Final Project

Mission Statement

Our goal here at Applique is to have every woman feel confident and beautiful; have her walk into a room where all eyes are on her; leave her feeling sensational and on top of the world.

With our romantic blend of bergamont and pomegranate, you will begin your day with a spring in your step and end it with butterflies in your stomach. Relive this perfect day with Appliques newest parfum intime.

Objectives

Applique's main objective is to have every woman feeling confident and beautiful. We would like to achieve atleast 15% of the total market share of womens frangrances. We hope to achieve a major licensing agreement with top department stores such as; Dillards, Nordstrom and Bloomingdales. This goal is to be achieved by winter 2011.

SWOT


Strengths
Right services, quality and reliability.
Superior event outcome vs competitors.
Some staff has many years of experience
Have customer lists.
Management is committed and confident.

Weaknesses
Customer lists not tested.
Some gaps in range for certain sectors.
We would be a small player.
Limited budget.
Customer service staff needs appropriate training.


Opportunities
Could develop new concepts.
Local competitors could be overpriced
Profit margins will be good.
Could extend to other states.
Can surprise competitors.
Support core business economies.
Could seek better supplier deals.

Threats
Market demand very seasonal.
Retention of key staff critical.
Could distract from core business.
Possible negative publicity.
Vulnerable to reactive attack by major competitors.

Marketing Strategy

Our target market is women ages 22 to 35. Women of this age group go through many life changing experiences. Graduating college to settling on a career to beginning a family. Women need the reassurance of feeling confident and beautful, and that is what Applique is here for. Applique is here for those times in a womans life when she needs that extra reassuring moment. Applique is going to market themselves as an on the go parfume intime that is there when you need it the most. After the first six months, we are going to expand the line into nourishing body creams and aromatherapy candles. Stress less, play more will be our lines slogan.

The initial price for the parfum intime will be at a competitive price of $49.50, so it will be affordable for everyone. When the nourishing body cream launches we will have a promotion of "Buy the parfum intime, and get the body cream for $10." At full retail, the nourishing body cream will be $29.50.

The parfume intime bottle will be in a box that resembles a thimble, as for the bottle itself it will be a fragrance tube standing at 4.5 high and 1.5 wide.

Week 10 EOC Volkswagen

1. On May 28th, 1937 the "Gesellschaft zur Vorbereitung des Deutschen Volkswagens mbH" company is founded, and on September 16th, 1938 it is renamed "Volkswagenwerk GmbH". In early 1938, in what is today Wolfsburg, work begins on construction of the Volkswagenwerk plant which is to house production of the new vehicle designed by Ferdinand Porsche.
2. In September 1998, in recognition of the events of that time, VOLKSWAGEN AG established a humanitarian fund on behalf of the forced labourers compelled to work at Volkswagen during the Second World War. By the end of 2001 more than 2,050 people in 26 countries had received humanitarian aid from the fund.
3. On February 17th, 1972 Volkswagen breaks the world car production record: with 15,007,034 units assembled, the Beetle surpasses the legendary mark achieved by the Ford Motor Company's Model T, popularly known as the "Tin Lizzy", between 1908 and 1927.
4. In June 1983 production of the second-generation Golf begins. The car is designed for a largely automated assembly process, and in the specially erected final assembly hall, designated Hall 54, robots are deployed for the first time in vehicle manufacture.
5. In August 2002, at Volkswagen Slovakia, a.s. in Bratislava, mass production of the Touareg, a luxury-class off-road vehicle, is started, marking the Volkswagen brand's move into an entirely new market segment.
6. In 2007, the Group increased the number of vehicles delivered to customers to 6.189 million (2006: 5.734 million), corresponding to a 9.8 percent share of the world passenger car market
7. In Western Europe, the largest car market in the world, almost one in every five new cars (19.5 percent) comes from the Volkswagen Group. Group sales rose in 2007 to 108.9 billion euros (2006: 104.9 billion). Profit after tax in the 2007 financial year amounted to 4.12 billion euros (2006: 2.75 billion)
8. The Group is made up of nine brands from seven European countries: Volkswagen, Audi, Bentley, Bugatti, Lamborghini, SEAT, Skoda, Scania and Volkswagen Commercial Vehicles.
9. Each brand has its own character and operates as an independent entity on the market. The product range extends from low-consumption small cars to luxury class vehicles. In the commercial vehicle sector, the product offering spans pick ups, busses and heavy trucks.
10. The Volkswagen Group sells its vehicles in more than 150 countries.

EOC Week 8 My USP Compared to Others

Victoria’s Secret Pink All Over Body Mist- Fruity & Bright
Smell pretty in PINK. This refreshing all over body mist leaves skin lightly fragranced with a fruity and bright scent.
Smells so bright with fruity blackberry and vanilla.



L.A.M.B. Fragrance by Gwen Stefani Spray
Her debut fragrance—Gwen Stefani's iconic style goes beyond music, beyond fashion and beyond boundaries. Her signature fragrance is a fusion of masculine and feminine with a luscious floral scent that bursts with sparkling freshness and then wraps you in the warmth of sensual musks.



Abercrombie & Fitch Ezra Perfume for Women Eau De Parfum Spray
Ezra Eau de Parfum defines the classic heritage of Abercrombie & Fitch fragrance. Sophisticated and sexy, this captivating fragrance opens with bright apple and the finest quality Italian bergamot. Ezra then intricately reveals beautiful mid-notes of Chinese peony, Rose de Mai, and cashmere woods. This modern floral fragrance is perfectly casual, yet undeniably luxurious.





My USP Appliqué would compete with these three other USP’s because they all have a similar scent. The one thing that they all have in common though, that will help Appliqué stand out is accessibility. Fruity & Bright is sold either in Victoria’s Secret, Bath & Body Works or online. L.A.M.B is only sold in department stores and is only sold for a limited amount of time. Ezra is sold only in select Abercrombie locations. Appliqué will be available online, department stores and boutiques that are accessible to everyone, and will not be sold for a limited time.

Appliqué will leave you feeling energized and desirable. Its unique use of aniseed and pomegranate with the splash of citrus has you entranced with its aromatic touch of romanticism.