IBM307-GroupPoject

HUGO BOSS COLOGNE…For Women Too
IBM 307 Promotional Plan
Bryant
March 10, 2015
Hoang Vo, KaWai Cheung, Teresa Gonzalez, Sheryl Frianeza, DJ Gonzales

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Table of Contents
Hugo Boss…………………………………………………………………………………2
Target Market: Lesbians…………………………....……………………..………………2
Hugo Boss Competitors…………….………………...…………………...………………3
i. Dior
ii. Ralph Lauren
iii. Dolce & Gabbana
iv. Giorgio Armani
Competitors advertising messages………………………………………………..………4
i. Spokesperson
ii. Emotional Advertising
iii. Subliminal Approach
Positioning strategy………………………………………………………………………6
i. Pricing Strategy
ii. Distribution Strategy
Message Strategy…………………………………………………………………………8
i. Effective Market Strategy
Advertisement Design……………………………………………………………………9
i. Newspaper
ii. Billboard
iii. Magazine
Media Plan……………………………………………………..………………………..12
i. Alternative Media
Budget………………………….……………………………..…………………………14
i. Customer Reach
ii. Budgeting Our Campaign
a. Newspaper
b. Billboard
c. Magazine
Appendices………………………………………………………………………………17
i.Billboard
ii.Newspaper plus print advertisement
iii.Magazine
iv.Competitor advertisements
Works Cited……………………………………………………………………………...26

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Hugo Boss Cologne
Hugo Boss Cologne is a product that comes in either a 1 or 3.3 FL Oz. bottle. Their
cologne products cater to both men and women with a variety of scents. The cologne category is
viewed as an occasional use product where product marketing and packaging drive sales of
products in a highly competitive market. Hugo Boss Colognes portrays power, confidence, and
success. These line of colognes have been around for more than 15 years, which shows a long
tradition of longevity and timelessness. Within the fragrance market, it is important to note that
“traditional Western fragrance markets are weakening, and the future for many perfume
companies lies in emerging markets.” And that is why that Hugo Boss’s direction has been
focused in Asia because of China’s brand conscious consumers of makers of pricey apparel and
accessories. Boss delayed its profitability target so they can spend more for stores and marketing
itself to the “free-spending Chinese consumers.” With this being said, it is noted that Hugo Boss
is not only domestic but internationally a well-recognized brand. Within Hugo Boss there are
many different types of colognes and all will be targeted towards women there will not be any
discrimination of colognes just because their scent may be different.
Target Market: Lesbians
Our products focus on targeting those lesbian women who wear fragrance but not just any
fragrance, we Hugo Boss are targeting a new market in this case gay women who currently
already purchase such fragrance (cologne). According to the research, an estimated 3.5% of
adults in the United States identify as lesbian, gay, or bisexual and an estimated 0.3% of adults
are transgender. There are about 1,359,801 (1.1%) of women identified as Lesbian, and
2,491,034 (2.2) of men identified as gay in the United States. The annual U.S. perfume industry

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sales revenue from last year was $6.155 billion dollars. The percentage of American women who
don’t use perfume were only 17%. This indicates that 83% of the women wear fragrance
regardless if you are lesbian or straight. With that being said, the perfume industry does not
solely make up consumers who utilize perfume but cologne as well. There is a high possibility
that since this will now be advertised to a new target market, other woman that are not gay will
also spike an interest in Hugo Boss and therefore spike our profits even higher . There is a barrier
on cologne since its primary target market is men women automatically generate the idea that it
is not welcoming. But since this will change it will soon become a norm to purchase cologne for
woman and be able to smell like its fragrance without the perception that they will be judged in
public by wearing such fragrance.
The target group of Hugo Boss goes more into the young professional and in the need of
social acknowledgement to establish themselves in the community. Male is the primary target
group that Hugo Boss is trying to reach, since Hugo somehow represents the image of gentle and
manly. They targeted those people who lives in the big city with high life traffics, they are
modern thinking people with high education, and young fashionable professional who need a
decent look in the office. The new target market for Hugo boss is now Lesbians in the age group
between twenty and thirty years of age. The reason behind this is because they are more inclined
to purchase a fragrance that is young and in most cases, manly and as stated above the product
Hugo Boss Colognes portrays power, confidence, and success which fits perfect to the new target
market. Since they are attracted to the same sex, lesbians would like to apply a fragrance that
will catch the attention of other females.

