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Final Presentation
- 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
Editor's Notes
- Christian Dior is a giant fashion house in the apparel industry that was founded in France in the 1940s It was founded and named after the founder, Christian Dior The company sells a wide range of apparel including; women and men fashion wear, plus fragrances and jewelry
- > Christian Dior aims the higher social strata that earns relatively higher incomes in the market >The company has other target market segments such as aging women with their anti-aging products
- > Dior’s marketing strategy is founded on three basic elements; originality, simplicity and information.
- In efforts to embrace and established a more advanced digital strategy, Dior ought to apply the use of social media. The main media to involve are Facebook, Twitter, and Youtube
- Instagram is an highly upcoming social medium that allows doe users to share media, especially pictures and short videos (15s) It is a perfect fit for Dior that can share pictures of its designs with the consumers on the medium.
- Social media has several advantages that make them ideal for Dior’s advertising options Advantages include; a global reach, lower costs, vast number of users and market trend
- The table depicts the lower relativity in costs used in advertising when social media is employed.
- Besides social media, the company has a viable option of re-engineering its website to incorporate more services. However, there is need to customize the website to meet appropriate specifications such as intergartion with social media platforms, simplicity and high rate of responsiveness.
- In conclusion, technology seems to be a viable solution to marketing which may be a potential challenge to Christian Dior. Adopting a re-engineered digital marketing strategy, therefore, seems to be a viable technique to improve its brand in the local and global markets.