论文题目迪奥五年营销计划Marketing plan of DiorPreface (1)First, the marketing environment analysis (1)Second, the enterprise image analysis (2)Third, product analysis (2)Fourth, consumer behavior analysis (3)1, The main market (active clients) (3)2,The secondary market is not active (customers) (3)3, potential market (3)Fifth, competitor analysis (3)Sixth, Strengths, Weaknesses, Opportunities, and Threat (SWOT) Analysis (4)Internal and external strengths of Christian Dior (S): (4)Internal and external weaknesses (W): (5)External opportunities (O): (5)External threats (T): (6)Seventh,marketing strategy and action plan (6)1, Marketing objectives (6)2, Strategy and action plan (7)(1) Marketing objectives (7)(2) Target market and positioning (7)(3) Product strategy (7)(4) Pricing strategy (8)(5) Sales strategy analysis (8)(6) Advertising strategy (9)Eighth, planning implementation steps and plans (9)In the advertising media (9)In the magazine to choose (9)Website promotion (10)Ninth, planning the program cost budget (10)Tenth, the expected effect of planning (10)(1) The effect of expected effect on resource utilization (10)(2) The expected effect of the product (11)(3) Risk assessment (11)Concluding remarks (11)appendix (13)Questionnaire——The Market Positioning of J’adore Perfume (13)PrefaceDior is a famous French fashion brand. Since it was founded in 1946, Dior has been regarded as the name of gorgeousness and elegance. The main business of Dior is selling high-grade consumer goods, such as woman's, man's clothing, children clothing, jewelry, perfume, cosmetics, color makeup, glasses, watches, Dior mobile phone. Especially, its brand of man’s clothing has became Dior man’s clothing independently. Whether fashion, cosmetics, or other products, Dior is now in the top of fashion fields.Dior's new designs always shocked the fashion marketing after that time it made Christian Dior's company became more and more famous. A lot of Dior's stores appeared in Paris, Hollywood, New York. It was well known as a luxury label from that time all over the world.For developing and expanding its market, Christian Dior began to add some other products not only clothes, but also fashion and leather goods, watches and jewelries, wines and spirits, perfumes and cosmetics.Perfume sales around the world continue to reduce the situation, Paris and New York perfume manufacturers began to look at China as a key. As a matter of fact, Chinese people do not have the habit of use perfume in the past, in the history of China also can not find the root cause of perfume culture. In China, perfume is a fresh thing. Until the 20th century, the Chinese people began to use the bath product of perfume, the function of the products is refreshing and drive midge. Until the 1980 s, the perfume of the west began to introduce China, until today, Chinese consumers still prefer the smell of light and simple. In recent years, with the economic level, people pursuit of beauty is not just confined to the external clothing, makeup, more and more fashionable gens by "body" to show their own taste and temperament.First, the marketing environment analysis 1, the fragrance market is more and more appear younger trend. Modern women to work out more and more, the descent of the ages, perfume market presents the saturated state, in a relatively reduced2, a large number of new products listed perfume, perfume manufacturers bear the corresponding risks, namely consumers face many do not know how to start the result of the perfume. Perfume quality determines the future global perfume market, high-grade perfume markets around the world as much as $18.7 billion, 60% of the cosmetics market. See from this, the product quality is an indispensable factor 3, market report to be released from MINTEL's view, most of the customers at the grocery store can buy high-grade perfume, perfume to public market so this makes a grocery store destination has become more and more consumers to buyperfume .Second, the enterprise image analysis 1, Christian Dior in 1947 established the fashion shop. That same year, Christian Dior founded the Perfumes Christian Dior, launch new called Miss Dior perfume, is a kind of green plant chypre.2 No matter from “Miss Dior perfume, Dior dream”to “Dior Addict”of Dior perfume, all-encompassing, into the dream. Christian Dior perfume can cater to all kinds of women, men and different emotions. The perfumes the unexpected allure is impossible to resist, also is the art of perfume manufacturing cabinet.3, Dior is a French famous a fashion consumer brands, it's main clothing, jewelry, cosmetics, perfume and other high-end consumer goods. On the tip of the fashion trend, Dior became the luxuriant elegance of a pronoun.Third, product analysis1,Dior perfume, really I am series can give a woman, with elegant and sexy attitude for more women to release the true inner self. Dior Dior self series, the woman again reproduce their own female charm; Dior Dior series, I was really a woman perform noble elegant life attitude2, J 'adore my perfume with roses and Damascus plum flower aroma, it is a kind of expression of feminine, a representative symbol of absolute femininity. J 'adore is perfume, I have the absolute femininity to: modern elegant, bright and perceptual! Can give a woman want.3, the design of the product: Dior perfume bottle for thin neck round bottles. Thin neck round bottles passing on aesthetics: New Look similar to the concept of arc, the thirst for soft also is little poor. Highly symbolic form delicate d. long, around the neck ring if treasures of gold, also has a crystal pearl shaped bottle stopper. Tears are evolved into the thin neck round in the evening. If a question never appeared on the bottle of perfume, see at a glance, give