Dalfon A perfume Company

Submitted to
Dalfon
The fragrance of life
Nilufer Yasmin Munni (NYM)
Lecturer
Dept. of Marketing & International Business
North South University

2
0 28th August 2022
Submitted By
Come Sale Away
2
2
 ACKNOWLEDGMENT
We owe a debt of gratitude from the bottom of our hearts to all who helped create this report.
We sincerely thank Nilufer Yasmin Munni, ma'am, for her teachings and directions.
Furthermore, we would like to thank a few more people for their knowledge and insights about the
perfume Industry, which have contributed to making this report. A few of them are
MD. Dulal Hossain (Whole sellers at New Market)
Sakib Ahmed Shafi (Sales manager, Infinity)
1
Rakin Ajim Islam (Salesman, Almas)
Harun-ur Rashid (Shop owner, DCC Market)
Bakhtiar Mahmud (Shop owner, Chak Bazar)
Mr. Shahinur Rahman (Perfume Collector)

Dalfon The Fragrance of Life

LETTER OF TRANSMITTAL
28th August 2022
To,
Nilufer Yasmin Munni
Lecturer
Dept of Marketing & International Business
North South University
2
Dhaka, Bangladesh

Subject: Submission of the group report

Dear Ma'am,
This is to pleasurably state that we, group Come Sale Away, from your course MKT 202, section 16,
have completed the marketing plan for a given product, Perfume (Dalfon), as part of our course
requirement.
We have created this marketing plan by following your instructions and using our course material.
We have also used some references and statistics to provide some further detail in the report.
We would like to convey our gratitude to you for your constant support and guidance. We hope this
report may able to exceed your expectations.

Yours sincerely,
Mehraj Alam Abesh
2211065030
Syed San Niazi
2221757630
Md. Tashfeen Farhan
2222285630
Md. Jayeed Al Sabit Taj
2222300030
Mahbub Hasan Anik
2222546630

Dalfon The Fragrance of Life

 OUTLINE

Topics Page
Executive Summary 4
Introduction 5
Company Summary 5
3
Mission & Vision 5
Goals & Objectives 5
Marketing Environment Analysis 6
Macro Environment 6
Micro Environment 8
Market Research 9
SWOT 10
Marketing Strategy 11
Segmentation 11
Targeting 12
Differentiating 12
Positioning 13
Consumer Buying behavior 13
Marketing Mix 14
Marketing Communication Mix (Promotional Tools) 15
Effective Marketing Communication AIDA 15
Budget & Financials 16
Conclusions 16
Reference 17

Dalfon The Fragrance of Life

EXECUTIVE SUMMARY
Perfume is a product of art. Creating the perfume correctly can make a company prosperous for
eternity. It has been a tough road for the perfume industry with many challenges, such as the rise of
synthetic fragrances and the decline in people wanting to wear perfume. With that idea in mind,
Dalfon has produced an n eco-friendly, mild, and one-of-a-kind perfume that projects nature and
connects its essence with us. After analyzing both market and its environments, to gain a strategic
advantage, Dalfon has created a product that offers more excellent value to customers than its rivals
4
targeting primarily people living in urban areas.

Moreover, for Dalfon, we have used Demographic, Behavioral, and Geographic segmentation. By
doing so, we have chosen to pursue people of both genders who are 15 to 40 and belong to middle-
class families. Furthermore, Dalfon has plans to launch different flavors according to customers'
locations. For instance, we primarily came up with three flavors: Rainy Day, Summer Vacation, and
Floral Spring, which are perfect for any given country and its weather; But for hot continents like
Africa, we plan to come up with Winter Hail. Keeping in mind the changing taste of consumers, this
perfume is made from pure essential oils, which are entirely natural, so it does not irritate the skin or
have any side effects; adding to that, it is entirely free of chemicals harmful to our environment. It is
Dalfon's one of many significant advantages; because Dalfon promises the least amount of pollution
and recycling most of its waste, we would not only save the environment but also make money from
our by-products which will eventually contribute towards our low pricing policy. Apart from that, in
Dalfon, we value consumers over everything; satisfying their needs by keeping our company afloat
for eternity is one of our agendas. That is why we maintain strategic communications through our
community, social media, and other services for consumer feedback that helps us develop our
products and future visions. Through connecting with our consumers and maintaining respectful
relationships with our stakeholders, suppliers, intermediaries, and employees, we aim to make
Dalfon perfumes the best in the market for their natural vibe and transparency.

