The marketing strategy for a new product, in this case, a perfume.

1. Some Statistics
Annual global perfume industry sales revenue
$27.5 billion
Annual US perfume industry sales revenue
$ 5.2 billion
No. of perfume brands in US department stores in 2002
756
Percent of celebrity perfume brands priced at over $75
1%
Percent of designer perfume brands priced at over $75
46 %
Percentage of american women who use perfume
87%
Percent of fragrance market held by Coty Inc
13%

2. N
othing
Is
more
memorable
S
MELL
then a
“Diane Ackerman”

3. Product: „Perfume‟
 Name: effacer
 Manufactures: Zarman Perfumery

Effacer
Effacer
Men
Women
effaCer
bY Zarman
Eau de Parfum
effaCer
bY Zarman
Eau de Parfum
100ml

4. Ingredients
Alcohol Denat
10%
Aqua
32%
Fragrance
13%
Acrylates
12%
Alpha Isomethyl
3%
Citral
9%
Geraniol
14%
Hydroxycitronellal
2%

5. Zarman Perfumery is an artisan perfume
house dedicated to the art of natural
perfumery and continuously producing
quality products.
To Become leading luxury brand in perfume
market.
To provide customers with full satisfaction

7. Our aim is to attract customers from
 Elite
& Top Middle Class
 Celebrities
 People
between 25 to 60
 Different
products for male & female
 Worldwide Availability

8. 
The Design

Unique Aroma

Elegance

Distinctiveness

9.  Warehouse
in USA, UK and China
 Selected Distributors
 Online Store
 Factory outlet

10. Shares
20%
26%
18%
29%
7%
Firemenich
Givaudan
IFF
Symrise
Other

11. THE PRODUCT
Effacer
100ml (men)
Effacer
150ml(Men)
Navigator
100ml (women)
Navigator 150ml(women)

12. Place
•
Zarman perfumery is associated with various
distributors to maximize the products‟ availability. The
company is planning to develop its own distribution
system in near future.
THE PROMOTION
•
Zarman perfumery has a strong brand portfolio of fine
brands and is planning to invests heavily in building
awareness through above-the-line media.

Media
Glossy magazines: Vogue
website www.zarmanpurfumery.com

13. THE PRICE
Effacer Perfumes Price range in GBP (may
vary depending on distribution channel).
product
Volume
Price ( US
$)
Effacer men
100 ml
$50
Effacer men
150ml
$70
Effacer women
100ml
$54
Effacer women
150ml
$72

14. Strengths

Brand Name

Availability

On- line stores

Green Policy

15. Weaknesses

High pricing

New to Perfume industry

Lack of Warehouses

Not enough stock for large orders

16. Opportunities

Strong campaign using celebrities.

Special Offers

Plenty of room for innovation

17. Threats

Growing competition

Short product lifecycle.

Economic situation

18. Positioning
 Our competitors
 Product class
 Product quality
 Gender Symbolization (Advertisement)

19.  Design
 Quality

20.  No.
of Sold out Goods
 Distribution
 Contracts
According to demand
with sellers

21. 


E
M
A
Campaigns
edia Campaigns
dvertisements

22.  We
aim to prove to be a promising company
regarding quality and providing the best
fragnances as recommended by our experts.
 We
aim to market this product on a large
scale so that its sale could reach a peak level
in the market.
 We
assure the best quality of this product so
that its sale could contribute to the repute
of our firm.

23. Summary
 Effecar
is a new & unique perfume designed
by Zarman perfumery, which is a subsidiary
of Zarman Co.
 Zarman Co. is involved in many businesses ,
from real estate to hardware production and
from electronics to cosmetics.
 Zarman perfumery's‟ aim is attract the
customers by giving superior quality and
luxury.