Riche

Perfume
BY: DMTCOS CO.
I. TABLE OF CONTENTS

I. TABLE OF CONTENTS

1
 II. EXECUTIVE SUMMARY 2

III. COMPANY BACKGROUND 4

IV. SITUATIONAL ANALYSIS 5-8

A. MARKET ANALYSIS 5
B. CUSTOMER ANALYSIS 6
C. COMPETETIVEANALYSIS 7
D. SWOT ANALYSIS 8

V. MARKETING OBJECTIVES 9

VI. MARKETING STRATEGIES 10-13

A. PRODUCT/SERVICE STRATEGIES 10
B. PRICING STRATEGIES 11
C. DISTRIBUTION STRATEGY 12
D. ADVERTISING AND PROMOTION STRATEGY 13

II. EXECUTIVE SUMMARY

Nowadays, perfume is one of the important things a person should have. Both men and
women use perfume to have a better self-esteem, confidence, and it helps to express their style,
power and unique character. Perfumes help to show a person’s unique individuality and it helps
to see who you truly are. These are used as a symbol of evolved and refined society. It can help
trigger the sexual appetite and desire of a person. Fragrances also help to evoke memories and
relive stress because it has the power to take you in places of serenity and calm. It makes people
to feel relax and peaceful.
DMTCOS Company chose perfume as a product to help every people to experience being
nice, happy, elegant, and luxurious. With a high demand in the market, perfume products can
help the company to grow with a high profit and high market share. The target market is broad. It
is available to everyone, male and female, young and old, employed and unemployed, and rich
and poor. The ingredients used in the perfume are of high quality, making it the number one
perfume that gives the best fragrance.
The product’s name is Riche Perfume. “Riche” is a French word which means luxurious.
Riche Perfume can make the customers look and feel rich from the confidence in using the
product. At a low price, people can experience a delightful feeling that they never felt before.
The sense of smell of the owners are closely relate to memory that the slightest hint can
arouse powerful emotions instantly. Fragrances convey feelings of power, beauty and
irresistibility. Unlike synthetic perfumes which contain toxic petroleum- and coal- derived
synthetic chemicals and other carcinogenic ingredients that have been linked to hormone,
endocrine, and reproductive system disruptions, our product is safe to use for people’s health.
The ingredients used are natural and organic. These are free from petrochemicals, solvents, dyes,
alcohol and pesticides.
Riche Perfume is a responsible organic perfume that does not use unethical practices
creating fragrances. Natural perfumes provide yet subtle scent that those around you will notice
but will not be put off by. This product does not generally follow the same strict scent replication
standards as many other perfumes do. You will be purchasing a unique scent. Natural ingredients
used in perfume are more agreeable the human body providing stronger and safer results.
Riche Perfume will be found at NCCC, ROBINSONS, SM, UNITOP, and
CHINATOWN malls nationwide. It is available for any type of customers that loves perfumes.
The goal of Riche Perfume is to have a high profit, to be well-known, and to help the
foundations chose by the company.
In making the product, DMTCOS developed some strategies to accomplish the
company’s mission and vision. Consideration of the different plans became essential for the
achievement of the goals and the improvement of the company.
Riche Perfume offers a great advantage because of its affordability to the customers and
the benefits to the foundation that company is helping. This product assures that it is not
detrimental to the environment.
Advertisements and promotions will be used by the company to promote the product
which can make it prominent. By using this can help the product to well-known and there is a
high possibility that there will be more customers that will buy the product. In order to provide
good services to the customers, DMTCOS hires well-trained employees which can be an
advantage in selling the product.
 DMTCOS decided that Riche Perfume should be sold wherein there many people can see
the product. Department stores are one of the distribution channels chosen by DMTCOS. It is
chosen because there are many people that go in malls, particularly in department stores. If Riche
Perfume is displayed in the department stores, there is a high chance that the customers can see it
and they will buy it. Second distribution channel that DMTCOS chose is franchising. Through
franchising, Riche Perfume can be distributed all over the market. It can make the product to be
well-known and it may help to have a high profit. Franchising not just only help the company,
but also, it can help other people who wants to have a business that can give a high profit.
The suppliers given in this plan will give the company a supply of core ingredients
needed for the product. They are industry leaders in their field and the company give their full
trust that working with will be painless and worth it.
Riche Perfume has its strengths that can captivate the customers, weaknesses that can be
the cause of the low profit, opportunities that serve as an advantage and threats that are hard to
deal with. Knowing these factors may help the company to be prepared on what will be coming.
DMTCOS assures that in creating this product, consumers will be at ease in buying it
because it is legal with the permission of the government and they have nothing to worry about
but not buying Riche Perfume.

