香奈兒邂逅香水營銷策劃英文版課件

ChanelchanceEDPChanelchanceEDP1Content1.IntroductiontotheProduct2.ConsumerProfilingAnalysis3.MarketSegmentationandTargeting4.OpportunityandCompetitor4.PositioningStrategy5.MarketingActivity（Video）6.ConclusionContent1.IntroductiontotheP21.perfumehistory

EgyptiancombustionplantfoundtheearliestperfumeIn17thCenturytheperfumefashionablewholesociety18thCenturyappearCologne19th、20thCenturyperfumesunprecedentedprosperity,asLancome、EstéeLauderIn2007Chinaperfumeconsumptionissecondintheworld,andtheonlyJapan

2010Chinamarketexpansionafter,developmentpotentialisgreat1.perfumehistoryEgyptiancom31.Chanelbrand

Founded:CocoChanelcreationChanelbrandinParisin1913,productsincludecouture,glasses,jewelry,perfumeetc.Style:meticulous,luxurious,simple,pure,andnevergooutoffashionConnotation:populartransient,stylepersistent1.ChanelbrandFounded:Coco41.ChanelbrandContinuity:ebullienceanddignified,boththeFrenchromantic,humorous,andGermanrigorous,refined.reform:putforwardqualityassurance,nosetrainedexcellentquality,anddevelopdifferentperfumesthanbefore

1.ChanelbrandContinuity:ebul52.ConsumerProfilingAnalysisCareaboutpsychologicalsatisfaction.（Satisfiedinthespiritconsumption）SpiritMaterial2.ConsumerProfilingAnalysisC62.ConsumerProfilingAnalysisInthemodernsociety,consumption

goodsplayroleinourlife.Peoplehavethegoodlife,theyareworriedabouttheirthepsychologicalsatisfaction.Perfumeslowlybecomeacrowedconsumptiongoods,andpeopleusetheperfumetogainpsychologicalsatisfaction.Sotheywillneedandbuyperfume2.ConsumerProfilingAnalysisI72.ConsumerProfilingAnalysis21century,womengoouttowork,theyneedtomakeupherself,sotheyneedtobuyperfume.Perfumebottleandperfumecanwellreflecttheirlifestyle,state…Meantime,there’respecialcrowed,whichis90sand80s.Theylikespecialperfumetoshowtheirspecialcharacter.

2.ConsumerProfilingAnalysis282.ConsumerProfilingAnalysisInthewesternandeastern,thewesternandeasternpeoplehasdifferentneedaboutculture.Theeasternpeopleliketobuytheperfumeoflightandlovesmell,theeasternliketonature.2.ConsumerProfilingAnalysisI92.Priture1：Consumerlovelyperfumeodortype

Differentpeoplehavedifferentcharities,theyneeddifferentodortypetoselectperfume.2.Priture1：Consumerlovelyper102.Pricture2：BuyingreasonConsumersneedandbuy,whichisforgivinggiftandlifeinteresting.

2.Pricture2：BuyingreasonConsu112.Pricture3：AdvancedperfumeandcrowedperfumeManyconsumerliketoselectadvancedperfume,becausetotheirpsychology,stateandbuyingpower.2.Pricture3：Advancedperfumea123.1GeographicIntheurban,theywouldliketobuysomethingtheylikeandtheywant.Inthesuburban,theywouldthoughofworthandwant.Intherural,theywouldconsiderthepriceoftheproduct.3.1GeographicIntheurban,th133.2DemographicSexRealmenperfumeistoincreasethemanstyle,andmostofthementheirpersonalitiesaremoregenerous,Dressisawoman'snature,theperfumecanincreaseawoman'scharm,andmostofthewomanisasmallwomantype,theyhopetouseperfumetohighlighttheiryouthandbeauty.3.2DemographicSex143.2DemographicIncomeUnder5000Rmb(60%):thecheepandhighqualityproduct.5000-8000Rmb(10%):theproductthatismiddlepriceandhighquality.8000-10000Rmb(20%):theproductthatismiddlepriceandhighquality.over10000Rmb(10%):whethertheylikeit.3.2DemographicIncome153.3Psychographic

