迪奥香水营销策划书 1.docx

迪奥香水营销策划书 1.docx

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迪奥香水营销策划书1

论文题目迪奥五年营销计划　　　　　

MarketingplanofDior

Preface

DiorisafamousFrenchfashionbrand.Sinceitwasfoundedin1946,Diorhasbeenregardedasthenameofgorgeousnessandelegance.ThemainbusinessofDiorissellinghigh-gradeconsumergoods,suchaswoman's,man'sclothing,childrenclothing,jewelry,perfume,cosmetics,colormakeup,glasses,watches,Diormobilephone.Especially,itsbrandofman’sclothinghasbecameDiorman’sclothingindependently.Whetherfashion,cosmetics,orotherproducts,Diorisnowinthetopoffashionfields.

Dior'snewdesignsalwaysshockedthefashionmarketingafterthattimeitmadeChristianDior'scompanybecamemoreandmorefamous.AlotofDior'sstoresappearedinParis,Hollywood,NewYork.Itwaswellknownasaluxurylabelfromthattimeallovertheworld.

Fordevelopingandexpandingitsmarket,ChristianDiorbegantoaddsomeotherproductsnotonlyclothes,butalsofashionandleathergoods,watchesandjewelries,winesandspirits,perfumesandcosmetics.

Perfumesalesaroundtheworldcontinuetoreducethesituation,ParisandNewYorkperfumemanufacturersbegantolookatChinaasakey.Asamatteroffact,Chinesepeopledonothavethehabitofuseperfumeinthepast,inthehistoryofChinaalsocannotfindtherootcauseofperfumeculture.InChina,perfumeisafreshthing.Untilthe20thcentury,theChinesepeoplebegantousethebathproductofperfume,thefunctionoftheproductsisrefreshinganddrivemidge.Untilthe1980s,theperfumeofthewestbegantointroduceChina,untiltoday,Chineseconsumersstillpreferthesmelloflightandsimple.Inrecentyears,withtheeconomiclevel,peoplepursuitofbeautyisnotjustconfinedtotheexternalclothing,makeup,moreandmorefashionablegensby"body"toshowtheirowntasteandtemperament.

First,themarketingenvironmentanalysis

1,thefragrancemarketismoreandmoreappearyoungertrend.Modernwomentoworkoutmoreandmore,thedescentoftheages,perfumemarketpresentsthesaturatedstate,inarelativelyreduced

2,alargenumberofnewproductslistedperfume,perfumemanufacturersbearthecorrespondingrisks,namelyconsumersfacemanydonotknowhowtostarttheresultoftheperfume.Perfumequalitydeterminesthefutureglobalperfumemarket,high-gradeperfumemarketsaroundtheworldasmuchas$18.7billion,60%ofthecosmeticsmarket.Seefromthis,theproductqualityisanindispensablefactor

3,marketreporttobereleasedfromMINTEL'sview,mostofthecustomersatthegrocerystorecanbuyhigh-gradeperfume,perfumetopublicmarketsothismakesagrocerystoredestinationhasbecomemoreandmoreconsumerstobuyperfume.

Second,theenterpriseimageanalysis

1,ChristianDiorin1947establishedthefashionshop.Thatsameyear,ChristianDiorfoundedthePerfumesChristianDior,launchnewcalledMissDiorperfume,isakindofgreenplantchypre.

2Nomatterfrom“MissDiorperfume,Diordream”to“DiorAddict”ofDiorperfume,all-encompassing,intothedream.ChristianDiorperfumecancatertoallkindsofwomen,menanddifferentemotions.Theperfumestheunexpectedallureisimpossibletoresist,alsoistheartofperfumemanufacturingcabinet.

3,DiorisaFrenchfamousafashionconsumerbrands,it'smainclothing,jewelry,cosmetics,perfumeandotherhigh-endconsumergoods.Onthetipofthefashiontrend,Diorbecametheluxurianteleganceofapronoun.

Third,productanalysis

1,Diorperfume,reallyIamseriescangiveawoman,withelegantandsexyattitudeformorewomentoreleasethetrueinnerself.DiorDiorselfseries,thewomanagainreproducetheirownfemalecharm;DiorDiorseries,Iwasreallyawomanperformnobleelegantlifeattitude

2,J'adoremyperfumewithrosesandDamascusplumfloweraroma,itisakindofexpressionoffeminine,arepresentativesymbolofabsolutefemininity.J'adoreisperfume,Ihavetheabsolutefemininityto:

modernelegant,brightandperceptual!

Cangiveawomanwant.

3,thedesignoftheproduct:

Diorperfumebottleforthinneckroundbottles.Thinneckroundbottlespassingonaesthetics:

NewLooksimilartotheconceptofarc,thethirstforsoftalsoislittlepoor.Highlysymbolicformdelicated.long,aroundtheneckringiftreasuresofgold,alsohasacrystalpearlshapedbottlestopper.Tearsareevolvedintothethinneckroundintheevening.Ifaquestionneverappearedonthebottleofperfume,seeataglance,giveusthefeelingofbejustinthemiddleofthecork,likeanexclamationmark:

"J'adoreme!

"

4,productgivestheenterpriseimage,fullyembodiesthestyleofelegantandcharming,Diorperfumeofself,releasethewomantrueinnerself,toissuenewwoman'sdeclaration.J'adoreme,reallyseemtohavehitthewomanofinnerdesire.

