Klein's Marketing On The New Fragrance Xtacy example essay topic

XTACY TM The Power of All Senses The New Fragrance From Calvin KleinSeher Farooq Contents 1.0 Executive Summary 32.0 Terms of Reference 43.0 Introduction 54.0 Situation Analysis 4.1 Market / Industry Analysis 74.2 PEST Analysis 84.3 SWOT Analysis 134.4 Market Opportunities 165.0 Marketing Strategy 5.1 Marketing Objectives 185.2 Market Segmentation and Targeting 195.3 Market Positioning 196.0 Marketing Action Plan 6.1 Product 256.2 Place 256.3 Price 266.4 Promotion 276.5 Marketing Budget 297.0 Control 7.1 Feedback 308.0 Appendices 8.1 Appendix 1 318.2 Appendix 2 578.3 Appendix 3 598.4 Appendix 4 619.0 References 67 1.0 Executive Summary This report contains the findings of our exploration into the teen fragrance market, and our subsequent proposals the launch of a new women's fragrance by Calvin Klein. The women's fragrance market is a very lucrative one with competition from big name designers, such as Christian Dior and Gucci, High Street stores such as French Connection, mail order companies such as Avon, lingerie stores such as Agent Provocator and Chanel Thomas and even big names celebrities are launching their own range of fragrances. Early research had indicated that Calvin Klein was suffering from a lack of initiative in designing fragrances for the young target market. Thus the aim of the research carried out, was to produce a brand new fragrance form Calvin Klein for the 16-21 year old age range, in order to enhance Calvin Klein's market position in the young fragrance market. In order to analyse the market of 'young fragrances' and be able to meet the needs of those consumers to whom the fragrance is being targeted at, three focus groups were undertaken to collate information on out target market's tastes and preferences on fragrances. This primary research was then followed by secondary research of a thorough analysis of the competitors faced by Calvin Klein serving the same market.

This information then helped form the context of a SWOT and PEST analysis, which looked at the external influences faced by the market for fine fragrances, and the strengths, weaknesses, opportunities and threats of Calvin Klein. This market analysis, followed by the marketing action plan, lead to the launch of a new fragrance XTACY - the power of all senses - which was designed to meet the needs of market to whom it is being targeted it at. 2.0 Terms of Reference This report has been commissioned by Unilever who have appointed marketing consultants to investigate the market for fine fragrances, with particular research and investigation into Calvin Klein. They have been appointed to peruse the external influences on the fine fragrance industry by carrying out a PEST analysis.

They have also been commissioned to analyse and assess the current position of Calvin Klein by undertaking a SWOT analysis of the organisation to decide where its strengths and weaknesses lie relative to it's competitors. A marketing strategy for Calvin Klein will also be included to establish its objectives and also the market it will be targeting, with reference to Calvin Klein's marketing mix, and tactics for launch in the first year. From the results of the situation analysis and marketing strategy, systems will be composed to the monitor the progress of Calvin Klein's new product with reference to the marketing objectives to ensure it's survival in the long-term. 3.0 Introduction When the modern perfume industry began, many fragrances had a life expectancy of thirty years. In today's fast-paced world, however, only the most outstanding fragrances last more than ten years. We at Calvin Klein have decided to launch a new perfume targeted at the youth market 16 - 21; this is to be launched under the brand name of the company.

This perfume will be known as XTACY. Our perfume will provide a gap in the market that has not been found with many competing brands that are targeting the youth segment. CK themselves have not produced enough variety for the youth market, which we feel they need to extend. We felt that even though it was possible for classic scents to continue to rule, they had to come in to a lighter version, possibly including new personal care products.

In 1998, companies extended their lines to essential body collections. This is an important strategy of ours to include body care products and to extend our portfolio, instead of just offering the perfume for sale. Women tried to define femininity their own way, either with gentle scents or returning to the oriental, for example Carolina Herrera's 212, for young women. Marketing will be an important aspect of XTACY including the exclusiveness of only being able to purchase this perfume for the first two weeks of its launch in Selfridges. XTACY will be unique in that the product will be at a price the consumers of this age group will be able to afford, but still retain Calvin Klein's name as one of the leading brands in the luxury industry. Undoubtedly, a successful marketing mix should influence the consumer to activate positive knowledge on the product when exposed to it, which is what we are trying to achieve.

Calvin Klein has shown itself capable of reaching the green star more often than many of its competitors, and that is one of the key reasons the company has thrived ever since its calm founding in the late 1960's. This will also show with the introduction of XTACY onto the market. As stated in one magazine: 'Never before had a new brand had such an impact, topping the list of men's and women's fragrances in virtually every one of its launch markets. ' Our product XTACY with its unique fragrance, packaging and exclusive marketing will allow us to compete for the youth market of today, with the use of Calvin Klein's brand name. Today's teens are brand-conscious, fickle consumers wielding enormous purchasing power.

Their estimated 2002 spend on personal care products alone is $9.5 billion. We are addressing undeserved yet lucrative sub-segments of the youth market for the consumers of today, and for tomorrow. Targeting the youth market with their disposable income who spend relatively freely will give us the opportunity to create loyal lifelong customers, for the future. Allowing us to target the consumers at their youth stage, will give us the step towards them becoming brand loyal for the rest of their adulthood. 4.0 Situation Analysis 4.1 Market / Industry Analysis Market Characteristics - The female fragrance market is worth $20 billion dollars, however the market is in a decline. One segment that continues to be growing within the overall decline of the market is the 16-19 age range of fragrance consumption. o Market Potential - Calvin Klein is one of the world's most highly recognizable brands alongside brand such as Coke and Levi's.

The immense success of CK One, with its unique selling proposition and distinctive marketing strategy has been reported widely in the media. For example, Calvin Klein used various outlets for distribution alongside conventional retail stores that stocked perfumes, i.e. record stores. o Customer Analysis - The customers CK will be targeting in their campaign will be 16-21 year old females. Not only is the 16-19 age range of female perfume buyers the most successful, the added scope of targeting customer up to the age of 21 will allow a much larger target market. o Competitor Analysis - Through the use of market research in the form of three separate focus groups (see appendix), the following competitors have been identified in relation to Calvin Klein and the target market aimed at. The following table shows these competitors and the price of their products. Brand 50 ml 75 ml 100 ml Rush -Gucci lb 24 lb 45 N / ralph - Ralph Lauren lb 25 N / a lb 34 She / Elle - Emporio Armani lb 29.50 N / a lb 44.50 Addict - Christian Dior lb 34 N / a lb 55 Chance - Chanel lb 28 N / a lb 38 Coco Mademoiselle - Chanel lb 34 N / a lb 49.99 Tommy Girl - Hilfiger lb 24.99 N / a lb 34.99 Table to show competitors and their price so Distribution Analysis - Fragrances are sold in many retail outlets as well as online. The following is a comprehensive list of all outlets that sell fragrances.

