Davidoff Cool Water Marketing Assignment - Part 2 - Brand Essay Example
1 - Davidoff Cool Water Marketing Assignment introduction. 1 Current Product Davidoff Cool Water 100ml is iconic silver and blue bottle with the soft figure of a feminine body and it flawlessly seizes the essence of natural beauty and the freshness of Cool Water, which is very suitable for the sensual woman. This exhilarating cologne perfectly combines the moist fragrances of citrus, pineapple and blackcurrant with the refreshing odor of ocean air. The benefits of the perfume is it can last for the whole day when applied on the skin during the morning and it is free from chemicals so the perfume can be worn securely.
It is also very suitable to wear the fragrance to the office for a sensation of self-confidence or for cheerful enjoyment during stress-free weekends at home. When buyers purchase the product online, some websites offer free shipping’s and discount if consumers buy from their online shop. If purchasers buy at the retail shops, they usually receive some free perfume samples of other kinds of Davidoff cologne. Davidoff’s company is now producing not only perfumes but also body lotions; deodorants, body sprays, shower gels and they also introduce perfumes not just for women but also for men.
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Women usually use the product because this Davidoff Cool Water 100ml is specially formulated for women only so most female buyers usually buy this product to satisfy their needs. Buyers usually do research before obtaining this product by looking up on the internet or get reviews from people who have used this product previously, they would spend quite a long time looking for the product. There are two substitutes products, Davidoff sensual essence and sea rose Cool Water which is also for women, they would accept the product since most of the elements used in the fragrances are not much different.
The first aroma was launched in 1984, the brand has become one of the most widespread perfume brands and it has been a worldwide bestseller for over 20 years. Cool Water is different from others because wearers usually explain that these faience’s make them feel like they have just marched out of an exhilarating bath or aroused from a long swim in the ocean. Cool Water derives in a rectangular semi metallic blue tall box and for label Davidoff is above the scent title: Cool Water. 1. 2 Current Pricing
Davidoff Cool Water is in a competitive market situation and the product is also a value determiner because many customers and retailers offer a wide variety of prices. Suppliers distinguish their proposals because there are many online shops proposing at different prices and many retail shops selling at extraordinary amounts to gain consumers attention. When consumers buy more or less of a Davidoff Cool Water, if the price increases then the quantity decreases a large number and vice versa.
A rise or fall in price will not drastically affect the increase in price of demand and then the quantity reduces down slightly and vice versa. Business costs play a very vital role in defining the price because they have to validate that they are making sure that they are giving the consumer the best price for them to be able to cover their production cost and make some profit out of it, so that they would be able to produce more products without facing any problems like shortage of money to manufacture more perfumes or other products.
The current price is usually about the same as the competitors by setting the price not lower or higher than their opponents offer price so that the consumers would see the less difference in price and purchase from the shop that they would like it buy from. Some consumers purchase the product based on the pricing and some based on the product image, features and quality. The behaviors of consumers are based on many different purposes such as individual, emotional, communal and situational and when they purchase more often they become loyal customers.
Most of the female consumers do not really care about the price of the product but what they mainly focus on is the luxury brand that will offer more individuality, rank and hedonic value than non-luxury trademarks so those types of buyers are willing to pay at any amount to get the product that they want. On the other hand, there are some people who will only buy the creation if the product has high quality, unique features and presentable image because those types of consumers believe that the price that they pay should be worth giving for it. 1. 3 Current Distribution
Shoppers cannot purchase the produce straightforwardly from the industry that create it because on their official website they do not sell products but they only distribute their products to stores located in many different countries and cities which allows the buyers to have more chances of buying their product from stores near their places. In Singapore, Consumers can purchase this produce at Isetan, Tang plaza, Metro Paragon and Takashimaya shopping malls that are all located at Orchard Road. Isetan has many branches in Singapore but only Isetan Orchard sell Davidoff Cool Water.
Isetan is located at 435 Orchard Road, Wisma Atria, and Singapore 238877. Customers can travel there by bus, train or car since it is situated in the center of the city, buyers can go there conveniently. The shopping mall is one of the most popular in the city-state because of its massive varieties, reasonable prices and good services. Within Wisma Atria, the store carries many types of popular brands like Calvin Klein, , Polo, BVLGARI,DKNY and many more which attracts the customers to visit their mall. Tang plaza is also located at Orchard road, which is not very far away from Isetan; just about 3 minutes drive from Isetan.
Tang is famous not just because of their wide array of shopping objects for home but their innovative window displays. It also has many different types of stylish goods and services. The department store also provides a huge number of apparels for both men and women. Tangs plaza is very appropriate for everyone in the household and with the extensive operating hours until 11pm on Fridays and Saturday, where all consumers can shop for longer hours. Characteristics of product that influence its distribution include distributors, wholesaler, jobbers and brokers.
The main reason is for all socials to defend their own best benefits in the channel. The main factor when it comes to impelling its distribution is the way the product is gained by shoppers. For instance, perfume buyers usually want to try and know the odor of fragrance first before purchasing them, which means distribution is going to have to involve perfume testers for them to analyze it before buying the product. Many products are best retailed with the help of a live demo, so the distribution strategy will have to include some ways of conducting these demonstrations. 1. 4 Current Promotion
Takashimaya is having a promotion for this August for National Day, which includes the store that sells Davidoff Cool Water. It is 20% off for any purchase of any items in the store so, which is a great bargain for all the shoppers in the country. Another recent promotions is the website www. singaporebestsite. com is having a series promotion which worth S$98 but they offer S$49 only if the product is redeem between August and September 2013. The product must purchase online in between the redemption period and send their product at via registered mail after a few weeks by giving them a call or dropping an email.
