The End!!

Finally i have finished and handed in my project!!

I really hope you enjoy it, i feel i have learnt a lot on the subject and the company and i thoroughly enjoyed the unit.

THE FINAL WEEK....

over the this weekend i finished my report!!!!

i wrote a budget and a promotional time plan which was easier than i expected!!

i think that my report is very good, i feel i did enough research to write a confident report on what i felt should do to enter Swarovski into the fragrance market.

i am however annoyed that my computer skills were not that good and i could not make my blog look as appealing and exciting as others!! i will stil try before the deadline on wednesday!

all i have left to do is the contents and front page, bibliography oh and of course cutting down the words!!!!

- Penhaligons

- Penhaligons

i looked at the stores penhaligons as makes lxury fragrances

last week cramming

over the past few days i have been trying to find out prices for all of my marketing communication tools. i have been quite successful however all of my findings are very vague. i have also been ifnishing off writing up my marketing tools i will use. i have touched on all aspects however gone into more detail in 3. i have decided to give some of the profits to a charity that helps stop blood diamonds in Africa. Although Swarovski do not use diamonds in any of their products, crystals are similar!!
i have also been researching watch and jewellery exhibitions Swarovki could sponsor.

i have really enjoyed this last week of finalising all my work as can really see the project coming together.. HOWEVER!!!! i have been having great difficulty in keeping in the world limit.

another problem i have had has been my internet connection at my house does not work so i have not been able to upload as many pictures onto my blog as i'd have liked too.

i will try and make it as interesting and visual as i can before hand in!

progress

over the weekend i started to llok at budgeting my campaign. i found this quite hard as only know vague prices of advertising, photo shoots etc. my budget is going to be around £2 milliion pounds as Swarovski have that kind of moeny to spend. i am not sure yet if i am going to use a celebrity, Swarovski currently have good adverts with models so i will look more into this tommorow.

i am feeling quite confident with the progress of my report. i have chosen my 3 main marketing tools, i now have to consider and write up my action, tactics and control.

yesterday and today i was writting up my pen portrait of my target customer, i also was looking at past fragrance and jewelleryadverts. i feel this will help me as Swarovski have never launched a perfume. i will be able to see what is neeeded for a successful campaign and what ,makes a bad advert. wwww.advertisingarchives.com
Accessorize is one of main competitors in the jewellery market and they use celebrities to endorse their products. their adverts all stand out and they have great campaigns.

today i have been thinking aobut what marketing tools i want to use for my campaign. i have also ben thinking about a budget for it, i know that the Swarovski family have a lot of money to invest into new things in the company so it can be quite big....
Tomorow we are meeting with SAlly to talk about our projects so far, hopefully this will give me more solid ideas to what i want to do to launch my fragrance. i have just finshed writing the macro and micro environment.

over the past week

i have writen a situation analysis of Swarovski and a SWOT of the company at the moment. i have researched a lot into the fragrance market on mintel which has helped me a lot in telling me what companies are at the top of the market etc.

After having many very interesting lectures and classes withv Sally Banes who is great!! i am trying to decide what 3 main marketing tools i am going to use to launch the fragrance.

i have also written a rough structure of my report so i know how much i have to do and when i have to do it!!

I feel that i am a bit behind with starting my project, i feel i have a sufficient amount of research but need to be more motivated to start the assignment, i hope that in the next week i will meet with you and talk about what i have done so far so i know if i am on the right track and then i can crack down writting the main body!

Moet et Chandon with Swarovski

Moet & Chandon is the world's leading champagne brand. With the region's extensive vineyards and several centuries of expertise, the Moet name guarantees consistent quality across the range. Enjoyed by aristocracy and celebrities alike, the brand embodies on overwhelming sense of style. It is unsurprising therefore, that Moet & Chandon, the ultimate Champagne, is consequently on everyone's lip.

Moët Sparkles Up for any OCCAssion … and shows off its brand new clothes!
Available in 2007:
Moët & Chandon introduces the latest limited edition crystallised collection, created exclusively with Swarovski.

Available for the first time in both a full-on-fabulous jeroboam and in our perfectly formed Mini Moët, we are covering this celebratory champagne with beautiful crystals.

The ‘Moët Swarovski Collection’ has been created to add a bit of sparkling glamour to any special occasion and should be shared in a romantic tête à tête, enjoyed with friends and family, or purely as an eye-catching addition to the festive season.

The technology used to create this bottle is unique and was co-created by Moët & Chandon and Swarovski. ‘Crystal-it’ technology has been produced to withstand contact with water.

The Past week...

Over the last week i have been doing lots more research on Swarovski and competitors in the fragrance market.

i have got lots of relevant information from mintel and fame which will help me to find my exact target customer.

i have decided to make my fragrance one of a LIMITED EDITION and perhaps do something in collaboration with Moet et Chandon as in the past the two companes coming together has ended in success.

