Question

Look at the Chanel's website, social media presence, Youtube channel, sponsorships, PR, events, displays and any other marketing materials you can find for the brand and a key competitor. Look at industry publications that mention campaigns for additional background information. Pick another brand (i.e. the market leader) to compare efforts.

1. Based on your audit results, comment on whether competing Chanel are likely to have similar profiles of users to the allocated brand or if a specific segment is targeted by the brand. Build a list of key competitors for your brand, justify your choice.(approx 150 words)

2. Examine the advertising messages the Chanel, the market leader and another competitor of interest. Discuss if similar associations are being formed to each brand, or if messaging looks unique to a specific brand. Provide evidence to support your view. (approx 150 words)

Answer 1

Lousi vuitton, Gucci, Hugo Boss, Hermes are biggesf competitors and majority of target segments which comprises of premium an dkuxury buyout purchasing segmentation.

Here the prices paid by customers are premium and in upper segment which makes it for certain array of individual rather than masses. The brands here focus on quality and reliability and aesthetics value rather than pricing points.

Advertising messages used by Chanel are completely focussed on Urban markets, SEC A, Males and Female, Age 18 to 55.

The complete marketing campaign purised by Chanel is shsred below:

The Facebook page by Chanel has been most amazing and happening which has leveraged various brand assets like celebrity endorsements, brand mascots, user stories, testimonials, etc. The brand has engaged audiences with various live contests , quizzes, surveys, webinars, engaging videos, participative games,etc.

Various social media campaign on Twitter, LinkedIn, Instagram, Snapchat are run simultaneously to achieve top of mind recall and touchbase maximum audiences.

The marketing has seen series of TV commercials which depicts the product benefits and are in continuation to target compelling user story. The brand has consistently clocked millions of views on YouTube and has meticulously used Facebook for penetrating new markets and high profile customers as per demographic segmentation.

The brand has leveraged and optimised page to track Analytics and measure success using metrics like bounce rate, exit rate, unique page views, unique customers and have also optimised search engines through programmatic buying which helps customers land on Facebook page itself.

The benefits exceed the costs for this campaign as it has proliferated customer base and has achieved diversity and higher average reveneue per user and decreased lifetime customer acquisition cost.

The brand however can improve its profile by using cliud storage for customer analytics, Artificial intelligence and Machine Learning algorithm for drill down Analysis and using Tableau as data visualization tools for devising right strategy.

The brand also needs to integrate various social media profiles and repetitively generate new fresh campaigns over period of time so that buzz remains active for longer period and helps create brand equity and brand resonance.

Moreover, various testimonials can be used to create awareness and generate positive word of mouth marketing amongst customers. Usage of referral marketing on Facebook can bring down costs substantially and increase revenues through profit maximizing. All in all 360 degree marketing campaign with well planned time frame can help brand optimise cost and grab maximum market share .

The usage of Radio and out of home media and newspapers can also help create propaganda for all Facebook campaign and bring organic traffic from multiple sources such that outreach is maximum and impact is well optimized.

This creates well crafted and well timed turnaround strategy for any brand and successful campaign can be created with seamless execution and implementation.

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