EXECUTIVE SUMMARY

Ermenegildo Zegna, an Italian company that is a world leader in mens fine clothing has
contacted us to make a proposal to launch and market a new perfume/cologne brand for them. In
developing the brand and its to-be reputation, careful analysis of the parent companys historical
and current market segment, cultural background and values and its other products brand image
are of great significance and a necessity in this process. We have chosen a scent that has a rustic,
mature and elegant, yet strong manly fragrance. In keeping with the classy image and reputation
of Ermenegildo Zegna, the cologne will be aim at being high-end and costly. To incorporate the
Italian background and distinct culture of the parent firm, the name of the brand chosen,
Machissimo Zegna, brilliantly reflects this aspect. The brand will be marketed at the Ermenegildo
Zegna stores, selected high-end mall outlets and other exclusive brand name stores. Machissimo
will hold its place in the market as a new and unique brand, not meant for the commoners but for
those who know, understand and appreciate the very best quality, just as in keeping with the
companys self-image.
SITUATION ANALYSIS:
Company analysis
Our firm has been in existence for over 8 decades and has had a very successful track record that
has led to the consolidation of a strong corporate culture and well formulated operating
procedures. Our strengths lie in the experience and expertise gained over the long time frame that
we have been working in this industry along with the varied clients we have worked with over the
past decades. This has given us a solid foundation and understanding of market demographics,
brand images, varied corporate cultures and objectives and what product-firm fit works best. As
for our clients we try our best to find the perfect product match and market it in a manner that fits
the client companys culture and brand image. In this particular case, our prospective client is:
Ermenegildo Zegna, an Italian company that is a world leader in mens fine clothing. We have
been contacted to make a proposal to launch and market a new fragrance. In order to assist them
in launching a this new product, we start off by taking into consideration the organisations brand
image of being a quality brand for consumers with a focus on impeccable quality in raw materials
and design. Keeping this in mind we strive to develop a perfume brand that reflects the grandeur
and elegance of the corporate image that Ermenegildo Zegna has constructed over the years.
Although we try to merge the parent companys values and image in the product, we strongly
abide by our own corporate philosophy and strengths to deliver superior quality in any assigned
projects. We believe that everything and anything, even minute ideas related to developing a
strategy to finally launching a finished product requires a lot of background research and work
and each and everything needs to well-woven into each other to enable a smooth flow and
consistency. This philosophy and technique is well defined by the procedures adopted in our
current project with Ermenegildo Zengas new cologne brand.
Market Analysis
Over the years, the fragrances & perfume sector has evolved into a mainstream business within
the cosmetics & personal care industry. From being non-essential and perky, the Mens and
Womens perfumes/fragrances have emerged as essentials as a result of increasing trend of
personal appearance and self-care becoming an important element of personal pride &
confidence. According to the Perfume/Fragrances industry 2012 statistics provided by NPD
Group research analysts; the industry now stands at an Annual Global Sales Revenue of $27.5B.
The US markets make up a less substantial share of the global revenue volumes; at a mere $5.2B
as of March 2012. This could be attributed to another key factor as reported by RPG that almost
17% of American Women still do not use perfumes/fragrances as a frequent-use accessory. There
is an even lower share of usage or consumption by American Men (considering that the global
Fragrances has always been dominated by more Feminine products in terms of Market
Shares/Revenues). However, the number of perfumes brands carried by North American retail
stores has significantly gone up almost 53% in the past 9 years - from 756 in 2002 to 1160 in
2010. Hence, a growing demand for specialty fragrances & perfume accessories in the North
American markets. According to the GIA report in March 2013, the global fragrances industry is
expected to reach $45.6 billion by 2018 also driven by growth in demand for luxury/ specialty
fragrances in emerging markets, and, also driven by new growth areas such as the Mens
Fragrances Segment. According to the research report, the developed markets have matured and
are starting to get saturated as new growth potential lies across emerging markets or the
emerged markets such as Middle-East. However, the need for Mens fragrances/perfume
products has been rising across the globe. The matured develop markets have slowed down
growth due to growing aging populations in developed countries which use lesser perfumes or
fragrances. The increasing prevalence of feel-good-factor associated with use of these products,
an increasing demand for specialty colognes among Males and an increasing overall demand by
the growing youth as well as the development of Celebrity Fragrances segments are the key
factors that have led an aggregate growth within this sector. It is evident that growth and demand
for fragrances/branded perfumes is much higher in emerging markets but producers feel more
comfortable initially launching products and experimenting with new innovations in their
developed/matured markets where their expertise lie; as they have enjoyed greater successes in
these markets; Western Europe & America. Most manufactures, originating in Europe
(especially France and Italy) and North America; have developed a comfort zone when it comes
to launching products and testing them in these developed markets before trying their hands on
Asian/Emerging Markets where true demand lies. Growth in emerging markets especially
Asia-Pacific/Latin America is expected to remain strong.
By market segments, the Womens segment has traditionally led overall market and is expected to
have a strong demand over the coming years especially due to increasing product innovation.
But changing perceptions towards the significance of Male grooming and masculine aromatic
fragrances, the Mens segment is expected to generate a much greater demand than ever before.