1. Department Stores 2. Supermarkets 3. Pharmacies 4.

Specialist Fragrance Stores - for example, Sephora and The Perfume Shop 5. Company Own Stores 6. Duty Free Shopping 7. Internet sites - for example web and web Local markets 4.2 PEST Analysis 4.2. 1 Political Trade practices of counterfeit products and fake perfumes being sold on the streets particularly in the London area could cause our product to be overshadowed by a downgrading demeanour by consumers. A recent GANG report shows that brand counterfeiting results in the direct loss last year of more than 17,000 jobs across Europe - 4,100 of them in the UK alone, and that 10% of consumers purchased fake designer perfume. o Our company will need to be aware of the legislation that affects marketing our product.

One legislation act to be aware of is the Fair Packaging and Labelling Act (1966), which requires manufacturers to state what, the package contains, and who made it. o Issues of being socially responsible, for the company to be aware of not offending ethnic groups, racial minorities, or special-interest groups. o There is no legislation in effect for companies like us, charging increased amounts for our perfumes compared to other countries e.g. the USA Why is that the identical products that retail in the USA are 60-70 per cent cheaper than the UK? The answer is simple; exploitation of our market to charge the highest prices possible. The European Trademark directive has given brand owners the tool to achieve this aim. It has in real terms legalized anti-competitive practices. 4.2.

2 Economic Downturn in retail expenditure. Retail sales growth Growth in retail sales volumes into February was weaker than in recent months. Three monthly growth rates into February were weaker for all sectors except for textiles, clothing and footwear stores. Growth rates for clothing and footwear stores were comparable with those reported in the second half of 2002, but were below those reported earlier in 2002. Prices in non-food stores continued to fall in February. In the three months to February 2003 retail sales grew by 0.6 per cent compared with the previous three months, and by 4.6 per cent over the same three months a year ago.

These growth rates are lower than those reported throughout most of 2001 and 2002, apart from those affected by the Jubilee. Looking at monthly data, retail sales showed a fall of 0.1 per cent in February, the second consecutive monthly fall. In value terms not seasonally adjusted retail sales in February were 2.6 per cent higher than February 2002. o High employment o Data for the three months ending January 2003 show a rise in the working age employment rate, a fall in the unemployment rate and a lower growth rate in average earnings. In a comparatively flat labour market, the trend assessments for recent months are that the employment rate has been increasing, the unemployment rate has been decreasing and earnings growth has remained moderate.

(Refer to appendix 8.2. 2 for continuation of analysis.) 4.2. 3 Social Lifestyles are a major influence on the products people consume. With changing lifestyles, comes a change in what people consume. Some products are a daily necessity like soap and toilet paper, however in times of economic downturns, some people may resort to using economy brands rather than luxury brands for these necessity. For example, they may shift to a supermarket own brand of soap rather than Dove.

Fine fragrances are considered a luxury good. One may consider doing without in times of financial hardship. o The change in populations also needs to be considered when launching any new products, whether they are fine fragrances or not. With people living longer and more people enjoying a better quality of life, products need to be tailored to suit specific people. o The product being considered by Calvin Klein in a fine fragrance for the 16-21 age range of women. This market segment is highly influenced by their peers whether in school, college, university or work. o The 16-21 age range is also extremely influenced by celebrities. The last ten years has seen a much higher celebrity usage in advertising campaigns and promotions such as David Beckham and more recently George Clooney for Police Sunglasses. The results of the focus group show which celebrities the target market associate most with.

Some celebrities include, Britney Spears, Jennifer Lopez, Misteeq, Ms Dynamite and Shakira. o Consumers are becoming more environmentally conscious and there has been a rapid advance is the number of products that are consumed that are refillable. The perfume industry has also created bottles that are refillable in line with the demand for such products. 4.2. 4 Technological In a world of rapid innovations and constant changes, technological advances are at the forefront of businesses today. Organisations need to review the impact of new technologies upon their activities.

These can affect the production methods employed by the organisation, or the products and services offered for sale. Technology today is continuously producing more and more substitutes and cost savings for services and products to be marketed. Technological changes are advancing in the market for fragrances. Technology has resulted in the availability of re-fill fragrances to allow consumers to have re-fills for their fragrances, providing cost-saving measures to both the industry and the market of consumers.

It has also provided customers with more choice and variety, and has saved the resources for the materials used in producing the bottles for fragrances. Furthermore, technology has provided vast improvements to fragrances in terms of the degree and strength of the smell of the fragrances from the eau de toilette, to eau de par fum, and now the availability of concentrated par fums on their own. These advances, although increase prices, provides a much longer-lasting scent. Such technological advances in the concentration of fragrances has resulted in cost savings in terms of materials used to produce fragrance bottles, since concentrated par fums require less application, and thus smaller quantities being produced using smaller bottles, saving money in terms of production and materials. In addition, technology and technological advances in materials for fragrances, has resulted in the development of new bottle designs and shapes, from the simple glass bottle with plastic cap, to the more recently advances body-shaped colourful bottles with jewellery, for example the fragrance from Jean-Paul Gaultier. These advances and developments have widened the market for fragrances attracting more consumers.

It has also enhanced the marketing ad campaigns to market the fragrance in a way appealing to the target consumers. The introduction of samples has enhanced the ways in which fragrances can be marketed and sold. Technology has led to the development of attractively designed and 'chic's ample fragrances, for example the sample for Angel, which could act as the E.S. P of the fragrance. The Internet is also one of the biggest technological advances taking place, where fragrances can be marketed, bought and sold on-line for ease and convenience of the customers. These advanced techniques and developments which help the marketing of fragrances, may seem costly, however, given the benefits they offer in terms of the marketing which enhance sales and boost profits, it results in most fragrance companies improving both their marketing and financial position not to mention that some of these technological advances have resulted in certain cost-saving measures.

Given this, it is evident that technology within the fragrance industry is continuously improving, resulting in the industry beginning to improve its' market position, and more importantly, providing the best products for customers as they can. 4.2. 5 Environmental Consumers are becoming more aware of the effect businesses are having on the environment. This means that businesses need to be in line with government regulations on matters such as waste disposal and chemical emissions. Pressure groups such as Green peace and Friends of the Earth campaign heavily on such issues. o For the Fragrance industry, where the majority of expenditure is on packaging, companies need to consider introducing bottles that are refillable.

