Case study: Dior Addict and its launch in on the South Korean market

Résumé du document

For this report, we have chosen to export a new product having a French branding origin which is within global reach. The export has been done to an Asian country (South Korea) which has a strong demand for the perfume "Dior Addict". Addiction does not hide its game or its intentions. The aim is to provocate the media and the women. South Korea is following Japan in terms of cosmetics consumption, which is a great opportunity for luxury French brands to broaden their global horizon. We will see how communication plays a key role in helping the ?Dior Addict' market blossom and flourish in South Korea and the French market's response towards this budding international zone.

Extraits

[...] Advantage: o Fashion, o Powerful fragrance, o Original, Benefits: o - Smell nice, o Be part of a fashion, original movement, o It confers social approval as indicator of status Persuasive communication: a. Target description: It is a women between 18 and 30 years old, who is following fashion movements. Christian Dior targets a new clientele with its new product. This new clientele is younger and non-conformist. The method of message delivery used is impersonal; it is a mass communication using an image. The brand Dior is used as a luxury sign in the message. b. [...]

[...] The uncertainly avoidance is high Individual/Collective According to the elements we have seen before, we can say that South Korean women use to have a strongly collective attitude for purchasing. Korean customer is still influenced by his circle, associates or friends and its purchases allow it to position itself hierarchically in the society”. (Hyeun-Suk Oh, Michael Francois, p.4) We can conclude that they have a collective comportment Masculine/Feminine The South Korean used to be very masculine. But since a decade, the mentality changed a lot and as France, the South Korean citizens tend to become at an average level of masculinity. B. [...]

[...] Communication analysis The Christian Dior image The house preserves the spirit of conquest: the pugnacity, the determination, the ability to react, the energy, the luxury and the conviviality are the essential elements. Galliano revolutionizes middle of the Hish fashion by creating new movements such as the very famous " smart porn The aspect of seduction, the femininity and the modernity are highlighted. Besides dresses communicate a part of dream, the fascination and the seduction of the brand. Dior is recognized in the world as being one of the most prestigious stand out with luxury. [...]

[...] The product is a perfume, which does not have a special innovation, and is part of a range of several other luxurious perfumes. Addict is central in the luxury perfume market, but is differentiator in the perfume market. It is a central product and Dior is a brand leader. Y. This high quality product is designed for women who are aware of what a good fragrance is and for women who want to obtain a certain status. Z. The perfume makes you original and different from mass people. [...]

[...] Process of message transfer The message transfered requires little or no effort from the subject. The stimulus is easily noticable. This publicity can catch people who were in a state of invluntary attention. c. Stimulus The nature of this stimulus is the unsualness because of the shocking photography. The subject is interested because this stimulus conforms with its aims, which are being attractive, sensual and original. The technique of the message used is consistency: when you see Christian Dior, you see beauty, so this link is reinforced Promotional inducement In order to induce purchase activity we can use different methods. [...]