chanel\'s online and offline brand management
DESCRIPTION
This was a 5-minute presentation given in my Sales class. The purpose was to present a problem to a group of Chanel representatives, talk briefly about a solution, and end with a call to action that would necessitate a more detailed (and longer) discussion of the problem and solution. The problem that I presented in this presentation was Chanel\'s use of the internet as an information channel, while not taking full advantage of its e-commerce and community aspects. I present a 3-pronged approach that should drive both their online and offline brand management.TRANSCRIPT
- 1. CHANEL
Online and Offline Brand Management
Glodine Jourdan, MBA Candidate 2010 - 2.
- 3. Agenda
My Background and Interest
Industry Trends
Chanel.com
The Framework
Important Points
Final Thoughts - 4. My Background and Experience
MBA Candidate 2010, Haas School of Business
Work Experience (IvelichStone, Sephora)
- Brand Consultancy
Brand Management
Retailing
Luxury Brand
- E-Commerce
- 5. Industry Trends: Drivers to Growth
Increase in Standard of Living
Democratization
Globalization
Accessibility
New Markets
International Travel
Global Mass Media
The Internet as a multi-dimensional sales channel - 6. Industry Trends: Luxurys Balancing Act
- 7. Industry Trends: The Online Customer
Who are they?
Social shopper: associate shopping with pleasure and social meetings
Habit shopper: only visit the same stores and shop through the same medium
Ethical shopper: are more concerned with ethical associations of shopping like material sources and employee working conditions, than with shopping medium
Value shopper: seek value from an overall combination of product and service quality and cost
- Experimental shopper: are not afraid to try new stores and shopping media
- 8. Convenience shopper: appreciate shopping without time delays