Perfume is a mixture of fragrance oils, essential oils, aroma compounds, and solvents used to give humans, objects, and spaces a pleasant smell. The word perfume dates back thousands of years and is associated with enhancing sensual experiences across many cultures. Historically, humans have used natural and man-made materials to create perfumes and scents to apply to skin, clothing, and spaces. Ancient Egyptians were among the first to incorporate perfume into their culture, followed by Chinese, Hindus, Israelites, Arabs, and Greeks. France's King Louis XIV was known as the "Perfume King" due to his lavish use of floral scents throughout his palace and on visitors.
Honey bees live in highly organized colonies with one queen, male drones, and female worker bees. The queen's role is to lay eggs while workers forage for nectar, make wax, build the hive, and care for larvae. Workers communicate food sources to each other through round and waggle dances. Honey bees work tirelessly together with division of labor to collect nectar from millions of flowers and produce honey through over 25,000 flights per pound. Their cooperation and industry provides lessons for human collaboration and productivity.
The document provides an overview of the Indian toilet soap category, which is highly fragmented with over 250 brands. It notes that the popular soap segment contributes the highest volume at 37.2% and value at 42.2% of the total personal wash market. The discount soap segment is the only segment growing, while the carbolic soap segment is declining the most at 17% annually as consumers shift to other segments that provide additional benefits.
The document provides a step-by-step guide to inspecting a bee hive, beginning with putting on protective gear and gathering equipment like a hive tool and smoker. It describes how to open the hive, remove frames to examine brood patterns and stages, check for eggs, larvae, the queen, honey, pollen, and signs of pests or disease. The inspection aims to assess hive health and determine if the bees need more space or if any issues require attention. When finished, the hive is closed up and notes are taken.
Perfume is a fragrant mixture used to scent the human body and living spaces. It is made by combining essential oils extracted from plants and other sources, along with solvents and other ingredients. The extraction methods include steam distillation, solvent extraction, enfleurage, and expression. The perfume is then produced through a process involving collection of ingredients, extraction of oils, and formulation of the scent. Perfume has psychological and cultural significance beyond masking odors, and the industry is exploring new uses like aromatherapy to heal and improve mood and relationships.
El documento describe los componentes básicos de un perfume, incluyendo aceites esenciales naturales y sintéticos, disolventes y fijadores. Explica los principales métodos para extraer aceites esenciales de plantas, como la destilación, expresión, enfleurage y maceración. También distingue entre los diferentes tipos de perfumes según su concentración de aceites esenciales, como perfume, eau de perfume, agua de tocador, agua de colonia y splash perfumes.
The history of cosmetics and makeup spans over 6000 years. Ancient Egyptians were among the earliest cultures to use cosmetics, applying kohl eyeliner to protect the eyes from the sun as well as other makeup. Different cultures had their own traditions, with geisha in Japan wearing lipstick made from crushed safflower petals and the Chinese using nail polish to denote social class. While the church discouraged makeup use in medieval Europe, pale skin became a sign of high status. Modern cosmetics were influenced by Hollywood in the 20th century, with inventions like hair dye and red lipstick popularizing their use across cultures.
Beauty and Cosmetics Products Business OpportunityVenture Advisors
GCC is one of best selling market for Beauty Products. The sales are driven by high per capital income. GCC has very high disposable income. This is prime reason for growth of beauty and cosmetics products in GCC.
Perfume is a mixture of fragrance oils, essential oils, aroma compounds, and solvents used to give humans, objects, and spaces a pleasant smell. The word perfume dates back thousands of years and is associated with enhancing sensual experiences across many cultures. Historically, humans have used natural and man-made materials to create perfumes and scents to apply to skin, clothing, and spaces. Ancient Egyptians were among the first to incorporate perfume into their culture, followed by Chinese, Hindus, Israelites, Arabs, and Greeks. France's King Louis XIV was known as the "Perfume King" due to his lavish use of floral scents throughout his palace and on visitors.
Honey bees live in highly organized colonies with one queen, male drones, and female worker bees. The queen's role is to lay eggs while workers forage for nectar, make wax, build the hive, and care for larvae. Workers communicate food sources to each other through round and waggle dances. Honey bees work tirelessly together with division of labor to collect nectar from millions of flowers and produce honey through over 25,000 flights per pound. Their cooperation and industry provides lessons for human collaboration and productivity.
