Davidoff Cool Water Marketing Assignment

1.1 menses ProductDavidoff Cool piss 100ml is iconic silver and black bottle with the soft figure of a feminine body and it flawlessly seizes the essence of natural dish antenna and the freshness of Cool body of water, which is precise suitable for the sensual woman. This exhilarating cologne perfectly combines the moist fragrances of citrus, pineapple plant and blackcurrant with the refreshing odor of ocean air. The benefits of the perfume is it washbowl 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 to a fault really suitable to wear the fragrance to the office for a sensation of self-confidence or for cheerful use during striving-free weekends at house. When vitiateers purchase the growth online, some websites offer free shippings and discount if consumers buy from their online shop.If purchasers buy at the retail shops, they usually receive some free perfume samples of forme r(a) kinds of Davidoff cologne. Davidoffs comp each is now producing non wholly perfumes solely correspondingwise body lotions deodorants, body sprays, shower gels and they in addition introduce perfumes not just for women but in any case for men. Women usually use the harvest-festival because this Davidoff Cool irrigate 100ml is specially formulated for women only so most womanish buyers usually buy this overlap to retaliate their needs. Buyers usually do research before obtaining this product by looking up on the cyberspace or get reviews from people who have used this product previously, they would spend quite a farsighted time looking for the product.There are two substitutes products, Davidoff sensual essence and sea rose Cool urine which is as well for women, they would accept the product since most of the elements used in the fragrances are not much incompatible. The freshman aroma was launched in 1984, the brand has baffle one of the most widespread perfume brands and it has been a planetary best give awayer for over 20 years. Cool Water is different from differents because wearers usually explain that these faiences make them happen like they have just marched off of an exhilarating bath or aroused from a considerable swim in the ocean. Cool Water derives in a rectangular semi metallic blue tall box and for label Davidoff is above the flavor title Cool Water.1.2 Current PricingDavidoff Cool Water is in a competitive market situation and the product is in any case a value causal part because many customers and retailers offer a wide variety of tolls. Suppliers distinguish their proposals because there are many online shops proposing at different prices and many retail shops selling at extraordinary numbers 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 evil versa. A rise or fall in price will not drastically scratc h the increase in price of demand and then the quantity reduces wad slightly and vice versa.Business cost play a very vital role in defining the price because they have to support that they are making sure that they are giving the consumer the best price for them to be able to spawn their production cost and make some profit out of it, so that they would be able to bring forth more products without facing any problems like shortage of gold to manufacture more perfumes or new(prenominal) products. The current price is usually close the same as the competitors by setting the price not lower or elevateder than their opponents offer price so that the consumers would see the less difference in price and purchase from the shop that they would like it buy from. Some consumers purchase the product based on the pricing and some based on the product image, features and quality.The behaviors of consumers are based on many different purposes such(prenominal) as individual, emotional, co mmunal and situational and when they purchase more often they become loyal customers. Most of the female consumers do not really care just about the price of the product but what they mainly focal point on is the luxury brand that will offer more individuality, rank and hedonic value than non-luxury trademarks so those types of buyers are willing to pay at any amount to get the product that they want. On the early(a) hand, there are some people who will only buy the creation if the product has high quality, unique features and presentable image because those types of consumers believe that the price that they pay should be worth giving for it.1.3 Current DistributionShoppers cannot purchase the produce straightforwardly from the industry that create it because on their official website they do not sell products but they only distribute their products to stores located in many different countries and cities which allows the buyers to have more chances of buying their product from stores near their places. In capital of capital of Singapore, Consumers can purchase this produce at Isetan, Tang plaza, Metro ne plus ultra and Takashimaya shopping malls that are all located at Orchard Road. Isetan has many branches in Singapore but only Isetan Orchard sell Davidoff Cool Water.Isetan is located at 435 Orchard Road, Wisma Atria, and Singapore 238877. Customers can set off there by bus, train or car since it is situated in the c place down of the city, buyers can go there conveniently. The shopping mall is one of the most popular in the city-state because of its massive varieties, reasonable prices and safe services. Within Wisma Atria, the store carries many types of popular brands like Calvin Klein, , Polo, BVLGARI,DKNY and many more which attracts the customers to visit their mall.Tang plaza is also located at Orchard road, which is not very far away from Isetan just about 3 minutes drive from Isetan. Tang is famous not just because of their wide array of shop ping objects for home but their innovative window displays. It also has many different types of stylish practiceds and services. The department store also provides a huge number of apparels for both men and women. Tangs plaza is very appropriate for everyone in the family unit and with the extensive operating hours until 11pm on Fridays and Saturday, whereall consumers can shop for longer hours. Characteristics of product that influence its dispersion include distributors, wholesaler, jobbers and brokers. The main reason is for all socials to defend their own best benefits in the channel.The main factor when it comes to impelling its distribution is the way the product is gained by shoppers. For instance, perfume buyers usually want to try and see the odor of fragrance first before purchasing them, which sum distribution is going to have to guide perfume testers for them to analyze it before buying the product. Many products are best retailed with the help of a bouncy demo, s o the distribution strategy will have to include some ways of conducting these demonstrations.1.4 Current PromotionTakashimaya is having a packaging for this August for National Day, which includes the store that sells Davidoff Cool Water. It is 20% off for any purchase of any items in the store so, which is a great bargain for all the shoppers in the country. Another recent promotions is the website www.singaporebestsite.com is having a series promotion which worth S$98 but they offer S$49 only if the product is redeem amongst August and September 2013. The product must purchase online in between the redemption period and send their product at via registered mail after(prenominal) a few weeks by giving them a call or dropping an email. These promotions advertisement are all over the cyberspace and also in some of the newspapers and magazine where people can easily find out about their special offers.Both promotions are sending the same message to consumers by letting them know that they are fling the best price for them and the difference between these