Grooming among young men and teenagers/young adults, will further increase & strengthen the
future prospects of this segment. The Current market conditions and the present economic
scenario presents a ripe opportunity for Zygna to launch a totally new upper-end specialty Mens
fragrance product line. It provides the fine Italian designer apparel company great future
prospects to reap the economic benefits from pioneering a new Mens line.
Consumer Analysis: The fragrances market consists of the retail sale of female fragrances, male
fragrances and unisex fragrances under the prestige and mass fragrance categories. It is important
to segment the fragrance market, because this will help us devise appropriate marketing strategies
and promotional schemes according to the tastes of the individuals in each fragrance segment. As
a result, analyzing the fragrance market segments will help us understand the needs of the target
audience and adopt specific marketing plans accordingly.
Traditionally speaking, the womens fragrances segment has been leading the overall market,
backed by the age-old association of women with beauty and fragrances. Demographically
speaking, in general women 18-55 years old associate fragrances as a daily necessity in enhancing
their fashion statement. Before stepping out of her house, putting on a particular type of perfume
is a necessity since that affects the way she will behave and feel about herself amongst others.
Women often associate owning premium fragrances to boosting their confidence level, because
the brand or type of scented perfume that a woman has showcases her personality and
characteristics. According to Dawn Goldworm for example, women who wear citrus fragrances
(orange, lemon, bergamot, lime) carry themselves with elegance and confidence, and they tend to
be classic beauties (Rasmus).
According to a recent study conducted by Mintel, single women aged under 25 and who work
full-time are by far the heaviest users of premium fragrance and are the most valuable group for
the fragrance industry (Mintel, 2010) This piece of data entails that women in the
aforementioned age range have completely different needs, wants, interests, and less family
related problems than women say in their 30s. Generally speaking, the reason why women
between the age of 18 & 25 are heavy fragrance users, is because they are probably in their
bachelor stage (young, single people living at home) or are newly married (young, no children),
thus they have few financial commitments (family, children, schooling) and as a result are
financially better off (The Family Lifestages Model, 2005). In conclusion, women in general (18-
55) but specifically 18-25 year old young women are considered to be self-centered fragrance
purchasers, other than buying for a partner, because they have no children and thus their interests,
values, and lifestyles are different than that of women who have families. For example, care-free
young women (18-25) might be motivated to buy 3-4 fragrances each year, because they value
having a fragrance for each type of occasion (wedding, party, night out with friends, school/work
etc.) and thus pay a big attention in the way they present themselves to others through their
fashion statement. Through celebrity endorsements and media exposure, fragrances have become
a social norm for young women and thus they feel that it is a necessity to put on perfume and
smell good.
The second segment of the fragrance market is the unisex fragrances, which only account for 14%
of the market. The unisex or gender-neutral uni-fragrances segment has experienced some
growth in recent years, fuelled by successful fragrance launches such as CK-One, which focused
on younger consumers. Some of the most well-known unisex perfumes in the world started out as
a specified gender perfume, but over the course of time, with the advancements in lifestyle that
lead into this new concept of bi-worn perfume - they realized that by a small change in the
formula they can become a much higher selling product that will be aimed at both genders and get
bought by both men and women. Consumers in the unisex fragrances segment feel that there is no
shame if they come across someone from the opposite sex wearing the same perfume as them,
because they believe that perfume is about finding ones own story and thus fragrances should be
genderless.
The final segment and one that traditionally has been a difficult segment to generate sales is the
mens fragrance and perfume market. Following a change in perceptions towards the importance
of male grooming and the importance of looking attractive and smelling good, the mens
fragrance segment is expected to exhibit greater growth than ever before. According to a recent
study, the average Canadian male spends longer in the bathroom and a greater proportion of his
income on toiletries than men a decade earlier (Dodson & Lees, 2007). Consumers in this
segment (men) are becoming more conscience about the way they look and present themselves, as
well as how their fashion statement is perceived by the opposite sex. On top of this, men also feel
the need to present a distinct individuality, in that they do not want to smell like everyone else and
thus want to stand out amongst others and tell their own story.
We must keep in mind our target to men aged 30-55, with a high-end income of around $80 000-
$100 000 per year. In addition to monitoring success of this product in the long-term, we must
make sure that this high-quality cologne will be specially modified to suit the concerns of even
the most sensitive users (no allergic reaction/rashes). After a study was conducted to analyze a
means-end chain analysis of consumers. In targeting our market we aim at a market skimming
strategy. Our sales are aimed at having few and committed customers who value and appreciate a
high-end lifestyle rather than targeting the masses through a basis market penetration strategy.
Competitive Analysis
Other competitors on the market at the moment:
Gentlemans Only by Givenchy: Gentlemen Only is not, as its unfortunate name might suggest, a
reference to a seedy strip joint. In fact, its a refined fragrance intended to evoke the chivalry of
yesteryear. Fragrance followers will have caught the nod to Givenchys classic Gentleman (1974)
in both name and bottle design. Consider Gentlemen Only a 21st-century reinterpretation of the
masculine classic with a fresh and spicy opening that gives way to a deep and intense wood and
smoky character.