The document provides an overview of the Indian toilet soap category, which is highly fragmented with over 250 brands. It notes that the popular soap segment contributes the highest volume at 37.2% and value at 42.2% of the total personal wash market. The discount soap segment is the only segment growing, while the carbolic soap segment is declining the most at 17% annually as consumers shift to other segments that provide additional benefits.
The document provides a step-by-step guide to inspecting a bee hive, beginning with putting on protective gear and gathering equipment like a hive tool and smoker. It describes how to open the hive, remove frames to examine brood patterns and stages, check for eggs, larvae, the queen, honey, pollen, and signs of pests or disease. The inspection aims to assess hive health and determine if the bees need more space or if any issues require attention. When finished, the hive is closed up and notes are taken.
Perfume is a fragrant mixture used to scent the human body and living spaces. It is made by combining essential oils extracted from plants and other sources, along with solvents and other ingredients. The extraction methods include steam distillation, solvent extraction, enfleurage, and expression. The perfume is then produced through a process involving collection of ingredients, extraction of oils, and formulation of the scent. Perfume has psychological and cultural significance beyond masking odors, and the industry is exploring new uses like aromatherapy to heal and improve mood and relationships.
El documento describe los componentes básicos de un perfume, incluyendo aceites esenciales naturales y sintéticos, disolventes y fijadores. Explica los principales métodos para extraer aceites esenciales de plantas, como la destilación, expresión, enfleurage y maceración. También distingue entre los diferentes tipos de perfumes según su concentración de aceites esenciales, como perfume, eau de perfume, agua de tocador, agua de colonia y splash perfumes.
The history of cosmetics and makeup spans over 6000 years. Ancient Egyptians were among the earliest cultures to use cosmetics, applying kohl eyeliner to protect the eyes from the sun as well as other makeup. Different cultures had their own traditions, with geisha in Japan wearing lipstick made from crushed safflower petals and the Chinese using nail polish to denote social class. While the church discouraged makeup use in medieval Europe, pale skin became a sign of high status. Modern cosmetics were influenced by Hollywood in the 20th century, with inventions like hair dye and red lipstick popularizing their use across cultures.
Beauty and Cosmetics Products Business OpportunityVenture Advisors
GCC is one of best selling market for Beauty Products. The sales are driven by high per capital income. GCC has very high disposable income. This is prime reason for growth of beauty and cosmetics products in GCC.
This document provides an overview of perfume training and the perfume industry. It discusses what a fragrance is composed of, including top, middle, and base notes. It describes the different raw materials used, olfactory families that fragrances can be classified into, and the production process. The production process involves storing raw materials, pouring essential oils, blending, packing, and quality control. It also discusses formula structure and how it needs to be adapted for different applications, as well as typical fragrance dosages. Finally, it provides a brief overview of the fine fragrance, personal care, home care, and industrial markets.
Learn and discover the history of perfume from ancient times and middle ages all the way to the modern times.
Fragrances have been used in various forms since ancient times to convey messages, emotions and evoke memories. The use of scented products throughout human history dates back to the Stone Age when perfumes were largely made using plant extracts and oils. From Egypt to Rome, fragrance has had an undeniable impact on society. Today, scent remains an important part of peoples' lives – from a simple spritz of perfume before heading out for the day to wearing your beloved grandmother’s signature scent when you want to feel close with her memory. In this presentation we’re exploring how fragrances evolved over centuries, what ingredients were used for them and where new trends stemmed from along the way.
Dove has been operating since the 1940s and is now a top brand under Unilever, which has over 40 brands. Dove focuses on building positive self-esteem through its products and campaigns. Its target market is males and females aged 18-34 from high income groups in the US. Dove has strengths like its commitment to quality and positive messaging, but also faces weaknesses such as high expenses and criticism of some campaigns. Opportunities exist in expanding product categories and partner organizations, while threats include competition and issues with some Unilever brands. Dove aims to increase awareness, sales, and support for its mission through marketing strategies.