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Hugo Boss Competitors
1. Dior
a. https://www.youtube.com/watch?v=aTbG1hG2AFA
b. Homme
c. Eau Homme
d. Midnight Poison
2. Ralph Lauren
a. https://www.youtube.com/watch?v=ww9ah193xCk
b. Polo Red
c. Polo Blue
3. Dolce & Gabbana
a. https://www.youtube.com/watch?v=u6JvnmdhWY8
b. https://www.youtube.com/watch?v=VbbHfsKezG8
c. The One Gentlemen
d. Intenso
4. Giorgio Armani
a. http://youtu.be/BZFr7Qz9dAc
b. http://youtu.be/WDBvFjERIzc
c. Diamonds
d. Armani Code

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The competitors’ advertising messages
Many of the competitors of Hugo Boss use celebrity spokespersons to promote their
product. They use celebrities as a “sex appeal” or to show that these men use their products, so
ideally the person watching the advertisement should too. They use the cognitive message
strategy, because in their advertisements they show how the customer can benefit from buying
their product, in being like the spokesperson for their product. In general they promote by
sending out a message to men consumers “You can have the women and cars and luxuries by
using this product”. They use this with the generic message.
Spokespersons
A large amount of fragrance products use celebrity spokespersons because of their
attractiveness and likeability. Many of Hugo Boss competitors such as Dior, Ralph Lauren, and
Dolce & Gabbana utilize the physical and personality characteristics of their spokesperson to try
to reel in their consumers because of their attractiveness of their spokesperson. The reasoning
behind it is because a physically attractive spokesperson will sell more than those who are less
attractive. Especially if their spokesperson is highly liked, the combination of attractiveness and
likeability will have a positive effect on the consumers’ willingness to buy that product.
Fantasy is another way Hugo Boss’s competitors use to sell their products. For either the
purpose of showing that if the consumer were to use their product, women will be attracted to
them. Another way they use fantasy to promote their product is to better one’s life and self by
using their product.

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Many competitors for men cologne use print advertisements and video
advertisements. They use many celebrity spokespersons and attractive models to market their
product. A lot of their celebrities that they use were popular celebrities of that time period and
that resonate the viewer with being sexy and smooth with the ladies. They want to connect their
target audience to their product by showing that the men are who they are because of they use
their product. Other than celebrities, they also use attractive, fit and athletic men to also promote
their product. For Giorgio Armani, they use a young attractive male who has a fit athletic body
to promote their product by showing different parts of his body and relying on his good
looks. They use this tactic to show that good looking men wear their product. What they don't
show is the model or celebrity actually using their product. They show them running with a
beautiful lady, or riding in an expensive car, or going to high end places and then showing their
product at the end. What this fails to show is the credibility of the spokesperson actually using
the product. They rely on the looks of the face of the spokesperson rather than what makes their
product worth getting.
Emotional Advertising
Emotional advertisings is also used to promote their products. They play on the emotions
of connecting their product to consist of more glamour, luxury, pleasure, romance and passion.
They use the effect of emotion and feelings to get consumers to buy their product. Showing a
sexy man using their product, triggers an emotion or feeling for that consumer into being
interested in their product. They may also use how glamorous the life of the one using their
product is, and associate that with if they buy their product, they too can have a glamourous and
luxurious life as theirs.

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Subliminal Approach
In the Ralph Lauren advertisement for their Red fragrance, they use subliminal approach
by showing their model driving a fast car, then fading in their fragrance bottle of their new line
and then fading out and back to the model driving the car and going places and then again fading
in and out their product. It then goes back to the model, with a women and them having a
romantic getaway and then it flashes back to the fragrance. The image of the model and the
fragrance did not show one using the other, but showed that the model does this and then there is
this cologne and then back to the model, giving cues that the model uses this product and has this
kind of life.
Positioning strategy
For the positioning strategy of the new product line, we have a specific demographic that
we are focusing on as our product is mainly for lesbians in the age group of twenty through thirty
years of age. It’s given that our target market would be towards lesbians and make them feel like
they have their own category for the HUGO Boss fragrance section.
Pricing Strategy
As for the pricing strategy, low-price strategy and high-price strategy have their own ups
and downs. For our specific target market, there is a false idea that lesbians earn more money
and have a better lifestyle than straight people. According to an analysis of Census Bureau data
from 2000 by the Williams Institute, the median income for same-sex couples raising children
was $46,200 while for married heterosexual couples raising children it was $59,600. That’s a
$13,400 difference. The gap increases to $15,507 when the average income for the gay couple

