Mercurius Case Study

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Instinct · Mercurius

By Bing Xue

In accordance to Olins (2003), brands and branding are the most significant gifts that commerce has ever made to popular culture. Branding has moved so far beyond its commercial origins that its impact is virtually immeasurable in social and cultural terms. Thus it can assert that brand is really important to customers.
In terms of new brand development, it need observe a good brand of virtuous circle principle. Consequently, positioning, learns and promotes and nurtures are essential (Cheverton, 2006). Creating Mercurius as the brand name for the male fragrance, because is a symbol of the ancient Roman God who full of masculine and seductive. Furthermore, as Morgan & Rego (2009) indicated provides brand with an emotional role that appeal to its customers and sellers. In fact, Mercurius could provide impression to customers through its narrative. On the other hand, setting segmentation, targeting and positioning also are important aspects to develop new brand.
Just like Proctor (2000), supported that segmentation makes it easier to firms to produce goods or services that fit closely with what people want. As well as Ferrell and Hartline (2011) pointed out target marketing is where the seller targets 1 or more of these segments with products & marketing programmes tailored to each segment. As a result, Mercurius’ target market sets service to men, who aged between 20 to 40 years old, meanwhile, it entries in Social Grade ABC1 as a high-end brand (Edward, 2013). Compared with other competitors, such as Gucci Guillty Pour Homme, Bleu de Chanel and Jean Paul Gaultier, Mercurius is designed only for men to show its specialization and personalization. Furthermore, Mercurius will through launch event, advertisement, social media, magazines and customer service to promote itself and the first product ‘Instinct’. Armtrong and Kolter (2005: 207) indicated the way the product is defined by consumers on important attributes-the place the product occupies in consumers’ minds relative to competing products. Sequentially, promotions help Mercurius to leave a deep impression to customers.
Because slogans are short phrases that communicate descriptive or persuasive information about the brand (Keller, Aperia & Georgson, 2008: 150), Man Made to Your Soul can just interpretation of the brand concept. In turn, Man Made in Heaven also considered in the first time, but it involves the religious problem cannot reflect the brand idea perfectly. In terms of packaging, Folkes & Gupta (1993) found that long after customers have bought a product, a package can still lead them to believe they bought it because it was a good value. At the same time, human sense of taste and touch is very suggestible, and what they see on a package can lead them to taste what they think they are going to taste (Folkes & Gupta, 1993). Mercurius choices black and white that simple style atmosphere package in a 90ML glass bottle, and keep the structure is thorough whist form is normal. However, Campobassp (2012) believed that colour of the packaging might influence taste. Mercurius packaged
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