INDUSTRY- perfume and fragnance PRODUCT NAME- Soliflore Marketing management project(BBA) Perfume is a mixture of fragrant essential oils or aroma compounds, fixatives and solvents, used to give the human body, animals, food, objects, and living-spaces an agreeable scent. It is usually in liquid form and used to give a pleasant scent to a person's body. The word perfume derives from the Latin perfumare, meaning "to smoke through". Many ancient perfumes were made by extracting natural oils from plants through pressing and steaming. The oil was then burned to scent the air. Today, most perfume is used to scent bar soaps. Some products are even perfumed with industrial odorants to mask unpleasant smells or to appear "unscented."

1. BY-
Rhythm Garg
Megha Puri
Niketan Sharma
Harsh Sheoran
Shivangi Mittal
Samaksh Madan

4. • TAX POLICY- 30% tax rates which reduces profits.
• ENVIRONMENTAL REGULATIONS- convert 30% land
area into green land which increases costs.
• TRADE RESTRICTIONS TARRIF- charged for crossing the
state borders.
POLITICAL ANALYSIS
ECONOMIC ANALYSIS
• Government intervention in the free market and raw materials.
• Financial market is efficient and therefore can raise the capital.
• Infrastructure quality is enhanced.
• Skilled and professional workforce to be considered.
• Inflation rates in the economy.
• Labour costs.

5. SOCIAL ANALYSIS
• Education level as well as education standard in the fragrance
industry.
• CULTURE- gender role and social conventions.
• People’s lifestyle.
• Leisure interests.
• Class structure, hierarchy and power structure in the society.
TECHNOLOGICAL ANALYSIS
• RESEARCH AND DEVELOPMENT- spend a lot on it to keep
a hold in the market.
• TECHNOLOGY’S EFFECT ON FIRM’S OFFERING- cost of
the product will increase with the increase in research and
development.
• TARGET MARKET COMMUNICATIONS- focus on young
and potential consumers for communication.

6. ENVIRONMENTAL
ANALYSIS
• WEATHER- as most people wear perfume in a hot and humid
weather.
• Laws that regulate environmental pollution.
• Attitude towards green or ecological products.
• RECYCLING- ensure that the product could be recycled.
LEGAL ANALYSIS
Different countries have different laws and policies which
effects company’s cost and demand of the product-
• Product safety
• Advertising standards
• Product labelling.

7. MICRO
ENVIRONMENT
PORTER’S FORCES
MODEL
It helps in exploring how
these five forces determines
the balance of powers,
supplier power, buyer
power, competitive rivalry,
threat of substitute and
theory of new entry.

8. THREATS OF NEW ENTRANTS
•New stores selling the substitute fragrance products which
weakens the sales.
•They would have a proper survey and research report so
that they can fulfil the needs and attract the customers.
THREATS OF SUBSTITUTE PRODUCTS
Few main companies that compete consumers are undergoing the pressure
which makes the use of mass alternatives from luxury brands.

9. REGAINING POWER OF
SUPPLIERS
Supplies in dominant position can decrease
the margin which the industry can earn in
the market. Power suppliers extract higher
prices from the firm which lowers the
profitability.
BARGAINING POWER OF BUYERS
• Buyers want to buy best by paying the least which puts the
pressure on the industry for maintaining profitability in long run.
• Smaller customer base leads to higher bargaining power of the
customers.
• Higher supply than demand allows buyers to pressure the
company to offer higher quality at lower prices.

10. RIVALRY AMONG THE
EXISTING
COMPETITORS
•New competitors can be a threat.
•Highly competitive environment does take
a toll on the overall long term
profitability.
•This can be managed by building
sustainable differentiation or
collaborating to increase the market size.

11. COMPETITORS
ANALYSIS

12. TARGET CONSUMERS
● Primarily included celebrities, the wealthy, fashionistas, and the upper class.
● Their current customers are both male and female ages between 20-50.
● Now they have added a new target market with their new children's collection.
● Its target markets are persons who are fashion conscious and appreciated the heritage of the
Burberry brand.
● Brand also caters to Women & Men in the age group of 20-55 years and children in the age of 0-36
months & 04-14 years.
●Chanel name has carried a special resonance for women 30 and older have high income become the
main target groups, who have made Chanel No. 5 the world's leading fragrance.
● But the younger market has proved elusive for Chanel, a state of affairs it intends to change with the
introduction of its latest fragrance

13. ●Men and women from the urban premium class
● The Ralph Lauren brand is created for a consumer that values quality, exclusivity, style, fine
living, and prestige.
● The market segments of Dior are tasteful people who are professional, manager or rich
people.
● It perfume are specially for people over age 25 and above.