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($59,270) is matched up with that of the straight couple ($74,777). With the target age group
between twenty and thirty years of age, it’s possible that make less money being single. For the
low-price strategy, it’s a good way to attract our target market considering it’s a new type of
product. It’ll open up opportunities for them to try it out without risking too much money
depending on their financial status. In a high-price strategy, we want to make the product to be
one of kind and to be the very first main company to provide a cologne specifically for lesbians.
It gives the product a rare quality to it that a high price is a must. It’s also beneficial for the
company since there is only 1.1% lesbians in the United States to make sales and make it
successful.
Distribution Strategy
With the distribution strategy, we are mainly focusing more in areas where there is a lot
of lesbian and gay communities. It’s also important for the area to discriminate the product just
because we are targeting lesbians. The top four major cities in the United Stated that we want to
distribute our products are Northampton/Amherst, Massachusetts, New York City, Los Angeles,
CA, and San Francisco. All of these cities legalize same sex marriage and very open to their
sexuality. It is very important to distribute the product that we are sure that most of that target
market is in that area. We can use it as a pivotal point of our sale to spread the word of the
product for other lesbians that are not necessarily in an area where same-sex marriage is legal.
We also want to reach out to certain group or community to promote the product even
more successfully. Since the Lesbian Gay Bi Transgender (LGBT) is one of the famous group
for gay people, it is ideal to reach out to them to promote the product have them recommend our

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product. Especially since the cities we are targeting are same sex marriage approved, this will
cause profits to generate more from these cities in particular: New York City, Los Angeles,
Northampton/Amherst, Boston, and San Francisco.
Message strategy
There are six messaging strategies for marketing that we can use: emotional, unique
selling proposition, generic, positioning, brand image, and pre-emptive. Out of all the message
strategy, we think that positioning and pre-emptive would not be successful for the product. One
of the four possible strategy we can use would be unique selling point. We can highlight a unique
quality of the product to attract the lesbians to use our cologne compared to what they use to
wear. It could be a unique new smell that is in between a male and a female cologne that also
define who they are as a person. Including the catch phrase “Don’t be plain when you can be
bold”. Brand image is also one of the possible message strategy that we can use to market our
product.
Effective Market Strategies
We can make our target market as the category of the product itself make them feel
special. It would make our target market feel more special if we treat them as the main reason of
the creation of the product. But using emotional and generic message strategy would be the most
appropriate strategy to use for this product. Since the target market is not really acceptable for
most areas or countries, it would be hard to promote the product to the masses. By using the
generic strategy, we are selling the category specifically targeting the lesbians as the main
priority. If we focus too hard with the brand and what the product is about then we might lose

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their interest for the product. Hugo Boss is already a well-known company and has a lot of
fragrance in their product line. Using the brand name in the ad might result lesbians to think it is
for a typical product from Hugo Boss. If we use and focus on selling the category, it will grab the
lesbian community’s attention better because of the emphasis of what the product is about and
for rather than where it’s from. This would work best since Hugo Boss is already a well-known
company and has already established their name to the market.
Advertisement Design
The Advertisement Design Theory talks about 5 elements based on the hierarchy of
effects model with Hugo Boss Cologne we are trying to establish the objective of this campaign
which is targeting Lesbians to purchase Hugo Boss Cologne. We are creating awareness and
knowledge by including a picture of the brand name making it evident that it is targeted to
lesbians because in the advertisement includes images such as a women in a loose fit suit semi-
slouching (less feminine) but not too manly and tag lines such as “Eloquence Delight for Women
too” and “Who says Cologne is just for men?” these tag lines serve the purpose to develop an
interest that will lead to a liking, preference, and eventually conviction that will lead to an actual
purchase. Since lesbians will see that there is no stigma and its actually being supported and
advertised for them to purchase what is usually known as “men” cologne a particular element
will apply, in this case, cognitive element which focuses on understanding and interpretation of
the image in this case will be that yes in fact it is advertising to lesbian women. The three types
of advertisements are as follows: billboards, newspaper, and magazine.