SWAROVSKI'S COMPETITORS

According to website http://www.hoovers.com/swarovski/--ID__58379--/free-co-factsheet.xhtml Swarovski's main competitors are,

ARC International
Steuben Glass
Waterford Wedgwood

These companies all sell ornaments and crystal wear however are not very well known to the general public and the target market i'm aiming my fragrance at. I therefore feel that these should not be their competitors, Swarovski is in a different league, appealing to women and men of all ages all over the word. i think that their compeitiors are

Tiffany & Co
Mikey Jewellery
john Lewis
Selfridges

Swarovski is sold in all huge department stores and many small ornament and gift shops, this is why i think their competitors are completely different.
Swarovski not only has its stores but desigers for clothes which appeal to a more luxury market icluding endless celebrities who want the swarovski logo or crystals on everything.

over the weekend....

i have been gathering lots more information on Swarovski
i recorded some short video clips on my camera from the focus group i held and the questionnaires i got people to fill in. i thought it would be fun to upload these however i dont no how!!
ive been trying to put a pretty background on the blog and some music....this wasn't very successful!

SWAROVSKI FASHION ROCKS FOR THE PRINCES TRUST 2007

i thought i would put some pictures and information about this event as it is taking place this week... Thursday 18th october and is sponsored by Swarovski!! This shows us what a high status brand Swarovski brand is, its luxurious, worn by everyone and FABULOUS!!

Swarovski Fashion Rocks was the culmination of a whole weekend of crystal-encrusted celebrations and high-octane glamour, using almost 2 million crystals. In what was almost a giant house party for the world's glitterati, the Swarovski Fashion Rocks guests were escorted from one Riviera style happening to another, starting with a Saturday night party on board the Candyscape, property magnate Nick Candy's yacht. On Sunday night, there was wine tasting at the world's most prestigious wine cellar at the Hotel De Paris a choice of dinner at the boutique hotel, Port Palace, or the magnificent barefoot drinks and supper party, thrown by Topshop, on Philip Green's three storey yacht, the Lionheart, or both, followed by the pulsating Swarovski party at Jimmy'z, Monte Carlo's celebrated nightclub, where guests danced until dawn.

It's only Rock n'Roll, but the message was clear 'Swarovski Crystals - the ultimate fashion rocks!'

Academy award nominee Uma Thurman will co-host Swarovski Fashion Rocks for The Prince’s Trust 2007. Uma will join Samuel L. Jackson in hosting the spectacular live fashion and music event.

Following massive success in London in 2003, and Monaco in 2005, this year’s event promises to be more outstanding than ever. The line-up will feature shows by international designers, accompanied by performances from the world’s top music artists: multi-Grammy award winning R&B singer Alicia Keys; NME’s ‘coolest person in rock’ Beth Ditto, singing with The Gossip; multi-platinum sultry soul-singer Joss Stone; London’s favourite Lily Allen; 80’s new romantic legend Marc Almond; twice BRIT nominated Razorlight, fronted by fashion trendsetter Johnny Borrell; award-winning super producer and artist Timbaland; and many more to be announced.

Confirmed designers include Armani, Burberry, Calvin Klein, Chanel, Christopher Kane, Dolce & Gabbana, Marchesa, Stella McCartney, Valentino, Versace and Yves Saint Laurent.

Elizabeth Saltzman, Chairperson of Swarovski Fashion Rocks for The Prince’s Trust, says “After 20 years' friendship and watching her immaculate style and fashion in both her private and public lives - from the first purple Prada dress she wore to the Oscars - Uma really wears the clothing, the clothes don't wear her. Uma has charisma and knowledge, it's what makes her so real - she is it - and who better to front such an event.”

Nick Scott, Executive Producer of the event, adds "We are thrilled that Uma Thurman has agreed to co-host this year’s event. Uma is regarded as one of the most versatile actresses of her generation and is renowned for her impeccable sense of style both on and off-screen. Uma’s ethereal personality holds audiences captive worldwide, and her long-standing friendship with Samuel L. Jackson will make the pair an incredible team in hosting Swarovski Fashion Rocks for The Prince’s Trust 2007.”

"Swarovski is proud to sponsor this year’s event," Nadja Swarovski, Vice-President of International Communications for Swarovski confirms, “We are delighted that Uma Thurman will co-host this year’s Swarovski Fashion Rocks. Uma is the ideal woman for the job - she combines style and beauty with natural charisma. Swarovski have a long established relationship with the legends of Hollywood, and it is fantastic that we can continue this with Uma Thurman and Samuel L. Jackson, two of Hollywood’s greats.”

Fashion Rocks for The Prince's Trust: The history
In London in 2003 and Monaco in 2005, Fashion Rocks held sell-out audiences spellbound with a scintillating fusion of catwalk and concert, pairing the world's top designers with music heavyweights. Both events exceeded all goals for money raised and publicity.

Preparing

Today i have been starting to do my SWOT analysis of Swarovski. also getting research from the internet on any social, economical etc (P.L.E.E.S.T.I.C) information. it has been quite easy to find this information which i am pleased about as when i have researched previous companies i have found it hard getting relevant information. my next task will be to start the 7P's and find out some of their financial background,

i am going to try and upload some graphs and a copy of the questionnaire i made!!