Dalfon The Fragrance of Life

 INTRODUCTION
Established in 2022, Dalfon is a rapidly growing perfume brand exclusively produced in Bangladesh.
Dalfon keeps its prices low while maintaining the finest quality. Dalfon has a wide range of natural
perfumes for both men and women. Natural ingredients are utilized to make perfumes out of concern
for the environment. Furthermore, it is a halal product because it does not contain alcohol. Dalfon
can give the right amount of boosting to ensure anyone's best mood. Dalfon will be the choice of
many for years for its simple yet distinctive character.
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COMPANY SUMMARY
Dalfon provides the luxury of perfumes that will give the best natural fragrance for everyone.

MISSION & VISION

Mission Statement
We exist to Spread the fragrance of nature amidst everyone to modernize human life naturally,
saving the environment and Earth from pollution.

For focusing on missions, it is essential to be market-oriented, Realistic, Specific, Fitting for the
Market Environment, Motivating, and distinctive competencies.
Accordingly, our mission is to establish a perfume that not only smells natural but also manages to
connect nature to modern life and inspire the new generations toward a greener way of life.

GOALS & OBJECTIVES

Slogan
The fragrance of life for people who care about their environment.

SMART- Specific, Measurable, Attainable, Realistic, Time-bound.

Dalfon plans to achieve a 35% local market share within the upcoming ten fiscal years.
Dalfon perfumes are created with the vision of saving mother nature from pollution while providing
a natural eco-friendly scent and an alcohol-free aroma. Also, we plan on recycling most of our waste
to mitigate the rate of industrial pollution.

Dalfon The Fragrance of Life

MARKETING ENVIRONMENT ANALYSIS
MACRO ENVIRONMENT PESTEL
Political Factors
Domestic & International Political stability plays a vital role for a business to expand regionally and
internationally. For instance, Positive trade relations with other countries help a business to maintain
offshore business affiliation quickly and smoothly. Factors such as Tax Policy and favorable
government regulations will allow Dalfon to be competitive by controlling its business costs. 6
Although the war of Russia vs. Ukraine has increased the global tension, desirable policies
supporting business growth and development will enable Dalfon to expand and create economic
value for any country.

Economic Factors
The economy is known as the science of scarcity; countries that manage their resources according to
their demand and supply can maintain a stable economy which Bangladesh has not been able to do
because of global tension centering Russia-Ukraine war, pandemic, Possible recession, and other
factors which can potentially cripple the global economy. Keeping these in mind, we at Dalfon are
trying to keep a price range that will benefit both the company and the consumers. Our targeted
consumers will be from lower middle class to upper-middle-class people in urban areas of
Bangladesh and abroad. Due to inflation, imported products are more expensive than local ones, a
potential advantage we aim to score.

Social Factors
Perfume is a sensitive product as it can make or break one's personality, thus making it tricky to
promote to the targeted audience. As the first impression is the last, feeding the correct information
to the consumer is essential for Dalfon to prosper. Taste, Lifestyle, Education, Family, etc., are the
factors that drive the social point of view. So, it is vital to satisfy those factors to build an effective
promotional plan. As the market is changing and people are more aware of the products they use for
their appearance, we chose Transparency and Affordable quality products as our trump card for
Dalfon.

Dalfon The Fragrance of Life

 Technological Factors
Technological Infrastructure and integration into business are the future, as everything is shifting
towards digital platforms. From Accounting to Promoting the products, most of it is done digitally.
So, to keep up with the market, we at Dalfon's are constantly trying to develop strategies to utilize
7 smartphones, social media, and other innovations to establish our perfume more efficiently. Since the
Internet is the key to the new World, we aim to harness its reach and make the most out of the
opportunity. For instance, maintaining a website would be a huge YES for publicity and reach. As a
result, the higher internet penetration will help Dalfon improve its quality and allow it to engage in
strategic communications and marketing processes.

