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1、Tableofcontents1.0situationanalysis/currentmarketingmix(4pages)21.1currentproductofChanel21.2currentpricing31.3currentplace/distribution41.4currentpromotion52.0brandpositioningtheory(2pages)62.1defineandexplainbrandpositioning62.2drawaperceptualmapforthebrandyourlecturerhas
2、assignedtoyourclass62.3explanationjustifyingwhyyouhaveplacedthebrandsinthelocationyoudidontheperceptualmapwhichisworth5marks73.0targetmarketidentification(2pages)83.1geographicsegmentation83.2demographicsegmentation83.3psychographicsegmentation83.4behavioralsegmentation84.0
3、referencelist9SITUATIONANALYSIS,TARGETMARKETIDENTIFICATIONREPORT1.0situationanalysis/currentmarketingmix(4pages)Asthefirststepinmarketing,situationanalysisisveryimportantwhichisrelatedtothecompany’shistory,culture,resources,existingportfolio,existingcustomerbaseandexperienc
4、einrunningacompany.Inthisprocessweshouldalwaysconsiderthemaximumprofits,maximumshareholderreturns,maximummarketshare,survivalandsocialresponsibility.Therearealotofmethodswecoulduseinthesituationanalysis,suchastheSWOTAnalysis,6CAnalysisand4PAnalysis.Hereweusethe4PAnalysistow
5、hollyreviewtheperformanceofChanelperfume.Andtheelementsin4PAnalysisincludeproduct,price,placeordistributionandthepromotion.The4PmixwasbroughtupinAmericanin60sof20th,referringtotheintegrityuseofproductoptimization.1.1currentproductofChanelThefemaleproductofChanel,astheleadin
6、gproduct,isalwaysdesignedinafashionablewaywithinfeatures.Chanelhaskindsofproducts:fashionablefineworkseries,glasses,wristwatch,jewelry,perfumeandmakeup.Inthefashionablefineworkseriestherearealotofproductsincludingcostume,playsuit,coutureready-to-wear,luxurybags,shoesandothe
7、rfittingsthataremademostlyofsoftnylon,jeans,sheepskin,wool,pearl,syntheticcutstoneandmetals.GlassesofChanelaredividedintotwotypes:sunglassesandopticalglassesbothofwhichareinlayedinsyntheticcutdiamondwithinasenseofluxuryandelegance.AndtheChanelwristwatcheshavethecamelliaseri
8、es,1932series,Girvan,J12sportwatch,roundwatches,andsoon.Andthefemaleluxuryjewelryo
