Project of launching a New Bulgari Fragrance (2006)

Résumé du document

In September 2006, five smart, young women from the United States, Morocco and France came together to establish “Media 5”, the classiest advertising agency on the Côte d'Azur. “Media 5” is an agency focused on promoting products for women that the five founders believe are superior in quality and style. The agency is currently working with the globally recognized, luxury brand, Bulgari, to launch a new fragrance. Bulgari is a classic company that was established in 1884. Inspired by the timeless beauty of Greek and Roman art, it has its origins are in the Italian jewelry business; however, over the past decade Bulgari has extended its reach of products to include watches, handbags, ties, scarves, eyewear, fragrances, hotels and resorts. Bulgari culture is based on quality and excellence with their ultimate goal being the full satisfaction of their customers. The four main points on which their concept of excellence is based are, outstanding quality, distinctive style, outstanding products and customer delight.

Extraits

[...] Social-based feelings to which they appeal include acceptance and recognition. Advertising techniques used in our campaign include imagery and dramatization. Through the use of user imagery in the print and television ads, one imagines that the kind of person who uses this product is physically attractive, happy and accepted by others, specifically in a romantic way; thus, the target audience will think that they can become this way if they purchase and use this product. The image used in both media is visually pleasing as the dark, romantic colours (black, gold and deep red) appeal to the desires of the target for love, romance, luxury and sophistication. [...]

[...] The company has been able to increase its market share by a comparatively large amount in 2001). Department stores: They are secondary actors in this market (for example: Galleries Lafayette or BHV). Nevertheless, since 2001, their turn-over amounts have increased steadily. Selective stores: These are specialty stores like Séphora, Marionnaud and Nocibé. Below is an analysis of the places of distribution in the perfume market in France. Source : fabricants/Secodip In of perfume sales in France were made in three principal specialized stores—Séphora, Marionnaud and Nocibé. [...]

[...] All perfumes created have to respect norms enacted by the international organization IFRA (International Fragrance Association). They are grouped into a practical code aimed at protecting consumers and the environment. This code contains the following points: Control of raw materials Product quality Quality of materials used to develop fragrances Raw materials labelled on the fragrances Hygiene ( locals, equipments, staff) Staff qualification Stocking conditions and transportation Legal and political context The political regulations concerning perfumes are not completely adequate regarding patents. [...]

[...] The black circle begins to open up so that we see the scene with the man and woman by the beach that we used in the magazine advertisement. A man with a warm, steady voice begins to read the script as the camera angle continues to widen. He narrates, “Through the eye of the telescope one could see a string of dark hair fall across her brow.” There is a short pause and then the bottle and gold text from the magazine (“LOΛE / A delicate, pure and strong feeling / BVLGARI”) appear on the screen. Now, the female introduces the fragrance. [...]

[...] These are hours during which our target is most likely to have free time to listen to the radio. We will air the radio commercial on stations whose primary audience is the same as our target audience like NJR, Kiss FM and Fun Radio. The Campaign Integrated Marketing Communication The IMC plan will help us to layout our advertising campaign and to establish a timeline over which our advertisements will be executed. Our current plan will last for one year, after which the Bulgari will need to update advertising and promotion efforts. [...]