Chanel stratrgy
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Transcript of Chanel stratrgy
GROUP ICHANEL
founded by the French fashion designer Gabrielle "Coco" Chanel.
She Revolutionized women's fashion with her elegant and casual looks.
Helped release women from the corsets era of the 19th century
CHANEL HISTORY
1910: First boutique called Chanel Modes and was opened in Paris and sold hats.
Introduced her women’s sportswear line. Clothes kept simple and comfortable by
taking common fabrics and upgrading them. Clothes were casual yet also chic and elegant. In 1923: the timeless perfume No.5. was
launched. In 1924: the “La Société des Parfums
Chanel’’ was established to manufacture and sell perfumes and beauty productsChanel also introduced a costume jewellery product line.
CLOTH
PRODUCT SEGMENTATION
SHOES
WATCHES
JEWELRY
BAGS
No.5
Chance
Allure
Allure Sensuelle
Coco
Coco Mademoiselle
No.19
Cristalle
Allure Homme
Allure Homme Sport
Allure Homme Sport
Blanche
Antaeus
Platinum Egoiste
Pour Monsieur
PERFUMES
StrengthStrong brand imageHigh-qualityCult Designer Karl LagerfeldExcellent Management
WeaknessWebsite
Limited geographic coverage
SWOT ANALYSIS
OpportunitiesExpand deeper into Asian marketTap on Technology
ThreatsCounterfeit goods
Threat of New EntranceHigh
Power of Buyers
Relatively High
Threat of Substitutes
High
PORTER’S 5 FORCES
Competitive rivalry - high
Power of Suppliers Low
Classic Elegance Timeless Exclusivity Interlacing of masculine and feminine Chanel suit Quilted fabric Little black dress Camelia Chain with leather
BRAND IDENTITY AND CORE VALUES
Making a plate collection enables the consumer to enter the Chanel “lifestyle”
Enables people to use Chanel in a more everyday way
To extend the brand name in plate collection in a luxurious way
To make Chanel products something the whole family can enjoy
Decorative purposes for the home
JUSTIFICATION FOR NEW PRODUCT LINE
Shape: Round/Square/Rectangular Colour: Black Classical textile: Symbolic logo New line name: la maison
PACKAGING
La Maison
La Maison
PRODUCT&PACKAGING
Product: High innovation Packaging: Low innovation
INNOVATION SCALES
We will have 7 differents product lines.
All of the product lines names are French to remind the qualities from the house of Chanel.
The names will be written in cursive on the back of the plates to add a personal element.
The names were chosen to match the uniqueness of the design.
Each plate has a strong element designed that represents the purpose of its name.
NAME JUSTIFICATION
Females, middle age 35-49 years old, married, medium users.
The customer profile are for those who identify themselves with the Chanel brand, care about house products, are interested in decoration, have a strong personality, and like to buy luxury products.
They are also elegant, fashionable, but not necessarily follow all trends.
TARGET MARKET
The plates collection will be sold only in Chanel stores
The strategy is to differentiate this product line from our competitors.
The purpose is also to attract more consumers to the store to expose them to other Chanel products.
The new product will not be very accessible in terms of distribution.
This will help keep the uniqueness of it and not to devaluate the brand image.
DISTRIBUTION STRATEGY
1. Invest in the emerging markets2. Pay more attention to the counterfeit and possible invest in technology to prevent it
3. Increase emphasize on new media technology
OTHER STRATEGIES
THANK YOU…