Professional Marketing Report on Armani
Giorgio Armani introduces: Acqua del’amoré
BM1207
Executive Summary
Acqua Del’amoré, the new fragrance by Giorgio Armani, is planned for release in February 2011. The company has developed a comprehensive strategy to ensure a successful launch and introduction to the market.
The first part of the report focuses on the marketing objectives for Giorgio Armani’s new fragrance, which includes the introductory period as well as the medium and long term objectives. A target market has also been chosen and studied and has appealed to the female market.
Market segmentation is also taken into consideration with the introduction of a new product as it identifies target markets by groups, which are identified by similar and distinguishable aspects while using the different segmentation groups. The report focuses on a ‘personal’ profile of an individual from the target audience as well as using a score card approach along with perceptual mapping, which indicates what the strengths and weaknesses of the fragrance may be.
The fourth section of the report focuses on the product itself as well as the different levels that are involved in guaranteeing that the product includes all complexities that encourage consumers to purchase the fragrance. The core, embodied and augmented levels of a product all have their own significant roles in the creation of a well-known brand. Giorgio Armani have considered whether keeping their obvious attributes or not for the packaging and the branding of their new fragrance would confuse consumers of this well-known brand. However the new fragrance may have a different look to it, but still has the Giorgio Armani logo to reassure loyal customers of the brand’s integrity.
The fragrance will be classified as a premium fragrance, however Giorgio Armani have set their prices so that consumers that earn a medium income can also afford to purchase the new fragrance. This allows consumers with a medium to high income to afford the
BM1207
Executive Summary
Acqua Del’amoré, the new fragrance by Giorgio Armani, is planned for release in February 2011. The company has developed a comprehensive strategy to ensure a successful launch and introduction to the market.
The first part of the report focuses on the marketing objectives for Giorgio Armani’s new fragrance, which includes the introductory period as well as the medium and long term objectives. A target market has also been chosen and studied and has appealed to the female market.
Market segmentation is also taken into consideration with the introduction of a new product as it identifies target markets by groups, which are identified by similar and distinguishable aspects while using the different segmentation groups. The report focuses on a ‘personal’ profile of an individual from the target audience as well as using a score card approach along with perceptual mapping, which indicates what the strengths and weaknesses of the fragrance may be.
The fourth section of the report focuses on the product itself as well as the different levels that are involved in guaranteeing that the product includes all complexities that encourage consumers to purchase the fragrance. The core, embodied and augmented levels of a product all have their own significant roles in the creation of a well-known brand. Giorgio Armani have considered whether keeping their obvious attributes or not for the packaging and the branding of their new fragrance would confuse consumers of this well-known brand. However the new fragrance may have a different look to it, but still has the Giorgio Armani logo to reassure loyal customers of the brand’s integrity.
The fragrance will be classified as a premium fragrance, however Giorgio Armani have set their prices so that consumers that earn a medium income can also afford to purchase the new fragrance. This allows consumers with a medium to high income to afford the
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