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Newspaper
The newspaper advertisement falls under the means end theory because it creates a
desired state that will end with a desired end state, as it is stated on the book. On the newspaper
advertisement the print advertisement that is placed on the article to promote Hugo Boss suggests
that by mentioning “Don’t be plain when you can be bold…” and including the hashtag
#breathtaking, then it appeals to the particular audiences emotions as wanting to be perceived as
bold or breathtaking to other individuals. The executional framework on both print
advertisements (billboard and newspaper) are informative since not only is the logo included but
in addition, an image of a cologne bottle is included as well.
The Newspaper article will be advertised to the urban cities some examples are Los
Angeles, New York City, San Francisco, Massachusetts, in particular because they are
welcoming states to same sex marriage this indicates that it is populated by many lesbians. In
addition, hipsters (a person who follows the latest trends and fashions, especially those regarded
as being outside the cultural mainstream (google, 2015)) are located in these cities it is more
likely that lesbian women will come in contact to this advertisement, the age group is from 20
through 30 years old a minimum of 50 percent of those women will come across it, reason being
is because this particular advertisement will be located on the Life-Fashion section.
Billboard
The billboard, although a traditional media channel and can be hurt by clutter it can reach
the target audience: lesbians, effectively. The location of this billboard will be on the way to
work for example on the way to downtown Los Angeles, the 60Fwy passing the 710 freeway

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ramp towards Downtown Los Angeles is a great location because it is on the way to work or just
a simple trip to Los Angeles (fashion district, nigh life, museums). In addition, hashtags are
trending it is considered to be a type of modern tagline. In all the advertisements; billboards and
newspaper print ad, are portrayed the type of appeal falls under sex under its subtopic of
sensuality. The book states that women respond more favorably to sensual suggestion rather than
overt sexuality which is perfect because our target market is towards lesbians and the
advertisements include an alluring glance. In the fragrance market, the book suggests that sex
appeal is the most effective. Below is a list of other major cities the advertisement of billboards
may be effective:
 Tampa, Florida
 Chicago, Illinois
 District of Colombia, Washington D.C
 Philadelphia, Pennsylvania
 Miami, Florida
 Seattle, Washington
Keeping in mind that some states would not be adequate to advertise to because they may
be conservative and the culture within that state may cause profits to crash. For example the state
of Texas should not be part of the advertisement design due to many conservatives populating
the state.
Magazine
The magazine that will best be ideal for Hugo Boss and age group 20 years old through
30 year old lesbians is Vogue Magazine because this magazine targets individuals that follow

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fashion and lifestyle (hipsters). In the case of this specific advertisement it will be a European
looking model in the cover page of the magazine sponsored by Hugo Boss and include
interesting famous people such as Beyoncé, Lady Gaga, and Emma Watson. In addition it will
include an announcement promoting Hugo Boss on a specific page (page 16). Then when the
person flips to page 16 they will encounter an advertisement that includes a scent scratcher that
will allow them to scratch and sniff the sample of Hugo boss. They will also notice the
information/tagline provided with exciting news because Hugo Boss for men will now be
advertised and looked as normal to the new target market. Since Vogue is a magazine and the
release for each magazine is monthly, it not only will cater to the United States, but it is also
catering internationally. The model Hugo Boss is sponsoring in Vogues cover page is a European
model as stated before that presents herself in sensuality with an alluring gaze. She is perfect
because her hair is not long and she does not look very feminine and neither too manly.
Media Plan
Our goal is to increase our potential customers mainly targeting lesbians by increasing
our products awareness with the use of different advertising tools. Since Hugo Boss has already
established its name in the market, however, our products are brand new and specifically for only
lesbians. We have decided to use Ellen DeGeneres to be our celebrity endorser for a series of
commercials that will be launched on our official website, YouTube channel and television. We
are mainly focusing on the top four cities in the United States: Northampton/Amherst, New
York, Los Angeles, and San Francisco. They are people who lives in the big city with high life
traffics, they are modern thinking people. People can easily access to the internet world for any
new information anywhere at any time. With the help of these social media, we would be able to

