迪奥香水营销策划书 1.docx

1、迪奥香水营销策划书 1论文题目 迪奥五年营销计划 Marketing plan of DiorPrefaceDior is a famous French fashion brand. Since it was founded in 1946, Dior has been regarded as the name of gorgeousness and elegance. The main business of Dior is selling high-grade consumer goods, such as womans, mans clothing, children clothing

2、, jewelry, perfume, cosmetics, color makeup, glasses, watches, Dior mobile phone. Especially, its brand of mans clothing has became Dior mans clothing independently. Whether fashion, cosmetics, or other products, Dior is now in the top of fashion fields.Diors new designs always shocked the fashion m

3、arketing after that time it made Christian Diors company became more and more famous. A lot of Diors stores appeared in Paris, Hollywood, New York. It was well known as a luxury label from that time all over the world.For developing and expanding its market, Christian Dior began to add some other pr

4、oducts not only clothes, but also fashion and leather goods, watches and jewelries, wines and spirits, perfumes and cosmetics.Perfume sales around the world continue to reduce the situation, Paris and New York perfume manufacturers began to look at China as a key. As a matter of fact, Chinese people

5、 do not have the habit of use perfume in the past, in the history of China also can not find the root cause of perfume culture. In China, perfume is a fresh thing. Until the 20th century, the Chinese people began to use the bath product of perfume, the function of the products is refreshing and driv

6、e midge. Until the 1980 s, the perfume of the west began to introduce China, until today, Chinese consumers still prefer the smell of light and simple. In recent years, with the economic level, people pursuit of beauty is not just confined to the external clothing, makeup, more and more fashionable

7、gens by body to show their own taste and temperament.First, the marketing environment analysis1, the fragrance market is more and more appear younger trend. Modern women to work out more and more, the descent of the ages, perfume market presents the saturated state, in a relatively reduced 2, a larg

8、e number of new products listed perfume, perfume manufacturers bear the corresponding risks, namely consumers face many do not know how to start the result of the perfume. Perfume quality determines the future global perfume market, high-grade perfume markets around the world as much as $18.7 billio

9、n, 60% of the cosmetics market. See from this, the product quality is an indispensable factor 3, market report to be released from MINTELs view, most of the customers at the grocery store can buy high-grade perfume, perfume to public market so this makes a grocery store destination has become more a

10、nd more consumers to buy perfume .Second, the enterprise image analysis1, Christian Dior in 1947 established the fashion shop. That same year, Christian Dior founded the Perfumes Christian Dior, launch new called Miss Dior perfume, is a kind of green plant chypre. 2 No matter from “Miss Dior perfume

11、, Dior dream” to “Dior Addict” of Dior perfume, all-encompassing, into the dream. Christian Dior perfume can cater to all kinds of women, men and different emotions. The perfumes the unexpected allure is impossible to resist, also is the art of perfume manufacturing cabinet. 3, Dior is a French famo

12、us a fashion consumer brands, its main clothing, jewelry, cosmetics, perfume and other high-end consumer goods. On the tip of the fashion trend, Dior became the luxuriant elegance of a pronoun. Third, product analysis1,Dior perfume, really I am series can give a woman, with elegant and sexy attitude

13、 for more women to release the true inner self. Dior Dior self series, the woman again reproduce their own female charm; Dior Dior series, I was really a woman perform noble elegant life attitude 2, J adore my perfume with roses and Damascus plum flower aroma, it is a kind of expression of feminine,

14、 a representative symbol of absolute femininity. J adore is perfume, I have the absolute femininity to: modern elegant, bright and perceptual! Can give a woman want. 3, the design of the product: Dior perfume bottle for thin neck round bottles. Thin neck round bottles passing on aesthetics: New Look

15、 similar to the concept of arc, the thirst for soft also is little poor. Highly symbolic form delicate d. long, around the neck ring if treasures of gold, also has a crystal pearl shaped bottle stopper. Tears are evolved into the thin neck round in the evening. If a question never appeared on the bo

16、ttle of perfume, see at a glance, give us the feeling of be just in the middle of the cork, like an exclamation mark: J adore me! 4,product gives the enterprise image, fully embodies the style of elegant and charming, Dior perfume of self, release the woman true inner self, to issue new womans decla

