A PROJECT ON
BRANDING AND POSITIONING OF CHANEL
FOR THE DEGREE OF
THE BACHELOR OF MANAGEMENT STUDIES
UNIVERSITY OF MUMBAI
UNDER THE GUIDANCE OF
PROF. NEELA RADHAKRISHNA
SIES COLLEGE OF ARTS, SCIENCE AND COMMERCE
NERUL, NAVI MUMBAI – 400706
ACADEMIC YEAR 2012-13
I, ANUSHA IYENGAR, studying in T.Y.B.M.S, of SIES COLLEGE OF ARTS, SCIENCE AND COMMERCE, NERUL hereby declare that I have completed the project on BRANDING AND POSITIONING OF CHANEL in the year 2012-13 as per the requirements of Mumbai University as a part of Bachelor of Management Studies (B.M.S.) programme.
PLACE: NAVI MUMBAI
I, NEELA RADHAKRISHNA, hereby certify that ANUSHA IYENGAR student of S.I.E.S. COLLEGE OF ARTS, SCIENCE AND COMMERCE, NERUL has completed her field work project on the topic of “BRANDING AND POSITIONING OF CHANEL” in the Academic Year 2012-13. This project is based on bonafide information.
__________________ ___________________ ___________________ PROF. NEELA R PROF. NEERA DR. RITA BASU (PROJECT GUIDE) (B.M.S. CO-ORDINATOR) (PRINCIPAL)
My thanks to my project guide, Prof. Neela Radhakrishna for assisting me in every way possible and gently steering me back to track wherever she felt I deviated. I am deeply grateful to Omkar Chitnis and Apoorv Chitnis for helping me out with the content and ideas and recommending the movie “Coco before Chanel”. It helped me a lot. My thanks to my mother for being so supportive all the time. My bestfriend Nikki Vasu for helping me complete the project. Also the whole BMS faculty of my college. Thank you very much.
| Page No.
| Executive Summary
| Objectives of the Study
| Research Methodology
| What is a brand?
| 5.a. Meaning and Definition5.b. Is brand different than naming?5.c. How long does it take to build a brand?
| Introduction to Chanel
| 6.a. History of Chanel6.b. The Chanel Products
| Branding of Chanel
| 7.a. Facebook7.b. Twitter7.c. Youtube7.d. Mobile App
| Industry Analysis
| 8.a. Target Audience8.b. Market positioning8.c. Market Sector8.d. Competitor Analysis
| What is Positioning?
| Positioning of Chanel
As global economy is recovering, the number of wealthy Asians willing to spend on luxury goods is also increasing. In a technology world today, both young and old rely on the internet and increasingly, smart phones for information and entertainment on the go.
Chanel is an established fashion luxury and beauty company in France founded by the stylish Coco Chanel, famous for revolutionizing women’s fashion and introducing timeless elegance and style. Apart from a long history, Chanel’s strength also lies in cult designer Karl Lagerfeld who never fails to interest consumers and a management team that is highly effective in preserving and promoting the brand image and attuned to consumer needs and market trends.
Chanel will no doubt retain her powerful market positioning by continuing the excellent job she is doing. To expand her market share, she can increase emphasis on new media marketing and consider e-commerce, something that competitors are already venturing into. This paper seeks to analyze Chanel’s performance and provides recommendations for what can be improved to further expand Chanel’s global power.
OBJECTIVES OF THE STUDY
OBJECTIVES OF THE STUDY
* To analyze the branding and positioning strategies of Chanel.
* To understand the different products of Chanel and how they are branded.
* To understand the scope and concept of the subject....
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