Giorgio Beverly Hills Case

Kay Lu 100286405        

MRKT 1299- Case12 Giorgio Beverly Hills

1. Perfume has been an important role in women daily life. Most women choose the perfume through the advertising with special image. They use the visual sense to judge what they like. Part of women rely on the knowledge of the perfume background, they choose perfume with judgment of perfume from other people. Part of the customers chooses perfume by their favorite smell and professional feeling. It should know that the perfume is very important for women to improve themselves. As well, the image of Red is very important for its market advertising. Giorgio Beverly Hills is a famous business with its outstanding brand. Its perfume is very popular in the market. Red represents sexy, passion, positive and elegant. For most women, they want to attract other people’s attention. Red is a good word to express this sign.

2.Marketing Red, it is very necessary to make survey about the perfume in the market. In the development of economics, most women trend to buy famous brand perfume, such as Chanel, Louis Vuitton, Gucci, etc. There are three aspects for marketing red: Fixed and special customers range and need, outstanding feature of perfume, perfume market AD. For customers, they rely on their perceptual vigilance; they buy what they need in their daily life. On the other hand, they are influenced by the AD in their daily life. Red color is a powerful sign for Giorgio perfume. They should collect market information in time and make a complete market program to market Red. It is important to lock the customers range and make an attracting advertising in the right way. They are two steps to address these issues, first, they should make the attracting and amazing advertisement on the basic of the perfume features. I think it is a good way to tell a story about Red perfume. Second, it should lock the relative customers to market Red. Second，

1. For perfume, I would like to involve their sale levels. In this level, I would like to know how other women choose the perfume. Everyone has their way to choose perfume, some relied on the advertisement or the story of perfume. Some rely on the judgment form other people. Some people used the professional knowledge to choose their favorite perfume. I think the process of selling perfume will be an interesting level, which can learn much more. For every brand and image, they contain the special meaning for its existence. Those stories can be popular for many customers. For Red, it represents health, brave, sexy and passion which has the outstanding feature to attract customers.

1. For the success of Red, the brand-marketing program is important. The multiple selves are the obvious features for different people. Women have their own way to identify what perfume is their favorite. In the study of production marketing, there are main three issues: self-concept, multiple selves and symbolic interactions. The image of Red represents the good sign to attract many women. ‘Red’ has been a good production to help women charming.

5. First, it uses the theories storing information in memory. Giorgio Beverly Hills make enough survey about its market. For one new production, the market survey is the preconditions of the marketing. The collection of market information can provide the brand location in the market. Second, for the instrumental conditions, staff focuses on the positive actions in the process of marketing Red. The positive action can have a good impact on marketing, such as the operation of advertisement. Third, they used associative learning. This company has created the image Red to satisfy the requirement of most women. They used many associative learning way to collect market information.