PRESENT BY GROUP 9
DIOR
TABLE OF CONTENT
_ DIOR _
PART I : INTRODUCTION
PART II : MARKETING STRATEGY
PART III: ACHIEVEMENT
PART IV : CONCLUSION
I. INTRODUCTION
History of DIOR
A CULINARY TRADITION
Christian Dior S.A (Dior) is a famous
French brand, established on
December 16, 1946 at the residence of
Christian Dior. It was not until 1947
that this brand was officially
established
THE MAIN PRODUCTS OF FASHION HOUSE DIOR
MAKE – UP AND
DIOR WEAR
SKINCARE
DIOR HOMME DIOR
FRAGRANCE
PRODUCT
Product Type: Perfume
Product : Miss Dior Eau de Parfum
Media channels: Facebook, Twitter, YouTube
TVC filming location: Eiffel Tower, Paris
KOL: Natalie Portman
II.
MARKETING
STRATEGY
Advertising’s
Concept
Natalie Portman – Dior's "muse" In October
2017, Dior brand launched the campaign
"The New Eau de Parfum" for Miss Dior
perfume, with the participation of female
stars, Natalie Portman.
Advertising’s
Purpose
Advertising message
And You, What Would You Do For Love?
Dior is launching a new campaign alongside
the face of the perfume, Natalie Portman.
Dubbed #DiorLoveChain, the project asks in
turn, "And You, What Would You Do For
Love?"
Market Segment
PHYSIOLOGY
AGE GENDER Mature women who want
to show their elegance
18-30 Female
The product is not only
suitable for gentle women,
but also for strong women
MAIN CONTENT
Throughout the campaign, Dior used the
advertising message
"And you, What would you do for love?"
Dior has attracted the target audience
with positive emotions in general through
beautiful posters and content throughout
the video.
The image of Natalie Portman is angry
when she falls in love but then overcomes
the negative emotions and becomes
strong, positive, ready to do everything,
jumped into the sea from the high cliff
without hesitation
That question it is like a message:
"Buy our products to show your love to the person you
love"
Natalie also replied that:
“This is an open question and there
is no right answer to it.
If it were me, I would go to the
edge of the world with the person I
love.”
III.
ACHIEVEMENT
Reach on media platforms
The film of the 2017 launched
Miss Dior eau de parfum was
one of the most viewed ads on
YouTube in 2017
Dior’s influence on the
audiences and the allure of
Natalie Portman as brand
More than 106 million views, over 215.000 likes and ambassador
almost 1.500 comments on YouTube.
THE EFFECT OF ADVERTISING ON
CUSTOMERS
After releasing the videos and posters of the advertising campaign, Dior
was very successful in promoting the product to the public
This message is not pompous and unrealistic
because the purpose of the company's TVC
video is to inspire curiosity in the receiving
public to find answers to it.
Thereby creating brand awareness for Dior
and stimulating their buying behavior.
IV. CONCLUSION
CONCLUSION
Dior adopted a sexy style. Natalie has
been portrayed by Dior as the epitome
of a Dior lady who is more seductive,
bold, and attractive than ever before.
CONCLUSION
Dior appears to be increasing customer
interest as well as telling people to buy our
products by posing the question 'What would
you do for love,' which is also the message of
the new campaign.
I want to express my love for the person I care
about. What a unique and clever approach to
provide.
THANKS YOU FOR YOUR
LISTENING
