The proposal summarizes research on marketing trends relevant to Chanel and proposes solutions to drive revenue using those trends. Key trends discussed include millennials valuing experiences over products and brand purpose. The proposal suggests using scent marketing and curating experiences to attract target audiences. It also proposes building a "Tai Tai" influencer community and a gender equality campaign led by influential men to address issues like overstock and cultural differences in Asia. The team introduces their relevant experience working with luxury brands to effectively execute the proposed digital marketing ideas.

1. Using research
to drive
revenue
A proposal for Chanel
XueTing Lin & Mahima Puri
Digital marketing expert for Luxury brands

2. Who Are We
We are a team of brand shapers who are passionate in creating value for our clients.
Its not only the CPC, CTR or Reach and impressions that we are looking at.
We want you to look good in the board room and tell the management that you have
made an enormous profit without sacrificing creativity and innovation
We focus on delivering honest insights and advice to deliver digital marketing that
works and drive business forward
With experience in the ASEAN markets, we are sensitive to the regional trends and
have partners on ground to execute our proposed plan seamlessly

3. Content
Marketing Trend
Target Audience
Problems brought about by trend
Ideas

4. Marketing Trends

5. Market trends
01
Affluent consumers have new expectations of brands that
they purchase. 73 per cent of Millennials say that they are
willing to spend more on a product if it comes from a
sustainable or socially conscious brand, according to a study
from Nielsen.
Client Implications:
Not only is Chanel competing with other luxury brands in
design and product, they are competing in being socially
responsible. Eg. Burberry just announced that they are not
burning unsold products
Source : https://luxe.digital/digital-luxury-reports/experiential-luxury-goods/

6. Market trends
02
72 per cent of Millennials prefer to spend their money on
experiences rather than material objects.
Client Implications:
How can Chanel create unique experiences outside the
confines of their boutique?
Chanel is competing against organization such as Style
Theory where Millennials do not need to own luxury pieces
to enjoy wearing them
Source :
https://luxe.digital/digital-luxury-reports/experiential-luxury-goods/
https://www.under30experiences.com/blog/why-millennials-are-choosing-
experiences-over-things

7. Market trends
03
Singapore women earn 12.8% less than men
There is an existence of the pink tax where women pay more for
the same things
Gender roles at home is still unbalanced with the “invisible”
work women are expected to do exist in the Singaporean
families despite Singapore developing a smart nation.
Client Implications:
Chanel has the brand authority to support the cause of
feminism.
Source :
https://www.businesstimes.com.sg/government-economy/singapore-women-earn-
128-less-than-men-glassdoor

8. Market trends
04
Automation and data analytics have enabled a new breed of
start-ups to achieve agile made-to-order production. Mass
players will begin to experiment next, responding more rapidly
to trends and consumer demands, achieving just-intime
production and reducing overstock and making short, small-
batch production cycles the new nor
Client Implications:
The Asian market is very diverse. Eg. Style in Tier 1 & 2 cities in
China is definitely different from Tier 3 & 4 cities. Style in
Singapore is different from Philippines. How does Chanel make
use of this trend to lead the fashion trend while being healthy in
its balance sheet? Source : The State of Fashion 2019 by McKinsey

9. Target Audience

10. Target audience
HENRY MILLENNIALS
High Earning, Not Rich Yet millennials
01 | Follow influencer than celebrities
02 | Spend on lifestyle brands, support values and spark joy
03 | Brands that respect their intelligence
04 | Make product that can make their lives better
05 | Stand up for a cause eg. Gucci swears off fur
Art-lenniels
(invented by Sotheby’s)
This is important as there is a close relationship
between art and luxury. Sotheby’s create luxury
01 | Purchase art through digital mindset
02 | Purchase art with luxury together

11. Problems brought
about by trend

12. Problems to solve
1
The target audience value experience more
than product. How do we curate a Chanel
experience outside of the boutique?
2
To avoid devaluing the brand, Chanel does
not provide discount which results in
wastage. With Chanel being a mysterious
brand, Millennials might not know what
Chanel has done mistakenly view it as less
attractive. (Burberry announced their
efforts in Linkedin)
3
The feeling of exclusivity which is what
luxury brand value is now harder to achieve
as consumers wants are publicly shown in
social media and brands are fighting to
achieve consumers’ dreams
4
Being well travelled, the new rich would
rather buy quality replica than spend the
money to buy the authentic. They then
channel the money to property or more
travelling
https://www.huffpost.com/entry/burberry-burn-clothes-fashion-industry-waste_n_5bad1ef2e4b09d41eb9f7bb0

13. Ideas

14. Proposed Solution : Using scent marketing to
attract target audience
According to research, scent has a deep
influence to the neurochemicals of the brain
of the person who in-haled it
This is a subtle way of entice consumer which
is inline with the mystery positioning of
Chanel
This also address the need for unique
experience that the target audience crave