Fourth,consumerbehavioranalysis

1,Themainmarket（activeclients）

A,themainobjectis22-45,fashionableyounglady,high-levelwhite-collarwomen,richwealthywoman.Thesegroupshavecertaineconomicbasis,theirconsumptionabilityisstronger,theypayattentiontotheirownappearanceandtaste,Diorperfumeexactlythenobilityiselegant,theypursueistobetheirgradeandstatus.

B,beautyprofessionals（hairdresserandmakeupartist,etc.）.Becauseoftheirwork,moretotheirtasteandappreciatelevelisdifferentfromordinarypeople.Diorbrandto1947yearssinceitsfounding,hasbeensynonymouswithluxuryandelegant.UseDiorperfume,ofcourse,isthebestchoiceoftheirnobleandelegant.

2,Thesecondarymarketisnotactive（customers）

A,themainobjectissinglewhite-collarwomen18to22yearsold.Preferencesalthoughthereisnolackofamongthemalsofamilyconditions,buttheir22-45,white-collarwomenwithrelativelyweakeconomicfoundation,consumptionabilityislow.Sotheyonlyasasecondarymarket.

B,18to45yearsoldmen,theywillcomeinavarietyofdifferentdaystobuyperfume,asagifttoher,socanonlyasasecondarymarket.

3,potentialmarket

Potentialcustomerstohavehighincomepeople,fashion,beauty,perceptual,theyhaveresearchtovariouskindsofhigh-gradeperfume,butbeforetheyhavebeenincludedinthebrandofperfume.Afterattractedbyitsowncharmofdiorperfumeofself,andtheywerewillingtotryisnotthesamebrandofperfume.

Fifth,competitoranalysis

1,Eachindustrywillhavemanycompetitors,soistheperfumeindustry.ComparabletoDiorperfumeperfumebrandsare:

Chanel,Lancome,ininternational,AnnaSui,CK,Burberryestablishedperfume.Theseoldremainsconsumersbrandperfume,maybeclothingbrandhaloeffectpromptconsumersinterestedinperfumebrandproducedjointly.Perhapsbecauseoftheirbranditselfpersonalityconceptandcharmingscenttoattractconsumers.Whiletheyareintheperfumeindustrybecomealeadingpositioninthismarket,butbecauseofDiorperfumeintermsofpriceishigherthansimilarproducts,alsobecauseofitshighpricesmakeitbecomethekingoftheperfume,thesymbolofnoblestatus.

2,theworld'slargestcommoditycompany,p&gperfumebusiness（Nonchalant,AnnaSui,Escadaetc.）inrecentyearshasmaintainedasoliddouble-digitgrowthinChina.ItwithChina'sincreasinglystrongconsumptionabilityandmanyayearwerelistedintheperfumeproducthasalottodo.TheDiorperfume,Ireallyisastrongcompetitor.

3,singleperfumebrand,hasmanyyoungconsumergroupsofCKgrowthmomentum,annualincreaseamplitudeisbigger,inmanyperfumesalesmarketcanalwayscametopintheranking,awaveofmiddle-classBurberrycanoftenranksthetopthree.TheperfumeintheChinesemarket,willbringcertainthreatforDiorperfume.

Sixth,Strengths,Weaknesses,Opportunities,andThreat（SWOT）Analysis

Internalandexternalstrengthsandweaknessesshouldbeconsideredatfirstifthecompanyneedstodoanystrategy.Moreover,theopportunitiesDiorwillfaceandwhatthreatsitwillmeetinrecentlyandfuturewillbediscussedinthefollowingarticle.

InternalandexternalstrengthsofChristianDior（S）:

ThoughconsideringtheinternalstrengthsofDior,asatopluxurybrand,ithascreatedagreatfashioncultureinitshistory.Forexample,thetypicalblackdressispopularbywomenformanydecadesevenuntilnow,itissoclassical.Astopbrand,Diordidthebesttoproduceextremelygreatqualityproducts.Theyfocusonfashiontrendsandleadingthetrends.Diorsignedthegreatestdesignersinfashionareas,likeJohnGalliano.Asafashioncompany,Diormadeamythforitselfandforthewholeindustry.

Externalstrengthswouldbediscussedfromcustomers,forDior,ithasahugegroupsofcustomers,theyunderstandDior'sproductsdeeplybeyondthefoundationoftheproductsthemselves.Theylookingforsomethinghavemoremeanings.Forthesecustomers,Diorkeepsimprovingitsservices,itisabasicbutimportantstrategywhichisknownbythestrategygroups.Keepinggoodcommunicatingwithcustomers,andassuringitspatronofitsbesteffortandhospitality.FurtherunificationservicesshouldbespreadimmediatelyinNewYork,TokyoandallthecitieswhichhaveDior'sproducts.In2009,CarlaBruni,thefirstladyofFranceworetwodressestoparticipatethecelebrationofBastilleDaywhichareallmadebyDior,itisabigimpactforfashionmarketingevenundertheunfavorablebusinessenvironment.CarlaBruniisoneofDior’sfans,shewashappytomentionwhenshewas19yearsold,shebeganhercareerwithwearingherfirstDiordress.Smokingjacketwhichdesignedin1990isfavorablebymanyfamouswomennow.ThatiswhatDiorkeepingondoingforitsexternalmarket.

Inaword,thestrengthsare

1,Customerresources.Diorhasadefinitelypartoft