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1、Chanel chance EDP,Content,1.Introduction to the Product 2. Consumer Profiling Analysis 3.Market Segmentation and Targeting 4.Opportunity and Competitor 4. Positioning Strategy 5 .Marketing Activity（Video） 6.Conclusion,1.perfume history,Egyptian combustion plant found the earliest perfume In17th Cent
2、ury the perfume fashionable whole society 18th Century appear Cologne 19th、20th Century perfumes unprecedented prosperity ,as Lancome、Este Lauder In 2007 China perfume consumption is second in the world, and the only Japan 2010 China market expansion after, development potential is great,1.Chanel br
3、and,Founded: Coco Chanel creation Chanel brand in Paris in 1913, products include couture, glasses , jewelry, perfume etc. Style: meticulous , luxurious, simple, pure, and never go out of fashion Connotation: popular transient, style persistent,1.Chanel brand,Continuity: ebullience and dignified, bo
4、th the French romantic, humorous, and German rigorous, refined. reform: put forward quality assurance, nose trained excellent quality, and develop different perfumes than before,2.Consumer Profiling Analysis,Care about psychological satisfaction.（Satisfied in the spirit consumption）,Spirit,Material,
5、2.Consumer Profiling Analysis,In the modern society, consumptiongoods play role in our life. People have the good life ,they are worried about their the psychological satisfaction . Perfume slowly become a crowed consumption goods, and people use the perfume to gain psychological satisfaction .So th
6、ey will need and buy perfume,2.Consumer Profiling Analysis,21century , women go out to work , they need to make up herself ,so they need to buy perfume. Perfume bottle and perfume can well reflect their lifestyle, state Meantime , therere special crowed, which is 90s and 80s. They like special perfu
7、me to show their special character .,2.Consumer Profiling Analysis,In the western and eastern, the western and eastern people has different need about culture. The eastern people like to buy the perfume of light and love smell, the eastern like to nature.,2.Priture1：Consumer lovely perfume odor type
8、,Different people have different charities, they need different odor type to select perfume.,2.Pricture2：Buying reason,Consumers need and buy ,which is for giving gift and life interesting.,2.Pricture3：Advanced perfume and crowed perfume,Many consumer like to select advanced perfume ,because to thei
9、r psychology, state and buying power.,3.1 Geographic,In the urban, they would like to buy something they like and they want. In the suburban, they would though of worth and want. In the rural, they would consider the price of the product.,3.2 Demographic,Sex Real men perfume is to increase the man s
10、tyle, and most of the men their personalities are more generous, Dress is a womans nature, the perfume can increase a womans charm, and most of the woman is a small woman type, they hope to use perfume to highlight their youth and beauty.,3.2 Demographic,Income Under 5000Rmb (60%): the cheep and hig
11、h quality product. 5000-8000Rmb (10%):the product that is middle price and high quality. 8000-10000Rmb (20%):the product that is middle price and high quality. over 10000Rmb (10%):whether they like it.,3.3 Psychographic,Feel fine lovely, tender woman who loves the vigor products like flowers especia
12、lly for this kind of person. so catena of perfume about Floral is especially for this kind of person. healthy, neutral, suitable for stable, independent, strong-minded women. the catena of perfume about Green is suitable for these people.,3.3 Psychographic,Like sports people and lively female they l
13、ove nature things, the catena of perfume about Citrus is very suitable for their use. The mysterious, warmth, and can keep for a long time a woman is like the depths of the forest treasure, Chypres is suitable for the kind of temptation. Mature charm, amorous woman they favorite the catena of perfum
14、e about Oriental.,3.3 Psychographic,Energetic,passion. Brave,confident.Make thier own decitions. Adventure,keen to try new things. Optimisitic Innocence, send sweet feeling,full of romantic. Independence ,solve some problem by themselves and provide ability.,3.4 Behavioral,None brand loyalty Medium
15、brand loyalty Strong brand loyalty Absolute brand loyalty,3.4 Behavioral,Suit for customers habits and preferences, but discount or promotion will change thier mind. Risk concerns, that is to say to buy another new brand, there is a risk. Love and supore this brand,emotion. Proud of this product.,3.
