Marketing Mix

"Marketing mix refers to a unique bend of product, place (distribution), promotion, and pricing strategies (often referred to as the four Ps)" (MKTG McDaniel Lamb Hair, Ch 2, pg 24).

Product

DOMINATION has a lot to offer women. Right off the bat our X shaped bottle demands your attention and grabs your curiosity. Unlike any other bottle we make a statement that allows women to have a free spirit. Not only are we selling a fragrance and quality, we are also selling an experience. With handcuff on the front of the bottle it allows women's thoughts to take them wherever they want to go.

Place or Distribution

You will be able to find DOMINATION fragrance at the front of most departments stores. We want to be easy for consumers to find and not have to make them go out of their way or search for what they want. We will be right under their noses. "The location decision is important first because the retailer is making a large, semipermanent commitment of resources that can reduce its future flexibility. Second, the location will affect the store's future growth and profitability" (MKTG 3 McDaniels Lamb Hair, Ch 13, pg 204).

Promotion

"Promotional strategy is a place for the optimal use of elements of promotion: advertising, public relations, personal selling, and sales promotion" (MKTG 3 McDaniels Lamb Hair, Ch 14, pg 211).

DOMINATION plans on placing our ad on billboards, in magazines, internet, television, and on the radio. We realize that you are going to have to spend money in order to make money. "Online advertising continues to grow at double-digit rates-well ahead of other advertising media" (MKTG 3 McDaniels Lamb Hair, Ch 15, pg 235). Internet advertising is one thing we are willing to spend money on because our target market, Generation Y, is very connected to the internet with sites such as Facebook, MySpace, and Twitter. We also realize that "public relations is the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance" (MKTG 3 McDaniels Lamb Hair, Ch 14, pg 112).

Price

"To survive in today's highly competitive marketplace, companies need pricing objectives that are specific, attainable, and measurable" (MKTG 3 McDaniels Lamb Hair, Ch 17, pg 262). DOMINATION realizes and understands today's economy and that is why we are at the reasonable price range of $45-$75. People often say that you get what you pay for and with DOMINATION you are getting great quality with an unbelievable experience that you cannot pu a price tag on.