Milk Makeup is a cruelty-free and vegan makeup brand founded in New York. They originally launched with unique makeup sticks that could be applied with fingers. While they gained traction promoting these unique products, they have since strayed from this in marketing. They have a limited distribution in the US through Sephora and Urban Outfitters stores and their website. Opportunities exist to expand internationally, partner with influencers, improve shade ranges, and sell in Ulta stores. Market research like in-store observation and customer surveys could provide insights to help with future expansion and product development plans.
Dove is a personal care brand that focuses on moisture, natural beauty, and soft skin. It operates in 87 countries and was founded in 1957 by Lever Brothers, originally selling only soap bars. Dove uses everyday women in its advertisements to create an emotional connection with consumers and promote the message that beauty comes in all shapes and sizes. It targets women of all ages and backgrounds.
1. El perfume se refiere a sustancias aromáticas que desprendían un humo fragante al ser quemadas. A lo largo de la historia, los perfumes se han utilizado en rituales religiosos y por figuras como Alejandro Magno.
This document discusses the history and classification of perfumes. It begins with the origins of perfumery in ancient Mesopotamia and Egypt. It then covers various classification schemes for perfumes based on their source (plant, animal, synthetic), odor, fragrance, volatility, and timely era (traditional vs modern). The document also discusses the components of perfumes like essential oils, fixatives, and solvents. It provides percentages of fragrance concentration in different perfume types. Finally, it briefly discusses allergens, contact dermatitis, and regulation of fragrances in cosmetics by European scientific committees.
Nivea's marketing strategy focused on product expansion and geographic expansion. They developed over 500 products to target all customer segments and age groups globally. Nivea also strengthened their brand image through their "Beauty is..." campaign promoted through above and below the line advertising. This campaign helped connect Nivea to consumers and better respond to their needs worldwide.
The document provides an overview of perfume, including its history, composition, description, and sources of aromatics. It discusses how perfume has evolved from ancient times using natural plant and animal sources to today's synthetic formulations. It also describes how perfume is classified by concentration level, fragrance families, and fragrance notes to analyze its scent. Key aromatic sources mentioned are flowers, fruits, resins, woods, and animal products used in perfumery.
Este documento describe un curso sobre estrategias y conocimientos técnicos para el dominio de la profesión de maquillador profesional. El curso cubre temas como las técnicas de maquillaje, los útiles y materiales de maquillaje, las correcciones del rostro, las técnicas de aplicación, los estilos de maquillaje, las épocas del maquillaje y la evaluación de la calidad e higiene en el proceso de maquillaje.
Perfumery Compounds Manufacturing and Formulation. Agarbatti Perfumery Compou...Ajjay Kumar Gupta
The document discusses perfumery compounds and the perfumery industry in India. It provides an introduction to perfumery, the requirements for perfumery compounds, and outlines the manufacturing process. It then discusses the market outlook and size of the Indian fragrance industry. The industry is growing at a promising rate due to India's growing population and rising disposable incomes. The document concludes with information on major players in the Indian perfumery industry and provides a cost estimation for establishing a perfumery compound manufacturing facility.
Overview of a case study regarding 2 of the most complementary brands of Unilever namely Axe and Dove and how Unilever used personal marketing to win respective target audience.
1) Axe deodorants has a 6.8% market share in India and is targeted towards younger consumers between the ages of 15-28.
2) Research found Axe has high brand recall and "depth of salience" among consumers due to its strong advertising.
3) Consumers reported being most satisfied with Axe's variety of fragrances, trendy appearance, and durability.
4) Axe is perceived as a youthful brand that awakens feelings of excitement and freshness in users.
The document summarizes research conducted on Dove Men+Care's marketing strategy and target audience. It finds that while men are increasingly investing in personal care, Dove has not effectively engaged all age groups or incorporated its full product line in marketing. Secondary research shows 51% of men use women's products. Primary research through surveys and interviews reveals that while 58% find Dove's quality good, only 5% see it as popular, and men feel media representation is outdated or does not reflect them accurately. It recommends Dove focus on personal care benefits for all ages rather than masculinity and relate more to consumers' actual experiences.
