choose a company based on the theories acquired from this course choose a product or service in current companys product categories and discuss

FeatureOnce, Christian Dior remarked of his Dior perfume, "Make me a scent that symbolizes love." Henever disclosed the nature of this love.. However, it is also possible to consider the

MKT101 GROUP ASSIGNMENT

Choose a company Based on the theories acquired from this course, choose a product or service in current company’s product categories and discuss

Name

Đinh Thị

Nguyễn Thị Thúy Hằng

Nguyễn Thanh Hiền

Student

ID

06, November 2022 TABLE OF CONTENTS

INTRODUCTION 3

1 Product/service description 4

1.1 Describe the product/service in detail in terms of: 4

1.2 Description of the target market (target customers of the product/service, demographics, lifestyle, product knowledge, etc.) 6

1.3 Strengths and weaknesses of the product/service 6

1.4 Opportunities & threats in product/service supply 8

1.5 Similar products/services are being offered by direct competitors (what is their product and its price, distribution, promotion) 9

2 Current marketing strategy 9

2.1 Indicate product/service positioning and segmentation strategies 9

2.2 Identify the current marketing strategies that the company is implementing with this product/service in terms of: pricing policy; distribution policy 10

3 Problems & solutions 12

Tuyền Problems: 12

Hiền Solutions: 13

CONCLUSION 15

Dior, a brand rooted in history and just as luxurious as it sounds An internationally renowned brand since 1946, the French fashion house acclaimed for its elegance and timeless femininity A leading company that has remained at the top of fashion's hierarchy for over 70 years, Dior's unique look has influenced the world of fashion since the beginning Innovative but traditional, Dior maintains its reputation as creator of recognized haute couture From their ready-to-wear fashion, leather goods, accessories, or footwear, Dior changed the game forever To this day, the brand is all around us in some way, shape, or form - even if we don't know it

Christian Dior in 1905 was born in Normandy, France "Dior" in the article is "god" and the combination of "gold" (or), later became a golden Dior brand of the most common color Christian Dior is not garment design, graduated from the Paris institute of political, and as a son of the entrepreneur, his passion for the arts never faded In 1946, after the fashion constantly fugitive dust, has 40 from Christian Dior to Montaigne avenue in Paris opened the first personal clothing stores Dior is the world famous brand of fashion consumption Mainly Dior is engaged in women's, men's clothing, jewelry, perfume, cosmetics and other high-end consumer goods

1 Product/service description

1.1 Describe the product/service in detail in terms of:

Miss Dior was founded in 1947 out of a strong desire to reinvigorate the lives of women and help them rediscover the vibrant hues of love Currently, after the dark ages, this trail for Christian Dior is synonymous with happiness, poetry, and regained harmony Miss Dior captivates, inspires, and encourages you to discover the world's and love's beauty (Feature)

Once, Christian Dior remarked of his Dior perfume, "Make me a scent that symbolizes love." He never disclosed the nature of this love One quickly thinks about romantic relationships between men and

women However, it is also possible to consider the Miss Dior fragrance as an expression of his devotion for his sister Catherine Dior, given that he chose her name for this brand

Perfume bottle design

This edition of Miss Dior perfume is sexier, more opulent, and more refined than its predecessors, although inheriting the style of the previous Miss Dior perfume lines Miss Dior eau de perfume is adorned with a "poignard" bow: a few centimeters of exquisite luxury wrapped around the bottle's neck The bottom of the bottle features Miss Dior's signature houndstooth pattern Under the dazzling shell of the square transparent glass bottle, the dark pink perfume solution sparkles, heightening the sensuality and easily capturing the hearts of girls who appreciate refined elegance

Along with Dior's favorite slogans, such as "Miss Dior For Love", "Dior For Love", "And what about you?" and "What would you do for love? ", Miss Dior is a confession of love dedicated to young and enthusiastic women

His biological father, Francois Demachy, believes that he has worked tirelessly over the years to make Miss Dior's fragrance more seductive than ever A lady is full and bursting with power from head to toe

Fragrant

In homage to the feminine beauty of modern women, the scent series is derived from aromatic fruits blended with Pink Pepper to enliven the top notes and evoke a sense of freshness Active females

A Grasse rose may be sufficient to honor the beauty of the girls, but it is insufficient to realize Miss Dior's vision when Francois combines the seductive smells of Damask Roses with Damask Rose The soft characteristics of jasmine leaves inspire love in those around them

The warm aroma of Rosewood brings each note to life on a background of sweet-smelling patchouli, leaving behind a gorgeous pink hue and a question that makes those nearby perpetually curious without forgetting the "What would you do for love?" inquiry

lifestyle, product knowledge, etc.)

