Davidoff cool water marketing assignment

Topics: Retailing, Orchard Road, Davidoff Pages: 9 (2945 words) Published: January 26, 2014
Table of Contents

1.0 Situation Analysis/Current Marketing Mix
1.1 Current Product……………………………………………………………….... 1 1.2 Current Pricing………………………………………………………………..... 2 1.3 Current Distribution…………………………………………………………..... 3 1.4 Current Promotion……………………………………………………………... 4 2.0 Brand Positioning Theory

2.1 Definition of brand positioning …………………………………………………5 2.2 Brand positioning in relation to the brand/product……………………………...5 3.0 Target Market Identification
3.1 Geographic Segmentation……………………………………………………… 6 3.2 Demographic Segmentation…………………………………………………..... 6 3.3 Psychographic Segmentation……………………………………………………7 3.4 Behavioral Segmentation……………………………………………………..... 7 4.0 Reference List………………………………………………………............................8

1.1 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. 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...
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