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.