14. PRICING
RALPH LAUREN
● It has adopted a premium
pricing policy for all its products
and it has helped in earning good
revenues because the profit margin
is comparatively greater.
DIOR
● Dior is all about exclusivity and its clients recognize
this fact and hence do not hesitate to purchase Dior
products at premium prices because at the end of a day
it is a status symbol to be seen with a Dior product.

15. POSITIONING
GUCCI –
BURBERRY-
● It has always positioned its products as a symbol of quality and pinnacle of Italian craftsmanship
with trendy fashionable apparel & accessories.
● It uses value-based positioning strategies to position itself as a luxurious brand.
●Burberry brand has positioned itself with its luxury and functionality.
● Burberry always displays their brand quality, elegance, heritage, and British sensibility with classic
craftsmanship as well as functions.
RALPH LAUREN - ● A combination of rich American heritage, exquisite craftsmanship across channels and
high levels of quality in crafting and executing a distinct brand universe has provided Ralph
Lauren with a unique identity in the very competitive and ever-changing world of fashion and
lifestyle.
CHANEL - ●Chanel has been successful in positioning itself on the emotional quotient like more of luxury product
companies do and it uses value-based positioning strategy
DIOR - ● It has been successful in positioning itself as a brand which carries rich heritage and at the same time
challenge the trends and status quo of the fashion industry and modern society.
● It uses value-based positioning strategy to position itself as a premium brand.

16. DISTRIBUTION
1. GUCCI
● It uses various channels to make the products available to the end customers.
● It distributes its products through company-owned stores, e-commerce sites, wholesalers, distributors, and retailers.
● As of December 2016, it has 520 company-owned stores globally which is helping the company in generating 34% revenue from Asia
Pacific and 21 % revenue from Western Europe.
2. BURBERRY
● Digital commerce medium is picking up and fastest growing channel in the distribution model of Burberry accounting 7% of the luxury
sales.
● To leverage this medium Burberry has been developing third-party relationships in recent years like those with Amazon, E-bay, Alibaba
etc.
3. RALPHH LAUREN
● Ralph Lauren has a strong distribution channel that included operations with help of licensing, wholesale business and retail outlets.
● Company marketing and distribution network included 144 personalized outlets of Ralph Lauren, 493 directly-operated outlets.

17. 4. CHANEL
● Chanel distributes its offerings through various channels such as exclusive stores, e-commerce sites, multi-
brand stores and high-end super markets so as to make the products available worldwide.
● Chanel exclusive showrooms are called Chanel Boutique and there are more than 300 Chanel boutiques
across the globe.
5. DIOR
Dior distributes its offerings through various channels such as exclusive stores, e-commerce sites, multi-brand
stores and high-end supermarkets so as to make the products available globally. Christian
Dior Couture group have more than 4000 stores globally with presence in 35 countries across the globe.

18. CONSUMER
ANALYSIS

29. Segmentation
Demographics- Middle aged college girls and
working women who belongs to middle class and
above income level.
Psychographics- who often reads to magazines
and news papers and keeps interest in fashion.
Geography- lives in semi-urban, urban &
metropolitan cities.

30. 
Product Strategy
L'Oréal has a wide portfolio of brands under
them. The marketing mix product strategy can
be understood by analysing their entire
portfolio. They produce products related to all
beauty.
Products are available in different sizes and
price ranges. L'Oréal products are properly
tested as per international testing standards
without harming any animals in the process.

31. DISTRIBUTION STRATEGY
It has been distributing its products through the traditional
medium like wholesalers, Retailers, Pops & Mom stores, and e-
commerce websites.
E-commerce websites have played a pivotal role in the
distribution as through this channel company has witnessed sales
growth of 34% in the year 2017 vis-a-vis 2016. Its online sales
accounted to $2.5 billion in the year 2017. Additionally, through
Travel Retail channel i.e. duty-free stores on Airports, it has
observed sales growth of 19% (In 2017).

32. Promotion Strategy
L'Oréal being an international brand has its promotions
done at various levels in different countries. They also
have a very strong ad slogan “Because we’re Worth It”
with a strong message to attract customers.
The brand has an aggressive marketing mix promotional
strategy. Attractive models are their brand ambassadors
like Jennifer, Naomi Watts, Cheryl etc for various
campaigns all over the world.
In India, Aishwarya Rai Bacchan, Sonam Kapoor and
Katrina Kaif are L'Oréal brand ambassadors and
international face for most of their TV, print and digital
advertisements.

33. Pricing Strategy
L'Oréal is one of the leading global cosmetic brands. The consumer products
division brands are distributed in retail channels making it available to the
mass market. As a result they earn huge profits from this division.
The professional products are available at salons worldwide so when a
customer visits these salons they are ready to pay for these products as they
are not priced very high.
However, these products have a premium price and customers are even ready
to pay a premium for these products owing to quality and reliability over
competitors.

