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Crystals, healing, humidifiers, calming atmosphere, life hacks

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Made and Good, EM, MAiK, Dunelm, Next

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Gen-Z
1996-2015
Grew up in a technological and social media world
Listen to others opinions, wants to feel valued and listened to
Millennials
1981-1995
Research before buying

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Travel, wellness, minimalism, sense of feeling at home, calm, nature/sustainability, bring outside in, mindfulness, escape from reality

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Penhaligon’s is a fragrance brand, founded in 1870, that mainly sells perfume but has also expanded into bath and body products and candles. Penhaligon has been noticed in the past by members of the royal family with Queen Alexandra awarding Penhaligon with a Royal Warrant in 190, giving the brand a prestigious feel.

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For my move into an Asian market, I would like to expand Penhaligon’s further into the home fragrance market by adding more products to their product profile. I will also adapt their current Fragrance Profiling Feature to be used for home fragrance as well.

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With Minimalism and Contemporary style becoming more popular in the Hong Kong market, I will rebrand Penhaligon’s logo to become more minimalistic.

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Take the scents they already have develop these into reed diffusers, which have become more popular in recent years as a substitute for candles or other home scent diffusers.

The diffusers would have the same packaging as their candles with the new logo.

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Developing their current services, I will develop their fragrance profiling feature for perfume into candles and perfumes. This feature involves the customer filling in a survey of who the perfume is for, where they want to wear it, what type of holiday they like, which scent appeals most etc.

I will create a similar survey for a more home based scent that will give the customer their recommended personalised scent.

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Life simulation games with different missions to complete. Each level that is completed could unlock a new scent which will have powers that help the player complete other missions. Player will be able to create and decorate their own home using the describing words that are used in the survey on the website for the fragrance profile.

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For my game that will go with the move of my brand to an Asian market, I will create a life simulation game. The game will allow the player to create their own character, which will be an anime design. They will be able to choose their own name, body shape (height, weight, colours - hair, eye, skin) and outfit. Once they’ve created this they will ‘move in’ to an apartment in Hong Kong city and begin their journey. Their apartment will have basic items like a bed, fridge, toilet, shower and sink. The first mission for all players will be to go to a furniture store and buy an item for their apartment. This is to teach players how to navigate around the game.

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Lavender = Calming
Lemon = Fresh
Sandalwood = Earthy
Cosy = Cinnamin

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18-30
Mainly Women
Value sustainability and well-being

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The aim of the game is to complete missions to level up. Each level is unlocked by completing 10 missions. Missions are based on everyday tasks that someone in Hong Kong would do but at a more exaggerated level. For example, collect mail, help your neighbour and completing a job. There will also be missions based around the city e.g build a city hall, help out at the charity event and discovering new places. There will also be free mode where players can spend time improving their apartment and upgrading their look. They will need to earn coins from completing missions to buy upgrades

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https://www.ft.com/content/31bb0fa4-a236-11e9-a282-2df48f366f7d

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https://www.gamesindustry.biz/articles/2019-10-10-the-enduring-appeal-of-simulation-games

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https://www.washingtonpost.com/video-games/2020/02/04/how-sims-navigated-20-years-change-become-one-most-successful-franchises-ever/

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https://www.fbicgroup.com/sites/default/files/CCS_series01.pdf

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https://www.lbbonline.com/news/new-survey-reveals-asian-consumer-shopping-habits

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https://www.huffpost.com/entry/asian-millennials-the-new_b_12937942?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAADIg4UwJSu2QGzj8xDfUc_vp3toA6FqqnTqxQCulAUL2xD1Cbg6twDFCg9_AWXVaJZ7BMqbGBPuseH9kNmCKmJiySPnI6sfctywB2NdMSiwSPbbYpFcSKNfxXbMF8F-JpYvv3yVPDoq-HFWF_ssXLiswp2qDSbP8puuy4NsMyO7q

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https://adparlor.com/blog/infographic-the-social-habits-of-millennials/

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https://www.nielsen.com/hk/en/insights/article/2018/hong-kong-consumers-health-conscious-enjoyment-in-a-practical-way/

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Tips and Hacks on how to keep candles healthy and help them last longer

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Tips and ideas of self-care ideas you can do. Self-care is part of the marketing of my product

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In collaboration with Karen Yeung @iamkareno, a popular Youtuber in Hong Kong

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https://www.puig.com/webroot/downloads/about_us/Puig_Non-Financial_Information_Statement_ENG.pdf

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https://neilpatel.com/ubersuggest/

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Social Media and Pop-Up Shop

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Facebook
Instagram
WhatsApp
YouTube
SMS
Email Marketing

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Change Soy Wax to Beeswax
https://www.evenstarwellbeing.com/glow-of-wellbeing-the-problem-with-scented-candles/

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To ensure that I was able to complete all required work for this project, I planned my time with timetables

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For the last two weeks before the deadline, I created a timetable to ensure that I would have enough time to complete the work on the days when I wasn't working

Unfortunately, the time table couldn't be followed due to wifi issues and so I had to find something to do that didn't require wifi. In this time I managed to finish all my videos which I had planned to do the week after. This meant that after the issues resolved themselves, I already had one thing out of the way and could get the things I had planned to do done.

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Before the last two weeks, I would do work that I struggled with the most. This way, if I was unsure of something, I had enough time to speak to my tutors about it and make any necessary corrections. This meant I left things like SWOTS, PESTLES and the Marketing Mix to later on.

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A big obstacle for this project in particular was technical issues which made it difficult to stay focused and get stuff done. In the end, I had to change devices to ensure that I wouldn't keep experiencing issues.