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
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

Where are they
located?
Surry Queensland Toronto
MARKETINGPLAN
Identify your customersPart 2
7

MARKETINGPLAN
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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MARKETINGPLAN
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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MARKETINGPLAN
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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MARKETINGPLAN
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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