Feelfinelovely,tenderwomanwholovesthevigorproductslikeflowersespeciallyforthiskindofperson.socatenaofperfumeaboutFloralisespeciallyforthiskindofperson.healthy,neutral,suitableforstable,independent,strong-mindedwomen.thecatenaofperfumeaboutGreenissuitableforthesepeople.3.3PsychographicFeelfinelo163.3PsychographicLikesportspeopleandlivelyfemaletheylovenaturethings,thecatenaofperfumeaboutCitrusisverysuitablefortheiruse.Themysterious,warmth,andcankeepforalongtimeawomanislikethedepthsoftheforesttreasure,Chypresissuitableforthekindoftemptation.Maturecharm,amorouswomantheyfavoritethecatenaofperfumeaboutOriental.3.3PsychographicLikesportsp173.3PsychographicEnergetic,passion.Brave,confident.Makethierowndecitions.Adventure,keentotrynewthings.OptimisiticInnocence,sendsweetfeeling,fullofromantic.Independence,solvesomeproblembythemselvesandprovideability.3.3PsychographicEnergetic,pas183.4Behavioral

NonebrandloyaltyMediumbrandloyaltyStrongbrandloyaltyAbsolutebrandloyalty3.4BehavioralNonebrandloya193.4BehavioralSuitforcustomer'shabitsandpreferences,butdiscountorpromotionwillchangethiermind.Riskconcerns,thatistosaytobuyanothernewbrand,thereisarisk.Loveandsuporethisbrand,emotion.Proudofthisproduct.3.4BehavioralSuitforcustome203.5TargetmarketAccordingtoouranalysis,themarketofChanelChanceEDPisthefemalepeoplewholiveintheurban,thesefemalehavehighincome.Thesecrowediscuteandtender.Thefemalesfocusondressing.3.5TargetmarketAccordingto214.OpportunityAthere,wecansummarizesomeChanelperfumemarketopportunities:China'shugemarket.HighconsumerloyaltyofChanelproducts.Moreandmoremaleconsumertobuyperfume.ThebeauticiansorthemakeupartistsloveforChanel.Collegestudentsarehugepotentialcustomers.4.OpportunityAthere,wecan22Accordingtothedataanalysis,Chanel'sannualsalesinthedomesticmarketaccountedfor25.98%ofthetoptenbrands,whilesalesofDiorperfumewith25.10%,followedbyluxurymarketcloserivalsasaperfume,DiorperfumeisthestrongestrivalcomparedwithChanelinChina.Accordingtothedataanalysis234.CompetitorChanel'sthebiggestcompetitorisDior,thesetwobrandswasbefashion,luxuryimageatmarketpositioning.Chanel'spackagingdesignisperfect,itlooksartandfashionisaperfectcombination.ButDioristobreakthroughthetraditionalpackagingdesigntoachievetheinnovationandmaturedesign.4.CompetitorChanel'sthebigg244.1PositioningStrategyThisproductisthehighlevelgoods,itmadeinFrance,TheingredientsincludeHyacinth,whitemusk,pinkpepper,jasmine,vetiver,citrusfruit,irisandamberpatchouli.4.1PositioningStrategyThisp254.1PositioningStrategy--4PProductPricePlacePromotion4.1PositioningStrategy--4PPr264.1ProductBeforethetaste:hyacinth,whitemuskIntaste:pinkpepper,jasmine,vetiver,citrusAftertaste:iris,amber,patchouli4.1ProductBeforethetaste:h274.1Product.Naturefloweressence–Protectskin,keeponlongtimePackageusetheenvironment-friendlypaper（pink）Perfumebottle—Roundbodyandmetalcap—Easilytotake4.1Product.Naturefloweresse284.1ProductVolume—35ML/50ML/100MLGettheemptybottle—EasilytotakeSettheshop—Teachtohowtouse，keeponusage，exchangewithsamplesack.4.1ProductVolume—35ML/50ML/1294.2priceAffectingthepriceofFactors:1.Thecostofproduct2.Thecostoftransportation3.Theinfluenceofthetariffreduction4.Themarketdemand4.2priceAffectingtheprice304.2Price