15. Proposed Solution : Benefits of Scent
Marketing
● Bring Service standards to new heights
● Enhance indoor environment
● Create multiscensory experiences for
guests
● Set desired mood for guests
● Create memorable experiences for
guests
● Differentiate from competitors
● Strengthen brand identity and increase
brand loyalty

16. Proposed Solution : Using eScenSys to market
content

17. Female Scent Marketing example : In Dorra
Slimming centres
Dorra slimming centre
clients are willing to spend
and are image conscious.
Customers are expected
rate their satisfaction level
in a SMS after every
treatment
Show the video
ad of the
fragrance
Instead of sending a
SMS reminder to rate
the service, make the
consumers rate
immediately after their
treatment at Dorra
using eScenSys Elite
You are Invited
for a makeover!
Choose a location
ION MBS
Put your hand
below for
complimentary
wear of fragrance
Make a close offer to them
by inviting them to any
Chanel outlet for a quite
makeover or scent
consultation
Send my details to
Chanel
Work with Dorra to have
customers’ info (basic
being email ad mobile
number) programmed in
the fields. Customers will
only need to click “yes” to
accept the consultation
offer. Chanel get Dorra’s
database.Emit Chanel’s
scent.

18. Proposed Solution : Build a Tai Tai community
Definition of “Tai Tai” :
Ladies who are married to influential men
and do not work. They spend their time
networking with other “Tai Tai”s. They are
well-known in the high society and are
influential in fund-raising gala events. They
are the aspirations of ladies and featured in
high society magazines as being fashion
forward

19. Tai Tai Community
Recruit Tai Tais
Make it a by-invite community.
Their image and passion in CSR
must be in-line with Chanel.
Tai Tai to work with creative
department of Chanel
Get Tai Tai to work with the
designing team to create
products that they will wear
very often.
Tai Tai to sell to their fans with
part of proceeds to the charity
they support
Produce limited quantity or by orders
(this will greatly reduce wastage for
Chanel). This logic of scarcity and
having the Tai Tai design fits into the
definition of luxury by Sotheby

20. Why Tai Tai community
Recruit Tai Tais
As it is a by invite only community,
it creates envy among those who
were not selected. This fits into the
brand image of Chanel as being
mysterious and exclusive.
Tai Tai to work with creative
department of Chanel
This solves the issue that the
Asian market’s style is very
different. The Tai Tais are
fashion savvy. Their products,
will ensure design and culture
alignment
Tai Tai to sell to their fans with
part of proceeds to the charity
they support
This reduces over stock as target
audience needs to order. This makes
the product scarce and having a story
behind it, perfect reasons to increase
price.

21. Proposed Solution : Get Influential men to
speak up for gender inequality
Why influential men instead of women? : In a family, men
are still the bread winner in the Asian culture. According
to the book “Love & Respect”, men desire respect and
women desire love
We aim to create a movement that is similar to the
diamond ring for Debeers. We aim to make it an
affordable piece of item where men will wear it to show
love and appreciation of their wives and hard work and
vow to protect them.

22. Proposed Solution : Get Influential men to
speak up for gender inequality
How does this makes business sense for Chanel? : The brooch
can be made using recycled products from Chanel
We can start by getting the husbands’ of the Tai Tai to wear.
This is also inline with the trend above where the young
affluent will be willing to spend on a cause
This is not only applicable for Wife and Husband but also
Mother and Son which also means a legacy symbol for the
brand. Pin

23. Next Steps
We would like to meet you to serve you better.
We hope to get feedback of our ideas and together.
Create new heights for brand love and profitability
Meanwhile, please be assured that we have thought
through how to execute our ideas digitally with cost
efficiency. We can share more when we meet face to
face.

24. Lin Xueting
Xueting is passionate about the luxury sector and have worked for
luxury brands such as Amex Krisflyer cards, RWS and Jaguar and Land
Rover.
She has 7 Years of luxury brand mystery shopping
including Chanel.
She aims to monetize her passion so she spear headed social listening
and marketing plan with marketing team in Jaguar and Land Rover.
With her 13 years of media research, degree in finance, she is able to
assess ideas or come up with ideas that not only hit the objectives but
get earned media and eventually generate income.
She is also the Young Media Person of the year 2009
.

25. Mahima Puri
Mahima is the Founder & Creative Director of Photomoolah.
She is passionate about visual storytelling & creative problem solving. She
understand and appreciate creative talents and successfully built a network
of 10K+ freelance content creators globally. With the pool of talent and her
astute sense of aesthetic, she is highly skilled in storytelling, visual content,
content production for beauty, lifestyle, fashion, luxury & FMCG brands
She has 7 years+ experience of creating effective campaigns in Asia &
Europe
She is a digital Marketing specialist trained from the digital Harvard Hyper
Island
Past employers include TBWA Singapore, Digitas India