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reach out to mass target audience and build up our products awareness within six months. In the
social media it will be easily to provide links to the magazine Vogue as well.
Alternative Media
In addition, after our six month campaign of Cologne for Women too, we will continue to
promote through lifestyle marketing. Lifestyle marketing includes websites and applications such
as Trusper and another example is Pinterest. Another form that will be highly effective is through
Buzz Marketing which will be through word of mouth and recommendations. Since Hugo Boss
new target market is exposed in the same sex legal marriage cities they will spread the word as
an effect of the outdoor campaign. In addition, we will also be placing our products on google
paper clips ads to have more exposure of our products for people who shop online. We will limit
the time to only lunch time and evening period Monday to Friday that our ads would show on
google. The reason why this will occur is because our targets are most likely working for the rest
of the time and we want to spend the money on advertising effectively. We have also consider
those traditional promotions like magazine such as Vogue and billboard using Ellen as the face
of our page.
Budget
Since Ellen DeGeneres is one of the well-known lesbian celebrity, we decided to have
hire her as our celebrity endorser. She is also one of America's favorite television personality so
it was a no brainer to have her represent our line of cologne to lesbians which she has a lot of
followers that we can potentially reach out to through her also. Ellen has about 39.7 Million

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followers on Twitter which she can reach out to for us. We sent her a sample of our product
which she absolutely loved and agreed to represent our product for $4,000,000.
Customer Reach
Also since the cologne will speak for itself, we need a way to reach out to our customers
to try our product. Which is why we will also be getting magazine spots to have our product
featured in it. The magazine spot advertisement will include a sample of our product with Ellen
as the face of our page which is essential to our product success because it is the scent that sells a
cologne. One of the magazines we have chosen to place our ad was Vogue which is one of the
globally recognized fashion and lifestyle magazines. One page ad in the Vogue magazine will
cost us $32,000 for a monthly publication which we plan to run for a whole year totaling to
$384,000 for the year.
Budgeting our Campaign: Hugo Boss Cologne for Women
There will be ongoing promoting for Hugo Boss New Target Market for a duration of 6 months.
Newspaper: Lifestyle section
6 month campaign
 New York Times
 Los Angeles Times
 USA Today
 Boston Global
Total Monthly Cost: $50,000

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Billboard: Highways and Freeways and around metro and subway stations that lead to
downtown areas
6 month campaign
 10 Freeway towards Los Angeles
 60 Freeway towards Los Angeles
 New York City Subway
 Boston Massachusetts Subway
 101 Freeway in San Francisco
Magazine: Vogue
6 month campaign
 Nationwide
 International
Overall, the allocated amount for this campaign will be of approximately 5,000,000
dollars for a total of six months which includes representation from Ellen, Newspaper,
Billboards, and Magazine advertisements.

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Appendices
a.) Billboard Advertisement this example will be located on the 60Fwy passing the 710
freeway ramp towards Downtown Los Angeles

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b.) Newspaper article on Newspaper Company named New Town Times where our print
advertisement will be located in the Life-Fashion section. Targeted for urban city living
lesbians that are interested in Life-Fashion related events within the age group of 20-30
years old.

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Print Ad used in the newspaper

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c.) Magazine advertisement Vogue advertising trending, culture, lifestyle, and fashion
centric. Cover page and page 16 which includes a scratch and sniff with a brief comment.

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d.) competitors sample advertisements
i. Dior

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ii. Ralph Lauren: Red and Blue