A35ml:665Rmb,whichisconvenienttocarry.A50ml:895Rmb,itcangototravelinawoman'suse,A100ml:1295Rmb,itisputinthehome,beforegoingout,oruseinthehome.4.2PriceA35ml:665Rmb,whic314.3PlaceMadeinFranceSaleplace:SpecialtystoreininternetTheadvanceddepartmentBoutiquestreetinSeniorhotelInthissalesplace4.3PlaceMadeinFrance324.4PromotionFashionshowMagazineFamousspokesmanEntrancewebsitePerfumesampleSupportactivityMoviesPublicwelfare4.4PromotionFashionshow334.4PromotionFashionshow:showupwithelegantandmodelstodisplayforeachseasonclothing.WecanseethatChanelwhichappealonfashionshow.Itisqualityandhaseleganttaste.4.4PromotionFashionshow:sho344.4promotionMagazine:MagazineintroducetheproductofChanel.SuchasELLE,VOGUE.Absolutely,thismagazineistheguidelineofbrand.4.4promotionMagazine:Magazin354.4PromotionFamousspokesman:Improvethebrand.SuchasMarilynMonroe,NicoleMaryKidman..It’sgoodforChanelconsistentimage.4.4PromotionFamousspokesman:364.4Promotion

Entrancewebsite:Chanelisamajorinternationalbrand.WecansearchtheinformationofChanelalsowatchingthethefashionshowrecently.

4.4PromotionEntrancewebsi374.4promotionPerfumesample:WhenyougothroughtheplacewhichissellingChanelperfume,youwillgaintheperfumesampleofChanel.Letourcustomerssmellthisperfume.Theywillenjoythisproduct.Iftheythinkthatit’sfantastic,theywilltrytobuythisproduct.4.4promotionPerfumesample:W38

4.4PromotionSupportactivity:Vocalconcert:ElvaworldtourwillbeheldonTaipei.Enjoy"color,smell,andperfume"Just1minutescharmingelegantaromalikemagicfullofthisplaceatonce.ElvathankChanelsupport,leteverybodycanexperiencethissong."4.4Pro394.4promotionMovies:“CocoChanel&IgorStravinsky”Letpeopleknownmoreaboutthecultureofthisbrand.WhatspiritChanelexpressatfirst.4.4promotionMovies:“CocoCha404.4promotionPublicwelfare:It’sdoingsomethinggoodforsocial.Repaysocialandcustomers.Forexample“BeautifulsavetheworldofChanel”isfullysupportsVohimanaplan.Now,theycouldenjoyabalanceddiet,medicaltreatment,selfeducation,andtheycouldplantforlive.4.4promotionPublicwelfare:I415.Marketpromotion

MembershipUsetheemptyboxcanaddmoneyfornewoneBuythecouponbeforethat5.Marketpromotion425.MarketingActivity（Video）

5.MarketingActivity（Video）

436.ConslusionAccordingtothemarketanalysisandpositioningofour,wemainlyfocusedonyoungwomenwholivedinthecity,theyarewillingtospendmoneytodressuponeself6.ConslusionAccordingtothem446.ConslusionCombinedwith4P,wefoundthisperfumeisacreativeperfume,fromhercompositionandpackagingcanbedrawn,anditisthemarketinglocationselectioninsomeofthemoreprosperousplaceinChinaanditspriceisrepresentative6.ConslusionCombinedwith4P,456.ConslusionAlthoughChanelChanceEDPhasahighprice,butitisthefamousbrandinChina,thisperfumestillabsorbmanyyoungfemalelovely.AndthenumbersofpeopleisaveryhugeinChina,sotheperfumeofChanelChancehasabigdevelopment.6.ConslusionAlthoughChanelCh46thankyouthankyou47ChanelchanceEDPChanelchanceEDP48Content1.IntroductiontotheProduct2.ConsumerProfilingAnalysis3.MarketSegmentationandTargeting4.OpportunityandCompetitor4.PositioningStrategy5.MarketingActivity（Video）6.ConclusionContent1.IntroductiontotheP491.perfumehistory

EgyptiancombustionplantfoundtheearliestperfumeIn17thCenturytheperfumefashionablewholesociety18thCenturyappearCologne19th、20thCenturyperfumesunprecedentedprosperity,asLancome、EstéeLauderIn2007Chinaperfumeconsumptionissecondintheworld,andtheonlyJapan

2010Chinamarketexpansionafter,developmentpotentialisgreat1.perfumehistoryEgyptiancom501.Chanelbrand