Eros by Versace: The name Eros, which symbolizes the Greek goddess of love, is a literary
connection to encapsulate the ideas of power and sex in a natural sense. The ingredients in this
bottle contains juice enshrouded in a flamboyant Greco-Roman-styled flask is an unusually
seductive mix of mint oil, lemon, apple, tonka, ambroxan and geranium. Fresh, bright and woody
and not as rich as you might expect.
Le Beau Male by Jean Paul Gaultier: At first glance, men are attracted to the iconic torso bottle
and tin packaging remain, as does the magic touch of the original perfumer, Francis Kurkdjian. In
terms of appealing to our olfactory senses, Le Beau Male is so far removed from its predecessor
that it could have benefited from a completely original concept and name. The reinterpretation is
a frosty and sharp blend, featuring a cool blast of mint right at the front. Le Beau Male settles
down into a more familiar lavender accord after a while but there are only fleeting traces of the
oriental facets contained in the original bestseller.
The Game by Davidoff: Gimmicky bottles appear to be Davidoffs main point of attraction, while
the stack of poker chips-shaped flask for The Game subtle hints that this fragrance is intended for
playas. The composition is a woody-aromatic blend of Juniper Berries (Gin & Tonic) that fades
to reveal in an iris heart propped up by a base of dark woods.
Hugo Red by Hugo Boss: Boss has been around as a classic choice for over 20 years and still
carries a reputable popularity. The scent is centered around contrasts: hot and cold, solid and
liquid. And while the idea of juxtaposing contrasting accords is (somewhat ironically) rather
polarizing among fragrance-philes, Red manages to fuse a cold and metallic accord (comprised of
grapefruit and rhubarb) with a hot amber drydown featuring cedarwood. Other competitors on the
market include: Guccis Guilty, John Varvatos Rock Volume I/II, Paco Rabanne, and Hermes
Eau de Toilette.
Product Analysis
Given the aforementioned target audience and their needs, our advertising agency envisions
Machissimo to be a sophisticated, high-end fragrance product, having a subtle and intricate
design. Keeping in mind the reality that our 30-55 year-old upper class professional male target is
in fact a niche segment of the market, the Machissimo fragrance bottle will have distinctive
physical features compared to other high-end Mens fragrance brands such as YSL or Burberry.
Since the brand image reflects a very masculine, chivalrous, classy, and wealthy man of the 21
st

Century, the Machissimo fragrance bottle will symbolize those exact characteristics. This new
line of Zegna fragrance will provide an aromatic scent containing mainly the juicy notes of Italian
Bergamot with a hint of Lavender, Jasmine, White Rose and a touch of Musk. We strongly feel
that all these ingredients define what Machissimo stands for and what consumers want, in that it
provides a pleasant, distinctive, and elegant smell, yet at the same time delivers a masculine
aroma as it incorporates the musky feature. The wealthy, high-class, 30-55 year old
professional businessman has a need to be distinctive in his fashion statement, and thats exactly
what Machissimo will cater to. More importantly, staying true to the Zegna brands Italian
background is vital, and that is why the main ingredient of Machissimo is Italian Bergamot.
Bergamot is an oily substance extracted from the rind of a dwarf variety of Seville orange.
(Oxford Dictionaries) To communicate the brand image, this aromatic scent will be presented in a
dark tinted glass bottle in the shape of a masculine male torso, which will include golden linings
to highlight the muscle definition on the bottle.
In conclusion, the distinctive nature of Machissimo both in delivering a unique scent and
presenting it in an exciting manner, addresses the needs of the aforementioned niche market. It
not only supports a sophisticated fashion statement, but also creates a boost of confidence in its
customers, by allowing them to feel that they have finally found a product they can boast about
because it allows them to be themselves.
Problems & Opportunities
One of the problems faced by us within this industry is the fact that the Fragrances and Perfumes
market has saturated in the developed world there is a lack of growing demand within Matured
Markets as a result of too many competitors in Mainstream Retail Sectors. The growth in
incremental revenues within this sector has steadied over time as these markets have matured;
rendering only very modest returns; leaving not enough room for large absolute comparative
growth for Zygna in Western markets. It may be safer for Zygna to launch a very high-end luxury
line instead of launching a mid-tier retail/mainstream product which is moderately priced. There
is a better opportunity to tap the Luxury and Boutique segments, with a Price-Skimming
Approach, that has lesser players and also lack of enough product- variety in the Mens lines.
Mid-tier/ mainstream segments seem competitive at this point because of too many key players
having significant market-shares already with products available at attractive prices. There also
lies a big opportunity for Zygna to venture into the new Emerging Markets Asia/ LatAm, along
with the emerged markets the growing Urban Centers around the Gulf (e.g. Dubai); which will
soon make up a significant portion of revenues in this industry (more than the Developed world
where growth slowed down already). However, a key problem that lies in unfolding /realizing
these new opportunities within emerging markets is the lack of knowledge/experience and prior
exposure to these markets. European designers have always worked within their comfort zones
which they have created in the developed markets, as a result of their past successes, experiences
and knowledge/expertise in these regions. They do not have confidence in their knowledge of
these emerging markets and their culture/traditions since Emerging Markets always work on
different fundamentals and different consumer behavior. Eventhough the Emerging markets give
them an opportunity to profit more (compared with the Developed Markets) it will be a risky
proposition for Zegna. Hence they have decided to initially launch Machissimo product-line in
Canada.
