Viva La Juicy Rose | EssayIvy.com

Running head: MARKETING 1

Viva La Juicy Rose women perfume- Juicy Couture for perfume form Modern ladies

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MARKETING 2

Viva La Juicy Rose women perfume- Juicy Couture for perfume form Modern ladies.

Introduction

Juicy Couture is a woman perfumed product produced by the company known as

Fragrantica. As the Callaway suggests, I will begin by saying that when new products achieve

beak through outsiders tends to look it in an essay way. The perfume has been doing well and

usually the leading product in the USA economy. To be successful, the company has passed

through various implementation process to overcome another competitor in the market. Just like

Warm Delight suggest that if marketing decisions are based on traditions and history, also in my

case the Juicy Couture category business would be very small and struggling just as like it is the

tradition of all new business developing in the market because of the stiff competition.

Therefore, this paper will focus on planning, implementation and evaluation of the concept of

traditions and history based on marketing decisions concerning juicy Couture perfumes.

Background

Market Planning Phase

Situation

In a market structure stores such as supermarket and shops competition has been very

high making perfume products business very challenging. The competition has been steered up

by other brands coming in the market with new versions and different prices. The shelves sigh

with different flavors and brands and types bearing in mind that the prices are quite low and the

number of consumers who turn over for this product continues to get smaller. Perfumes

continuous to be traditional goods for social occasions such as valentines. But consumer

MARKETING 3

demands continue to decline as the percentage of household in the US who bought the product

for the past two years continued to decline.

For instance, In the article discussing the Couture perfume prepares for the upcoming

holidays by launching which matches among the holiday editors perfectly. They planned to

describe the product as strong fragrance named as Viva la juicy that comes with glamorous and

grater, pink flacon and a tulle ribbon in the neck of the bottle pinked with gold pendant. The

fragrance is made targeting modern ladies who visuals the world via pink glasses and enjoys the

pink color and glittery dresses. The above description shows that the perfume industry is an

excellent business opportunity since perfumes continue to be parts of traditions involving social

occasions like valentines, but the situations continue to worsen since consumer demand has

usually declined for quite some years

Implementation Phase

Problem

As illustrated by the Winterberry Group (2014) competitive landscape agency continuous

to increase and usually fragmented by the overlapping capabilities such as product design,

creativities, royalty agencies, shopper’s experimental events and media. Advertisements in the

USA economy face the major problem of customers, decline as illustrated by the Winters Group

due to the competition of the Couture product. Considering the market some consumers may be

confused as it is evident from the Winterberry digital media consumption that adoption of digital

media transact union continued to climb as the traditional media maintained the share of their

spending. As illustrated by the GDP graph we can see that the GDP filled down by 1.9 % in one

year. The aim of the winterberry group is to the outlook for the data-driven in the market by

MARKETING 4

giving analysis on corporate strategy, transaction diligence, marketing and data transformation.

The approach taken by the Winterberry group will ensure proper marketing to help fragrance

company dealing with juicy couture product overcome the stiff competition.

The heightened concerns about the fake news also later increased due to the presidential

elections which were on preparations. Therefore, in my opinion, marketers should be conversant

with ways to ensure that fake news are not associated with their product keeping in mind that the

product is targeting modern ladies who continuous to be updated and also these ladies are always

very sensitive since being modern is their key and values much products which they use.

Conversely, fake companies are the other challenge since the product should meet the long-term

requirement of the users.

When other entities not legalized comes with fake products in the marketing and

resembles these products stiff downfall may be experienced since consumers may shift to other

products without fake products. Therefore, my strategy towards dealing with the issue would

first digitalize the product and come up with a way to locate digitalized seals, and in the

advertisement, this would be the first thing to inform buyers about and inform them how to

check if the product was genuine. The product targets modern young ladies hence the description

that should be recommended in the advertisement is about the new flacon design which is

coming with glamorous glittery pink tulle ribbon on the neck and the gold pendant. This would

be a very great approach because it corresponds with desires of the targeted group. Conversely,

the perfume is having a romantic smell and colors which bring the sense of romance through

displays thus creating more attraction even to the unwilling buyers.

During this period elections news were at the hot point hence other advertisements made

by various devices whether tradition or the digital mostly were affected meaning that advertised

MARKETING 5

product information may not be conveyed to the targeted groups. Conversely, the Winterberry

graph on advertising and marketing well illustrates that advertising was above the GDP by two

times multiplied by the growth rate of 6% of the last year. Therefore, all advertising channels

were quite busy meaning that a chance to make advertising on the commodity at this time would

be a challenge to get where to fix the advertisement. Additionally, the pie chart showing the

digital, traditional and offline US marketing shows that advertising and spending were very large

as shown from the Digital gains illustrating that to make advertisement at this point was very

expensive and therefore this might also affect advertisement of the new product coming in the

market.

Alternatives

The name describing perfume product as Viva La Juicy Rose- Juicy Couture for Women

directly caught the attention of the targeted group accompanies by the description abbreviated as

new flacon design with glamorous glittery pink tulle ribbon in the neck and the gold pendant

although it didn't cover what the product targeted I would prefer to explore who the real

customers were since the advertisement aims typically at convincing and conveying message to

the targeted group. In this case, the target group is modern ladies, and therefore I prefer to

change Juicy Couture for women to the Juicy couture for modern ladies.

