Marketing Mix

Product:

Resonance is a Mens fragrance with hints of leather, vanilla, green tea, amber and jasmine. The fragrance come in a red and clear glass bottle with a spray application system. It will sold alone as a 1.7 oz bottle or as a set which includes a 4 oz aftershave lotion.

Place:

Resonance will be sold in major department store nationwide, such as Macy's, Nordstrom's, Dilliard's, Robinson's May and others.“A department store carries a wide variety of shopping and specialty goods, including apparel, cosmetics, housewares, electronics, and sometimes furniture.” (Lamb/Hair/McDaniel, 195) Certain Boutique stores such as Metro Park will also carry our fragrance. Resonance will be distributed mainly by truck to our oulets, by air to our distant carriers. Local delivery to our retailers will be handled by companies such as UPS and FedEx.

Promotion:

Resonance is a product that is simple and clean but speaks loudly. Our promotional strategy will reflect this idea. Our packaging, displays and advertising will have this general feel. To introduce the product our department store will have sampling available at our displays, which will also have music playing. “Sampling allows the customer to try a product risk free. Sampling can increase retail sales by as much as 40%...” (Lamb/Hair/McDaniel, 249) Advertisements will be placed in national publications such as MAXIM, Cosmo, InStyle, Rolling Stone and regional publications such as 944 and Racket. "magazines are often targeted to specialized audiences and thus reach more potential customers."(Lamb/Hair/McDaniel, 234) Bus stop and kiosk light boxes will also be utilized around shopping hubs, such as malls and retail centers like Town Square in Las Vegas.

Price:

The price for Resonance will be set at $56 for the fragrance alone, 1.7oz bottle, $70 for the 1.7oz fragrance and 4oz aftershave lotion.