Current Product
The 100ml bottle of Davidoff Cool Water, with its iconic silver and blue design, perfectly embodies the natural beauty and refreshing qualities of Cool Water. It is an ideal choice for women who embrace their sensuality. This invigorating fragrance blends the moist aromas of citrus, pineapple, and blackcurrant with the rejuvenating scent of ocean air. When applied in the morning, this perfume lasts all day without any chemical additives, ensuring it can be safely worn from morning till night.
Both office-goers and those seeking a relaxed weekend at home can benefit from wearing the fragrance. Online shoppers can enjoy free shipping and discounts on specific websites, while retail customers often receive complimentary samples of other Davidoff cologne. Furthermore, Davidoff has expanded its product range to include body lotions, deodorants, body sprays, and shower gels for both genders.
Women typically choose to use the product which is the Davidoff Cool Water 100ml because it is specifically designed for women. Therefore, most female buyers purchase this product to fulfill their needs. Before acquiring this product, buyers usually conduct research either by searching online or seeking reviews from individuals who have previously used the product. They invest a significant amount of time in finding the product. Additionally, there are two alternative options available – the Davidoff sensual essence and the sea rose Cool Water, both of which are also intended for women. These alternatives are accepted by buyers since the key fragrance components used in these products are similar.
Introduced in 1984, the first fragrance from this brand quickly gained popularity and has remained a bestseller for over two decades. Users often describe Cool Water as providing a refreshing sensation that brings to mind stepping out of an invigorating bath or emerging from a long swim in the ocean. The perfume is presented in a tall rectangular semi-metallic blue box, with the label “Davidoff” placed above its name: Cool Water.
Davidoff Cool Water is subject to variable pricing in a competitive market. Customers and retailers offer different prices for this product. Online shops and retail shops differentiate their offerings, with some proposing higher-than-average prices to attract consumers. The quantity of Davidoff Cool Water purchased by consumers is inversely proportional to the price: as the price increases, the quantity decreases significantly, and vice versa.
The price of a product does not have a significant effect on its demand and quantity. However, business costs are important in determining the price as they must ensure that consumers receive a favorable price while covering production costs and generating profit. This enables businesses to produce more goods without facing financial constraints that could limit their ability to manufacture items like perfumes.
The current price of the product is usually comparable to that of competitors, neither lower nor higher. This approach aims to minimize the perceived price difference among consumers and encourage them to choose our shop for their purchase. Consumer purchasing decisions are influenced by factors like pricing, product image, features, and quality. These choices are driven by diverse motivations such as individual preferences, emotional responses, communal considerations, and situational factors. When consumers make repeat purchases, they tend to become loyal customers.
Female consumers prioritize the luxury brand’s individuality, rank, and hedonic value rather than the price. They are willing to pay any amount to obtain the desired product. However, some consumers only purchase products that offer high quality, unique features, and a presentable image, believing that the price should be commensurate with these factors.
1.3 Current Distribution
On their official website, the industry that produces the produce does not directly sell products. Instead, they distribute their products to stores in various countries and cities, providing buyers with more opportunities to purchase products from nearby stores. In Singapore, consumers can buy this produce at Isetan, Tang Plaza, Metro Paragon, and Takashimaya shopping malls, all located on Orchard Road. While Isetan has multiple branches in Singapore, only Isetan Orchard sells Davidoff Cool Water.
Located at 435 Orchard Road, Wisma Atria in Singapore 238877, Isetan is a popular shopping mall in the city-state. Customers can conveniently reach it by bus, train, or car as it is centrally located. Offering a wide range of options, reasonable prices, and excellent services, this mall is highly favored by shoppers. Within Wisma Atria, Isetan carries well-known brands such as Calvin Klein, Polo, BVLGARI, DKNY, and more, which allure customers to visit. Just a brief 3-minute drive away from Isetan, Tang Plaza is another shopping destination along Orchard Road.
The department store Tang is famous for its vast array of home shopping items and imaginative window displays. It also provides a diverse range of fashionable goods and services, including clothing options for both men and women. Tangs plaza caters to everyone in the family, and with its extended operating hours until 11pm on Fridays and Saturdays, shoppers can enjoy longer browsing times. The distribution of products is influenced by multiple factors such as distributors, wholesalers, jobbers, and brokers.
