Marketing Strategy for Madonna Brand Perfume

This research presents a marketing strategy for "Madonna" brand perfume. "Madonna" brand perfume is one of a number of cosmetic fragrances developed and marketed for celebritiesin this instance, rock video star Madonna Ciccone (Cocks, 1990, pp. 7475).

Marketing strategy, in the context of this research, includes consideration of market segmentation and target marketing, product positioning, product life cycle, and marketing mix. Further, marketing strategy is considered in the context of two separate national marketsCanada and Italy.

"Madonna" brand perfume is produced in the United States. A single marketing strategy, however, is followed for North America Canada and the United States.

The history of the cosmetics industry can likely be traced to some of the very earliest days of civilization. It was in the lasthalf of the nineteenth century, however, when toiletries and cosmetics began to be produced and marketed on a mass scale, as opposed to being concocted in essentially local establishments. In 1880, North America's largest cosmetic firm, Avon, was founded.

Industry sales in 1990 were $11.4 billion, which represented a 9.6 percent increase over the $10.4 billion of 1989 (Royce, 1991, p. 815). From 1987 through 1990, industry sales grew by 34.1 percent, and by 1993 should near $15 billion, a gain of 31.6 percent over 1990 levels (Royce, 1991, p. 815).

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of the four Ps of marketing product, price, place, and promotion. The Canadian marketing mix is as follows: Product A product is defined as anything offered for exchange to another person including physical objects, services, places, organizations, and ideas. Consumers typically recognize five distinctive product characteristicsquality level, features, styling, brand name, and packaging. Depending upon the type of product involvedphysical, service, and so forth, not all of these characteristics will be applicable in each instance. Brand name is the major product strategy employed in the marketing of "Madonna" brand perfume. Brand name is essential to the marketing of celebrity fragrances. Another factor involved in the development of product strategy is the product life cycle. Four stages of the product life cycle are recognized by most marketing analysts introduction, growth, maturity, and decline. The stage of its life cycle in which a product is situated affects to a great extent the type of product strategy adopted. Perfumes as a group are in the mature stage of the product life cycle. Celebrity fragrances as a group are in the growth stage of the product life cycle. "Madonna" brand perfume is in the int
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Approximate Word count = 2459
Approximate Pages = 10 (250 words per page)

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