III. COMPANY BACKGROUND

Riche Perfume is a product that aims to spread fragrances all over the world. It was made
by the DMTCOS Company founded in 2017 by Kristine D. De Pedro, Cherie Ann Manlavi,
Airah M. Torres, Althea Abegail Cabiguen, Isabel Ocenar and Jemwel Serrano. The owners
decided to make this product in an objective of satisfying the needs of the people. Their aim is to
help people to be more confident with themselves wherever they go. Riche Perfume was planned
to be made because of the high demands of perfumes in the market.
Riche comes from the French word which means “luxurious, or rich”. The name is used
to make people who will use the product feel luxurious and rich in everywhere they go. Riche
Perfume offers perfumes for men and women, young and old. It is renowned globally for
producing perfumery products of outstanding quality, longevity and which are beautifully
presented. It offers perfumes to inspire delight and beautify your world within.

RICHE PERFUME’S MISSION:

Riche Perfume will be company that best understands, prioritize, and satisfies the product
service and self-fulfillment needs of an individual around the world. To be the company that
develops high quality products for global distribution of perfumes at the right cost and at the
right time. Satisfying the stakeholders with good profit and providing the employees with
humane working conditions and security for their personal and professional growth.

RICHE PERFUME’S VISION:

Riche Perfume aims to be the most successful and respected industrial perfume company
in the world. To became the perfume company of choice that offers the best marketing plan or
earning opportunities and to become a world leader in the production and distribution of
perfumes by continuously producing top quality products in just one brand at affordable price.
 IV. SITUATIONAL ANALYSIS

A. MARKET ANALYSIS
Riche Perfume lists all the factors that can affect the company and the product inside and
outside of the company. The microenvironment and macroenvironment helps the company to be
more aware of the business industry. Understanding these factors that may affect the business
can help in planning and preparation of the product.
MICROENVIRONMENT
In the production of Riche Perfume, the supplies are the most important.
RAW MATERIALS:
 Glass Bottles
 Plastic Bottles
 Sprayer
 Package
 Ingredients for the Perfume
The suppliers hired by the company are reliable, friendly and trustworthy to be able to
have a good communication add relationship. The company will give their full trust to have a
continuous negotiation with each other.
The target customers of the company are the entire market. Advertisements can help to
attract many customers. Anyone can buy the Riche Perfume at affordable price and there are
discounts on the other selected products of Riche Perfume.
Other companies selling perfumes inside the mall may be the closest competitors of Riche
Perfume. Some of them are popular that can be threat to the company. Advertisements from the
other perfume companies can threaten the Riche Perfume because customers might try what
products they have.