New bottle designs by brands such as Angel, Hugo Boss Duo and Gucci Rush, all feature a refillable bottle concept. o Animal testing is also an issue that businesses in the cosmetics and fragrances have great resistance to. Animal testing is campaigned about vigorously all over the world. Therefore, companies need to be aware of the adverse effect product testing on animals could have on their brand image. One such company that has suffered from public criticism for animal testing are Max Factor cosmetics. 4.2. 6 Legal All fragrances have to be labelled according for legal purposes. Ingredients must be carefully categorized and the amount of liquid also needs to be clearly stated, i.e. 50 ml or 75 ml. o For legal purposes, images used in advertising campaigns and promotional need to be cautiously selected so as not to cause offence.

However, many fragrance advertisements contain images of a sexual nature, and results of the focus groups showed that the target market approved of such images as they portrayed images of danger, sexiness and passion; the essence of the new fragrance being investigated by Calvin Klein. 4.3 SWOT Analysis 4.3. 1 Strengths Calvin Klein. Forget the man, just think about the name. One can easily place a bet on the fact that the majority of people either possess some item that says Calvin Klein, or knows someone who does. That is what we call branding, and it is a testament to his work.

Calvin Klein, the marketing genius, has achieved the kind of worldwide distribution of his products that only a handful of companies like Coke have been able to achieve. After a brilliant and provocative ad featuring Brooke Shields in the 1970's, his name became synonymous with designer jeans. Nowadays, he is famous for his underwear line, his extensive line of perfumes, the All-American look, and sticking to tradition, his provocative ads. After nearly 30 years in the fashion business, Calvin Klein has cemented his reputation as one of the most powerful and influential people (and brand names) in fashion. His talent as a designer has never been put into question. With his minimalist sophisticated styles, Calvin Klein has been able to keep both men and women of all ages stylish with simple and elegant clothes.

Not only a fashion visionary, Klein has also become known as a marketing genius who changed advertising by continuously pushing the envelope a little further. His controversial ad campaigns started in the late '80's with the Brooke Shields ad, to the waif y Kate Moss model ling Ck One and his lingerie / inner wear line in the '90's. Klein has become notorious for the nudity, blatant sexuality, and use of underage, prepubescent models in his ads, which have not hurt his success in the least. Known as 'Calvin the Conqueror' and as one of Time's 25 Most Influential People in America, and thanks to his minimalist designs for urban socialites, provocative advertising, and visionary ideas, Klein has become a 20th century icon. (Refer to appendix 8.2. 1 for continuation of analysis) 4.3.

2 Weaknesses Within the fragrance industry, Calvin Klein has turned into one of the world's most recognisable brands - along with Coke, Pepsi, Kodak, and Nike. However Calvin Klein's successes must not overshadow its' weaknesses. Calvin Klein's approach to the way its' products are marketed has caused controversy. It was Calvin Klein's marketing approach that brought a mix of sexuality and masculinity into men's fashion and also its fragrances. Over the years, the messages from the television commercials and the images on the advertising prints put Calvin Klein under constant scope of critics, and publicity scrutinised as a product that bases its's success on selling sex. As public outrage over these images has caused Calvin Klein to pull the campaign, and perhaps even more ludicrously, brought about a Federal probe of whether or not these images constitute child pornography.

Just about a year ago, Calvin Klein launched a series of print and TV ads that were, according to almost every critic who reviewed them bizarrely and upset tingly reminiscent of child pornography. Even for a public made blas'e by exposure to CK's many other provocative images, the seediness of this latest effort proved just too much. Such controversy has dented the image of Calvin Klein and the ability of its' marketing campaigns to sell its' products and fragrances due to the degree of opposition it was met by, it can be argued that CK has a weakness in using appropriate advertising campaigns to sell its' products. Although CK has been successful in launching a range of fragrances, it has not produced enough variety of fragrances for the 'young' market. The image and brand name of Calvin Klein also seems to be in trouble since many associate it with being old and 'a thing of the past', and has not done enough to revive its brand name and image. It will thus be required to spend a considerable amount of money on advertising expenditure to restore itself and further its position in the market for fragrances. 4.3.

3 Opportunities Teen's interest in fragrance, according to a Youth Market study conducted in 1999, is at its most intense between the ages of 16 and 19. o The age range, which our perfume is targeted at i.e. 16-25 year olds, is also the biggest user of perfumes (see bar graph below), and so a huge potential market is out there to 'exploit'. Coupled with this is the fact that very few fragrances have been specifically marketed at this age group, perhaps with the exception of Ralph, by Ralph Lauren, Chance by Chanel, and CK one, which is in essence a 'borderline' teen fragrance. This means that this age group has in the past responded to the marketing of fragrances, which do not specifically target them. Clearly an opportunity for direct age group marketing exists.

It seems absurd that so little of this has gone on in the past. o Annual spending by this age group is rising far faster than any other. Most of the money they spend, according to research done by the marketing group ECRM, is raised through part-time or full time work, and a growing number of 18-19 year olds in particular now own a credit card. Despite the fact that most do some form of work, their parents still contribute a substantial amount to their income. Teens therefore have more than ever before to spend on themselves. Brands are at the moment trying desperately to tap into this potentially hugely rewarding market. o This generation also uses a far more diverse range of technology than before, which means that marketers are able to specifically target sub-groups, making the marketing of a product more cost-effective. We know for instance that teens are the biggest viewers of MTV, and users of chat rooms and MSN messenger.

This means that whereas before the growth of internet use and more teen specific broadcasting, marketers were largely confined to advertising on whatever channels were available, now they are able to cost-effectively target through new mediums e.g. E 4, MTV, and more teen specific magazine titles as well as teen chat rooms etc. o 84% of this group use magazines as their number one information source, therefore this is clearly a favourable media to use when marketing. o Teens are spending more and more time on the net and less in front of the TV. This is useful to know as TV advertising is far more expensive than net adverts, and also tends to be more audience specific e.g. If you wanted to market a new energy drink, then it would make sense to for instance advertise on a fitness related site such as. com. 4.3. 4 Threat so Some consumers may not wish to purchase our product, due to the specific market segment we are targeting, e.g. the 16-21 age group. o There is the increased competition with other competing companies who are trying to become the market leader in this market segment. The only company at present at which we feel we are competing with for this is Ralph Lauren. o We should be aware that in our marketing plan we need to take into account the 4 ps of the rival firms.

