7. Underlying idea: Focusing on understanding what motivates the Chanel consumer. RESEARCH METHODOLOGY
8. THEORETICAL FRAMEWORK Merchant Model These online business models are simply retail (or wholesale) sellers of services and goods. A successful online store requires doing a lot of preliminary target market research, and having an in-depth understanding of the online consumer. AdverMsingModel BrokerageModel CommunityModel InfomediaryModel MerchantModel AliateModel SuscripMonModel ISTHEREANOPPORTUNITYINONLINERETAILING,IN EUROPE,FORCHANEL?
13. RESOURCING & CONSTRAINTS SocialMediaAnalyMcs OnlineSurveys QuesMonnaires WebAnalyMcs QUALITATIVE FocusGroups, Interviews BENCHMARK 2OtherCompanies (Dior+MontBlanc) QUANTITATIVE TIME BUDGET 2months 3months TIME >4-6months TIME >2months Low Medium BUDGET High BUDGET Medium
14. ONLINE STORE Greatdesign Memorablelogos Recognisability Up-to-dateappearance Buildingcredibilityandtrust BrandLoyalty Easeofaccessibility Incen+vesforcustomers Physicalinfrastructure Humanresource Remoteaccesstoprocess BRAND VALUE
15. PART II: BRANDING AND THE CREATION OF VALUE
16. BRAND POSITION AND DIFFERENTIATION ProvocaMon & SophisMcaMon Couture&Accessories TradiMon&Individualism LUXURYGOODSSECTOR LOCALBRANDEXPANDED INTERNATIONALLY ELEGANCE,SIMPLICITY,MODERN,CLASSY DIFFERENTPRODUCTSFORDIFFERENT MARKETSEGMENTS IMAGE PRODUCT SOCIALVALUES