The last of my brands i researched was Swarovski, a personal favourite of mine! When walking down Oxford Street the other day i saw a big double decker bus with a poster for the 'Fashion Rocks for the Princess Trust' and i though this is the company i want to do my assignment on!

I went onto Swarovski's website and saw they dont have a fragrance at the moment which got me even more excited!!

Events

Swarovski have many events promoting their own products/company and for others. it is used by a huge market.

New York Fashion Week with Swarovski
Swarovski supports New York's brightest fashion talent and launches Atelier Swarovski – an exclusive range of accessories.More

2007 Toronto International Film Festival
For the 32nd international event, Swarovski is back on stage with the exclusive Red Carpet Collection.More

Lighting up the London Design Festival 2007
From September 17 to 25, 2007, Swarovski Crystal Palace will lend a sparkle to the London Design Festival 2007. More

Fashion Rocks glitters with Uma Thurman
Uma Thurman and Samuel L. Jackson host the spectacular live fashion and music event Swarovski’s Fashion Rocks for the Prince’s Trust.More

Swarovski moves “Past Forward”
Swarovski set Beijing a glitter with a celebration that gave a nod to the past while casting a laser eye to the future.More

A glimpse of the current Swarovski collection
The best of Swarovski’s autumn / winter collection 2007 Soul of Time – The Epic of Light was presented in a breathtaking backdrop.More

Naomi rocks for Swarovski Fashion Rocks
Renowned model Naomi Campbell and photographer Nick Knight, support The Prince’s Trust with Swarovski.More

Swarovski at the Fashion Awards in New York
On the night of June 4, 2007 CFDA Fashion Awards fascinated all of Northern America.More

When thinking of a 'luxurious fashion brand' i thought id think outside the box and as Jon said, fashion can be anything people use as an accessory or in everyday current life such as an IPod; the has to have MP3 player or a car; the MINI in any colour!!

I thought mini could be quite fun as i thought of many fun and exciting PR stunts and the design of a fragrance bottle. Many ideas came into my head and i thought this could be the company for me however.... I dont like MINI's and want to make a luxurious brand that reflects things i personally like and know i would buy! I do however think mini is a good company to choose, it attracts consumers of all ages and has not currently got a fragrance. Not for me though!

Cartier is another company i thought i'd consider and research. When asking a group of young women and men what company i should choose many of them said Cartier when thinking of a luxury brand as they thought Cartier did not already have any fragrances. i took this into consideration and went onto their website to find they have quite a few already.

"In 1981 Carier creates its first perfume and Must de Cartier is born. Cartier is not content just to 'roll out' another perfume on the market, it literally revolutionises the concept. Always ahead of its time, Cartier designs a rechargable perfume bottle, for who could even think of throwing away a Cartier creation?!"

Ichose to stay clear of Cartier too becuase they aim at a very small high end market and i want to make my perfume available to a wider audience.

Cartier sponsor many huge events all over the world to promote their products and other things. From the pictures above and by looking on this link we can see that Cartier can range to a wide age group, all celebrities though as it is a super luxurious and expensive brand!!

http://www.style.com/peopleparties/parties/thumb/061207LOVE/new

The Prestigious manufacteurer of timepieces and jewellery hasd many distinctive features: remarkable quality, creativity and a successful blend of innovative design, modern technology and traditional craftsmanship.

Chopard is one of companies i have been researching as i feel it is one of the most luxurious brands ever and i personally love it!

When researching them i found that they already have a huge variety of women and men's fragrances so i felt that i did not need to look into this compnay in more detail.

I have posted some pictures i found on the internet from Chopards website and you will be able to see how glamorous the brand is. The list of celebrities who wear their products is endless and i felt the market they aim their products at is not where i want to be focusing my project on.


Chopard collaborates and sponsors so many events all over the world such as The Cannes Film Festival every year, Elton Johns parties, The Prince Charles Foundation and many more.

My options

Over the weekend i have been researching the few companies i may choose, although i am almost certain i want to use Swarovski.

Today i have created a small questionnaire to ask women and men of all ages what they think of the 4 companies, and some generall questions on their competitors and their thoughts on luxury brands, which already have fragrances. i feel this will furthur my knowledge on the fragrance market and help me target the right audience. This will also give me more general knowledge so i can start to creat a customer profile.

Research

I am going to try and post some pictures and video clips of my research as i go along, this will give you more of an understanding as to why i choose the company i do!

Company

At this current time i have many ideas in my head of which brand i should chose however i want to be certain to chose a solid brand and where the information is easily accessable. The more information i can gather on a company the better my project will be!
So far i have in mind.....
- Chopard
- Swarovski
-Cartier
-Mini

Chopard and Cartier already have fragrances but i feel i can improve them.
i will be narrowing it down to one over the next week

Choosing a company

When given this assignment on Friday i was very excited and enthusiastic to start researching a company that does not already have a fragrance as the posibilities were endless! i wanted to chose a company that no one else would and therefore started to brainstorm!
I have to take into consideration the current competition so on saturday 6th october i went up to the West end; into Selfridges and the surrounding central areas to look at luxury brands and what they had to offer to the fragrance market, My conclusion was that nearly every luxury brand has one or more fragrances.