Project Work

Business
Studies
Class12
Submitted by:
Name:…………………………..
Roll No………..…………………
School Name:………..………………
 PROJECT
ON
MARKETING
MANAGEMENT

PRODUCT SELECTED:

PERFUME
 ACKNOWLEDGEMENT
I am very thankful to everyone who all supported me to

complete my project work on time.

I am equally grateful to my teacher Ms…………... She gave me

moral support and guidance to me in different matters regarding

the topic. She has been very kind and patient, while suggesting

to me the outlines of this project. I thank for her overall support.

Last but not the least, I would like to thank my parents who

helped me a lot in gathering different information , collecting

data and guiding me from time to time in completing this

project.

Thanking You
……………….(Name)
……………….(Class & Section)
 CERTIFICATE

This is to certify that …………….. of class XII- …(Section) of

………………….(School Name) has completed her project file

under my guidance. She has taken proper care and

shown utmost sincerity in completing this project.

I certify that this project is upto my expectations as per

CBSE guidelines.

Ms. …………

(Signature)
 INDEX

S.No. Contents
1. Introduction
2. Why have I selected this product
3. Competitive Brands
4. Permission and Licensing
5. Range of Product
6. Our Product features
7. Product Label [Front and Back]
8. Tagline of Product
9. Logo
10. Competitors USP
11. Packaging of our Product
12. Pricing of Product
13. Distribution of Product
14. Strategy
15. Bibliography
 INTRODUCTION
Marketing is a social process where in people interacts

with others, in order to persuade them to act in a

particular way, say to purchase a product or a service.

Marketing helps the consumers to obtain what they

want according to their needs. On the part of the

marketers, the effort involves creation of a market

offering. Marketing facilities exchange of products and

services for money or something considered valuable

by the people. Marketing focuses on the satisfaction of

customers need.
 Why I have Selected This
Product

Perfume is for everyone, young and old because

perfume is one of the important products used in our
daily life. From younger to older and men to women
everyone likes to use the perfume of their choice.
Perfume reflects the nature and personality of the
person, therefore, it must be chosen wisely. Perfumes
of different types and fragrance are available for
different occasions and events. It is one of the most
loving gift items among the masses and therefore the
gift packaging of perfume is of utter importance. The
human remember 35% of what smells and 5% of what
you see. If you want to be always perfect, from
head to toe, it is preferable to choose a fragrance for
the day and another for the night, or you can even
choose one for every occasion, but recalls that the
perfume is part of your personality and so always uses
that make you feel fantastic!
The production and manufacturing of perfume is also
not easy but it can make more profit. It requires
particular license or permission for producing the
perfume.
It is mandatory to get license in all the sectors.
Obviously at the end there is a quality check which is
again mandatory in all goods often their production.
Thus manufacturing of perfume is preferred as many
legal restrictions are imposed and has mass and
growing demand for them.
 Competitive Brands

1. Armani
Giorgio's first foray into perfumes was in 1981 with the release of
Giorgio by Giorgio Beverly Hills, the first Armani branded perfume
was released in 1982. Simply called Armani, this chypre perfume for
women (now discontinued) was to be the first of many successful
perfumes to be released under the signature Giorgio Armani label.
This was followed in 1984 by the release of the first Armani fragrance
for men called Armani Eau Pour Homme.
Over the years the following designers have worked at the
company:
• Alberto Morillas
• Olivier Cresp
• Loc Dong
• Antoine Lie
• Anne Flipo
• Antoine Maisondieu
• Dominique Ropion
• Clement Gavarry
• Annick Menardo
• Carlos Benaim
 2. Burberry