ColourPop - The Budget-Friendly and High Quality Brand Everyone LovesOctoly
The ColourPop brand is very different from the traditional industry, where you’ll see top-down campaigns. Instead of massive companies that plan and concept their launches a year or more ahead of time, John and Laura Nelson, founders of Seed Beauty and ColourPop have 20-something staffers on social media asking the brand's consumers what they want; then roll it out as soon as it's ready.
The document provides an overview of perfume, including its history, composition, and methods of description. It discusses how perfume has been used since ancient times to enhance scents. It also outlines the main components of perfumes, concentration levels, olfactive families that perfumes can belong to, and how notes are used to describe a perfume's scent over time.
The document provides information about various types of perfumes such as ittars, fragrances, essential oils, and concentrates. It discusses the history of perfumes originating from the Middle East over 1,300 years ago. Various flower extracts like rose, jasmine and orange blossoms are used to create perfumes. The document also outlines the different types of perfumes based on concentrate levels - concentrated perfume, eau de parfum, eau de toilette, and eau de cologne. It proposes concepts for an upscale perfume retail store called "Maysa" including vision, target customers, product range, store layout, and branding and promotion strategies.
This document provides an overview of perfume training and the perfume industry. It discusses what a fragrance is composed of, including top, middle, and base notes. It describes the different raw materials used, olfactory families that fragrances can be classified into, and the production process. The production process involves storing raw materials, pouring essential oils, blending, packing, and quality control. It also discusses formula structure and how it needs to be adapted for different applications, as well as typical fragrance dosages. Finally, it provides a brief overview of the fine fragrance, personal care, home care, and industrial markets.
Learn and discover the history of perfume from ancient times and middle ages all the way to the modern times.
Fragrances have been used in various forms since ancient times to convey messages, emotions and evoke memories. The use of scented products throughout human history dates back to the Stone Age when perfumes were largely made using plant extracts and oils. From Egypt to Rome, fragrance has had an undeniable impact on society. Today, scent remains an important part of peoples' lives – from a simple spritz of perfume before heading out for the day to wearing your beloved grandmother’s signature scent when you want to feel close with her memory. In this presentation we’re exploring how fragrances evolved over centuries, what ingredients were used for them and where new trends stemmed from along the way.
Dove has been operating since the 1940s and is now a top brand under Unilever, which has over 40 brands. Dove focuses on building positive self-esteem through its products and campaigns. Its target market is males and females aged 18-34 from high income groups in the US. Dove has strengths like its commitment to quality and positive messaging, but also faces weaknesses such as high expenses and criticism of some campaigns. Opportunities exist in expanding product categories and partner organizations, while threats include competition and issues with some Unilever brands. Dove aims to increase awareness, sales, and support for its mission through marketing strategies.
Milk Makeup is a cruelty-free and vegan makeup brand founded in New York. They originally launched with unique makeup sticks that could be applied with fingers. While they gained traction promoting these unique products, they have since strayed from this in marketing. They have a limited distribution in the US through Sephora and Urban Outfitters stores and their website. Opportunities exist to expand internationally, partner with influencers, improve shade ranges, and sell in Ulta stores. Market research like in-store observation and customer surveys could provide insights to help with future expansion and product development plans.
Dove is a personal care brand that focuses on moisture, natural beauty, and soft skin. It operates in 87 countries and was founded in 1957 by Lever Brothers, originally selling only soap bars. Dove uses everyday women in its advertisements to create an emotional connection with consumers and promote the message that beauty comes in all shapes and sizes. It targets women of all ages and backgrounds.
1. El perfume se refiere a sustancias aromáticas que desprendían un humo fragante al ser quemadas. A lo largo de la historia, los perfumes se han utilizado en rituales religiosos y por figuras como Alejandro Magno.
This document discusses the history and classification of perfumes. It begins with the origins of perfumery in ancient Mesopotamia and Egypt. It then covers various classification schemes for perfumes based on their source (plant, animal, synthetic), odor, fragrance, volatility, and timely era (traditional vs modern). The document also discusses the components of perfumes like essential oils, fixatives, and solvents. It provides percentages of fragrance concentration in different perfume types. Finally, it briefly discusses allergens, contact dermatitis, and regulation of fragrances in cosmetics by European scientific committees.
