Advertising Boss Juir Perfume - Assignment Example

Advertising "Boss Juir" perfume Introduction Global business organizations have adopted various advertising strategies to increase the market shares. Competition has contributed to the advancement in advertising skills. Hugo Boss has decided to extend its market to the Middle East where is has launched its advertisement on the ‘BOSS Nuit Pour Femme’ perfume (Pietschmann). It has decided to use an advertisement campaign to attract more customers in the Dubai and its environs. An advertisement campaign incorporates most of the commercial strategies in one procedure. Hugo Boss has used a Hollywood celebrity, Gwyneth Paltrow, for its launch and advertisement of the perfume in Dubai. It has brought together different methods of advertisements in the campaign. Gwyneth has been used as the face of the perfume whose target is the female gender. The advert was launched in December where she met her fans during the photo shoots while campaigning for her product. The advertisement campaign cost Hugo Boss an average of $2 million. It lasted for 3-4 months whereby it targeted malls, highways and duty free shops in Dubai (Pietschmann). The campaign had been scheduled for the holiday period where she would be able to meet most of her fans and at the same time attract more customers to try the new perfume. Hugo Boss has been known to produce high-class quality perfumes that cater for all market targets despite their culture, age, and gender (Pietschmann). Objective of the Hugo Advert Campaign Awareness The campaign aims at increasing awareness of the presence of the product in the Middle East countries. Dubai being the target and Hugo has used the campaign advertising strategy due to its high population of people with good lifestyles. The perfume has been used to target the middle and upper income classes due to its price ($75). The firm has a target population that is the female gender and has used the campaign to launch its product in the highly populated shopping sites (Percy and Richard 7). Brand development Since Hugo Boss has provided a range of products, the launch of the female perfume in the United Arab Emirates will develop the ‘Boss brand. The perfume will be sold in its stores hence increasing sales of other products. Customers attracted by the campaign will visit stores to buy the product and in the process come into contact with another range of goods from Hugo Boss such as clothes and shoes (Percy and Richard 7). Dubais economy has grown very fast in the past years leading to lavish lifestyles. It has also acted as a vacation destination for many millionaires. Since Hugo Boss is an international brand, coming up with advert campaigns in Dubai will ensure that its loyal customers from other countries can access the product while on vacation in the country. Profit maximization Advertisements lead to the attraction of more potential customers. The increase in purchases of the perfume will lead to an increase in profits by Hugo Boss. It has invested over $2 million in advertising Boss Nuit Pour Femme. According to economists, firms take risks in investing in new markets with the hope of making double or triple profits (Percy and Richard 7). With proper advertisements such as the Boss Nuit Pour Femme campaign, the firm is expected to maximize more profits while increasing its market share. Brand Strategies Identity Hugo Boss has been in the cloth market since the 1920s. Its brand has created an identity that is unique to the customers. Its competitors are global firms such as Gucci hence it has to maintain its uniqueness to keep its loyal customers while attracting more potential clients. Its identity has been known worldwide ensuring trust from the consumers. The brand name The firm names most its products from the brand name. They must contain the original brand name as a strategy to ensure uniqueness and prevent counterfeiters. The use of an iconic celebrity in the entertainment industry is also a strategy to ensure a better and emotional touch to the customers. Hugo Boss also uses a brand name to attract customers that purchase other products from the firm. For example, women who buy their clothes from Hugo Boss stores worldwide will be attracted to buy the new perfume since it is produced by the same company. However, branding strategies may prove catastrophic where one of the products does not make it in the market due to customer issues. For example, if the firm makes errors in the clothing industry by producing low class goods, customers may not purchase the perfume due to the assumption that all goods under the brand name are faulty. As a result, Hugo Boss has ensured quality and uniqueness in its products that can be reflected in its advertisements. Message Appeal The advertisement campaign has used various strategies to pass its message to the potential customers. The tactics range from Gwyneth Paltrows persona, dressing and beauty (Daily Mail). Since the advertisement includes the launch of a female product, Hugo Boss has ensured that it has incorporated emotional strategies. Most women tend to be emotionally sensitive and purchase goods due to anxiety or impulse buying (Percy and Richard 9). Gwyneth has ensured a sexual appeal by her dressing during the recording and photo shoots in Dubai in the campaign period. On the cover photo, she wears a sexy black dress that reveals her curves. Additionally, in California, she also wears a black tuxedo with no shirt inside exposing her cleavage (Daily Mail). In modern day advertisement, organizations have adopted scenes of sexuality to help capture more customers. Women are made to believe that using the perfume will make them sexier and attract more men. The perfume makes her feel clean, fresh, excited and sexy. During the campaign, she is seen talking to her fans at the Dubai Mall where she meets influential people at the product launch. She