Burberry is a luxury British design house founded by Thomas

Burberry in 1856. This house distinguished itself with fashion and
accessories, including a now-iconic trench coat and the brand's
unique and recognizable tartan pattern which has become one of the
most-copied motifs in fashion. Burberry was granted a Royal Warrant
for Clothing from the British Royal Family.
Designer Burberry has 78 perfumes in their fragrance base. The
earliest edition was created in 1981 and the newest is from 2017.
Burberry fragrances were made in collaboration with perfumers
Creations Aromatiques, Michel Almairac, Philippe Roques, Mark
Buxton, Emilie (Bevierre) Coppermann, Francis Kurkdjian, Dominique
Ropion, Nathalie Gracia-Cetto, Antoine Maisondieu, Antoine Lie,
Anne Flipo, Olivier Polge, Sonia Constant, Jean-Marc Chaillan,
Beatrice Piquet, Domitille Bertier, Michel Girard, Jean-Pierre
Bethouart and Nathalie Lorson.
 3. Chanel
At present the production of Chanel’s fragrances is overseen by
Jacques Polge who has been in the helm from 1978. The
company focuses a lot on innovation in products.
Chanel has sourced its flowers from grasse for close to a
century, and since 1987, it has been actively contributing to
the sustainable farming of jasmine and rose. Today, the
crops have expanded to include other flowers for
fragrances, namely iris, geranium and tuberose: all
exceptional crops, exclusively reserved for chanel scents.
Just as haute couture protects the unique skills of the
artistic professions it encompasses, chanel fragrances
contribute to safeguarding a legendary heritage.

Following are its newest offerings:

• N’5 Eau De Parfum Spray
• Coco Mademoiselle Parfum
• N’5 Eau De Parfum Refillable Spray
• N’19 Poudre Eau De Parfum Spray
• Coco Noir Eau De Parfum Spray
 4. Calvin Klein
Calvin Klein Inc. is an American fashion house founded by the
fashion designer Calvin Klein and childhood friend Barry K.
Schwartz. The company is headquartered in Midtown
Manhattan, New York City and is currently owned by PVH.
Calvin Klein is one of the top global brands when it comes to
perfumes. It offers separate products for Europe, the Americas,
and the rest of the world. In the international arena its products
can be classified into 3 major groups – women, summer scents,
and men. Some of its leading products are:
• Calvin Klein SHEER BEAUTY
• Euphoria Men
• Calvin Klein BEAUTY
• CK One Summer
• Encounter

Calvin Klein has various lines of perfumes and colognes, including

Obsession and Eternity. Until May 2005, their perfumes and the
corresponding fragrance lines were maintained by Calvin Klein
Cosmetics Company (CKCC), a Unilever company. Cosmetics
giant Coty, Inc. of New York bought the fragrance licensing
agreements from Unilever.
 5. Christian Dior
Christian Dior is the perfumery and cosmetics (makeup and
skincare) line of the French fashion house, Christian Dior S.A..
However, the line belongs to the perfumes and cosmetics
portfolio of the world's largest luxury group, the LVMH Group.
Nevertheless, both Christian Dior S.A. and LVMH are headed by
chairman Bernard Arnault, and Christian Dior S.A. is the major
shareholder of LVMH.
Begun in 1947 with the introduction of the women's Miss
Dior perfume, Parfums Christian Dior has since come to include
men's fragrances and a variety of cosmetics sold at Dior retail
stores and fine cosmetics counters worldwide. It is
headquartered at 33 Avenue Hoche in the 8th
arrondissement of Paris, France.

Dior is one of the leading fashion brands of the world that also
specializes in fashion and accessories, and jewelry and timepieces
in addition to fragrance and beauty products. Following are the
leading fragrances on offer from Dior:
• J’Adore
• Eau Sauvage
• Les Escales De Dior
• La Collection Privee Christian Dior
•Dio Homme
 Permission & Licensing

Manufacturing, distribution and sale of cosmetic products in

India are regulated by provision under drug and cosmetics

Act, 1940. The permissions and licenses are required for

manufacturing in India. We need permission from the Drug

Control Authority of that particular area for manufacturing of

cosmetics. If there are going to be any pollution

discharge/emission during the course of manufacture, there

we need approval from the PCB (Pollution Control Board) of

our area. Apart from generis permissions/license for our let-

up, S&E, labour , power, SSI, commercial Tax, Central Excise,

etc., would be needed.

