Case study: Dior Addict and its launch in on the South Korean market

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Case study: Dior Addict and its launch in on the South Korean market

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Abstract

For this report, we have chosen to export a new product having a French branding origin which is within global reach. The export has been done to an Asian country (South Korea) which has a strong demand for the perfume "Dior Addict". Addiction does not hide its game or its intentions. The aim is to provocate the media and the women. South Korea is following Japan in terms of cosmetics consumption, which is a great opportunity for luxury French brands to broaden their global horizon. We will see how communication plays a key role in helping the ?Dior Addict' market blossom and flourish in South Korea and the French market's response towards this budding international zone.

France
1. Marketing analysis
2. Communication analysis
3. Target analysis
4. Communication strategy
5. Advertisement analysis
South korea
1. Marketing analysis
2. Communication analysis
3. Target analysis
4. Communication strategy
5. Advertisement analysis

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[...] The women must be considered as symbol of feminity, sensuality and beauty. B. Text analysis o The use of text in this advertisement is done in a direct, individualistic way. Needs and desires are expressed explicitly: You are addicted; you have to admit it. o The text is succinct; only four words are present in this ad, just the name of the brand and a short slogan “admit it”. The text is limited to the essential. o The message is personal; it adopts the “I” identity. [...]

[...] Process of message transfer c. Stimulus III. Target analysis A. Culture influence 1. Power distance 2. Uncertainty avoidance 3. Individual / Collective 4. Masculine / Feminine B. Motivation of purchase C. Nature of the motivation D. Buyer behavior 1. Z analysis 2. IDU analysis 3. [...]

[...] Bibliography (http://www.insee.fr) Retrieved from http://www.insee.fr Netvalue.(2001). Croissance du taux des foyers connectés à l'Internet. Retrieved March 25th from http://www.journaldunet.com/cc/01_internautes/inter_nbr_clas.shtml) Centre Francais du Commerce Extérieur. (2001). Parfumerie Cosmétiques. Retrieved March 23rd from http://www.cfce.fr /cfce/search/main.asp Françoise Medgyesi. (2002). [...]

[...] Distribution II. Communication analysis A. Korean Christian Dior`s image B. Persuasive communication 1. Target description 2. Process of message transfer 3. Stimulus III. Target analysis A. Culture influence 1. Power distance 2. Uncertainty avoidance 3. Individual / Collective 4. Masculine / Feminine B. [...]

[...] Nature of her motivation The nature of South Korean women motivation is clearly social. Like in France, they attach importance to their appearance. But the main difference between these two markets is the importance of the group. Where there is individualism in France, South Korean women need to win their circle of friends' esteem. C. Buyer behavior On one hand, South Korean woman don't mix expression of emotion with action, because they want to be sure the perfume will have a positive effect on their relationship. [...]

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