17、ration. J adore me, really seem to have hit the woman of inner desire.Fourth, consumer behavior analysis1, The main market (active clients) A, the main object is 22-45, fashionable young lady, high-level white-collar women, rich wealthy woman. These groups have certain economic basis, their consumpt

18、ion ability is stronger, they pay attention to their own appearance and taste, Dior perfume exactly the nobility is elegant, they pursue is to be their grade and status. B, beauty professionals (hairdresser and makeup artist, etc.). Because of their work, more to their taste and appreciate level is

19、different from ordinary people. Dior brand to 1947 years since its founding, has been synonymous with luxury and elegant. Use Dior perfume, of course, is the best choice of their noble and elegant. 2,The secondary market is not active (customers) A, the main object is single white-collar women 18 to

20、 22 years old. Preferences although there is no lack of among them also family conditions, but their 22-45, white-collar women with relatively weak economic foundation, consumption ability is low. So they only as a secondary market. B, 18 to 45 years old men, they will come in a variety of different

21、 days to buy perfume, as a gift to her, so can only as a secondary market. 3, potential marketPotential customers to have high income people, fashion, beauty, perceptual, they have research to various kinds of high-grade perfume, but before they have been included in the brand of perfume. After attr

22、acted by its own charm of dior perfume of self, and they were willing to try is not the same brand of perfume. Fifth, competitor analysis1, Each industry will have many competitors, so is the perfume industry. Comparable to Dior perfume perfume brands are: Chanel, Lancome, in international, Anna Sui

23、, CK, Burberry established perfume. These old remains consumers brand perfume, maybe clothing brand halo effect prompt consumers interested in perfume brand produced jointly. Perhaps because of their brand itself personality concept and charming scent to attract consumers. While they are in the perf

24、ume industry become a leading position in this market, but because of Dior perfume in terms of price is higher than similar products, also because of its high prices make it become the king of the perfume, the symbol of noble status. 2, the worlds largest commodity company, p&g perfume business (Non

25、chalant, Anna Sui, Escada etc.) in recent years has maintained a solid double-digit growth in China. It with Chinas increasingly strong consumption ability and many a year were listed in the perfume product has a lot to do. The Dior perfume, I really is a strong competitor. 3, single perfume brand,

26、has many young consumer groups of CK growth momentum, annual increase amplitude is bigger, in many perfume sales market can always came top in the ranking, a wave of middle-class Burberry can often ranks the top three. The perfume in the Chinese market, will bring certain threat for Dior perfume. Si

27、xth, Strengths, Weaknesses, Opportunities, and Threat (SWOT) AnalysisInternal and external strengths and weaknesses should be considered at first if the company needs to do any strategy. Moreover, the opportunities Dior will face and what threats it will meet in recently and future will be discussed

28、 in the following article.Internal and external strengths of Christian Dior (S):Though considering the internal strengths of Dior, as a top luxury brand, it has created a great fashion culture in its history. For example, the typical black dress is popular by women for many decades even until now, i

29、t is so classical. As top brand, Dior did the best to produce extremely great quality products. They focus on fashion trends and leading the trends. Dior signed the greatest designers in fashion areas, like John Galliano. As a fashion company, Dior made a myth for itself and for the whole industry.E

30、xternal strengths would be discussed from customers, for Dior, it has a huge groups of customers, they understand Diors products deeply beyond the foundation of the products themselves. They looking for something have more meanings. For these customers, Dior keeps improving its services, it is a bas

31、ic but important strategy which is known by the strategy groups. Keeping good communicating with customers, and assuring its patron of its best effort and hospitality. Further unification services should be spread immediately in New York, Tokyo and all the cities which have Diors products. In 2009,

32、Carla Bruni, the first lady of France wore two dresses to participate the celebration of Bastille Day which are all made by Dior, it is a big impact for fashion marketing even under the unfavorable business environment. Carla Bruni is one of Diors fans, she was happy to mention when she was 19 years old, she began her career with wearing her first Dior dress. Smoking jacket which designed in 1990 is favorable by many famous women now. That is what Dior keeping on doing for its external market.In a word, the strengths are 1, Customer resources. Dior has a definitely part of t