MACROENVIRONMENT
Riche Perfume does not choose specific age range, gender, and occupation. It is available to
everyone, male or female, young or old, and employed or unemployed. This product will appeal
to any type of customers. If the consumer’s spending increases or decreases, the sales will also
become high or low, respectively. Inflation can affect the poverty rate because if the price of the
product is higher than the usual, poverty can happen or customers will buy other cheaper
products.
Riche Perfume is a legal business. Legal requirements such as business and mayor’s permits,
barangay clearance, and BIR permits are proofs that the government gave their permission to
build the business. It is approved by the FDA (Food and Drug Administration).
 B. CUSTOMER ANALYSIS
The Riche Perfume’s objective is to have a high profit, to be marketable for customers, and
to be known around the world. To be able to fulfill these objectives, different strategies are used
to make the customers to buy the product introduced.
The product can be found in any NCCC, Robinsons, SM, UniTop, and ChinaTown malls
nationwide. Malls have many populations of people. People can easily see the Riche Perfume.
Riche Perfume does not choose customers according to their characteristics. It can be bought by
any type of customers who wants to try the Riche Perfume.
Riche Perfume is made because of the high demand in the market. It is heterogeneous to
other products. The company does not focus on one (1) segment only. It targets all kinds of
customers in the market.
 C. COMPETETIVE ANALYSIS
The company’s concern in making a product and selling in the market is not only to make the
business grow and well-known, but to fulfill the needs of the customers.
This perceptual mapping help the marketers to know where the consumers rank the company
in terms of the characteristics of the product compare to the other companies with same product
made. It is a technique used to show the perceptions of the customers and potential customers. In
this map, the same products sold in the market are compared in terms of price and quality. This
can help customers and potential customers in decision making in terms of buying a perfume.

HIGH PRICE

LOW HIGH
QUALITY QUALITY

Riche
Perfume

LOW PRICE

Riche Perfume is characterized as a high quality but low price product by the marketers.
It is made to be able for the customers to buy the product at a low price to experience a feeling of
being luxurious, and elegant. This can help can not only the customers but also the company.

D. SWOT ANALYSIS
 . With the use of Riche Perfume, many people can confidently walk without worrying how
they smell.
The SWOT analysis helps the company to have an effective evaluative technique to aid the
decision making process. It shows the strengths, weaknesses, opportunities and threats that the
company can encounter in introducing the product. This SWOT analysis can also help the
decision makers to see the answers on the issues they meet.

STRENGTHS:
 High Quality but Low Price  Many competitors
 Organic Perfume  Lacking advertisement on TV or
 It can last for 24hrs other mass media
 Freebies, like bag, umbrella, etc.  Tax increase
 Good Relations with the
Distributors OPPORTUNITIES:
 Drug-free Workplace
 More Profits
 Knowledgeable and friendly staff
 Popular and Well-known
 Excellent management
 New technology
 Celebrity endorsement
 Introducing limited edition
 Sponsors
perfumes
 Targeting both male and female
 Customers who loves Perfumes
users
 Retailers
 Several shapes of the container
 Expansion of target market
are available
THREATS:
WEAKNESSES:
 Growing Competition
 Weak sales during holidays
 Short product life cycle
 Too many brand launches
 Economic slowdown
 Delayed Supplies

V. MARKETING OBJECTIVES
 The company aims provide the needs and wants of the customers when it comes to
fragrance and smells. There are goals and objectives that the company wants to achieve in
making the business. In here, the monetary, marketing and social-related goals are listed. These
goals help the company to be inspired to continue making high quality and affordable products.

Riche Perfume’s goal is to have a high profit and to have a high growth market share. In
order to achieve these goals, Riche Perfume will conduct a survey to determine which perfume
notes customers like best, increasing sales which is one of the most important goals of marketing
for profit entities because Marketing needs a good return on investment, meaning the increase in
sales should significantly exceed the cost of the marketing.

In marketing the product, advertisements and promotions, such as tarpaulins, flyers,

posters, TV commercial and other mass media can help our company to have a high profit and
may help the product to be well-known. To provide good services for the customers, DMTCOS
assures that all the employees working for the Riche Perfume are well-trained.