34. Soliflore
MARKETING
STRATEGY

35. STRENGHTS-
• People nowadays are getting more conscious
about their scent.
• purchasing power of the consumers is
increasing thereby shaping the lifestyle of
consumers, who are upgrading to good value
products at affordable prices.
• High quality product with reasonable prices
• Uses more natural fragrances rather than
chemical one.
• Attract young as well as mid aged consumers
• Long lasting fragrance.
WEAKNESS-
• Low brand popularity.
• Difficult to obtain perfume natural material
in wholesale prices.
• Digital presence is limited in e-commerce.
• Small product variety.

36. OPPURTUNITIES-
• Emerging economies like India and China are
creating vast demand for perfumes and
fragrances with a large population having
disposable incomes.
• Expansion in emerging markets.
• Maintaining standards of quality.
• More diversified product line.
• Increasing target market.
THREATS-
• Consumers are becoming more aware and hence,
their preferences are changing constantly due to
which the company’s products are becoming a
passing fad.
• There have been several market followers who
have come up with counterfeits for the
company’s products
• Competition from other major players like Dior,
Gucci, Fogg, Ralph Lauren etc.

37. Segmentation:
 Demographic Segmentation
 Age and life-cycle-16-30 years old, working singles or working married women & men.
 Gender –man &woman
 Income- low to high disposable income to buy our product (Rs. 1000-10,000 and above)
 Psychographic Segmentation
 Lifestyle-classic but yet adventurous.
 Personality-charming &elegant as well as bold & mature.
 Behavioral Segmentation:
 Occasional -More promotion in summer and rainy season
 User status-ex-users ,potential users, and regular users.
 Loyalty status-highly and potentially loyal customers.

38. TARGETING
Primary target-16-30 years old , single and married
working women & men.
As 18 and above Men & Women who work full time are far
the heaviest users of fragrance and are most valuable groups
for the fragrance industry.
Secondary target- young men buying perfume as a gift on
occasion for their girlfriends or wives.

39. POSITIONING
Positioning will be done by consumers on the basis of
positioning maps.

40. There are various categories of perfume for men as well as women-
FOR MEN-
• Soliflore Black Collection Fresh
• Soliflore Majestic Deodorant Spray
• Soliflore Black Collection Aqua
• Soliflore Rush Deodorant Spray
• Soliflore Punch Deodorant Spray
• Soliflore Wild lemongrass
• Soliflore Woody Spray
• Soliflore Royal Imperial
FOR WOMEN-
• Soliflore Black Collection Blossom
• Soliflore Black Collection Lavender
• Soliflore Black Collection Sage
• Soliflore Essence Paradise Pack
• Soliflore Premiere for Women
• Soliflore Flora
• Soliflore Pearl & Beauty
• Soliflore SECRET

41. As we are covering wide range of target
audience i.e. 16-30 years old , single and
married working women & men.
We offer wide range of products starting
from Rs.1000-10000 and above so that
every section of society can be covered.
We provide a high quality product at
affordable prices.

42. Distribution of our perfumes takes places through an indirect
channel of distribution.

43. Consumers are increasingly expressing an interest in other added
value fragrance benefits as well.
 60% of consumers would like to try a scent that could help
relieve colds and headaches.
 52% of men aged 18-34 are interested in choosing a
fragrance which suits their personality.
 consumer interest in fragrances that offer a cooling or
heating sensation.
 Helps in getting rid of bad body odor.
 A person may feel confident.
 Long lasting performance
 As by the use natural and organic ingredients a person may
be willing to use perfume on regular basis.

44. ADVERTISING AND
PROMOTION
METHODS

45. LIMITING THE PERFUME RELEASES
 It gives customers time to
smell the fragrance several
times before making a
purchase.
 Limited perfume releases also
make your product appear
refined and sophisticated.
 It gives the impression that
you've created a classic scent
that will stand the test of time.

46. DISTRIBUTING SAMPLES
• Distributing actual
samplers of the scent.
• Samplers come in
various forms, including
tiny capsules, "scratch
and sniff" papers and
snap leaflets.

47. DIGITAL AND INFLUENCER MARKETING
• Providing a promotional
bottle to online influencers on
YouTube, Instagram and
Facebook so that they can
review or feature it in an
image or video.
• Creating our own videos and
ready-to-share images for
people and early buyers to use
to share their experience with
your new scent.

48. PROVIDING LOYALTY CARD
• Customer Retention
• Increase frequent sales
• Increase product awareness
• Knowing our customer
• Keeping customer happy

49. ADVERTISEMENT THROUGH MAGAZINE
• Getting featured in famous
beauty magazines such as
Vogue, Femina.

50. THANK YOU!