us the feeling of be just in the middle of the cork, like an exclamation mark: "J 'adore me!"4,product gives the enterprise image, fully embodies the style of elegant and charming, Dior perfume of self, release the woman true inner self, to issue new woman's declaration. J 'adore me, really seem to have hit the woman of inner desire.Fourth, consumer behavior analysis1, The main market (active clients)A, the main object is 22-45, fashionable young lady, high-level white-collar women, rich wealthy woman. These groups have certain economic basis, their consumption ability is stronger, they pay attention to their own appearance and taste, Dior perfume exactly the nobility is elegant, they pursue is to be their grade and status.B, beauty professionals (hairdresser and makeup artist, etc.). Because of their work, more to their taste and appreciate level is different from ordinary people. Dior brand to 1947 years since its founding, has been synonymous with luxury and elegant. Use Dior perfume, of course, is the best choice of their noble and elegant.2,The secondary market is not active (customers)A, the main object is single white-collar women 18 to 22 years old. Preferences although there is no lack of among them also family conditions, but their 22-45, white-collar women with relatively weak economic foundation, consumption ability is low. So they only as a secondary market.B, 18 to 45 years old men, they will come in a variety of different days to buy perfume, as a gift to her, so can only as a secondary market.3, potential marketPotential customers to have high income people, fashion, beauty, perceptual, they have research to various kinds of high-grade perfume, but before they have been included in the brand of perfume. After attracted by its own charm of dior perfume of self, and they were willing to try is not the same brand of perfume. Fifth, competitor analysis1, Each industry will have many competitors, so is the perfume industry. Comparable to Dior perfume perfume brands are: Chanel, Lancome, in international, Anna Sui, CK, Burberry established perfume. These old remains consumers brand perfume, maybe clothing brand halo effect prompt consumers interested in perfume brand produced jointly. Perhaps because of their brand itself personality concept and charming scent to attract consumers. While they are in the perfume industry become a leading position in this market, but because of Dior perfume in terms of price ishigher than similar products, also because of its high prices make it become the king of the perfume, the symbol of noble status.2, the world's largest commodity company, p&g perfume business (Nonchalant, Anna Sui, Escada etc.) in recent years has maintained a solid double-digit growth in China. It with China's increasingly strong consumption ability and many a year were listed in the perfume product has a lot to do. The Dior perfume, I really is a strong competitor.3, single perfume brand, has many young consumer groups of CK growth momentum, annual increase amplitude is bigger, in many perfume sales market can always came top in the ranking, a wave of middle-class Burberry can often ranks the top three. The perfume in the Chinese market, will bring certain threat for Dior perfume.Sixth, Strengths, Weaknesses, Opportunities, and Threat (SWOT) AnalysisInternal and external strengths and weaknesses should be considered at first if the company needs to do any strategy. Moreover, the opportunities Dior will face and what threats it will meet in recently and future will be discussed in the following article.Internal and external strengths of Christian Dior (S): Though considering the internal strengths of Dior, as a top luxury brand, it has created a great fashion culture in its history. For example, the typical black dress is popular by women for many decades even until now, it is so classical. As top brand, Dior did the best to produce extremely great quality products. They focus on fashion trends and leading the trends. Dior signed the greatest designers in fashion areas, like John Galliano. As a fashion company, Dior made a myth for itself and for the whole industry.External strengths would be discussed from customers, for Dior, it has a huge groups of customers, they understand Dior's products deeply beyond the foundation of the products themselves. They looking for something have more meanings. For these customers, Dior keeps improving its services, it is a basic but important strategy which is known by the strategy groups. Keeping good communicating with customers, and assuring its patron of its best effort and hospitality. Further unification services should be spread immediately in New York, Tokyo and all the cities which have Dior's products. In 2009, Carla Bruni, the first lady of France wore two dresses to participate the celebration of Bastille Day which are all made by Dior, it is a big impact for fashion marketing even under the unfavorable business environment. Carla Bruni is one of Dior’s fans, she was happy to mention when shewas 19 years old, she began her career with wearing her first Dior dress. Smoking jacket which designed in 1990 is favorable by many famous women now. That is what Dior keeping on doing for its external market.In a word, the strengths are1, Customer resources. Dior has a definitely part of the customer resources. To maintain good customer relationship, Dior can occupy the absolute superiority in the market.2, Talent reserves. Dior has a strategic idea, concept of innovation, human resources, development and management for modern development.3, More and more perfect service quality. Dior has a customer service center, to solve the net requirements for multinational group clients , and sets up a station buy neat service system.Internal