35,000,000 Riche Perfume

30,000,000
is an eco-friendly
product. It is made
25,000,000 from organic
20,000,000 Total Sales ingredients that
Gross Profit make it safe. No
15,000,000
Operating Expenses toxic effect like
10,000,000 ethanol,
5,000,000 acetaldehyde,
benzaldehyde,
0
2018 2019 2020 2021 2022 benzyl acetate, a-
pinene, acetone,
benzyl alcohol, a
most common chemical in perfume that can cause asthma, sinus pain, fatigue, sore throat, eye
irritation, gastrointestinal problems, headaches, dizziness, coughing, and burning or itching skin
irritations. Riche perfume do not also have a hazardous chemicals that can found in other
fragrance, the phthalates, a class of plasticizing chemicals used in artificial fragrances or
colorings. Phthalates are a respiratory irritant and an endocrine disruptor. They have been linked
to reproductive damage, thyroid disruption and cancer. The company assures the customers that
Riche Perfume is a drug-free workplace. No illegal negotiations are allowed.

After 5 years, the sales of Riche Perfume will increase and it is a sign that the company is
growing and it is already popular to the customers.
 VI. MARKETING STRATEGIES

A. PRODUCT/SERVICE STRATEGIES
Customers who will buy Riche Perfume can experience a delightfully experience that they
never felt before. Riche Perfume lasts up to 24 hours of fragrance and it is available for any type
of customers.
Riche Perfume offers additional benefits to serve the customers more. The product
bought will have a 24 hours warranty. Customers are guaranteed to return and refund defective
products bought in Riche Perfume. Riche Perfume also offers deliveries to customers who buy in
bulk in any location. The fee will vary to the location or place that will be delivered. Lastly,
Riche Perfume will ensure that the firm will pay attention to the needs of the customers. Through
well-trained employees, the needs and wants of the consumers will be satisfied.
Riche Perfume is an organic perfume made by DMTCOS Company. It is made of organic
ingredients properly chosen and checked by the company to make users to be safe and to create
physical and emotional healing such as calming, energy-enhancing and relaxing to the
customers.

Ingredients:

 Fragrances, like, vanilla, jasmine, etc.

 Distilled Water
 Essential Oils

Labeling:

Expiration: After 1 year

Directions to Use:
To have a long-lasting fragrance, follow these steps:

 Hold the perfume 5-7 inches away from the body.

 Spray the perfume in your pulse points and targeted areas.
(It is best to spray the perfume behind the ears and knees, collarbone, wrists, and
inside elbows. 0Also, you can spray it in your clothing)
 Cautions:

 Avoid contact with the eyes.

(If irritation occurs, wash the affected area with soap and clean water. If redness,
burning and itching occurs, stop using thee product and consult your medical
provider if self-treatment is not effective.
 Keep out of reach of children
 If having skin problem, avoid using. Seek for the advice of health professionals.
 For external use only
Responsible Person/Company:

 DMTCOS Co. Rizal Ave. Puerto Princesa City.

Country of Origin:

 Made in the Philippines

PACKAGING:

 In a black box made from card board.

 Cover in a plastic, or cloth for protection

What’s inside? :

 1 Riche Perfume
 A Manual
 B. PRICING STRATEGIES
Riche Perfume has goals to achieve in the selling of the product. These goals are the
motivation of the company to continue running the business. The idea of achieving the goal can
increase the sales that will provide a better financial position than increasing the profits.

Increasing the sales volume can help to achieve rapid sales growth and it can discourage
competitors from entering the market. To achieve this objective, Riche Perfume will have
discounts on selected items and giving incentives to the distributors to promote the product and
spreading it in more locations. Attracting non-users to buy the product may help to increase the
sales volume. Adding something, like freebies, may help in promoting the company’s USP or
Unique Selling Proposition. And taking the risks of trying something new may also help to
increase the sales volume.

Innovation may help the product to maintain or increase the market share. The company
will make more products that the competitors do not have. Through this, customers will be
attracted to it and they will try the product that the other companies sell. It may lead to the loyal
customers.

Riche Perfume will have market share to maintain the status quo. With the strong market
shares, Riche Perfume will focus not on the competitors but on the product made. This may help
to maintain the firm’s profit margin. Riche Perfume will maintain the status quo and look for
opportunities to introduce new products that others can’t offer.