Additionally, the Mens fragrance industry has become mainstream due to the increasing need of
males to realize the need of personal care and grooming a feel good and a look good factor
emerging across all regions; Developed and Emerging markets both. The new metro-sexual man
makes sure that no stone is unturned when it comes to personal grooming and using products that
enhance his personal appearance. Up until now, the Female Perfumes industry dominated the
industry, however, growth in Mens products have led to the creation of a completely new
segment of Mens Grooming which has sparked new growth within the Personal Care and
Grooming/Fragrances industry. This presents a great opportunity for Zegna to capitalize upon and
reap the massive returns to equity still not realized completely by other key competitors. Linked
to this opportunity, is another opportunity for growth within a niche market-segment of High-End
and Boutique fashion-label Fragrances for Men. This segment still has a greater potential for
growth, as there exist far more Womens High-End personal grooming and perfumes products,
but still not enough in the Mens segment which, as mentioned above, has a rising recent
demand. As future prospects for Zygna, after Machissimos launch in Canada and later in the
rest of North America as well as Western Europe, the brand could later be developed or altered
(as the situations demand) to launch the same line in Asia Pacific, Eastern Europe and Latin
America following careful research and development. This will give Zegna a chance to tap into
new markets and realize greater returns.
MARKETING OBJECTIVES AND TARGET AUDIENCE
Mission Statement: To be the ultimate leader in premium fragrances, showcasing the image of
luxury, defining a distinctive masculinity for modern men.
Vision: To become the fragrance company of choice that offers superior quality through our
sophisticated style and to lock down an extensive stream of success by continuing creating
products of top quality at affordable prices.
Code of value: Brand recognition and high customer value, excellent reputation, top standard of
quality
Marketing objectives are generally stated in the firms marketing plan and are statements of what
is to be accomplished by the overall marketing program within a given time period. They are
usually defined in terms of specific, measurable outcomes such as sales volume, market share,
profits, or return on investment; good marketing objectives are usually quantifiable. In terms of
our product, we want to mainly implement a pull strategy, based on the brand strength and its
placement as a unique, high-end product, and a status symbol. The marketing objective is to make
known the brand as a classy and distinct fragrance. Something that is highly desirable and
yearned for. We must also strive to implement the proper strategies in order to eliminate/ avoid
channel conflict. We plan to launch the advertising plan to a wide stream of potential customers
(rooted in Toronto, then spreading across the national boundaries). Our products integrated
marketing communications project aims to target those high-class men who deeply value their
own personal image and are willing to pay a high portion of their steady incomes to make their
image aim towards one of high status quo. Through our top quality product with added budget
allocation spent on advertising campaigns, events, and public endorsement, we strive to make our
product become reputable as the most luxurious, sophisticated, and sensual mens cologne yet
launched on the market, the one that can truly bring out the inner character of men.
Our advertising strategy initially consists of a benefit-directed buy-to-seller direct response
marketing, intended for small businesses. As our companys growth becomes more apparent, we
will take on a strategy focusing on brand maintenance which cements the brands image
effectively and powerfully for a big corporation. Also, we may tie in some traditional marketing
mix through unmeasurable forms of advertising if we have leftover budget after some retained
earnings have been collected and budget planning and allocation have been thoughtfully
reconstructed. Our ultimate objective through our integrated marketing communications plan is to
secure a pronounced, distinct brand mantra which will initiate brand trial initiative towards new
users, brand repeat purchasing actions in existing customers, and perhaps even brand-switching
purchase choices from users of other brands who want to gain even more satisfaction in terms of
fragrance quality. With every bottle we retail on the market, we are determined to bring out the
finest qualities which will capture every users heart and lock ourselves in the binding realms of a
classic lifelong legacy for generations to come. Our brand aims to target rich, high-class men
(around the age of 30-55) with a fine standard , style, and taste under our exclusivity principle.We
plan to penetrate into more market segments in regards to demographic/ geographic segmentation.
COMMUNICATION OBJECTIVES AND POSITIONING STATEMENT
Through the proposed marketing campaign, Machissimo aims to accomplish the following
communication objectives:
Defining a consumer need the product can fulfill. The wealthy and classy professional
businessman has a desire for individuality, in that he wants to stand out from the masses.
Machissimo, through its unique brand story and exclusive features will fulfill this aforementioned
need.
Creating brand awareness for the company. Within the niche fragrance market, there has been a
focus on personalization and telling a story behind a perfume. Our envisioned target customer will
relate to the background story of how Zegna (umbrella product brand) started off from humble
beginnings in the northern Italian village of Trivero and ended up eventually creating this high-
class perfume, because most wealthy men have also begun from humble beginnings. This
personalized approach to marketing the brand image of Machissimo will create brand awareness
in the minds of the men in the premium fragrance segment.
Create brand loyalty. Through its personalized marketing message, Machissimo aims to target
customers who will showcase brand loyalty and after an initial purchase, be frequent buyers. This
is important for the sustainability of our brand image, because our brand has exclusively chosen
to implement a selective marketing strategy to penetrate a niche fragrance segment, thus high
volume of sales among the mass perfume segment isnt an option. The end goal is to attain a
niche pool of loyal customers, who will be able to relate to Machissimos chivalrous, luxurious,
masculine, yet humble and classy brand image.
