Final Presentation PPT for ADV 420

2. Overview of Christian Dior
- Founded in France in the mid 1940s
- Named after its founder, Christian Dior
- Specializes in a wide range of apparel ranging from menswear to
womenswear.
- Popular for its fragrances, makeup products, and jewelry as well.
- Sells most of its products directly to the consumers through its
stores although a significant proportion is sold through large
retailers such as malls and supermarkets.

3. Market Analysis
- Targets mainly the middle class and high earning
members in the society
- The upper classes of the society prefer sophisticated
brands that depict their class and lavish tastes
- The company targets specific market segments based
on age and other demographic characteristics
- A special segment is women between 35-50 who are
the ideal market for anti-aging products

4. Original
• To establish brand
uniqueness
through high
innovativeness
Simple
• Simple in a manner
that it reinstates
the brand’s
ownability and be
less costly.
informative
• Create an emotional
connection between
the product and
intended audience
Dior Marketing values

5. Digital Marketing Strategy
- Growing digital marketing is the ultimate way to achieve
tremendous growth
- Social media should be prioritized as key in the digital
marketing strategy due to billions of users
- Main platforms to be employed are Facebook, Twitter, and
YouTube
Facebook
• Social medium
that allows sharing
a variety of things
ranging from
pictures to videos.
Twitter
• Allows users to
share pictures
and other media
through 140-
character
messages.
YouTube
• Enables users to
publish and share
their videos on
the internet

6. Use of Instagram
- Highly growing photo-
sharing social medium
- Would facilitate
Christian Dior through
sharing pictures of its
models on its tailored
designs
- Has a high reach to
customers
- Sharing of pictures is
easy

7. Reasons to embrace Social Media in
Digital Marketing
- Has a global reach hence a wide international market to sell
products through e-boutiques
- Cheaper since it uses the online platform compared to other print
and electronic media
- High number users especially on mobile devices hence a wider
customer reach
- A trending media as applied by many businesses for advertising

8. Budgetary allocation for Digital Strategies
Marketing Tool % of budget Amount (Euros)
Social Media 10 671.3
Email marketing 5 366.55
YouTube marketing 5 366.55
Display advertisements 35 2330
Blogs and Affiliates 10 671.3
Other communication investments 35 2350

9. Incorporation of an Improved and Customized Website
- The current company website is not optimized to meet the
current market dynamics and customer preferences
- There is need for to ensure top visibility through a search
optimization
Website Characteristics
-Integrated with popular social media platforms
- Easy to use through easy navigation
- Embrace a responsive customization

10. - Information communication technology dynamics pose a challenge to
growth of business like Christian Dior
- Many industry players have adopted digital strategies to enhance their
growth and development
- There is need for Christian Dior to improve its digital marketing strategies
to facilitate its brand name and selling.
Conclusion