and external weaknesses (W):At first, Dior's products related high costs, which mean its customers would be narrowed in small "rich" groups. Second, in order to expand the range of customers, Christian Dior increase export products. Comparing with local products, export products have some disadvantages, like longer delivery time, weak language capabilities, for many products need import raw materials, it costs time and money, as a export products, they always lack of new styles in peak seasons. Third, it is more difficult to keep its image-building in different country with different culture. For example, Sharon Stone (Stone) is a famous actor in Hollywood, and she was approached the "face of Dior" in 2005. In 2008, there was an earthquake happened in south of China, it left 68,000 people dead and many were homeless. Sharon Stone as a face of Dior said, it was "karma", her words caused most of Chinese against her and Dior. Until Stone apologized in Public and Christian Dior decided to drop her, Chinese people still could not forgive her. This is a very serious effect to Dior's image.In a word, the weakness are :1, Dior established a world famous brand. Although it has advantage in information technology, because of its enormous business development, it may lead to some areas of control force is not strong.2, Dior products mach form of the product (both cosmetics, perfume, etc.), so it may be in adaptability than focus more on competition exists in the field of a disadvantage.3, The globalization. Dior currently only opens up a few dozens of national market, so there are still loopholes in the market.External opportunities (O):After China joined the WTO (World Trade Organization), it becomes a hugepotential country in fashion marketing. There are 31 LVMH (a luxury company with 61 brands within its portfolio) officials available in China. For Dior, China is a big market. Dior had launched more than 20 stores in Beijing and Shanghai, the next step for them is to understand Chinese marketing by considering open more stores in China. (Christian Dior, 2009)Dior is very good at using the opportunity to brand as the intangible assets, involving various clothing category, with unknown to store, in part of China's high-end goods are sold, DIOR dress designing thought and theory of different, only on a standard scale of CHRISTIAN DIOR, contains a second line at home and abroad well-known clothing franchise brand of high-grade brand products, integrating the thousands of clothing enterprises at home and abroad of unwanted inventory, orders the tail goods, large single procurement, no matter from quality, from the commodity price is the maximum to meet customer demand.External threats (T):The biggest threats to Christian Dior are coming from other luxury brand, like Louis Vuitton; Channel; Gucci; and Armani, which have the same products in fashion industry. Another reason comes from the fashion marketing, Berg (2002) argued that luxury brand only launch their stores in large cities, the rents or other costs might be maintained in a very high level, it narrows the development of company and it might lead financial problems in the next 10 years.At present, the risk of Dior star endorsement events, Dior, the cost for Mr Sharon stone’s endorsement is expensive but the risk is big. The celebrity strategy also has a lot of risk. Such as the chosen celebrity are reported having scandals, he may be out of favor suddenly, so corporate image rather than ascension and to take all of a sudden crisis management.Seventh,marketing strategy and action plan 1, Marketing objectivesBecause it is three to five years of marketing plan, decided to three years before reaching the market share of 15~20%, after a year of new customers to seize the market reached more than 20%, in one fell swoop to seize other competitors customers, making Dior have a good image in the market.2, Strategy and action plan(1) Marketing objectivesWe intend to give priority to advertising, brand marketing and cultural marketing to take a differentiated competitive strategy to occupy a small market share of the marketing strategy to occupy the market. Because Dior’s positioning is in the white-collar, backbone, elite this high-end market, so the target population may not be much, but we want to be more likely to occupy market. After that maintain brand reputation, do Dior’s marketing.(2) Target market and positioningA. Divided by regionsDior’s main markets are Western Europe, South America, North America, and Eastern Asia, in which China and Japan are two big consuming countries. All its specialty shops and counters are opened in big developed coastal cities.B. Divided by agesDior’s consumers are mainly the 35 to 45-year high income ladies. Nevertheless, nowadays its consumers become younger and younger. Dior’s perfumes will expand the age market in the future gradually.Dior perfume I really will target customers who locked in a high-end women. High-end women who have high requirements on the perfume, they need a feature to highlight their own perfume, fashion, publicity, luxury is no longer distinguished.