Scribd Logo
Upload

Welcome to Scribd!

  • 244 views

    Channel

    Uploaded by

    Mayada Mahmoud
    This document outlines a case study on Chanel and provides recommendations. It begins with a history of Chanel and its founder Coco Chanel. Next, it analyzes Chanel's marketing mix in Egypt and conducts customer research. It finds that customers prioritize quality and brand image over price. The document concludes that Chanel relies on customer loyalty rather than promotions. It recommends that Chanel expand distribution, lower some prices, focus advertising more locally, and offer promotions to increase sales and brand awareness in Egypt.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Channel

    Uploaded by

    Mayada Mahmoud
    244 views18 pages
    This document outlines a case study on Chanel and provides recommendations. It begins with a history of Chanel and its founder Coco Chanel. Next, it analyzes Chanel's marketing mix in Egypt and conducts customer research. It finds that customers prioritize quality and brand image over price. The document concludes that Chanel relies on customer loyalty rather than promotions. It recommends that Chanel expand distribution, lower some prices, focus advertising more locally, and offer promotions to increase sales and brand awareness in Egypt.

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document outlines a case study on Chanel and provides recommendations. It begins with a history of Chanel and its founder Coco Chanel. Next, it analyzes Chanel's marketing mix in Egypt and conducts customer research. It finds that customers prioritize quality and brand image over price. The document concludes that Chanel relies on customer loyalty rather than promotions. It recommends that Chanel expand distribution, lower some prices, focus advertising more locally, and offer promotions to increase sales and brand awareness in Egypt.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    244 views18 pages

    Channel

    Uploaded by

    Mayada Mahmoud
    This document outlines a case study on Chanel and provides recommendations. It begins with a history of Chanel and its founder Coco Chanel. Next, it analyzes Chanel's marketing mix in Egypt and conducts customer research. It finds that customers prioritize quality and brand image over price. The document concludes that Chanel relies on customer loyalty rather than promotions. It recommends that Chanel expand distribution, lower some prices, focus advertising more locally, and offer promotions to increase sales and brand awareness in Egypt.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 18

    Outline

    1.History of Coco Chanel 2.Company Profile 3.Area of Research 4.Hypothesis 5.Questionnaire with data analysis 6.Chanels Point of View 7. Conclusion 8.Our Recommendation for Chanel

    History of Chanel
    Name: Gabrielle Coco Chanel Date of Birth: 1883

    In Saumur, in the Loire Valley of France First Shop: Chanel opened her first shop in Paris on 1913. Date of Death: 1971
    Place:

    Company Profile
    She adopted the identify Coco during a short care as

    a cafe and concert singer 1905-1908. By the 1920s, her fashion house had expanded considerably, and her blouse formed a style trend with its "little boy" appearances In 1922 Coco Chanel announced a scent, Chanel No. 5 that became and remained popular, and remains a profitable product of Chanel's company. Pierre Wertheimer became her partner in the perfume business in 1924 and he owned 70% of the company when she died. Karl Lagerfeld has been chief designer of Chanel's fashion house since 1983.

    Area Of Research

    The Marketing Mix '4ps' of Coco Chanel organization in Egypt. 1) Product: perfume, Makeup, skin care, Bags and Accessorize. 2) Price: According to Main location in Paris currency: Skin care from $43 till $524 Makeup from $24 till $68 Bags from $1200 till $5000 Accessorize from $60 till $500 Perfumes from $73 till $156 3) Place: Airports and local markets (Faces, Mazaya) 4) Promotion: Television advertising, limited as Chanel depend on brand name.

    Hypothesis
    If we increase stores of Chanel, product will

    be available.
    If we decrease prices and increase sales

    promotion, Chanels sales will increase.


    If we increase advertisement, Chanel will be

    more known in Egypt.

    Questionnaire Analysis
    80%

    What do you look for in the products you choose?

    70%

    60%
    50% 40% 30% 20% 10% 0% Quality Price Brand Image

    Questionnaire Analysis
    What is the minimum price that you are willing to spend on our product?
    45% 40%

    35%
    30% 25% 20% 15%

    10%
    5% 0%
    200-400 400-600

    Questionnaire Analysis
    70%

    From where 60% did you hear 50% about Chanel? 40%
    30%

    20%
    10% 0%
    Family & Friends Ads on Tvs

    Questionnaire Analysis
    Rate the following about Chanel in Egypt. 5=Maximum 1=Minimum 40% 35% 30% 25% 20% 15% 10% 5% 0%

    Availability of the products =4 Advertising =3 Sales & Promotion =3

    Availability of the products

    Advertising

    Sales & Promotion

    Chanels organization point of view


    Chanel vision is well known by customers through

    advertising (Ex: Nicole Kidman)


    Chanel products are founded in all duty free and

    take a big areas from the shop than other brands, dedicated BAs .local market and duty free
    Chanel saw that there customer are committed

    and satisfy to there products .

    Chanels organization point of view

    Chanel manage its 4p's a) Price: retail price from the supplier b) Product: three categories (perfume, cosmetics, skin care)duty free local market c) Promotion: no promotion d) Place: duty free, local market adds additional prices range from 100 to 150 channel products, according to the product.

    Conclusion
    Chanel is the premier fashion designers in France. Its fashion themes include: Make-up, Perfumes, Accessories and Bags. Also we concluded that Chanel targeting on A and B classes, and its promotion only through net and fliers. Chanel organization depends on its customer's loyalty to its product and they know that customers are satisfied with their products, and they feel elegant with it. They didnt make promotions like offers on their products when they charged to local market and dusty free, but they only makes launched campaign one shot it is usually done once or twice a year.

    Our recommendation for chanel


    1st Place: Chanel should widely

    distributes its product and should be more than two ( local market and duty free). We recommend that Chanel should open its own store in famous places, like malls to make their customers comfortable in founding there products and raise products availability.

    Our recommendation for chanel


    2nd Price: from the analysis collected

    from questionnaire we recommended that prices should be lower in all products specially Bags and Perfumes range from 200 till 600. 3rd Product: we recommended that Chanel products are 100% satisfying the customer's needs and made them feel elegant and beautiful. Also it has high quality so they didnt need to change anything on it.

    Our recommendation for chanel


    4th Promotion: Our recommend on advertisement: It should be more different than celebrities . They can depending on increase the types of adds and present them through TV, Internets and highway roads especially in Egypt. Our recommend on sales promotion they should make offers on their product to increase their sales like, discounts or free products all this will help Chanel to be more known and gain more customers.

    Thank You!

    You might also like