This is the group project for one of my college elective course: Marketing and Management of Arts. The proposal was made when I was in the second year of college. My partner and me decided to choose perfume as our main product. However, we want to create some differences among all competitors in the perfume market. Therefore, we would like to open a DIY perfume shop, and thus proposed the outline of our business plan. The plan included our marketing method, estimate of cost, shopping mechanism...etc.

1. Course: Marketing and Management of Art
Presented by Tiffany & Jennifer
December, 2010

2. “Woman who doesn't wear perfume has no future”— Coco Chanel
Which one is your favorite perfume?
30% Essence
Blend and create your own unique perfume.
55% Free Style
Scent of rose in bud, Warm odor of afternoon sunlight, Brisk smell of soap
5% Confidence
10% Elegance

3. DIY Fragrance Shop
=
Our Shop & Logo

4. We found our inspiration
from a book.
For women, finding a suitable, personal fragrance can be much
more difficult than buying a dress or choosing some accessories.
There are thousands different types of fragrance, decorated with stylish
design and packed in delicate glass bottle which can easily catch
people’s attention via their appearance. However, if these fancy
perfume packing were took off, can perfume still catch women’s
eyes? Or women are just simply pursuing the deluxe, fashion packing
of perfume? In other words, when women are buying perfumes, what
do they care the most: packing, brand of perfume, or fragrance its
very self?
Therefore, we believe that we can establish a “pure” fragrance
shop, where no famous brand logos, superstar’s endorsement and
advertising exist. Our customers can simply experience and enjoy the
perfume as well as different scents. Most importantly, our customers
can blend their own perfume in the shop to meet their preference and
personal odor. We hope our shop can help our customers to express
their unique style and broaden their experience and senses in smell.
Motivation

5. Demeter: Fragrance Library
Le Labo Fragrances
Inspired by two perfumers...
Motivation
“The point is to fall in love with a smell, to wear that smell, voilà. To realize that a
carefully chosen smell that arouses emotion within oneself will make their life
more beautiful. ”— Eddie Roschi, Co-Founder of Le Labo

6. In short, this is a DIY perfume shop:
• Everyone can blend and create their favorite and personal fragrance.
• In the shop, we provide various raw materials for making perfume, including
essence, base oil, alcohol, emulsifier, hydrosols and natural dyes…etc. We
also provide devices and tools for customers to use. Our customers only
need to pay for DIY fees (bottles and materials included) and they can use
everything provided in the shop to make their perfume.
• In addition to DIY hand-made perfumes, we also sell ready-made perfumes
for customers who simply just want to buy from the options we created for
them. (They are also very good and special, too!)
Introduction
Profile

7. Introduction
Simple, Elegant, Refreshing
By using neutral and natural colors such as
white, wood, green, we want to make our visual
identity, including brand image and store
decoration, very original and relaxing. This
enables our customers to enjoy the pure
amusement of creation without too much
supplement, interference, and extra explanation.
Style
Introduction

8. • According to the data provided by Trendgo Research, the main consumers in perfume
market are 20~45 year-old females with college (or above) education background,
living in Northern Taiwan. Therefore, such consumer group is our target customers.
• To be more specific about our target customers, they are 25~40 year-old females with
middle-high income and sensitive to fashion trend and leisure life.
• Even though in Taiwan market there are still about 43% females who don’t wear
perfume, but according to the research there are still approximately 57% females who
wear perfume always or occasionally. Therefore, we believe DIY perfume business can
be much expansive in this market.
Introduction
Target Consumers

9. Frequency of Female Wearing Perfume
0% 12.5% 25% 37.5% 50%
15%
42%
43%
Never Occasionally Always
0%
25%
50%
75%
100%
Gender
83%
17%
Male
Female
Location
29%
17%
54%
North
Middle
South
Marriage
41%
59%
Yes
No
Education
68%
29%
3%
Junior high school (below)
Senior high school
College (above)
Taiwanese Perfume Consumer Profile
Introduction
*Chart resource: Trendgo Research

10. Goals
Store Information
Human Resource
Purchasing & Vendors
Cost Estimate
Main Products
Fragrance DIY Operation
SWOT Analysis
Marketing
Business
Plan

11. 【Short Term】
Offers cozy and convenient space for guests to
make their perfume
【Middle Term】
Occasional Lectures of perfume courses
【Long Term】
Driven the trend of perfume and man can also have
their own unique perfume
Goals

12. Store Information
Location: East Zone of Taipei City, Taiwan
Square footage：936 sq. ft.
Rent：$NT 135K/month
Interior decoration：$NT 2000K

13. Human Resource
Shop
Clerk- 2 Man 2 Shift (Full-Time) Total of 4
Work Time：10:00~16:00 / 16:00~22:00
Management
Treasurer - Accounting、Budgeting、Expense
Reports…etc.
HR Director - Training、HR…etc.
。
Projecting
Logistics Marketing Planning
Product & Purchase Business Planning
Asset Maintenance Business Development

14. Alcohol、Perfume、Flower Water、Emulsifiers、Dyes
First Chemical Works （Taiwan-made brand）
Flavor & Oil Feedstock
Perfume Bottles
LI-CHANG Glass Manufacturing Factory
Other Materials
Packaging
Labels、Cartons、Bags、Extra Packaging (ex. Ribbon)
Equipment
Test tubes、Beakers、Stirring rod、Tube racks、Freezer
Purchasing & Vendors

