Dior J`adore Perfume - Essay Example

? DIOR J`ADORE PERFUME Inserts His/Her Inserts Grade Inserts 19 March Dior J`adore Perfume 0 Situation Analysis/Current Marketing of Dior J’adore Perfume 1.1 Current Product: J’adore is the name of a perfume, introduced by Christian Dior. It was founded in the year 1999. Till now it remains one of the most renowned brands in the world. J’adore is the most popular brand of perfumes for women. J’adore, Perfume is a combination of blackberry, rose, violet, mandarin and orchid. “Absolute feminity” is one of the slogans for J’adore” (Dior 2012, para. 1). J’adore has the market share of 30% in the world market, and thus France became the No.1 in perfume exporting country in the world. The customers get long lasting fragrances from the brand. J’adore has offered different scents called fragrance notes, which denotes the long lasing power of the perfumes. There are various other benefits the customers get from the product. They can present it to their dear ones on special occasions like Valentine’s Day, as it is a luxury item. The perfume is so skin friendly, that it protects the skin of consumers from the alcoholic reactions or other chemical reactions and allergies. The ingredients of the perfume are of high quality and that guarantees the quality of the product. The customers also get the product at their door step, as they order for the same. As J’adore is a luxury item, it adds to the personality of women customers. The main features and attributes of the product highlighted by the company are: femininity, sophistication, and emotion. The other features are its everlasting fragrance, better quality, innovation, and its brand name. The company offers free shipment for a particular range of J’adore products. Tester facility is provided to the customers, to test the perfume as a demo. They also offer attractive sale offers on particular occasions like Christmas. During Christmas season Dior offers combination like lotion with perfume. Women, who have high income, are the main consumers of J’adore. The products come in models like J'Adore L'Absolu, J'Adore Anniversaire En Or, J'Adore L'or, J'Adore L'eau. Customers are ready to spend more time in search of the product, because once they use it they always go for the same product, and they identify themselves with the picture of feminity in the perfume. They never go for a different or substitute product, because of its unique fragrance and quality. The product has been in the market for the last ten years. Flimsy bottle caps sometimes with decorated gold ribbon, brilliant, transparent and unique crystal bottle design, and attractive letter design of the word J’adore are the distinctive features of the product packing. They also use luxurious, clean, contemporary image of celebrities on the package. 1.2 Current Pricing: Dior follows the pricing strategy of competitive pricing, ie; they set the price according to the prices set by their competitors. They also adopt premium pricing strategy for particular product range, to highlight the product’s exclusiveness. The product faces competition from Chanel, Guerlain, Cartier, Lancome, Prada, Givenchy, Calvin Klein and Angel de Thierry Mugler. The perfume industry faces tight competition. Chanel is one of the well established companies in France, which always offers high quality perfumes, at high prices. But the prices of J’adore and its competitors are almost similar. So there will not be much difference for the customers in making payment for the product. J’adore has a USP (Unique Selling Proposition), driven by emotions, which make it impossible to compare with the products of its competitors. The long lasting fragrances, the prestige that the brand name of J’adore gives when women apply it, the confidence she feels when it adds to her personality makes the product a unique one, which is very difficult for the competitors to imitate. The targeted customers are women who earn high income. Once they like the product, they always purchase the same, as it reflects their feminity and meets their hedonic needs. They make purchase on the basis of the product’s brand, features, attributes, innovation and quality. “As Thierry Wasser, head perfumer at Guerlain at the moment, revealed in an interview on Swiss television, "Every one of us wants to make the next J'Adore!" The aphorism ~ on a fragrance with a name that means "I LOVE it!"~ was meant to convey the ubiquitousness of the scent, its staggering approval by consumers from young to old” (Dior J’Adore: Fragrance Review & J’Adore Versions on the Market 2009). The customers are price sensitive, but they are not ready to sacrifice the quality of the product they use, as it meets all the requirements of customer’s expectation about the perfume. 