Nivea's marketing strategy focused on product expansion and geographic expansion. They developed over 500 products to target all customer segments and age groups globally. Nivea also strengthened their brand image through their "Beauty is..." campaign promoted through above and below the line advertising. This campaign helped connect Nivea to consumers and better respond to their needs worldwide.
The document provides an overview of perfume, including its history, composition, description, and sources of aromatics. It discusses how perfume has evolved from ancient times using natural plant and animal sources to today's synthetic formulations. It also describes how perfume is classified by concentration level, fragrance families, and fragrance notes to analyze its scent. Key aromatic sources mentioned are flowers, fruits, resins, woods, and animal products used in perfumery.
Este documento describe un curso sobre estrategias y conocimientos técnicos para el dominio de la profesión de maquillador profesional. El curso cubre temas como las técnicas de maquillaje, los útiles y materiales de maquillaje, las correcciones del rostro, las técnicas de aplicación, los estilos de maquillaje, las épocas del maquillaje y la evaluación de la calidad e higiene en el proceso de maquillaje.
Perfumery Compounds Manufacturing and Formulation. Agarbatti Perfumery Compou...Ajjay Kumar Gupta
The document discusses perfumery compounds and the perfumery industry in India. It provides an introduction to perfumery, the requirements for perfumery compounds, and outlines the manufacturing process. It then discusses the market outlook and size of the Indian fragrance industry. The industry is growing at a promising rate due to India's growing population and rising disposable incomes. The document concludes with information on major players in the Indian perfumery industry and provides a cost estimation for establishing a perfumery compound manufacturing facility.
Overview of a case study regarding 2 of the most complementary brands of Unilever namely Axe and Dove and how Unilever used personal marketing to win respective target audience.
1) Axe deodorants has a 6.8% market share in India and is targeted towards younger consumers between the ages of 15-28.
2) Research found Axe has high brand recall and "depth of salience" among consumers due to its strong advertising.
3) Consumers reported being most satisfied with Axe's variety of fragrances, trendy appearance, and durability.
4) Axe is perceived as a youthful brand that awakens feelings of excitement and freshness in users.
The document summarizes research conducted on Dove Men+Care's marketing strategy and target audience. It finds that while men are increasingly investing in personal care, Dove has not effectively engaged all age groups or incorporated its full product line in marketing. Secondary research shows 51% of men use women's products. Primary research through surveys and interviews reveals that while 58% find Dove's quality good, only 5% see it as popular, and men feel media representation is outdated or does not reflect them accurately. It recommends Dove focus on personal care benefits for all ages rather than masculinity and relate more to consumers' actual experiences.
ColourPop - The Budget-Friendly and High Quality Brand Everyone LovesOctoly
The ColourPop brand is very different from the traditional industry, where you’ll see top-down campaigns. Instead of massive companies that plan and concept their launches a year or more ahead of time, John and Laura Nelson, founders of Seed Beauty and ColourPop have 20-something staffers on social media asking the brand's consumers what they want; then roll it out as soon as it's ready.
The document provides an overview of perfume, including its history, composition, and methods of description. It discusses how perfume has been used since ancient times to enhance scents. It also outlines the main components of perfumes, concentration levels, olfactive families that perfumes can belong to, and how notes are used to describe a perfume's scent over time.
The document provides information about various types of perfumes such as ittars, fragrances, essential oils, and concentrates. It discusses the history of perfumes originating from the Middle East over 1,300 years ago. Various flower extracts like rose, jasmine and orange blossoms are used to create perfumes. The document also outlines the different types of perfumes based on concentrate levels - concentrated perfume, eau de parfum, eau de toilette, and eau de cologne. It proposes concepts for an upscale perfume retail store called "Maysa" including vision, target customers, product range, store layout, and branding and promotion strategies.
The document provides statistics on the global and US perfume industries. Some key details include:
- The annual global perfume industry sales revenue is $27.5 billion, while the US market is $5.2 billion.
- In 2002, there were 756 perfume brands in US department stores.
- Only 1% of celebrity perfume brands are priced over $75, compared to 46% of designer perfume brands.
- 87% of American women use perfume.
- Coty Inc holds 13% of the fragrance market share.
