Fashion promotion - Miss Dior Essay Example | Topics and Well Written Essays - 3500 words

Fashion promotion - Miss Dior - Essay Example This fact is what makes it still available in various stores and outlets. One can clearly understand how fascinating the Miss Dior perfume brand has been over the period. Brand image of Miss Dior (Top Ten Items on My Anniversary Whishlist 2012) Brand value: Miss Dior perfume compliments the exuberance, freshness and elegance of fashion line of Dior. It is the synergy effect of perfume and haute couture at its best. The aroma of Dior perfume was created by Paul Vacher based on a method found out by Jean Carles. Brand Onion: The brand onion of the products covers three major areas: physical features consumer benefits and inherent values. These are marked either negatively or positively. The qualitative outline facilitates the recognition of not just the mindset of a consumer but also his or her emotions and feelings. (Brand Development 2007) Brand personality: The brand personality is achieved in the course of continuous and effective advertisement. The features and attributes of the b rand should be correctly communicated to the targeted clients. Brand essence: Miss Dior perfume comprises a concoction of the fragrances of jasmine, galbanum, oak moss, gardenia, bergamot, rose, narcissus, labdanum, patchouli and sandalwood. Brand in action: Miss Dior has a modern kind of fragrance that helps to capture the ageless couture spirit promoted by the brand. Ladies who use this perfume easily project an elegant grace paired with self-confidence and determination of character, which is truly an alluring combination. Brand Identity Map: Brand identify map is the overall expression of a particular brand and consists of its trademark, name, communication strategies and also the particular visual appearance, that is the brand identity. Successful brand names of the perfume build some sort of connection between the brand personality of Miss Dior as it is perceived by the target viewers, and the real product or service. Brand identity focuses on real qualities, real features tha t the brand promises and its values being sustained and offered by organizational and manufacturing characteristics. The main features and qualities highlighted by the Miss Dior company are: sophistication, femininity and emotion. The other attributes include long lasting fragrance, better quality, modernization and its brand name. 2. Consumer profile and Promotional Opportunity Analysis: Promotion opportunity analysis is the course marketers use to recognize target audiences for an organization’s goods and services and their particular communication strategies required to arrive reach out to the public. There are mainly five phases in developing an analysis of promotion opportunities and are as follows: Competitors- Dior mainly follows the pricing strategy of competitive pricing, that is, they set the cost of the product according to the cost set by their competitors.   They also adopt premium pricing strategy for their particular creation range to emphasize the productâ⠂¬â„¢s exclusiveness. The product faces main competition from Guerlain, Chanel, Prada, Cartier, Lancome, Calvin Klein, Givenchy and Angel de Thierry Mugler. The company faces a tight competition from its competitors. Chanel is  one of the most recognized organizations in France, which always proposes high quality perfumes at high prices. But the cost of Miss Dior and its opponents are almost similar. So there will not be much dissimilarity for the clients in making payment for