Introduction
The paper involves the marketing of Gucci Premiere perfume for women in Spain. Currently, the global perfume market of Gucci is approximately worth $4 billion to $6 billion. Spain accounts for 20% of the world’s sales of perfumes. The demands for the natural ingredients which make the perfume have continued to increase. There has been an increase in the use of Gucci Premiere perfume for women as a luxurious perfume. The quality standard of the Gucci Premiere perfume for women in the market has increased compared to the last decade. The perfume market, in Spain, has many players who are involved in selling. Therefore, there is a need to carry out intensive marketing activities in order to create awareness among the consumers of the availability of the Gucci Premiere perfume for women and their brands .
Marketing involves creating awareness among the consumers of the availability of the product in the market. Marketing involves the application of the marketing mix so as to achieve the objectives. In addition, marketing tools such as SWOT analysis and Michael Porter’s five force model can help to identify the potential markets for the product. The marketing tools and techniques help the marketer to gain a competitive advantage against the rival companies or competitors in the market. Marketing also involves the application of proper marketing strategies such as price leadership and product differentiation strategies in order to gain competitive advantage. In this case, the marketing will be carried out in Spain. The product will be Gucci Premiere perfume for women for both men and women .
Communication objectives
The marketing communication aims to create brand awareness among the clientele. Introduction of an innovative product in the market requires intensive marketing communication strategy. Brand awareness also helps to improve the competitive advantage of a company in the market. High competition requires aggressive marketing strategies in order to minimize the competition. Marketing communication also aims to define the need for the products. The marketing communication will help to explain the characteristics of Gucci Premiere perfume for women and its brands. It is fundamental to supply consumers with all the relevant information regarding the perfume. Provision of information helps the customer in decision making regarding the product. Businesses and firms should develop good marketing communication strategies in order to retain their existing clients and acquire new clients. The perfume has a life span of 3-5 years.
Background of Gucci Premiere perfume for women’s and brands
The House of Gucci was founded in 1921 by Guccio Gucci. He was inspired by the beautiful luggage which he saw other travelers carrying. The House of Gucci is located in Italy. The parent company, which produces the Gucci Premiere perfume for women and colognes, is the Proctor and Gamble. Its main activity is Fashion. Gucci for women were the first product which was introduced in the market in 1974. Since then, a series of Gucci perfumes for women and colognes have been introduced. Currently, the Designer Gucci has a total of 40 perfumes in the market. Some of the perfumes include Eau de Gucci, Envy for men and women, Flora by Gucci for women and Flora by Gucci Eau Fraiche . The diagrams below show some examples of the Gucci Premiere perfumes for women available in the market.
In Spain, there has been an increase in the demand for Gucci Premiere perfume for women. The market growth for the Gucci Premiere perfume for women is due to the emergence of the changing lifestyle of women in Spain. The residents continue to embrace grooming as a crucial aspect in their life. The users of the perfume vary across the geographic zones in Spain. The disparity is due to the differences in the standards of living among the residents in the country. In addition, the variation of the use of the perfume depends on the disposable income and the gross domestic product of Spain. The importance of luxury among the citizens also plays a crucial role in increasing demand for Gucci Premiere perfume for women. In the marketing of the perfume, the varying factors will play a crucial role in determining the marketing strategy to use.
Urbanities in Spain prefer to buy unisex perfumes. The urbanities represent three quarters of the market for unisex perfumes. The rural dwellers only account for 25% of the market share in Spain. In addition, the rural dwellers are faithful to male and female perfumes. Therefore, there will be different marketing strategies in urban areas and rural areas. Factors such as the amount of income, tastes and preferences of consumers and the standard of living determine the type of Gucci Premiere perfume for women the urbanites will buy. .
Marketing communications
Marketing communications refers to the process of conveying information to users of a product. The communication process involves explaining to customers about the attributes of the particular product. In marketing communication, the marketer explains why the product is more superior to that of the competitors. The marketing communication is part of the marketing mix. Marketing mix, as highlighted earlier, comprises of four main elements namely price, product, promotion and place. The marketing communication is the promotional aspect of the marketing mix. The marketing communication involves employing an efficient communication process between the dispatcher and the recipient of the information. It is the role of the marketer to develop a proper communication channel that will reach a large number of people at the minimum cost. The type of information determines the favorable communication channel for marketing. In marketing the perfumes, communication channels, which display the appearance of the perfume, will be preferred .
The marketing communication of the Gucci Premiere perfume for women will involve advertising both online and offline, branding of the perfume, using direct marketing, graphic design of the perfume, packaging, promotion strategies, sponsorship and use of social media. The method to use will depend on the target customers. In this case, the target customers are the middle income individuals and high income individuals. In addition, middle-aged people will be the main target customers. This is because of their preference for fashion trends and grooming styles. The diagram below provides the main components of marketing communication.
