CHANEL White Valentine Popup Lounge / BLEU DE CHANEL / Best Fragrances For Men That Women Love / By Annette Chiu 

Description

This set features the woody, aromatic scent of BLEU DE CHANEL in a 5 fl. oz. Eau de Parfum for everyday scenting and portable Twist and Spray for on-the-go use. Woody fragrances cast an alluring scent in their wake, but the addition of grapefruit notes in this CHANEL perfume adds a refreshing respite that dishes up a charismatic and sexy fragrance.

Image/ Packaging

Powerful and refined, BLEU DE CHANEL Eau de Parfum for men reveals the essence of determination. An aromatic freshness opens, lingering on the warm, addictive fullness of cedar and sandalwood from New Caledonia that sweeps throughout the intense, woody fragrance. Housed in an intensely colored bottle, the parfum comes in a spray for easy application. How to use Apply cologne after you get out of the shower to clean, dry skin. Apply their cologne to the pulse points or warmest areas of their body. These areas, which include the neck, chest, shoulders, wrists, and inner elbows can project scent more efficiently, meaning that less fragrance is required. To target these areas, select just one or two on which to focus. In particular, the wrists and neck make an excellent combination. Also note that although the crutch, armpits and behind the knees are warm areas too, they are not usually ideal for cologne.

Target Market Analysis Consumer Age Group:18-50 years old Gender: Female, Male  Personality: lively and bold. Men with lover who want to have good image on their body small. Women with husband, boyfriends and brothers who want to send gifts for them. Occupation: Students to Working Professionals( business, tech, sciences) Income: Start from lower middle class ( $40,000 ) to Upper class.

Market Share Analysis  Competitor : Tom Ford Oud Wood, Giorgio Armani Acqua Di Gio Pour Homme, Creed Aventus, Dior Sauvage. Advantages : The scent is so masculine and suitable for men of all age. The lid is magnetic which is a small detail that other companies didn’t even consider. It’s not too expensive but it lasts all day compare with other brands. Disadvantages : Tom Ford and Giorgio Armani , Dior are aggressive in promoting within social media platform. For example, Giorgio Armani got five-star reviews on Sephora US’s website. And Tom Ford is dominate in male fragrances market with a image Dark and rich.

Product Positioning Smelling good is top-of-mind for younger generation when they going to dating. BLEU DE CHANEL Is for men who unexpected and undeniably bold. Fresh, clean and profoundly sensual, the woody, aromatic fragrance reveals the spirit of a man who chooses his own destiny with independence and determination — a man who defies convention. The purchase target (oneself, boyfriend, father or male friend) also significantly influences consumers’ perfume decisions. the design of the flacon should not be neglected because it serves an eye-catcher and a decision criterion for both genders.

Marketing Plan : CHANEL WHITE VALENTINE POPUP LOUNGE  2020 五月16號中文愛你愛你 Celebrate CHANEL WHITE VALINTINE at the exclusive pop-up event to promote the product. The event venue will be decorated in a Valentine theme with flowers and interactive games for the couple.

STEP 1,2 Consult with one of Chanel cosmetics beauty advisors on site to see which fragrance best suits. AR interacting game for the couples for what fragrance matches your personality.

STEP 3,4 Shoppers could enjoy beverages, such as juice ,wine and food at the bar. Split players off into couples and have one person from each couple leave the area / room. The players who remain are asked some pre-planned questions about their new partner / spouse. The object is for them to answer in the same way they think their partner would answer. Matching answers are given a point and the next time the roles are reversed.

STEP 5,6 Customers could use the selfie station and shop the wall of Chanel famous perfume. Order the product and send to the lover with a card. Chanel will add additional gift in the package.

Location The Co Co Chanel’s White Valentine days. Pop-up will be located in a most popular department store in Shanghai 0000 and 0000. The Short term plan will go on for 12 days. The event will give first access to special guests and 2 days for VIP guests before opening up to the public from May 16 – May 28

Short Term Plan The holiday season is the best timing to promote a new product and generate sales because this is the time when more people are willing to try and spend money on them to enjoy valentine days event which will help further promote the product.

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Social Media Exposure

Those who will get priority access to the event before it is open to the public( VIP guests, influencers, celebrities) will be advertising the event as they share their experience on their social media outlets, many of which have a mass following, In this age, social media outlets,

Target Consumers

Men with lover who want to have good image on their body small. Women with husband, boyfriends and brothers who want to send gifts for them.

Gift Inventive

Eau de Toilette Twist & Spray Gift Set for public guests who attend the event there will be a gift incentive where they can either show prof of a post on a social media platform that they are attending this event or can scan a QR code.

PR Activities 

INFLUENCERS Yuwei Zhangzhou, Margaret Zhang, Anny Fan, Savislook, Licheng Ling MODELS LiuWen,MingXi,FeiFeiSun,SuiHe CELEBRITES 唐艺然|WilliamChanWai-Ting|陈伟霆

Marketing Strategy Analysis

Build a memorable experience Couples will get romantic experience and participate in different activities of this event that help them learn more about Chanel culture. Limited edition products By being able to customize the Chanel product, it creates a rarity of the product which will reaching more potential market Introducing the product Build more engagement with the public to try the Chanel perfume

Build Product

Build more engagement with the public to try the Chanel perfume, the social media exposure form the event can promote and increase the awareness of the product. As more people attend the event and try on the product, it stirs excitement over the product, influencing more potential markets. For Chanel, better brand leverage can be achieved with fragrance extensions in the male personal care space. Fragranced lines should continue to gain traction with this demographic.

Mandarin: 2020 香奈兒白色情人節酒廊 By 邱麗安

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