These firms are anyone in the perfume industry that could be a threat, companies such as Channel, Gucci, Valentino and Ralph Lauren as mentioned above. o There are no restrictions with any new market entrants entering the perfume industry or any existing companies bringing out a new product to compete with ours. This could restrict current and future profit levels, and reduce our market share. o A competing product could also lead to our company being forced out of the market, by extensive marketing campaigns, advertisements and price-cutting with our product. o If our product is being imported from abroad, then issues such as strengthening currency could make imported competition less expensive and exports more expensive. Though if this situation was vice versa then it could lead to our product becoming relatively expensive compared to competitors importing their perfumes into the country. 4.4 Market Opportunity We have decided to extend the product range for Calvin Klein by introducing a new perfume to their existing collection. Calvin Klein already has an established market with their brand name known world wide due to their huge clientele. This will allow our product XTACY to be engulfed into their large customer bases who only associate themselves with this brand, and who are brand loyal.

This will permit us to leap into the industry at a higher level and to compete with other known brands, for the target segment we are encouraging XTACY at. The key demographics we are looking at in particularly are age, which we feel will be between 16 and 21, and will give us the gap in the market we can fulfil and implement with XTACY. This we feel is our market opportunity in targeting this age sector and competing with current competition, which we feel at present, is on a small scale. This is also shown in general by the current retail figures showing that in the last three months since February 2003 there has been an increase in retail sales by 0.6%. This shows that consumers are purchasing more items, which will encourage the launch of XTACY by these increasing spending figures. In today's society consumers are becoming increasingly sophisticated due to the proliferation of new prestige fragrances and are finding fragrances have become more accessible due to the increase in discounted brands.

XTACY has an, 'unique selling proposition,' which we can use consistently in our advertising and promotion. Our perfume brand proposition is to allow for female consumers in their late teens to be able to purchase a perfume that will be fresh, young and vibrant and give them confidence as a young independent person. This perfume will also be distinctive, chic, stylish, and utterly modern. We will sell our perfume based on "emotional values" and will encourage our users to fantasize the 'benefits of a more satisfying and fun lifestyle, acquired by using our particular brand. XTACY will fulfil the market industry by the use of developing the teen market interest in fragrance, which we know is the most intense between the ages of 16 and 19, according to a youth market study. These marketing messages will allow the consumer to be able to identify this with our associated product.

5.0 Marketing Strategy 5.1 Marketing Objectives Marketing objectives are the marketing targets that must be achieved for the company to achieve its overall goals. A firm's marketing objectives need to reflect the firm's long-term aims / mission. Objectives work best when they are clear, achievable, challenging and - above all else - when staff believe in them. To fit all these criteria, the firm must root the objectives in market realities. Marketing objectives should not be set until the decision makers have a clear view of current behaviour and attitudes. This requires a lot of market research into customer usage and attitudes to the different products they buy and don't buy.

Through the use of the marketing research carried out (see appendix), the team was able to identify key areas of concern that needed to be addressed in order to satisfactorily set a suitable marketing strategy. These finding are as follow: 1. Increase product differentiation - this is the extent to which consumers see your product as different from the rest. It is key to ensuring that customers buy your product because they want to - not because they you are the cheapest. It is a major influence on the added value and therefore profit margins achieved by the product.

To increase product differentiation requires a fully integrated marketing programme. Objectives must be set which separate your product from its rivals. These include: o Advertising which will be built upon image building. Focus group results showed that the target market for our product was highly sceptical of the Calvin Klein brand, associating it more for men than women.

This was found to be a direct effect from the Calvin Klein brand name adorning men's boxer shorts. o An integrated marketing programme focused solely upon the relevant target market. For example, advertising will be conducted using mediums assessed specifically by the target market, i.e. Glamour magazine. 2. Launch fragrance into the market by August 2003 and to have 100% of distribution outlets stocking the good within the first 2 months - in order to increase awareness of the product amongst the target market, it is important to follow up the initial launch of the female fragrance with continuing advertising.

This will be through the use of periodic advertising to develop and maintain usage. For company that own major brands such as Calvin Klein it is essential to take a long-term view. Large firms think a great deal about their corporate image and the image of the brands that they produce. They may stretch their brands a little, to attract new customers. o Launch female fragrance placing focus on customer feedback. This will provide information on usage, channels of distribution and impact on the brand. Has the image of a solely manly brand been diminished or does attention need to be more focused on this goal? o Launch a men's fragrance based on the essence of the female product.

This objective will only be put in action of feedback is positive on the female fragrance. A men's fragrance will be considered after a minimum of 6 months retail on the female fragrance. 5.2 Market Segmentation and Targeting The total market, within which we are operating, is that of the female fragrance one, within which there has been vastly varying sales performance. Whereas, according to a number of marketing surveys this actual market as a whole has been in decline, there is one segment which has managed to buck the trend, growing year on year far quicker than any other. This segment is the teen to mid twenties one. The team have decided that since few fragrances have been specifically marke ted towards this age group, despite sales continuing to rise considerably year on year, we should specifically target females between 16-25 years.

Within the total market therefore, this is the segment, which we shall seek to as it were 'reach out to. ' We are however as a team acutely aware that people who do not fit into this category may purchase the product, either for someone who fits this bill, perhaps as a gift, or even for their own personal use. This would clearly be a bonus either way. This product is therefore distinguished from the competition, firstly because it is the first Calvin Klein fragrance to target this market, and secondly because there is very little direct competition currently. This segment is shown to have in the past bought fragrances directed at other market segments, as few if any designer fragrances have targeted / appealed specifically to their age group. Our fragrance marketing, message, name, packaging and bottle design will all be of appeal to these consumers.

Our extensive research into this segment, which has included a number of focus group sessions, designed to gain feedback, ideas, likes and dislikes as well as star ratings of both our own fragrance and our competition, have enabled the team to gain a detailed insight into the behaviour al and psycho graphic variables of the group (see below). Coupled with this invaluable insight, is the fact that three members of the team actually fall within our target market themselves. This means that we are in 'tune' with our market and are able to effectively relate to and understand it. (Refer to appendix 8.3. 1 for in-depth examination of market segmentation) 5.3 Market Positioning In order to see how our fragrance compared with that of competitors, a research was carried out on 90 individuals from the general public and our focus groups to obtain their opinions on the characteristics of our fragrance and those of the competitors including Chanel Chance, Ralph Lauren, Tommy Girl and also CK one as a border line fragrance. The average results of the 90 candidates were then plotted on a series of star diagrams each representing the different fragrances and conclusions drawn from it.

To obtain an unbiased view of the fragrances it should be noted that the research was conducted from a range of individuals in the 16-21 year old age range from the public and the focus groups. For reasons of clarity and ambiguity the average of opinions was chosen to be represented since it is difficult to draw conclusions from a series of 90 axes diagrams representing five different fragrances. The characteristics chosen in order to obtain individual's opinions on the fragrances were: Bottle Design - This is very important since bottle design is one of the key features of a fragrance, which determines whether it would sell, and one of the key features, which draws customer's attention to a fragrance. Obtaining opinions therefore on the attractiveness of different bottle designs is thus an important factor to consider. Advertising Campaign - This is extremely important when it comes to launching a new product. In certain ways advertising plays a key role in determining a profit or a loss to the organisation launching the new product.