These promotions advertisement are all over the Internet and also in some of the newspapers and magazine where people can easily find out about their special offers. Both promotions are sending the same message to consumers by letting them know that they are offering the best price for them and the difference between these two promotions would be that the consumers have to travel to Takashimaya to buy the product while the other one offers home delivery without having the buyers to travel to their place.
However, both promotions are both advertising through newspapers and magazine based on the massive audience coverage and high production quality. They also advertise by digital marketing because it is directed to a particular target market and also clear positioning. The current theme of the promotion is to make sure that their product fits in with a lifestyle and showing the consumers that whether it constructs an atmosphere or aura around the produce such as attraction, affection or tranquility and that their product is for everyone all over the world.
The business is trying to get as much as attention from the consumers so that they would buy more of their product in the future when there is no promotion period. By also giving them a piece of mind about how good their product is compare with other goods at a lower price. The sales are mainly for women because women tend to get attach with the product they like more than men. There are push and pull strategies in the business world, the push method is to go after the negotiators who push the regulars by offering bonuses and the pull approach is to emphasize communication on end consumer so they demand the product from the intermediary.
1 Definition of the brand positioning Positioning owns a part of consumer’s awareness and it is not what you organize to the product, it is what you perform to the mind of the viewpoint. Brand positioning is to position a product/service in the minds of shoppers compare to their challengers. It is one of the most significant steps any business can take on the road to the accomplishment. For small businesses, their motivation for the effort itself is usually little because they would rather be managing to the hundreds of other duties asking for their attention.
It also brings to light the capability of the goods or services by showing the alternative paths and also reveal new opportunities. Brand positioning distinctly defines the crucial things such as regulating originality by making sure the product is more unique than other products, determining the unique position in the indicated market, classifying competitors because strong and fierce competitors have esteemed power and defining the necessary financial plan to enter the market because it is favorably suggested to pair up with a brand professional or graphic designer who truly comprehends labeling.
2 Brand positioning in relation to the brand/product Capabilities of the brand are that the brand is very different from others based on the smell, price, packaging and labeling. It is very well performs by helping the users to last the scent for whole long day, the quality of the fragrance is very high because it was first introduced in the year 1988, which is almost 25 years since it was released so it already gained consumers attentions since then so the performance standards of this product is high.
The customers like the product due to the fact that it gives you the feeling of cool water when they apply on their skin, which helps them to be free from stress and for relaxation. Davidoff products are one of the top brands in the world so when people uses this product they feel proud and have more confident in the crowd so the customers purchase this product to stand out in the crowd. Customers want them to be seen as people who are rich enough to spend their money to buy the branded products and give others a message that they are rich.
Geographic Segmentation Singapore has a climate, which is categorized by constant temperature and pressure of high humidity and plentiful rainfall. In single month rain is experienced but there is no wet or dry season and the weather is always sunny. Due to the hot climate, people residing in Singapore need perfume that will help them cool down and also refresh them and Davidoff Cool Water can help them by giving them a good start by applying it on the skin in the morning when they go out.
Singapore’s population was approximately around 5,312. 4 thousands in 2012 where there are more female residents than men. It is an obvious statement that women go shopping than men so which means the product is suitable for people living in this country. Singapore is also considered as one of the most developing countries in Asia, so most of the people inhabiting in this country can easily afford to buy a bottle of perfume at a reasonable price.
3. 2 Demographic Segmentation
In the year 2012, The percentage of working adults in Singapore are 50%, which means those people can make more income then teenagers and senior citizens and when it comes to Literacy and education, the percentage of university graduates is 45. 9% in 2011 and the total employment in December 2012 is 3,357. 6 thousands. Each and every working adults are almost earning average household yearly income of approximately about S$9,618, which is a huge amount of income compared with people working in other countries like Myanmar, Thailand and Cambodia and so on.
People working in Singapore are very serious and particular about their work so they are very keen to earn money and that is why their country is developing more and more. In Singapore, not just Singaporeans reside in this country but also other ethnic groups also reside in the country such a Chinese, Malays, Indians are others including people from western countries like America, Russia, Switzerland and many more but the majority are the Chinese people so with the amount of money that working adults earned each year they can buy Davidoff Cool Water undoubtedly.
Psychographic Segmentation The routine, daily behaviors, relevance and ideas on various matters create the characteristic of each group. Lifestyle of people in Singapore are mostly stressed out depending on what age they are. For example, teenagers are worried about with their schoolwork while working adults are strained about their job and the senior citizens are agitated with the living cost in Singapore. In order for them to cool down and refresh their min Davidoff Cool Water would be very suitable for them. There are altogether 10 segments in Ryan Morgan Values Segment.
Basic Needs, Real Conservatism, Traditional Family Life, Conventional Family Life, Young Optimism and Socially Aware represents customers’ price opportunities, desirability to origination and perceived permissiveness. VALS classification states that trendsetters have high assets and high invention while survivors have low supplies and invention. The primary motivations include Ideals such as intellectuals and supporters, Achievement such as highfliers and seekers and Self-Expression such as experiencers and creators. . 4 Behavioral Segmentation Based on newspapers and magazine, people living in Singapore could afford to spend enough amount of money to purchase one or even more bottles of Davidoff Cool Water with their income. The benefits that customers usually expect are the odor of the smell, quality, brand and price of the product. Majority of the woman prefers the good smell of the perfume so that they could feel confident in the crowd after wearing it.
When it comes to loyalty people in Singapore are believers they are mostly family and community oriented people who also makes them loyal to their brand so after they started using the fragrance and if they like it, they become loyal to the product. People residing in Singapore not just in the country but also for everyone, price is very sensitive to them, they will search for the stores that offer the lowest price of the product that they would like to purchase so they usually buy products during the period of promotions and sales.