Environmental Factors
Due to rising Natural calamities and the deterioration of the environment, consumers are becoming
more aware of recycling and repurposing their products. This is why Dalfon promises wholly
recyclable and biodegradable products, from the packages to the bottle. Moreover, we plan on
accolading the people who will return or recycle their empty Dalfon. Apart from that, as Dalfon
focuses on natural ingredients, it is entirely eco-friendly and less power-demanding. Although Covid
19 has hampered the perfume industry, it is slowly recovering, which can be an opportunity for new
players like Dalfon.

Legal Factors
Law and legal policies save a business from anarchy; thus, implementing them in the business
regulations of Dalfon will play a significant role in its prosperity. According to the 2006 Labor act
and 2015 Labor rules, we plan to train and give proper safety gear to our employees. Moreover, in
Dalfon, employees are free from discrimination and work in a friendly environment free of health
hazards. Apart from that, Dalfon has patents for all its products and recipes, which protects the
company and product from replications.

Dalfon The Fragrance of Life

MICRO ENVIRONMENT COSMIC
Competitors
As there are very few local perfumes and the market is more dependent on imported perfumes
competing in such a market will be comparatively more straightforward for Dalfon perfumes as we
are offering superior value at an economical price to the consumer, which will be much more 8
economical for Dalfon. As imported perfumes are naturally more expensive due to shipping and
other costs, they will be unable to compete with Dalfon in pricing.

Organization
Dalfon is based on value and transparency. Here at Dalfon, we aim to provide the best value and
something that the World has never seen, and this vision of ours cannot be achieved without our
employees and their unity. That is why we maintain a worker-friendly environment in Dalfon,
valuing every voice, which is a crucial ingredient for Dalfon's success. Our productivity level stays at
its peak because of our unity and health management. Our employees are appreciated with salaries,
vacations, social gatherings, accolades, and other inspirational events.

Suppliers
Supplier is a massive gear in a Company's Engine; without them, the company is as good as nothing.
Dalfon works to provide the best natural perfume, which is impossible if it does not get the raw
materials from its suppliers. These complications can be prevalent in large-scale companies, so
Dalfon continuously collects and stores the raw materials in bulk from multiple suppliers to avoid
shortages and late productions. Moreover, we maintain professional relationships with our suppliers,
so they do not feel disrespected and build a Superior upstream supply chain.

Market
As a new product, our perfume will have to prove its profitability to the market, and the best way to
do it is to progress by making a profit. To maintain an upstream graph, Dalfon must retain its
positive results and satisfy its stakeholders for funds and other resources. Dalfon plans on doing this
by considering customer opinions and developing its product accordingly. Although maintaining a
satisfied customer base will not bring progress, Dalfon will have to keep growing, granting more
market space and customer base to the perfume.

Dalfon The Fragrance of Life

 Intermediaries
Choosing the right set of intermediaries can have a massive impact which should be considered
cautiously. Because of Dalfon’s competitive pricing, along with gifts and complementaries, it is
essential to track what feedback they are getting. An unreliable distributor can ruin a product's image
without proper supervision; moreover, if the distributor is dishonest, it can break the customer's trust
9 and fail the entire distribution network. We considered distributing our product online to capture
more markets and adopt modern business methods. Also, Dalfon keeps representatives to keep
everything in check, eliminating all kinds of conflicts.

Customers
Targeting customers is tricky, and targeting the right segment is crucial for a strategic advantage. To
take advantage of Dalfon's pricing strategy, we planned to choose the customers who live in the
lower-middle to the upper class, which would prove beneficial for penetrating the market. As we are
primarily targeting people willing to smell good rather than showboating their perfume brands,
quality and value are the perks we will be focusing on. By doing so, we at Dalfon plan to win
customers' trust and establish Dalfon perfumes as a quality product. Not only that but also, we plan
to check on our customers regularly for their feedback and upgrade our services accordingly.

MARKET RESEARCH
Gaps
In Bangladesh, most outlets do not hold perfumes of natural fragrance along with those which are
alcohol-free. Most imported or local perfumes are not eco-friendly due to VOCs and other chemicals.
Moreover, due to being imported, perfumes are a luxury substance in Bangladesh which we can
exploit with our value-based pricing.

