?
Started in 1856 In 1978 it started In 1970 it started.
What are their target
markets?
It mainly targets
high status people
and Young
Generation
High Class gentry
who maintain high
standard of living
People from age
group of 15 to 45,
who live standard
lifestyle.
What are their unique
selling points,
competitive
differentiators?
USP is variety of
different fragrance
for every type of
people
Its simplicity,
reliability and high
quality.
It offers low price
than its
competitors.
What are their S- Unique design & S- Strong Brand S- High research
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Understand your competitorsPart 3
strengths, weaknesses? manufacture its
own fragrance and
other products
W- High prices
therefore, low
income cannot
afford it (Burberry,
2020).
Portfolio, Good
Returns.
W- Requires more
innovative
investments,
ineffective
financial planning
(Versace, 2020).
and development
expenditure,
product innovative.
W- Limited
editions of Perfume
(Calvin Klein,
2020).
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Analyze your businessPart 4
Strengths
Alfred Sung perfume is one of the famous brand that maintain high level of brand value in
the Canadian market. They manufacture luxury perfumes that are also tailored to other customers'
tastes. The signature fragrance of Alfred Sung is suitable for any season. Its vivid green and citrus
notes make it great for sunshine events. Both goods are genuine brands with original titles.
Weaknesses
These brands' vulnerability is that they concentrate solely on the high level at exorbitant
costs. This means that the middle class, which also constitutes an significant market share, can no
longer access their goods. Moreover, it is also not connected with other international market
which is the biggest weakness of the brand as there are many updates in a single day and every
business needs to be updated in their market to take any decision or apply any change.
Opportunities
The opportunities in the market are increase in the promotional activities to aware public
about the brand, highly recommended to open online stores, need high attention at internets
sources such as, Instagram, Facebook, and Twitter. Furthermore, low inflation rates in a great
opportunity for Alfred Sung's perfume to grow; a subsidy by government on sale on environment
friendly goods is also an opportunity. Alfred Sung's perfume can be used for online sales and e-
marketing.
Threats
In this competitive market there are some of the treats such as, fluctuation in exchanges
rates, bargaining power of suppliers have increased, a lot of new entrants, high completion in the
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Analyze your businessPart 4
markets and big change in taste and preference of customers. Also, there are many substitutes
available in the market which is a big threat at present. Competent in the same industry offer a
similar range of perfumes that can minimize the market share of Alfred Sung perfumes
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MARKETINGPLAN
Create your action plan
Part 7
What is your USP?
The unique selling point of Alfred Sung perfume is that they are highly integrated with
the corporate world and business world. Moreover, this uniqueness is fundamental to the
manufacturing process that involves the customers' input. They contribute to the product design
and production of fragrances that are unique to their own tastes and preferences. That means that
both the manufacturing process and the product itself are required to satisfy the customers very
well. The final product consists of customized fragrances, each individual customer's own.
What is your elevator pitch?
The elevator pitch of the company will be :
"We are looking at a future that looks best to us – physically, psychologically,
emotionally and spiritually. Chemical contaminants impact people and the world and we would
like to see more companies and families switching to healthy and natural fragrances. It is bound
to bring challenges to build such a unique business. The issues of Alfred Sung included
"complexity" and "from nothing." Sung scent is a priority over people's social lives and working
hours have become intense.
Your customer’s journey
PERSONA 1 PERSONA 2 PERSONA 3
ATTENTION
How will we make this
person aware of our
business?
Through
Traditional
Marketing such as
Bulletin boards and
advertisement on
Through online
advertisement such
as Facebook,
YouTube,
Through Television
advertisement, and
advertisement in
Magazines
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Create your action plan
Part 7
News paper Instagram
INTEREST
How will we get them
interested in our
business?
Offering them
discounts
By showing them
the variety of
product. As what
they posses
By showing them
premium quality
products
DESIRE
How will we create a
desire to purchase?
By showing them
the importance of
their values and
features they want
By make them feel,
how this product
will make her feel
relax and fresh
whole day
By making them
feel the demand of
the product in the
market
ACTION
How will we get them
to take action and buy?
Our executive will
contact them
through call
By getting in touch
with them through
online chats and
services
By providing
reference of other
clients
LOYALTY
How will we make them
loyal to our business?
