香奈儿品牌营销-英文版.ppt

In 2003, Chanel invited Oscar winner Nicole Kidman as ChanelNo.5. Nicole classical symmetrical appearance, noble and elegant temperament, charming smile, very much in line with the characteristics of localization Chanel No. 5. Since Nicole as a spokesperson, consumers brand loyalty is increased by 7 percentage points. 2009 Advertising Spokesperson French star Audrey Tatu, Audreys facial expressions and body language and a pair of big black eyes come very naturally to convey a kind of mystery, and have their own unique plain sexy. Her temperament with Chanel No. 5 perfume, elegant and mysterious, but full of modern brand positioning, highlight the brand personality In 2012, Chanel No. five perfume invited Brad Peter as a spokesperson, as the most sexy mens winner Peter, is extremely simple and rough shape, with a distant mood monologue to conquer the world of women. Chanel found again breakthrough, the first time, a man willing to do speak for the woman, to compose a model from the perspective of a magnificent chapter Chanel No. 5. The originator of modern perfume -- ChanelNo.5 marketing strategy analysis Background Brand history In the development of Chinese CHANEL perfume ChanelNo.5 perfume market marketing strategy Market positioning Differentiated marketing Marketing summary Brand history In 1910 in Paris, Chanel kangpeng Street No. 21 opened a milliners shop. In 1913, Ms. Chanel founded Chanel brand in Paris. At the time of the Chanel only the hat, clothing and other few products series. In 1921, Chanel launched the Chanel No. 5. Chanel No. 5 was the first single acetaldehyde floral fragrance, to break the current pure sweet style, lasting aroma and fresh, let people enjoy the incomparable beauty. In 1929, ChanelNo.5 is known as the worlds first perfume. During the Second World War, because of the war, Chanel was forced to shut down her shop in Paris, but her fragrance is still being Wei Tarmar brothers re