It is also important to see how well different advertising campaign catch consumer's attention. Price - Because the age group 15-21 year olds is being targeted, price is very important since many of the individuals from this age range are likely to be students on a limited budget, thus pricing will be one of the important determining factors in the purchasing of a fragrance. Smell - Of all the characteristics listed so far, smell can be argued to be the main component in the sale of a fragrance. Smell is what at the end of the day people are looking for and thus determine whether or not the fragrance will be purchased.

Obtaining differences in opinions on fragrances and whether or not it meets their expectations is a relevant factor to consider. Packaging - Although packaging may not be one of the key characteristics individuals will be looking for when deciding to purchase a fragrance, it still plays an important role since 'appearance makes an impression'; and since most fragrances are purchased as gifts, then packaging continues to play a vital role. Name - Name is something, which subconsciously has an indirect affect on individuals wishing to purchase a fragrance. Names of fragrances if "catching" combined with bottle design will encourage the consumer to test the fragrance lead to its's ale.

Accompaniments - This refers to things such as shower gels, deodorants etc that may determine an increase in sales. If certain fragrances are very popular, the launch and availability of its's ub-products would appeal to the public. Uniqueness - Many fragrances today, are being criticised for a scent that is too similar to another fragrance. Uniqueness refers to how different a fragrance is in terms of ad campaigns, name bottle design, and all other characteristic listed above. 5.3. 1 Results: Chanel Chance: Tommy Girl: Ralph Lauren: CK One: XTACY: From an analysis of the above diagrams representing the sample group's opinions of the characteristics of the above fragrances, it can be argued that XTACY was in the lead than those of its' competitors. The key differentiators were the name, bottle design, advertising campaign and packaging, which made XTACY better than it's competitors, it can be argued that this is because this product is designed in a way which is 'eye-catching' to the target market and thus in terms of appearance including bottle design, name and packaging XTACY is deemed to be successful.

One downfall may be that the price was not as cheaper than some of its competitors like CK 1, despite this XTACY is still a fragrance affordable to the target market. Given the uniqueness of the new fragrance many of the sample said they would purchase XTACY even if the price was set higher; this would also enable CK to recoup its costs of advertising campaign and creative bottle design including packaging. And from this it can be concluded that XTACY is in the lead of competition in the market for 'young fragrances. ' 6.0 Marketing Action Plan 6.1 Product The product being launched is a new fragrance by Calvin Klein, aimed at the young female market aged between 16-21. After much primary and secondary research, the fragrance has been designed to meet the needs and expectations of the target market. XTACY, the new fragrance by Calvin Klein, is one, which is able through its name only to stand out from its competitors.

The name, XTACY, is mysterious and is designed to represent the market of individuals being targeted. A name, which screams out excitement, fun, joy and power, and a name, which certainly has more strong representation and expression than leading competitors such as 'Tommy Girl' whose name, has not a deep impact on the same market being targeted. XTACY, has been designed to have a fresh, clean yet sweet scent, a scent which appeals to most young females aged 16-21, a scent which is not strong or overpowering, yet a young fresh scent with a hint of sweetness, out-doing competitors fragrance such as Chanel Chance which is not as appealing to the target market due to the stronger scent, which has been commonly associated with an older age group. Furthermore, the bottle design of XTACY, the new fragrance by Calvin Klein, is deigned to be of a long, narrow rectangular see-through plastic, with a pink coloured liquid fragrance, and bold metallic silver branding of XTACY coming vertically down from middle to bottom of the side, on one side of the bottle, and from top to middle on the other side representing a unique design.

The pink coloured liquid fragrance, thus representing the feminine touch, and the bold metallic silver branding representing the theme of power, danger and passion, an affect, which the fragrance is intended to have. Such a design is appealing and representative to the young market, which also stands out from competitors such as 'Ralph Lauren' whose bottle design, does little to represent the theme of the fragrance or the affect it is intended to have. In addition, the packaging is designed to be of the same shape, and design of the bottle, yet with shimmery silver colour all over and bold black branding of XTACY. Such packaging represents the theme and intended affect of XTACY on the outside, and the actual fragrance bottle, representing the feminine touch of the fragrance on the inside. An affect, which is contradicting, yet full of expression. A design, which is unique and outstanding of those of competitors; and a fragrance, which is representative of the target market.

6.2 Place Our perfume will be introduced to the public in the following action plan: -o XTACY will be launched in New York City in Macy's department store; this is where our product will be exclusively sold for a period of two weeks. o Two weeks after this initial launch we will introduce our perfume XTACY to the London market. This will be by launching the fragrance in one of the most prestigious department stores in the capital, Selfridges. This will also take into affect the other two Selfridges stores in the country, these being the stores in Manchester and Glasgow. o After this progressive four week span, our fragrance XTACY will be sold in every department store and perfume shop in the UK and globally. This above plan does not take into account the pre- introduction of our new perfume; this event will be initiated, with the involvement of MTV in Times Square, New York. The same time as this event, we will be promoting the forthcoming of our new fragrance for women, by advertising in two of Selfridge's windows. Our action plan shows that the distribution of XTACY will firstly be exclusive and selectively distributed, and after the four-week time plan will move to being intensively distributed, by selling it in every store.

Places where consumers will be able to purchase this fragrance will be through the shops, and the use of e-commerce. We will be setting up our own website web where consumers will be able to purchase the fragrance on-line as well as visiting stores via the internet, where they will be able to make their purchases. 6.3 Price We have assessed the fragrance prices of our competitors in the following graph, and as a result came up with the price plan for our products. We set the target of coming into the market below the price of our competitors. We decided to sell our 50 ml bottle at lb 22.95 and our 100 ml bottle at lb 32.95 in the UK.

Our US prices are as follows $25 for 50 ml and $32.50 for our 100 ml bottle. The reasons for this are that we wish to undercut our competition, but also our bottles are refillable. It will cost lb 13.95 to refill a 50 ml bottle and lb 18.95 to refill a 100 ml bottle. A 50 ml bottle in the states to refill will cost $12, and 100 ml will cost $16. Variations in price reflect the willingness of UK customers to pay more for their goods than their US counterparts, and we shall unashamedly exploit this fact. The objectives of our pricing plan clearly reflect our need to both make a profit, and get a return on our investment, whilst also; through our more competitive pricing establish a strong market share.

