We will be assessing the team’s outcome, based on the following criteria: Clear Logic Feasibility & Relevance Creativity Holistic Plan 20% Ground Rules: ) Each team will compete fairly and uphold business ethics. Unfair and unethical acts will be noted and be grounds for disqualification. 2) Each team must send in deliverables by specified deadlines. Failure to do so will be subject to disqualification.
You are tasked with responsibility launching Hugo Boss energies, a new product in the P Fine Fragrance business. You need to prepare for your meeting with he General Manager and present your launch plan for the India You will need to determine the following for India: 1) Launch Timing & Pricing 2) Provide a description of your target consumer (where they shop, their interests). Include an overall description of your core target and then focus your time on understanding your prime prospects. 3) Marketing Plan and its expenses.
Marketing plan should include the activities you plan to conduct during the first year, the budget required and how you will reach your awareness target. 4) Detailed Description of marketing ideas to target your rime prospects 5) Detailed Plan for digital ecosystem prior to the launch with 3% of marketing budgets, you can include Youth Video Campaign/ web / commerce etc, decision on whether to outsource or insecure. Leverage the organizational and vendor insights to understand the following platform decisions: a.
Web – Identify content that has an effect on purchase intent, propose an effective social media campaign for the product b. commerce -? Evaluate the channel presence and the channel strategy 6) Detailed plan on sampling including how can we digitize sampling? What can e done to define target groups and increase samples distributed? 4 BACKGROUND: Background Information on P: In the 1 9th century, William Procter and James Gamble immigrated to America and both settled down in Cincinnati. In 1837 the candle-maker Procter and the soap-producer Gamble founded a new enterprise: Procter & Gamble.
Within less than 25 years, Procter & Gambler’s sales revenues reached 1 Million USED. After 100 years, Procter & Gamble had expanded its product range to soaps, detergents, and paper products. Already at that time the marketing concept was based on competing brands not only outside the many but also within Procter & Gamble. Today, Procter & Gamble operates in the following categories: Fabric & Home Care, Baby Care, Family Care, Feminine Care, Beauty Care, Health Care, Snacks & Beverages. This includes leading brands such as Ariel, pampers, Pentane, and… HUGO BOSS fragrances.
Background Information on P&G Prestige: P&G Prestige is a sub-division of Procter & Gamble covering mainly the fine fragrances products. Within the fine fragrance category P&G Prestige is honored as a strong partner with strong global brands and highly successful marketing strategies and concepts. The brand portfolio developed fast over the years and now takes top ranks on global bestseller lists. The purpose Of the CEO Challenge 2014. 5 GENERAL INFORMATION ON FINE FRAGRANCES: Fine Fragrances is a category where functional product benefits do not really exist but it is more related to image.
One needs to connect a brand with its target group via attitude and clearly defined brand characteristics, in order to build long-term loyalty. Fragrances is about creating dreams not selling functional benefits. Background on HUGO Boss: The Hugo Boss Fashion House was founded in 1923 by Hugo Boss. It became private limited company in 1948, and went public in 1985. This was the Start of a very strong growth phase. In 1987, annual sales were apron $250 million, and by 1 990 this had already doubled. Groups Marriott S. P. A acquired a majority stake in 1993.
Procter & Gamble is the licensee for cosmetics & fragrances. The “World of Hugo Boss” consists of 3 brands: HUGO: urban, trendy, irreverent – “Your fragrance, your rules” BOSS: self- confident, stylish, mature. BALDERDASH’S: the luxury brand from HUGO BOSS introduced in 2002. Currently, the Hugo Boss brand portfolio is as follows: 6 HUGO Equity: HUGO is all about doing things your own way. It’s urban, trendy and irreverent. It’s for people who live by their own rules, not others’. Hence the brand selling line “your fragrance, your rules”.
It draws its roots from the HUGO fashion which is all about dressing to express your own individuality. HUGO Portfolio: HUGO BOSS has different fragrance for different consumers and to meet different needs.