International Marketing - Dior Addict

International marketing communications

Portfolio: Dior Addict

Content

Introduction

FRANCE

I. Marketing analysis p 4

A. PESTL p 4

B. Opportunity / Threat p 4

C. Strengths / Weaknesses p 5

D. Segmentation p 5

II. Communication analysis p 5

A. Christian Dior`s image p 5

B. Mode of communication p 6

1. Basic offer p 6

a. FAB terminology p 6

2. Persuasive communication p 6

a. Target description p 6

b. Process of message transfer p 6

c. Stimulus p 6

III. Target analysis p 7

A. Culture influence

1. Power distance p 7

2. Uncertainty avoidance p 7

3. Individual / Collective p 7

4. Masculine / Feminine p 7

B. Motivation of purchase p 7

C. Nature of the motivation p 8

D. Buyer behaviour p 8

1. X, Y, Z analysis p 8

2. IDU analysis p 8-9

3. A, B, E analysis p 9

E. Buyer's prior attitude p 10

IV. Communication strategy p 10

A. FCB Grid p 10

B. Rossiter and Percy Grid p 10

V. Advertisement analysis p 10

A. Nature of the context p 10

B. Text analysis p 10

C. Photography analysis p 11

SOUTH KOREA p 12

I. Marketing analysis p 12

A. PESTL p 12

B. Opportunity / Threat p 12

C. Strengths / Weaknesses p 13

D. Distribution p 13

II. Communication analysis p 14

A. Korean Christian Dior`s image p 14

B. Persuasive communication p 14

1. Target description p 14

2. Process of message transfer p 14

3. Stimulus p 14

III. Target analysis p 14

A. Culture influence p 14

1. Power distance p 14

2. Uncertainty avoidance p 15

3. Individual / Collective p 15

4. Masculine / Feminine p 15

B. Nature of the motivation p 15

C. Buyer behaviour p 15

1. Buyer chain p 15

D. Buyer's prior attitude p 15

IV. Communication strategy p 16

A. FCB Grid p 16

V. Advertisement analysis p 16

A. Message settlement p 16

B. Nature of context p 16

B. Text analysis p 16

C. Picture analysis p 17

D. Media p 17

E. Promotion p 17

F. Sponsorship p 17

Conclusion p 18

Bibliography p 18

Introduction

For this report, we chose to export the new product of a French brand having a world reach, in an Asian country in state of strong demand in this segment: the perfume "Dior Addict" in South Korea. Addict does not hide its game nor its intentions, its aim is a kind of provocation for the media and the women. South Korea is following Japan in term of cosmetic `s consumption, which is a great opportunity for the luxury French brands. We will see how the communication of Dior Addict is constituted for the French market and how we can realise the communication for this fragrance in South Korea.

I. Marketing analysis

A. PEST

Political: The politic situation is stable and democratic.

Economical:

- The GDP for 2002 is about 1502 billion Euros and the GDB per person is 22000 Euros. (http://villemin.gerard.free.fr/Economie/PIB.htm#PIBPays)

- The French households spend 17.27 billion Euros in January 2003.

(http://www.insee.fr)

- The deficit of the French state is about 3 % of the GDP.

Sociological:

- The unemployment rate of the active population is 9.2%, with a spread of +0.4% since February 2002. (http://www.insee.fr)

Technological:

- Almost every household has a television and a radio.