Davidoff cool water marketing assignment
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
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