2022年迪奥香水营销策划书 .pdf

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1、论文题目迪奥五年营销计划名师资料总结-精品资料欢迎下载-名师精心整理-第 1 页，共 16 页 -Marketing plan of Dior Preface.1First,the marketing environment analysis.1Second,the enterprise image analysis.2Third,product analysis.2Fourth,consumer behavior analysis.31,The main market(active clients).32,The secondary market is not active(customer

2、s).33,potential market.3Fifth,competitor analysis.3Sixth,Strengths,Weaknesses,Opportunities,and Threat(SWOT)Analysis.4Internal and external strengths of Christian Dior(S):.4Internal and external weaknesses(W):.5External opportunities(O):.5External threats(T):.6Seventh,marketing strategy and action p

3、lan.61,Marketing objectives.62,Strategy and action plan.7(1)Marketing objectives.7(2)Target market and positioning.7(3)Product strategy.7(4)Pricing strategy.8(5)Sales strategy analysis.8(6)Advertising strategy.9Eighth,planning implementation steps and plans.9In the advertising media.9In the magazine

4、 to choose.9Website promotion.10 Ninth,planning the program cost budget.10 Tenth,the expected effect of planning.10(1)The effect of expected effect on resource utilization.10(2)The expected effect of the product.11(3)Risk assessment.11 Concluding remarks.11 appendix.13 QuestionnaireThe Market Positi

5、oning of J adore Perfume.13 名师资料总结-精品资料欢迎下载-名师精心整理-第 2 页，共 16 页 -1 Preface Dior 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,ch

6、ildren clothing,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

7、 marketing 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 produ

8、cts 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 do not ha

9、ve 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 drive midge.Until th

10、e 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 gens by body to show thei

11、r own taste and temperament.First,the marketing environment analysis 1,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 large number of new products listed

12、 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 billion,60%of the cosmetics market.See fro

13、m 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 and more consumers to buy 名师资料总结-精品资料欢迎下载-名师

14、精心整理-第 3 页，共 16 页 -2 perfume.Second,the enterprise image analysis 1,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,Dior dream”

15、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 famous a fashion consumer br

16、ands,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 analysis 1,Dior perfume,really I am series can give a woman,with elegant and sexy attitude for more women to release the tr

17、ue 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,a representative symbol of absolute fem

18、ininity.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 similar to the concept of arc,the thirst for soft

19、 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 bottle of perfume,see at a glance,give us the feeling of be

20、 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 declaration.J adore me,really seem to have hit the woman of inner desir

21、e.名师资料总结-精品资料欢迎下载-名师精心整理-第 4 页，共 16 页 -3 Fourth,consumer behavior analysis 1,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 consumption ability is stronger,they pay atten

22、tion 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 different from ordinary people.Dior brand to 19

23、47 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 22 years old.Preferences although there is no lack of a

24、mong 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 days to buy perfume,as a gift to her,so can only as a secondary

25、 market.3,potential market Potential 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 attracted by its own charm of dior perfume of self,and they were willing to t

26、ry is not the same brand of perfume.Fifth,competitor analysis 1,Each industry will have many competitors,so is the perfume industry.Comparable to Dior perfume perfume brands are:Chanel,Lancome,in international,Anna Sui,CK,Burberry established perfume.These old remains consumers brand perfume,maybe c

27、lothing 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 perfume industry become a leading position in this market,but because of Dior perfume in ter

28、ms of price is 名师资料总结-精品资料欢迎下载-名师精心整理-第 5 页，共 16 页 -4 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(Nonchalant,Anna Sui,Escada etc.)in recent years has maintai

29、ned 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,has many young consumer groups of CK growth momentum,annual incre

30、ase 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.Sixth,Strengths,Weaknesses,Opportunities,and Threat(SWOT)Analysis Interna

31、l 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 in the following article.Internal and external strengths of Christian Dior(S)

32、: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,it is so classical.As top brand,Dior did the best to produce extremely great quality

