An Overview Of The Christian Dior Marketing Essay

Introduction

Background

Christian Dior is one of the most famous fashion brands in the world. The initiator of this famous fashion brand set up his company “Christian Dior” in 1946. He had brought a new look in fashion world which is the favorite designs for woman. Dior is always the top fashion good, because Dior has a lot of spectacular designers and good businesses. The designers are: Yves Saint Laurent, Marc Bohan, Gianfranco Ferre and John Galliano (New York Fashion-Christian Dior, 2007). Dior produces handbag, clothes, dress, shoes, and perfume. In addition, every Dior’s good is excellent design and are gorgeous. For these reasons, Dior is a luxury good.

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Theories

In this report, two theories will be explained. They are market segmentation and marketing mix. The first theory is market segmentation; according to Hall et al (2008), it means “breaking down a market into sub-groups with similar characteristics”. Through Market segmentation, owners can focus on this area to make a better goods or services in order to satisfy specific group such as women .(Hall et al 2008:p66). The second theory is marketing mix, it represents that the “elements of a firm’s marketing strategy which are designed to meet the needs of its customers.” There are four ‘Ps’ of marketing mix. Those are product, place, price and promotion. (Hall et al 2008:p75). It is used to target what consumers need and make an effective marketing mix. (Hall et al 2008:p75).

Aims

For this report, generally there are four main aims. Firstly, it is going to analyze the advertisement about promotion in color, movements, facial expression and sex sales. Secondly, to look at the market segmentation of Dior by how Dior groups the market according to the consumer’s characteristics. Thirdly, to consider how Dior uses these four ‘Ps’ for marketing mix. In the end, is the summary of this Dior business report, recommendation and reference section will be written.

Findings

Advertisement

From this Dior’s handbag advertisement, it certainly has some points here to attract consumers to buy: Firstly, the advertisement uses sky as the background, blue means harmonious and quiet (Color Wheel Pro, n.d), for these meaning, once a consumer look at the advertisement, it won’t let them feel uncomfortable. It makes consumers want to focus on the advertisement. Furthermore, it can make eyes feel like taking a rest. Secondly, the color of the logo of Christian Dior is White. White means sacred and pure (Color Wheel Pro, n.d), the flowing clouds and blue sky can give a feeling of pleasing. Also it can create a pleased scene for advertisement. Thirdly, the woman is in black with black dress, black shoes, black handbags also black hair, and holding up the black metal. Black is the opposite color of white, so it directly gives a shock of sight to consumer. In addition, black means modern and evil (Color Wheel Pro, n.d). It perfectly connects with Dior’s fashion design. Secondly, the movements: The lady on the right is holding up the black metal and looking at somewhere. It is likely to show that she is hiding from being caught. The posture of the woman also shows a kind of irregularity of beauty with lines and movement. The clothes are suitable for the lady and her legs show the nice shoes. She has one hand holding the tower, so that the other hand is focus on her Dior handbag. This posture makes the dress, the handbag and the shoes more obvious and sharp. Thirdly, the facial expression: On her face, we can see that is a kind of scarce and frightened. Making consumers more curious with the story in the advertisement and leads them for buying.

Discussion

Marketing mix

Marketing mix includes 4 Ps. The first one of marketing mix is product. In the findings, the advertisement has obviously showed that the Dior’s product is about fashion goods. Dior is famous for its product in perfumes, shoes, clothes, hats, trousers, shampoo which are the ladies’ favorite products. It is obviously that they are selling women-using goods. In addition, there are only handbag, shoes and dress. Except for this, no other goods are in the advertisement. It generally gives the apparently what kinds of goods are sold by Christian Dior. This is the product of marketing mix. Secondly, place is concluded in marketing mix, Dior’s goods are produced by its own factory and sold in their franchised store, ladies always find the shopping mall for buying new goods, Dior also is in this way. They put their products in Dior’s franchised store and attract the consumers to come in to see around them. Furthermore, they set up lots of franchised store in all over the world especially in the big cities. For instance: Paris, New York, Tokyo, and Beijing. Therefore, ladies can buy Dior everywhere every time they want. That’s the place of marketing mix. Thirdly, price of marketing mix. In the advertisement, the woman is wearing elegant clothes, beautiful handbag and nice shoes. The reader can see the goods are made by good materials and are spectacular designed. That means if consumers want to buy these goods of Dior. They need to pay lots of money on Dior’s product. Dior can stand for people’s social class. For these reasons, luxury is the sign of Dior. This is the price of marketing mix. Lastly, the promotion is a big part of marketing mix. It attracts the consumers to buy their product by many ways of promotion such as TV, newspaper and Internet. Generally, TV is the best way for promotion. TV advertisement can always have people’s attention. Dior is good at promotion; In this advertisement, it makes buyer know the kind of Dior’s good, the price of Dior and the quality of Dior’s product. No doubt that the advertisement has been designed elaborately to make consumers want to buy their product. It shows that Dior is good at promotion and targets their customer. The big and beautiful logo is easy to remember and it is attracting people to pay attention on that. This is the promotion of marketing mix.

Market segmentation

In the advertisement, the woman is wearing elegant clothes. The market segmentation is obviously separate the market into ladies’ fashion goods and luxurious goods. Ladies like making themselves more beautiful. Nice dress or clothes is their first choice. Dior shows that they are the best choice for lady and doing many works in this area. From the day Dior started, it is always a kind of goods for rich people. It targets the right aim and keeps developing in this area. They are specific in with clothes, handbags, shoes, perfumes, make ups. Consequently, their products are being more perfect and leading nearly at the top one of the fashion world. According to this, Dior’s price of goods is expensive; moreover, people can use Dior’s goods to show their social class because of Dior’s high price and brand awareness. Therefore, the advertisement achieves the goal for market segmentation.

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Conclusion

To sum up, market segmentation requires companies to separate their consumers into groups according to the characteristics. Dior targets into the ladies’ favorite goods and keep developing well. Through marketing mix, Dior sets the price at a high place. Use the franchised store to sell their product. Produce clothes, perfumes, make up to attract women for buying. Design the attractive advertisement for promotion. By these four Ps, Dior plays an important role in fashion world.

Recommendations

After I have done this report, I have learned that business owner needs to use market segmentation to group their consumers according to the characteristics. Therefore, companies can produce the goods which adapt for the market demand. Secondly, marketing mix can help companies running at the best way through deciding price, product, place and promotion. Dior has done a good job at these areas. Consequently, Dior is nearly the most famous luxury brand in the world. For English purposes, this report requires writer to use a lot of specific words and write in the formal style. It is benefited that students can increase their vocabulary and improves the skill of writing formally. Moreover, the experience of writing a specific report is valuable. At the first time, students may meet various problems. If students reflect their report and doing hard to correct the mistakes, the next report they finish will be further improved.

References

• Color Wheel Pro: Color Meaning – color meaning (2009) [online], available at:

  http://www.color-wheel-pro.com/color-meaning.html accessed date: [2009/11/15]

• Hall D., Jones R., Raffo C., Anderton, A.(2009) Business Studies, Fourth Edition, Teachers Guide. China: causeway Press Limited

  Christian Dior, Nymag (2007), [online] available at: http://nymag.com/fashion/fashionshows/designers/bios/christiandior/ accessed date: [2009/11/15]