Customer information

● Age: The age of 25 to 50 is one of financial capability Especially Dior caters to wealthy individuals

● Gender: Women

● Level of education: High

● Income: Possess a substantial and stable income

● Social class: affluent

● Style: Elegant, opulent, feminine, and affirmative of social standing

Market Segment

Dior's branches are concentrated in big and busy cities such as: Paris, New York, London, Tokyo, Shanghai, Hongkong,

s

1.3 Strengths and weaknesses of the product/service

Internal elements include Miss Dior product strengths and flaws, while external factors include opportunities and threats

A SWOT analysis is a time-tested management tool that enables a brand like Christian Dior to compare its business and performance to that of its rivals The Miss Dior fragrance collection is one of the most prominent retail and lifestyle brands

A SWOT analysis can assist Christian Dior in enhancing its market position by focusing on its strengths and opportunities while addressing its weaknesses and threats

Christian Dior's competitive advantage in the market is derived from the company's strength, which manifests in important business factors A brand's financial condition, experienced personnel, product's originality, and intangible assets, such as brand equity, are among its most influential factors Here are the attributes that distinguish Miss Dior perfumes:

● Christian Dior has a heritage of almost half a century and a significant presence on several luxury boulevards across the world with more than 200 totally owned places of sale

● The brand has been successful in all lifestyle product categories, including perfumery, particularly the Miss Dior perfume line for ladies, which is a manifestation of its brand identity

● Christian Dior concept boutiques, each with a distinct motif that lends the brand its distinctive identity

● Strong brand recognition and global renown

● Christian Dior has become a well-known brand because to its excellent TV commercials and print marketing

● The organization employs around eighty thousand individuals

Here are Miss Dior's products' shortcomings

● Exchange rate variations in various nations might result in a loss of income for a brand

● Due to intense rivalry, Christian Dior's market share growth is constrained, and counterfeits pose

a threat to the company's brand identification

Opportunities for any brand may include places for its business to improve The opportunity for a brand may lie in regional expansion, product enhancement, improved consumer relations, etc Here are the opportunities presented by Miss Dior fragrances:

● Miss Dior has effectively entered the internet retail market, demonstrating that e-commerce platforms are a powerful medium

● Brands may try to grow in emerging markets as the demand for premium goods increases

● Brands can reach more customers by partnering with prominent hotel houses and chains Threats to a company might be factors that have a negative impact on the company Several reasons, including greater competition, alterations in government policy, alternative products or services, etc., may pose a danger Threats associated with Miss Dior perfume products:

● Counterfeit items can have an impact on a company's bottom line

● The exclusive entry of other perfume brands into this market poses a danger to the brand

● The luxury market could be impacted by global recession and recession

1.5 Similar products/services are being offered by direct competitors (what is their product and its price, distribution, promotion)

Miss Dior confronts tough market rivalry from perfumers such as Gucci, Prada, Chanel, YSL, and Narciso, among others As an example, Gucci Bloom Eau De Parfum was introduced as the first perfume line developed entirely under the creative direction of Alessandro Michele This fragrance was created to

celebrate the authenticity, vitality, and diversity of women — blossoming in a natural, expressive, and unique manner Gucci Bloom was designed by master perfumer Alberto Morillas under the direction of the House's Creative Director to bloom as its name suggests, emanating the rich fragrances of a thriving garden Rich with a profusion of flowers Tuberose and jasmine blend with Rangoon Creeper, a flower discovered in South India and utilized for the first time in perfumery to create a deep smell that transports the wearer to a fictitious garden With a classic pastel pink lacquered bottle style reminiscent of luxury porcelain with a Gucci label attached Miss Dior and Gucci Bloom target the same audience, which consists of girls who like femininity, lightness, and sophistication However, the cost of a bottle of Gucci Bloom perfume is less than that of Miss Dior ($144 per 100ml for Gucci versus $163 for Miss Dior) This has resulted in competition between the two items and the two renowned perfume labels