1.3 Current Distribution: The company always targets the wealthier areas for the distribution of the product. The areas include Japan, France, West Europe and North America. Since the product J’adore is a popular brand in the world, one can definitely find the product everywhere. But J’adore’s business is based on their target area. “The movement of goods and services from the source are through a distribution channel, right up to the final customer, consumer, or user, and the movement of payment is in the opposite direction, right up to the original producer or supplier” (Distribution 2012). Customers get J’adore perfume from stores like Macy’s, Sephora, or Nordstrom in North America, and from Perfumeries (Western Europe). The customers can also make online purchase from Strawberrynet.com, Amazone.com, Fragrancex.com., the perfume store.in etc. “Extracts of flowers of J`Adore l`Or originate from "Domaine de Manon", managed by the same family for three generations. This family has been a supplier for Dior for years, and they have maintained tradition of high quality till today” (Petrovic 2010). The consumers can buy the product directly from the stores, or they can use online shopping facility. Nowadays most of the customers buy the product online, which the j’adore perfume business has largely arranged. The company is to concentrate more on online shopping to develop the online distribution strategy. The company products distributed in retail stores, and the numbers of retail stores are few. The products can be purchased from the home country, Japan, West Europe and North America. So now the product is popularized. J’adore has been planning to enlarge its distribution network, by launching the product in India, at Chennai. 1.4 Current Promotion: J’adore has adopted a mass advertisement strategy. This helped them in developing a high level of emotional appeal in the minds of the customers. Women belonging to the high income group, under the age category of 20-55, are the main targets of the company. The feminine fragrance of J’adore is always admired by women. Hollywood actresses are the models of the product advertisement. It creates a sense of being a celebrity in the minds of women customers. “Promotion is the marketing term used to describe all marketing communications, activities, and it includes personal selling, sales promotion, public relations, direct marketing, trade fairs and exhibitions, advertising and sponsorship. Promotion needs to be precisely coordinated and integrated into the business global communications message, and this is called Integrated Marketing Communications (IMC). The promotions mix (the marketing communications mix) is the specific blend of promotion tools that the company uses, to persuasively communicate customer value and build customer relationships” (Promotion 2000). ‘Absolute feminity’ is one of the important slogans of J’adore perfume. The recent Packaging slogan of J’adore is “I Love Dior perfume bottle the spirit”. The bottle style the company has used is entirely casual, and of distinctive style. It is apt in design and maintains fragrance for feminity. The smell adds feminity to women. The company is trying to focus on three words through its advertisement: femininity, sophistication, and emotion. This indicates to return to the elegant woman; such has always been the desire of Dior. So she draws her dresses, creates her perfumes, invents her looks of make-up. Today, the energy of the House Dior is totally dedicated to innovation with colours, textures and unique perfumes, meant to arouse emotion! The spirit, Dior is in search of, is to answer the requirements of the most sophisticated and sexy women. This is the advertising comment on J’adore perfume. 2.0 Brand Positioning Theory 2.1 Define and Explain Brand Positioning: Brand positioning is a medium to create a distinctive and strong place in the minds of prospective as well as existing customers in order to gain a distinctive advantage. It portrays to the customers what actually the customer will achieve, and how they will be benefited by the product. Brand positioning is a better way to achieve competitive advantage in the market. The five competitive branding strategies used by companies for brand positioning are: a broad differentiation strategy, a low-cost leadership strategy, a focused strategy based on lower costs, a best-cost provider strategy, and a focused strategy based on differentiation. Among these strategies J’adore perfumes use focused strategy based on differentiation, as they offer a product of the requisite quality needed for the customers, and they offer what the competitors actually offer for the market. “Brand positioning is important in deciding where you want to position your brand within its category, and relative to the competition. Brand Positioning permeates virtually everything that one does. It is the foundation to all communications and brand strategy. It is the disciplined thinking that guides the basis for building relationships between brands and customers” (Brand Positioning Strategies 