By providing after
sale service
By providing after
sale service
By providing sale
information prior
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Create your action plan
Part 7
What is your marketing budget?
The marketing budget for our business will be $55000 in which
$11000 will be cover in online advertisement
$13000 will be cover in newspaper advertisement
$15000 will be cover in Television advertisement
$16000 will cover in Top Magazines
Who is on your marketing team?
The marketing team consists of 5 members in which one person will be in lead. The one
who is leading the team has position of Chief Marketing Officer named as Mark Wilson.
Who is responsible for what?
Chief Marketing Officer will be responsible for whole planning, implementation and
feedback. Now the rest two team members named as Jon and Joe will research on market and
will update each and every detail about market conditions.
Another two member named as Kin and Roy will focus on marketing styles and promotions.
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MARKETINGPLAN
Create your action plan
Part 7
What is your pricing strategy?
A term given to luxury brands is an idea of individuality. This means that the prices will be
higher than the prices of popular perfumes sold in retail stores. At the other hand, it targets at the
middle class; it means that costs will be cheaper than luxury goods considered to reach the high
classes. Therefore, the price range for a 100 ml bottle ranges from $50 to $70. The premium over
the market price of perfumes is to provide value added: uniqueness and quality in the cycle of
perfume creation (Byrd-Bredbenner et al., 2017).
How will you distribute your goods or services?
It will distribute by maintaining a direct contact with a single distribution who will
distribute throughout the city. Also, through online channels their will distribution of products
manufactured by Alfred Sung perfume.
How will you create or update your website?
DESIGN
Videos running in the background automatically will add a lot to a website. You will tell
a story and reduce the amount of other material required to clarify our business dramatically. We
have a popular typeface that lets our clients recognize them automatically among our rivals. In
recent years, designers have provided a wider variety of fonts, so that brands can articulate
themselves more accurately through typography. Furthermore, we will use picture of our product
that will make our website more attractive.
CONTENT
We will produce content that will show the variety of product that we will deliver that our
company produces. It will help in make the customer aware about the variety of our product. We
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Create your action plan
Part 7
will use some tag lines as well that will attract the consumers towards our product to the certain
extent.
Content writer and web designer will be responsible of managing such design and layout that
according to which the content will be prepared more effectively and efficiently
SEARCH ENGINE OPTIMIZATION
SEO and transitions may occur, but are inextricably related, in separate marketing sectors.
Wei will grow the organic traffic on our website that will help in optimizing our site rank high on
search engine results. furthermore, we will focused our website work order through making our
website more beautiful that will help in maximizing the high rank in search engine results.
What is your social media strategy?
A social media strategy is a comprehensive plan which asks what, where, how and why
you post all the content on the social pages of our business. Therefore, there are certain platforms
that will be used to target the consumers as they are explained in the below points:
Instagram: the Instagram page will be created to target the consumers. The Instagram
page will be promoted through Instagram paid advertisement as well as through organizing event
in the page.
Facebook: It is one of the famous sites that are majorly used by the youth. Therefore,
Facebook Page will be created ion such site and reviews option will be provided to the public is
that other new consumers can able to get know about the product that is used by existing clients.
They can get know about the quality that we deliver (Sowers, Colby, Kavanagh & Zhou, 2019)
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MARKETINGPLAN
Create your action plan
Part 7
Vanity Metrics: Vanity metrics, like retweets, are easy to obey, but their true value is
difficult to prove. Rather, focus on targets such as generated leads, web references and the rate of
conversion.
It will be manage by Marketing department as they have experience of more than three
years therefore, they can understand it better and apply the things according to the competitive
strategies. They will be responding to the management at the end of the month each year
What is your email strategy?
Email marketing exceeds any marketing strategy online, including SEO, PPC and content
marketing. E-mail marketing is an integral aspect of any business campaign. Email is the most
efficient way to encourage, connect with and accomplish the market goals with your goods. The
email strategies are explained din the below points while concentering over Canadian anti-spam
law
 We will personalize our message.it will help in targeting specific targeted consumers in
more effective manner.
 We will segment our subscribers. Through segment, we can able to know about the target
consumers whom we want to target in an effective and efficient manner.
 We will provide mobile friendly emails due to which the consumer can access and read
our mail through mobile phones as well rather than through laptop only.