Positioning Statement:
The brand Machissimo through its distinct scent, offers the customer an opportunity at a unique
personalized fashion statement better than such brands as YSL, Burberry or Hugo Boss for 30-55
year old classy and wealthy men, because the brand aims to tap into the individuality aspect of its
users in allowing them to stand out amongst other fragrance users.
CREATIVE STRATEGY AND EXECUTION
Who is the target person?
The main demographic target group for our product would be in respect for men who fall into the
30-55 age category with a high-class with steady & high income. In terms of geographic
segmentation, we are aiming to target consumers mainly located in Toronto, and then further
market those within Canada. In terms of psychographic segmentation, we aim to target the
wealthiest, valuable males who desire the finest lifestyle and quality of life in terms of their
everyday consumer behaviour. We will ensure to provide full customer satisfaction to our target
market through our accumulation of customer equity, brand loyalty, and integrated media
communications strategy.
What is the role in advertising?
According to Advertising and Promotion by George E. Belch and others, the main role of
advertising is simply to communicate to a defined audience, information and a frame of mind
that stimulates action. Whether the advertising plans succeed or fail depends on how well it
communicates the desired information and attitudes to the right people the right time and cost.
According to the DAGMAR report prepared by Russell Colley in 1961, advertising must contain
a specific & measurable communication task which includes four stages: awareness,
comprehension, conviction, and action. Other important criteria to keep in mind include: having a
well-defined target audience, concrete & measurable tasks, defining benchmark measures and
degree of change forseeable (manipulating power), and a specified time period planned to
accomplish a set of goals.
We are planning to implement exclusive advertising, using a method which reaches a larger
audience using a unique & distinctive style of advertising. We plan to offer a variety of attractive
advertising opportunities, including advertising displays along the film mile, festival lounges,
image spots on LED screens, VIP gifts, exclusive give-aways, as well as sampling and promotion
activities and exclusive online marketing opportunities.The sponsorship department manages and
coordinates all activities of our partners and makes sure that all internal and external
communication takes place in an effective and successful way. Also, we aim to promote the ideas
using media communications projected towards a select audience of various demographics/ but
select psychographic segmentation.
What is the key response?
The main response we aim to seek is a long-term high-end reputation with legacy of excellence
and durable quality leading to long-run success due to consumer goodwill and word-of-mouth
praise. Advertising may have instantaneous effects or carryover effects as well, and may shift &
change in appeal over different periods of time, as values and standards of society will also
fluctuate and change form. Depending on many different factors, our product may have different
impacts on varying segments in terms of audience, and repeated exposure over time may be
necessary for trust in our brand to develop and become stability maintained.
What is the support?
The main support for our ad is 20 Years of Brand Excellence - Italian high-class, and fine/high
quality apparel line - high-end Italian stylized. We plan to depict a true Italian heritage and brand
lineage - one that opts for excellence, high-quality product. The quality of the product is a fine
Italian, metrosexual fragrance of high class, high quality that reflects the Machisimo masculine
character within all males, through its rich, classy, rusky aromatic sensation in every bottle.
What is the tone and manner?
Our advertisement is not aimed towards being very persuasive, but will be established in the form
of a modest but yet very appealing and classy tone which utilizes a pull approach. We will focus
on the luxurious, fashionistic sophistication in the products context to maintain its
successfulness. Our ads voice will not be loud, but will signify European elegance. Our fragrance
is all about maintaining a humble and modest spirit, yet able to prove its worth as being the best
through achievement of securing the mans heart over an extended period of time. We will allow
the product will speak for itself and assert our brand through its distinctive excellence which
defines its character and allures those who have been seeking its exclusive qualities, rewarding
the one who chooses to purchase it to be aroused in elicit excitement which perpetually insuates
their senses, particularly relating to the sense of smell.
Any other information?
Machismo is a related word to machoism, a word derived from Spanish and Portuguese, where it
has the meaning of a belief in the supremacy of men over women. In English the word means
instead the sense of being macho or manly.
The word macho has a long history in Spain, and in contemporary Spanish, in the sense presented
most often along this article, means the ideal societal role men must have in a given society.
Macho in Spanish is a strictly masculine term, derived from the Latin term, meaning male.
Machos in Iberian-descended cultures are supposed to have bravery, courage and strength as well
as wisdom and leadership, and ser macho is something all boys are supposed to aspire to, in terms
of a gender role in traditional society.
(During the mid-20th century, the term "machismo" began to be criticized by non-Latino
Americans and ridiculed in literature, television and film. The stereotypical Latino immigrant was
described as an oversexed, overly aggressive, "macho" loser. During the women's liberation
movement of the 1960s and 70s, the term began to be used by Latin American feminists to
describe male aggression and violence. The term was used by Latina feminists and scholars to
criticize the patriarchal structure of gendered relations in Latino communities. Their goal was to
describe a particular Latin American brand of patriarchy.
The English word "machismo" derives from the identical Spanish and Portuguese word. Spanish
and Portuguese machismo refers to the assumption that masculinity is superior to femininity, a
concept similar to R. W Connell's hegemonic masculinity, Presently in the sense that supposed
feminine traits among males, are to be deemed undesirable, socially reprovable or deviations.