Advertisement data shows there was the steady increase on marketing cost across

channels sustained offline, meaning that advertisement made through shopper’s market,

teleservices and sponsorship were usually not reliable and at most cases, the advertisement was

not made. Therefore, the digital marketing usually passed TV normally for the first time by 2

billion dollars and continues to increase with 19.9 percent of the YoY growth. The data shows

that advertisement was made on traditional means were very few hence individual received

MARKETING 6

minimum number of people who received information via these channels. Therefore, I would

encourage the marketing manager to choose the digital means since the target group usually are

modern ladies who might not have access or time to associate with traditional aids of conveying

information thus advertisement made by the traditional aids would go as a bigger loss to the

company considering cost the company incurs to make the advertisement. Contrary, assuming

advertisement are made using traditional aids information would be delivered to the wrong

individuals who might not have interest on the advertised product compared to a situation where

the advertisement was made using digital aids that would ensure information reaches the targeted

group.

Evaluation Phase

Evaluation

As suggested by Callaway on the Delight products usually marketing is not an action but

involves the plan. These proper planning marketers can come up with better ways to know which

means are appropriate to use to market their products. Centrally, marketing and advertising

requires innovative ideas such as capability to consider technological factors and analyze them to

ensure that the advertisements are not affected due to the countries state or position as in the

Case of Winterberry group analysis on Advertisement shows that presidential elections really

had impacts on advertisements where costs of advertisement increased and also aids of

advertisement were usually busy.

Considering the situation, marketers should be able to know it is right to make their

advertisement and how to reduce cost which are the basic factor for every business and also

ensure that they are not forced to use the wrong aids of advertisement since other places

MARKETING 7

programs are tight due to the situation. Otherwise, the advertisement made at this time using

wrong advertising agents would be in vain since the information aimed to be delivered will not

reach the target group. Considering our case where the targeted group was modern ladies based

on the nature of our products.

Therefore, Couture perfumes advertisement aimed to increase sales requires the

marketing team to travel throughout USA advertising the product in the open markets across all

cities to ensure that the message concerning the new product in the market is delivered to the

right people. The second step would ensure the product is distributed to the businesses such as

supermarkets and other shops that normally deal with such products. The third step is hiring

marketing retailers who would stock the product at the preferred businesses and appeal to

consumers to like and purchase the product. Every store manager should experience good sales

and be encouraged to keep stores fully stocked with the product.

I would also monitor encourage marketing team to always monitor the displays for

instance if they are kept in their places and are sales increasing when they are present? The

marketing team will evaluate these reports and see if individual’s numbers are trying the product

matches with their expectations and how the manner in which repeated purchase occurs. Finally,

ongoing feedbacks calls from the l Juicy Couture Flagmantic Consumers, and that from Toll-free

consumers information line should also be monitored. If most contacts ask about the same issue,

then that is bad while if consumers call saying thank you and great, then that is good, and this

would be an efficient way of identifying whether purchases of the product are proceeding well or

there should be further investigations

MARKETING 8

Choice alternatives

Considering factors analyzed from by Winterberry Group digital adoption in North

America has become mature on innovation and technology. Therefore, marketers should adopt

the digital marketing. Additionally, all marketing whether owned, earned or paid requires being

optimized for the cross-device experience, for instance, are the companies ready for the internet

of everything. Having considered this and used the correct aids to market the product the

remaining think will be waiting for the consumer's reaction to the product. In this case,

consumers liked not only the Viva La Juicy Rose- but also wanted Juicy Couture for ladies and

now were began to be seen in shops and supermarkets where the product was distributed.

Conversely, targeting modern ladies brought out marketing advantages since the digital aids of

marketing were the only ones reliable during this period of the election in the US.

The major problem remained about the Juicy Couture Perfume for women because shops

and supermarkets were full of Couture's Perfumes for Modern Ladies. Therefore, the marketing

agent was advised to solve the shelving issue by the product purchase point, and advertising

usually displays at the shops and supermarkets since awareness of ladies on Couture Perfumes.

The plan typically worked because changing the name from Couture perfume for Women to

Course perfume for Ladies worked because the targeted group was modern lady’s findings from

the marketing team shown that Juicy Couture for Modern Ladies perfumes beats the Juicy

Couture for Women. Therefore, the displays in shops and supermarkets would be analyzed.

MARKETING 9

Conclusion

In conclusion, planning, implementation and evaluation of the concept of traditions and

history based on marketing decisions concerning juicy Couture perfumes requires the plan and

not an action. Therefore, marketers should implement appropriate plans concerning how to make

advertisements and channels accurate to use for advertising depending on various situations in

the country and also targeted group. Additionally, in a market structure stores such as

supermarket and shops competition has been very high making perfume products business very

challenging. The competition has been steered up by other brands coming in the market with new

versions and different prices. As illustrated by the GDP graph we can see that the GDP filled

down by 1.9 % in one year. The aim of the winterberry group is to the outlook for the data-

driven in the market by giving analysis on corporate strategy, transaction diligence, marketing

and data transformation. Finally, considering factors analyzed from by Winterberry Group digital

adoption in North America has become mature on innovation and technology. Therefore,

marketers should adopt the digital marketing.

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