Chanel is a privately held luxury goods and jewelry company headquartered in Greater New York City. It was founded in 1909 by Gabrielle "Coco" Chanel and is best known for its haute couture, perfumes, fashion accessories, and jewelry. Karl Lagerfeld has served as the creative director since 1983. Chanel targets both female and male customers across generations with products like bags, shoes, dresses, swimwear, watches, and fragrances. The company emphasizes fashion, accessories, and fragrances in its brand and expands globally while protecting its high-cost brand.
This presentation is about Seven Wonders Of The World . You'll know about The Great Pyramid of Giza, Hanging Gardes of Babylon, Statue of Zeus at Olympia, Temple of Artemis, Mausoleum at Halicarnassus, Colossus of Rhodes, Lighthouse of Alexandria.
To be hired to assist the supervisor.
Chefs: 2 experienced chefs to be hired to develop menu items and
oversee food preparation.
Wait Staff: Initially plan to hire 6 wait staff to handle lunch and
dinner shifts.
Host/Cashier: 1 host/cashier to greet customers and handle
payments.
Janitorial: Contract cleaning services.
Accountant: Part-time accountant for bookkeeping and financial
reporting.
Marketing Plan
Website Development
Social Media Marketing
Print Advertising
2. Введение Коллекции Анализ Вывод
Структура
Киллиан Хенесси
1 Введение Философия
Продукт
Анализ
2 Коллекции 3 Потребители 4 Модели
5 Вывод
2
3. "It was brave and it was a risk. But
for me there was no alternative.
Because without risk there cannot be
the joy of bringing something new to
alternative. Because
the market."
Kilian Hennessy
3
4. Введение Коллекции Анализ Вывод
Килиан Хеннесси
Наследник бренда коньяка Hennessy
Внук соучредителя LVMH (Moet
Hennessy Louis Vuitton),
Факультет лингвистики
Диссертация на тему «Семантика
обаяния»
Kilian Hennessy
4
5. Введение Коллекции Анализ Вывод
Духи схожи с коньяков
Цель:
отыскать
Долю
Ангелов
5
6. Введение Коллекции Анализ Вывод
Философия бренда
• Подчеркивай свою индивидуальность
• Бессознательная ассоциация себя
с брендом
Искусство, которое
Основная
открывает двери в
философия
воспоминания
6
7. Введение Коллекции Анализ Вывод
Упаковка
Классический Черная деревянная коробочка
вид бутылочки
Гравировка Атласная
с названием подкладка
Узор
Ахиллеса Специальный ключик
с кисточкой
7
9. Введение Коллекции Анализ Вывод
Коллекции By Kilian
1 Черные шедевры 2 Арабские ночи
3 Сказки Азии 4 В саду добра и зла
9
10. Введение Коллекции Анализ Вывод
Коллекция «Черные шедевры»
Классика от Килиана Хеннесси
• Любовь и ее запреты
Темы
• Искусственный рай
• Соблазны
• 10 видов уникальных духов
Что?
• Современный и классический
стиль
10
11. Введение Коллекции Анализ Вывод
Коллекция «Арабские ночи»
Путешествие на Ближний Восток
«Тысяча и одна ночь»
с великолепными
Концепция
эфирными маслами
•Уд
•Роза
•Ладан
•Амбра
•Мускус
• Коллекция состоит из 5 духов
• Все эфирные масла с сильным символическим значением с Ближнего Востока
Увлекательное путешествие в мир Востока
11
12. Введение Коллекции Анализ Вывод
Коллекция «Азиатские сказки»
Вдохнуть свежеть азиатских ароматов
Концепция
Азиатское вдохновение с
особым смыслом
На данный момент только два вида:
• «Водная каллиграфия» отдает дань уважения воде
(важный элемент каллиграфии)
• «Бамбуковая Гармония» отдает дань уважения
бамбуку (символ человеческого совершенства.)
12
13. Введение Коллекции Анализ Вывод
Коллекция «В саду добра и зла»
Взглянуть в глаза своим порокам
В рамках празднования 5-летия
Концепция
бренда
Коллекция, которая говорит о
запретном : изгнание Адама и
Евы из Райского сада
Вкус и прелесть порока –
цветочно-фруктовые мотивы
Новая упаковка и отличающаяся
реклама
13
14. Введение Коллекции Анализ Вывод
Лимитированная коллекция
SOPHIE MATISSE
ARTISTIC EDITION
Что?
