MKTG 401 Marketing Strategy Paper
Christian Dior Parfums is a division of Dior, and was founded in 1947 by Christian Dior.1 The company operates over 235 boutiques internationally and plans to continue growth in the future. Dior has approximately 42% stake in the luxury goods giant LVMH. The House of Dior, known as the headquarters for the company, is located at 30 Avenue Montaigne in Paris France.2 The product this paper will focus on will be the J’adore Eau de Parfum Spray in the 3.4 ounce bottle. 2.
The fragrance, J’adore, was originally created for Dior by perfumer Calice Becker in 1999.3 However, Francois Demachy, perfumer-creator for the House of Dior is the current craftsman of the new J’adore creations.4r Francois Demachy, formerly with Chanel, manages the in-house creation of the fragrances that were formerly concocted from finished perfume oil from Givaudan.5 Christian Dior was very passionate about flowers and was felt “Flowers are the most heavenly creation after women.”6 The J’adore Eau de Parfum is a floral fragrance, encompassing the distinct essences of the ylang-ylang of the Comores, the damask rose, and the sambac jasmine.7 The bottle is unique in that the design was inspired by the first fragrances released by Dior in the shape of amphoras.8 An amphora is “an ancient Greek jar or vase with a large oval body, narrow cylindrical neck, and two handles that rise almost to the level of the mouth.9” The bottle is representative of the heritage of the house of Dior as well as the modern designs of its current fashion. The shape is very iconic of an alluring female body and is reminiscent of the sketches of the Haute Couture gowns and models that Christian designed in the earlier years in the Company. The jewelry adorning the bottle is symbolic of Maasia necklaces.10 An extensive amount of thought and research was put into the design of the actual fragrance as well as the package in which it comes. The exclusivity of the combination of these factors sets J’adore apart from its competitors as well as the other fragrances by Dior. 3.
I would obtain this product by visiting the Dior website (wholesaler/manufacturer), but there are bountiful retail department stores (Macys, Nordstrom, Dillard’s, etc.) as well as Beauty stores (Sephora, Ulta, etc.) that offer the J’adore Eau de Parfum Spray in the 3.4 ounce bottle. 4.
This specific size bottle of J’adore Eau de Parfum Spray is available for the price of US$102.11 According to the Macy’s website, most of the designer fragrances available in the same amount of product are priced between $50-$100.12 The products that are priced around the same as J’adore are made by labels of comparable reputations such as Prada, Yves Saint Laurent, Bvlgari, Versace, and Cartier.13 This price is attractive to me because I have observed that most designer fragrances are similarly priced and I can appreciate the prestige that goes along with owning and wearing a luxury fragrance. 5.
The product is positioned as an icon of elegance and femininity—Dior’s passion. The English translation of the French phrase “J’adore” is “I love.” 14 The message that the product’s promotions are conveying is that J’adore is a fragrance to “celebrate the essence of woman and her beauty”15. The message conveyed to me is one of pride in femininity and beauty and that by owning and wearing J’adore, I will feel these sorts of emotions. In order to promote J’adore, Dior employs a variety of communication mediums. Since the introduction of the product occurred during the dawn of the age of the internet, Dior has been able to utilize the innovations accompanying the development of the world wide web while simultaneously maximizing the old fashioned ways of promotion and advertising. The most recent advertisement that has received a significant amount of recognition and publicity has been the commercial filmed in the Hall of Mirrors in the Palace of...
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