(3) Product strategyTrue to my perfume and Damascus rose plum flower aroma. Absolute femininity: modern elegant, bright and perceptual! Before adjustment: card against the Bergamot: harvest in southern Italy, Bergamot essential oil were obtained through the cold take the peel of the fruit, it will bring a spotlighting the sweet smell perfume, to add to the unique vitality citrus scents. Adjustment: in Damascus rose: country of origin for Turkey and Bulgaria, Damascus rose is used to make essential oil and pure incense. After the adjustment: jasmine. Is the symbol of feminine women. Jasmine is one of the world's perfume extract the most commonly used to flavor, it is very fragile has its own unique fragrance of flower seeds, and sometimes wild and bold and unrestrained, or as pure as morning dew.1, J 'adore my perfume with roses and Damascus plum flower aroma, it is a kind of expression of feminine, a representative symbol of absolute femininity. J 'adore is perfume, I have the absolute femininity to: modern elegant, bright and perceptual! Can give a woman want.2, the design of the product: Dior perfume bottle for thin neck round bottles. Thin neck round bottles passing on aesthetics: New Look similar to the concept of arc, the thirst for soft also is little poor. Highly symbolic form delicate d. long, around the neck ring if treasures of gold, also has a crystal pearl shaped bottle stopper. Tears are evolved into the thin neck round in the evening. If a question never appeared on the bottle of perfume, see at a glance, give us the feeling of be just in the middle of the cork, like an exclamation mark: "J 'adore me!"3, product gives the enterprise image, fully embodies the style of elegant and charming, Dior perfume of self, release the woman true inner self, to issue new woman's declaration. J 'adore me, really seem to have hit the woman of inner desire.(4) Pricing strategyProduct specifications: 50 ml market price: 520 selectionsProduct specification: 100 ml market price: 999 selections(5) Sales strategy analysisBased on its advertising strategies, designing different advertising words and advertising songs on the basis of the different countries, high and low language environment embody the theory of how to communicate with the non-native language people. Through the music, pictures and a few words, expressing the same product features and design idea, let the consumers have a deep impression on its products. Then through the television and magazine repeats their advertisements, continue to deepen the consumer impression, make the brand of Dior enjoy popular supports from the customers.According to Counter strategy, Dior sets up Counters to serve high level customers in the high grade department stores in different regions, which reflects the self-orientation of Dior brand. Setting up shops in different areas and different countries also means that Dior has to train managers and sales personnel, and the training of its staff is a way of spreading culture.Staff need to learn about another culture and instill the European culture idea in the consumers' hearts who have different culture background to set up Dior culture brand. Looking from management, different regions take diverse management methods due to different cultural background. In addition, Counters still need to provide high quality and one-on-one service. That the quality of our management and service improve will strengthen the competitive advantage of Dior.In the consumer's point of view, Dior is a luxury brand, buying and using Dior signify social status. Dior just likes a kind of cultural symbol, in social activities, which represents its users' identity and meets the needs of its users' psychology. Experience in major supermarkets to establish areas for customers to smell perfume free products, gift vial (2ml) gifts.Selling Dior clothing and other products, present a bottle of "real me" perfume as a gift.In view of the internet marketing strategy, Dior using internet to carry on thepromotion embodies the influence of technology to the communication. Dior uses high-tech to make the products known by consumers more conveniently and widely. There is not only a glaring advertising, but also detailed introduction of products and the buyers' evaluations on the internet, which allow consumers to be aware of products roundly and choose the most suitable products.(6) Advertising strategyFor the "J’adore", create a new ad, a young，energetic new generation of idols do endorsements, log out in the major web page and advertised in the major television stations, establish reputation in the large web page log, and advertised in the major television stations and establish reputation.Eighth, planning implementation steps and plansIn the advertising media1, Delivery time: in June 2016, in September 2016, three months.2, TV advertising as the main media, magazine ads for shop, plus website promotion3, Media arrangements must juggle one thousand cost and ratings4, Television commercials, want to consider the characteristics of channel ratings and audience, Dior perfume of self is given priority to with high consumption, high quality consumer. Choice of channel and Dior perfume of self target audience to consumers. And advertising on television put in the time also want to target consumers with Dior perfume of self consistent schedules, so as to maximize the effect of advertising.5, Advertisement launching products in the first two months is given priority to with 15 seconds television advertising, television advertising for 30 seconds. Four months after advertising frequency gradually decrease, the main 15 seconds ads.In the magazine to chooseThrough "ruili fashion beauty", "fashion", "yizhou" and so on in young and middle-aged high-level white-collar workers as the main object of the magazine, we will find the best magazine layout position is often dominated by major luxury advertisement. Dior perfume of self, of course, print advertising will choose the best layout to these major fashion, let the reader in reading habits by dior's my perfumeadvertising impact, deepen influence.Website promotionPut perfume on the network advertising is cheaper than TV commercials, but the benefits become more prominent.Ninth, planning the program cost budgetA new store decoration cost budget (3 million)Two. Budget for staff rewards and punishments (200 thousand)Three. Festivals