Marketing essay on Chanel

Words: 4283
Pages: 18
Open Document
January 2013

Markets, Marketing and Strategy Report

MMS Report,

1

January 2013

Markets Marketing and Strategy Report

Executiv summary :
This report provides an analysis and evaluation of Chanel’s marketing strategies and of its place in the Luxury market today.
Methods of analysis include three theorical models that help to understand the complexity of Chanel business environment and its main resources. Those three models are: PESTEL, SWOT and 5 Porter’s forces. In this Report we find out that in period of economic crisis, luxury was seen as unnecessary and even selfish, Luxury Brands might have a bad reputation lately. It is extremely because of their manufactures in China or India and other countries like …show more content…
In the asian philosophy of luxury, wearing a brand such as chanel determines the value of the individual.
Brands are synonimes of wealth and success.

Chanel Brand strategies

5

January 2013

Markets Marketing and Strategy Report

Chanel would probably consider producing goods with lots of visible logo for the asian market. (Kent,2010)
I.1.4 :Technological environment of Chanel :
The growth of broadband : New technologies such as internet or the high definition for films have redefined advertising possibilities.
(Mouncey&Wimmer, 2007)
The emergence of smartphones : New mobile technologies such as
Iphone or blackberry also redefinied advertising possibilities because they are a way to advertise and they have a massive public appeal.
(Mouncey&Wimmer, 2007)

II-) Analysis of Chanel’s ressources
To analys the business ressources we can use the «SWOT» model
(strenghs, weaknesses, oportunities, threats). This model focuses on internal micro environment. It provides a way of reviewing the strategy and position of an organisation.It also considers the new proposition of the company.

II.1) Strengths and weaknesses
II.1.1)Chanel’s products
II.1.1.1:Strengths of Chanel’s products
Many Chanel’s products are legendary and cult object, what are the reasons of this craze for those products ?
Brands under the name of Chanel : In the clothing and accessories category Chanel is not only about Chanel. The brand also includes other brands such as
Show More

Related Documents: Marketing essay on Chanel

The Role of the Media in Promoting Fashion Goods Essay

highly effective marketing channel for fashion brands to influence their customers purchasing decision making process. There are many ways that a fashion brand produces its commercials to promote products, among them celebrity endorsement is becoming increasingly popular in recent decades. This essay studies how celebrity endorsement widely adopted by popular fashion brands influence the consumers’ purchasing behavior. With the example of Brad Pitt’s recent partnership with Chanel to market the brand’s…

Words 1378 - Pages 6

Marketing and Market Segmentation Essays

market segmentation in marketing strategy? JIANG CONGYI 8/20/2013 Introduction In the last few decades, market segmentation plays a far greater role in market strategy. With the rapid development of modern society, people's consumption concept has a huge change. Therefore, the enterprise formulates marketing strategy not only adhering to the historical experience, but also to adapt to the new changes. Ferrell and Lucas (1987) cited in Hooley et al (2012),” marketing is the process of…

Words 1567 - Pages 7

Essay on What Is Luxury?

“Luxury is a necessity that begins where a necessity ends” -- Gabrielle “Coco” Chanel What is Luxury? “Luxury must be comfortable, otherwise it is not luxury”. -- Gabrielle “Coco” Chanel Luxury is a term that can mean different things to different people; therefore there are multitudes of ways to describe it. It is, as a whole superfluous, based on the attainment of desires and is not considered to be a need. According to Christopher Berry luxury is “an expenditure that…

Words 3075 - Pages 13

Research Proposal Essay

Research Proposal The secrets of successful marketing Summary: The main aim of this research proposal is to carry out a thorough investigation for the PR and communication strategies being used by MAC cosmetics to successfully interact with their target audience. Starting by analyzing their social media platforms,…

Words 2160 - Pages 9

From Ysl to Saint Laurent Paris Essay

From Yves Saint Laurent to Saint Laurent Paris Abstract The aim of this essay is to take part in a discussion about the interrelation of fashion, marketing and art. Focusing on the Yves Saint Laurent brand and its creative work, the essay attempts to explore the marketing strategy, sources of inspiration and communication system. The first chapter is about the brand’s heritage and its image, which are the basics to the introduction of a brand analysis for understanding its story and…

Words 4398 - Pages 18

Essay on Western Culture and Plastic Surgery

Globalization and Western Influence on Asian Ideals of Feminine Beauty Angela Kroemer Western Governor's University Globalization and Western Influence on Asian Ideals of Feminine Beauty In the world of feminine ideals, what non-Western cultures deem to be beautiful or attractive has been greatly influenced by western culture in the past century. When the word “globalization” is brought up, thoughts of world economics, blending of cultural lifestyles, emerging technologies, and outsourcing of…

Words 1585 - Pages 7

Swot Analysis Louis Vuitton Essays

more recently to become creative . Consumers across the world : European countries (21% , United States but also a new emerging market in Asia (27% in 2011) * Bernard Arnault named Marc Jacobs in 1997 as an artistic Director of Louis Vuitton Marketing with different star icons : Gisele Bundchen ,Gorbatchev , Caterine Deneuve, Bono , Keith Richards , Madonna => helps to identify to the product . Project an image of the product. They sell their product only in their own stores , in Paris , London…

Words 1851 - Pages 8