Gender roles make an important part of human identity as we conduct our identities through our
historical and current social actions.

Machismo's attitudes and behaviours may be frowned upon or
encouraged at various degrees in various societies or subcultures albeit it is frequently
associated with more misogynistic undertones, primarily in present views on the past.)
Recommendations/Suggestions:
In terms of our product, our fragrance will be specially crafted to include a line of different scents.
Our brand name, Machissimo, will hold the reputable image of showcasing the inner strength
and attractiveness of men,through the defining cologne we sell. The packaging we use will be a
sophisticated, yet genuine packaging with simple color coding (ex. black & gold) and a
recognizable logo in the middle. Pricing and distribution (in addition to the communication
strategy) will definitely be aligned with those high-end cologne brands on the market, but we will
also launch offers/ promotions throughout various seasons and in accordance to the boom & bust
cycle.
MARKET RESEARCH
Understanding the fragrance market within which consumers make purchases, will also provide
our agency with the tools that will allow Machissimo to remain an exclusive product by
penetrating the male premium fragrance segment. More specifically, the penetration strategy will
rely on the Pull sales promotional technique; in that it will attract consumers to the exclusive
retailers through special product promotions and samplers, which will be explained in more detail
in the media strategy and selection section.
In 2011, the Canadian fragrances market generated revenues of $762.4 million, and is projected to
grow at a rate of 3% annually until 2015 (Euromonitor International, 2012). Despite the fact that
the male fragrances segment only accounts for a 23.7% of the market, mens fragrance sales have
had comparatively stronger growth in recent years, a trend that is attributed to a shift in social and
cultural factors such as changing notions of masculinity and male grooming habits (Anonymous,
2011). Generally speaking, it has become the norm for men to have a beauty routine and this
social norm gives Machissimo a great advantage, because just like how Zegna clothing provides
sophisticated males with a classy & stylish fashion statement in the way they look, the
Machissimo fragrance will equally provide these men with a distinct and exclusive beauty
routine in the way they smell. Machissimo falls under the prestige fragrance category that
accounts for 69% of the market, because compared to mass fragrances it is priced higher, provides
a high-end product quality, and the in-store presentation and choice of distribution channels are
more selective (Datamonitor, 2011). Prior to its launch in the market, Machissimo will be
supported by large promotional budgets and marketed with strong brand images linked to the
perfume characteristics and the reputation of the parent designer fashion houses.
As for its distribution channels, in order to remain an exclusive brand, the fragrance product will
be retailed at selective stores only. The product will be restricted to outlets considered to provide
retail ambiance and specialist sales staff that fit with the Zegna luxury brand image. These outlets
might include such upscale department stores as Holt Renfrew (50 Bloor Street West) and The
Bay (Fairview Mall). According to recent distribution channel studies, over 30% of fragrance
value sales were through department stores, and 20% from specialty retailers such as Sephora
(Euromonitor International, 2012). So targeting these two types of distribution channels will
provide Zegna with a good number of unit sales, while still maintaining its exclusivity in the
market. To conclude, the launch of Machissimo will be successful because according to recent
studies, high net worth individuals have been looking deeper into heritage, artisanal credentials,
authenticity and vintage collections, as they search for original and unique (Datamonitor, 2011).
Given its traditional, sophisticated and luxurious Italian brand image, Machissimo will be a
commodity that is sought after in todays fragrance market, because it will provide its target
customer with a sense of individuality. At the end of the day, the super-premium segment is
interested in standing out and not smelling like everyone else (Pittaway), and that is exactly
what Machissimo will cater to, by providing a unique Italian masculine scent.
MEDIA STRATEGY & SELECTION
To market Zygnas new high-end line of Mens specialty luxury fragrances, Machissimo; we
would use a fairly distinctive media mix unlike a Communications Media Mix employed by any
other mainstream fragrance and perfumes marketer. The name Machissimo an Italian rendition
of the word Macho truly depicts our idea of Masculinity and Chivalry. In order to provide a
brief explanation of our market segment and target audience; the brand ideology of Machissimo
reflects a very Masculine, Chivalrous, Classy, culturally sensitive and a wealthy yet resourceful
man of the 21
st
Century who is truly inspired and sensitive to his Italian roots the fine Italian
culture and his ties with the Italian traditions. The rustic brand depicts the blue blood the fine
elite males of Italian descent with wealthy backgrounds. Additionally, the brand character is
subtle and yet a very humble image of a very successful, masculine, affectionate (i.e. love of life)
and a very cultured and titled elite who is in full control of his destiny. Therefore, our target
segment would be the upper class 30 to 55 year-old professional males who, assumingly, have
made it in life professionally, commercially and personally in every sense of the phrase
(which is enough to entitle them with the Elite status). This male population could comprise of the
successful multi-million dollar business-owners / entrepreneurs with successful track records, or
the C-level executives /senior industrialists and the upper-end professional class (e.g. Bankers and
Financiers) or perhaps even celebrities and well-known athletes. Therefore, considering this target
markets and designated market segment; our product comes under the High-End Luxury Brand
Category in- general as well as a niche specialty market within the Perfumes and Fragrances
industry.
