香奈兒品牌營銷-英文版

Theoriginatorofmodernperfume--ChanelNo.5marketingstrategyanalysis

BackgroundBrandhistoryInthedevelopmentofChineseCHANELperfume"ChanelNo.5"perfumemarketmarketingstrategyMarketpositioningDifferentiatedmarketingMarketingsummaryBrandhistory

In1910inParis,ChanelkangpengStreetNo.21openedamilliner'sshop.In1913,Ms.ChanelfoundedChanelbrandinParis.AtthetimeoftheChanelonlythehat,clothingandotherfewproductsseries.In1921,Chanellaunchedthe"ChanelNo.5"."ChanelNo.5"wasthefirstsingleacetaldehydefloralfragrance,tobreakthecurrentpuresweetstyle,lastingaromaandfresh,letpeopleenjoytheincomparablebeauty.In1929,ChanelNo.5isknownastheworld'sfirstperfume.DuringtheSecondWorldWar,becauseofthewar,ChanelwasforcedtoshutdownhershopinParis,butherfragranceisstillbeingWeiTarmarbrothersrepackaging,onceagainoccupiedtheglobalmarket.Inearly50,"No.5perfume"salesremainstagnant.Chanelbackintofashion,afteraperiodoftime,thefashionofsuccessgreatlyenhancetheChanelperfumesales.In1995,ChanelintoChinacosmeticsmarket.ChinesebecomeChanelafterJapan,Europe'sfourthAmericaandconsumergroups.In2003,Chanelbeautyproductsturnoverreached$1600000000,mostofwhicharefromthe"No.5perfume".Sofar,"ChanelNo.5"isstilltheworld'sbestseller.Atthesametime,"ChanelNo.5"isthehistoryofthemostprofitableChanelclassicproducts,sofarthecompanywebsiteisstillthekeyrecommendation.Intheearly50"No.5perfumesalesbegantostagnate.Chanelreturnedtothefashionworld,afteraperiodoftime,thefashionofsuccessgreatlyenhancetheChanelperfumesales.In1995,ChaneltoentertheChinesecosmeticsmarket.ChinahasbecometheChanelofJapan,theUnitedStatesandEuropeafterrankingfourthconsumergroups.In2003,Chanelbeautyproductsturnoverreached$1600000000,mostofwhicharefromthe"No.5perfume".SofarChanelNo.5"isstilltheworld'sbest-sellingperfume.Atthesametime,"Chanel5"isthehistoryofChanel'smostprofitableclassicproducts,sofarthecompanywebsiteisstillthekeyrecommendation.InthedevelopmentofChineseCHANELperfume

CHANELsubsidiariesin117countriesaroundtheworld,"No.5perfume"isstillrankedtheworld'sfirstperfume.SuccessfollowingbyCHANELperfumeinChinatoembodythe"No.5perfume".1)thecurrentdevelopmentofChina'sfragrancemarket2)perfumemarketshareinChinainrecentyearsFrom2007to2010,11cityChineseperfumemarketgrowthtrajectory

In2007,thesalesperformanceofChina'sfragrancemarketisonly469000000yuan;2008and2009rallyisgentle,theannualgrowthrateshowedadecliningtrend;in2010,salesof760000000yuan,ormorethan2007fullyearsalesofmorethanhalf.From2009to2010,perfumemarketgrowthacceleratedinayear,theannualgrowthrateof25.62%,comparedto2009salesalsoincreasedby160000000yuanmore.Thus,Chineseperfumemarketpotentialunlimited.2007-201011cityChineseperfumemarketsharecomparison

2007-201011cityChinaperfumemarketshareofthetoptenranking排名2007年2008年2009年2010年BrandMarketshare(%)BrandMarketshare(%)BrandMarketshare(%)BrandMarketshare(%)1Dior21.25Dior20.91Chanel22.19Chanel25.012Chanel15.39Chanel18.04Dior18.33Dior16.563HugoBOSS10.03HugoBOSS9.62HugoBOSS8.30G.Armani7.044Burberry7.95Burberry7.28Burberry7.35Burberry6.315LANCOME5.56LANCOME7.04LANCOME5.22HugoBOSS5.386CK3.21CK4.75CK4.23S.Ferragamo4.507Davidoff2.92Adidas2.11G.Armani3.71CK4.358Adidas2.59Davidoff2.07VERSACE3.22LANCOME3.529AnnaSui2.54VERSACE2.02S.Ferragamo2.57VERSACE2.3810GUERLAIN1.86NINARICCI2.00Lanvin1.83AnnaSui2.25Marketshare(%)bythechartcanbedrawnfromthefollowinginformation:From2007to2010,suchasBURBERRY,CK,AnnaSuibrandinthemarket,theoverallperformanceisrelativelystable.ThemostoutstandingachievementisCHANELandDior.In2007and2008,DiormarketshareintheNO.1position,butin2008therapidgrowthofCHANELmarketshareisobvious.In2009,2010,CHANELmarketsharecontinuestogrow,Diorbehind,andgraduallyopendistance,whichisobviouslyasolidNO.1status.ThesuccessofCHANELperfumemarketsharegrowthismostlyduetoChanelNo.5andChanelNo.5,inthefinalanalysisthemarketingstrategyisundeniable."ChanelNo.5"perfumemarketmarketingstrategyFirst,themarketpositioningTwo,thedifferenceofmarketing(a)exclusiveformula(two)-simpleachievementbrandnaming(three)--simpleachievementofluxurypackaging(four)advertising1,thespokespersonoftheselection2,thechoiceofmedia3,advertisingeffect(five)thedifferenceofsaleterminals"ChanelNo.5"perfumemarketmarketingstrategy一、Marketpositioning1)finda--todeterminethetargetmarketChanelNo.5targetcustomerscanbedescribedas:attachesgreatimportancetotheself,thepursuitoffreedom,whichembodiesthevalueandcharmofwomen.Theinitialisadvocatingnoblelife,hasthehighestlifetasteandrichwoman,nowinadditiontomoviestars,thehighincomeofknowledgeisalsothemainoccupationfemalecustomers,generallyundertheageof30yearsold.

