Crosscut Advisory Proposal to Global Fragrance Brand

TMTM

SelectNY Proposal: Fragrance Exploratory

Crosscut Advisory Partners, LLC.

© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

Confidentiality

Crosscut will hold all information gained from SelectNY under the strictest

provisions of client-partner confidentiality. Crosscut’s principals and

representatives will keep any, and all information, confidential, and will not

divulge to any third party.

© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.1

SelectNY is an astute global luxury strategic communications concern. Its

Chief Strategic Officer, Wolfgang Schaefer, has requested Crosscut develop

an approach outlining how it would logically interrogate, and find new

insights in the consumer fragrance category.

Crosscut principals have prior experience in fragrance, specifically,

developing the strategic platforms for Hugo Boss V, Rocawear 99, and

start-up leadership in men’s grooming. Crosscut will leverage this

experience for this engagement.

Background


Objective


Crosscut will discern new Culture contexts

and insights relating to the awareness,

consideration, purchase, and consumption

of fragrance. The primary premise of this

objective is to ascertain what consumer

attitudes and behaviors are shaping the

Culture of fragrance, and how.

We will evaluate and analyze the fragrance

market, consumer, product, and experience,

in order to identify relevant and emergent

consumer tangents.

This customized approach consists of

CrosscuttingTM

, a proprietary quantified

measure of Culture in markets, layered on

top of Crosscut’s strategic methodology -

Evaluate, Measure, Apply - will identify

alternative leading directions for fragrance

brand marketers.

3


Deliverable

Crosscut will deliver a business opinion

and strategic recommendations via a

comprehensive Power Point deck and

presentation, including sources, findings,

insights, and implications.

4

Crosscut Methodology


Cut 1: Evaluate

Review and interrogatecategory, market,consumer, channel,product, brand data

Define Culturedimensions to track +Qual research

Cut 2: Measure

Crosscutting Process

Audit of category KeyPerformance Indicators:Drivers of Purchase

Identify and correlateCrosscuts to category

Extract simple outputs,recommend direction

Cut 3: Apply

Apply Culture tobusiness and revenuemodels as Market-Performing CultureIntelligence

POSITION NEWFRAGRANCE

CULTURE INSIGHT

EXTEND AND STRETCHFRAGRANCE

CAGTEGORY/EQUITY

ADOPT ANDCOMMUNICATE

RELEVANT CULTUREBEHAVIOR

LEVERAGE CULTURE TO

INCREASE CONSUMERTARGETS

INFLUENCECATEGORY VALUE

PROPOSITION

REASON TO BELIEVE

FOR PURCHASEDECISIONS

MANAGE BUSINESS

AND BRAND RETURNSVIA IMPLICATIONS

1 2 3

4 5 6

7

5

Qualitative Approach

Crosscut will utilize a mix of qualitative and quantitative research

methodologies to begin to decipher where fragrance is headed, and why.


Focus Groups

ExpertInterviews

OnlineQuestionnaire

NYC-based focus groupcompromised of Heavyfragrance users, maleand female. Objective:Attitudes, Behavior,Perception, Usage

One-on-one interviewswith leading

practitioners infragrance development,marketing, branding,trade, and academia

Comprehensive onlinequestionnaire designedto test hypothesis and

new learningsregarding fragrance

insights andexploratory areas

ShopperAnalysis

Shop-a-long trips withfragrance-involvedconsumers; Store

observations

6

Quantitative Approach - CrosscuttingTM

Crosscut will poll approximately 50-100 consumers to identify what

dimensions of Culture for fragrance are most relevant today, and what will

motivate them to seek new fragrance experiences tomorrow.


Commerce

AUTOMOTIVE

BEER &SPIRITS

CNSMERELCTRONCS CPG DIGITAL

ENTERTAINMENT

ENVIRONMENT

FINANCIALSRVCES

FOOD &BEVERAGE

HEALTH

CARE

HOSPITALITY

MEDIA &PUBLSHNG

QSR &CAS

DININGRETAIL

SOCIALMEDIA

SPORTSTECHNOLOGY

TELECOMTRAVEL &LEISURE WIRELESS

Culture

CELEBRITYINFLUENCE

CULINARYHABITS

CURRENTEVENTS

DESIGN DIVERSITY

ENVIRONMENT

FAITH FAMILY FASHIONENTERTAIN

MENT

GAMING &HOBBY

HEALTH &FITNESS

INNOVATION

INTOXICANTS

LANGUAGE

MEDIAMUSICTASTE

ROLEMODEL

SEXUALITY SUCCESS

X

7

Culture Hypothesis

While Crosscut views the category of Fragrance within Consumer Packaged

Goods, determining which Culture dimensions most influence consumption is more

difficult. Our hypothesis are the following dimensions may be drivers…


Culture

CELEBRITYINFLUENCE

CULINARYHABITS

CURRENTEVENTS

DESIGN DIVERSITY

ENVIRONMENT

FAITH FAMILY FASHIONENTERTAIN

MENT

GAMING &HOBBY

HEALTH &FITNESS

INNOVATION

INTOXICANTS

LANGUAGE

MEDIAMUSICTASTE

ROLEMODEL

SEXUALITY SUCCESS

8

Areas of exploration

Brand awareness and trial

Brand image and fragrance attributes

Consumer demographics

Consumer usage behavior

Sales channel mix

Seasonality, gifting, ancillary

Innovation

Adult, teen shopping incidence by retail format

Product merchandising

Advertising and communication

Adjacencies and other factors

Gender perceptions

Aroma and scent profiles


Key consumer variables to examine

Adoption

Affinity

Awareness

Esteem

Loyalty

Persuasion

Preference

Purchase

Recall

Respect

Retention

Trust

Value


Timeline

Crosscut can fulfill this proposed research scheme in 30 working days:

W/O April 26, 2009: “In field” collecting data (qualitative)

W/O May 3, 2009: Crosscutting (quantitative)

W/O May 10, 2009: Client interim briefing and status

W/O May 17, 2009: Further strategic refinement and development

May 21, 2009: Client presentation


Benefits to SelectNY


The benefits of a Crosscut engagement to explore the fragrance marketplace

accrue to SelectNY as follows:

Leverage Culture to understand fragrance market dynamics

Discover what is driving purchase in fragrance consumption

Identify emerging trends in fragrance and consumer behavior

Modify and refine existing strategic decisions and tactics

Optimize future product launches, communications and strategies

Develop competitive mitigation strategies and plans

12


Pricing & Terms

$XX,XXX

Assumes all direct and indirect costs and fee

50% of total due in the first working week (five days from agreement)

Net 15 days for balance due

13

TMTM


Thank you.

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Crosscut Advisory Proposal to Global Fragrance Brand

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