Our pricing also reflects the fact that the perfume bottles, which we sell, are refillable, we therefore expect a lot of revenue to come in from customers refilling. This should, together with our strategic price plans enable the fragrance to survive the onslaught of competitors. Our customers needs are also taken into account by our pricing strategy, as our target market are not high earners, the refillable option in particular caters for their needs, as it takes the costs out of what is in essence a repeat purchase. Initially, use our existing counters at top department stores to launch the product. After this opening period however we will begin selling to other stores. As our product is in essence a luxury good, it does not react in the market place like a normal good / an everyday commodity would.

Due to the fact that fragrances are classified as a luxury, XTACY would be price inelastic to demand in that any changes in demand whether it be an increase, or decrease would have no affect on the price of our product. On the other hand, an increase in consumer income would result in an increase in demand for the fragrance purely because it is classified as a luxury good and individuals would have more disposable income to spend on such goods; as a result our product is income elastic. 6.4 Promotion Promotion is all about communication. It is about telling potential customers about the product. The aim is to persuade customer to buy the product. It should be informative, persuasive and reassuring. 6.4.

1 Role of promotion 1. Awareness - promotion is necessary to create awareness. 1.2 It has been decided that a month prior to the launch of XTACY, a teaser campaign will be launched to spark consumer interest in the product. This teaser campaign will feature unknown models as well as Britney Spears to create a sense of mystery of the fragrance. It is hoped that the fragrance will generate 50% awareness of product within first month. 2.

Interest - during this period, the fragrance will be positioned in the market paying special focus on its connection to target market. This young, fresh, sexy and exciting fragrance will be promoted using mediums relevant to the specific target market of 16-21 year old females. 2.1 Results of the three different focus groups showed similarities in the target markets lifestyles and choices of advertising mediums that they thought were effective in promoting goods and services. In particular, women's fragrances in magazines were considered to be the most effective way of promoting a fragrance, especially with the advertisement contained a 'scratch and sniff' panel. 2.2 Lifestyle analysis showed that 95% of the target market watched music channels, mainly owed by the MTV network. Therefore, television adverts will be played more on these types of channels, rather than on terrestrial television.

It is hoped that 65% of the target market will interested in the product. 3. Desire - this period is used to create favourable feelings towards product 3.1 Convincing consumer that this is better than their current favourite fragrance is one of the main focuses in this period. Using celebrity linkage in the form of Britney Spears and a planned concert sponsored by XTACY, it is hoped that a positive attitude towards the product will be created. 3.2 Special promotional activities will take place world wide, with a US launch taking place in Times Square in association with MTV and a European launch in London's Selfridges which will entail a visit by Britney to promote the fragrance as well the two main front window displays of the store containing real-life models as a publicity stunt linked to the fragrance. Competitions to be models in the activity will be broadcast on radio stations throughout London.

4. Action - this is the period in which action is encouraged. 4.1 Competitions in magazines to win the fragrance alongside 'scratch and sniff' adverts 4.2 Distribution of samples in concert arenas where artists associated with the product will be performing 4.3 Internet chatroom on web featuring live web chats with artists, such as Britney Spears. 5. Build loyalty - in this period advertising is broken up to develop and maintain regular usage of the product 5.1 Special events such as MTV music and movie awards will be sponsored by XTACY 5.2 Limited edition fragrances bottles will be launched as well as special promotions during the summer, over Christmas and for Valentines' Day.

6. Message source - our chosen celebrity for the main advertising campaign is Britney Spears. She has been chosen a result from the findings in our focus group, which showed the target market was influenced by her style. Other celebrities will be used to maintain awareness further on in the marketing action plan for special events.

Propositions for promotional activity are based on the marketing launch plan. (For the comprehensive launch plan refer to appendix 8.4. 2.) 6.5 Marketing Budget It is important to remember when setting a marketing strategy, that an appropriate marketing budget be available to accomplish all goals set. The following spreadsheet looks at all marketing expenditure in regards to the launch of XTACY. All figures have been amassed following research into the field (refer to appendix 8.4. 3). Marketing Budget For XTACY Teaser Campaign lb 2 million Britney Spears lb 12 million Use of Selfridges Windows lb 500,000 MTV Coverage for launch in Times Sq lb 5 millionSponsorship of Concerts lb 1 millionSponsorship of Awards lb 5 million Samples lb 500,000 Website - Develop and Maintain lb 100,000 Glamour Magazine Advertisements lb 4 million Vogue Magazine Advertisements lb 4 million Billboards in New York & London lb 8 million Television Advertisements lb 4 millionMacy's Advertising lb 1 million Total lb 47.1 million 7.0 Feedback and Control In order to evaluate the success of Calvin Klein's marketing on the new fragrance XTACY; both internal and external measures would be taken.

Internally, the sales figures would be analysed to see whether: o The sales figures met the set expectations of how many should be sold, o The company made any profits on the sales of Xtacy Sales were high enough to cover the marketing costs This will thus take the form of quantitative method of analyzing the success of the marketing. After a quantitative analysis, the sales figures would be set against the budget and if sale figures were not as high as expected, then the company would have a choice of: o Increasing the marketing budget to make changes to the method of advertising or alter the mediums used to advertise the fragrance, o Or if marketing expenses are too high and sales do not cover the costs of marketing, then the company could take out one of the less successful mediums used to advertise the fragrance and spend more time enhancing the ways in which the other mediums are used to advertise the fragrance. Externally, the company could carry out market research on individual aged 16-21 who have either heard of the fragrance or bought and used it, to obtain information on: o What they think of the fragrance, o Did it meet their expectations, o Was it well marketed o What changes could be made to the marketing techniques in order to help sell the product better, o Did the marketing methods adopted it encourage them to gout and test or purchase the fragrance This will thus take the form of qualitative method of analyzing the success of the marketing. From the information obtained, the company can make changes to enhance or alter the marketing methods in way better suited to the target market, which would have a greater impact on the individuals, being targeted, and sales. 8.1 Appendix One - Market Research 8.1. 1 Complete set of results from focus groups Results From First Focus Group - Friday March 21st 2003 St. Marylebone School Year 10 Identifying Favourite Colours Light Blue Red Pink Lilac Lifestyle Analysis Celebrities: Miss Dynamite MisteeqClothing: Topshop Miss Selfridges Jane Norman Miss Sixty Designers: Tommy Hilfiger Burberry Moschino Diesel Levi's Louis Vuitton Music: R'N'B Garage Hip-Hop - '50 Cents' and 'Ja Rule " Magazines: Glamour Elle Heat Cosmopolitan J 17 / J 19 Mobiles: Pay As U Go - most popular tariffs were 02 and T-Mobile Overstated amount of money spent on monthly bills and top-up vouchers (Peer pressure?) Socialising: Clubs (Use of fake I. D's) Starbucks Shopping - Oxford St, Kensington High St Travel Majority Travel Christmas and Half-Term Duty Free Shopping In-Flight goody bag to provide sample fragrance Favourite Fragrances Gucci Envy Flower by Kenzo Burberry Weekend Ralph by Ralph Lauren Tommy Girl Angel Ghost CK One Versace (Blue Jeans - Men's Fragrance) Advertising Liked Emporio Armani Gucci Rush Ralph D & G J'adore Burberry Romance Advertising Disliked Gloria Giorgio - So?