Уникальная коллекция с
Kilian художницей и
Hennessy владелицей галереи
+ Каждая бутылочка –
произведение искусства
За сколько?
Sophie Около $1000 за
Matisse бутылочку
14
15. Введение Коллекции Анализ Вывод
Потребитель сам выбирает, какой запах
будет следующий
Коллекция «эко-люкс»
Бочонок для
заправки
бутылочки
Многоразовость + Долгосрочность
15
16. Введение Коллекции Анализ Вывод
Клатчи By Kilian
Коллекции клатчей, идентичные
упаковке духов
Night fetishes Prohibited in
colors
16
18. Для кого были созданы
духи By Kilian?
для женщин
для женщин и мужчин
для мужчин
13%
22%
65%
18
19. Введение Коллекции Анализ Вывод
Выбор сегмента
Сегменты (По А.Н. Андреевой и Л.Н.
Богомоловой)
?
Власть Сексуальность Удовольствие
почему?
Некоторые отзывы • Бренд By Kilian – скрытая роскошь,
потребителей: для тех кто понимает и принимает себя
• Бренд, рассчитанный на впечатления
Уникальные запахи • У потребителей есть свой
Не универсальный парфюм индивидуальный вкус
• Эмоциональная тяга к определенному
Коммерческий бренд
бренду
19
20. Введение Коллекции Анализ Вывод
Анатомия бренда By Kilian [Fionda, Moore, 2009].
дизайнерская Классический,
12 000 – 15 000 премиальная
узнаваемый
подпись стиль коллекций руб. цена
Образа самого Отдельные ТП
маркетинговые создателя, соц обслуживания,
окружающая
коммуникации сети, превосходный среда и
презентации сервис, бутик
в Москве
обслуживание
Функцион. +
целостность инновационность Истории
продукта через подбор коллекций,
ингредиентов философия наследие
бренда
идентичность Эмоции, страсть, Бессознательное
бренда пороки влечение к
культура
бренду
культура 20
21. Введение Коллекции Анализ Вывод
Пирамида роскоши
Bain & Co. 2012.
• Элитарность
• Икона Абсолютные бренды
• Наследие
• уникальность
• Вдохновение
• Узнавание Желанные и вдохновляющие
• Отличность от других бренды
• Доступность
• Чувство
Доступные бренды роскоши
принадлежности
• Повышение статуса
21
22. Введение Коллекции Анализ Вывод
6P маркетинга роскоши (Джефф Уинспер)
Люди (people): Продукт (product):
6P маркетинга роскоши
• Которые понимают • Упаковка
• Которые хотят быть • Уникальность ароматов
уникальными • Разнообразие линеек
Страсть (passion): Цена (price):
• Страсть, как направление • 12 000 – 15 000 тысяч
позиционирования
Цель (purpose): Удовольствие
• Предложить аудитории (pleasure):
найти себя, осознать • От того, что
истинную цель парфюма пользуешься им
22
23. Введение Коллекции Анализ Вывод
Трехмерная модель бренда By Kilian
Джонатан Викерс и Фрэнк Ренар
Символическое
Функционализм Опыт
взаимодействие
параметров
Описание
•Потребность • Удовольствие от запаха • Удовольствие от
хорошо пахнуть • Многовариантность принадлежности
выбора • Уникальность
коммуникации
Маркетинговые
•Потребность •Многоразовость •Элитность
хорошо пахнуть •Коллекции •Уникальность
•Страсть
УНИКАЛЬНОСТЬ, ПРИВЕРЖЕННОСТЬ, ЭМОЦИОНАЛЬНОСТЬ
23
24. Введение Коллекции Анализ Вывод
Выводы из анализа
1 2 3 4
Уникальность,
Эмоциональная Истории Особенные
инновации в
принадлежность коллекций клиенты
парфюме
Абсолютная роскошь, которой невозможно
не восхищаться
24
25. Введение Ширина Глубина Длина Вывод
Модель (3)
Спасибо за внимание!
25