Pricing of Perfumes
Most renowned shops, such as ALMAS, INFINITY, BODY SHOP, LAVENDER, etc., hold
perfumes that start from 1500TK to 8000TK, which is a great deal for any middle-class family. Even
whole selling markets like New Market, DCC market, Dubai Market, Chak Bazar sell quality
perfumes starting from 1800-2000TK but only if it is bought in bulk which is impossible for retail
consumers.

Dalfon The Fragrance of Life

Availability
Perfumes are available to buy both online and offline. For instance, we can purchase perfumes from
social media sites, established websites, etc.; offline; we can find fragrances in exclusive outlets,
superstores, and other renowned shops.

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SWOT ANALYSIS

Dalfon The Fragrance of Life

 MARKETING STRATEGY
SEGMENTATION
Market segmentation is the technique businesses use to separate vast, diverse markets into smaller
ones that can be more profitably provided with goods and services tailored to each customer's
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requirements.
Segmentation can be classified into four different types, which are 1. Geographic, 2. Demographic,
3. Psychographic, and 4. Behavioral.
After Considering all the types, Dalfon should target three segments; 1. Geographic Segmentation,
2. Demographic Segmentation, 3. Behavioral Segmentation.

Geographic Segmentation
Based on Consumer locations and what tastes and similarities they share, we can segment people,
known as Geographic Segmentation. As we have thought of the product carrying the natural
fragrance, we have intended it for urban people as they mostly live in buildings that are missing out
on natural aromas. Furthermore, according to the weather, we plan on developing flavors for specific
areas; for example, the Winter Hail flavor for hot African countries. Although we plan on providing
nationwide, we want to prioritize giving different sizes to different places.

Demographic Segmentation
Segmenting people according to age, gender, and lifestyle is comparatively easier to adopt in
business methods. For instance, people aged 16 to 25 are most likely to be students, and according to
their choice, they would prefer quality goods at a low price which is perfect for our 50ml packs that
cost 150TK. As far as people go, our perfume will be Unisex. Furthermore, our scent will be cost-
effective so that low-income people can experience it.

Behavioral Segmentation
Segmenting people by their taste, lifestyle, and usage rate is classified as Behavior Segmentation.
This kind of segmentation requires research and customer feedback, but doing so proves much more
effective due to consumer opinion. Because, after all, each product is centered around a specific type

Dalfon The Fragrance of Life

of consumer set. As far as perfume goes, our smell will be suitable for Formal and Non-formal
affairs. Moreover, Dalfon offers quality with Economic value.

TARGETING
Targeting the right set of segments can boom a business. For example, Ferrari targets the very few
people who can afford to buy their cars, yet they profit by selling at skimming prices. However, for
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Dalfon, we plan to target Middle to Upper-middle-class people of both genders aged 15 to 40 and
living in Urban areas. In addition, we have targeted this segment to have a competitive advantage
over rival brands.

Mid-Upper
Urban Unisex 15-40
mid

Market size
In FY2020–21, according to data from the National Board of Revenue (NBR), Bangladesh imported
fragrances worth TK 1,223 crore, up from TK 1,021 crore in FY2019–20, TK 978 crore in FY2018–
19, and TK 975 crore in FY2017–18.

Market Expansion
Market expansion is developing and carrying out experiments to improve and optimize the outcome
of the target sector. To create the market for our product, we plan to introduce its fits and benefits to
the consumers. Furthermore, to penetrate the market, we hope to offer low prices with other
attractions to capture more demand in the least time.

DIFFERENTIATING
Dalfon will utterly differ from its rivals in types, origin, packaging, and many more. Dalfon can be
differentiated from imported perfume because they are expensive, contain alcohol, are harmful to
nature, and cause skin disease and allergy to some people. In contrast, Dalfon products are non-
allergic, do not contain alcohol, are nature friendly with a natural smell, and are environment
friendly.

