Branding Consultancy for Azzaro Chrome Brand Extension: Report

This report offers a comprehensive branding consultancy for Azzaro Chrome's brand extension, focusing on the launch of Azzaro Chrome Romantic. It begins with an introduction to the brand and its existing products, followed by a critical analysis of the product, evaluating its ergonomics, cost, aesthetics, and materials. The report then applies Porter's Five Forces to analyze market competition, assessing supplier and buyer power, the threat of new entrants and substitutes, and existing competition. A key section delves into brand identity, utilizing the brand identity prism to analyze physique, personality, culture, self-image, reflection, and relationships. The target audience is identified as working couples, and a brand story is crafted to resonate with this demographic. The report details how the brand story will be conveyed through advertising, emphasizing the independence and sensuality of both the men and women, and the Mediterranean theme of the brand. The assignment is a student report, and the content is available on Desklib, a platform offering AI-based study tools.

Running head: BRANDING CONSULTANCY FOR EXTNSION OF A BRAND
BRANDING CONSULTANCY FOR EXTENSON OF A BRAND
Name of the Student
Name of the University
Author note

1BRANDING CONSULTANCY FOR EXTENSION OF A BRAND
Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
Critical Analysis of the Product.............................................................................................2
Ergonomics........................................................................................................................3
Cost....................................................................................................................................3
Aesthetics...........................................................................................................................3
Materials.............................................................................................................................3
Porter’s Five Forces...............................................................................................................4
Bargaining Power of the Supplier......................................................................................4
Bargaining Power of the Buyer..........................................................................................4
Threat of New Entrant........................................................................................................4
Threat of Substitutes..........................................................................................................5
Existing Competition in the Market...................................................................................5
Brand Identity.........................................................................................................................5
Brand Identity Prism..........................................................................................................5
Target Audience.....................................................................................................................8
Brand Story............................................................................................................................8
Conveying of the Brand Story................................................................................................9
References................................................................................................................................10

2BRANDING CONSULTANCY FOR EXTENSION OF A BRAND
Introduction
The company Azzaro Chrome was born in the year 1996 with its first product as a
fragrance for men. The founder of the company Loris Azzaro wanted to create a fragrance
that was characterised by the colour azure blue and freshness. The bottle and the perfume
both emanate sunshine and light and make the wearer feel as if he has reached the sky. The
fragrance has been made keeping in mind that the wearer feel energetic, exited and that it
‘lends wings’ to him. The perfumes are inspired by the Mediterranean beaches, the sea, and
the silver glow it has. The company other than the Eau de Toilette has many brand extensions
like shower gel, after-shave and deodorants. Many variety of the Eau de Toilette has also
been launched, Azzaro Chrome Pure, Intense, Aqua and Under the Pole (About Azzaro,
2020).
The latest extension that the brand is looking forward to launch is the Azzaro Chrome
Romantic for both him and her. The product can be classified as for the romantic men and
women. The men who are masculine, yet sensitive and sensual who is in touch with his
emotions and women who are feminine, playful and sensual yet are independent. The brand
extension is to be launched at Christmas and Valentine’s Day.
The company is different from the competitors as it has a Mediterranean backdrop, it
has the glow and the illumination of the sea, the Eau de Toilette has a fragrance that cannot
be matched by any other brand as this fragrance as it makes the wearer feel sensual,
masculine, fresh and energetic.
Discussion
Critical Analysis of the Product
There are many ways a product can be evaluated critically. The major evaluation
criteria of analysing a product is (Aarabi 2014):

3BRANDING CONSULTANCY FOR EXTENSION OF A BRAND
 Ergonomics
 Cost
 Aesthetics
 Materials
Ergonomics
It is how the product can be useful to the consumers and what value it adds to the life
of the consumers. The perfume is useful for the consumers as it makes them feel confident
when they are smelling good, it boosts their self-esteem and makes them energetic and fresh.
Cost
The cost is what the manufacturer has to incur when manufacturing the product and
the price that the consumers have to pay in order to procure it. The cost of the product plays a
significant role in the perception of the product in the minds of the people. The cost of
Azzaro Chrome is € 29.95 for 100ml, which can be perceived as a luxury by the consumers.
Aesthetics
Aesthetics is an important aspect of the product; the aesthetic is the look, feel and
touch of the product. The better looking of the product makes the product more appealing to
the consumers and creates a perception of it being luxurious. The bottle of the perfume is a
square bottle that has chevron-patterned silver cap that radiates the brands message of being
masculine. The bottle is made of glass that is perfectly structured and just like the fragrance
exudes elegance and freshness.
Materials
The materials that are used in the product is the main essence of the product. In the
Eau de Toilette the ingredients that are used is what makes the fragrance and the fragrance is
what attracts the consumers and makes them want to buy the product. The ingredients that are

