SCHOOL OF MANAGEMENT STUDIES

UNIVERSITY OF HYDERABAD

MARKETING MANAGEMENT (GE - 104 )

II INTERNAL EXAMINATION, December, 2020

CASE STUDY Maximum Marks : 25

THE TANTALISING CALVIN KLEIN PERFUME

Perfume and garments are two industries where buying behaviour is guided by
individual personality traits. This is the reason why we see such a wide variety of
products in these two industries with new ones being added every now and then.

Calvin Klein(CK) is a name to reckon with in the fashion industry. CK is a New

York based fashion gurus, who rule the stage from ramp to perfume. CK range of
perfumes are many, for both men and women. The names of the perfume like
Obsession, Eternity, Escape, Contradiction etc., suggest tantalizing sensuality.

These perfumes are not only known for their brilliant fragrance but sensuous ads
too. Besides, having distinctly different fragrance for men and women in each
category, CK is perhaps the first company (it is sole under the same name by
Unilever) to realise that in the ultra modern generation, there are growing number
of people who, irrespective of their gender, prefer same type of fragrance.

Hence the invention of CK Unisex perfumes.

This appeals to those people who want to project a self image which neither
distinctly a macho (as in case of men) nor a docile image (as in the case of a
women). CK–de- toilette with its light fragrance appeals to both. In the other
categories with their tantalizing name, each name has its own appeal to different
types of people.

For example CKBE will appeal to intimate personality with its musky scent.
Obsession for women has an earthy warm based with a floral touch. Obsession for
men has a distinct masculine fragrance. Eternity, as the name suggests, has a
nostalgic feeling, Eternity for women has a romantic floral fragrance, devoid of
any sensuousness of Obsession.

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Eternity for men has a warm woodsy trail. Escape will appeal to people who
would like fresh fruity smell with awoody background. Contradiction is a mix of
all blends. The company refers to as pure, bright, and sensual all at the same time.

Earlier the perfume market in India is highly restricted. Thanks to liberalization,

world players are entering the market. More over market research says modern
Indians are having sea change in their personality. People are becoming bolder
,their life style is changing, and so are their aspirations and expectations. People
today do not mind to make a bolder statement, be it in terms of clothing, makeup or
perfume. More importantly they do not hesitate to spend if the product seems to
suit their personality.

Discussion Themes:

1. Besides personality, which other character traits will influence a person to

buy a perfume.Suggest innovative strategies to segment the market, target
and Position the Product.

2. If you were hired by a CK to develop a new perfume discuss how will you
develop the market for the CK’s perfumes. Suggest some innovative
names/ brands for the perfume and suggest the type of personality you will
try to target for these?

***********ALL THE BEST*************

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