Luxury is also known to be associated with resisting the passage of time and the abundance of annual creations. As Chanel No. 5 has demonstrated its continuity over time, it has attracted several generations, and this fragrance is exceptional and speaks to the depths of the soul.
With its new ambassador, Nicole Kidman, the brand has, once again, demonstrated that the fragrance is still present on the market and is back.
Thus, in this section, there is an analysis on the strategy of product, price, distribution and finally the communication of the brand with the analysis of the marketing mix.
Several years are needed between the idea of a new fragrance and its market launch. The first team sought is that of marketing. It must precisely define the concept of future perfume. Chanel No. 5, it is to impose the idea of a woman who is first and foremost a female personality and through it Gabrielle Chanel herself.
Market research is then conducted to identify consumer expectations, ascertain whether the target (the active woman, the sports woman, teenager) is in a good position in relation to competition. The marketing team must also find the new name.
Tests with consumers can better adjust the formula of the perfume. Once it is developed it has to remain for the safety tests. When it is time to launch calls for tenders from suppliers are sent.
Production could then start to arrive as quickly as possible to launch the perfume. The birth of a fragrance application takes anywhere between two and five years of preparation in the strictest confidence.
A good brand can act as a magic potion and provide a powerful attraction for example to define a product hard to describe. This is the case with perfumes. The strategies are varied and the creator does not hesitate to use extreme words.
In the case of Chanel, the product-branding is minimal, since the product is distinguished only by its number, for example N º 5. Given the weight of creation, the ‘chemical-response' has no place in the world of luxury.
Thus, what differentiates the launch of Chanel No. 5 from a conventional marketing approach is the creation and launch of the No 5 as a daring approach almost revolutionary. Luxury marketing is a marketing proposal, the initiative is still in the camp of the creator. This does not mean that market surveys are useless. They were simply used to confirm rather than exploit based not on current expectations but the reactions and preferences of the market.
Chanel refuses to sell its fragrance in the supermarket for two main reasons- the perfume has to remain a dream, a product imbued with luxury. The distribution of its products must meet strict codes of presentation and sale accompanied by personalized services. These qualitative services are part of the brand strategy.
Tags: Chanel, luxurious perfume brand, marketing and brand strategy
[...] A successful new product absolutely must provide a "plus" to be more efficient, easier to use, last longer, etc. In the luxury sector, the reference to competition is not as systematic for the consumer or the company. A client does not buy the Chanel No by comparing all other scents available. She did not even ask if it is better or worse than this or that brand. She simply decided, because she liked the perfume. Ultimately, a luxury product has no real competitor. [...]
[...] The No gets you out of the ordinary in a moment, giving us an image of freedom. In this ad, it is not a luxury of showing off, but a luxury of dream that emerges. What is special is that advertising is mounted upside down. The advertising is unique, what we do not expect, happens. An ultra glamorous campaign The Phoenix UDA rewards innovative approaches to communication, including, since 2001, in a broad spectrum, media operations, public relations, relationship marketing, events, sponsorship and patronage communication via the Internet. [...]
[...] This is due to its originality and its marketing strategy. Indeed, its success lies not only in the simplicity of its name but also in the simplicity of the bottle. Like all major brands of perfumes, Chanel chose a selective distribution system: there is naught like the No elsewhere In addition, its timeless success is also due to its large force of communication. In fact, launching a new advertising campaign required strong financial, human and artistic mobilization and is accompanied by a major media hype during each campaign, including that of 2004, considered a masterpiece. [...]
[...] So what differentiates the launch of Chanel No from a classic marketing approach? We do not forget that the creation and launch of the No was a bold to a nearly revolutionary approach. In that time, the "political correctness" required that perfumes wear names similar to the titles of romance novels: The launch of Chanel No is completely different from a traditional marketing approach because the prevailing view is not that of "product-response" but marketing proposal. D / Packaging As we have mentioned, No.5 was the first fragrance to have been given a bottle so simple, geometric and devoid of artifice. [...]
[...] It's finally time to start the bidding with suppliers. Production can then start to arrive as soon as possible at the launch of the perfume. The birth of a fragrance takes between two and five years of preparation, in the strictest confidence. The launch of perfumes Today, to launch a new fragrance for a major brand such as Chanel, is to enter the club of ten or twenty best-selling perfumes in the world. But the launch of a perfume is still uncertain. [...]
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