dior英文版最终成果.doc

The Sales Strategy Analysis of Dior in the World MarketTM1004 / 2254010092 / 高畅TM1004 / 2254010095 / 王一迪TM1005 / 2254010100 / 郑智方TM1005 / 2254010103 / 王可TM1005 / 2254010105 / 黄剑波TM1005 / 2254010108 / 岳峤TM1005 / 2254010109 / 王莹The Sales Strategy Analysis of Dior in the World MarketBrand Introduction: Dior is a famous French fashion brand. Since it was founded in 1946, Dior has been regarded as the name of gorgeousness and elegance. The main business of Dior is selling high-grade consumer goods, such as womens, mens clothing, childrens clothing, jewelry, perfume, cosmetics, color makeup, glasses, watches, Dior mobile phone. Especially, its brand of mens clothing has became Dior mens clothing independently. Whether fashion, cosmetics, or other products, Dior is now in the top of fashion fields.We can use Dior perfume as an example to analyzing its marketing plan. Dior has rich experience. When in 1947, Dior is set up by founder Dior. And till today, it has been through several decades so that we can fully know the market and its shortages, then try our best to change it.Rivals Analysis: In the whole world, only several luxury brands can be compared with Dior, for instance, Chanel, Lancome, Anna-sui, CK, Burberry and so on, but different perfume has different features. For example: Anna-sui smells better, it is more suitable for beginner. While Dior dose not suitable for beginner, and its price is higher than other similar products. But in term of products packaging, Dior is more appealing. Just because its a high price, Dior becomes the king of perfume and exalted status symbol.But Dior has its unique advantages in many kinds of perfumes.1. The products are very classic.2. The founder is well known by people.3. The targets are located accurately.However, it also has its disadvantages.1. The types of products are single.2. The price is too high. Target market:A. Divided by regions Diors main markets are Western Europe, South America, North America, and Eastern Asia, in which China and Japan are two big consuming countries. All its specialty shops and counters are opened in big developed coastal cities. B. Divided by agesDiors consumers are mainly the 35 to 45-year high income ladies. Nevertheless, nowadays its consumers become younger and younger. Diors perfumes will expand the age market in the future gradually.Client groups analysisFashionable peopleMost of the young people who have a good job and a stable income usually have a big working pressure and a fast pace of life. And perfume is undoubtedly becoming a fashion product to display the individual glamour and ease the stress in your life.Decent and honorable people As the idea of people consumption changing, perfume is no longer a luxury thing, but become a fashion consumer good of people. More and more people think that a hundred-RMB perfume also stand for your own taste.Collection peopleSome other people have the hobby of collecting things, perfume also naturally become a kind of thing which are well worth collecting.Pretty beautiesNow in the modern way of life, gala and party are the most common fashionable entertainment and amusements. Perfume has become a indispensable thing to be a beauty, Beauty and perfume has become one of the unified whole.Men marketMen are not only have the image of a gentleman, but also can be a Pretty Man. More and more people think that men using perfume is also a symbol of the personality and taste.Market positioningAll the time, Dior leads the international fashion trend direction with its elegant and dynamic style. Through analysis, we can conclude that:1. High-end position and stand for luxury.2. Dior designed the man perfume conquered the numerous fashion high-end crowd.3. The perfume of Dior target those female residents who have high income, high grade and live in big cities to be its customers.Sales strategyAdvertising strategyDior propagandize the perfume of Jadore in the form of a song, and also design the classic advertising words of Dior, which is expected to touch the consumers. At the same time, Dior choose television ads to be the main medium and supplemented by the magazine ads.Counter strategyDior sets up high-grade department in various areas of the big cities and famous provinces and offer a one-on-one service to the top people.Internet marketing strategyDior perfume use the internet, which has the characteristics of the most convenient, efficient and the most extensive coverage area in current to carry through the market promotion, at the same time, Dior still lays down a series of internet promotion strategies to facilitate more consumers understand the perfume products of Dior, and also has better effect on promoting products sales.Sales strategy analysisBased on its advertising strategies, designing different advertising words and advertising songs on the basis of the different countries, high and low language environment embody the theory of how to communicate with the non-native language people. Through the music, pictures and a few words, expressing the same product features and design idea, let the consumers have a deep impression on its products. Then through the television and magazine repeats their advertisements, continue to deepen the consumer impression, make the brand of Dior enjoy popular supports from the customers.According to Counter strategy, Dior sets up Counters to serve high level customers in the high grade department stores in different regions, which reflects the self-orientation of Dior brand. Setting up shops in different areas and different countries also means that Dior has to train managers and sales personnel, and the training of its staff is a way of spreading culture.Staff need to learn about another culture and instill the European culture idea in the consumers hearts who have different culture background to set up Dior culture brand. Looking from management, different regions take diverse management methods due to different cultural background. In addition, Counters still need to provide high quality and one-on-one service. That the quality of our management and service improve will strengthen the competitive advantage of Dior.In view of the in