Marketing Fundamentals: Chanel's Marketing Mix and Communication Strategies

Marketing fundamentals

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing mix of Chanel ...........................................................................................................3
Communication strategies of Chanel to promote the brand ........................................................4
Promotional strategies-................................................................................................................4
Feedbacks from customers-.........................................................................................................5
Effectiveness of communication in terms of brand awareness-...................................................6
Steps of marketing of Chanel ....................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing refers the plans and strategies which companies uses for the promotion of their brand
and products. Marketing fundamental includes 4 p 's – prise, place, promotion and product.
Marketing helps a company to reach out at its intended customers. Chanel is a UK based
company, established in 1909 by Coco Chanel, which deals in a women's high fashion clothes
along with jewellery, accessories, and perfumes. This report describes the marketing mix for
Chanel, as well as it defines the promotion techniques, stages of marketing customer relation and
communication methods of the company.
MAIN BODY
Marketing mix of Chanel
product
The product strategy of Chanel is that it has targeted women and wealthy customers. It provides,
watches, elegant jewellery, fragrance, make up, skin care and sunglasses.
Chanel focuses on the colours of their clothes, they give more weight age to nude, black, and
beige colour so that it can easily attract the women. Products of Chanel is known for its valuable
raw material and expensive prices. But now they have diverted to men also they have exclusively
launched day and night wear for men. (Ndofirepi, Farinloye, and Mogaji 2020).
Price
The pricing policy of Chanel is that they don't compromise with the quality of the product, as it
is very rare and the final product gives high class quality and elegance to the customer for that
they take premium prices. The major reason behind it that they hire skilled professionals who
are specialist in textiles and designs to design their products. Premium price policy is used to
gain high profit. The target customers are also very rich and they ready to pay for it.
Place
Company has come up with a flawless plan that It has opened most of the stores in posh area and
nearby the airports so that high class customer can easily visit their store. Chanel has set up their
store in the hall of five star hotels so that it can attract the customers. They have opened their
stores in big cities like – Boston, Amsterdam, Paris, Sydney, Bangkok, Dubai, London, even
products are also available on their website (HR, and Aithal, 2020).
Promotion

As it is a well known brand so for promotions they generally give advertisements in fashion
magazines like – vogue, Marie Claire etc. They hire super models and very famous actors to do
promotion of their brand. For getting publicity they offer their products like- clothes and hand
bags to wear to the big and famous personalities on red carpet and award shows film festivals.
Communication strategies of Chanel to promote the brand
Luxury brand Chanel is master in accepting the new trend of the market. For promoting the
product they follow 360 degree communication strategies. They do tones of advertisements in
high class magazines and by advertisement campaigns. The company wants to place their
product directly to the heart of customers for that it hires cool looking models for advertisements
along with it company uses their social media platform like- Instagram, twitter, LinkedIn and
Facebook for communication as it has a million of followers on its social media handle and
blogs. Except this company uses emails, newspaper for promotions. As social media is a key
marketing tool for business, because nowadays every individual have their social media account
so it becomes easy for the company to touch the customer (Finotto and Mauracher, 2020).
Website of the company also provide relevant details of each product if the customer is
unavailable to visit the branch. Companies can use blogs and video contents to promote their
products. Earlier companies had to rely on sales person to for selling and promotion but now in
the digital age people prefer to do their own research via company's profile and by blogs.
Sometimes people get some discount vouchers and offer if they purchase goods and products
from company's site, Along with it provides feedback form to customers if they visit any store of
Chanel. E-mail marketing plays an effective role in promotion if any customer purchase any
product from Chanel it provides them a rating link and form about the company and its product
just to know what customer feels for their products.
Promotional strategies-
Chanel is a luxury brand which provide its products to higher class of the society
therefore company uses mixed promotional strategies by which effectiveness of organizational
marketing can be increased through this company manages to get high sales. Chanel mainly
promote itself through fashion shows and merchandise demonstrations through which it is able
develop a direct high level of positive image in front of its customers (Reyes and et.al, 2018).
With that company also advertises itself through the means of social media and through company
websites by which high level of brand awareness can be achieved through which company