Introduction:
This document outlines a comprehensive communications plan for Givenchy's Gentlemen Only fragrance, specifically targeting a renewed campaign focusing on the 260ml size. The plan aims to revitalize brand awareness, drive sales of the larger format, and solidify Gentlemen Only's position within the luxury men's fragrance market. We will leverage the established brand equity of Givenchy, the existing appeal of Gentlemen Only, and the unique selling proposition of the 260ml bottle to engage our target audience effectively. The plan addresses key communication strategies across various channels, focusing on digital marketing, influencer collaborations, public relations, and in-store experiences to maximize reach and impact.
Executive Summary:
Gentlemen Only by Givenchy, launched in 2013 and crafted by the renowned Jean Jacques, is a classic woody fragrance for men. This communications plan focuses on the 260ml format, aiming to increase its market share by highlighting its value proposition – a substantial quantity of the beloved scent at a competitive price point, perfect for loyal customers or those seeking a long-lasting supply. The campaign will emphasize the sophisticated, timeless appeal of the fragrance, aligning it with the brand's overall image of luxury and elegance. We will target a demographic of discerning men aged 25-55, valuing quality and appreciating the classic elegance of Gentlemen Only. The campaign will leverage the brand ambassador Simon Baker, where appropriate, to further enhance its reach and credibility.
Target Audience:
Our primary target audience is men aged 25-55, affluent and sophisticated, who appreciate quality and luxury. They are discerning consumers who value classic style and timeless elegance. They are likely to be career-oriented, well-traveled, and appreciate the finer things in life. Secondary audiences include gift-givers seeking a premium present for significant men in their lives. Within this broader target, we will focus on several key segments:
* The Loyal Customer: Existing Gentlemen Only users who are likely to upgrade to the 260ml bottle for cost-effectiveness and convenience.
* The Aspiring Gentleman: Men who appreciate the Givenchy brand and are seeking a sophisticated and classic fragrance to complement their style.
* The Gift-Giver: Individuals looking for a premium and thoughtful gift for a special occasion.
Marketing Objectives:
* Increase sales of the Gentlemen Only 260ml bottle by X% within Y months.
* Enhance brand awareness and recall for Gentlemen Only among the target audience.
* Position the 260ml bottle as a value-driven offering within the luxury men's fragrance market.
* Strengthen the association between Gentlemen Only and the Givenchy brand identity.
* Drive traffic to Givenchy's online store and retail partners.
Marketing Strategies:
1. Digital Marketing:
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