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"MADONNA" PERFUME.
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Marketing plan for proposed perfume sponsored by actress-singer. Industry outlook, advertising, naming scent, pricing.... More...
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Paper Abstract:
Marketing plan for proposed perfume sponsored by actress-singer. Industry outlook, advertising, naming scent, pricing.
Paper Introduction:
Successfully launching a new perfume line requires a large amount of investment and a careful marketing plan. This paper presents the marketing plan for a perfume brought out under the auspices of actress-singer Madonna Ciccone, known simply as Madonna.
Analysis
Perfume and its related products are highly psychological. A scent which appeals to one individual will repel another. The power of scent has been called the "Proustian effect" since Proust's narrator, Marcel, needed only to smell the slightest hint of a perfume to be transported back to childhood. Perfumes trigger memories, both good and bad, in individuals.
While the scent itself ultimately is what entices a person to wear a given perfume (the term is used in this research to
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"Doesn't Everyone Want to Smell Like Cher?" Forbes 2 Apr. There are also two types of perfume wearers: dispositional andsituational. By offering a small amount of eau de parfum witheach cologne purchase, consumers are introduced to the higher pricedproduct while they are purchasing the entry point product. A second television commercial might feature footage of Madonna inconcert. Or, a montage of various stillscould be arranged to show the many facets of Madonna, and, by inference,the perfume wearer. The print ad which corresponds to the color television commercialwould use a bleed to achieve the full impact of the page. A scent stripcould be easily added to the outside edge of the ad which, since no bleedis involved, would not require photo work. Since some performers feel that such commercialization oftheir material co-opts the value of the material, this option may not beavailable to the advertising department. Perfumes are generally given nouns as names (Passion, Obsession,Poison, Opium, Polo) and these nouns are used to evoke specific emotionalresponses. Situational wearers vary the scents they wear dependingon the situation they are expecting. This advertisement wouldbe in color and would play on the enthusiasm and energy of the concertenvironment. Power and control, rather than sophistication and romance,are the overriding elements in this ad. This concept plays on the Marilyn Monroe imagery evokedin the "Material Girl" video, though in black and white, and is similar tothe more recent "Vogue" video, as well. The target market for this perfume is, ideally, women aged 25-45.This is the group which comprise the bulk of Madonna's female audience, andthey are the group most likely to respond to advertising featuring theMadonna tie-in. The perfume industry is highly lucrative (2.375 billion dollars in1987) and highly competitive (98 new fragrances were launched in that sameyear). It is estimated that a minimum investment of five million dollarsis needed to launch a prestige fragrance. These have the coreof a marketing campaign for a perfume. Plan of Action Elizabeth Taylor projects a romantic, sensual image that translatesto her perfume. PWPs mean thatwhen a specific item or dollar amount is purchased, the consumer is offeredthe opportunity to purchase another item at a discounted price, or theadditional item may be otherwise unavailable. Works CitedChristiansen, Suzanne. "Steady as She Goes!" Product Marketing May 1988: 8- 14.Oliver, Joan Duncan. This is also the group of women most likely to use perfumeas situational users; older women tend to be dispositional users and areunlikely to switch to a new brand, particularly one associated with a popsinger with whom they are unfamiliar. Male escortswearing suits or tuxedos could be arranged around her, two standing oneither side, two sitting or kneeling at her feet, and all of them lookingdirectly at her. Perhaps Cher's Undeniable failed because it is named for anadjective, and consumers were unable to sort out exactly what image wasbeing projected. Dispositional wearers have a signature scent, and always wearthat perfume, regardless of whether it is in the office, at home, or at asocial function. Madonna has religious overtones that may precludesome from purchasing a perfume with that name, although they would not havethe same reluctance to purchase a scent merely "sponsored" by her. Analysis Perfume and its related products are highly psychological. Cher is seen by women as fiercely independent and sexy,and the slogan that accompanied Uninhibited was "Bottled, but notcontained." Madonna's image is undoubtedly sexy and also independent,similar to Cher's, but her gossip-column romances mirror those of ElizabethTaylor, and there are visual references to Marilyn Monroe. The power of scent hasbeen called the "Proustian effect" since Proust's narrator, Marcel, neededonly to smell the slightest hint of a perfume to be transported back tochildhood. "Under the Influence." Health Nov. The personal appearances are likely to face resistance on herpart as the performer is very selective about the appearances she makes. Using GWP during the initial product launch is a way to introduceconsumers to the line. Celebrities have been lured tothe perfume industry by the image of having a scent named after them, theincreased exposure their presence gives the perfume, and by the opportunityto make large amounts of money. Advertisement Proposals The advertising campaign associated with the launch of the perfumeshould be two-pronged, consisting both of television and print ads.Television ads would be featured on networks as well as local stations,with a special emphasis on music video cable stations such as MTV and VH-1. Naming the scent is also key to its success, and to this end it isrecommended that the scent not be a signature scent (that is, that it benamed something other than "Madonna"). The image to beprojected is one of sophistication and a woman in control. They are gifts with purchase (GWPs) andpurchase with purchase (PWPs). The cologne purchase is accessible tomiddle income and younger buyers, key to gaining long-term customers of thescent. There are two promotions commonly used within the perfume industrywhich may prove of use here. Print ads would be featured, in upscale and fashion magazines such asVanity Fair and Vogue. 