33、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.External strengths would be discussed from customers,for Dior,it has a huge groups of custom

34、ers,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 basic but important strategy which is known by the strategy groups.Keeping good communicating with cu

35、stomers,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,Carla Bruni,the first lady of France wore two dresses to participate the celebration of Bastille Day whi

36、ch 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 名师资料总结-精品资料欢迎下载-名师精心整理-第 6 页，共 16 页 -5 was 19 years old,she began her career with wearing her first Dior dress.Smoking j

37、acket 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 the customer resources.To maintain good customer relationship,Dior can occupy the absolute supe

38、riority in the market.2,Talent reserves.Dior has a strategic idea,concept of innovation,human resources,development and management for modern development.3,More and more perfect service quality.Dior has a customer service center,to solve the net requirements for multinational group clients,and sets

39、up a station buy neat service system.Internal and external weaknesses(W):At first,Diors products related high costs,which mean its customers would be narrowed in small rich groups.Second,in order to expand the range of customers,Christian Dior increase export products.Comparing with local products,e

40、xport products have some disadvantages,like longer delivery time,weak language capabilities,for many products need import raw materials,it costs time and money,as a export products,they always lack of new styles in peak seasons.Third,it is more difficult to keep its image-building in different count

41、ry with different culture.For example,Sharon Stone(Stone)is a famous actor in Hollywood,and she was approached the face of Dior in 2005.In 2008,there was an earthquake happened in south of China,it left 68,000 people dead and many were homeless.Sharon Stone as a face of Dior said,it was karma,her wo

42、rds caused most of Chinese against her and Dior.Until Stone apologized in Public and Christian Dior decided to drop her,Chinese people still could not forgive her.This is a very serious effect to Diors image.In a word,the weakness are:1,Dior established a world famous brand.Although it has advantage

43、 in information technology,because of its enormous business development,it may lead to some areas of control force is not strong.2,Dior products mach form of the product(both cosmetics,perfume,etc.),so it may be in adaptability than focus more on competition exists in the field of a disadvantage.3,T

44、he globalization.Dior currently only opens up a few dozens of national market,so there are still loopholes in the market.External opportunities(O):After China joined the WTO(World Trade Organization),it becomes a huge 名师资料总结-精品资料欢迎下载-名师精心整理-第 7 页，共 16 页 -6 potential country in fashion marketing.Ther

45、e are 31 LVMH(a luxury company with 61 brands within its portfolio)officials available in China.For Dior,China is a big market.Dior had launched more than 20 stores in Beijing and Shanghai,the next step for them is to understand Chinese marketing by considering open more stores in China.(Christian D

46、ior,2009)Dior is very good at using the opportunity to brand as the intangible assets,involving various clothing category,with unknown to store,in part of Chinas high-end goods are sold,DIOR dress designing thought and theory of different,only on a standard scale of CHRISTIAN DIOR,contains a second

47、line at home and abroad well-known clothing franchise brand of high-grade brand products,integrating the thousands of clothing enterprises at home and abroad of unwanted inventory,orders the tail goods,large single procurement,no matter from quality,from the commodity price is the maximum to meet cu

48、stomer demand.External threats(T):The biggest threats to Christian Dior are coming from other luxury brand,like Louis Vuitton;Channel;Gucci;and Armani,which have the same products in fashion industry.Another reason comes from the fashion marketing,Berg(2002)argued that luxury brand only launch their

49、 stores in large cities,the rents or other costs might be maintained in a very high level,it narrows the development of company and it might lead financial problems in the next 10 years.At present,the risk of Dior star endorsement events,Dior,the cost for Mr Sharon stone s endorsement is expensive b

50、ut the risk is big.The celebrity strategy also has a lot of risk.Such as the chosen celebrity are reported having scandals,he may be out of favor suddenly,so corporate image rather than ascension and to take all of a sudden crisis management.Seventh,marketing strategy and action plan 1,Marketing obj