4BRANDING CONSULTANCY FOR EXTENSION OF A BRAND
used in Azzaro Chrome are nature friendly and is Citrus Woody Aquatic that gives a feeling
of masculinity to the product.
Porter’s Five Forces
It is a framework that analyses the market competition of a company (Dobbs, 2014). It
has five elements that are used to analyse the competition in the market. The five elements
are:
 Bargaining Power of the Supplier
 Bargaining Power of the Buyer
 Threat of New Entrant
 Threat of Substitute
 Existing Competition in the Industry
Bargaining Power of the Supplier
It can be classified as the power that the supplier has over the company. The more the
ssuppliers the less power they will have, and vice versa. The uniqueness of the raw materials
also determines that power that the supplier has to drive up the cost of the product. The
company Azzaro has a many suppliers, yet it also has a numerous raw materials that are
unique to the Eau de Toilette. As it is a large company, the power of the suppliers to drive up
the cost is less probable.
Bargaining Power of the Buyer
The buyers can drive down the cost of the product if they are large in number and
have significance. In the case of Azzaro Chrome, the buyers are numerous though they have
little to no significance in reducing the cost of the product.

5BRANDING CONSULTANCY FOR EXTENSION OF A BRAND
Threat of New Entrant
Threat of the new entrant is huge in this market as new brands are coming up with
better fragrance that suits the needs of the consumers more than the Azzaro Chrome does.
The entry to barriers in this industry are not that strict and new companies can enter easily in
the market that makes it a threat for the existing players in the market.
Threat of Substitutes
The threat of substitutes in this industry is low, as the fragrance of the original cannot
be matched by the substitutes that are trying to enter the market. The substitutes might be
lower priced; however cannot meet the level of the original product, thus the consumers will
prefer to have the original than the substitute.
Existing Competition in the Market
The perfume and fragrance industry have a lot of existing competition in the market.
The competition in this sector is huge as there are many companies in this field who can be
termed as the market player. The main competitors of Azzaro are Skinn, Giorgio Armani,
Jean Paul Gaultier and Versace.
Brand Identity
Brand identity can be termed as how the brand is recognised by the consumers as
being unique. The identity of the brand is how it can be defined as being different from the
competition. A strong brand identity can help the company in being in standing out from the
other brands in the market.
Having a strong brand identity in the fragrance segment is important as the scents can
be mixed up with one another. The more the unique smell the more it will create an
impression on the minds of the people. The brand identity by using the brand identity prism
by Jean Noel Kapferer.

6BRANDING CONSULTANCY FOR EXTENSION OF A BRAND
Brand Identity Prism
It is a model that helps in understanding how the elements and how they are related to
one another. The key elements of the model are:
 Physique
 Personality
 Culture
 Relationship
 Self-Image
 Reflection
The elements are what helps the business become more prominent in the market,
which helps them to communicate their messages in a concise and clear manner which is
recognised and remembered by the consumers (Barros, Martins and Barandas 2015). The
brand identity prism takes these six elements and positions them between Sender and
Recipient, and Externalisation and Internalisation.

7BRANDING CONSULTANCY FOR EXTENSION OF A BRAND
Physique
It is the physical characteristics of the brand. It is how the brand is defined and how
the brand illustrates its features to create an identity in the minds of the consumers. The
physique of the brand Azzaro Chrome is the fragrance, the look and the feel of the bottle. The
company has stylish and elegant glass bottles for its perfumes. The brand extension will also
have a blue colour liquid in a glass bottle that is cut to make one feel elegant, and luxurious.
The bottle will have the signature silver cap like the glistening of the Mediterranean Sea.
Personality
It is how the brand is seen and perceived by the consumers. The brands use colours,
writing styles and attitudes that convey the personality of the brand. Azzaro uses the colour
blue and the Mediterranean theme to convey the personality of the brand as being elegant,
energetic and fresh.

