...International Marketing assignment 1 Christian Dior Galway Business School Monday, November 25th Alexandra Dervaux Table of contents 1.Introducing the corporation . o Reasons to internationalise o Models of inernationalisation 2.Analyse the environment o Christian Dior in China PESTEL analysis o Christian Dior SWOT analysis 3.Marketing research 4.Entry modes 5.References Christian Dior 1. Introducing the corportation Christian Dior SA is one of the most important company in the luxury indutry .It is a french holding wich control several subsidiaries composed by the « haute couture » brand named Christian Dior couture (100% owned by the company ) , LVMH SA (40% owned by the company ). The holding business principal activities are : -‐Clothes -‐Wine and spirits -‐Fashion and leather good -‐Perfumes and cosmetics -‐Watched and sunglasses -‐Fine jewellery ...
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...Christian Dior was a renowned French fashion designer who curated one of the world’s top fashion houses. Dior and I brings the viewer inside the magical world of the Christian Dior fashion empire which was looking for a new creative director in 2012. Raf Simons was tasked with putting together his first-ever haute couture show in just eight weeks, which usually requires five to six months. The film is also a homage to the seamstresses who make Raf s vision come to reality. In my paper, I am going to argue that the relationship between individual vision and collaborative labor was the reason behind the successful show. The veteran needle workers and specialists, some of whom have worked for Dior for a long time, feel a devotion to sustaining the legacy and an enthusiastic bond with the items they make. With the Introduction of Mr. Simons to the workers wearing white jackets with “Dior” embroidered above their pockets, his boss believed that the house is going to be “modernizing.” as Raf Simons had a reputation as a minimalist. ‘Dior and I’ gives its viewers an opportunity to enjoy the journey of hard-work and dedication of creating a Haute-Couture Dior show that is usually just talked about. Having to experience it is a feast to its audience along with appreciating the craftsmanship and the stages of production which includes - sketching, prototyping, modeling, to the final catwalk. Raf Simons had to prove himself with the pressure of a ticking clock. His...
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...when we look deeper, all details appear, such as the use of the gold color which represents the environment of the company (the luxury). This is one of the aspects that attract the reader’s attention. Moreover, the woman is watching straight up. The idea of lightness also appears when we see the woman moving slowly in the liquid (or). The only text on the picture is the name of the brand, name of the product and the slogan. The name of the brand, DIOR, is written in big letters and is on top of the advertisement. Under the picture, it’s possible to see the complete name of the brand, and the name of the city where Dior is founded, in other words, Paris. We also can underlign the fact that “J’adore” is written with letters which are dancing, like this it is even more attractive for the customers. The text “Le féminin absolu” may expresses that this product is dedicated for women. People who are using this perfume are feminine, delicate, pure, and light. All these adjectives communicate a positive connotation. The slogan “Dior J’adore”, also written in white, has a positive connotation. It refers to the happiness and the serenity. Moreover, we can say that the name of this product, J’adore, refers to love, loving the brand, loving yourself… The link between the slogan and the picture: Women love all what is chic, luxurious and golden. The link between the text and the slogan: Women love to give a lot of importance to their feminity. Description of the picture. ...
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...E-Marketing Assignment - Websites comparison - Table of contents I/ Introduction Page 3 II/ Company profile Page 4 III/ Mission and vision of both companies Page 7 IV/ Internet presence of both companies Page 8 V/ 6Is of the E-marketing mix Page 18 VI/ Conclusion Page 20 VII/ References Page 21 I/ Introduction The development of Internet is certainly the most striking economic phenomenon in recent years. This new media has changed the established rules of traditional marketing strategies and finds its audience among a population who is tired of aging commercial techniques such as TV, newspaper advertisement or radio. Internet is currently the symbol of a digital revolution and most companies are aware that this is a precious tool. Indeed, local and global competition is becoming tougher and companies need to increase continuously their brand awareness to subsist. For this reason, numerous companies are modifying their communication strategy by investing massively in the worldwide network. The creation of an online presence through their website allows them to complement their media channel and to reach...