Riche Perfume runs at a price of Php155.00-750.55. There are less of price on selected
products. The company sells byproducts to be useful for the consumers. The byproducts does not
add price in the product. In introducing new products, Riche Perfume sets a lower price to
increase market sales and shares. Once the objective is achieved, Riche Perfume will increase the
price to gain more products. The pricing strategy chose by the Riche Perfume is the going rate
pricing which the company prices the product close to the competitor’s price on products.
Another strategy used is the discount and allowance pricing. Riche Perfume gives discounts to
the loyal customers that always purchased products from Riche Perfume. Also, Riche Perfume
gives allowance pricing to the distributors to do another strategy to promote and sell the product.

Price
50mL Php 155.00
75mL 209.90
100mL 310.25
125mL 350.75
150mL 405.00
200mL 560.00
250mL 649.99
300mL 750.55
 C. DISTRIBUTION STRATEGY
Riche Perfume can be found in any NCCC, Robinsons, SM, UniTop, and ChinaTown malls
nationwide. The company can directly sell products to the customers. It helps to have a good
communication and relationship to the customers. Distributors can also help to sell products to
customers. Wholesale distributors buy directly to the company and they are the one to sell the
product.

CONSUMER

DISTRIBUTOR CONSUMER

Before making a business, Riche Perfume makes sure that the target location of distributing a
product is right. Riche Perfume chose Department store and Franchise as a distribution channel
because it is one of the company’s strategies to get the attention of every customer to buy our
product. It also helps our product to be popular and well known and get a high profit for our
launching perfume product.

On Department store, there are lots of people that can see our product. Franchising can also
be a help because there are many people who will be curios on what the products are. Once they
already have information about the Riche Perfume especially when they see the price of our
product because at first it looks like expensive but the truth is, it’s just affordable but a high
quality product that anyone can buy.
 D. ADVERTISING AND PROMOTION STRATEGY

Riche Perfume uses strategies to promote the product. Those are advertising, personal
selling, sales promotions, and publicity. Through this strategy, many customers will be motivated
to buy the product from Riche Perfume.

Advertising through tarpaulins, flyers, posters, magazines, televisions and radios may help to
promote the product. Hiring popular celebrities in showbiz to endorse our product is also our
strategy to promote our product. On social media, Riche perfume will also have a facebook page,
through this strategy; many customers will see our product and will be motivated to buy the
product from Riche Perfume.
DMTCOS Company also has a sponsor, the Pilipinas Shell Petroleum Corporation. It is a
part of the Shell global group of oil, gas and petrochemical companies, makes a wide range of
high quality fuels, lubricants and specialty products. Shell is the market leader through
approximately 25,000 Shell-branded gas stations among the country which also serve as Shell's
most visible public presence. Shell Oil Company is a 50/50 partner with the Saudi Arabian
government-owned oil company Saudi Aramco in Motiva Enterprises, a refining and marketing
joint venture which owns and operates three oil refineries on the Gulf Coast of the United States.
It is an effective way to reach a wide audience, and it is good for building awareness. The
repetition of the main brand and product may help to be recognized by the customers. The
positioning also helps to build the trusts of the customers.

Personal selling may help to build trusts for the customers. It has a lot of communication
between the buyer and seller. It will be an excellent way in communicating complex/detailed
information and features about the product. This can help to have a relationship between the
customers and the company.

Sales promotion is also one of the strategies used by the company. It can help to stimulate
quick increases in sales by targeting promotional incentives on product. This can also make
customers to be more interested to the product. To boost the sales of the product in short term,
Riche Perfume will have their promotions intended for the customers. Like, buy 1, take 1, and
discounts on selected items. In this way, customers will be attracted to the product. To promote
the product, Riche Perfume will advertise the product in an inexpensive way. By using posters,
flyers and leaflets

Publicity is also used by the Riche Perfume. It is the most inexpensive way of promoting the
product. It is a cheap way of reaching customers. It is credible and low at cost.