 Range of Perfumes
1. Floral Floral fragrances are said to cover the largest
category of the different types of perfumes
which draw inspiration from different sweet
smelling flowers like roses, jasmine, orange
blossoms, gardenias and carnations amongst
others.

Citrus-based perfumes have the essence of citrus

2. Citrus
to offer a tangy feel. These perfumes are said to be
lively and are perfect for person with a bubbly
nature. Citrus fragrances are derived from lime,
lemon, tangerine and mandarin; and some can
feature real sharp tangy notes.

3. Woody A combination of wood and moss is the main theme

of these Woody fragrances, and are most commonly
referred as chypre fragrances. The predominant use
of oak moss, citrus, patchouli, bergamont as well as
sweet earthy aromas help in creating a very
soothing perfume. Chypre fragrances usually refer
to fragrances for female category and sometimes
the unisex, but are not for the male category.

4. Oriental Oriental perfumes are a mix of earthy and musky

fragrances. Ingredients like amber, musk, and
animalistic base scents are often seen in Oriental
perfumes. These are claimed to be ideal when one
wants to attract attention or seduce that very
special person. It is ideal for wearing on a special
date or a romantic night out.
5. Fruity Fruity smells are also very pleasant and largely
popular due to their sweetness. They have a blend
of spicy and fruity notes which help make these
ideal for usual dates and romantic outings. These
include smells like apple, berry, mango, peach and
other juicy fruits or possibly the essence of these
fruits.

6. Green Green fragrances are known to be very good

choices for daytime casual events, as they offer
scents of fresh leaves and newly mown grass. Green
fragrances are known to be sporty and in most
cases tend to be unisex perfumes. These perfumes
are considerately mild and should be worn on
casual events or occasions.

7. Oceanic Oceanic fragrances are claimed to be a relatively

newer type of perfumes containing synthetic
aromas to resemble smells of mountain air, clean
linen etc. These fragrances are claimed to be very
good choices for job interviews and official events
.
8. Spicy These fragrances pack in those kitchen smells like
cinnamon, ginger, cardamom, cloves, pepper and
more. Spicy fragrances claim to have their own
alluring scents and are very luxurious in an old
fashioned sense. These fragrances are a huge hit
for casual occasions and brunches.
 Our Product Features

Effacer is a Personal Care brand used by customers all around

the world. It’s Perfumes are known for its best quality and
affordable prices, with the intention of persuading the
consumers. The marketing strategy will touch one’s more
interactive methods to involve customers to increase mass
awareness. The Brand provides various range of Perfume
which comes in various variants suited for individual needs-
luscious like: floral, citrus, woody, oriental, fruity, green,
oceanic and spicy.
Floral fragrances cover the largest category of the different
types of perfumes from different sweet smelling flowers like
roses, jasmine, orange blossoms, gardenias and carnations
amongst others. Citrus-based perfumes have the essence of
citrus to offer a tangy feel. Woody fragrances are a
combination of wood and moss are most commonly referred
as chypre fragrances. The predominant use of oak moss,
citrus, patchouli, bergamont as well as sweet earthy aromas
help in creating a very soothing perfume. Oriental perfumes
are a mix of earthy and musky fragrances. Fruity smells are
also very pleasant and largely popular due to their sweetness.
Green fragrances are known to be very good choices for
daytime casual events, as they offer scents of fresh leaves and
newly mown grass. Oceanic fragrances are claimed to be a
relatively newer type of perfumes containing synthetic aromas
to resemble smells of mountain air, clean linen etc. Spicy
fragrances pack in those kitchen smells like cinnamon, ginger,
cardamom, cloves, pepper and more.
Key features-
The Design Elegance
Unique Aroma Distinctiveness
USP of this product is that it has unique range of product.

