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03/20/2024
Duftgroupie
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Duftgroupie
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The marketing plan
Attention:
The following story is NOT based on real events and is purely fiction. Any similarities would be purely coincidental. I would also like to include my perspective as a soon-to-be marketing communications professional in this story.
This is my first review with a story, whether there will be more of these or others stylistically in the future is still unclear.
Many thanks to Puderperle in advance for encouraging me to try a literary style.
2022 in the marketing department at Karl Lagerfeld, glorious times are far away.
The absence of the master can be felt everywhere... some of the fashion attracts, some doesn't... but what is missing here is a product that is affordable for "many" & can share a "Lagerfeld spirit" part of its lifestyle and what better way to do this than with a fragrance?
Problem, the current fragrances may look chic as a bottle, but criticism has not been what you would expect from the Lagerfeld brand. In terms of fragrance, they fail...
The Management Board is horrified: "No, no, no... we have to live up to the name "Lagerfeld" again Joop! is on everyone's lips and we?" states CEO P.P.R* with a trembling voice.
Marketing manager Mr. Viral now sees his chance.
"We have conducted market research... popular themes are currently vintage and retro. We can't achieve our sales with vintage, but new products are searched for more specifically and these are shown on Parfumo under New & noteworthy: so we can play on the retro theme."
"Retro? Do you think that works?" marveled the Ceo.
Mr. Viral smiled with the grin of his life. "Oh yes, at Mäurer & Wirtz we've seen that with "Tabac Original Craftsman" they're very successful with an old look and modern distribution... we can keep up with that and use our classic, so we'll attract both the old fans and retain the youth.".
P.P.R turns his skeptical look into an almost tearful smile: "Gosh, that's brilliant... but is this Parfumo even enough" ... "No, it's just a tool in the marketing mix ... we can make much more of it we'll have to see if we can get Jeremy out of the red Ferrari, but of course we can look far DagiBee, Sophia Thiel, Thomas Gottschalk... maybe a few rappers like Sido, Bushido or Eko Fresh and a few reality stars & Wildecker Herzbuben and then we'll sponsor Masked Singer & co... then we can pick up a lot!"
"Great!!!" the CEO's eyes lit up with Euro signs.
Product researcher Klara Testweg narrows her eyes and asks "But then what can we call the product...". The meeting gets louder and the department heads murmur... until Mr. Viral cries out: "That's it... we'll stick with Lagerfeld Classic for the old fans, but we need an addition, preferably something we can show on the outside and moment... Craftsman is grey, we can do that too... and zack Classic Grey, that's it!"
Trainee Lisa-Marie Schnuffel asks: "And how should it smell?"
"Oh no, we can do something, some perfumer will do it, it should have a bit of a classic feel and be very modern... as long as we call the product Classic Grey, we can get away with anything," moans the CEO.
Now the fragrance has been put together a few grasses & herbs combined with sweet-synthetic wood.
The moral of the story, a good approach to complement a classic... but this product is soulless & not comparable in any way to the original.
How the fragrance will prevail or not will be decided by time and personal taste.
For me, this is already a cheek for Lagerfeld Classic, not on a par - more like jumping on a trend without making the effort that a Lagerfeld Classic Grey would have deserved.
Thank you for reading.
*the name of the CEO is not mentioned.
The following story is NOT based on real events and is purely fiction. Any similarities would be purely coincidental. I would also like to include my perspective as a soon-to-be marketing communications professional in this story.
This is my first review with a story, whether there will be more of these or others stylistically in the future is still unclear.
Many thanks to Puderperle in advance for encouraging me to try a literary style.
2022 in the marketing department at Karl Lagerfeld, glorious times are far away.
The absence of the master can be felt everywhere... some of the fashion attracts, some doesn't... but what is missing here is a product that is affordable for "many" & can share a "Lagerfeld spirit" part of its lifestyle and what better way to do this than with a fragrance?
Problem, the current fragrances may look chic as a bottle, but criticism has not been what you would expect from the Lagerfeld brand. In terms of fragrance, they fail...
The Management Board is horrified: "No, no, no... we have to live up to the name "Lagerfeld" again Joop! is on everyone's lips and we?" states CEO P.P.R* with a trembling voice.
Marketing manager Mr. Viral now sees his chance.
"We have conducted market research... popular themes are currently vintage and retro. We can't achieve our sales with vintage, but new products are searched for more specifically and these are shown on Parfumo under New & noteworthy: so we can play on the retro theme."
"Retro? Do you think that works?" marveled the Ceo.
Mr. Viral smiled with the grin of his life. "Oh yes, at Mäurer & Wirtz we've seen that with "Tabac Original Craftsman" they're very successful with an old look and modern distribution... we can keep up with that and use our classic, so we'll attract both the old fans and retain the youth.".
P.P.R turns his skeptical look into an almost tearful smile: "Gosh, that's brilliant... but is this Parfumo even enough" ... "No, it's just a tool in the marketing mix ... we can make much more of it we'll have to see if we can get Jeremy out of the red Ferrari, but of course we can look far DagiBee, Sophia Thiel, Thomas Gottschalk... maybe a few rappers like Sido, Bushido or Eko Fresh and a few reality stars & Wildecker Herzbuben and then we'll sponsor Masked Singer & co... then we can pick up a lot!"
"Great!!!" the CEO's eyes lit up with Euro signs.
Product researcher Klara Testweg narrows her eyes and asks "But then what can we call the product...". The meeting gets louder and the department heads murmur... until Mr. Viral cries out: "That's it... we'll stick with Lagerfeld Classic for the old fans, but we need an addition, preferably something we can show on the outside and moment... Craftsman is grey, we can do that too... and zack Classic Grey, that's it!"
Trainee Lisa-Marie Schnuffel asks: "And how should it smell?"
"Oh no, we can do something, some perfumer will do it, it should have a bit of a classic feel and be very modern... as long as we call the product Classic Grey, we can get away with anything," moans the CEO.
Now the fragrance has been put together a few grasses & herbs combined with sweet-synthetic wood.
The moral of the story, a good approach to complement a classic... but this product is soulless & not comparable in any way to the original.
How the fragrance will prevail or not will be decided by time and personal taste.
For me, this is already a cheek for Lagerfeld Classic, not on a par - more like jumping on a trend without making the effort that a Lagerfeld Classic Grey would have deserved.
Thank you for reading.
*the name of the CEO is not mentioned.
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