2)selectedtheorientationofinterestsisuniqueandelegantexperience;attributesyntheticperfumes;valueorientationisthefreedomofwomen.Fromthecustomerperspective,payattentiontothepersonalizedandelegantexperience;fromthecompetitionpointofview,assomepeoplesay:Versaceisfancystunning,Givenchyisnobleandelegant,Dioriscarvedandluxury,Armaniislow-key,Valentinoisdelicate,soChanelisfreeandindependent,elegantandfeminine.

3)"ChanelNo.5"todeterminethelocationandelegantexperienceandthevalueoffreedom,toachieveitsstrategicpositioningthroughpersonalizedmarketing.Two,thedifferenceofmarketing(a)exclusiveformulaChanelNo.5createdbynasalEnnis,abaloneandChanel,istheworld'sfirstacetaldehydefloralfragrance,breakingthesingleflowerperfumeblendingtraditional,morethan80kindsofmixed,containsnolessthan130kindsofplantessence,showanotherunknownodor,andletthesmellofthemyriadsofchanges,atthesametime,thefusionofluxuryandgrace,showsawoman'sbraveandbold,completelybrokethetraditionalspiritoftheperfume.(b)-simpleachievementbrandnamingChanelNo.5istheworld'sfirstnamedindigitalbrandperfume,ChanelMs.EnnisBobdevelopedseveralperfumesample,choosefifthperfume."5"isaluckynumberinChanellady,publishedontheChanelNo.5perfume,justpublishedinMay25th,andCHANELfifthwillbeheldatthesametimethefieldoffashion.ChanelNo.5let5bethemagicnumberofperfume,representingabeautifullegend.Atthesametime,thenameeasytoremember,simpleandelegant,eveninacountrywithouttheneedfortranslation.(three)--simpleachievementofluxurypackaging(c)ChanelNo.5bottledesignchallengeagainwhenadvocatingluxury,curvedesigntrend,withacapgemcuttinglikemorphology,with26diamondcutsurface.Squarebottle,linesclear,transparentglassappearancewithoutanydecoration,only"NO.5CHANEL.PARIS"appearonawhitebackground.Aesthetictexturewithgoodpackagingsimplesimple,impressive,itisindependentoftheforestofhigh-gradeperfume.(d)advertising1、Theeffectsofchoice--stardrivenproductsimagespokesmenMarilynMonro1954pressconference"IwearnothingbutAfewdropsofChanelNo.5"Monroethisshortsentence,The"ChanelNo.5"salesSoaring,Afragranceindustrymiracle.NiicoleKidman

In2003,ChanelinvitedOscarwinnerNicoleKidmanas"ChanelNo.5".Nicoleclassicalsymmetricalappearance,nobleandeleganttemperament,charmingsmile,verymuchinlinewiththecharacteristicsoflocalizationChanelNo.5.SinceNicoleasaspokesperson,consumersbrandloyaltyisincreasedby7percentagepoints.AudreyTatu2009AdvertisingSpokespersonFrenchstarAudreyTatu,Audrey'sfacialexpressionsandbodylanguageandapairofbigblackeyescomeverynaturallytoconveyakindofmystery,andhavetheirownuniqueplainsexy.HertemperamentwithChanelNo.5perfume,elegantandmysterious,butfullofmodernbrandpositioning,highlightthebrandpersonalityBradPitt

In2012,ChanelNo.fiveperfumeinvitedBradPeterasaspokesperson,asthemostsexymen'swinnerPeter,isextremelysimpleandroughshape,withadistantmoodmonologuetoconquertheworldofwomen.Chanelfoundagainbreakthrough,thefirsttime,amanwillingtodospeakforthewoman,tocomposeamodelfromtheperspectiveofamagnificentchapterChanelNo.5.

