Marketing Plan Exercise Assignment

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Marketing Plan Exercise Assignment Axia College of University of Phoenix April 25, 2010 Ed Hardy perfume, Love Kills Slowly, is a product that I use and am familiar with. The problem with the perfume I enjoy so much is that the product is not targeting all age groups because of its name and bottle graphics targeting rebellious rockers (EDHardylove.com, 2010, p.1). The name is too harsh for children under 12 and most people over 30 may be offended by the labeling and name. The label has a picture of what looks to me like a tattoo with roses, a skull, a heart, and banners with the words love, kills, slowly, life, love, and luck (Calvert, 2009, p. 1). The research design should be changed and the name could be changed to target a larger variety of women. The perfume would smell good on any female regardless of age. The theory of the name and graphic design effecting limited age sales could be tested in the department and retail stores; such as Macy’s, Jc Penny’s, and Elder-Beerman, to see if the label an name truly have an effect on sales of the perfume. The data could be collected by providing one bottle of perfume with original name and graphics and another bottle could be left all pink with a different name, and the participants of all ages would be asked to fill out a questionnaire asking multiple questions about the changed name and bottle compared to the original perfume. I would ensure the participants were equally divided by all age groups, had the same questionnaires, and did not have prior knowledge of this perfume before completing the questionnaire to ensure validity, reliability, and representatives of data. An appropriate sampling plan for this product would be to change the name to Live, Love, Learn and change the bottle’s graphics to just roses with banners that said Live, Love, Learn. References: Calvert, S. (2009, July) Ed Hardy by

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