香奈儿邂逅香水营销策划英文版课件.ppt

1、Chanel chance EDPContent1.Introduction to the Product 2.Consumer Profiling Analysis 3.Market Segmentation and Targeting4.Opportunity and Competitor4.Positioning Strategy 5.Marketing Activity（Video）6.Conclusion1.perfume history nEgyptian combustion plant found the earliest perfume nIn17th Century the

2、 perfume fashionable whole societyn18th Century appear Colognen19th、20th Century perfumes unprecedented prosperity,as Lancome、Este Lauder nIn 2007 China perfume consumption is second in the world,and the only Japan 2010 China market expansion after,development potential is great 1.Chanel brand nFoun

3、ded:Coco Chanel creation Chanel brand in Paris in 1913,products include couture,glasses,jewelry,perfume etc.nStyle:meticulous,luxurious,simple,pure,and never go out of fashionnConnotation:popular transient,style persistent1.Chanel brandnContinuity:ebullience and dignified,both the French romantic,hu

4、morous,and German rigorous,refined.nreform:put forward quality assurance,nose trained excellent quality,and develop different perfumes than before 2.Consumer Profiling AnalysisnCare about psychological satisfaction.（Satisfied in the spirit consumption）2.Consumer Profiling AnalysisnIn the modern soci

5、ety,consumption goods play role in our life.People have the good life,they are worried about their the psychological satisfaction.Perfume slowly become a crowed consumption goods,and people use the perfume to gain psychological satisfaction.So they will need and buy perfume2.Consumer Profiling Analy

6、sisn21century,women go out to work,they need to make up herself,so they need to buy perfume.Perfume bottle and perfume can well reflect their lifestyle,statenMeantime,therere special crowed,which is 90s and 80s.They like special perfume to show their special character.2.Consumer Profiling AnalysisnI

7、n the western and eastern,the western and eastern people has different need about culture.nThe eastern people like to buy the perfume of light and love smell,the eastern like to nature.2.Priture1：Consumer lovely perfume odor typeDifferent people have different charities,they need different odor type

8、 to select perfume.2.Pricture2：Buying reasonConsumers need and buy,which is for giving gift and life interesting.2.Pricture3：Advanced perfume and crowed perfumeMany consumer like to select advanced perfume,because to their psychology,state and buying power.3.1 GeographicnIn the urban,they would like

9、 to buy something they like and they want.nIn the suburban,they would though of worth and want.nIn the rural,they would consider the price of the product.3.2 DemographicnSexnReal men perfume is to increase the man style,and most of the men their personalities are more generous,nDress is a womans nat

10、ure,the perfume can increase a womans charm,and most of the woman is a small woman type,they hope to use perfume to highlight their youth and beauty.3.2 DemographicnIncomenUnder 5000Rmb(60%):the cheep and high quality product.n5000-8000Rmb(10%):the product that is middle price and high quality.n8000

11、-10000Rmb(20%):the product that is middle price and high quality.nover 10000Rmb(10%):whether they like it.3.3 Psychographic nFeel fine lovely,tender woman who loves the vigor products like flowers especially for this kind of person.so catena of perfume about Floral is especially for this kind of per

12、son.nhealthy,neutral,suitable for stable,independent,strong-minded women.the catena of perfume about Green is suitable for these people.3.3 PsychographicnLike sports people and lively female they love nature things,the catena of perfume about Citrus is very suitable for their use.nThe mysterious,war

13、mth,and can keep for a long time a woman is like the depths of the forest treasure,Chypres is suitable for the kind of temptation.nMature charm,amorous woman they favorite the catena of perfume about Oriental.3.3 PsychographicnEnergetic,passion.nBrave,confident.Make thier own decitions.nAdventure,ke

14、en to try new things.nOptimisiticnInnocence,send sweet feeling,full of romantic.nIndependence,solve some problem by themselves and provide ability.3.4 Behavioral nNone brand loyaltynMedium brand loyaltynStrong brand loyaltynAbsolute brand loyalty 3.4 BehavioralnSuit for customers habits and preferen

15、ces,but discount or promotion will change thier mind.nRisk concerns,that is to say to buy another new brand,there is a risk.nLove and supore this brand,emotion.nProud of this product.3.5 Target marketnAccording to our analysis,the market of Chanel Chance EDP is the female people who live in the urba

16、n,these female have high income.These crowed is cute and tender.The females focus on dressing.4.Opportunity At here,we can summarize some Chanel perfume market opportunities:l Chinas huge market.l High consumer loyalty of Chanel products.lMore and more male consumer to buy perfume.l The beauticians

