Marketing Mix

PRODUCT:

Dark Currant is a fragrance consisting of scents such as plum and black currant with cherry blossom and wood notes. This fragrance comes in a glass bottle with a purple plastic top. The packaging will be a small box for the fragrance alone and a larger box will hold the gift sets including lotion, the perfume in a 1.7oz bottle as well as a miniature 0.4oz purse-sized bottle for on-the-go application.

PLACE:

Dark Currant is to be sold in department stores across the country such as Macy’s, Nordstrom, JC Penny, and the like. “A department store carries a wide variety of shopping and specialty goods, including apparel, cosmetics, housewares, electronics, and sometimes furniture.” (Lamb/Hair/McDaniel, 195) Dark Currant will travel mainly by truck or air when necessary. We will use shipping agents such as UPS to transport finished products from the factory to the specific stores or their main distribution centers.

PROMOTION:

“Most promotional strategies use several ingredients—which may include advertising, public relations, sales promotion, and personal selling—to reach a target market.” (Lamb/Hair/McDaniel, 211) Dark Currant will need to really start with a “bang” so-to-speak. Dark Currant needs to build a reputation that will compete with the likes of DKNY, Givenchy, and other competitors. Dark Currant has beautifully designed packaging as, packaging can ”influence consumer perceptions of quality and/or prestige. And packaging has a measurable effect on sales.” (Lamb/Hair/McDaniel, 140) Dark Currant will also have an eye-catching display set up wherever it is sold. These displays will have sample bottles on display for customers to test out. “Sampling allows the customer to try a product risk free. Sampling can increase retail sales by as much as 40%...” (Lamb/Hair/McDaniel, 249) Dark Currant will run ads in Cosmo, InStyle, Vogue, and other popular magazines that have a similar target market. Dark Currant will run a national television ad to make sure our name gets the exposure necessary.

PRICE:

“To earn a profit, managers must choose a price that is not too high or too low, a price that equals the perceived value to target consumers.” (Lamb/Hair/McDaniel, 261) Dark Currant is priced competitively at $58 for a 1.7oz bottle. Gift sets will be sold for $70, which include the 1.7oz perfume, a bottle of lotion and small 0.4oz “on-the-go” bottle for a women to carry in her purse.