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Introductory paragraph on market segmentation
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My product: Dior’s Perfume, J’adore
1. J’adore is a timeless fragrance by Christian Dior. It was created in 1999 and remains one of the most popular fragrances of the brand for women. Christian Dior, the father of the “New Look”, stated the principal goal to “save women from nature”. Dior is known everywhere in the world. “Absolute feminity” is one of the slogans for J’adore.
2. Dior uses different market segmentations to sell their product. First of all, there is a geographic segmentation. Perfumes are luxury products. Thus, they target wealthier areas like North America, Western Europe, Japan, etc. Since Dior is popular worldwide, we can obviously find it everywhere, but their market is based on these areas’ needs. Then, they use demographic segmentation. They target adult women who have quite high incomes. Perfumes are something not everybody can afford. This fragrance can be worn for any occasion, special as well as regular; it is light but demonstrates personality and feminity. They are trying to get a medium to strong loyalty status. As for any perfume, if a woman likes it; she will probably buy it again. It is a very accessible product. Any store like Macy’s, Nordstrom or Sephora in North America or “perfumeries” in Western Europe will sell J’adore. The segment is very large, because many people, even if they do not fall in one category, will buy perfumes for special occasions, like Christmas. This is a gift that always makes a woman happy, and Dior develops its marketing around that. Indeed, during Christmas, they make a lot of offers that combines a lotion with the perfume for example. Also, there are no separate segments between women; all women want to wear perfume.
3. There are many competitors when it comes...
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...d is cold”) and diamonds. That was a big hit. That way, they made J’adore different from Chanel’s perfume. It was distinctive, because they communicated that the product was above the most precious materials, thus superior to the competitor’s product. It would be very hard for the competitors to copy this difference. The prices of J’adore, Coco Mademoiselle, or Ô are very similar. Thus, the customer would not have to pay a lot more for the difference. The smell of J’adore is just perfect for any occasion. It is discrete, but not anonymous. It gives an identity to the woman who wears it; it makes her feel good and confident. I think J’adore proposes “more for the same”. The price is almost the same as its competitors, but the quality, overall rating, and popularity is better.
Resources
www.chanel.com/fragrance
www.lancome-usa.com/fragrance
www.prada.com
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