16、5 Target market,According to our analysis, the market of Chanel Chance EDP is the female people who live in the urban, these female have high income. These crowed is cute and tender. The females focus on dressing.,4. Opportunity,At here, we can summarize some Chanel perfume market opportunities: Chi
17、nas huge market. High consumer loyalty of Chanel products. More and more male consumer to buy perfume. The beauticians or the makeup artists love for Chanel. College students are huge potential customers.,According to the data analysis, Chanels annual sales in the domestic market accounted for 25.98
18、% of the top ten brands, while sales of Dior perfume with 25.10%, followed by luxury market close rivals as a perfume, Dior perfume is the strongest rival compared with Chanel in China.,4. Competitor,Chanels the biggest competitor is Dior, these two brands was be fashion, luxury image at market posi
19、tioning. Chanels packaging design is perfect, it looks art and fashion is a perfect combination. But Dior is to break through the traditional packaging design to achieve the innovation and mature design.,4.1 Positioning Strategy,This product is the high level goods, it made in France, The ingredient
20、s include Hyacinth, white musk, pink pepper, jasmine, vetiver, citrus fruit, iris and amber patchouli.,4.1 Positioning Strategy-4P,Product Price Place Promotion,4.1 Product,Before the taste: hyacinth, white musk In taste: pink pepper, jasmine, vetiver, citrus After taste: iris, amber, patchouli,4.1P
21、roduct,. Nature flower essence Protect skin, keep on long time Package use the environment-friendly paper（pink） Perfume bottleRound body and metal capEasily to take,4.1 Product,Volume35ML/50ML /100ML Get the empty bottleEasily to take Set the shopTeach to how to use ，keep on usage ，exchange with sam
22、ple sack.,4.2 price,Affecting the price of Factors: 1. The cost of product 2. The cost of transportation 3. The influence of the tariff reduction 4. The market demand,4.2 Price,A 35ml: 665Rmb, which is convenient to carry. A 50ml: 895Rmb, it can go to travel in a womans use, A100ml: 1295Rmb, it is p
23、ut in the home, before going out, or use in the home.,4.3 Place,Made in France Sale place: Specialty store in internet The advanced department Boutique street in Senior hotel In this sales place,4.4 Promotion,Fashion show Magazine Famous spokesman Entrance website Perfume sample Support activity Mov
24、ies Public welfare,4.4 Promotion,Fashion show: show up with elegant and models to display for each season clothing. We can see that Chanel which appeal on fashion show . It is quality and has elegant taste.,4.4 promotion,Magazine: Magazine introduce the product of Chanel.Such as ELLE, VOGUE. Absolut
25、ely, this magazine is the guideline of brand.,4.4 Promotion,Famous spokesman: Improve the brand. Such as Marilyn Monroe ,Nicole Mary Kidman. .Its good for Chanel consistent image.,4.4 Promotion,Entrance website: Chanel is a major international brand. We can search the information of Chanel also watc
26、hing the the fashion show recently.,4.4 promotion,Perfume sample: When you go through the place which is selling Chanel perfume, you will gain the perfume sample of Chanel. Let our customers smell this perfume. They will enjoy this product. If they think that its fantastic, they will try to buy this
27、 product.,4.4 Promotion,Support activity: Vocal concert: Elva world tour will be held on Taipei. Enjoy color, smell, and perfume Just 1 minutes charming elegant aroma like magic full of this place at once. Elva thank Chanel support, let everybody can experience this song.,4.4 promotion,Movies: “Coco
28、 Chanel & Igor Stravinsky” Let people known more about the culture of this brand. What spirit Chanel express at first.,4.4 promotion,Public welfare: Its doing something good for social. Repay social and customers. For example “Beautiful save the world of Chanel” is fully supports Vohimana plan. Now,
29、 they could enjoy a balanced diet, medical treatment, self education, and they could plant for live.,5. Market promotion,Membership Use the empty box can add money for new one Buy the coupon before that,5.Marketing Activity（Video）,6.Conslusion,According to the market analysis and positioning of our,
30、 we mainly focused on young women who lived in the city, they are willing to spend money to dress up oneself,6.Conslusion,Combined with 4P, we found this perfume is a creative perfume, from her composition and packaging can be drawn, and it is the marketing location selection in some of the more pro
31、sperous place in China and its price is representative,6.Conslusion,Although Chanel Chance EDP has a high price , but it is the famous brand in China, this perfume still absorb many young female lovely. And the numbers of people is a very huge in China, so the perfume of Chanel Chance has a big development .,thank you,