has been chosen for the advert due to her success, femininity and charisma in both the real and entertainment world. For example, she has won an Oscar Award and has dominated the fashion industry. Back in the U.S, she is seen as a fashion icon (official face of Coach, a U.S handbag brand) and an entrepreneur working hard to support her family. Ethical Aspects of the Campaign The product has put into consideration all ethical features before launching the campaign in the UAE. Since Hugo Boss has branches internationally, it has to put into consideration cultural and social norms of the new markets. It is a strategy that ensures attraction of customers from any cultural community leading to an increase in the capital base (Percy and Richard 14). Ethical aspects ensure a strong relationship between the producer and consumer (Percy and Richard 14). The campaign has not been launched on racial lines. Hugos perfume can be used by any individual despite the race or ethnicity. Hugo Boss has ensured that its products should benefit all persons and has embraced antiracist campaigns. Since Dubais market consists of Islam, the perfume has also not been segregated along ethnic lines. The manuals and instructions on its products have also been written in suitable languages to ensure that the customers can understand. The firm has also ensured that the perfume does not hurt the Arabic culture. Some cultures do not accept the use of expensive fragments while others specify the sources of the smells such as trees and flowers. The target market is also the high class women most of whom are educated and are not tied much to their cultures. Other ethical issues such as legal matters and threats have also been put into consideration before launching the campaign. Hugos brand name has not been tainted in the past. It has not had legal issues such as tax evasions or lack of licenses to operate in a foreign land. Hugo Boss has had a clear legal past that has been one of its strengths in the market due to competition. Hugos range of perfumes has been tested and proved to be safe for human use. It does not use dangerous chemicals in production processes hence ensuring safety and health. Other companies have been found to use high levels of chemicals such as alcohol and mercury in their products leading to lethal consequences. The production process has also ensured environmental conservation before and after making the perfume. The production firms have adopted energy conserving production methods and reduced the amount of air pollution by industrial gases. Disposure of the perfume cans and bottles has been recommended through recycling where it accepts used containers to prevent environmental pollution. Target Segment and Cultural Adaptations of the Campaign in the UAE The campaign has different market targets that have been divided based on gender, age and economic stability. However, the Gwyneth’s campaign targets women since the perfume is feminine. Other targets are approached used different strategies such as buying the perfume as presents and gifts for the female gender. However, based on the UAE’s culture, the advert style has not put into consideration cultural norms that bind the women together. Women in Arab countries are seen as the weaker gender and have to obey various cultural rules, unlike the men. Nudity and sexual exploitation are highly rejected in these countries. On the other hand, Boss avert has used sexuality where Gwyneth Paltrow has exposed most of her body parts. The fancy dress she wears during the campaign and the shirtless tuxedo she wears back at California reveals a sexual approach in the advertisement (Lawrenson). It may have negative impacts since husbands may not buy the perfume for their wives due to the advert (Pietschmann). On the contrary, the firm claims that the organization was standard and passed by the advertisement regulatory committee. Hofsteds dimensions While applying Hofsteds dimensions on the advertisement, the campaign utilizes collectivism where the society is mostly involved. There are increased cases of inter-social ties in the UAE where cultural practices ensure extended families. Collectivism is characterized by loyalty, high valuation on family members and lack of privacy. Launching of the campaign in such a society had positive impacts because there are different communication approaches that can be used. Since there are various interpersonal and family links, it will help in causing awareness to a larger population. The campaign may be attended by a lower number of high-class individual but through the cultural bonds it can get access to many people leading to increased market share. Hugo Boss has also targeted the UAE due to such cultural bonds whereby one can find the whole extended family using the same product for generations. Conclusion Understanding of consumer social and cultural attitudes towards a certain product provides enough knowledge on the approach on advertising. Hugo Boss in its launch of the Boss Nuit Pour Femme perfume has used strategic advertisement styles to ensure profit maximization. The use of a charismatic, famous and influential Hollywood celebrity has led to the success of the advertising campaign. Works Cited Daily Mail. "Who needs a shirt? Gwyneth Paltrow sexes up her black tuxedo by going topless for Hugo Boss campaign." Mail Online. Associated Newspapers, 2 Oct. 2013. Web. 14 May 2014. . Lawrenson, Amy. "Gwyneth Paltrow face of new Boss Scent | ELLE UK." Gwyneth Paltrow face of new Boss Scent | ELLE UK. N.p., 11 May 2012. Web. 14 May 2014. . "Paris Gallery." Paris Gallery. N.p., 5 Dec. 2012. Web. 14 May 2014. . Percy, Larry, and Richard H. Elliott. Strategic advertising management. 4th ed. Oxford: Oxford University Press, 2012. Print. Pietschmann, Patti. "Make mom the Boss this Mothers Day with Nuit Pour Femme fragrance." Examiner.com. N.p., 9 May 2013. Web. 14 May 2014. . Read More