J'Adore Marketing Strategy Paper
MKTG 401 Marketing Strategy Paper
1. Introduction
Christian Dior Parfums is a division of Dior, and was founded in 1947 by Christian Dior.1 The company operates over 235 boutiques internationally and plans to continue growth in the future. Dior has approximately 42% stake in the luxury goods giant LVMH. The House of Dior, known as the headquarters for the company, is located at 30 Avenue Montaigne in Paris France.2 The product this paper will focus on will be the J’adore Eau de Parfum Spray in the 3.4 ounce bottle.
2. Product
The fragrance, J’adore, was originally created for Dior by perfumer Calice Becker in 1999.3 However, Francois Demachy, perfumer-creator for the House of Dior is the current craftsman of the new J’adore creations.4r Francois Demachy, formerly with Chanel, manages the in-house creation of the fragrances that were formerly concocted from finished perfume oil from Givaudan.5 Christian Dior was very passionate about flowers and was felt “Flowers are the most heavenly creation after women.”6 The J’adore Eau de Parfum is a floral fragrance, encompassing the distinct essences of the ylang-ylang of the Comores, the damask rose, and the sambac jasmine.7 The bottle is unique in that the design was inspired by the first fragrances released by Dior in the shape of amphoras.8 An amphora is “an ancient Greek jar or vase with a large oval body, narrow cylindrical neck, and two handles that rise almost to the level of the mouth.9” The bottle is representative of the heritage of the house of Dior as well as the modern designs of its current fashion. The shape is very iconic of an alluring female body and is reminiscent of the sketches of the Haute Couture gowns and models that Christian designed in the earlier years in the Company. The jewelry adorning the bottle is symbolic of Maasia necklaces.10 An extensive amount of thought and research was put into the design of the actual fragrance as well as the package in which it comes. The exclusivity of the
1. Introduction
Christian Dior Parfums is a division of Dior, and was founded in 1947 by Christian Dior.1 The company operates over 235 boutiques internationally and plans to continue growth in the future. Dior has approximately 42% stake in the luxury goods giant LVMH. The House of Dior, known as the headquarters for the company, is located at 30 Avenue Montaigne in Paris France.2 The product this paper will focus on will be the J’adore Eau de Parfum Spray in the 3.4 ounce bottle.
2. Product
The fragrance, J’adore, was originally created for Dior by perfumer Calice Becker in 1999.3 However, Francois Demachy, perfumer-creator for the House of Dior is the current craftsman of the new J’adore creations.4r Francois Demachy, formerly with Chanel, manages the in-house creation of the fragrances that were formerly concocted from finished perfume oil from Givaudan.5 Christian Dior was very passionate about flowers and was felt “Flowers are the most heavenly creation after women.”6 The J’adore Eau de Parfum is a floral fragrance, encompassing the distinct essences of the ylang-ylang of the Comores, the damask rose, and the sambac jasmine.7 The bottle is unique in that the design was inspired by the first fragrances released by Dior in the shape of amphoras.8 An amphora is “an ancient Greek jar or vase with a large oval body, narrow cylindrical neck, and two handles that rise almost to the level of the mouth.9” The bottle is representative of the heritage of the house of Dior as well as the modern designs of its current fashion. The shape is very iconic of an alluring female body and is reminiscent of the sketches of the Haute Couture gowns and models that Christian designed in the earlier years in the Company. The jewelry adorning the bottle is symbolic of Maasia necklaces.10 An extensive amount of thought and research was put into the design of the actual fragrance as well as the package in which it comes. The exclusivity of the
Cited: 5. Turin, Lisa; Sanchez, Tania. Perfumes The Guide. Viking. 2008 6. Dior Homepage