The primary motivation for all socials is to protect their own best interests in the channel. The key determinant in promoting its distribution is the manner in which shoppers acquire the product. For example, individuals interested in purchasing perfume typically desire to sample and determine the scent before making a purchase. Therefore, distribution must incorporate perfume testers to allow potential buyers to evaluate the product. Numerous products are most effectively sold through live demonstrations, necessitating the inclusion of these demonstration methods in the distribution strategy.
Takashimaya is currently running a promotion for National Day in August. This promotion applies to the store selling Davidoff Cool Water and offers a 20% discount on any purchase. It is a great deal for shoppers across the country. Additionally, there is another promotion on the website www.singaporebestsite.com. This promotion has a value of S$98 but is offered at only S$49 if the product is redeemed between August and September 2013. To participate, customers must purchase the product online during the redemption period and then send it via registered mail after a few weeks, following a call or email to arrange for delivery.
These promotions advertisements can be found on the Internet as well as in newspapers and magazines, making it easy for people to learn about their special offers. Both promotions share the same message with consumers, informing them of the best price available. The only difference between these two promotions is that one requires consumers to travel to Takashimaya to purchase the product, while the other offers home delivery, eliminating the need for buyers to travel.
Both promotions advertise through print media, including newspapers and magazines, as they have a wide reach and offer high-quality production. They also utilize digital marketing to target specific demographics and establish a clear positioning. The current promotional theme emphasizes aligning the product with various lifestyles and demonstrating to consumers how it can create a specific ambiance or aura, such as attraction, affection, or tranquility. Ultimately, the promotion aims to convey that their product is suitable for anyone across the globe.
The primary objective of the business is to attract consumers’ attention and increase future sales, without relying on promotions. Moreover, they aim to convince customers that their product surpasses others, despite its lower price. This sales technique primarily focuses on women, as they typically form stronger emotional connections with products. In the business sphere, two strategies are present: push and pull. The push strategy involves motivating negotiators to stimulate regular customer purchases, while the pull strategy entails communicating directly with end consumers through intermediaries to generate demand for the product.
Definition of the brand positioning
Brand positioning is crucial for businesses, as it influences consumer awareness and perception. It involves how a product or service is positioned in the minds of shoppers relative to its competitors. This step is essential for success and can be challenging for small businesses who are often overwhelmed with numerous responsibilities.
Brand positioning not only demonstrates the potential of goods or services by presenting alternative paths but also uncovers fresh opportunities. It notably delineates essential aspects, including emphasizing originality to ensure uniqueness in comparison to other products, identifying a distinct position in the specified market, categorizing formidable competitors who possess significant influence, and establishing a necessary budget for market entry. Collaborating with a branding professional or graphic designer who truly understands labeling is highly recommended in this process.
The brand possesses unique qualities that distinguish it from others, including its distinctive smell, affordable price, appealing packaging, and informative labeling. This brand excels in providing long-lasting scent for the entire day, thanks to its high-quality fragrance. Since its initial launch in 1988, which is nearly a quarter-century ago, it has garnered considerable consumer attention. As a result, this product maintains high performance standards.
The customers are attracted to the product because it provides a refreshing sensation on the skin, offering stress relief and relaxation. Davidoff is a renowned brand globally, and using their products boosts individuals’ self-esteem and confidence in social settings. Purchasing this product allows customers to stand out among others and project an image of wealth and affluence.
Geographic Segmentation
In Singapore, the temperature is consistently warm and the humidity is high, resulting in abundant rainfall year-round. Although there are occasional rain showers, there is no distinct separation between wet and dry seasons, and the weather generally remains sunny. Due to this tropical climate, individuals living in Singapore look for a fragrance that can provide a cooling and refreshing sensation. Davidoff Cool Water is an excellent option as it offers a delightful way to start the day when applied to the skin in the morning. As of 2012, Singapore had a population of approximately 5,312.4 thousand people, with a higher number of females compared to males.
The data shows that women in this country shop more frequently than men, suggesting that this product is ideal for them. Additionally, Singapore is known as one of Asia’s rapidly developing nations, ensuring that most residents can easily afford to buy an affordable perfume bottle.