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...ERASMUS Manon LAGARDE (20061333) Antoine PETERS (20061286) Helene PIED (20061239) ERASMUS Manon LAGARDE (20061333) Antoine PETERS (20061286) Helene PIED (20061239) Helene FOLEY Helene FOLEY BUSINESS STRATEGY BUSINESS STRATEGY Industry of French Luxury perfumes Industry of French Luxury perfumes ------------------------------------------------- Table of contents Executive Summary 3 I. Industry Overview 4 II. PESTEL Analysis 9 1. Economical& Social 9 2. Legal 12 III. PORTER 14 1. Rivalry among existing competitors 14 2. Threat of new entrants 14 3. Threat of substitute products or services 15 4. Bargaining power of suppliers 15 5. Bargaining power of buyers 15 IV. Individual Part – DIOR 16 1. Company Background 17 2. SWOT Analysis 19 3. Company Analysis 20 4. Competencies and resources of the firm 22 5. Conclusion and Recommendations 24 V. Individual Part - CHANEL 27 1. Company Background 28 2. Financial aspect 31 1. SWOT of the company 32 3. Company Analysis 33 4. Competencies and ressources 34 5. Conclusions and Recommendations 35 VI. Individual Part – Yves-Saint-Laurent 37 1. Company Background 38 2. SWOT Analysis 41 3. External Environmental factor 42 4. Competences and resources of the firm 42 5. Recommendations 43 VII. Bibliography 45 IX. Appendices 47 1. PESTEL 48 2. Survey 51 3. Results 52 ------------------------------------------------- Executive Summary ...
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...In this task I would be selecting six different types of products from different organisations and I would also be talking about my choosing products segmentations. Segmentation refers to a process of dividing a large unit into various small units which have more or less similar or related characteristics. Market segmentation is a marketing concept which divides the complete market set up into smaller subgroups involving consumers with a similar taste, demand and preference. One market segment is totally distinct from the other segment. A market segment contains of individuals who think on the same lines and have similar interests. The individuals from the same segment respond in a similar way to the fluctuations in the market. Basis of Market Segmentation Gender The marketers divide the market into smaller segments based on gender. Both men and women have different interests and preferences, and thus the need for segmentation. Organizations need to have different marketing strategies for men which would not work in case of females. A woman would not purchase a product meant for males. The segmentation of the market to include gender is important in many industries like cosmetics, footwear, jewellery and apparel industries. Age Group Division on the basis of age group of the target audience is also one of the ways of market segmentation. The products and marketing strategies for teenagers would be different than kids. Age group (0 - 10 years)...
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...are receiving a mundane experience despite paying luxury brand prices. The fact that the survey question was asking for a memorable online shopping experience and no stories were told suggests a void in the digital strategy. 2. Content audit: Dior Facebook Page The following is a content audit of the Dior Facebook page: Content posted by the brand will be analyzed as will interaction between the brand and its audience. The objective of the audit is to determine how brands are using social media successfully to accelerate the process from which consumers are interested in a brand to the point in which they commit to purchase. Luxury brands presence on social media has always been seen as negative as marketers believed that having a digital footprint diminishes exclusivity by being promoting itself with the masses. This deep audit into the Dior Facebook page will illustrate the pros and cons of digital marketing on social media and Facebook specifically. Dior’s Facebook page is carefully curated with content that is easily disseminated across the Internet. Virtual greeting cards Dior posted a New Years “exclusive animation” greeting card that rendered 7,068 likes, 780 shares and 78,213 views. People have commented on the post wishing Dior a Happy New Year in such a way they would their peers. The shares on this post are higher than other posts as the virtual greeting was made in order to be passed on by fans of the Facebook page as a “greeting card”. This form of intelligent marketing...
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... * 1993: With the help of the fashion elite, such as Anna Wintour, Andre Leon Talley, and Sao Schlumberger, Galliano introduced his Princess Lucretia collection in Paris to critical acclaim. The entire collection was made from only one bolt of black fabric because it was all that the then broke Galliano could afford. * 1995: Galliano was the first British designer to be appointed head designer of a French couture house when he was appointed to Givenchy * 1996: Galliano was appointed creative director for Dior. In 1997, he debuted his first haute couture collection for Dior. * November 27, 2001: Galliano was awarded the Commander of the Order of the British Empire. * 2009: Galliano received one of the highest honors when he was awarded with the French Legion of Honor. * February 2011: Galliano was arrested on charges of assault and use of anti-sematic remarks * Following his arrest, Galliano was placed on suspension from his role at Dior pending the results of the investigation. Shortly after, he was fired from his position. * September 8, 2011: The verdict fro Galliano’s trial was made known. He was found guilty of...