Founded:CocoChanelcreationChanelbrandinParisin1913,productsincludecouture,glasses,jewelry,perfumeetc.Style:meticulous,luxurious,simple,pure,andnevergooutoffashionConnotation:populartransient,stylepersistent1.ChanelbrandFounded:Coco511.ChanelbrandContinuity:ebullienceanddignified,boththeFrenchromantic,humorous,andGermanrigorous,refined.reform:putforwardqualityassurance,nosetrainedexcellentquality,anddevelopdifferentperfumesthanbefore

1.ChanelbrandContinuity:ebul522.ConsumerProfilingAnalysisCareaboutpsychologicalsatisfaction.（Satisfiedinthespiritconsumption）SpiritMaterial2.ConsumerProfilingAnalysisC532.ConsumerProfilingAnalysisInthemodernsociety,consumption

goodsplayroleinourlife.Peoplehavethegoodlife,theyareworriedabouttheirthepsychologicalsatisfaction.Perfumeslowlybecomeacrowedconsumptiongoods,andpeopleusetheperfumetogainpsychologicalsatisfaction.Sotheywillneedandbuyperfume2.ConsumerProfilingAnalysisI542.ConsumerProfilingAnalysis21century,womengoouttowork,theyneedtomakeupherself,sotheyneedtobuyperfume.Perfumebottleandperfumecanwellreflecttheirlifestyle,state…Meantime,there’respecialcrowed,whichis90sand80s.Theylikespecialperfumetoshowtheirspecialcharacter.

2.ConsumerProfilingAnalysis2552.ConsumerProfilingAnalysisInthewesternandeastern,thewesternandeasternpeoplehasdifferentneedaboutculture.Theeasternpeopleliketobuytheperfumeoflightandlovesmell,theeasternliketonature.2.ConsumerProfilingAnalysisI562.Priture1：Consumerlovelyperfumeodortype

Differentpeoplehavedifferentcharities,theyneeddifferentodortypetoselectperfume.2.Priture1：Consumerlovelyper572.Pricture2：BuyingreasonConsumersneedandbuy,whichisforgivinggiftandlifeinteresting.

2.Pricture2：BuyingreasonConsu582.Pricture3：AdvancedperfumeandcrowedperfumeManyconsumerliketoselectadvancedperfume,becausetotheirpsychology,stateandbuyingpower.2.Pricture3：Advancedperfumea593.1GeographicIntheurban,theywouldliketobuysomethingtheylikeandtheywant.Inthesuburban,theywouldthoughofworthandwant.Intherural,theywouldconsiderthepriceoftheproduct.3.1GeographicIntheurban,th603.2DemographicSexRealmenperfumeistoincreasethemanstyle,andmostofthementheirpersonalitiesaremoregenerous,Dressisawoman'snature,theperfumecanincreaseawoman'scharm,andmostofthewomanisasmallwomantype,theyhopetouseperfumetohighlighttheiryouthandbeauty.3.2DemographicSex613.2DemographicIncomeUnder5000Rmb(60%):thecheepandhighqualityproduct.5000-8000Rmb(10%):theproductthatismiddlepriceandhighquality.8000-10000Rmb(20%):theproductthatismiddlepriceandhighquality.over10000Rmb(10%):whethertheylikeit.3.2DemographicIncome623.3Psychographic

Feelfinelovely,tenderwomanwholovesthevigorproductslikeflowersespeciallyforthiskindofperson.socatenaofperfumeaboutFloralisespeciallyforthiskindofperson.healthy,neutral,suitableforstable,independent,strong-mindedwomen.thecatenaofperfumeaboutGreenissuitableforthesepeople.3.3PsychographicFeelfinelo633.3PsychographicLikesportspeopleandlivelyfemaletheylovenaturethings,thecatenaofperfumeaboutCitrusisverysuitablefortheiruse.Themysterious,warmth,andcankeepforalongtimeawomanislikethedepthsoftheforesttreasure,Chypresissuitableforthekindoftemptation.Maturecharm,amorouswomantheyfavoritethecatenaofperfumeaboutOriental.3.3PsychographicLikesportsp643.3PsychographicEnergetic,passion.Brave,confident.Makethierowndecitions.Adventure,keentotrynewthings.OptimisiticInnocence,sendsweetfeeling,fullofromantic.Independence,solvesomeproblembythemselvesandprovideability.3.3PsychographicEnergetic,pas653.4Behavioral