17、or the makeup artists love for Chanel.l College students are huge potential customers.0.00%5.00%10.00%15.00%20.00%25.00%30.00%Chanel DiorCalvin KleinMarclacobsLancameElizabeth ArderOthersAccording to the data analysis,Chanels annual sales in the domestic market accounted for 25.98%of the top ten bra

18、nds,while sales of Dior perfume with 25.10%,followed by luxury market close rivals as a perfume,Dior perfume is the strongest rival compared with Chanel in China.4.CompetitoruChanels the biggest competitor is Dior,these two brands was be fashion,luxury image at market positioning.Chanels packaging d

19、esign is perfect,it looks art and fashion is a perfect combination.But Dior is to break through the traditional packaging design to achieve the innovation and mature design.4.1 Positioning StrategynThis product is the high level goods,it made in France,The ingredients include Hyacinth,white musk,pin

20、k pepper,jasmine,vetiver,citrus fruit,iris and amber patchouli.4.1 Positioning Strategy-4PnProductnPricenPlace nPromotion4.1 ProductnBefore the taste:hyacinth,white musknIn taste:pink pepper,jasmine,vetiver,citrusnAfter taste:iris,amber,patchouli4.1Productn.Nature flower essence Protect skin,keep on

21、 long timenPackage use the environment-friendly paper（pink）nPerfume bottleRound body and metal capEasily to take 4.1 ProductnVolume35ML/50ML/100ML nGet the empty bottleEasily to takenSet the shopTeach to how to use，keep on usage，exchange with sample sack.4.2 pricen Affecting the price of Factors:1.T

22、he cost of product 2.The cost of transportation 3.The influence of the tariff reduction 4.The market demand 4.2 Price nA 35ml:665Rmb,which is convenient to carry.nA 50ml:895Rmb,it can go to travel in a womans use,nA100ml:1295Rmb,it is put in the home,before going out,or use in the home.4.3 PlacenMad

23、e in France Sale place:nSpecialty store in internet nThe advanced departmentnBoutique street in Senior hotel nIn this sales place 4.4 PromotionFashion showMagazineFamous spokesmanEntrance websitePerfume sampleSupport activityMoviesPublic welfare4.4 PromotionnFashion show:show up with elegant and mod

24、els to display for each season clothing.We can see that Chanel which appeal on fashion show.It is quality and has elegant taste.4.4 promotionnMagazine:Magazine introduce the product of Chanel.Such as ELLE,VOGUE.Absolutely,this magazine is the guideline of brand.4.4 PromotionnFamous spokesman:Improve

25、 the brand.nSuch as Marilyn Monroe,Nicole Mary Kidman.Its good for Chanel consistent image.4.4 Promotion Entrance website:Chanel is a major international brand.We can search the information of Chanel also watching the the fashion show recently.4.4 promotionnPerfume sample:When you go through the pla

26、ce which is selling Chanel perfume,you will gain the perfume sample of Chanel.Let our customers smell this perfume.They will enjoy this product.If they think that its fantastic,they will try to buy this product.4.4 PromotionSupport activity:Vocal concert:Elva world tour will be held on Taipei.Enjoy

27、color,smell,and perfume Just 1 minutes charming elegant aroma like magic full of this place at once.Elva thank Chanel support,let everybody can experience this song.4.4 promotionnMovies:“Coco Chanel&Igor Stravinsky”Let people known more about the culture of this brand.What spirit Chanel express at f

28、irst.4.4 promotionnPublic welfare:Its doing something good for social.Repay social and customers.For example“Beautiful save the world of Chanel”is fully supports Vohimana plan.Now,they could enjoy a balanced diet,medical treatment,self education,and they could plant for live.5.Market promotion Membe

29、rshipUse the empty box can add money for new one Buy the coupon before that 5.Marketing Activity（Video）6.ConslusionnAccording to the market analysis and positioning of our,we mainly focused on young women who lived in the city,they are willing to spend money to dress up oneself6.ConslusionnCombined

30、with 4P,we found this perfume is a creative perfume,from her composition and packaging can be drawn,and it is the marketing location selection in some of the more prosperous place in China and its price is representative6.ConslusionnAlthough Chanel Chance EDP has a high price,but it is the famous brand in China,this perfume still absorb many young female lovely.And the numbers of people is a very huge in China,so the perfume of Chanel Chance has a big development.