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...November 18 2008 Actress Charlize Theron had signed an endorsement contract with Raymond Weil, the exclusive Swiss watch manufacturer in 2005, an agreement that required the actress to wear only Raymond Weil watches from October 2005 through December 2006. The contract provided in part: Paragraph 8. Exclusivity As of the signing of this Agreement, Artist [Theron] commits not to wear publicly any other watches other than RW watches during the Term. Additionally, Artist hereby agrees that during the Term she shall not endorse or advertise watches or jewelry for any other person, entity or company. Furthermore, Artist agrees that she will not endorse or advertise watches or jewelry for any other person, entity or company, including for charity.... Notwithstanding the foregoing, RW acknowledges and agrees that Artist is permitted to wear jewelry of her choice in public and to awards shows during the Term. Additionally, Artist may be asked to wear non-RW watches as part of her performance in a feature film and/or television show and that such action by Artist shall not be deemed a breach by Artist, provided however, no merchandising or commercial tie-in campaign shall be allowed in connection with non-RW watches utilizing her name, voice and/or likeness in connection with such film or television show that is released and/or broadcast during the Term. This contract does not prevent RW for [sic] using other artists or celebrities to endorse its products. However...
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...Algérienne. Combien de temps a-t-il duré ? a) 5 année b) 2 année c) 6 mois d) 20 jours 3. Il était le premier pour avoir ce qui sur ses pistes ? a) Modèles afro-américains b) Une bousculade de photographe c) Sièges de première ligne de VIP d) Sacs de cadeau pour des participants Partie B: Vrai ou Faux 4. Yves Saint- Laurent a fait des robes pour sa mères et ses sœurs. Vrai ou Faux 5. Saint-Laurent a rencontré Dior a seulement 15 ans. Vrai ou Faux 6. Yves Saint-Laurent entre cinq croquis d'une robe assymétrique dans la laine Internationale de Conception de secrétariat. Vrai ou Faux 7. Les vêtements plus célèbres par Yves Saint- Laurent sont: Le Smoking, Safari Jacket, et Le Mondrian Vrai ou Faux Partie C: Remplacement du Tiret Complètez les phrases suivantes avec les correct mots: 8. Les célébrités comme , et porte des vêtements de Yves Saint Laurent 9. Yves Saint-Laurent a pris un congé de son poste a Dior, pour battre dans ___________________ 10. Les magasin de Yves Saint Laurent est situé à , , et ________________ 11. _______________ a vu le talent de Saint- Laurent et il a lui presente au styliste _________________...
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...Outline Product: Multiplx Chanel Perfume Client: Chanel Introduction [ADA] Chanel was founded in 1910. It has a long history in the fashion industry. As a market leader, it shows continuous innovation to defend its market share from market challengers, e.g. Gucci, Dior, etc. COCO believed that product innovation can keep consistency of brand image. Chanel’s perfume contributes nearly 40% of the global perfume industry. Adding new element and advanced technology into perfume are seen as a valuable creation perfume history thus enhances the competitiveness of Chanel. Communication Market Analysis Opportunity analysis In the perfume industry, there is only pure essence of a single scent in a bottle. Using the same scent in different occasions is boring, drab and tedious. Hence, a 3-in-one perfume can be designed and offered to tap the high income level of office ladies whose life is with all the glamour, wealth and splendid. They display a keen interest in everything new. With more flavors, the perfume can improve their mood to feel refreshed and even as a self-confidence improver. Consumer markets Market segmentation by consumer groups: Demographics -Gender: Since the establishment of Chanel’s perfume in 1870, it mainly targeted at women. It is found that Chanel has great potential to further develop such upscale perfume for women. -Age: The main target of Chanel is consumers who aged from 30 to 45. From the emphasis of mature and exquisite design of the...
