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Chanel Ad & Promo Presentation

MKTG 404
by

Brandon Tracey

on 14 May 2014

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Transcript of Chanel Ad & Promo Presentation

By: Dayna Kam, Natasha Nguyen, Brandon Tracey, and Becca Kamran
Chanel
An Integrated Marketing Campaign for Chanel No. 5
Situation Analysis
Past Advertising Themes
IMC Target Market Specifications
Demographics
Women ages 18-34
High disposable Income
Highly educated
Men ages 18-25

Psychographics
Chanel No. 5 is a bold lifestyle
The perfume has its own personality
Exclusive & Classy

Behaviors
Loyal Customers
Encourage younger consumers

Unique Selling Proposition
Proposition
Past: Chanel No. 5 is worn by only the most sophisticated and classy women.

New: Chanel No. 5 is for every woman, for her most sophisticated and classy occasions.
Creative Strategy
Use fashion bloggers to reach target audience

Tag line: "Nicole Kidman wore it to the Oscars. Marilyn Monroe wore it to bed. Where do you wear it?"

#wheredoyouwearno5

Blogging incentive
IMC Program
THANK YOU
Background and History
1918: Gabrielle Chanel ("Coco Chanel") opened couture shop

1921: Ernest Beaux created Chanel No. 5

First synthetic perfume

Why No. 5?

Simple bottle design
1921
1957
1975
2004
2012
SWOT Analysis
Competition
Popular Competition
Direct Competition
Marilyn Monroe Wore it to bed
Nicole Kidman Wore it to the Oscars
Where do you wear it?
#wheredoyouwearno5
Strengths
Weaknesses
Opportunities
Threats
Strong brand equity
Loyal customers
Innovative and unique products
High Prices
Limited market share
Brand switching
Counterfeits
Economic slowdown
External changes
Demographic's changing tastes
Online growth
Acquisitions
Expansion abroad
Marilyn Monroe Wore it to bed
Nicole Kidman Wore it to the Oscars
Where do you wear it?
#wheredoyouwearno5
Buying Situation
In stores and online (exclusive)

Brand Position
Iconic and timeless perfume
Want women to relate and to connect to the brand
Advertising
Public Relations
Personal Selling and E-commerce
Exhibitions and Trade Shows
Sponsorship
Packaging
Other
Direct Marketing
Sales Promotion
Relevant
Feeds into social media
Ethnic
Print & T.V.
Education
Linking
The Academy Awards
New York Fashion Week
Full transcript