Our Moment: A Dying Brand
Introduction
The market of celebrity men fragrance brands are declining due to the change in the preferences of the customers and the lack of innovation in the notes of the fragrance. Consumers complain that celebrity men fragrances do not have the appeal and the fragrances smell similar to each other. As stated by Faiers (2017), the fragrances are marketed by the celebrities for increasing the sales but it is not fulfilling the desires of the customers. In this report, we are going to discuss about the celebrity brand “Our Moment” which is promoted by the band One Direction. Celebrity brands such as Our Moment are usually very expensive and the regular people are unable to afford them. The markets of such celebrity perfumes are facing a tough competition from the regular brands which are easily affordable by the regular people due to the huge price difference. The different marketing and communication plan will be discussed that will help the brand gain success in the future.
Market Research
The markets of celebrity perfume brand Our Moment is determined by the economic growth, the standard of living of the people, the changes in the lifestyle trends and the increases in the per capita income. As celebrity perfumes are considered as luxurious items they are usually high priced and are affordable by a selected group of the community. As stated by Hwang et al (2015), the market of celebrity perfume targets the youth of the country as they get influenced by the celebrities who are marketing the product. The majority of the community of UK have the notion that the celebrity perfumes are made only for the rich people and they are unaffordable by the regular people.
Year |
£ billion |
% growth |
2010 |
28.9 |
4.00 % |
2011 |
29.8 |
3.00 % |
2012 |
28.9 |
2.89 % |
2013 |
27.5 |
2.56 % |
2014 |
27.2 |
2.54 % |
2015 |
27.0 |
2.51 % |
2016 |
26.8 |
2.48 % |
2017 |
26.2 |
2.45 % |
Celebrity Fragrance market of UK
(Source: Created by author)
The men’s fragrance Our Moment is promoted using different mediums such as magazines, pamphlets, television, radio and most importantly the social media which is ultimate source of advertising the product. As stated by Wah (2015), the sale of Our Moment fell by 22 % due to the change in the purchasing behaviour of the people of the United Kingdom. One of the major reasons behind the fall of the market of Our Moment perfume is the decrease in the demand which is due to the high competition from celebrity brands like White Diamonds, Re'l Fluer and Heat. The reasons for the decline in the sales of Our Moment are as follows:
Our Moment
(Source: www.target.com)
SOSTAC model (Smith model)
(Source: binaryic.com)
For the development of a successful business in the long run, planning is considered as one of the important aspect for the growth of Our Moment. As stated by Cowley (2016), the planning is essential for developing the strategies and objectives of the brand. Therefore, the SOSTAC model developed by PR Smith in 1990 is used for getting the proper idea about the marketing plan of Our Moment. The elements of the marketing plan are Situation (S), Objectives (O), Strategy (S), Tactics (T), Actions (A) and Control (C).
SMART objectives of Our Moment
The brand Our Moment should apply the proper strategies for increasing the sales and should focus on the middle class people of the community. The brand should be able to measure the revenue and the total profit of the company by setting the proper goals. Proper planning is needed for the brand to achieve success in the near future. The brand should develop proper goals which can be achieved. The brand should implement the proper resources which are required for the development of the company. The timing of marketing is of utmost importance as this will help the brand to grow in the future.
The main priority of Our Moment for the development of the brand is penetrating the market by developing the brand and increasing the variety of scents in the market. The customers especially the youth of UK are the main customers for the brand due to the fan following created by the band One Direction. But the sale goes down because of the changes in the trend which is followed by the youth of the UK. As stated by Migliori et al (2014), the brand should concentrate first on the market of UK for the growth and development before expanding the market. The strategic communication includes the human factors such as culture, sociology, behaviour, psychology and politics. The internal factors that influence the human communication are behaviour, attitudes, values, norms, beliefs, emotions, social and cultural relations. The external factors that influence the human communication are films, posters, media, the information and communication technology and other different types of communication. The complexity factor is one of the essential factors of strategic communication as these deals with the economics, science, business management, law, human behaviour and politics. As stated by Cassidy (2016), the customers are impacted as fragrances can create feeling of memories and the brand should strive to create the type of notes that are unique and masculine in nature. The communication should be in the form of advertisements where the customers can properly get the message of the brand. The main aim of the advertisement should be to provide the customers with the message of something which is uncommon and this way the brand can improve the sales.