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Works Cited
Baack, Donald E. Clow, Kenneth E., Advertisement Design, Traditional Media Channels,
“Define Hipster”, March 4, 2015,
https://www.google.com/search?q=define+hipster&rlz=1C1CHWA_enUS606US606&oq=define
+hipster&aqs=chrome..69i57.3270j0j7&sourceid=chrome&es_sm=122&ie=UTF-8
Dior Homme Parfum - Uncensored Official Director's Cut. Dir. Romain Gavras. Perf. Rob Pattinson.
2013. Youtube
Dior Homme Cologne. Digital image. Beautyscene.net, n.d. Web. 22 Feb. 2015.
<http://www.beautyscene.net/wp-content/uploads/2013/03/jude-law-dior-homme-cologne-
ad.jpg>.
Dior Homme Eau For Men. Digital image. N.p., n.d. Web. 22 Feb. 2015.
<http://i.imgur.com/yFaZbzl.png>.
"Dior: Midnight Poison." RDF 1. N.p., n.d. Web. 22 Feb. 2015. <http://creativity-online.com/work/dior-
midnight-poison/3095>.
Dolce&Gabbana Intenso - The Perfume Print Campaign Backstage. Dir. Mark Seliger. Perf. Collin
Farrell. Youtube, 2015. Youtube.
Dolce&Gabbana The One - Collector's Edition. Youtube, 2014. Youtube.
“Fragrance Statistics by Gender”, January 25, 2015, http://www.trufragrance.com/wp-
content/uploads/2011/09/Fragrance-Statistics.pdf
“How many people are lesbian, gay, bisexual, and transgender?”,January 25, 2015,
http://williamsinstitute.law.ucla.edu/wp-content/uploads/Gates-How-Many-People-LGBT-Apr-
2011.pdf
"Hugo Boss Sees Rising Full-Year Revenue on Retail Business (1)." January 27, 2015,

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http://www.businessweek.com/news/2014-03-13/hugo-boss-forecasts-rising-full-year-revenue-on-retail-
business
“Hugo Boss plays catch up in China” January 27, 2015,
http://www.businessweek.com/articles/2012-04-12/hugo-boss-plays-catch-up-in-china
“HUGO Target Market”, January 25, 2015,
http://issuu.com/bennosuryoariantoputro/docs/hugo.segmentation
Intenso Cologne. Digital image. N.p., n.d. Web. 22 Feb. 2015.
<http://i.dailymail.co.uk/i/pix/2015/01/18/24CDB78500000578-0-image-a-
1_1421555675428.jpg>.
“Myth: gays makes more money than non-gays,” February 21,2015,
http://www.washingtonpost.com/blogs/post-partisan/post/myth-gays-make-more-money-than-
non-gays/2011/03/04/gIQA26CexQ_blog.html
“Niche colognes and premium juices are among winners heading into Mother’s Day”, January 25, 2015,
https://www.npd.com/wps/portal/npd/us/news/press-releases/npd-group-reports-on-womens-
prestige-fragrance-performance/
“Perfume Industry Statistics”, January 25, 2015, http://www.statisticbrain.com/perfume-industry-
statistics/
“Perfume News: 2013 Fragrance Sales Figures, Revenue & Fragrance Markets” January 27, 2015
http://www.kafkaesqueblog.com/2013/08/24/perfume-news-2013-fragrance-sales-figures-revenue-
fragrance-markets/
“Polo Blue Ralph Lauren Cologne. Digital image. N.p., n.d. Web. 22 Feb. 2015.
<http://www.theperfumegirl.com/perfumes/fragrances/ralph-lauren/ralph-lauren-polo-
blue/images/polo-blue-ralph-lauren.jpg>.

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Polo Red: The New Men's Fragrance From Ralph Lauren. Dir. Bruce Webber. Perf. Nacho Figueras.
Youtube, 2013. Youtube.
Ralph Lauren Polo Red Perfume. Digital image. N.p., n.d. Web. 22 Feb. 2015.
<http://4.bp.blogspot.com/-
3wupXC4MHWk/UjtLkRecfdI/AAAAAAAAAdo/z8bMwkEmdmw/s400/ralph-lauren-polo-red-
perfume-banner.jpg>.
The NPD Group Reports on Men’s Fragrance Usage”, January 25, 2015,
https://www.npd.com/wps/portal/npd/us/news/press-releases/the-npd-group-reports-on-mens-
fragrance-usage/
The New Fragrance of Dolce & Gabana. Digital image. N.p., n.d. Web. 22 Feb. 2015.
<http://i.huffpost.com/gen/197726/MATTHEW-MCCONAUGHEY-DOLCE-GABBANA.jpg>
“The 21 most lesbian’s cities in the US,” February 21,2015, http://www.autostraddle.com/the-21-most-
lesbianish-cities-in-the-us-128377/
“6 messaging strategies to market your practice,” February 21,2015, http://www.bigbuzzinc.com/6-
messaging-strategies-to-market-your-practice/

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