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Chanel project

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  1. 1. In order to be irreplaceable one must always be different
  2. 2. Founded:1909byGabrielleCocoChanel Country:France Industry:Luxury Brandvalue:$7B Sales:$4.7B MainCompe+tors: BRAND OVERVIEW
  3. 3. Strengths -Pioneersofprt-a-porterclothing -Strongbrandequityandloyalty -Strongbrandimage -Highquality Weaknesses -Highprice -LimitedproducMon -Website Opportuni+es -OnlinesaleandE-markeMnggainingmore importance -Tapontechnology -ExpanddeeperintoAsianmarket Threats -CompeMtorsinthesamebusinessproviding similarkindofclothesandaccessories -Counterfeitsgoods -ImitaMngdesigns SWOT ANALYSIS
  4. 4. Marketisgrowing despiteturbulence 7%growthin2014 OPPORTUNITY LUXURY MARKET. KEY TRENDS
  5. 5. Internetisthefastestgrowingchannelofretailing. Impactmostlyfeltindevelopedcountries: Onlinesalesaccountfor14%ofluxurysalesinUK,10%Germany. KeychallengeforLuxuryBrands:ndbalancebetween availabilityandscarcity OPPORTUNITY ONLINE PERSONAL LUXURY GOODS MARKET TREND (2003-2013 B)
  6. 6. RESEARCH OBJECTIVES Keysteps: 1. Analyzeshoppingbehaviorofluxury shoppers 2. IdenMfythecustomersthatarebuyingluxury online 3. Understandthedemographicsofonline luxuryshoppers ISTHEREANOPPORTUNITYINONLINERETAILING,IN EUROPE,FORCHANEL?
  7. 7. Underlying idea: Focusing on understanding what motivates the Chanel consumer. RESEARCH METHODOLOGY
  8. 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?
  9. 9. BENCHMARK Potential Competitor Articles Carried: Womens Fashion Mens Fashion Babies Fashion Shoes Accessories
  10. 10. BENCHMARK Same industry, but other type of luxury goods Articles Carried: Items up to $10,000 Online: 40% Sales Great source for Holiday Gifts
  11. 11. SAMPLING Population: UK Luxury Market Sample: UK Luxury Market online Channel Online Consumers
  12. 12. MIXED METHODS QUANTITATIVE QuesMonnaires OnlineSurveys SocialAnalyMcs WebAnalyMcs QUALITATIVE Semi-structured Interviews
  13. 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. 14. ONLINE STORE Greatdesign Memorablelogos Recognisability Up-to-dateappearance Buildingcredibilityandtrust BrandLoyalty Easeofaccessibility Incen+vesforcustomers Physicalinfrastructure Humanresource Remoteaccesstoprocess BRAND VALUE
  15. 15. PART II: BRANDING AND THE CREATION OF VALUE
  16. 16. BRAND POSITION AND DIFFERENTIATION ProvocaMon & SophisMcaMon Couture&Accessories TradiMon&Individualism LUXURYGOODSSECTOR LOCALBRANDEXPANDED INTERNATIONALLY ELEGANCE,SIMPLICITY,MODERN,CLASSY DIFFERENTPRODUCTSFORDIFFERENT MARKETSEGMENTS IMAGE PRODUCT SOCIALVALUES
  17. 17. COMPETITION
  18. 18. PRIVATELYHELDCOMPANY PRODUCTDEVELOPMENT& COLLECTIONS SYMBOLS-CAMELIA,BLACKDRESS CHANELGIRLS TIMELINEOFPRODUCTS MYTHOFBEINGMYSTIQUE DIFFERENTIATION
  19. 19. Physique -Long-las+ng -FlaTering -RespecUul RelaMonship Culture Personality ReecMon Self-Image -Elegance -Independentsensualwoman -Completelookforwomen -Modernelegantwomen -Elegantwithasocialposi+on -Highincome -Liberatedlifestyle -Iamsophis+catedandelegant -Sophis+ca+on -Libera+on -Classicism -Crea+ve -Perfec+onist -Understated -Sophis+cated -Highself-esteem SENDER RECIPIENT EXTERNAL INTERNAL BRAND DEFINITION & IDENTITY PRISM
  20. 20. BRAND ARCHITECTURE CORPORATEBRANDING
  21. 21. BRAND VALUATION 33%ofaveragecontribu+onto overallcompanyvalue. Usefulintermsofacquisi+ons& mergers,brandinvestment decisions,licensecostsand ge[ngfunds "..customerequityisthepreambleof nancialequity.brandshavenancialvalue becausetheyhavecreatedassetsinthe mindsandheartofcustomers. -Kapferer
  22. 22. BRAND VALUATION CRITERIA WEIGHING Market 10% WellestablishedinEuropeandUSA, biggestmarketsforbeautyandfragrances. OvertookLVinChina,thetopandfaster growingmarketforluxury. Stability 15% Strongbrandheritage. Focusonthepersonalityofthefounderin itsworldwidemarkeMng. Leadership 25% 3rdworldwideinpremiumwoman fragrances. 17thinbeautyandpersonalcare. 1stinhaute-couture INTERBRAND MODEL
  23. 23. BRAND VALUATION CRITERIA WEIGHING ProtTrend 10% 2billion(2014),growing Support 10% Allretailstoresareprivatelyowned byWertheimerBrothers GeographicSpread 25% 310storesworldwide,ongoing expansionplaninemergingmkts. ProtecMon 5% TrademarkisprotectedbutIP protecMonforperfumesanddesigns isweak. INTERBRAND MODEL
  24. 24. Fashion fades, style remains RebeccaTeboul,JuliaTreppte,ElenaBerrone,GastonArcuri,VikasMu