The
Design

Unique Key Elegance

Aroma Features

Distinctive
-ness
Product Front Label

Jasmine
Product Back Label
 TAGLINE

Nothing
Is More
Memorable
Than a smell
 Logo of A Product

• Logo of Effacer is a perfect representation of freshness,

joyness of a person.
• The logo symbolizes that everyone are smart.
 Competitor USP

Armani

Parental
Company Giorgio Armani

Providing quality, sophistication &

style-timeless values with global
USP
appeal
Fashion meant for affluent & elite
Segment
males and females in the premium
segment

Target Group Man and women with high spending

power from urban areas.
 Burberry

Parental Company Burberry

Burberry is a brand with a distinctive

British sensibility, strong international
USP recognition and differentiating brand
values that resonate across a multi-
generational and dual- gender
audience
Elite fashion for males and females
in the premium segment who
Target Group
appreciate the smart and timeless
classic style.
Segment Middle aged men and women from
upper class
 Chanel

Parental Chanel.S.A
Company
Chanel is a leaders in haute
USP couture and ready to wear
clothes

Men and women who practice an

Segment
active lifestyle and are interested
in high fashion

Urban men and women from

Target Group
higher affluent class
 Calvin Klein

Parental Phillips-Van Heusen

Company

USP Comfort that wearer gets

Segment Customers looking for high end

best products, fashion conscious

Target Group Urban upper class youth and

business executives
 Christian Dior

Parental Christian Dior S.A

Company
USP Christian Dior is the complete
lifestyle designer luxury brand

Segment
Urban upper class men and
women.

Target Group Fashion conscious men and

women from the premium class
 Packaging of a Product
Effacer bottle colors are according to their fragrances & heart
shape is a signature pack. Like light purple colour chosen for
Effacer jasmine fragrance. Effacer diverse range requires a
diverse packaging portfolio.

There are certain necessities undertaken for perfume

packaging before shipping or transferring:

Delicate and sensitive:

The perfumes is in glass bottles, therefore the packaging

material is made up of soft sponges and of shock absorbing
fluffed plastic so that they are easily handle with care and
there will be limited chances of glass break.

Design:

The Effacer with jasmine fragrance perfume has purple glossy

heart shaped bottle.

Effacer’s care packaging is a key to success. Effacer employs

mix of standard and custom packaging of its products. Tailored
sizing strategy in perfume meets varying consumer needs.
Developing regions exert different pack requirement of Effacer
bottles.

IDO brand design and Innovative was considered to design

packaging for the range of products.
The secondary packages of the perfumes are made up of
simple cardboard. The color & designs use on the packet is as
same as the fragrances of the perfume. The Effacer‘s
transportation packets comes in a spongy cardboard packaging.
These boxes are made of recycled material as we believe to tick
every box and promote recycling.
 PRIMARY PACKAGING

Jasmine

SECONDARY PACKAGING

Jasmine
TRANSPORTATION
PACKAGING
 PRICING OF PRODUCT
When a product is bought, some money is paid for it. This
money represents the sum of values that consumers exchange
for the benefit of having or using the product & is referred to
as the price of the product.

Factors affecting the price:-

1. PRODUCT COST:- This includes cost of producing,

distributing & selling of the product. It should also cover
profit margin.
2. UTILITY & DEMAND:- The price of the product is affected
by the elasticity of demand of the product. In elastic
demand, the total revenue increases due to increase in
price & goes down when the price reduced.
3. GOVT & LEGAL REGULATIONS:- Protect the interest of
public against unfair practices in price fixing.
 4. PRICING OBJECTIVES:- Obtaining market share
leadership, surviving in competitive market & attaining
product quality leadership. The price of the items is
different for the wholesalers and customers.
Customers commonly buy the product in number of
units but wholesalers buys in bulk.