 We will automate email campaigns when possible
What is your advertising strategy?
PAY-PER-CLICK
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Create your action plan
Part 7
PPC is an online advertising technique in which advertisers pay for one of their web
advertisements any time a customer clicks. Word Stream Adviser excludes pay per click ads
from his headache. We find new prospects, refine your account and change your promotional
spending to reach our paid search goals using the 20 minute PPC Work Week framework. There
are many types of PPC advertising, but the pay search ad used by our organization is one of the
most popular forms of advertising. Such advertisements occur as people search online using a
search engine such as Google-particularly as commercial searches are carried out, which means
that they are searching for things to purchase. It may involve everything from a mobile search
(someone searching for "phone close me" on their phone) to a search for local service (someone
searching for a best brand in its area). Anything you do will cause pay-per-click ads.
PRINT/TV/RADIO
Canada is most common television advertisement choice. Television ads is common
because of all other vertical channels, it has the lowest cost per distance. The television
advertisement prices are estimated every 10 seconds for television advertisements in Canada. TV
advertisement companies are qualified in which you can get a discounted version of the TV
commercial card fee. A company will enter India in a single instance by through an ad on TV.
TV commercials often have the additional advantage of several times entering consumers.
Television ads are more impactful than other formats and require two senses in men, eyes and
ears. Therefore, we will hire famous Film celebrity for approaching our brand on TV that will
grab the attention of the consumers (Olson et al., 2018).
What is your public relations strategy?
The brand maintains good public relations and always shares something about brand.
Furthermore, there will be journals to stay in touch with public. Also, in newspapers there will be
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Create your action plan
Part 7
short highlights of brand which public must know. And with the advancement of technology
Blackberry will stay in catch at social media platforms such as, Instagram, Facebook.
What is your after-the-sale strategy?
It is important to organizations to create a client support strategy that includes clients
through various platforms – including contact centers, social networks and in-store.
Organizations build their reputation by personalizing consumer experiences that recall previous
events with the client and the company. It is also a smart idea to give consumers added interest,
likely by encouraging them to engage in a product-related online community.
 We give consumers higher prices when they buy from a store or visit a client.
 We'll ask clients to pay a one-time fee to avail discount of 20% for lifetime.
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References
Part 9
How will you measure the effectiveness of your marketing activities?
To measure the effectiveness of marketing activities there is quite simple way that is to
calculate Return on Investment (ROI). The factors used in calculating ROI are lifetime value
(LTV) of new customers and cost of customers’ acquisition (CCA).
How will you adjust to improve?
 First, there will be analyzing of report and will try to eliminate the nonproductive efforts
done in marketing.
 Second, more focus on productive efforts and will repeat them with more efforts.
 Then, brand will focus on top priority customers.
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References
Part 9
Burberry (2020). About us. Retrieve from: https://in.burberry.com/beta/womens-fragrances/
Byrd-Bredbenner, C., Delaney, C., Martin-Biggers, J., Koenings, M., & Quick, V. (2017). The marketing
plan and outcome indicators for recruiting and retaining parents in the HomeStyles randomized
controlled trial. Trials, 18(1), 540.
Calvin Klein. (2020). About Us. Retrieved from: https://www.calvinklein.us/en/womens-clothing/fragrance-
women/fragrance-womens
Fragrancex. (2020). A Alfred Sung Perfume. Retrieved from:
https://www.fragrancex.com/products/_cid_perfume-am-lid_a-am-
pid_631w__products.html
Fragrantica. (2020). About Us. Retrieved:
https://www.fragrantica.com/perfume/Alfred-Sung/Sung-1650.html
Olson, E. M., Slater, S. F., Hult, G. T. M., & Olson, K. M. (2018). The application of human resource
management policies within the marketing organization: The impact on business and marketing
strategy implementation. Industrial Marketing Management, 69, 62-73.
Sowers, M. F., Colby, S., Kavanagh, K., & Zhou, W. (2019). Testing product, pricing, and promotional
strategies for vending machine interventions with a college population. Journal of Foodservice
Business Research, 22(4), 303-325.
Versace. (2020). About us. Retrieve from:
https://www.versace.com/international/en/women/accessories/fragrances/
For more tips from the Business Development Bank of Canada,
visit our marketing advice hub and download our free online marketing eBook.
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