This calls for a distinctive approach to marketing and creating an overall communications strategy
which is well-suited for the Luxurious, Sophisticated, Rustic and yet a Classic brand image that
also retains a significant preeminence of the influential Brand Culture and rich Brand History.
Taking this sort of an image into consideration, our Media Strategy and Media Mix must
inculcate the following primary elements :
- Celebrity Endorsement: At the product-level, a high-end luxury fragrance that boasts a strong
brand-image must satisfy functional and utilitarian characteristics as well as deliver on its high-
quality and fine scent of the fragrance. All these characteristics depict the ideas of Perfectionism
and true Achievement at the experiential level, beyond what a simple fragrance would practically
represent. Hence celebrity endorsement campaigns led by truly Heroic, Successful and Perfect
personalities such as Celebratory athletes like Wimbledon champion Andy Roddick or an all-
Italian soccer star such as Italian national Goalie Gianluigi Buffon (for the authentic Italian
image) or a leading/noble award-winning actor such as Daniel Craig and George Clooney as well
as Veteran Businessmen such as Warren Buffet, is well-suited for the product.
- Limited-Edition Commercials and Video Clips at Select Venues These short clips promoting
the brand Machissimo and the new high-end product line-up will be placed at only select sources
of Video Media. These select sources will be strategically picked and selected based on enabling
limited branding and exposure to the select and exclusive target markets and the prospective
target audience. These limited edition videos will be short feature clips placed at venues such as
TV Media/Video Sources in the Business Class and First Class seating areas within aircrafts
of prominent Airline Carriers (such as Emirates, KLM or Virgin Atlantic) and Commercial
Chartered/Private or Corporate Jetliners, and other first-rate sources such as AV Screens at
Airport Duty-Free and Business Class Airport Lounges, as well as TV Media Screens in
Corporate Elevators of platinum office towers in the Financial District (RBC Plaza, BMO
First Canadian Place and BCE Place) along with visuals at High-End Luxurious 7-star
Hotels and Condominiums (e.g. Yorkville area). These limited edition video clips will provide
Zegna an opportunity to present a brief yet powerful Brand Pedigree by exhibiting Zegnas 20
year-old brand history its road to success and two decades of excellence through its rich
lineage and traditional Italian heritage. The historical element and a fashion revolution along
with the iconic launch of a high-end Fragrance brand will provided a royal character to the
brand story and brand personality.
- Fragrance Samples & Testers These testers and samples are an integral part of brand
promotions and product launches within the Perfumes industry. Almost every manufacturer
resorts to this method of marketing and promotion. We will do the same but make these testers
purposely scarce only scarcely available through certain channels In-Flight Magazines of
only Business Class and First Class of Airlines, Select high-end Duty Free shops at only
certain airports that are prominent travel hubs, signature ultra high-end boutique shops and
fashion stores and certain Reception Desks of Seven Star Hotels / Conference Centers. These
samples will be scarce in-general to prevent dilution of luxury character of the brand and
elevate brand status. Free samples will also be provided sometimes when shoppers purchase
Zygna clothing.
- VIP Launch Party combined with an exclusive PR Event The PR event combined with a
launch party will be hosted by Zegna to officially launch the product and create a buzz about the
new fragrance only among the selected community Inviting the whos who of the business
world, fashion community as well as the Entertainment industry. The event attendance will be
strictly by exclusive invitation only and limited media event coverage.
- Exclusive and Select Print Advertising The print ads will be very exclusive. The print
commercials will depict a very classy, sophisticated and a rustic image of the brand Zegna and the
new product fragrance Machissimo. The ads will not be loud and colorful. In fact, they will be
sober, slightly dark but very elegant and tastefully exclusive for the Business community. They
will only be placed in strategic locations to gain access to the upper-market segments e.g.
Financial District, Yorkeville, Hotel Coffee Shops and exclusive Duty Free, High-End Malls (e.g.
Bayview Village) and stores (Harry Rosen).
- Ultra short TV Commercials during the Business or Market Hour Shows of exclusive
Business and Sports News channels/shows These commercials will be very brief and lasting
upto only 15 seconds; more of product trailers and exciting snippets with no dialogues. Idea is to
target a very selected segment and create the Scarce and Limited Edition image of the Luxury
brand.
Media and Communication Objectives:
- Low Reach and Low Frequency brand scarcity and paucity
- Balanced mix of Non-Traditional and Traditional Media to target a limited audience
o 60% non-traditional and 40% traditional (print ads and testers/samples)
o Luxurious and specialty products require a non-conventional approach
o Pull Strategy and Product Paucity
- Brand Pedigree success story, proud culture, Italian tradition and brand heritage
- Sophistication exclusive brand exposure, identify with the riches and not masses
- Public Figures endorsements
- Brand Personality Self-Assertion, Differentiation and Product Excellence
BUDGET . (See appendix for detailed Adversiting & IMC Budget)
Based on our expenses as budgeted below, our total expenditure on our Intergrated Marketing
Communications strategy and all our tools/advertising channels ( Non-traditional as well as
Traditional) seem to almost barely fit the designated budget of $1,000,000 allocated for the first
six months of the entire campaign. We are just short of $160,000 within the budget, however we
do not have any scope of compromising and cutting down on our current
expenses considering our Advertising Needs and the existing scale of operations. It is important
that each and every element in our campaign is fully and optimally utilized, without being
compromised on as a result of any possible liquidity crunch or funds shortfall. The shortage of
$160,000 could be met by further negotiations with the Management. Additional Sponsors OR
finding Partners for the venture will also be an alternative solution to this issue
However, $160,000 is not an exorbitantly large amount to stir up and cause financial problems.