2 Current marketing strategy

2.1 Indicate product/service positioning and segmentation strategies

Positioning strategy:

Miss Dior Eau De Parfum 100 ml is one of the most popular bottles of Dior perfume for women This fragrance edition is inspired by love and is a continuation of the first version of Miss Dior, which was released in 1947 It was introduced in 2017 to commemorate the 70th anniversary of the first fragrance's release And once again, the renowned fragrance Francois Demachy has created and introduced a special edition of Miss Dior If you are 25 years old, this is a perfect smell for you because it

is very light, not overpowering, but strong enough to make the other person swoon! Particularly, this perfume container is appropriate for usage during all four seasons, from spring to summer to fall and winter Its sweetness will make you appear more sensual and feminine

The fragrance of Miss Dior Eau De Parfum 2017 is classified as chypre floral This perfume model captivates all believers with a scent that is incredibly sweet, pure, and delicate This scent can

delight any girl, from beginning users and sensitive individuals to long-time perfume users with discerning tastes

2.2 Identify the current marketing strategies that the company is implementing with this product/service in terms of: pricing policy; distribution policy

Marketing strategy

After more than seventy years in business and generating a buzz in the fashion industry, Dior consistently terrifies rivals with a series of distinctive and fashionable designs While other competitors consistently introduce originality beyond all preconceptions to the perfume market, the Dior brand chooses to elevate the brand and renew its goods based on its basic values core Dior is one of the French businesses that continues to cultivate the high-end Haute Couture product line despite deteriorating economic conditions; the company views this as a method to affirm the quality of each product

Pricing policy

The creations of the Dior brand, and Christian Dior in particular, are characterized by a deep appreciation for beauty and aesthetics From luxury designer garments to ready-to-wear sets, jewelry, watches, and cosmetics, the craftsman has all the secrets Therefore, the items of the luxury brand Dior prioritize quality and exclusivity As with other high-fashion labels, Dior's items are sold at "heavenly" prices; the company rarely employs a discounting strategy In contrast, shoppers frequently face Dior's methods for increasing product pricing

Dior exhibits its strategic vision by attempting to create and maintain a close relationship with the loyal customer group, in addition to relying on the high-end clientele Due to the faith and loyalty of a set

of willing-to-pay customers, along with a strategy of timeless product updating, despite the annual price increase, Dior's high-end products remain one of everyone's dream things

Distribution method

Currently, the Dior brand owns over 200 retail outlets worldwide, including approximately 109 stores in Asia and 45 stores in Europe North America has 48 stores, the Middle East has eight stores, Oceania has six stores, and South America has four stores In addition to physical storefronts presenting its products around the world, Dior also operates a number of online businesses to suit the demands of its many clients

In New York, London, Tokyo, Beijing, and Paris, Dior boutiques are situated in affluent and densely populated neighborhoods At Dior boutiques, consumers will receive personalized treatment from

a staff that is competent, well-trained, and thorough in their customer service Every customer that enters the Dior shop is greeted in a unique manner by a member of the team, who all provide the greatest customer care possible with a professional service attitude and extensive fashion expertise

In addition, the store's interior design is always geared at pleasing the most demanding clientele The expansive and airy store of Dior provides customers with the utmost privacy and comfort To emphasize the luxury of the brand's trendy products, stores are frequently designed in a minimalist, multicolored style Despite the store's simple style, Dior's windows usually feature unique features to entice customers

Marketing Strategy

According to consultancy firm Launchmetrics, from Q3 to Q4 of 2020, Dior leads the luxury fashion segment in media impact (estimates include brand display value) on social media and in the press Dior will design and execute extremely unique advertising campaigns that reflect the style of this iconic brand Each Dior collection that has appeared on media channels and in newspapers has drawn the attention of affluent consumers who are willing to spend a great deal of money on pricey clothing and