How Dior has successfully Launched 2 new product collections in different ways in the UK market.The luxury strategy implements in a real market practice need to be maintained luxury brand dream value.
8. A brand dream is the function of the
difference between brand awareness and the
rate of ownership of the brand.
The Luxury dream is boosted by the distance
between those who know and those who can
-------The Luxury Strategy by
J.N.Kapferer andV.Bastien
10. How to build a dream for a
Luxury brand
First, without awareness there is no dream
Second, If awareness is high, then it is the
distance between the number of people who
recognize it and the number of wearers of the
brand that creates the dream.
11. Luxury Dream Value Measurement
DreamValue well managed DreamValue poor managed
Purchasers Brand Awareness Purchasers Brand Awareness
The diagram made according toThe FourTypical Situations ,The Luxury Strategy by
J.N.Kapferer andV.Bastien
12. Question Mark
What methods can be considered as
strategies to boost the brand awareness
but control the consumption at the same
time?
16. Introduction of the product launch
through
Marketing 4Ps
The Product
The Price
The Place
The Promotion
17. The Product
A young and Versatile attitude
Structure bag, Constructed on mould
Shoulder carry or across the body thanks to its chain
A touch of chic, for day or evening, classic and contemporary, elegant
and feminine yet causal and fun attitude
In Lambskin
135 pieces from the first delivery in U.K.
18. The Product Name
has deliberately taken use of from
Miss Dior
Haute Couture dress, 1947
Miss Dior
The first Perfume, 1947
Miss Dior
curved-heel pump 2007
19. The Product shape
is similarity with
Chanel classical Flap Bag
Easy Recognised
Sharing with existing high profit market e.g. Chanel classical Flap Bag
But with Christian Dior own culture story and design details
20. It has been launched with retail price from £1800 to £2000
July,2011. The price has been increased twice after
launching. Now is from £2300 to £ 2600.
The Price
0
500
1000
1500
2000
2500
3000
Mid 2011 Late 2011 Early 2012
Miss Dior PriceTrend
Price Min Price Max
21. The Place
UK wide distribution
Selfridges, Manchester
Selfridges, Birmingham
Sloane street
Bond Street
Harrods
Selfridges
White City
HeathrowT5, London
22. Boutique fit and window display
Compelling window display Mixing with Iconic bag
Lady Dior
23. The Promotion Aim
a long-term and ongoing plan
• Raise
awareness and
desirability
2011
• Further
increase
desirability
2012 • Promote as an
Legitimate
Dior bag
2013-2014
24. Promotion timeline
04/2011: Staff product training
05/2011: Press Release
07/2011:AdvertisingCampaign
08/2011 :leaflet,AdvertisingCampaign
09/2011:Vogue fashion night out Miss Dior Events,
ELLE,Vogue
10/2011:Vogue, ELLE
11/2011: Miss Dior perfumeCouture limited edition
11/2011-12/2011 : ELLE
01/2012 : Mila Kunis as the face of the Miss
Dior handbag, DiorMag, ELLE
02/2012: New Leaflet
03/2012: New Miss Dior Perfume launch
03/2012-04/2012: ELLE
To Be Continue
2013
to
2014
2011
2012
25. To reinforce the title of luxury, the distance of
the gap between purchasers and awareness
has to be firmed.The concept of dream value
could be strategically maintained through
Marketing 4Ps.
26. Marketing 4ps Dream Management Master Table
4Ps
Activities to
Increase Awareness
Activities to
Control Purchase
Price P
Product P P
Place P P
Promotion P
27. Miss Dior
Current Luxury Dream Model
To raise awareness
Place:
wide distribution
Promotion:
Events
Magazine
internet
Social network
Brand ambassador
Product:
Name
Style
Product stretching
To control purchasers
Price:
Regularly Price Increase
Higher price of limited
edition
Product:
Limited edition
Exotic skin
Seasonal edition
Place:
Limited distribution
for limited edition
AwarenessPurchasers
28. In terms of managing dream value, Dior has
carried out dual activities to boost awareness
and control consumption to maintain the
dream gap.
Miss Dior =Well Managed
Following plans to increase awareness further
in the future, additional controls need to be
added
29. It can be seen from Miss Dior case study, the
awareness and purchase rate are flexibility,
the companies need regularly follow up and
monitor them so that the strategy could be
efficiently adjusted to continuingly maintain
the dream value of Luxury.
30. Question Mark
Luxury Brand always links to uniqueness &
exclusivity.
In the luxury product range some products
require greater uniqueness:
much more limited availability
Less awareness
How can the dream value be managed for these
products?
33. The Product
A Dior icon combining obvious elegance
and leather goods ‘know-how’
Timeless day bag
Hand or Shoulder carry
Elegant day bag
In calfskin
Only 68 pieces worldwide
from first delivery
34. The Price
Launch with retail price from to £2250 to £2750
The price has been increased after March, from £2450 to £3000
0
500
1000
1500
2000
2500
3000
3500
Late 2011 Early 2012
Price Min
Price Max
Diorissimo Price Trend
35. The Place
No Display in Boutique shop floor
3 boutiques distribution only in UK
NoTransfer
Serving inVIP Salon
The Promotion
Staff product and presentation training
Personal PhoneCalling
Personal E-mailing
Viewing allowed only from private appointment
Presentation only by Leather goods specialist
Limited advertising –directed
36. Diorissimo
Luxury Dream Model
Purchasers Awareness
To control
purchasers
Price:
Regularly Price
Increase
Higher price for
limited edition
Product:
Limited quantity
unique material
Exotic skin
Place:
Restricted display
To raise awareness
Place:
limited distribution
worldwide
Promotion:
Direct promotion
VIP events
Product:
Name
Style
37. Diorissimo also fits well to the dream value
management model.
The gap has been maintained with higher
exclusivity balanced with lower awareness.
It could be considered as a tactical method
when the company re-positions an existing
product to rare level.
39. Marketing 4ps Dream Value management
Comparison Table
Marketing Aspect Miss Dior Diorissmio
Product
High Quality
Multiple options/editions
Limited Quantity
High Quality
Limited Range
Very Limited Quantity
Price
£1800 to £2000
Regular Price Increases
Higher price for limited
edition
£2250 to £2750
Regular Price Increases
Higher price for limited
edition
Place
Prominent In-store Display
Available in all stores
Limited online availability
Able to walk-in and
purchase
Restricted in-store display
Available in flagship stores
No online availability
Appointment required to
purchase
Promotion
Heavily promoted in
mainstream fashion media
Shared name with
additional products
Limited Promotion
targeted to specific
customer
Unique identity
40. Both products are well-managed in terms of
dream value but differ:
Miss Dior = Higher profile
Diorissimo = Higher Exclusivity
Miss Dior Diorissimo
Level of Awareness HIGH LOW
Control on
Availability HIGH HIGH
41. Dream conclusion
To maintain the dream value, No matter how
much quantity planned for the market, a
certain gap need to be maintained between
purchase and awareness!
42. Maintaining different levels of well-managed
dream levels allows:
Greater product differentiation (not just style
& design but also level of dream)
Possibility to better manage products over its
lifecycle
44. Due to Lady Dior successful promotion and
incredible sales achievement in recent years,
Christian Dior is able to manage without any
pressure to reduce the production and
restrict the consumption to keep its
symbolization for the consistency of the
brand.
It is going to be an easy case to maintain the
luxury dream value well as long as following
the model and Marketing 4Ps Management
master table.