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
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
Bibliography: (http://www.insee.fr) Retrieved from http://www.insee.fr Netvalue.(2001). Croissance du taux des foyers connectés à l 'Internet. Retrieved March 25th from http://www.journaldunet.com/cc/01_internautes/inter_nbr_clas.shtml) Centre Francais du Commerce Extérieur. (2001). Parfumerie Cosmétiques. Retrieved March 23rd from http://www.cfce.fr /cfce/search/main.asp Françoise Medgyesi. (2002). Les fabricants de parfum français refusent de révéler leurs secrets . Retrieved from http://www.cyberpresse.ca/reseau/tendances/0208/ten_102080126268.html Communication and culture p 31