This was a 5-minute presentation given in my Sales class. The purpose was to present a problem to a group of Chanel representatives, talk briefly about a solution, and end with a call to action that would necessitate a more detailed (and longer) discussion of the problem and solution. The problem that I presented in this presentation was Chanel\'s use of the internet as an information channel, while not taking full advantage of its e-commerce and community aspects. I present a 3-pronged approach that should drive both their online and offline brand management.
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1. CHANEL
Online and Offline Brand Management
Glodine Jourdan, MBA Candidate 2010
2.
3. Agenda
My Background and Interest
Industry Trends
Chanel.com
The Framework
Important Points
Final Thoughts
4. My Background and Experience
MBA Candidate 2010, Haas School of Business
Work Experience (IvelichStone, Sephora)
Brand Consultancy
Research (The Luxury Fashion Brands Internet Dilemma)
Brand Management
Retailing
Luxury Brand
E-Commerce
Bought first Chanel product at 13
5. Industry Trends: Drivers to Growth
Increase in Standard of Living
Democratization
Globalization
Accessibility
New Markets
International Travel
Global Mass Media
The Internet as a multi-dimensional sales channel
6. Industry Trends: Luxurys Balancing Act
7. Industry Trends: The Online Customer
Who are they?
Social shopper: associate shopping with pleasure and social
meetings
Habit shopper: only visit the same stores and shop through the same
medium
Ethical shopper: are more concerned with ethical associations of
shopping like material sources and employee working conditions,
than with shopping medium
Value shopper: seek value from an overall combination of product
and service quality and cost
Experimental shopper: are not afraid to try new stores and
shopping media
8. Convenience shopper: appreciate shopping without time
delays
