Marketing and Sales Plan of Tribal Saga by Chanel

This presentation discusses the marketing and sales plan of Tribal Saga, a new high jewelry range by Chanel. It covers the product, price, place, promotion, target consumers, and product positioning.

Marketing and Sales Plan of
Tribal Saga
A new product by Chanel
company
Program Details: Masters Of Business Administration
7023
Module Details: Sales And Marketing Management
Marking Tutor Details

Introduction
• In fashion industry, Chanel is one of the best
brands. It had founded in early 1900’s by a
singer named Coco (Gabrielle) Chanel. Her aim
is to provide comfortable and simple cloths for
women (Chanel, 2019).

Chanel Products

Chanel Products
• Chanel has a wide range of different types of fashion
products(Karbo, 2011).
• Chanel continuously focuses on developing new and innovative
products for its consumers.
• The products Chanel deals in are as follows:
▫ Fashion Wears
▫ High and Fine Jewelry
▫ Fragrances
▫ Watches
▫ Eyewear
▫ Makeup Products
▫ Skin Care Products

Competitor Overview
Chanel holds a very
high place in the
fashion and lifestyle
market. However, some
companies give Chanel
tough competition in
holding that high place
(Kim, 2013).

New Product Marketing Strategy
Chanel Company in 2019- 20 is going to launch a high
jewelry range, which is known as “TRIBAL SAGA” (Chanel,
2019).

Marketing Mix of the Product

▫ Product: Chanel has a wide range of products from
fashion wears to precious jewelry and many more.
▫ Price: The price range Chanel products are quite high,
so as the price of new Chanel product Tribal Saga.
▫ Place: Chanel tries to choose target market and
customers for its new Tribal Saga jewelry, the customers
with interest in traditional and antique jewelry.
▫ Promotion: The Chanel has used so many promotional
ways for promoting its brand and products e (Alex, 2012).

▫ People: The market has divided based on psychographic,
geographical, behavioral and demographic segments.
▫ Process: The production must be cost effective and efficient in nature.
▫ Physical Evidence: Chanel has a very strong brand image in the
market (Beth, 2011).

SWOT Analysis of New Product(Tribal
Saga)
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SWOT
ANALYSIS

Target Consumers
• For the purpose of new product(Tribal Saga), Chanel
divided its whole market into following segments and
identified its target customers(Chattopadhyay et al.,
2010) .
▫ Geographical Segmentation
▫ Psychographic Segmentation
▫ Demographic Segmentation

Product Positioning
Positioning means actual launching of product in the market. It
refers to placing the product in the market where the target
consumers can reach easily (McDonald & Woodburn, 2011).

Public Relations
The relationship between the company and the public, the government
or with other company is called public relations of the company.

Conclusion
Chanel very well knows that their customers expect
perfection from them. They are continuously working
to live up to the expectations of their customers. They
have proven themselves so many times and yet again
with this new product, they are going to satisfy their
customers once again.

Alex, J.N., 2012. An Enquiry into Selected Marketing. Journal of Brand Management, 9(2), pp.29-43.
Atwal, G. & William, A., 2017. Luxury Brand Marketing – The Experience Is Everything! Journal of Brand
Management: Advanced Collections, pp.43-57.
Beth, R., 2011. Rethinking Sales Management: A Strategic Guide for Practitioners. New Jersey: John Wiley & Sons.
Bastien, v. & Kapferer, J., 2013. More on Luxury Anti-Laws of Marketing. In Luxury Marketing. Gabler Verlag,
Wiesbaden. pp.19-34.
Kotler, P.T., 1993. Marketing Management: Analysis, Planning, Implementation and Control (The Prentice-Hall Series
in Marketing). 8th ed. London: Pearson.
Chanel, C., 2019. Chanel. [Online] Available at: https://www.chanel.com/us/high-jewelry/ [Accessed 10 April 2019].
McDonald, M. & Woodburn, D., 2011. Key Account Management: The Definitive Guide. 3rd ed. New Jersey: Wiley.
Chattopadhyay, T., Shivani, S. & Krishnan, M., 2010. Marketing Mix Elements Influencing Brand Equity and Brand
Choice. Vikalpa: The Journal for Decision Makers, 35(3), pp.67-84.
Diona, D. & Arnould, E., 2011. Retail Luxury Strategy: Assembling Charisma through Art and Magic. Journal of
Retailing, 87(4), pp.502-20.
Schmitt, B., 2010. Experiential Marketing. Journal of Marketing Management , XV(3), pp.53-67.
Symonds, A., 2011. Representing the Republic of Lancôme. [Online] [Accessed 10 April 2019].
References