In September 2006, five smart, young women from the United States, Morocco and France came together to establish “Media 5”, the classiest advertising agency on the Côte d'Azur. “Media 5” is an agency focused on promoting products for women that the five founders believe are superior in quality and style. The agency is currently working with the globally recognized, luxury brand, Bulgari, to launch a new fragrance. Bulgari is a classic company that was established in 1884. Inspired by the timeless beauty of Greek and Roman art, it has its origins are in the Italian jewelry business; however, over the past decade Bulgari has extended its reach of products to include watches, handbags, ties, scarves, eyewear, fragrances, hotels and resorts. Bulgari culture is based on quality and excellence with their ultimate goal being the full satisfaction of their customers. The four main points on which their concept of excellence is based are, outstanding quality, distinctive style, outstanding products and customer delight.
[...] From 1990 to 2000, the turn-over for companies in the perfume industry was increasing at the rate of 10% each year; but turn-overs have only been increasing at a rate of per year since 2000. Social context Social and cultural environments also have a large influence on this sector. The history and the image of a brand, which customers often interpret based on their social and cultural realities, are extremely important for the brand label. Even though the brands have long been established in the market, they want and need to adapt their ads to a new demand. [...]
[...] There will be a sample of the fragrance attached to the advertisement. The advertisements will be printed in these magazines one month before product release and will continue to be printed each month over the next year so as to continually remind the target of our product. Television We will advertise on television during primetime hours, which is when our target, a woman with a job, is available to watch. Our commercial will air during Sex and the City and Desperate Housewives, as well as during other shows whose primary audience is the same as our target audience and more specifically, on stations including TEVA, France 2 and TF1. [...]
[...] This can be seen through the considerable increase in the launching of new perfumes (from 1994 to 2004 +200%). This same year, the launching of about 300 perfumes represented 10% of the turn-over of the total national sales of perfume. However, the demand is as segmented as the offer is: we can find perfumes for men, women, teenagers and kids. This market is becoming increasingly competitive; thus, the success of marketing and advertising campaigns is fundamental for the success of these luxury goods. [...]
[...] We think that this product is within the Bulgari brand tradition of luxury, but that it is also a strong and sensible addition to their established fragrances as it brings into play a new theme (romance) and a unique scent (liquorice). We believe that its versatility will be welcomed by the target audience. We chose this material and size for the bottle based on its physical appearance. We see it as a model of elegance and purity that reflects qualities desired by our target audience. [...]
[...] It helps to further the image of Bulgari as a luxury brand and to tie this image with the new fragrance's image as a romantic and luxurious scent. The perfume bottle design also echoes the sophisticated, romantic and pure style of all Bulgari products and it adds to the tone of Our advertisements use emotional appeals that draw upon our target audience's social and psychological needs. Personal feelings to which the ads appeal include love, affection, happiness, pleasure, safety and security. [...]
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