The Coco Mademoiselle by Coco Chanel - Essay Example

The marketing mix 4Ps model is a tool to assist marketers in implementing the marketing strategy, with the aim of not just ‘satisfying the needs of the customers within the target market, but simultaneously maximizing the performance of the organization (Value Based Management.net).

In order to create a more successful and profitable mix, marketers “must coordinate all elements so that the prospective consumer is not being sent mixed messages that cause confusion” (About.com). Simply put, the 4Ps must convey the same message to the customers. Achieving this makes it easy for the company to reach and build an association with its target market.

The Coco Mademoiselle by Coco Chanel displays superb consistency in its marketing effort. With young women from their twenties to mid-thirties as its target market, the product aptly exudes femininity, excitement, youth, and freedom. The irrepressible spirit of Coco is what makes the product more saleable to its target market. Apparently, it is in the ages of twenties to thirties that women are so excited about their career and image, the age of financial freedom and independence as this is the age before they settle for marriage. A perfume then which promotes free spirit would fit the target market. In terms of product, the Coco Mademoiselle by Coco Chanel aptly services the wants of its target market, composed mainly of high-earning, independent-minded, sociable, career women.

The status symbol brought by having the superior price among the rest of the perfume products also fits the youthful conviction of being the best and achieving the highest. Coco Mademoiselle’s target market mainly comprises women who wouldn’t settle for less, therefore paying the highest price for perfume is actually a desire and not a sacrifice. With this, the product greatly coincides with the price strategy.

In terms of place, both Coco Mademoiselle by Coco Chanel and J’adore by Christian Dior have found excellent distribution sites in famous outlets such as Nordstrom, Saks Fifth Avenue, Neiman Marcus, Dillards, and Sephora. This is an excellent marketing strategy conveying the class of the product.

We find all three brands high in tri-media promotions such as television commercials. All of them use celebrity models to promote the products. What is amazing about Coco Mademoiselle by Coco Chanel is it was able to integrate its qualities such as youth, sexiness, free spirit, femininity, and naughtiness into its commercial. It featured the 24-year-old Keira Knightly in its commercial, an actress that exudes an aura of independence, freedom, courage, and individuality both in her films and in real life. Overall however, it is the highest price that makes Coco Mademoiselle an inch above the rest as perfume has been used much as a status symbol and as an expression of one’s self. Coco Chanel’s Coco Mademoiselle has it all.

For recommendations, Coco Mademoiselle will be even more attractive if the bottle shape is more exciting and not just plain. Sharp edges and shapes can be even more appealing to the target market. J’adore can be improved by enlarging its target market as it currently has a shallow target market. An effort to include a black woman, a Hispanic, or an Asian in its commercial would achieve this purpose. On the other hand, White Diamonds can do well by doing the opposite which is to have a more defined market and to adjust its place to support that change. This can be done by limiting the market to the old-aged instead of trying to reach other segments.