SWOT Analysis

Strengths:

• Resonance's blend of ingredients create a unique fragrance unlike any other brand.
• Resonance's packaging and store display will make it stand out against the competition.
• The simple color scheme will reduce the cost of print production.
• The fragrance can be sold alone or paired with the aftershave lotion.

Weaknesses:

• Resonance is a new brand with no prior customer base, the company must create customer value from scratch.

Opportunities:

• Resonance could easily be inserted in the nightlife scene of Las Vegas, using club promotions and events.
• More products and fragrances could be developed after obtaining a customer base.
• More sales translates in more advertising, possibly commercials

Threats

• Competitors could potentially try to replicate our scent and cut into our market share.
• Overall retail sales have been low compared to past years due to the nation's economy recession.
  

"A typical consumer is exposed to more than 2,500 advertising messages a day but only notices between 11 and 20"(Lamb/Hair/McDaniel, 77)