CK One Intrusion - Oscar de la Renta Glamorous - too boring even though Penelope Cruz is in the adverts. What Captures Your Attention? Bottle design Name Smell Jewellery, but cannot be tacky. Refills T. V, magazines, billboards M.T. V Get away with more in magazines than on T. VNames? Messy Heavy Rowdy Speed Energy (N.R. G) Ecstasy Evolution Impossible Prices Spend on average lb 40-lb 50 on fragrances (Is amount overstated?) Mostly given as presents Outlets Selfridges - free gifts Sephora The Perfume Shop Not Boots The CK Brand Association with underwear Needs a lot more work on it? Boring Bottles Preferred Jean Paul Gaultier Gucci Rush Anna Sui Ultra Violet Funky, different, innovative.

Results From Second Focus Group - Wednesday March 26th 2003 St. Marylebone School Year 10 Identifying Favourite Colours Light Blue Red Pink Lilac Silver Lifestyle Analysis Celebrities: Britney Spears Missy Elliott Shakira Clothing: Topshop Miss Selfridges Miss Sixty KookaiDesigners: Christian Dior Iceberg Juicy Couture Diesel Levi's Louis Vuitton Music: R'N'B Garage Hip-Hop - '50 Cents' and 'Ja Rule " Magazines: Glamour Elle Heat Cosmopolitan J 17 / J 19 Mobiles: Pay As U Go - most popular tariffs were 02 and T-Mobile Overstated amount of money spent on monthly bills and top-up vouchers (Peer pressure?) Socialising: Clubs (Use of fake I. D's) Starbucks Cinema Shopping - Oxford St, Kensington High St Travel Majority Travel Christmas and Half-Term Duty Free Shopping Favourite Fragrances Gucci Envy Ralph by Ralph Lauren Cool Water Allure - Chanel Coco Mademoiselle - Chanel Versace Baby Pink Rose Romance - Ralph Lauren Elizabeth Arden - 5th Avenue Advertising Liked Emporio Armani Gucci Rush D & G J'adore Christian Dior Addict Romance Advertising Disliked Gloria Giorgio - So? CK One Intrusion - Oscar de la Renta Hugo Duo What Captures Your Attention? Refills T. V, magazines, billboards M.T. VNames? Special Secrets Energy Joy Angelic Prices Spend on average lb 40-lb 50 on fragrances Mostly given as presents Outlets Selfridges - free gifts given with purchases Sephora The Perfume Shop Boots Duty Free The CK Brand Association with underwear Very bland More for boys Unexciting, boring Bottles Preferred Jean Paul Gaultier Angel Anna Sui Addict Results From Third Focus Group - Friday March 21st 2003 King Fa had Academy Year 11, 12 & 13 Students Identifying Favourite Colours Light Blue Red Pink Lilac Silver Black Lifestyle Analysis Celebrities: Jennifer Lopez Shakira Julia Stiles Cameron Diaz Britney Spears Clothing: Morgan Miss Sixty Diesel French Connection Therapy @ House of Fraser Top Shop Designers: Christian Dior Gucci Moschino Louis Vuitton Fendi Ice Jeans Versace Music: R'N'B Arabic Hip-Hop - '50 Cents' and 'Ja Rule' Latin Magazines: Glamour Elle Heat Marie Claire Vogue Cosmopolitan Mobiles: Pay As U Go - most popular tariffs were 02 and Vodafone Many students were now on monthly contracts and admit to spending too much on texting and calls every month.

Socialising: Clubs - Exclusive bars and clubs. Entry through friends. Starbucks Shopping - Oxford St, Kensington High St, Harrods, Selfridges, Kings Road. Most money was spent on shopping from monthly income Eating out at least once a month Travel Majority Travel at least once a year Christmas and Half-Term Duty Free Shopping Favourite Fragrances Flower by Kenzo Christian Dior - Addict Ralph - Ralph Lauren Romance - Ralph Lauren Gloria - Cacher el Coco Mademoiselle - Chanel Issey Miyake - L'eau D'Issey Boss Women - Hugo Boss Rush - Gucci Advertising Liked Issey Miyake Emporio Armani Gucci Rush Ralph D & G J'adore Addict Romance Advertising Disliked Gloria Giorgio - So?

CK One Intrusion - Oscar de la Renta What Captures Your Attention? Bottle design Name Smell T. V, magazines, billboards Celebrities associated with brand Names? Impossible Sexy Passion Prices Spend on average lb 40-lb 50 on fragrances Mostly given as presents Like the idea of gift sets Outlets Selfridges - free gifts Sephora The Perfume Shop Duty Free The CK Brand Association with underwear Needs a lot more work on it? Too masculine Bottles Preferred Jean Paul Gaultier Gucci Rush Anna Sui Ultra Violet Addict Issey Miyake 8.1.