NonebrandloyaltyMediumbrandloyaltyStrongbrandloyaltyAbsolutebrandloyalty3.4BehavioralNonebrandloya663.4BehavioralSuitforcustomer'shabitsandpreferences,butdiscountorpromotionwillchangethiermind.Riskconcerns,thatistosaytobuyanothernewbrand,thereisarisk.Loveandsuporethisbrand,emotion.Proudofthisproduct.3.4BehavioralSuitforcustome673.5TargetmarketAccordingtoouranalysis,themarketofChanelChanceEDPisthefemalepeoplewholiveintheurban,thesefemalehavehighincome.Thesecrowediscuteandtender.Thefemalesfocusondressing.3.5TargetmarketAccordingto684.OpportunityAthere,wecansummarizesomeChanelperfumemarketopportunities:China'shugemarket.HighconsumerloyaltyofChanelproducts.Moreandmoremaleconsumertobuyperfume.ThebeauticiansorthemakeupartistsloveforChanel.Collegestudentsarehugepotentialcustomers.4.OpportunityAthere,wecan69Accordingtothedataanalysis,Chanel'sannualsalesinthedomesticmarketaccountedfor25.98%ofthetoptenbrands,whilesalesofDiorperfumewith25.10%,followedbyluxurymarketcloserivalsasaperfume,DiorperfumeisthestrongestrivalcomparedwithChanelinChina.Accordingtothedataanalysis704.CompetitorChanel'sthebiggestcompetitorisDior,thesetwobrandswasbefashion,luxuryimageatmarketpositioning.Chanel'spackagingdesignisperfect,itlooksartandfashionisaperfectcombination.ButDioristobreakthroughthetraditionalpackagingdesigntoachievetheinnovationandmaturedesign.4.CompetitorChanel'sthebigg714.1PositioningStrategyThisproductisthehighlevelgoods,itmadeinFrance,TheingredientsincludeHyacinth,whitemusk,pinkpepper,jasmine,vetiver,citrusfruit,irisandamberpatchouli.4.1PositioningStrategyThisp724.1PositioningStrategy--4PProductPricePlacePromotion4.1PositioningStrategy--4PPr734.1ProductBeforethetaste:hyacinth,whitemuskIntaste:pinkpepper,jasmine,vetiver,citrusAftertaste:iris,amber,patchouli4.1ProductBeforethetaste:h744.1Product.Naturefloweressence–Protectskin,keeponlongtimePackageusetheenvironment-friendlypaper（pink）Perfumebottle—Roundbodyandmetalcap—Easilytotake4.1Product.Naturefloweresse754.1ProductVolume—35ML/50ML/100MLGettheemptybottle—EasilytotakeSettheshop—Teachtohowtouse，keeponusage，exchangewithsamplesack.4.1ProductVolume—35ML/50ML/1764.2priceAffectingthepriceofFactors:1.Thecostofproduct2.Thecostoftransportation3.Theinfluenceofthetariffreduction4.Themarketdemand4.2priceAffectingtheprice774.2Price

A35ml:665Rmb,whichisconvenienttocarry.A50ml:895Rmb,itcangototravelinawoman'suse,A100ml:1295Rmb,itisputinthehome,beforegoingout,oruseinthehome.4.2PriceA35ml:665Rmb,whic784.3PlaceMadeinFranceSaleplace:SpecialtystoreininternetTheadvanceddepartmentBoutiquestreetinSeniorhotelInthissalesplace4.3PlaceMadeinFrance794.4PromotionFashionshowMagazineFamousspokesmanEntrancewebsitePerfumesampleSupportactivityMoviesPublicwelfare4.4PromotionFashionshow804.4PromotionFashionshow:showupwithelegantandmodelstodisplayforeachseasonclothing.WecanseethatChanelwhichappealonfashionshow.Itisqualityandhaseleganttaste.4.4PromotionFashionshow:sho814.4promotionMagazine:MagazineintroducetheproductofChanel.SuchasELLE,VOGUE.Absolutely,thismagazineistheguidelineofbrand.4.4promotionMagazine:Magazin824.4PromotionFamousspokesman:Improvethebrand.SuchasMarilynMonroe,NicoleMaryKidman..It’sgoodforChanelconsistentimage.4.4PromotionFamousspokesman:834.4Promotion

Entrancewebsite:Chanelisamajorinternationalbrand.WecansearchtheinformationofChanelalsowatchingthe