Essay On Chanel

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Chanel is a high fashion corporation that specializes in ready-to-wear clothes and related fashion accessories,in special perfumes and Haute couture. This luxury brand which owes over 100 years histories is famous in the world on the account of the elegant and exquisite style. Chance,one of Chanel perfumes,will be analyzed in this research paper. The founder of this brand Coco Chanel have said that chance is my soul. When Chanel met chance, the gorgeous perfume chance was created. The new simple rounded image give consumer a fresh sight. The light sweet fragrance is designed for young lady who is adventurous,fantasy-loving, passionate and wild. The researcher will make a marketing strategy regarding chance’s sales and promotion in China which is big and strong market with huge growing trend potential. The population in china account for 20% of the world’s population while it only makes up 1% of the global perfume market.

How is the company using the AMA(2007) definition of marketing in the way in which it interacts with the market?

Marketing is the process for creating,communicating ,delivering and exchanging offers with the stakeholders who have an interest in an company’s affairs.It is worth mentioning that marketing is to align the offering with customer’s needs and communicating that to them, creating and maintaining the customer relationships. Firstly, to create the marketing strategy of the 50 ml chance perfume, situation analysis should be made which mainly include detailed review of the target customers and competitors and SWOT.PEST analysis. The target customer of this perfume is senior white collar，fashionable and wealthy woman who mainly ages in 22-35.There is one existing product in the market which competes with...

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...hat marketing strategies.There is an alternative strategy for growth possible. If Chanel really expects to advertise chance and increase the popularity of this series, it is necessary to make the special marketing strategy for China. E-commerce sector is an significant tool to do that.Chinese consumers are getting used to use social media to interact with brands,provide comments on products, and find new products. According to a report by Pricewaterhouse Coopers19, consumers in China are more actively engaged with social media: 57% of Chinese shoppers followed the brands on social media, while the global figure was 38%.

Describe the market in terms of segmentation,targeting and/or positioning theories.Is this current/potential market the best market for the firm?

In consumer behaviour terms,how is the offering from the company addressing the needs of the market?

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