Social media will be the main mode of communication channel. Studies have shown that 88% of the companies who practice advertising through the social media are satisfied with the mode of communication. Social media such as Face book, Vimeo and YouTube play a significant role in the marketing process. The majority of the target customers shares information and ideas through the social media. Advertising through the social media will help to convey information to a large number of customers simultaneously. Advertising through the social media is a cheaper method than the other advertising methods. The method involves the use of minimal effort . There is no limit to the amount of information that can be uploaded in the social networks. It will be possible to upload images of the Gucci Premiere perfume for women and their associated price. The social media also helps to provide feedback about the products. The target customers can express their feelings about the product on the social media. Billboards and neon signs will be essential for advertising purposes, in Spain .
Branding of the perfume is another crucial marketing communication. Product branding involves changing the appearance of the product so that it can appear more appealing than the competitors’ products. Branding may involve changing the packaging style of the Gucci Premiere perfume for women. A different packaging style creates the attention of the target customers. The customers will perceive the product as a new product in the market. This helps to increase the number of customers of the perfume. Branding also entails changing of the advertisement style. In marketing the Gucci Premiere perfume for women, there will involve introducing a new advertisement style that will help to seize the interest of a large number of customers. The new advertisement will include Gucci Premiere perfume for women brands and their prices .
Sales promotion is a significant marketing communication. This involves offering price discounts to the regular customers. During the launch of new perfumes in the market, promotion will be essential in order to attract a large number of customers. “Buy 3 get 1 free” is an example of sales promotion that will be used. The sales promotion will help to increase the sales revenue and at the same time attract customers. The selling price for the Gucci Premiere perfume for women will be below the market price during the initial month subsequent to the launch of the perfume in the market. The aim of reducing the selling price is to increase the market share. Online marketing will also be used in marketing of the products. This will involve designing a website that will be used for marketing purposes. All the Gucci Premiere perfume for women brands will be uploaded into the website. The characteristics and the price of each type of brand will be included in the website. The website provides a platform for interaction between the sellers and the customers .
Direct marketing is a form of marketing communication, which involves having a straight communication with customers. The advertising techniques include sending emails and text messages to the customers, promotional letters and using interactive customer websites. Use of direct marketing will help to emphasize on the importance of the perfume. In addition, any queries’ from customers will be addressed immediately. It is also possible to measure the responses from the customers immediately. Graphics design marketing is a component of marketing communication. The graphic design marketing involves changing some attributes of the perfume in order to improve its physical appearance to the customers. Graphics design marketing aims to communicate a specific message to the target customers. The table below shows a summary of the marketing communications.
The perfume Lifecycle and the potential competitors
There is high competition for the Gucci Premiere perfume for women market in Spain. The Spanish perfume houses are the main competitors. The Perfume Houses in Spain include Perfumes Peris, Myrna Pons, Perfumes Flori-bel and Perfumes Vera. Majority of the Perfume Houses specializes in distribution of women perfumes. The different marketing communication methods outlined will be essential in reducing the level of competition in the market. Product packaging is a useful tool that helps in achieving competitive advantage over the rival firms. Marketing strategies such as price leadership strategies and value chain analysis will be crucial in overcoming the competitiveness in the perfumes market, in Spain.
Conclusions and recommendations
Marketing of the Gucci Premiere perfume for women in Spain requires good marketing communication strategies. From the analysis above, marketing of the Gucci Premiere perfume for women in Spain will be successful. However, the success of the marketing plan depends on the marketing plan that is going to be adopted. The target group should be the middle aged population living in the urban areas. The target group has a strong addiction for perfumes. There is high demand for perfumes among the middle aged population. The population has a lot of disposable income. Their amount of income is higher than the rate of consumption. The aim will be to target the surplus income in the target population . There will be a significant growth in sales after the marketing communication process as shown in the following diagram.
The diagram shows the relationship the duration of advertisement in months and the amount of expected sales of the Gucci Premiere perfume for women. The amount of sales increases with the increase in the duration up to a certain period beyond which the increase in duration of advertisement leads to an increase in sales but at a decreasing rate.
References
Egan, J. (2007). Marketing communications. Hampshire: Cengage Learning EMEA.
Gerber, K. (2008). FCS Marketing Communication L3. England: Pearson South Africa.
Koekemoer, L. (2004). Marketing Communications. Port Elizabeth: Juta and Company Ltd.
Leitner, A. (2007). Marketing Communication. Norderstedt: GRIN Verlag.
Micael Dahlen, F. L. (2010). Marketing Communications: A Brand Narrative Approach. New York: John Wiley & Sons.
Paul R. Smith, P. R. (2000). Strategic marketing communications: new ways to build and integrate communications. London: Kogan Page Publishers.
Philip J. Kitchen, P. D. (2004). Integrated Marketing Communications: A Primer. New York: Routledge Chapman & Hall.
Rainer. Busch, M. S. (2007). Marketing communication policies [electronic resource]. New York: Springer.
Varey, R. J. (2002). Marketing Communication: Principles and Practice. London: Routledge.
Webster, F. E. (2001). Marketing communication: modern promotional strategy. Boston: Ronald Press Co.
