Calvin Klein Marketing Project Pdf
Page !1 of 8
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Joanna Oszczak
AAM 5015 - Marketing
Marilyn Cresswell
Wednesday October 8th, 2014
Reveal - Integrated Marketing Analysis
The Offering - Needs and Wants:
-“Sexy, modern and minimalist”1
-“Staple in the mind of a fashion conscious consumer”
-“Luxurious, intimate and professional”2
- Need: sex appeal, confidence. femininity, bold, fierce, relentless attitude
-Maslow’s hierarchy:
-self-esteem building
-belonging: friends and family, status
-physiologically: ideas of love and
Core product: confidence, sexiness, sweet smelling perfume
Core benefit: attractiveness
‑
‑
Target Market3:
-Women aged 25-49
-Fashion orientated
-Willing to spend considerably more on brand name products
-Household income: $75,000+
-Status: 51% single, 48% married
-Education: 21% Bachelor’s degree, 61% employed - 79% Feel that they are not complete without a fragrance or perfume.
-Readers of magazines: Vogue, Elle, Harper’s Bazaar and Glamour
Magazine.
1
(Vault, 2013)
2
(Brannon, 2010)
3
(Elle, 2014)
Page !2 of 8
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Positioning - the 4P’s :
-Product: perfume, high end, feminine design targeting women, pink packaging that is delicate and modern indesign, glamorized bottle with heavy gold accents.
-Price: high end ($$$)
-$85.00 for 1.7 oz
-$110.00 for 3.4 oz
Promotion: Printed advertisements, experiential marketing (perfume samples), commercials, in store pop up displays, billboards, performance in onsite locations Place: Large department stores: Hudson’s Bay, Sears,
Holt Renfrew,
-Speciality stores: Sephora, Shopper’s Drug Mart,
-Smaller perfume vendors
- Calvin Klein Stores and Factory Outlets
3 Levels of Product:
Core Customer Value:
Confidence
Features: sweet smelling perfume that will cause sexual attractiveness, notes of salt to resemble smell of sweat Design: Sleek, modern design with gold accents
Packaging: Pink metallic decorative box with wrapping Quality: High end
Brand: Calvin Klein
Product Support: Free samples, free gifts with
!
Joanna Oszczak
AAM 5015 - Marketing
Marilyn Cresswell
Wednesday October 8th, 2014
Reveal - Integrated Marketing Analysis
The Offering - Needs and Wants:
-“Sexy, modern and minimalist”1
-“Staple in the mind of a fashion conscious consumer”
-“Luxurious, intimate and professional”2
- Need: sex appeal, confidence. femininity, bold, fierce, relentless attitude
-Maslow’s hierarchy:
-self-esteem building
-belonging: friends and family, status
-physiologically: ideas of love and
Core product: confidence, sexiness, sweet smelling perfume
Core benefit: attractiveness
‑
‑
Target Market3:
-Women aged 25-49
-Fashion orientated
-Willing to spend considerably more on brand name products
-Household income: $75,000+
-Status: 51% single, 48% married
-Education: 21% Bachelor’s degree, 61% employed - 79% Feel that they are not complete without a fragrance or perfume.
-Readers of magazines: Vogue, Elle, Harper’s Bazaar and Glamour
Magazine.
1
(Vault, 2013)
2
(Brannon, 2010)
3
(Elle, 2014)
Page !2 of 8
!
Positioning - the 4P’s :
-Product: perfume, high end, feminine design targeting women, pink packaging that is delicate and modern indesign, glamorized bottle with heavy gold accents.
-Price: high end ($$$)
-$85.00 for 1.7 oz
-$110.00 for 3.4 oz
Promotion: Printed advertisements, experiential marketing (perfume samples), commercials, in store pop up displays, billboards, performance in onsite locations Place: Large department stores: Hudson’s Bay, Sears,
Holt Renfrew,
-Speciality stores: Sephora, Shopper’s Drug Mart,
-Smaller perfume vendors
- Calvin Klein Stores and Factory Outlets
3 Levels of Product:
Core Customer Value:
Confidence
Features: sweet smelling perfume that will cause sexual attractiveness, notes of salt to resemble smell of sweat Design: Sleek, modern design with gold accents
Packaging: Pink metallic decorative box with wrapping Quality: High end
Brand: Calvin Klein
Product Support: Free samples, free gifts with