MARKETING PLAN “INIMITABLE”

Topics: Perfume, Marketing mix, Aroma compound Pages: 23 (7379 words) Published: April 17, 2014

MARKETING PLAN “iNIMITABLE”
CONTEMPORARY MARKETING

BUSE: 603
Section: JA

Turquoise group

Ghadah Sabiq ID# 1402784
Suha Assas ID# 1460530
Walla Almaslama ID# 1400105
Reem Sakkat ID# 1402766
Serene Jouhargy ID# 1400118

Faculty Member : Dr. shatha Ezzi

December 26, 2013
King Abdulaziz University Jeddah
EMBA

TABLE OF CONTENTS
INTRODUCTION...............................................................................................................3 EXECUTIVE SUMMERY..................................................................................................3 STRATIGIC PLANNING………………………...……………...……...………………..4 MISSION, GOALS AND OBJECTIVES……….…………………….……….…………4 BUSINESSPORTFOLIO……………………....…………………….….………………..5 SWOTANALYSIS…………………..……………………………………………….…...5 MICROENVIRONMENT..................................................................................................6 MACROENVIRONMENT………………….....................................................................8 PRODUCTDESCREPTION………………………..………..……….….………...….….8 SEGMENTATION…………………………......................................................................9 TARGETING…………………………………………………..........................................11 POSITINING……………………......................................................................................11 MARKETING MIX STRATEGIES………………….......................................................13 PRODUCT………...…........................................................................................................14 PRICE……………...….......................................................................................................16 PLACE…………...…..........................................................................................................19 PROMOTION…………...…...............................................................................................20 CONCLUSION………...….................................................................................................24 REFERENCES....................................................................................................................25

INTRODUCTION
THE HOUSE OF STAR COMPANY OVERVIEW: The House of Star Company is a company that was founded by Gérard Mulliez, a wealthy French businessman decedent of one of the richest families in Europe. He fell in love with Marilyn Monroe after his trip to United States and just before proposing to her, death reached her first. Her departure filled his heart with pain and sorrow that was his motive to eternalize her memory through a perfume that carries her name. The first perfume launched in 1963 “Marilyn” was an extraordinary success. Not only the association of the perfume to Marilyn characteristic femininity, it was the loyalty and fidelity that made the brand Star experiences a tremendous increase in prestige as a representation of unconditional love, faithfulness, exquisiteness, and fame. The Headquarter is in Paris, France. Star has diversified beyond celebrity perfumes and expanded to include women’s fashions, jewelry, accessories, handbags, leather goods, and other products. The logo designed as an S (the first letter) featuring two arms on each side as a representation of embracing the star and the lower arm that complete the star represent and inverted heart as a symbol of subconscious love and passion. EXECUTIVE SUMMERY

The estimated growth of 6% in 2012 in fragrance market, lead to the conclusion that the industry is expected to reach more than $3.5 billion in sales by the end of the year. The cause of growth is due to improved consumer confidence, increased product launches, and strong performance in retail channels. In the women’s segment, celebrity and fashion house fragrances maintain their popularity, yet more...


References: 1. Browse Thousands of Company Profiles. Retrieved on Oct.14. 2013, from
http://www.fundinguniverse.com/company-histories/
2. Chanel. Retrieved on Oct.12. 2013, from
http://www.chanel.com/en_US/fragrance-beauty/Fragrance-88106
3. Click Through Marketing. Retrieved on Oct.13. 2013, from
http://www.clickthroughmarketing.com/mobile-internet-marketing-services-set-to-boom-19677185/
4. Clothing & Fashion Design Objectives. Retrieved on Oct.17. 2013, from
http://www.ehow.com/info_8241275_clothing-fashion-design-objectives.html
5. Consumer Behaviour. Retrieved on Nov.12. 2013, from
https://www.academia.edu/1430234/CONSUMER_BEHAVIOUR
11. International Monetary Fund World Economic Outlook Database, April 2013. Retrieved on Dec.22, 2013, from
http://www.gfmag.com/component/content/article/119-economic-data/12529-the-worlds-richest-and-poorest-countries.html#axzz2oD0C0IuK
15. Kotler, P., Armstrong, G., (2013). Marketing; An introduction. 11th ed. England: Pearson
Education Limited.
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