Brand management : Dior

Thèmes abordés

Brand management, Dior, Marcel Boussac, Laurent, Versace, Prada

Résumé du document

Perfumes Christian Dior is a company created after the war in 1947 by Marcel Boussac using the patronymic of the fashion designer Christian Dior. Dior is one of the world's top fashion houses. The brand belongs to the group Louis-Vuitton Moët and Chandon. (LVMH). Within 20 years LVMH became the world leader of the luxury.

His main competitors are: Chanel, Gucci, Yves Saint Laurent, Versace, Prada, etc. The perfume is a very expanding market, which is frequently renewed, indeed, 400 - 500 new perfumes go out every year. Even if there are many perfume brands, they belong generally to groups (LVMH, Procter and Gamble). Perfume Dior has not much threat of the new incomers, because it is today very difficult to impose a new brand, and to compete in front of leading brands.

The brand has fundamental values, which are never compromised to increase sales. The fundamental values of Dior are the constant innovation, the performance, the quality of products, and a very constructed communication.

Concerning the innovation, Dior has a creative brand image. Dior proposes regularly new perfumes, this guaranteed a dynamic brand image. Dior has the image of elegant, classic, trendy, luxury brand. To preserve this image Dior uses only reputable photographers with large reputations used, such as Nan Goldinet and Romain Gavras.

About the brand position, Dior is high-end product, it's for high-end consumer group and for the consumers who chase high-end product. These consumer groups spread all over the world.

Extraits

[...] It is the main brand awareness factor but also the most important vector image. - Packaging: - Physical evidence: Dior homme intense's top note is lavender, middle notes are iris, ambrette (musk mallow) and pear, base notes are vetiver and virginia cedar. For this perfume, the principle perfume is iris wich symbolizes French royal household. It mixes together traditional and modern perfume, it presents fashionable image of men. - People: The sellers have a specific dress code in Dior shop, sophisticated formal attire, black suit for man, gray suit for woman. [...]

[...] We also find the perfume in department stores as Galeries Lafayette and Printemps. As we can see on the photo, Dior has a beam for cosmetics and perfume on the Galerie Lafayette. It is also sold in the chain of cosmetics stores, for instance, Sephora. Nevertheless, Dior products are less emphasized The packaging of Dior perfume is very simple, black and white. The packaging of Dior perfume is delicate and diminutive that boosts a desire to buy. For many customers, they are fickle in affection, with the diminutive packaging, they can try much more types of perfumes. [...]

[...] Why consumers buy it ? High involvement product due to its price and luxury status, psychological affective factors; psychosocial connotations associated with such as sophistication, luxury, masculinity, etc . The power of feelings: cognition –judgment, beliefs, affective, attitude toward the ad, attitude toward the brand La generation twilight (fans of Robert, star's effect) Their girlfriend likes the smell, she recommends and buys. (other people's opinion) The white-collar, gold-collat workers ( males) will buy it because Pattinson represents exactly their image and their mould. [...]

[...] The company's price policy minimize the target but it reflects the fact that Dior is a high-end and automatically increase benefice. The strong brand image of Dior is due to the need of the consumers to belong. References: 1. http://www.dior.com/beauty/fr_fr/fragrance-and-beauty/fragrance/mens- fragrance/dior-homme/pr-diorhommefpl-Y0479201-eau-de-parfum.html 2. http://www.youtube.com/watch?v=nTgCJdZOgW http://www.auparfum.com/parfums-2013-les-meilleures-ventes-du-debut-de- l-annee 4. https://blog.twitter.com/2013/dior-homme-shows-the-power-of-a-hashtag- as-robert-pattinson-ad-takes-off 5. http://www.youtube.com/watch?v=aTbG1hG2AFA 6. http://www.adweek.com/news/advertising-branding/ad-day-robert- pattinson-finds-new-circle-hell-dior-homme- http://www.usmagazine.com/celebrity-beauty/news/robert-pattinsons-sexy- dior-commercial-hunk-watches-woman-strip-2013218 We can buy this perfume in any franchised boutique of Dior, in bright light and permeated with an atmosphere of elegance, which are located in metropolis, such as Paris, Deauville and so on. [...]

[...] Brand management : Dior Summary I. General presentation Presentation of DIOR The competitors Brand identity, image and position II. The perfume “DIOR home intense” Description of the perfume bottle and the advertising Meaning of colors The 8Ps Target audience III. Effective marketing strategy Why the company choose Robert Pattinson? Why customers buy it ? Advertising objectives and position Conclusion General presentation Presentation of Dior: Perfumes Christian Dior is a company created after the war in 1947 by Marcel Boussac using the patronymic of the fashion designer Christian Dior. [...]