Advertising Volve Project 2nd Semester

ADVERTISING PROJECT

Members:

Devitha Yosiana (2007110287)

Natalia (2007110321)

Roy Prabowo (2007110747)

Stefhanie (2007110224)

11-12c

JAKARTA

2007

I.

Background on the company’s market :

Market size

Total industry perfume = 100.000.000.000

Total industry male perfume = 70 % =70.000.000.000

Total industry female perfume = 30% = 30.000.000.000

Market share

Volve = 15 %

15 % x 70.000.000.000

10.500.000.000

Calvin Klein = 25 %

Bvlgari = 30 %

Kenzo= 20%

Lain – lain= 10%

Marketing Objectives

Increase Market share to 20 % within 2 years

Spreading brand awarness, Become Number One in Indonesia

Market Segment

Demographic

Age : People around 20 - 35

Sex : Male

Income : Up to 5 millions rupiahs

Occupation : Young Executive

Geographic

Location : Big City

Social Grade

Upper Middle Class

Product

- Perfume is promoted to increase self-confidence.

- Nice scent attracts the opposite sex.

- It contains aromatherapy that calms the emotion of the user.

- Perfume solves problem (bad smell of the body).

- It is packaged in a small container, 200 ml.

- The pack is given a spray that gives smooth and wide-spread spray.

Timing

New Year, 1^st January 2007

II.

Advertising objectives

Launch Product

Brand Awareness

Proposition

Benefits, advantages, features

Benefit : The volve perfume cost is acceptable with the advantages that the product offers.

Advantages : The volve perfume have a very unique scent, you will be feel comfort while use this perfume and the most important that “VOLVE” have a aromatherapy sensation and it is easy to use.

Features : The pack is given a spray that gives smooth and wide-spread spray, so it will be give an efficiency use for the user.

Tone or style

: “ A Man’s Secret” is a prestigious logo and with brief tone.

BUDGETING :

Subject	Value (Rp)
Sales Promotion	50.000.000
Media Advertising · Television · Magazine · Billboard	850.000.000 600.000.000 50.000.000 200.000.000
Direct Marketing	-
Publicity Material	100.000.000
Sponsorship	50.000.000
TOTAL	1.050.000.000

Sales Forecast

Looking forward

Future sales forecast

Competitors

Market Research

Total Industry Market

- Calvin Klein

- Kenzo

- Bvlgari

- Henry Muggler

- Paris Hilton

-

Total Category Market

- Perfume for Teens (Men)

- Perfume for Teens (Women)

- Perfume for Young Adults (Men)

- Perfume for Young Adults (Women)

· Sarah Jessica Parker

·

·

- Perfume for Adults (Men)

- Perfume for Adults (Women)

Target Segment