Tuesday, September 17, 2019
Marketing Plan For Perfume JAdore, By Dior Essay -- Fragrance Marketi
My product: Diorââ¬â¢s Perfume, Jââ¬â¢adore 1. Jââ¬â¢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 ââ¬Å"New Lookâ⬠, stated the principal goal to ââ¬Å"save women from natureâ⬠. Dior is known everywhere in the world. ââ¬Å"Absolute feminityâ⬠is one of the slogans for Jââ¬â¢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 areasââ¬â¢ 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 Macyââ¬â¢s, Nordstrom or Sephora in North America or ââ¬Å"perfumeriesâ⬠in Western Europe will sell Jââ¬â¢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... ...d is coldâ⬠) and diamonds. That was a big hit. That way, they made Jââ¬â¢adore different from Chanelââ¬â¢s perfume. It was distinctive, because they communicated that the product was above the most precious materials, thus superior to the competitorââ¬â¢s product. It would be very hard for the competitors to copy this difference. The prices of Jââ¬â¢adore, Coco Mademoiselle, or Ãâ are very similar. Thus, the customer would not have to pay a lot more for the difference. The smell of Jââ¬â¢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 Jââ¬â¢adore proposes ââ¬Å"more for the sameâ⬠. 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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