Guerlain Orchidee Imperiale: A marketing plan

• Main Authors: Gonzales, Marie Theresa I., Seipelt, Anna Devra S., Yazon, Geraldine Micolle A.
• Format: text
• Language: English
• Published: Animo Repository 2007
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17544
• Institution: De La Salle University

Guerlain is a luxury beauty brand that has been around for over 100 years and is being distributed locally by Luxasia Philippines. It can be found in three retail stors: Rustan's Makati, Rustan's Shangri-La, and Marionnaud in Mall of Asia. The Orchidee Imperiale Exceptional Complete Care Cream, together with the Fluid, is Guerlain's emblematic product and potion of youth. It promises to achieve skin perfection making women prolong their youth. This marketing plan aims to make Guerlain the top of mind luxury brand by strengthening the brand name, increasing sales, and popularizing the Orchidee Imperiale, which will be achieved through different strategies and programs. This plan also employs short-term, medium-term, and long-term goals, which includes increasing sales by 20%, capturing 5% market share of competitors, determining new developments, strengthening brand loyalty, as well as being in top ten ranking of luxury brands in the country. These objectives were obtained by conducting a survey and from this different strategies and programs were employed: print advertisements, brochures, a privilege card, makeover coupons, gift cards, skin consultation cards, business cards, launches, workshops, anniversary parties, and partnerships with Cosmopolitan and Mega. With the implementation of this plan, the net profit is expected to increase by P1, 800,834 by May 2008.