This document provides information about the perfume brand MAGNIFICENT. It discusses the brand's vision to reach classy and fabulous girls, its mission to provide good fragrances using natural oils. It also outlines the brand's target audience of elegant, modern women ages 18+, its mid-high income competitors, and marketing strategies including advertisements, promotions, and pull strategy to attract customers.

1. MAGNIFICENT
Beimpossibletoforget
Presenting
by
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2. General Description
Name: MAGNIFICENT
Logo:
Slogan: Be impossible to forget
Base note: Night Jasmine
Price: 1999/-and 999/-
Quantity :100ml/50ml
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3. VISION:
TO REACH OUT TO ALL THE GIRLS WHO
LOVE TO BE CLASSY AND FABULOUS.
MISSION:
The mission is to provide good
fragrance by using only naturally
pure essential oils
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4. Brand Mantra
Emotional:
Stylish, Luxury
Descriptive:
Fashionable, Classic,
Elegant
Brand Function:
Clarity in Fragrance
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Contemporary classic, elegance and
dazzling

5. 5 Levels of Product
Core benefit level o Classy and elegant smell
Generic level o Well designed packing
Expected product level o Long lasting and
attractive packing
Augmented level o Gift packing with
perfume and wax candle
Potential level o Travel sized perfume,
making it easy to carry
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6. Type of risk customer will feel
1) Functional risk
2) Financial risk
3) Psychological risk
4) Time risk
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7. Sources of brand equity
Brand awareness
Borjan has 99 outlets in 56
Cities such as
Islamabad, Lahore, Karachi,
Faisalabad
Brand Image
The quality of Borjan’s
product is very high.
Magnificent is made for
everyday use and special
events.
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8. Customer-Based Brand Equity Pyramid
•Amazing smellSalience
•Simple bottle design, light weight, reasonable
pricePerformance
•Everyday use, special event, for all women,
available on all storesImagery
•Trustworthiness, moderate qualityJudgment
•Excitement, luxury , just wow, pleasant and
confidentFeelings
•Loyal and satisfied customers, active online
customersResonance
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9. Target Audience
Age- 18+ years
Income – Mid to High Income
Occupation- professionals, Students, housewives, widows,
doctors etc…
Elegant, modern and classy women
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10. Competitors
Bonanza
Junaid Jamshed
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11. POP’S & POD’S
POP’S
o Good quality
o Reasonable price
o Available on stores and
online
POD’S
o Dermatologically tested
o Two different sizes
o Sample testing
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12. Packing
Contents
• Name
• Logo
• Manufacturing and expiry
date
• Price
• Quantity
• Caution
• Ingredients
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13. Strategies
Communication Strategy
1. Advertisement
On TV channels during drama serials at night and during morning
shows.
Fashion magazines, bill boards, social media( facebook,
twiter,whatsapp, instagram)
2. Promotions
10% off for first 100 customers
Free samples for those who will spend 4000 or more on our other
Product
Channel strategy
We are selling our perfume at our outlet and online ,on our website.
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14. Product Strategy
• Our product is in tangible form and
lies in specialty consumer products.
• After sale we will contact our users
and get feedback about our product.
• To make loyal customers we will offer
20% discount and sent birthday
wishes on their birthday.
Pricing strategy
Penetration and psychological
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15. PUSH OR PULL STRATEGY
We are using pull strategy for our product(make customer
come to you)
o Advertisement
o Guerilla marketing..(placing dummy of perfume on the
road)
o Positive word of mouth
o Customer relationship management
o Sales promotions and discounts
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