two promotions would be that the consumers have to travel to Takashimaya to buy the product while the other one offers home delivery without having the buyers to travel to their place. However, both promotions are both advertize through newspapers and magazine based on the massive audience coverage and high production quality. They also advertise by digital marketing because it is directed to a particular target market and also clear positioning. The current theme of the promotion is to make sure that their product fits in with a modus vivendi and showing the consumers that whether it constructs an atmosphere or aura around the produce such as attraction, affection ortranquility and that their product is for everyone all over the world.The business is trying to get as much as attention from the consumers so that they would buy more of their product in the future when there is no promotion period. By also g iving them a piece of mind about how good their product is study with other goods at a lower price. The sales are mainly for women because women tend to get take over with the product they like more than men. There are bear upon and pull strategies in the business world, the push method is to go after the negotiators who push the regulars by offering bonuses and the pull approach is to emphasize discourse on end consumer so they demand the product from the intermediary. 2.1 Definition of the brand positioningPositioning owns a part of consumers awareness and it is not what you organize to the product, it is what you perform to the mind of the viewpoint. Brand positioning is to position a product/service in the minds of shoppers compare to their challengers. It is one of the most significant steps any business can take on the road to the accomplishment. For small businesses, their motivation for the effort itself is usually little because they would rather be managing to the hund reds of other duties asking for their attention. It also brings to light the capability of the goods or services by showing the secondary paths and also reveal new opportunities.Brand positioning distinctly defines the crucial things such as regulating originality by making sure the product is more unique than other products, determining the unique position in the indicated market, classifying competitors because strong and fierce competitors have esteemed power and defining the necessary financial plan to enter the market because it is favorably suggested to pair up with a brand professional or graphic occasion who truly comprehends labeling.2.2 Brand positioning in relation to the brand/productCapabilities of the brand are that the brand is very different from others based on the smell, price, packaging and labeling. It is very well performs by helping the users to last the scent for whole long day, the quality of the fragrance is very high because it was first introduced in the year 1988,which is roughly 25 years since it was released so it already gained consumers attentions since then so the performance standards of this product is high. The customers like the product due to the fact that it gives you the feeling of cool water when they apply on their skin, which helps them to be free from stress and for relaxation. Davidoff products are one of the top brands in the world so when people uses this product they feel imperial and have more confident in the crowd so the customers purchase this product to stand out in the crowd. Customers want them to be seen as people who are rich enough to spend their money to buy the branded products and give others a message that they are rich.3.1 Geographic SegmentationSingapore has a climate, which is categorized by constant temperature and pressure of high humidity and plentiful rainfall. In single month rain is go through but there is no wet or dry season and the weather is always sunny. delinquent to the hot cli mate, people residing in Singapore need perfume that will help them cool down and also refresh them and Davidoff Cool Water can help them by giving them a good start by applying it on the skin in the morning when they go out. Singapores population was approximately around 5,312.4 thousands in 2012 where there are more female residents than men. It is an obvious statement that women go shopping than men so which means the product is suitable for people upkeep in this country. Singapore is also considered as one of the most ontogenesis countries in Asia, so most of the people inhabiting in this country can easily afford to buy a bottle of perfume at a reasonable price.3.2 Demographic SegmentationIn the year 2012, The percentage of working adults in Singapore are 50%, which means those people can make more income then teenagers and senior citizens and when it comes to Literacy and education, the percentage of university graduates is 45.9% in 2011 and the total habit in December 2012 is 3,357.6 thousands. Each and every working adults are almost earning average household periodical income of approximately about S$9,618, which is ahuge amount of income compared with people working in other countries like Myanmar, Thailand and Cambodia and so on.People working in Singapore are very serious and particular about their work so they are very keen to earn money and that is why their country is developing more and more. In Singapore, not just Singaporeans reside in this country but also other ethnic groups also reside in the country such a Chinese, Malays, Indians are others including people from occidental countries like America, Russia, Switzerland and many more but the majority are the Chinese people so with the amount of money that working adults earned each year they can buy Davidoff Cool Water undoubtedly.3.3 Psychographic SegmentationThe routine, everyday behaviors, relevance and ideas on various matters create the characteristic of each group. Lifestyle of p eople in Singapore are mostly stressed out depending on what age they are. For example, teenagers are worried about with their school assignment while working adults are strained about their job and the senior citizens are agitated with the accompaniment cost in Singapore. In order for them to cool down and refresh their min Davidoff Cool Water would be very suitable for them.There are altogether 10 segments in Ryan Morgan Values Segment. Basic Needs, current Conservatism, Traditional Family Life, Conventional Family Life, Young Optimism and Socially Aware represents customers price opportunities, desirability to origination and perceived permissiveness. VALS potpourri states that trendsetters have high assets and high invention while survivors have low supplies and invention. The primary motivations include Ideals such as intellectuals and supporters, Achievement such as highfliers and seekers and Self-Expression such as experiencers and creators.3.4 Behavioral SegmentationBased on newspapers and magazine, people living in Singapore could afford to spend enough amount of money to purchase one or even more bottles of Davidoff Cool Water with their income. The benefits that customers usually expect are the odor of the smell, quality, brand and price of the product.Majority of the woman prefers the good smell of the perfume so that they could feel confident in the crowd after wearing it. When it comes to loyalty people in Singapore are believers they are mostly family and community orientated people who also makes them loyal to their brand so after they started using the fragrance and if they like it, they become loyal to the product. People residing in Singapore not just in the country but also for everyone, price is very sensitive to them, they will search for the stores that offer the lowest price of the product that they would like to purchase so they usually buy products during the period of promotions and sales.