Clive Christian's brand image has been maintained through communications focused on the product's exclusive imagery, high quality, premium prices and limited distribution all over the world. From the beginning, Clive Christian has displayed its high quality perfume through special production called Niche perfumery, alternative to mass perfume production. Clive Christian is limited by the clientele and therefore with a limited sale range, thus, the goal is not to sell as much as possible, but to sell exclusively. Clive Christian promotes it's products through luxury events and clippings in magazines; moreover the owner of these luxury magazines publishes the perfume in order to raise the importance of his magazine. Clive Christian also distinguishes itself through it's price strategy.
[...] The pricing strategy as in Clive Christian, depends on the editions of the bottles, because there are normal one where the price can be around 200E and the special edition like The Swarovski Crystallized Amphora of Bond No 9 covered with 16,500 hand- applied platinum Swarovski stones, with a price of 3500E, and Caron of Caron Poivre with a price of 2000E. The distribution of these perfumes is very small because of their important image and luxury packaging. Through perfume boutiques and through official dialers can be realized distribution, moreover customer can buy these perfumes through the official web page of the companies and ship worldwide. [...]
[...] B6 Competition The association of customers with competitive brands of Annick Goutal, Bond No 9 and Caron Poivre within the resonance of customer-based brand equity pyramid presents the difference in salience with a brand name Clive Christian, because only it can be called the most expensive perfume in the world, and gain the title of Imperial Majesty perfume what gave an excellent imagery. Performance of the competitor's brands is approximately the same because all of their perfumes are made with finest products. [...]
[...] And for Men features the image of the Roman Standard and the spirit of the Roman Eagle. • X Artwork for Women features the image of the Egyptian Jasmine at the heart of theperfume chosen by Cleopatra for her journey to meet Anthony, and for Men features the image of the Sceptre of Kings chosen as in ancient times this would be filled with Orris, the root of the Florentine Iris. • In order to satisfy the requirements of its most enthusiastic clients, Clive Christian has created a convenient and elegant set of perfumes. [...]
[...] Martinez says that the image of the perfume is incredible, because of the rich history and events which had Clive Christian. He told, that the bottle of perfume had been founded in the legendary ship “Titanic”, and the queen of England Elizabeth named her favorite perfume as Clive Christian No 1. As Mr. Martinez said: “The advantage of niche market where is presented Clive Christian is that just small amount of people in the world recognize this perfume and is not counterfeited and not sold on the street¨ B2 Mental Map Consumer brand associations for Clive Christian might be ´snobby´, `prestigious´, `exclusive ´, `elegant´. [...]
[...] Bon James is the official dialer of the Clive Christian in Spain, Portugal, and Andorra. There are just 7 cities (Malaga, Andorra, Palma de Mallorca, Barcelona, Madrid, San Sebastian, and Zaragoza) where you can find this perfumes in 8 official shops, where these perfumes are distributed. Therefore the distribution of them is made very accurately in order to show the uniqueness of the product to the customer and the special treatment of the choosing the sales points in cities. Moreover Mr. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