RANGES WHOLSALER RETAILER CONSUMER

FLORAL 120 150 160
WOODY 150 165 170
CITRUS 170 182 190
FRUITY 200 210 220
SPICY 230 250 275
OCEANIC 250 272 290
GREEN 270 282 295
ORIENTAL 300 325 340
 STRATEGY

PRODUCT STRATEGY
We have the competitive advantage that is our quality. It
is recognized throughout the world and our product is a
convenient product which provides various ranges
according to the need of the customers.
PROMOTION STRATEGY
We can distinguish ourselves from the competitors
on the following criteria.
Effacer advertises its perfumes through wide range
of media like TV Ads, social networking sites,
hoardings, magazines etc. Promotional strategy is
the direct way to connect and attract the
customers to buy the product.
Promotional strategy requires a lot of creativity &
innovation.
 Effacer

POSITIONING STRATEGY
More for different: As we are offering the high quality with
different range of perfumes according to different needs
of people.
BRAND STRATEGY
We will position our brand at its attributes that is its
innovative ingredients and good quality with touch of
nature and strong beliefs and values as Armani perfumes,
we also have many loyal customers. The brand is licensed
and is an irrational brand.
MAIN OBJECTIVE
Objective is to achieve revenue growth of 20% per year.
Increase earnings by 15% annually.
Increase dividends per share by 7% per year.
 PROMOTION OF A
PRODUCT
Promotion is the process of communication with the
potential buyers involving information, persuasion &
influence. It includes all types of personal & impersonal
communication with customers.

RADIO ADVERTISING
A catchy jingle & quick tagline can enhance radio ad’s
effectiveness. Matching a station you choose with your
target demographic is key to success. If you want to reach
adults aged 35 to 64, an adult contemporary station is a
good bet. An alternative or urban station is good to reach
youth aged 18 to 24.
 DOOR HANGERS &
FLYERS
Canvassing the neighborhood, placing the flyers in mail boxes
or hanging ads on door knobs, is a good way to target a
specific area and to make sure your potential customers have
seen your information. Even if most home owners will descant
the information, gaining a hand full of clients may be enough
for a positive return on the marketing campaign investment.
 HOARDINGS
Posters of the product can be placed on the hoardings which
can be seen by the people passing through the roads.
 ADVERTISEMENT
The promotion strategy also involves heavy TV & magazine
advertising. Their advertisement shows how perfumes can
change the personality of a person. Models and popular
slogans are used as well as to promote their products better.

WEBSITE
The customers can visit the website of the product or brand.
There are lots of facilities available, for example customers can
check the product’s contents & feedback of other users. Also
customers get to know any discount scheme on products.

Effacer
 DISTRIBUTION OF THE
PRODUCT

Place element of marketing mix refers to distribution of

products make them available to customers for purchase and
consumption. Distribution is very important as if the products
are not distributed and are not made available to the
customers at the right place, time & quantity they would not
buy the product.
 WAREHOUSING
Goods are produced in the factories on a continuous basis
and they are not sold immediately after production.

Location of warehousing for storage of the goods depends on

the nature of the product.

Since perfumes are necessity goods, widest possible

distribution is desirable.
 CHANNELS OF
DISTRIBUTION
A channel of distribution is the route or path along which
products flow from one point of production to the point of
ultimate consumption or use. It starts from producers & ends
with the consumers.
There are different channels of distribution for different
products.

MANUFACTURER CONSUMER

MANUFACTURER RETAILER CONSUMER

RODUCER WHOLESALER RETAILER CONSUMER

 PRODUCER DEALER WHOLESALER RETAILER CONSUMER

Our Company has chosen the two level channel where the
producer sells the products to dealer, dealer sells the product to
wholesaler, wholesaler sells the product to the ultimate
consumer.
Using the two levels or three levels would be the price of
the product to the customers.
 BIBLIOGRAPHY
http://Wikipedia.com
Magazine
http://slideshare.com