15. 【Variable Cost】
HR Cost：Shop 80000/Month
Rent：135000/Month
Marketing Publicity： 3000/Month
【Fixed Cost 255 Million】
【Variable Cost 24.5 Million】
【Fixed Cost】
Decoration：200 Million
Purchase:
1. Natural Oil $5000 per 500ml Sixty kinds Total $300,000
2. Flavor $1700 per 500ml Hundred kinds Total $170,000
3. Cylinder $2000 per 100
4. Pressure Bottle $2000 per 100
5. Dropper $300 per 100
6. Breker $1500 per 100
7. Perfume Bottle $70000 per 2000
8. Alcohol $8640 per 144
Cost Estimate

16. Raw Material
Flavor
Oil
Alcohol
Perfumer
Flower Water (Plant
Essence)
Emulsifier
Perfume Dye
Perfume
Flower Series
Fruity Series
Dessert Series
Wine Series
Life Series
Original Series
Natural Organic Oil Series Others
Organic Lotion
Whitening Lotion
Moisturizing Lotion
Hand & Foot Creme
Hair Creme
Main Products

17. Fragrance DIY Operation
Customers can choose bottle, volume and type of fragrance based on their
budget. There are 2 types fragrance: Eau de toilette and Eau de parfum.
Customers choose their bottle and type of fragrance at store counter and pay
to get bottle and they are free to use the tools and materials at DIY area. In
the DIY section, we also provide laptop and guidebook for customers’
references. There are also instructors at side if they have any query during
making the perfume.
30ml 50ml 80ml
Toilette 550 750 950
Parfum 750 950 1250
Rate Card
Choose fragrance type:
Toilette or Parfum and the
size of bottle.
Check out at counter
and get the bottle
Make your own
fragrance at DIY area
Finish your personal
fragrance

18. Helpful Harmful
Internal
Strengths Weaknesses
1. High autonomy
2. High flexibility
3. Hand-made
4. Customize
5. Combined with professional courses
1. High cost
2. High price
3. Unpopularity of wearing perfume in
Taiwan
4. Uncertainty of customer’s
acceptance for new shop form.
External
Opportunities Threats
1. The trend of personalizing and
customizing luxury goods
2. Rising feminism
1. Famous perfume brand with well-
known perfumers’ and celebrities’
endorsement.
SWOT Analysis

19. In-store event: Hosting speech, workshop or small discussion group to
share about the fragrance making, inspiration and life style.
E-commerce: Official website combined with online shop and cooperate
with major shopping sites
Blogger cooperation: Providing bloggers trial products and request
them to write about the product as well as the brand.
Digital media: Facebook fan page and Instagram maintenance.
Marketing Plan

20. In-store Event
Speech - Invite famous perfume expert to give lecture/speech periodically to talk about tips
of making perfume and basic knowledge about fragrance.
Customer’s experience sharing - Hosting discussion group or tea time to customers and
share their fragrance DIY experience.
Fragrance Life - Hosting small events at holidays (ex. Valentine’s day, mother’s day,
Christmas…etc.). The event will focus on how to make holiday perfumes for gifting and party
or gathering occasion.
Marketing

21. Perfume Course - Offer perfume courses for people who are highly interested in
perfume and the manufacture. The courses are divided into 3 levels: elementary,
middle, and high level. The courses contains basic knowledge about perfume, raw
materials understanding, procedure of perfume manufacturing, and creative perfume …
etc. Customers who purchased perfume courses can get free perfume and materials to
encourage customers to buy and use our materials for DIY.
Membership - Customers who purchase courses or goods can accumulate their
purchased amount for free VIP membership. As VIP member, more discounts, small gifts
and extra free special courses are available. The aim of the membership is to stimulate
new customers’ purchasing and to maintain old customers’ relationship.
Marketing
In-store Event

22. Online Shopping
E-commerce Platform - In order to make customers be more convenient,
the shop is also available online. Customers can buy raw perfume materials,
tools, ready-to-use perfume and other products on the platforms such as
Yahoo!Shopping or PChome Shopping. Via famous and high volume online
shopping sites we are able to broaden our target customers and also
promote the store.
Marketing

23. Blogger Cooperation
Through cooperate with famous bloggers, we aim to use these
celebrity’s endorsement and high volume readership to enhance our
exposure. The cooperation is to provide bloggers perfume trials,
free DIY coupons or cooperation fee for inviting them to write about
the products and get their readers and fans’ attention. The
cooperation can be combined with press gathering, by inviting not
only bloggers but also target media (ex. editors, journalists,
columnists…etc.).
Marketing

24. Digital Media
【Social Media】Founding Facebook page to interact with customers. Using social
network to create more exposure via Facebook ads, event and connect with online
shop to spread the word-of-mouth marketing.
【Official Website】Introduce the brand, the store, fragrance related news
and informations. (ex. fragrance know-how, product introduction, latest
promotion, store information and FAQ.) Connect with our Facebook and e-
commerce platform.
Marketing

25. Conclusion
Although this can be a long and tough road to establish our own fragrance business,
yet at least we are dare to dream!
This is the basic model of new fragrance shop in Taiwan, and we believe by more in-
depth calculation and planning, it is possible to transform our dream into a real,
operating business.
“Energy and persistence conquer all things.”
-Benjamin Franklin
Summary

26. Thank

27. You!