E. Market, industry and competitive analysis by company
Target Audience
Chanel customers are women who want to identify what Chanel represents which is elegance, simplicity, modern and class. Chanel cosmetics are targeted at a younger consumer but they still retain “classic” market, which is their forte. Since 2002, with the launch of Chance perfume, Chanel is targeting women between the ages 18-39.
Market and industry analysis by company
In 1999, Chanel changes its historical attitude which represented scarcity and luxury and aims to reach younger customer group by its youth strategy.
At first, they treats perfume & cosmetics product line as a way of introducing youth to Chanel family and targets getting potential customer lifetime value …show more content…
Each of them constitutes different SBU’s. 5. We will also Chanel No.5 as distinct SBU. The fragrance and beauty business alone has been estimated to turn over more than $1 billion a year, powered by the world’s first and most famous modern fragrance, Chanel No.5.As a Rule perfume industry represent cashCow for most luxury brands. So Chanel No.5 Eu De perfume spray will be placed in Cash Cow …show more content…
note that due to strong brand image Chanel can distribute limited retailers.
Updating image of -2005 Chanel ad starred by Nicole Kidman was an attempt to re-position product in US market to younger generation. Most modern consumers associated the fragrance with the romantic lifestyle of mid-century France. In an effort to stay relevant and up-to-date, avoiding the classic undertones, the commercial is set in NYC instead of Paris, and all dialogue is in English
Innovative ad campaign-Brad Pitt starring Chanel No.5 ad in 2012.. First time a male was spokesman for Chanel perfume
Reemphasizing legendary and timeless image of product-2012 two videos was launched in Inside Chanel.com.The first one was about innovative characteristics of product. The second one was revealing the voice recording and photos which contained materials about Merlyn Monroe ‘s confess her actually using of Chanel No5.In this way they merged timeless image of Merlyn and Chanel No5.
SWOT Analysis
Target Audience
Chanel customers are women who want to identify what Chanel represents which is elegance, simplicity, modern and class. Chanel cosmetics are targeted at a younger consumer but they still retain “classic” market, which is their forte. Since 2002, with the launch of Chance perfume, Chanel is targeting women between the ages 18-39.
Market and industry analysis by company
In 1999, Chanel changes its historical attitude which represented scarcity and luxury and aims to reach younger customer group by its youth strategy.
At first, they treats perfume & cosmetics product line as a way of introducing youth to Chanel family and targets getting potential customer lifetime value …show more content…
Each of them constitutes different SBU’s. 5. We will also Chanel No.5 as distinct SBU. The fragrance and beauty business alone has been estimated to turn over more than $1 billion a year, powered by the world’s first and most famous modern fragrance, Chanel No.5.As a Rule perfume industry represent cashCow for most luxury brands. So Chanel No.5 Eu De perfume spray will be placed in Cash Cow …show more content…
note that due to strong brand image Chanel can distribute limited retailers.
Updating image of -2005 Chanel ad starred by Nicole Kidman was an attempt to re-position product in US market to younger generation. Most modern consumers associated the fragrance with the romantic lifestyle of mid-century France. In an effort to stay relevant and up-to-date, avoiding the classic undertones, the commercial is set in NYC instead of Paris, and all dialogue is in English
Innovative ad campaign-Brad Pitt starring Chanel No.5 ad in 2012.. First time a male was spokesman for Chanel perfume
Reemphasizing legendary and timeless image of product-2012 two videos was launched in Inside Chanel.com.The first one was about innovative characteristics of product. The second one was revealing the voice recording and photos which contained materials about Merlyn Monroe ‘s confess her actually using of Chanel No5.In this way they merged timeless image of Merlyn and Chanel No5.
SWOT Analysis