Target Market

Age range: 30-45 for female; 35-50 for male.

Ievel of Income: on average, above 6000 RMB(white or gold collars)

Characters: persuing nobility, fashion, concise.

Product strategy

Brand name Trademarks Product varieties package design

Brand name

Chanel was named after Coco Chanel, who once was a Cafe singer .

Product variety Senior set uniform Senior women's clothing Perfume Cosmetics Skin care products Footwear Handbags Glasses Jewelry accessories Wrist watch

Package design

exquisite elegantSimple “My aesthetic viewpoint is different f

rom the others: others add up everything, and I just ticked it off” , Coco Chanel said.

pricingBrand value of Chanel : 56 billion dollars

Chanel targets at up-market with its high-quality and noble image.

Main kinds of products of Chanel: costume, cosmetic, perfume, sun glasses, watches, bags, shoes, accessories, etc.

costume

RMB: 1388

Cosmetic:

RMB: 358

RMB: 255

RMB:588

Perfume

RMB:1780

RMB: 980

Sun-glasses

RMB:2880

RMB: 1560

Bag

RMB:19800 RMB:29000-32000

RMB:9800 RMB:15800

Watch

RMB:3580

RMB:5880

Shoes

RMB: 1258

RMB: 588

RMB: 398

Accessories:

RMB:305

RMB:450

RMB:280

Promotional tools

AdvertisingPackagingSales brochuresPersonal sellingetc

As for Chanel: Advertising 、 packaging 、 webpage 、 movie

1.A girl should be two things: classy and fabulous. 每个女孩都该做到两点：有品位且光芒四射。

2. In order to be irreplaceable, one must always be different. 想要无可取代，就必须时刻与众不同。

3. Fashion passes, style remains. 时尚会过去，但风格永存。

4. Look for the woman in the dress, if there is no woman, there is no dress. 衣服如果脱离人而存在，就不再具有任何时尚意义。

5. The best color in the whole world is the one that looks good on you! 最适合你的颜色，才是世界上最美的颜色。

6. Some people think luxury is the opposite of poverty. It is not. It is the opposite of vulgarity. 有些人认为奢侈的反义词是贫穷。事实上不是这样。奢侈的反义词是粗俗。

Packaging （包装）

You can see the symbol

WebpageSee the flash before entering into the Webpage. All the pages is covered with the advertisement..

Distribution of Chanel

: the French design: romantic and humorous;

German design: rigorous, delicate, pure feel.

Special design: CHANEL no. 5 perfume bottle ----

1. like a gem cutting of the form transparent crystal bottle caps, the square body modelling(状如宝石切割般形态的瓶盖、透明水晶的方形瓶身造型、线条利落 2."CHANEL" and "NO5" black text on a white background

strict control. In a planned waywide coveragedemand advertising timely and in position

ElegantFetchingHigh-grade

1.Selling in monopoly shop opened in high-end d

epartment stores, the five-star hotel, senior clubs, and other rich people gathering places.

2.The general place is hard to look for Chanel no. 5 perfume .

Reason: the Chanel no. 5 perfume want to sell its product

according to the core value of the brand.