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...purpose of this study is to determine 1) the effectiveness of perfume packaging in representing its brand personality; and 2) its effectiveness in conveying the desired traits. The study was conducted through a quantitative approach in which Gucci Envy Me and Christian Dior J’adore were examined as the subject perfume brand to a sample group of 400 women at the age of 18 years and older in representation of the brands’ target consumers. In conducting the study, the sample group was given a survey to examine pictures of package in isolation and in their presentation through prints advertisements. Through comparative investigation, the findings suggest that Gucci Envy Me’s packaging failed to effectively convey the intended brand personality without its manifestation in print advertisement; whereas Christian Dior J’adore succeeded in conveying the intended brand personality through packaging in both isolation and through print advertisement. In specific case, Gucci Envy Me’s packaging alone conveys – in misrepresentation – its brand personality to be good looking and charming, While its representation in the prints advertisement conveys the intended trait of youth. On the other hand, Christian Dior J’adore’s packaging both in isolation and in print advertisement achieved their intended purpose in alignment to portray brand personality to be glamorous, upper class, feminine, and confident. In this respect, the study shows that Gucci Envy Me’s packaging alone is insufficient...
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...of company and made a huge accomplishment, then the company became a real estate company. In 1979, he became a chairman of his father’s company. At that time, he took over a Cognac company, Hennessy. As François Mitterrand who was a socialisms became a president of France in 1981; he moved to the U.S. because he didn’t fit to Mitterrand’s policy. While he was staying in the U.S., he started to take over a lot of fashion companies. There was an interesting opportunity why he started to focus on Fashion Company. One day, he took a taxi in New York and he asked driver, “Do you know who the president of France is?” The driver couldn’t answer, but he knew a French fashion brand, Christian Dior. After then, he thought a promising business is what people know a lot. In 1984, starting from Christian Dior, he started to took over a lot of fashion companies, such as Louis Vuitton, Chloe, Givenchy, BVLGARI, etc. In July 1988, Bernard Arnault acquired Céline. In 1993, LVMH acquired Berluti and Kenzo In 1994, LVMH acquired the perfume firm Guerlain. In 1996, he bought out Loewe and it was followed by Marc Jacobs and Sephora in 1997, also he bought Thomas Pink in 1999, Emilio Pucci in 2000 and Fendi, DKNY and La Samaritaine in 2001 (Wikipedia.com). His aggressive M&A strategy broke down fashion brands which had...
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...1/5 Excellent performance for LVMH in 2012 Paris, 31 January 2013 LVMH Moët Hennessy Louis Vuitton, the world’s leading luxury products group, recorded revenue of €28.1 billion in 2012, an increase of 19% compared to 2011. This includes the integration of Bulgari as of June 30, 2011. Organic revenue growth was 9%. All business groups saw excellent momentum in Europe, Asia and the United States. Louis Vuitton, in particular, once again recorded double-digit revenue growth during the year. Revenue increased by 12% in the fourth quarter, compared to the same period in 2011, with organic revenue growth of 8%. The last quarter saw a modest increase in growth compared to the third quarter of 2012. Profit from recurring operations increased by 13% to €5 921 million, a performance which is even more remarkable when compared to the strong growth in 2011. Current operating margin was 21% in 2012. Group share of net profit was €3 424 million, an increase of 12% compared to 2011. Bernard Arnault, Chairman and CEO of LVMH, said: "2012 was another remarkable year for LVMH, especially in the context of the economic slowdown in Europe. All of our businesses demonstrated excellent momentum driven by innovation and the quality of their products, thereby strengthening their positions in traditional markets while continuing to develop in new ones. Looking beyond the appeal of our brands, it is the talent of our teams and their motivation that enables us to so effectively execute our strategy...
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...shoe has come off. According to the Sale of Goods Act 1979 (SOGA) and Supply of Goods to Consumers Regulations 2002, all goods sold whether new or second–hand must be: * As described * Of satisfactory quality * Fit for the purpose for which they are intended The amended Sale of Goods Act 1979 requires the seller to supply goods of satisfactory quality. This includes that the goods must be durable and fit for their general purpose. Therefore you are able to take the jeans and shoes back either for a full refund or a replacement. Regarding the Dior perfume which your mother has come out in a rash after using it. According to the Consumer Protection Act 1987 and the law of negligence, there must be: * A duty of care * A breach of the duty of care * This breach must be the direct cause of damage (physical, financial or emotional injury) to another and could also be foreseen The Dior perfume company has breached the law of negligence because a duty of care was not carried out. Also this breach was the direct cause of damage which was the rash came out after using the perfume. Therefore under the Consumer Protection Act 1987, your mother has the right to sue the manufacturer. You also mentioned that your mother’s favourite dress was ruined by the dry cleaners. According to Supply of Goods and Services Act 1982 (SOGASA), all services should be carried out: * For a reasonable charge * Within a reasonable time * With reasonable care...
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