CHANEL MARKETING MIX

No1.Introduction

No2.Target market

No3. Marketing mix_4p’s

No4.SWOT analysis

No1. Introduction

name ： CHANEL China name ：香奈儿、香奈尔、夏奈尔。 Founder ： Gabrielle Chanel （加布里埃 · 香奈儿 ) 。 The design concept ： elegant, simple, fineness Product series ： Senior set uniform, haute couture, s

enior garment, perfume, cosmetics, skin care products, shoes,

the handbag, glasses, wrist watch, Jewelry accessories, leather bag.

No2. Target market

Chanel general with lady for target market, these women generally has the following characteristics ：

Contracted delicate perfect independent white-collar lady High income people The worship of the group( 崇拜性群体 ) High education ， the achievement

三、 marketing mix ——the 4P’s Product Price Promotion Distribution

product

1. 香奈儿品牌走高端路线，时尚简约、简单舒适、纯正风范。“流行稍纵即逝，风格永存”依然是品牌背后的指导力量；香奈儿产品多以高度奢华为诉求 .

Chanel brand go high-end route, simple fashion, simple and comfortable style, pure. " Popular transient, style forever " is still the guiding force behind the brand; Chanel products to more highly luxurious appeal.

2. 菱格文的康朋系列、双 C 字样、别有风味的山茶花，均为其产品独特的风格，具有特色又不失其时尚高雅的韵味，正因其舒适的设计、别具风味的时尚与高雅的韵味，香奈儿为其爱用者带来了一种时尚感与虚荣感，为使用香奈儿产品的消费者增添一翻效益。

Kangpeng series, double C Ling Gewen's words, have a distinctive flavour of camellias, are the product of a unique style, has the characteristics without losing its stylish and elegant charm, because of its comfortable design, distinctive flavor of fashion and elegant charm, with its love of Chanel for bringing a sense of fashion and vanity, add a benefit for the use of Chanel products consumers.

3. High quality

Price ____luxury goods

Chanel ,the internationally renowned brands, its pricing strategy, complete with its high-quality, high-quality image in mind, is taken at strategy, in the clothing part, Haute Couture price more expensive than ordinary clothing, other parts of the price strategy is as follows:

Fashion boutique in the high price Watches and jewelry set a high price Perfumes and cosmetics, fixed price

promotion

1.Fashion show2.Magazine 3. Celebrity endorsements ： Zhouxun 4.Wed site ： http://www.chanel.com 5.Movie (trailer 宣传片 )6. intangible benefit —◎A limited supply of value to the colle

ction A famous brand of 80 years’ experience, coupled wit

h limited supply and marketing strategy, making the original historic commodity added rare preservation value.

It shows that,

male preference for female perfume,

greatly promoted the perfume consumer.

distribution

Chanel clothing boutique global 37 countries have a stronghold, glasses series in 29 countries around the world have a stronghold, in points, for the positioning, Chanel in upscale department store, the downtown merchants as the key point, Taiwan in its place: Taipei new Xinyi Shin Kong Mitsukoshi hall A9, Regent Galleria- Grand Formosa Regent Hotel Dainaka Hiromi SoGo, a museum, Kaohsiung Hanshin Department Store in four points.

No.4 SWOT analysis

Strong weakness High brand awareness Brand image is fixed

high customer loyalty difficult to change A good corporate image target market is limited

Opportunity Threaten financial crisis unusefulnessChina is a large market Fierce competition

financial crisis

That’s all.

Thank you for your listening.