Marketing Mix

Product, Price, Place, Promotion:

"Products can be classified as either business( industrial) or consumer products, depending on the buyer's intentions", (MKTG Lamb Hair McDaniel Pg. 131)
Dark fog offers men a distinctive product that is blast of fragrance that comes in a rain drop shaped bottle. With our cologne men will smell fresh all day, and leave the others around them wanting more. Our brand image is high-end dark edgy style. The packaging will be just as gloomy as the foggy bottle. It will be in a small oval box that fits perfectly around the rain drop bottle. The front of the box with have a foggy piece of plastic that hints at the fragrance bottle inside. On the front of the plastic near the bottom will read our "Dark Fog" logo. The color of the hard cardboard box is dark grey. Our warranty states that if you are unhappy with your purchase of your fragrance you are able to return within one month. If the bottle or packaging is damaged you will be able to recieve the full price back on the purchase. We have a customer satisfaction gurantee. The benefit of wearing our cologne instead of other similar high end colognes is the exclusivity with our product. " A benefit is what consumers will receive or acheive by using the product."( MKTG, Lamb Hair Mcdaniel, pg. 230)

You will only be able to find our cologne at Neiman Marcus. Neiman Marcus is described as a high-end chain store. " Chain stores are owned and operated as a group by a single organization."(MKTG Lamb Hair Mcdaniel, pg. 194) No other high-end department stores will carry our product. A 4.2 Oz bottle of “Dark Fog” will sell for $79. " Price is that which is given up in an exchange to aquire a good or service."( MKTG, Lamb Hair Mcdaniel, Pg. 2161)
" First, in order to price a service, it is important to define the unit of service consumption."(MKTG, Lamb Hair Mcdaniel, pg. 165) My distribution will be very simple. My products will be shipped by truck and delivered to Neiman Marcus distribution centers across America.

" The final stage in the new-product development process is commercialization, the decision to market a product"(MKTG Lamb Hair Mcdaniel Pg. 151)I will be promoting my fragrance mostly through print ads that will be placed in certain high-end fashion magazines including Lucky,Vogue, and Instyle. These ads will strengthen the brand image by being dark and grunge looking." Advertising is any form of impersonal paid communication in which the sponsor or company is identified".( MKTG, Lanb Hair Mcdaniel, pg. 212)