A Sales Promotion PlanRachel Gropper, Alana Soumas, Paige Erlich, & Meghan Dripchak

Table of Contents

About Charlie 1

Repositioning Charlie 2

Target Consumer 3

Consumer Promotions 4

Trade Promotions 7

Sales Force Promotions 8

Budget Summary 9

About Charlie

Charlie, a Revlon product named after owner Charles Revson, was first introduced to the fragrance market in 1973 in order to compete

with Estée, a fragrance released by Estée Lauder. Over the past 40 years, the Charlie brand found its way into the homes of women

across the United States in the form of 19 different product spin-offs. Since it’s release, the Charlie brand has been deemed mature in

the consumer market but can still be purchased nationally at CVS Pharmacy stores for $25.99 for a bottle, 3.4 fl oz. The following sales

promotion plan aims to reintroduce the Charlie brand to today’s modern woman by revitalizing it’s image through the use of short

term incentives and contests to purchase the once popular fragrance.

1

Repositioning Charlie

2

Charlie is a fragrance for the young professional woman on the go. Positioned as a cost-effective alternative to more expensive perfumes, Charlie consumers will not have to pay the hefty price tag in order to feel sophisticated and luxurious. Charlie will keep its price point of $25.99 for a 3.4 fl oz bottle, which is affordable in today’s world. Through improved promotional tactics and a new bottle design, Charlie will be reintroduced to the market as a leader in the industry.

Different Outfit, Same Charlie

Target Consumer

3

Molly is a 24-year-old graduate of Marist University and has recently accepted an editorial assistant position at Hearst Publications in New York City. Since the start of her new job, she spends her free time catching up on her TV shows and occasionally getting drinks with co-workers. Using her iPhone, Molly listens to bands like Mumford & Sons on her NYC subway commute to and from work. She loves women’s magazines, including Glamour and InStyle. Molly isn’t a perfectionist but she likes her apartment clean, her closet organized and her workspace tidy. To go along with her sophisticated and classy style, she frequently shops at J Crew, Ann Taylor, and Banana Republic and never misses an online sale at HM.com. Molly spends most of her time on her Macbook laptop, whether it’s work-related business or scrolling through her various social media feeds.

Meet Molly

The ideal Charlie consumer is female, aged 18-49, and well educated. Studies provided by MRI+ demonstrate that women ages 25-49 are the biggest consumers of self-bought perfume in the price range of $1-$49. By incorporating Shelley Hack, the original Charlie girl, along with the new Charlie girl, we hope to retain the original target consumers while also expanding the market to younger ages.

The Ideal Charlie Consumer

Consumer Promotions

4

The Search for the Next Charlie GirlWhen Charlie was extremely popular in the 1970s, Shelley Hack was the face of the brand. Known as one of the Charlie Girls, Hack was featured in many of the Charlie ads from the mid 70s to the early 80s. Research shows that Hack and other women featured in Charlie’s advertising were role models for young, professional women during its rise to fame. To reintroduce Charlie to the consumer market, we want to do so by reinventing the Charlie Girl to serve as the face of our product.

We will create a promotional contest called, “The Search For The Next CHARLIE GIRL”, which will be a search for our next spokesperson, while also gaining brand awareness in our target market. We will place print ads in magazines, including InStyle, Marie

Claire, and Women’s Health, all which promote healthy lifestyles for women. Social media will also place a large role in our search contest, as we will

utilize the power of sharing to spread the word. Social sites used will include Facebook, Twitter, Instagram, Pinterest, and Youtube. The official hashtag will be #CharlieGirl. Our search will be open to any female aged 18-29, model or average woman. However, we will choose the next Charlie girl based on sophistication, maturity, and likeability.

Consumer Promotions

5

Women who want to enter the contest will be asked to visit our website where they will fill out a form, which asks for basic details and other questions about why they want to be the next Charlie Girl. Once the contest is closed, we will narrow down our choices and present the public with the top 20 Charlie Girls. Each of the 20 girls will get a photoshoot with Shelley Hack to let the public envision them in a Charlie ad, complete with the “Charlie Girl pose”.

The public will then be able to view each Girl’s profile, mock ad, and submission video and vote on who they think should be the face of Charlie. Users will be encouraged to share their picks on their social media sites to spread the word and help their favorites gain votes. The Charlie Girl candidate with the most votes will be crowned the next Charlie Girl and will become the new face of Charlie! This promotional contest will help to gain exposure for Charlie and reintroduce the perfume into young women’s lives again.

Consumer Promotions

6

Sampling

Coupons

J Crew is where we envision Charlie Girls to shop, so we want to attract our target market through this clothing store. Shoppers who spend $50 or more at J Crew for one month only will receive a free sample of Charlie with purchase to take home. Women will be able to test the perfume for free in the comfort of their own home. A small tag will be attached to the sample bottle to let women know where to buy a regular sized bottle and how to connect with the brand online. The tag will also have a 10% off coupon for their first Charlie purchase.

When women buy a bottle of Charlie, they will be encouraged to Instagram a photo of themselves

with their Charlie perfume doing “the pose” using the hashtag #HelloCharlie in order to tag Charlie’s official Instagram. Each Instagram photo using #HelloCharlie

will be featured on our website and posted on our Instagram page, mentioning the user. Users will in turn receive a 10% off

coupon their next Charlie purchase. By sharing Charlie on their social media, they are helping to spread the word and gain brand awareness for Charlie, while also receiving a coupon!

Trade Promotions

7

Store Demonstrations

Push Money

Doing an in-store demonstration is an added sales resource for our primary retailer, Sephora. The new Charlie Girl will do a mall tour with different stores around the states to demonstrate and promote the Charlie brand. The stores include a Sephora store on its own, and the Sephora counter in Macy’s, Nordstrom, Lord & Taylor, and Bloomingdales. This promotion will also build credibility, strengthen our relationship with Sephora, and stimulate impulse purchases by consumers.

We will be distributing Charlie to all of the major department stores that sell cosmetics. This includes Sephora, Macy’s, Nordstrom, Lord & Taylor, and Bloomingdales. In order to motivate the sales team in each store, we will be holding a contest between the different stores. The store that has the most amount of Charlie bottles sold at the end of each month will win a prize. The contest will be held every month during the first year of the repositioning plan, and the prize will be different each month.

Sales Force Promotions

8

Race to PlaceOur primary goal is for our Charlie sales reps to get our product successfully placed in the five stores of the mall tour. However, we are not limiting the distribution of Charlie to those stores exclusively. To gain more coverage, we will encourage our sales reps to get Charlie sold in as many cosmetic stores as possible. The sales reps that can sell the most amount of Charlie bottles to new retailers will receive the “Charlie Achievement”

award.

Budget Summary

9

Tactics Totals Magazine Ads In-Style Marie Claire Women's Health     Running Time 12 Months 12 Months 12 Months     Costs $140,496.00 $222,516.00 $169,230.00 $532,242.00 Contest (Top 20 Finalists) Transportation Photo Shoot Celebrity Appearance     Costs $18,000.00 $10,000.00 $40,000.00 $68,000.00

Trade Promotions Samples for J Crew Travel Expenses Prize for Top Selling Store Each Month  

  Note     $10,000/12 months     Costs $10,000.00 $20,000.00 $120,000.00 $150,000.00

      BOTTOM LINE TOTAL $750,242.00