Compared to teenagers and senior citizens, adults in Singapore had higher employment rates and earnings in 2012. Furthermore, a substantial portion of the overall population (45%) consisted of university graduates, indicating a noteworthy level of literacy and education.
In 2011, the employment rate in Singapore was 9%, but by December 2012, the number of employed individuals had reached 3,357.6 thousand. Additionally, each working adult earned an average yearly household income of around S$9,618. This is significantly higher compared to what individuals earn in countries like Myanmar, Thailand, Cambodia, and others. The people in Singapore are renowned for their dedication and focus on their work, which greatly contributes to the continuous development and progress of their nation.
The population in Singapore is a diverse mix, consisting of residents from various ethnic groups such as Chinese, Malays, Indians, and individuals from western countries like America, Russia, Switzerland, and more. However, the majority of the population is Chinese. Regarding the annual income of working adults in Singapore, they have unwavering confidence in their ability to afford purchasing Davidoff Cool Water.
Psychographic Segmentation
The characteristics of each group are formed by their routine, daily behaviors, relevance, and ideas on various matters. The stress levels of people in Singapore’s lifestyle primarily depend on their age.
Teenagers, working adults, and senior citizens in Singapore all have their respective concerns: schoolwork, job stress, and high living costs. To help them relax and rejuvenate, Davidoff Cool Water is recommended. Ryan Morgan Values Segment includes 10 categories: Basic Needs, Real Conservatism, Traditional Family Life, Conventional Family Life, Young Optimism, and Socially Aware. These segments reflect customers’ pricing preferences, willingness to try something new, and perceived acceptance.
According to VALS classification, trendsetters have high assets and high invention, while survivors have low supplies and invention. The primary motivations consist of Ideals, like intellectuals and supporters, Achievement, like highfliers and seekers, and Self-Expression, like experiencers and creators.
Behavioral Segmentation
According to newspapers and magazines, residents of Singapore have the financial means to buy one or multiple bottles of Davidoff Cool Water with their income.
Customers generally have certain expectations for a product, such as its fragrance, quality, brand, and price. For numerous women, the scent of a perfume holds great significance as it can enhance their self-assurance in social situations. In Singapore, there exists a profound sense of loyalty among individuals, particularly towards family and community. This loyalty also extends to the brands they prefer; therefore, if they discover and appreciate a particular fragrance, chances are they will become devoted patrons.
Both residents and visitors in Singapore are very conscious of prices, always looking for stores that offer the best deals on products they wish to purchase. They frequently make use of promotions and sales to get the lowest prices.
Reference List
- Branding Strategy Insider. “Brand Positioning Elements Defined. ” Accessed August 14, 2013. http://www. brandingstrategyinsider. com/2012/02/brand-positioning-elements-defined. html#. UhAmoGSMEVk
- Brand Amplitude. “Value Proposition, Brand Identity, and Positioning: Why Your Brand Needs All Three.” Accessed August 14, 2013 http://www. brandamplitude. com/blog/item/value-proposition-brand-identity-and-positioning-why-your-brand-needs-all-three
- How. “Davidoff Cool Water Ingredients. ” Accessed August 13, 2013. http://www. ehow. com/list_7418829_davidoff-cool-water-ingredients. html
- “Isetan Singapore. ” Accessed August 14, 2013. https://www. isetan. com. sg/
- Macy’s – Shop Fashion Clothing & Accessories – Official Site – Macys. com. “Davidoff Cool Water: Choose Davidoff Cool Water from Macy’s. ” Accessed August 15, 2013. http://www1. macys. com/cms/slp/2/Davidoff-Cool-Water
- Online Shopping India: Shop Online At The Best Site & Buy Gifts, Mobiles, and Clothes & Shoes – Rediff Shopping. “Buy Davidoff Cool Water Wave Edt Spray For Women (100 Ml) Online, Best Prices in India: Rediff Shopping. ” Accessed August 13, 2013. http://shopping. rediff. com/product/davidoff-cool-water-wave-edt-spray-for-women—100-ml-/11429882
- Singapore Best Good Great Group-Buying Online Daily Deals. “Davidoff Cool Water 125ml EDT Series Promotion! (Worth $98). Authentic Fragrances for Men & Women. Exude Elegance & Sophistication. Free Registered Mail Delivery. AllDealsAsia Others deal.