Planned Budget

First Six Months

Celebrity Endorsement 550,000
Limited Edition Commercials/Video Clips 180,000
Fragrance Samples & Testers 30,000
VIP Launch Party w/ PR Event 120,000
Select exclusive Print Advertising 10,000
Gift Cards & Limited Store Promotions 25,000
Toronto Fashion Week Placement 200,000
Golf/Horse Derby/Polo Event
Sponsorship 25,000
Exclusive Billboards for Bay
Street/Yorkville 20,000
Total Expenditure 1,160,000
IMC STRATEGY AND TACTICS
The primary approach of the Integrated Marketing and Communications Strategy would be to
most efficiently market this luxurious new product line and a high-end fashion label. The
elementary objective is to carry-out a very successful product launch for this new addition to the
Ermenegildo Zegna brand umbrella. Hence, the IMC strategy would be a smooth and a seamless
integration of the communications and advertising methods via various channels of Non-
Conventional and Conventional media to create a very natural and unforced attempt to pull-up an
incredibly Limited Edition and a Precious Gem effect for the product offering. Marketing
Scarcity and Product Paucity by an exclusive, selective and low reach/low frequency
advertising and communications plan will generate product excitement in the market; even among
those who cannot afford to buy this high-priced and high-end Fragrance. The idea is to create an
overall Mens Status Symbol for success, absolutism and dignity yet a humble and traditional
Italian character of this brand, Machissimo that is looked upon by even the masses. It generates
awareness and respect for this top-of-the-line status brand even among those who cannot afford it.
Typically, Luxurious and Upper-Segment brands are successful in creating general product
awareness and excitement; attracting followers even more through its restricted access and
exclusive marketing as it creates an image of product brand Paucity/Scarcity and limited
reach/accessibility.
Additional Tools supporting our Overall IMC Strategy :
- Exclusive Shopping Gift Cards with purchase of only Zygna products above a certain
minimum amount: This will help our overall strategy to target our select audience who may be
a frequent Zygna shopper or may be a high-end fashionistic brand connoisseur that shops only
for high-end products and spends considerably on sizeable purchases from premium fashion
labels. Hence, we will partner with High-End stores that are dealers and retailers of Zygna
apparel lines to distribute gift-cards to select audience as part of our brand promotions.
- Identifying Zegna - Machissimo with the Fashion World / Toronto Fashion Week
Placement: To promote our overall brand as well as Machissimo, we need to align ourselves
with the fashion world so other Ultra High-end boutique Designers also acknowledge
Machissomo and Zygna as a premium label of fine and high-quality Italian products the new
Mens fragrance line. This will helps us earn respect and dignity from the fashion community.
Co-launching our product (as part of our promotion campaigns) at the Toronto Fashion
Week by partnering with other High-End designers to showcase Machissimo with their
new Fashion Clothing & Apparel Lines will help us create our brand a Fashion Icon and
uplift Zygnas brand and fashion image (in addition to Machissimo).
- Additional PR Coverage through exclusive sponsoring of sports events As a fine and high-
quality Italian apparel brand for Men, and with a motive of successfully launching our new
product fragrance Machissimo among the elite audience, we target officially and financially
sponsor premium Golf Tournaments and Horse Racing Derby Championships or Horse
Polo Tournaments attended by Social Elite, the cream of the society Business-owners,
entrepreneurs, business families, the executive class and celebrities. This strategy will give us the
opportunity to create a seamless integration of the brand campaigns within our exclusive target
audience.
- A few additional billboards on Bay Street/Financial District strategically placed at select
vanues to make them visible to our specific target audience. The billboard may feature our
celebrity endorsers.
Reasons and justifications for this integrated IMC strategy and overall approach
(considering the use of aforementioned tools in IMC) :
- 3 Primary Motivations to adopt such tools and this type of a holistic approach:
o Self Assertion Asserting brand power, excellence and absolutism; to be with the elite,
identify with the fashion community and always be distinctively inclined towards the upper-
class Business People, Executives, Celebrities.
o Differentiation We are an exclusive brand and we are not mainstream. Different brand
identity and product classification unlike other fragrance brands that become mainstream
and geared for retail consumer markets. Machissimo is a boutique luxury fragrance.
o Genuine Appreciation Machissimo requires a genuine appreciation of the new product
line as a high-end, top-notch and an expensive mens fragrance that the elite appreciate in
terms of product quality, superior scent, tastefully created for select audience.
- Product Excellence Identifying with the fashion world and garnering respect from the
Business and Fashion community as well as other sections of the Elite Society will help us
create an image of Excellence, Absolute High-Grade Quality, an Iconic Fashion Label and
finally, a Status Symbol for Achievement and Traditionally Italian Lineage.