The brand should be able to create an image of its own in the eyes of the customers. The men should get the feeling that they can attract the opposite sex with the scent produced by the brand. The brand Our Moment is lacking the communication essential which is required for attracting the customers and for this the market of Our Moment is declining. Using popular celebrities does not always mean that the brand can gain the attention of the customers. One of the most essential aspects for attracting the customers is the medium of proper advertising which will help the brand gather target audiences.
Attracting target audience
The brand Our Moment should be able to target the customers who are going to buy their products and act according to their demands as in the fragrance industry the demand of the consumers is vital for the growth of the brand. As stated by Mills (2016), targeting only the youth will not help the brand have huge success which is the case of Our Moment. The brand should try to target the whole male economy which is essential for the future development of the brand. Identifying the target audience is essential as this can help in getting the demands of the customers and the brand can make changes according to the needs and requirements of the customers. For identifying the needs of the customers a marketing campaign is necessary which will help the brand in getting the knowledge right from the customers. The customers can be targeted using the following techniques:
Positioning- Positioning is an important aspect in the marketing of the Our Moment. As stated by Ventisca et al (2015), it determines the position of the brand in the targeted market segments. It helps in proving the credibility of the brand. The positioning should be properly communicated to the customers using offline and online media.
Creative message- This is essential for the growth and sales of the brand as this helps in the introduction of the brand to the world. As stated by Elumalai et al (2015), after the introduction, the maintaining of the brand image is essential for the growth of the brand. It is with the help of advertisement that the brand is introduced to the people. The creativity of the advertisement determines the sales of the brand.
Marketing communications mix
Model of Marketing Communication Mix
(Source: 2012books.lardbucket.org)
From the above figure, the information gathered is that the marketing mix is dependent upon the factors such as advertising, sales promotion, events and experiences, PR and publicity, direct marketing, interactive marketing and personal selling.
Recommendation for action plan
The brand Our Moment should focus on developing the marketing strategies of the company for the better future of the brand. The brand should be able to select the appropriate media which is required for the marketing of the brand. This includes television, radio, internet and magazines. The media schedule is the time taken by the brand advertisement in a specific channel. The costs include the advertising and marketing costs which are required for the development of the brand.
Campaigns of Our Moment
The campaigns are conducted for analysing the strengths, weaknesses, opportunities and threat of the brand. It is conducted for getting the information about the different competitors of the brand. It helps in determining the position of the fragrance in the market and is used for promotion of the brand.
Competitors of Our Moment
Rise
(Source: www.dailymail.co.uk)
The brand Rise crossed $ 25 million in the first year.
Gold
Source: www.dailymail.co.uk)
The brand Gold crossed $ 14 million in sales.
Fantasy Naughty
(Source: www.dailymail.co.uk)
The brand fantasy naughty crossed $ 50 million in its first year sale.
Conclusion
From the above report, it is concluded that the brand Our Moment by One Direction is losing the market of the United Kingdom. It is due to the factor that celebrity perfumes are considered as luxurious items they are usually high priced and are affordable by a selected group of the community. The market of celebrity perfume targets the youth of the country as they get influenced by the celebrities who are marketing the product. The brand is lacking the proper marketing potentials which are necessary for the growth. The SOSTAC model is used for explaining the different factors that can help the brand in the increase of the sales.
Reference List
Cassidy, A., 2016. A practical guide to information systems strategic planning. CRC press.
Cowley, M.B., 2016. 'Jellies & Jaffas': Applying PR Smith's SOSTAC Marketing Model to an Online Confectionary Start-Up.
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Mills, J., 2016. Satisfy the hunger for innovation: fragrances & essential oils. South African Pharmaceutical and Cosmetic Review, 43(11), pp.22-23.
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Ventisca, M.D.B., García, S.L.C. and Gallo, M.P., 2015. Luxury Brands Perceptions: An Applied Research to the Spanish Luxury Fragrances Market.
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Wah, C.C., 2015. The peony and the rose: Social change and fragrance marketing in China’s bath market. The Social Life of Materials: Studies in Materials and Society, p.227.
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