2005). The brand positioning can be done through continuous and effective advertisement. The attributes and features of the brand should be properly communicated to the targeted customers. This helps to build a position in the minds of that specified group. J’adore has created its position in the mind of their customers through celebrity endorsement. Perceptual mapping is a graphical representation used to plot the interrelationships of institutions, industrial goods, consumer products and also and populations. J’adore is one of the most popular brands in the world. Its unique features always make it different from its competitors. Its rare blend of ingredients makes the perfume an extra-ordinary one. Its everlasting scent, and the strong brand which adds the personality of the users, have positioned it in the top most level among the customers. J’adore, compared to Chanel No.5, Shalimar and Thierry Mugler Alien, advertises the product on a mass basis. They use celebrities to endorse the product in the market. Thierry Mugler Alien used to give low advertisement, so customers have only less emotional appeal towards it. That is why it was a failure in the US. Chanel No. 5 is the main competitor of the J’adore, but still the high emotional appeal (USP) that J’adore has acquired, cannot be copied by them. 3.0 Target Market Identification: In the DIOR J`adore perfume industry, the major methods of segmentation are: geographic, demographic, psychographic and behavioral segmentation. “A target market or target audience is a group of people that basically need or want your products and services. Target market is defined in terms of age, sexual orientation, gender, economic class, religion, ethnicity, or location. This socio-economic grouping process actually allows businesses to create profiles of the typical consumers, who will likely buy the products of your company” (Pencak 2009). DIOR J`adore perfume uses various market segmentations to sell their product. 3.1 Geographic Segmentation: Geographic segmentation can be operated to approximate what divisions of the UK, or which countries are prepared to pay high costs for perfume. This would, in turn, influence what perfumes are publicized in various regions. Perfumes are luxury products. Therefore, they target comfortable areas like Western Europe, North America, Japan, etc. Since DIOR J`adore perfume is popular internationally, we can clearly find it all over the world, other than where they have established their market. 3.2 Demographic Segmentation: “Demographic segmentation is basically market segmentation, executed by taking various demographic factors, such as age, gender, social class, etc., into consideration” (Demographic Segmentation 2000). Demographic segmentation is utilized for gender and age in the perfume industry. DIOR targets adult women who have quite high incomes. Perfumes are something which not everybody can afford. This fragrance can be used for any occasion, special as well as regular; it is light but demonstrates personality. 3.3 Psychographic Segmentation: “Psychographic segmentation is most relevant to the fragrance industry because it segments groups according to lifestyle and personality; each perfume has its own characteristics. Certain brands may be linked to particular lifestyles” (Segmentation, Targeting and Positioning – An Application to the Perfume Industry 2011). DIOR J`adore perfume has a modern, attractive fragrance, which has become extremely popular, and it is therefore developed in a number of variants. It has a glowing fragrance. Its golden, opulent scent glows on skin similar to sunbeams. The ambitions and the classic qualities of this fragrance reveal in the bottle which shaped similar to that of Greek amphora. 3.4 Behavioral Segmentation: “Market segmentation strategy, whereby the division of the target market is made according to the patterns in which the people in the market live and spend their time and money. Buyers in a market will differ in their wants, resources, locations, buying attitudes, and buying practices and any of these variables can be used to divide a market. In behavior segmentation, potential buyers of a product are divided into groups based on their knowledge, attitude, uses, or responses to a product” (Business Glossary 1999). Behavioral segmentation of DIOR J`adore perfume includes the benefits they expect, volume usage rate, loyalty status etc. This is the most applicable me to purchase in perfume business. J'adore carries in its height the science of flowers and the perfumer ability. Dior's perfume maker Francois Demachy deftly reinterprets J'adore Eau de Perfume utilizing absolutes of Jasmine, Ylang-Ylang and Tuberose. The DIOR J`adore perfume is perfect for various occasions. As Dior perfumes for all time aim to gain men’s loyalty and acceptance, it offers an extremely smart compilation for men too. 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