Dalfon The Fragrance of Life

 POSITIONING
"The ultimate fragrance for the
13 discerning male and female, our
perfume delivers a one-of-a-kind
floral aroma immediately
recognizable as nature smell and its
rare in the market."
Dalfon provides low-cost perfume
than any other brand in Bangladesh
Market in perfume segments, not in
deodorants or body spray. It’s eco-
friendlier and more long-lasting than any other perfume as per lab test for 24 hours, giving a
competitive advantage in the market.
It can be easily accessible through online shops, retail outlets, and exclusive superstores. Dalfon
offers the perfume at a place closer to its competitor, especially the imported smell in the outlets or
superstores to compete with its rivals.

CONSUMER BUYING DECISION BEHAVIOR

Complex Buying Behavior
high consumer involvement and significant brand difference among perfume brand

Variety-seeking Buying Behavior

low consumer involvement and significant brand difference among perfume brand

These are the behavior differences we observed in the case of Dalfon.

Dalfon The Fragrance of Life

MARKETING MIX
Product
Dalfon perfume projects nature while being entirely eco-friendly; Halal focuses on quality and
consumers.

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Price
Since each perfume unit costs 580 TK, we plan to charge 590 TK for 200ml, 350TK for 100ml, and
150 TK for 50ml. By doing so, we would be able to provide the best value for money and maintain
profit and strategic advantage against rivals.

Place
We plan to provide the perfumes through B2C, online websites, Dalfon's retail outlet, and Local
distributors as our product is an FMCG product, so it needed an exclusive store to sell or showcase
the perfume. As an FMCG product going through the retailer channel, it will make the aroma
available at every small retail shop in urban and rural areas.

Promotion
This is one of the essential features which will make Dalfon the market leader in the Bangladesh
perfume industry. The promotion mix can be extensive TV advertisements, magazines, hoardings,
newspapers, online campaigns on different social media sites, and building up our brand image by
using a new chemical structure and degrading the image of Dalfon's competitors.

MARKETING COMMUNICATION MIX (PROMOTIONAL TOOL)

Advertising
TV Broadcast
Social media

Sales Promotion
Short-term incentive to increase sales.
Provide samples for new consumers

Dalfon The Fragrance of Life

 Loyalty cards

Personal selling
Dalfon booth outside universities, shopping malls, retail grocery outlets, and clothing stores.
Social media can reach young generations to easily exchange ideas and content to develop and sell
our products.
15 PR can build public relationships and portray a positive image of the brand to consumers to boost
sales.

EFFECTIVE MARKETING COMMUNICATION AIDA

Attention
People first pay attention to the image and then to the context. Consequently, the image should be as
informative, original, and catchy as possible for Dalfon Products. Visualization elements include
effects, shades, dynamic features, gifs, and videos. They are also a powerful tool to attract the target
audience's attention.

Interest
In any text, the first 30 seconds of reading is crucial; If a person does not find anything useful in the
perfume's packaging, they will avoid buying it. It is essential to provide necessary information to
capture the interest of people.

Desire
Dalfon does not contain insoluble components that are harmful to the environment. Dalfon is free of
any health issues, which is comfortable for most people.

Action
Long lasting more than 24 hours. Dalfon provides certificates confirming the product's quality,
integrated by the government of Bangladesh.

Dalfon The Fragrance of Life

BUDGET & FINANCE
TOTAL COST OF DALFON'S BUSINESS
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Elements BDT
Chemicals 30000
Packaging 25000
Disigning 25000
Total Variable Cost 80000
Rent 150000
Labour 150000
Instruments 200000
Total Fixed Cost 500000
Total number of Units 1000
Total Cost 580000
Cost per unit 580

CONCLUSION
Dalfon promises quality and the best one. It delivers a natural smell that projects the essence of
nature and the environment connecting people with their Earthly side. In recent days, most
companies are shifting towards a greener way of producing, which Dalfon already has, and assuring
to recycle 100% of its industrial waste will be more convenient for the World. We hope to
accomplish our vision through Dalfon and establish an everlasting new Brand.

Dalfon The Fragrance of Life

 REFERENCE
Positioning statement
Buy perfume in Bangladesh
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Dalfon The Fragrance of Life

 18

Life is like perfume

beautiful
delicate
And
promises to make
you feel alive

Come Sale Away

Dalfon The Fragrance of Life