Dilemma: A scent of risk

Bellissima is an Italian perfume and cosmetics business. The company has a highly successful range of products in the luxury cosmetics market.

It is planning to launch a new fragrance and extensive market research has produced detailed profiles of two potential target markets as described below. Bellissima now has to decide whether to expand its current market base or risk branching out and reaching a new client.

Profile A

High-income women aged 25-30, who spend a high proportion of income on restaurants and theatre.

Currently loyal to our cosmetics range but change perfume brands from time to time. They already have a positive image of our brand, so a relatively limited promotional campaign would be enough to create an awareness of the new product. They accept high prices for quality products.

Packaging should be simple but elegant, using expensive materials in dark colours. The brand should appeal to a sense of ambition and superiority.

Suggested brand names: Sophistication or Cool Elegance.

Profile B

Women aged 18-25, who like popular music, clothes, going out and don’t mind paying high prices for quality or products that are “in fashion”.

Currently don’t use our brands; consider them slightly old-fashioned. We would need to spend a lot on promotion to attract this target group who are not high earners but spend a high proportion of income on clothes and cosmetics.

Packaging should represent a young, carefree lifestyle with a strong and rebellious personality. Regular packaging needs to be updated to keep up with fashion trends.

Suggested brand names: Rebel Angel or She Devil.

 

TASK 1

Work in groups. Discuss the advantages of each profile and decide which option has more potential for Bellissima.

 TASK 2

Now choose a brand name and plan your brand strategy. Consider the four Ps of the marketing mix.

 TASK 3

Present your concept and brand strategy to the class.