jo malone london by Yi-En Kuo

since 1994

anniekuofrtw — 2019-11-12 21:31:03 UTC

- British bespoke fragrances
- uni sex/ don't want to classify gender
- luxury brand in the cologne industry
- inspired by British culture
- under estee Lauder

unisex

anniekuofrtw — 2019-11-12 21:45:35 UTC

- all of the fragrance are meant to be layered ( creating personal scent)/ perfect alone, even better together
- classify them in different family such as fruity, light floral and woody
- cologne intense collection
(black bottle)

art of gift gifting

anniekuofrtw — 2019-11-12 21:47:58 UTC

- the iconic cream box (black box for home product)
- black ribbon (cream ribbon)
- tissue spritzed with their iconic scent: LBM

services

anniekuofrtw — 2019-11-12 21:52:09 UTC

complementary services:
scent your home
scent for men
scent for you
Discovery Movement
Bridal Concession

brand's mission

anniekuofrtw — 2019-11-12 22:06:22 UTC

1. be the best
2. the highest quality service in fragrance
3. providing fragrance experiences that amaze

year

anniekuofrtw — 2019-11-12 22:09:02 UTC

jan: escape reality (cologne intense collection)
feb-apr: celebrating British culture
apr-jun: blossom collection
(spring)
jun-aug: hero products
aug-oct: A launch (new scent for the permanent collection)
oct-dec: Christmas scent

strength

anniekuofrtw — 2019-11-12 22:16:47 UTC

- high-end/ luxury/ precise and distinctive
- packaging: well-designed to express characteristics
- personalised and high quality
* UNIQUE SELLING POINT: fragrance combining: create your own scent (BHW- cologne- BC)
* all ingredients are extracted from natural materials
- free services: proving the service and let ppl get to know the brand more without paying any fee and experience
- brands belongs to estee Lauder: more support and internationally recognised
- there is always a story behind the fragrance for example, 154 and amber and lavender
- Christmas packaging
- celebrating British culture
FEB: British collection
- city fragrance
London: PN
Taiwan: EPF
Seoul: BB

weakness

anniekuofrtw — 2019-11-12 23:07:06 UTC

- brand recognition< Chanel/ Dior/ Givenchy
* because the brand is still young
- promotion of the brand is ineffective
* spokesperson/ advertising on mass media are absent
*social media and pr influence low
(P+B launch not promoting well)
* influence of the brand is low
* most ppl think JML do candles only
- pricey
- no discount of the year
- although the scent are all unisex but people still recognise it as a female fragrance shop
- men's fragrance
* cos men prefer buying sth particular for men not for unisex

opportunities

anniekuofrtw — 2019-11-12 23:07:46 UTC

- JML corresponds with these current trend: customisation
- men's perfume: men's customers are now more care about their appearance and JML hasn't got a series of men's fragrance/ products
- JML extends overseas market, especially in Asia
- worldwide limited edition
eg, you can only get city candle in the the particular city
- British culture deliver
- winning in millennial customers
- selling their products in the fragrance store (look fantastic)
- collaborate with other brands (Huntsam collection)
- collaborate with Hotel (high-end customers could have a chance to try their products)

threatens

anniekuofrtw — 2019-11-13 11:18:17 UTC

- due to the low brand recognition: low market share
- according to the research: those luxury brand attract people customers by their name
brand< Chanel, Dior etc
- copy cats (easy to copy their image)
- the founder of JML left the brand due to her cancer and now she has her own new brand: JO LOVE therefore people may get confused of JML and JO LOVE.
- TK max sold some of the scent in cheaper price

anniekuofrtw — 2019-11-13 13:02:17 UTC

the founder of JML and Jo love

statistics: fragrance market value by product types in 2018

anniekuofrtw — 2019-11-13 15:11:33 UTC

weaknesses:
according to the market value, fine unisex fragrances occupy the lowest percentage of the whole market

prestige cosmetics and fragrances in the uk

anniekuofrtw — 2019-11-13 15:14:22 UTC