and exhibitions budget (200 thousand)Four. Create an exclusive web cost budget for the product (200 thousand)Five. TV advertising, newspaper and magazine advertising, online publicity budget (800 thousand)Six. Market research expense budget (30 thousand)Seven. Product pre-sales and after-sales service budget (200 thousand)Eight. Human resource budget (800 thousand)Nine. Unpredictable expense budget (600 thousand)Ten. Market maintenance service budget expense (800 thousand)Tenth, the expected effect of planning According to the new marketing plan we Dior, the market is expected to make analysis of the effect:The first is the resource utilization problem of our marketing program. As everyone knows, the marketing plan operation needs to put a certain amount of manpower and other resources, he is the key to the success of the marketing plan, so marketing resources is an important problem for the marketing plan effect. (1) The effect of expected effect on resource utilizationAfter the new marketing plan, is expected to use the new marketing plan for the production and sales of new products, of course, must invest some resources, including human resources, financial resources, funding and management. In the new marketing programs, we should insure that the greater efforts to promote new products and our new marketing scheme are enough to let new products be popular.(2) The expected effect of the productIt is expected, Dior “J’adore”will be on the market of consumers, to occupya large share in the market, gain considerable benefits.(3) Risk assessmentOf course, the actual marketing will encounter risks. We must carefully take into account the actual marketing of the various possible risks encountered in the actual launch of the program before the actual use of the fight to minimize the risk. In the risk assessment, we have to do the worst, for we wanting to be more likely to occupy market, therefore, if our marketing advertising is good, the visibility of the product after the boost, plus the original appearance of products as well as the cultural connotation, our products will be in the high-end consumer groups favor, the market will be prosperous. However, the actual scheme as marketing by taking into account, if our marketing advertising is not as ideal as it leads to lack of awareness of products make the sales go short, we have to consider that other new advertising solutions to enhance the popularity of our products. Therefore, our new marketing plan to take into account the case in the risk of inadequate advertising, to deliver timely application of new marketing advertising.In conclusion, our assessment of the effect of the new marketing plan and risk that our marketing plan can be effectively carried out, even if the risk is expected to happen, our enterprise risk can be lifted, because we have a certain foundation in perfume production. Besides, we have enough manpower resources for the promotion and support for new marketing programs.Concluding remarksWe know that marketing is the eternal theme of the market economy, perfume marketing is also the sale of perfume plays a vital role. In fact, the perfume market marketing planning book is a means of sales of ceramics, a tool and an assistant. In the market economy, the perfume market marketing planning book display can make people to the perfume products in-depth understanding, the overall concept and comprehensive understanding. Through the effective integration and wide marketing, advertising effect will reach its maximum, let us business group Dior aesthetic brand tile from the market so as to promote talent shows itself.Sales, this concept of Dior’s various brands and new products to people, to lay the foundation for the market, and through advertising, the shortest of maximize the communication effects and product delivery channels, fully embodies the integrationof marketing effectiveness.Developing Dior company need to do more effective actions, it should be considered from the main driver of market. Dall'Olmo Riley, Lomax and Blunden (2004, P40) stated that "fast moving consumer goods, growth, rather than defense, it is the main driver for extending luxury brands". Especially in nowadays, Dior gets a lot of stress under the global financial crisis. The Economist (2003) reported because of Euro against dollar, the expenditure of luxury goods from customers decreased dramatically.Basing on literatures, launching extension for Dior seems a feasibility strategy. However researching elements like desirability, high awareness and exclusive is not an easy thing.It is easy to find out that knowing the strategic drivers is a much important factor for managements of luxury brands when they considering to extend their brands. As Dall'Olmo Riley, Lomax and Blunden (2004, P45) indicated that "decision and launch criteria are the same for fast moving and for luxury goods". And, managers always need consider the brand's craftsmanship, heritage, culture and tradition before making the decision of whether it should be extended, although the main structure would not change at all. Chernatony and McDonald(2003, P25) typified: "A successful brand is an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely. Furthermore, its success results from being able to sustain these added values in the face of competition." Which means managers should follow two elements; one is not only concern the products themselves but also consider from the whole business. The other is, keeping the tradition of original brands.For Dior Company, it has got a high success and respect in fashion areas, the only thing it need to do is considering how to keep its dominant position and keep walking in future.。
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