2 Women's Fragrance Best Seller List 1998-2002 Best seller (Top 10) / USA in 2002 (Women) 1 BeautifulEstee Lauder 2 Clinique HappyClinique Labs 3 PleasuresEstee Lauder 4 Romance Ralph Lauren 5 Chanel No. 5 Chanel 6 TresorLancome 7 Cashmere Mist Donna Karan 8 MiracleLancome 9 Intuition Estee Lauder 10 Ralph Ralph Lauren Best seller (Top 10) / France in 2002 (Women) 1 Angel Thierry Mugler 2 Chanel No. 5 Chanel 3 J'adoreChristian Dior 4 Lolita Lempicka Lolita Lempicka 5 Flower by KenzoKenzo 6 ShalimarGuerlain 7 Opium Yves Saint Laurent 8 Paris Yves Saint Laurent 9 Allure Chanel 10 TresorLancome Best seller (Top 10) / Europe in 2001 (Women) 1 Chanel No. 5 Chanel 2 Angel Thierry Mugler 3 Allure Chanel 4 J'adoreChristian Dior 5 CK One Calvin Klein 6 Jean Paul GaultierJean Paul Gaultier 7 TresorLancome 8 NoaCacharel 9 Opium Yves Saint Laurent 10 Flower by KenzoKenzo Best seller (Top 10) / USA in 2001 (Women) 1 BeautifulEstee Lauder 2 Clinique HappyClinique Labs 3 PleasuresEstee Lauder 4 Romance Ralph Lauren 5 MiracleLancome 6 Chanel No. 5 Chanel 7 TresorLancome 8 Tommy Girl Tommy Hilfiger 9 Ralph Ralph Lauren 10 White Diamonds Elizabeth Taylor Best seller (Top 10) / France in 2001 (Women) 1 Chanel No. 5 Chanel 2 Angel Thierry Mugler 3 J'adoreChristian Dior 4 Allure Chanel 5 ShalimarGuerlain 6 Flower by KenzoKenzo 7 Opium Yves Saint Laurent 8 Jean Paul GaultierJean Paul Gaultier 9 TresorLancome 10 Paris Yves Saint Laurent Best seller (Top 10) / Germany in 2001 (Women) 1 Chanel No. 5 Chanel 2 Jil Sander Sun Jil Sander 3 Cool Water WomanDavidoff 4 TresorLancome 5 Allure Chanel 6 Deep Red Hugo Boss 7 Emporio (Armani) ElleGiorgio Armani 8 SensationsJil Sander 9 CK One Calvin Klein 10 CasmirChopardBest seller (Top 10) / U.K. in 2001 (Women) 1 Chanel No. 5 Chanel 2 Allure Chanel 3 Jean Paul GaultierJean Paul Gaultier 4 Deep Red Hugo Boss 5 BeautifulEstee Lauder 6 Aromatics ElixirClinique Labs 7 Anais AnaisCacharel 8 PleasuresEstee Lauder 9 1881 Nino Cerruti 10 HappyClinique Labs Best seller (Top 10) / Italy in 2001 (Women) 1 Chanel No. 5 Chanel 2 J'adoreChristian Dior 3 Allure Chanel 4 CK One Calvin Klein 5 Angel Thierry Mugler 6 MiracleLancome 7 Aromatics ElixirClinique Labs 8 TresorLancome 9 Opium Yves Saint Laurent 10 Acqua di GioGiorgio Armani Best seller (Top 10) / Spain in 2001 (Women) 1 Eau de Rochas Rochas 2 Anais AnaisCacharel 3 NoaCacharel 4 Aire Loewe Loewe 5 CK One Calvin Klein 6 Chanel No. 5 Chanel 7 MiracleLancome 8 TresorLancome 9 Agua de Loewe Loewe 10 J'adoreChristian Dior Best seller (Top 10) / Europe in 2000 (Women) 1 Chanel No. 5 Chanel 2 Angel Thierry Mugler 3 Allure Chanel 4 J'adoreChristian Dior 5 CK One Calvin Klein 6 TresorLancome 7 Opium Yves Saint Laurent 8 Jean Paul GaultierJean Paul Gaultier 9 NoaCacharel 10 Cool Water WomanDavidoff Best seller (Top 10) / USA in 2000 (Women) 1 BeautifulEstee Lauder 2 Clinique HappyClinique Labs 3 PleasuresEstee Lauder 4 Chanel No. 5 Chanel 5 White Diamonds Elizabeth Taylor 6 Romance Ralph Lauren 7 TresorLancome 8 Tommy Girl Tommy Hilfiger 9 ShalimarGuerlain 10 AmarigeGivenchyBest seller (Top 10) / France in 2000 (Women) 1 Chanel No. 5 Chanel 2 Angel Thierry Mugler 3 J'adoreChristian Dior 4 Allure Chanel 5 ShalimarGuerlain 6 Opium Yves Saint Laurent 7 TresorLancome 8 Paris Yves Saint Laurent 9 CK One Calvin Klein 10 L'air du Temps Nina Ricci Best seller (Top 10) / Germany in 2000 (Women) 1 Chanel No. 5 Chanel 2 Cool Water WomanDavidoff 3 TresorLancome 4 Allure Chanel 5 CK One Calvin Klein 6 Emporio (Armani) ElleGiorgio Armani 7 Rococo Joop! 8 J'adoreChristian Dior 9 Eternity Calvin Klein 10 SensationsJil Sander Best seller (Top 10) / U.K. in 2000 (Women) 1 Chanel No. 5 Chanel 2 Allure Chanel 3 Jean Paul GaultierJean Paul Gaultier 4 BeautifulEstee Lauder 5 PleasuresEstee Lauder 6 Opium Yves Saint Laurent 7 Aromatics ElixirClinique Labs 8 Anais AnaisCacharel 9 HappyClinique Labs 10 Tommy Girl Tommy Hilfiger Best seller (Top 10) / Italy in 2000 (Women) 1 Chanel No. 5 Chanel 2 Allure Chanel 3 J'adoreChristian Dior 4 Angel Thierry Mugler 5 CK One Calvin Klein 6 Aromatics ElixirClinique Labs 7 Opium Yves Saint Laurent 8 Acqua di GioGiorgio Armani 9 TresorLancome 10 MiracleLancome Best seller (Top 10) / Spain in 2000 (Women) 1 Eau de Rochas Rochas 2 Giorgio Aire Giorgio Beverly Hills 3 Anais AnaisCacharel 4 TresorLancome 5 NoaCacharel 6 Chanel No. 5 Chanel 7 Eau de Lancaster Lancaster 8 CK One Calvin Klein 9 J'adoreChristian Dior 10 AllureChanelBest seller (Top 10) / Europe in 1999 (Women) 1 Chanel No. 5 Chanel 2 Angel Thierry Mugler 3 Allure Chanel 4 CK One Calvin Klein 5 TresorLancome 6 Opium Yves Saint Laurent 7 NoaCacharel 8 Jean Paul GaultierJean Paul Gaultier 9 J'adoreChristian Dior 10 PleasuresEstee Lauder Best seller (Top 10) / USA in 1999 (Women) 1 Clinique HappyClinique Labs 2 PleasuresEstee Lauder 3 BeautifulEstee Lauder 4 Romance Ralph Lauren 5 Tommy Girl Tommy Hilfiger 6 TresorLancome 7 Chanel No. 5 Chanel 8 White Diamonds Elizabeth Taylor 9 Dazzling Gold, Dazzling Silver Estee Lauder 10 Eternity Calvin Klein Best seller (Top 10) / France in 1999 (Women) 1 Chanel No. 5 Chanel 2 Angel Thierry Mugler 3 ShalimarGuerlain 4 TresorLancome 5 Allure Chanel 6 Paris Yves Saint Laurent 7 Opium Yves Saint Laurent 8 L'air du Temps Nina Ricci 9 Jean Paul GaultierJean Paul Gaultier 10 J'adoreChristian Dior Best seller (Top 10) / Germany in 1999 (Women) 1.