Christian Dior was founded in France in the 1940s specializing in apparel, fragrances, and jewelry. It targets the middle and upper classes through stores and retailers. Dior recognizes the need to improve its digital marketing strategy, allocating over half its budget to social media like Facebook, Twitter, and YouTube which have a global reach at lower cost. An improved website integrated with social media could help drive visibility and sales through easy navigation and responsiveness.

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