1989: 8-15.Mysiewicz, Theresa. However, Sophia(Sophia Loren), Uninhibited (Cher), Spectacular (Joan Collins), Only (JulioIglesias) and Listen (Herb Alpert) have all had lackluster (under fivemillion in sales annually) performances. Elizabeth Taylor's Passion is the most successful of the celebrityfragrances, selling more than 4 million dollars at wholesale in its secondyear, more than recovering the initial launch costs. Promotional appearances are crucial to a celebrity perfume's success. 199 : 74-75.Levine, Joshua. The songs and images areinstantly recognizable as Madonna's in many cases by the target market, andher permission will have to be gained in order to use those images in theadvertising. They create instant theater in department stores and encourage storeemployees to proactively market the scents, a key factor when as many as 6 fragrances may be sold at one outlet. Adsshould be full page, also black and white, but without bleed. "Celebs Sweet Smell of Success Generates Dollars and Scents." Marketing News 25 Sept. The target market for Madonna's perfume is a troublesome point, andis closely related to the pricing strategy. Thisprint ad corresponds to the black and white television ad. Thus aname such as "Vogue, by Madonna" could be used. 199 : 142-143.Miller, Cyndee. The print ads would, wherever possible, contain ascent strip so that consumers could actually sample the scent. "Madonna Draws a Line." Time 17 Dec. Priced toohigh and the perfume eliminates many of Madonna's younger fans from thetarget. Successfully launching a new perfume line requires a large amount ofinvestment and a careful marketing plan. While the scent itself ultimately is what entices a person to wear agiven perfume (the term is used in this research to refer to eau de parfum,cologne and eau de toilette, unless otherwise stated), those who marketperfume work diligently to provide each scent with a specific image.Purchasers of perfumes are buying that image as much as the scent itself,in some cases. Dramatic photography and layout techniques areespecially effective in the magazines needed to reach the target audiencesince the ads are competing with award-winning ads for Calvin Klein andGuess. However, there have been notable failuresby celebrities to cash in on perfumes. Priced too low, and theperfume loses the prestige that makes wearers feel special. There would not need to be muchvoice-over; a simple announcement of the product at the end of the 3 seconds and a short slogan following that would be sufficient. Still, therisk is worth taking since black and white remains a differentiating factorin television commercials. There is also power to be gained by using the images associated withMadonna's videos for the advertising campaign. Care must be taken here because of the costumes she wears inconcerts, and the song must be slow and romantic to achieve the overallimage. Psychologists have found that people who use fragrances regularlyhave a more positive attitude toward socializing than those who seldom wearperfume. Unfortunately, celebrities'schedules may prevent them from maintaining an aggressive personalappearance schedule, and sales suffer as a result. Print advertising would spin directly off the television commercials,with the most powerful images selected for inclusion in the print ads. Madonna has used black andwhite photography to distinction in the "Vogue" and "Justify My Love"videos, but replaying black and white might confuse the perfume with CalvinKlein's Obsession, which also uses black and white imagery. A scentwhich appeals to one individual will repel another. A picture ofMadonna in the middle of the page, with the perfume bottle and sloganbeneath, is a dramatic print statement that can work to advantage. To be successful,she will have to be personally involved in the campaign, making personalappearances whenever possible, and maintaining a high presence in theadvertising. 1989: 58-84.----------------------- 9 While naming the scent after thecelebrity provides instant recognition, the name may work against theproduct in this case. This paper presents the marketingplan for a perfume brought out under the auspices of actress-singer MadonnaCiccone, known simply as Madonna. Perfumes trigger memories, both good and bad, in individuals. When presenting the campaign to Madonna, it is important to emphasizethat this is a proposition with a high risk of failure. Backligliting can be used to advantage in this commercial which,again, features little in the way of narration. These individuals may wear as many asthree or four scents, although they are unlikely to vary the scent they usefor any one situation. One television commercial could feature Madonna in a fulllengthdress, in the style of the 195 s, with a slow camera pan from her feet toher face, tracking backward as the pan progresses. 199 : 283 .Cocks, Jay. This is not cited as a cause and effect relationship, only thatperfume wearers are likely to be more extroverted than nonperfume wearers.This can be a key factor when making marketing decisions. "Facing an Uncertain Future: The Pros and Cons of Celebrity Fragrances." Soap/Cosmetics/Chemical Specialties 66 Aug. Here, the most dramatic still photo is taken from the televisioncommercial and used to full advantage. Gifts with purchase mean that when apurchase is made for a certain amount, the purchaser receives a gift, suchas an umbrella or another product in the purchased line. Consumers whomight otherwise not be induced to purchase the cologne may be incented todo so by the gift offer. It is difficultto pin any one image on Madonna, but consumers can be expected to see heras brash, independent, daring, and unashamedly sexy. Music fromeither Madonna's own collection or composed specifically for the occasionwould complement the sophisticated image. The visual style must be distinctive. This type of promotion is expensive, but mayprove effective when launching a line such as this. Pricing the scent at $18 per ounce for eau de parfum, with anentry point of $28 for 1.5 ounces of cologne provides a pricing structuresimilar to other mid-range perfumes. This makes ascent strip more difficult to include, but is worth the additional expense.
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