Chanel no. 5 in market positioning strategy should continue to implement the product quality differentiation, differentiation brand value, brand image differentiation, sales terminal differentiation, differentiation media communication.
In one survey shows that the preference of the male to female perfume, greatly promote the consumption of the perfume. Chanel no. 5 perfume can, for that at the time of perfume advertising promotion, highlight the use of no. 5 perfume can enhance attractive to men
Second, looking for a new generation star spokesperson endorses.
Chanel no. 5 to market orientation
Chanel no. 5 the interests of the positioning is elegant experience, highlight the elegance and freedom of no. 5 perfume, on this basis, the no. 5 perfume more should be combined with the downstream line elements, new experience to consumers.
chanel no. 5 perfume
development plan
No. 5 perfuຫໍສະໝຸດ e their own advantages：
1. In terms of products, let the customer enjoy elegant experience
2. In terms of brand awareness, chanel brand has a long history
Founder of chanel in Paris, France in 1913 to create the chanel brand, product is various, has the fashion, perfume, jewelry, accessories, cosmetics
Chanel no. 5 aspects should be improved：
In terms of terminal, let the customer enjoy more elegant shopping environment.
Chanel goods basically is in their own boutiques and upscale department store counters selling, where is the target customer favorite. In order to expand the market share of chanel no. 5, may be established on the basis of the shop no. 5 perfume ZhuanMaiDian.
Consumer analysis
In the process of luxury consumption, consumers to the pursuit of the core values of function of interest is no longer a commodity itself, more focus is attached in the commodity use value beyond ¡ ¡ ° symbol value plus or minus, no. 5 perfume should highlight its unique brand value features, on to the consumer to use additional experience value.
In terms of price, chanel no. 5 high price strategy, never on sale. I think the price should be according to the market demand, the appropriate price for or rise in price, in order to enlarge the market share of chanel no. 5 perfume, let ordinary people also can have the opportunity to experience the unusual experience of chanel no. 5 perfume.
In terms of communication, make the customer feel elegance and freedom again.
First, face to face communication. At the time of chanel no. 5 has just developed, ms chanel prepared many samples namesake fizzy, to frequent and generous customer in the shop. Appeal to customers memories of birth no. 5 perfume, you can launch no. 5 perfume edition trial outfit, presented to old customers.