8BRANDING CONSULTANCY FOR EXTENSION OF A BRAND
Culture
It is the foundation of the brand. It includes the culture and the values of the brand.
The culture that is embedded in Azzaro is because of the life of the founder of the Loris
Azzaro. He had spent most of his time in the childhood and teenage years around the seas and
the beaches that were bright and had a reminiscent fragrance that portrayed the
Mediterranean life. The product of Azzaro have the same essence and values that Loris
Azzaro wanted to portray in the products.
Self-Image
It is how the consumers perceive themselves in the particular brand. The self-image
can be used by the brands to their advantage by assimilating it into their own identities. The
brand want the people the women to perceive themselves as independent, feminine, sensual
and playful; men to perceive themselves as masculine, sensual, sensitive, who respects others.
Reflection
Reflection is how the target audience is portrayed by the brand. It can be stereotypical
beliefs or the attributes of the target market that can be seen highlighted in the
communications of the brands. Azzaro portrays the target consumers as people who love the
smell of the product and feel masculine, powerful, energetic and fresh after using the product.
Relationship
It is the nature of the relationship that the brand has with the consumers. It includes all
the aspects of the relationship that is the intangible and the tangible aspects. It is how the
brand is connected with the target audience and the relationship that it wants to build with the
consumers. The relationship that Azzaro wants to build with its consumers is playful,
exclusive and fun.

9BRANDING CONSULTANCY FOR EXTENSION OF A BRAND
Target Audience
The target audience for the new brand extension of is the couples. The brand
extension is for the romantic men and women. The main audience that the brand targets are
the couples that work. As stated, earlier the perfume for him is for the men who are
masculine however are sensual and sensitive and the perfume for her is for the independent
women who is feminine and playful. The brand wants to attract the working couple as it
embodies the persona that the brand wants to portray. The target audience fits the description
perfectly. The lifestyle of the target audience is people who are both working and have no
kids. The double income no kids couples are targeted as the women are working, thus
independent and are also sensual and playful; the men are also masculine, yet sensitive and in
touch with their emotions.
Brand Story
The story that the brand wants to narrate to the consumers will portray two people
who are in love with each other, though are not dependent on each other. They are
independent and are sensual. The women will be portrayed as a woman who is fierce, and is
self-reliant, yet has feminine qualities. The men are masculine and are also independent,
though they are sensual and sensitive. The advertisement can show both the parties working
and earning; they advertisement will also portray both dividing the household chores between
themselves. The advertisement will highlight both of them as independent yet dependent on
each other. The advertisement will show the sensual side of both and the feminine and
masculine qualities of the women and the men respectively. The setting of the advertisement
will be in the Mediterranean theme, with the beaches and the sea in the setting where the
couple can be seen having a date. Small aspects that make the man and the woman
independent like splitting the bill will also be focused in the advertisement to further show
the point of both of them being self-reliant.

10BRANDING CONSULTANCY FOR EXTENSION OF A BRAND
Conveying of the Brand Story
The brand story of the company can be conveyed through numerous channels. The
main channels that company must use is the television advertisement, billboard
advertisement, sponsored social media advertisement, magazines and newspaper. These
channels will be the best suited as the target audience is the working couple who are
independent. These are the channels that will have the maximum reach and will help the
brand create awareness about its new extension of Eau de Toilette for the romantic him and
her. The main aim of the company is to create awareness among the people and a niche for
itself.

11BRANDING CONSULTANCY FOR EXTENSION OF A BRAND
References
Aarabi, P., Modiface Inc, 2014. Method and system for simulated product evaluation via
personalizing advertisements based on portrait images. U.S. Patent 8,725,560.
About Azzaro (2020). Azzaro Fragrances. [online] Azzaro Company. Available at:
https://www.azzaro.com/int/fragrances/the-brand [Accessed 14 Feb. 2020].
Barros, T., Martins, V. and Barandas, H.G., 2015. Corporate brand identity measurement–an
internal and external perspective. In Managing Intellectual Capital and Innovation for
Sustainable and Inclusive Society: Managing Intellectual Capital and Innovation;
Proceedings of the MakeLearn and TIIM Joint International Conference 2015 (pp. 2277-
2277). ToKnowPress.
Dobbs, M.E., 2014. Guidelines for applying Porter's five forces framework: a set of industry
analysis templates. Competitiveness Review.