International marketing communications Portfolio: Dior Addict Content Introduction FRANCE I. Marketing analysis p 4 A. PESTL p 4 B. Opportunity / Threat p 4 C. Strengths / Weaknesses p 5 D. Segmentation p 5 II. Communication analysis p 5 A. Christian Dior`s image p 5 B. Mode of communication p 6 1. Basic offer p 6 a. FAB terminology p 6 2. Persuasive communication p 6 a. Target description p 6
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CASE STUDY Market Segmentation—Man’s Fairness The male fairness segment industry is pitched at around Rs. 250 crore and the industry is growing at a scorching 150 percent per year. The industry evidently has woken up to the fact that the metro-sexual and has a large appetite for beauty (the industry expression is "male grooming") products‚ particularly driven by a desire to look as fair as the fairer SEX. ABC Company recently launched ’GROOM PLUS’ the first men’s fairness cream and claims
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values is focused on personnel training benefits and dotfit. No mention of improvement of community or serving any other segment for this business. This is a different type of marketing and segment targeting. Benefit Segmentation: Usage: Loyalty Status: Multiple Segmentation Bases: F2 Young Accumulators - Kids & Cul-de-Sacs (25-44 ages) F4 Sustaining Families – Big City Blues (35 and Up) Y1 Midlife Success - Brite Lites‚ Lil City (55 and Up) M2 Conservation Classics – Gray
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monetary value than the casual viewer (acquiring a new costumer is estimated to cost about 5 time more than retaining one). Note that although scenario-2 as well delivers these values it incurs higher risk due to its aggressive and narrow market segmentation. Finally‚ although the channel is still generating a healthy profit and therefore one would be reluctant to changes‚ this suggested graduate‚ less drastic change would help management to stand behind it from other business aspects such
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Luxury Retail Management Individual Assignment Luxury Brands Digital & OMNI Retail Strategies Decoding DIOR DNA • • • Feminine Princess Sexy CODES • • • Cannage Knot & Oval Rose • • Flirtatious Française • • Avenue Montaigne New Look Distribution Strategy • Dior Beauty is following a multi-channel distribution strategy worldwide. • Mainly sell products at wholesale to dealers and retailers including department stores. • Also sell beauty products in brand retail store together with ready-to-wear
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ALEXANDER MCQUEEN Fashion Designer (1969 - 2010) ALEXANDER MCQUEEN (1969 - 2010) burst onto the fashion stage in 1992‚ courting controversy as headlines hailed him as the new enfant terrible. Though contentious and frequently misunderstood‚ he established the fashion label that is now internationally acclaimed and coveted without compromising his approach. From the start of his career McQueen has both shocked and delighted his audience with raw presentations often depicting bleak history and anarchic
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selection. Handbags‚ accessories‚ wallets‚ jewelry‚ belts‚ and shoes are some of the products Coach offers. These products are part of an extremely competitive industry that has many competitive designers such as Giorgio Armani‚ Kenneth Cole‚ Christian Dior‚ and Carolina Herrera. Taking into account its relatively new entrance into the Canadian market‚ Coach has been noticeably successful. Most of it can be accredited to its commitment in growing and developing their sales staff. Programs such as “Coaching
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is to gain an understanding of how the two companies achieve their marketing corporate objectives through a comparison of two different companies based on their marketing mix. 1.2 The two companies that will be based on this report are Christian Dior and its competitor Chanel. Both companies are in the fashion industry. They are the top fashion brands to be known throughout the world. 1.3 The marketing mix includes 7 P’s. The basic ones are‚ Product‚ Price‚ Place‚ Promotion‚ the extra ones are
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Chapter 8 is entitled Segmentation‚ Targeting‚ and Positioning and focuses on how companies divide their markets‚ how they choose which markets to pursue‚ and how they position their products to make them more attractive to consumers. The chapter starts of by detailing the five levels of the Segmentation‚ Targeting‚ and Positioning Process. The first two steps are a part of Segmentation and they are developing the strategies or objectives and segmentation methods. The next two steps‚ evaluating
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1. J’adore is a timeless fragrance by Christian Dior. It was created in 1999 and remains one of the most popular fragrances of the brand for women. Christian Dior‚ the father of the “New Look”‚ had for mail goal to “save women from nature”. Dior is known everywhere in the world. “Absolute feminity” is one of the slogans for J’adore. 2. Dior uses different market segmentations to sell their product. First of all‚ there is a geographic segmentation. Perfumes are luxury products. Thus‚ they target
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