Milena Bruno
Luciana Capistrano
Larry Gallagher
Bukky Willoby
March 2023
Serenità
by Brunello CucinelliFragrance Launch
The objective of the new fragrance launch would be to expand the brand’s product line to offer a new dimension of exclusivity to clients, and create a tied relation based on emotion.
Emphasizing brand heritage
Reinforcin g brand identity
Generating buzz and excitement
Marketing Mix’s 4 P’s
The product, promotion, price and place should all reflect the brand's luxury status and exclusivity.
Product
Luxury item with a unique selling proposition
Promotion
Price
Place
Building excitement and anticipation for the new fragrance.
The price should reflect the brand's luxury status and exclusivity.
Selected locations including Brunello Cucinelli stores and luxury department stores
Emphasizing the quality of the ingredients, the fragrance's story and exclusive packaging design.
Multi-channel marketing campaign that includes digital advertising and public relations.
Sales projections should be in line with the objective and strategy
In-store displays should be visually appealing and engaging
Marketing Mix - Product
Serenità by Brunello Cuccinelli speaks to the brand’s commitment to using only the finest natural materials, and the belief that true luxury lays in the harmony between human creativity and the natural world
Storytelli ng
A scent that evokes the natural notes of the Italian countryside, and the sensations of serenity that come with being close to nature.
Noble Ingredients
Top note
Sweetest oranges from the groves of Sicily
Heart note
Lavender from the fields of Tuscany, wildflowers from the hillsides
Base note
Musk and wood, sourced from the forests of Umbria and the mountains of the Dolomites
Packagin g Natural and sophisticated design
Wood elements
Minimalist
Marketing Mix – Promotion
Launching Serenità by Brunello Cucinelli would be a special occasion to host an event at the company's headquarters in Solomeo
• Magical forest: Greenery and flowers adorning the stage and a subtle scent of the new perfume wafting through the air.
• Immersive experience: Guests would take a sensory journey through the Italian countryside that inspired the fragrance where they would encounter different stations, each representing a different element of the fragrance.
• Live music and performances, adding to the magical and immersive atmosphere.
• Striking visuals of the perfume bottle, with its natural and sophisticated design, and highlight the key ingredients that make up the fragrance.
• Social media platforms used to showcase the immersive event experience and behind-the-scenes footage of the creation of the perfume.
• Influencers and brand ambassadors could be enlisted to help spread the word, sharing their own experiences with the fragrance
Digital Campaign
PR Event – Serenità Launching Party
• 1 million euro in the first year of sales • Double the business in five years Objective • Selective Distribution Agreements • Exclusive price positioning Strategy Higher Lower Gucci Love At Your Darkest €336 Jo Malone London € 132 Tom Ford Soleil Brûlant €440 Bottega Veneta XV SALVIA BLU € 300 Brunello Cucinelli Serenità € 300 100ml Price
Marketing Mix – Price
Marketing Mix - Place
A selective distribution strategy for Serenità would involve carefully selecting the distribution channels. This would allow Brunello Cucinelli to maintain control and flexibility over the sales and marketing of the fragrance.
Key Elements of the Distribution Strategy
Direct-toConsumer Sales:
• 117 DOS Locations
• Selling directly to consumers through Brunello Cucinelli’s directly operated stores
Retail Partnerships:
• 30 Independent Stores
• High-end department stores & specialty fragrance retailers
