BRAND POSITIONING

FASHION MARKETING MANAGEMENT ASSIGNMENT ByHarsh Garbyal | Roll No.8 | MFM 2012-14

* PRODUCT CATEGORY
Perfumes & Fragrances

* BRANDS AND PRODUCTS ANALYZED

1) Jadore by Parfums Christian Dior 2) Daisy by marc Jacobs 3) Chanel No.5 by Chanel

* Basic Steps Involved in Positioning

What is your current position? Identify what position you want to have Strategy to create a new positioning

* Jadore by Parfums Christian Dior

Parfums Christian Dior Based in Paris and owned by French luxury conglomerate LVMH

Strategy

Packaging: Sold in a simple elegant white box with the gold logo and the Christian Dior emblem. Both the colour and the font are in line with the haute couture image of the brand. Product: Aims to be an incarnation of absolute femininity by positioning itself as luxurious, sophisticated and glamorous. Price: Averagely prices among high-end designer perfumes. 60$ - 1 oz bottle 74$ - 1.7 oz bottle 98$ - 3.4 oz bottle

 Distribution: Selective distribution to preserve an air of exclusivity. Available for purchase in the official website, high-end department stores/boutiques, select beauty/fragrance outlets and online retailers such as Amazon. Promotion: TV and print ads featuring current spokesmodel Charlize Theron reinforce overall essence and brand image. The Dior website includes a mini-website dedicated to Jadore, which provides information, photography and videos recounting Jadores history, creation and inspirations.

* Daisy by Marc Jacobs

Daisy is a feminine fragrance designed and formulated by Marc Jacobs. As a perfume it is touted to be free and pure and possesses the essence of a youthful spirit.

Strategy

Promotion: The theme for all of Daisys adverts have revolved around the colours green and white. These colours signify spring, new birth, freshness and environmental awareness. The name Daisy represents the flower which in itself symbolizes purity and innocence. Print ads can be seen on various fashion Magazines like Elle, Vogue etc. Also well advertised on other platforms. Product: The centre of the perfume is a floral note with a vintage violent edge. Two huge flowers also embellish the bottle. White is the main colour which is also a colour of purity. Price: Strategically priced higher than brands like CK but cheaper than Christian Dior. 64$ - 50 ml bottle 80$ - 100 ml bottle Place: Available on several mediums. Marc Jacobs uses direct marketing by offering online ordering services and it can also be bought via retailers.

* Chanel No.5 by Chanel

Chanel No.5 is a timeless classic . When it first came out it was ahead of its time, it was impactful, long lasting and unique. The perfumes signature hasnt changes since its inception, yet its attributes have evolved to become aspirational in a more classic and feminine way as opposed to being the edgy, abstract rule breaker it was in the early years.

Strategy

Product: Comes in a simple square bottle with a rectangular top. Only minimally altered since it was first designed. Black and white colours and straight lines convey simplicity and purity. The famous double-C logo of Chanel has remained unchanged over the years.

The simplistic style of the overall package has become intrinsic to the brand DNA over the years. Promotion: Exclusively advertised in fashion related high quality media and magazines. Minimalistic and simple adverts, consistent with the image. Nicole Kidman is the current spokesmodel and embodies the qualities of the brand and the quintessential No.5 woman. Price: Never found at discounted prices or as part of special offers. Priced at the higher end of scale. A base price of around 100-110$ Place: Sells selectively to 420 retailers worldwide. To stay true to its French roots 30% of the retailers Chanel sells to are in France. The No.5 Experience: The No.5 experience is highly coveted. Chanel pays a great deal of attention to detail, juice quality and durability of the packaging components. Chanel aims to always provide superior service to its customers.

Thank You