2、Thechoiceofmedia:TV

In1956Chanelbecomeadvertisingperfumebrandfirstuseoftelevisionmedia,andintheAmericanbroadcast.Ad1968ChanelNo.5,therearemorethan50,theuseofmanyotherstarsasthespokesperson,thetelevisionmediaisstillthemainmediaChanelNo.5communication.FashionmagazineChanelNo.5hasbeendoingadsinfashionmagazines,mainlyhigh-gradeprofessionalmagazines,upscaleclubs,includingBAZAAR,VOGUE,ELLEandsoon,theyareChanelNo.5perfumetargetcustomersoftenreadmagazines.NetworkChanelhavetheirownofficialwebsiteandofficialmicro-blogandonlinemagazines.3、Advertisingeffect:ThenumberofadvertisingChanelNo.5inADrarely,makeChanelNo.5ismoreelegantandoutoftheordinary,theadvertisementwillhavethefeelingofappreciationofworksofart.Thewonderfulstory

"Missing":lovethepoormanfellinlovewiththebrightshiningstar,surroundedbylightsandhonorcannotstopherlovetoforgetaboutone'sown,fledtoescapeaftertwopeoplealoneinaquietmomentoverthecitylikeno,lovedictionarywithoutdistinction.A"Romanholiday"plotintheadmapping.Attheendofthetransitiontothe"tomorrow"--theimprintisengravedonmyheart.loveasdeepandmeaningfulNO.5.

"Encounter",aswellasherperfume.VisualimpactAdvertisement:backgroundandeye-catchingandbrandsymbolstogether,istoconveythenoble,elegantandgraceful.

Televisionadvertising:thepictureofeleganceandluxury,theformationofvisualimpact.Backgroundinthebackground,createamysterioussexyatmosphere.Themagnificentscene,giveapersonwithunlimitedextensionofthevisual.Brandsymbolmemory:thereisalwaysbelowthelensinaseriesofadvertisementsChanelNo.5inaChanel:No.fivebottles,thegoldenliquidsimpleanddoubleCChanelLogo,allexpressorimpliedChanelNo.5.Forexample:theencounterwithNicole,injusttwominutesoftelevisionadvertising,ChanelLOGOtolocal,panoramic,close-upwayappeared8timesasmuch.MusicSoothingbackgroundmusic,giveapersonakindofpeaceofmind,veryappealing,giveapersonakindofhazybeautyandmystery.（e）Thedifferenceofsaleterminals

ThesalesterminaldifferentiationofChanelNo.5terminalsalesmainlyconcentratedinthestore,fiveStarsHotel,seniorclubs,upscaledepartmentstoressuchasthewealthyelitegatheringplace.Thestorelayout,elegantdisplaysalesenthusiasmandthoughtfulservice,shopmusicatmosphere,eventhestorevisitcustomerswillgiveyouelegantandfreedom.TheshopstockedwithcustomersbytheCoffeetable,flowersandChanelpropagandamagazine,thenumberofgoodsondisplaylessanddelicate,allthefurnishingswereforthedisplayofgoodsandservices.Thisbrandcentricfeatures,suitablefortheirowndevelopmentoftheterminalbuildingway,toreducetheblindtoexplorebusinessorbrand,andpromotetherapiddevelopmentofenterprises.

Marketingsummary

ThesuccessofChanelNo.5islargelyduetothedifferencemarketingstrategymakestheperfectpositioningstrategyimplementation.First,changeafashiondesignerforconservativeperfumeindustry.First,ChanelNo.5usingacetaldehydechangedthefragranceofthemagiccombination,breakingthesingleflowerswereadvocatingera.First,amagicalsymbols,asimpledigital,witnessedanenduringbrand.First,asimplepackagingsimilarchemicalexperimentalbottlemakesitindependentofthehigh-endluxuryperfumeoftheforest,riseabovethecommonherd.First,apioneerChanelNo.5perfumeadvertisements,andthegreatstorycreatednonartisticeffectwiththegeneral.First,amanwillingtodospeakforthewoman,tocomposeamodelfromtheperspectiveofamagnificentchapterChanelNo.5.Itispreciselybecauseofthisoneafteranotherforthefirsttime,makesaperfumewasbornin1921,isstilltheworld'smostpopular,themostfamousperfume.ChangesofNo.5withoutthefearoftime,alwaysstandinthefashiontide,whichalsoconfirmsthesentence"Chanelwomanchangeablefashion,styleremains".Moreandmorefar-reachingimpactonbrandChaneltoday,whetherbysomeotherformswhichrosetoanotherlevel,wehavethefollowingsuggestions:（一）Appropriatetoexpandtheproductline

AtpresentChanelNo.535mlprice850yuan,thepriceof1060yuan50ml,thepriceof1520yuan100ml,pricestability,salesandnotaffectedbythe"sensitized".Asaclassic,"ChanelNo.5"hasalotofloyalcustomers,sosaleshavebeenverystable.Butundersuchasuccessfulbrand,itsproductlineisnarrowandshallow.Atpresent,"ChanelNo.5"seriesofproductshavethefollowing:Thepurposeofdoingsoistolimitthenumberof,handtoensurethateachfragranceiscarvedthrough,ontheotherhand,isthemainmarketofraremaintain