Essay on Marketing Plan for Perfume J'Adore, by Dior

Words: 1090
Pages: 5

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”, had for mail 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
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Prada also has a stronger and more oriental smell. Prada’s perfume is of excellent quality. It comes with a certificate that each bottle was created with the best ingredients possible and handmade until they put into the bottle. This is the highest quality. However, Prada, just as Chanel, counts a lot on its reputation to sell their products. Even if many marketing efforts are made, I think they could go further by revitalizing their image and create a real identity for this product. Giving a fresh look and impression would make the market segmentation wider and accessible to more women. The information is from:

4. Since Dior’s resources are not limited, thus they are opening their market to many places like Middle East, South and Central America, Easter Asia, Easter Europe, and even Northern Africa. They are using the mondialization to expand their reputation and their products. However, nowadays, the Euro’s value is getting very high, and they are starting to adapt their prices abroad, because the exports were slowing down a bit. Dior has contracts with Sephora, which is a “beauty retailer”. Sephora being present more and more abroad, this is a great marketing strategy. For instance, I know that Sephora surveys its customers, and then send by email or regular mail, offers adapted to their tastes. This is a great way to attract people and to make them loyal to a specific brand. Dior identifies the