Advertisement of Dior Perfume for Ladies - Essay Example

? Summative Assessment-Brief al Affiliation: Summative Assessment-Brief The advert targets the youthful generation of ages between 22 years to 34 years of age. The age group in this case are the feminine gender with whom there is an exciting and adventurous feeling. The segment is willing to try out more and new products as they arrive in the market. The consumer marketers in this case tend to make emphasis on advertising unlike personal selling while the business marketers have the reverse as an interest. However, these tools are necessary for both forms of markets. The consumer marketers for the company emphasize on push strategies where their sales force convinces the retailers and dealers to carry, promote as well as sell the products of the company to the end users (Ryan & Jones, 2012). In contrast, the consumer marketers emphasizing pull strategies haveheavy reliance on advertising as well as consumer promotions in drawing customers into the stores. The aspect of tools in terms of choice is influenced through company size. The market leaders afford more advertising while using sales promotion sparingly. In contrast, smaller competitors aggressively use sales promotion (Viardot, 2004). The brand of perfume in the advertisement is Dior perfume for ladies. The product is sleek, executive and fancy targeting the segment that keeps trying new products. There are various scents denoting warmth and comfort including vanilla or sandalwood. Subsequent fragrances, like clary sage or grapefruit could awaken the senses while making the person feel rather energetic (Copper &Hiebing, 2000). The emphasis on the notes in the fragrance alongside promotes the positive feelings across all people while combining such components with original scent combinations which will ensure that curious consumers about the product try it out (Jain & Griffith, 2012). For example, adding black pepper oil to the cologne for women gives it richer and earthier scent. For this reason, the ingredient remains to be an exotic aspect that draws more customers in irrespective of the inclusion of the traditional notes such as musk within the fragrance. The advertiser is rather informative to the audience. The advertisement starts with the identification of the product or service through what it is, who buys it, at how much they pay and how much it costs for to produce it, why consumer demand for the product exists, and where the product sits as compared to similar products and services available currently. The advertisement also describes the marketplace rationale across various differences between the product and that of competitors (Kumar, 2011). Looking at price, quality, new ideas and approaches, and how the product appeals to specific customer base, the advertisement is responsive to the existing customers as well as new customers attracted into the market. The advertisement is rather specific about the manner in which the product and subsequent service improves on the already existing, the quality control use, the post-purchase evaluation (obtaining feedback) as well as the scope of service to be provide in terms of responsibilities, expectations and liabilities. The colours used in the advertisement relate to the feminine gender. The text is soft and appetizing to the feminine gender as well. The models used in the ad are young, beautiful and aggressive to trigger a sensation brought about by the use of the product in question. In my opinion, they have been used correctly. The marketers in this case prove to be well experienced sales executives (Mercer, 1996).  Marketing in this case forms the first strength to the company’s success as well as huge competitive edge. Professionalism is also depicted in the ad and includes everything from the maintenance of confidentiality all the way to the hiring of the very best staff to deliver organisational objectives. Individual attention is based on each client's experience towards tailoring the same into a state of preference. For repeat business and recommendations, it is essential to give a form of service which brings people back for frequent purchases while encouraging the clients to recommend friends as well as other cosmetic professionals to their clients. Marketing Mix elements The perfume product in this scenario is displayed as though it is an item satisfying the demands of consumers. For this reason, it is one of the tangible goods that the company offers among other intangible services. The tangible products include those which have independent physical existence. Further, the typical illustrations of mass-produced and tangible objects in the advert are the Dior perfume. The less obvious and ubiquitous mass-produced services are the computer operating systems for electronic commerce. The product brand in this case is however subject to life-cycle like all other products (Mercer, 1996). The cycle includes a growth phase that is followed by a phase of maturity and lastly one eventual period for the decline while sales falls. The marketers in this case need to do thorough research on the best ways of ensuring that the life cycle of this product under marketing bears a likelihood of focusing the market’s attention to the different opportunities arising while the product moves. The marketer has been in a position of considering the product mix (Ryan & Jones, 2012). Marketers for ‘Dior’ have an opportunity of expanding the current product mix through increasing the depth of various certain product lines and through increasing the scope of the product lines. Further, the marketers have considered the best ways in which to position the product while exploiting the brand, how to exploit the resources of the company coupled with a way of configuring the product mix in order to have each product complementing the other. The marketer needs to consider the various product development strategies. The advertisement does not illustrate the amounts upon which customers will pay for each of their products. For this reason, the price becomes a very important as it is a determiner of the company's survival and hence, profit. Having to adjust pricing policies drags along profound impacts to the marketing strategy as it is a component that is dependent on the price elasticity for the products and often affects the demand as well as sales. The marketer in this case has set out prices which complement other aspects of the marketing mix. In setting the price, the marketer took into consideration the product’s customer perceived value. The most apparent pricing strategies for this product include neutral pricing, market penetration pricing and market skimming pricing (Luther, 2011). The 'reference value' for which the consumer refers to prices of diverse and competing products as well as the 'differential value' which is the consumer's view of the product's attributes against the attributes of subsequent products are also taken into account.Distribution (place) makes reference to the provision of the product at the required place for which there is convenience for the consumers in terms of access. The various strategies used for this product include intensive distribution, exclusive distribution, selective distribution as well as franchising towards complementing the diverse marketing mix aspects. The methods of communication which the marketer in this ad uses in providing information to the different parties are based on the available products. Other promotion elements include public relations, sales promotion and sales organisation. Advertising, which is the company’s major approach, covers all forms of communication which are paid for, ranging from cinema commercials, Internet and radio advertisements through to billboards and print media (Luther, 2011). The public relations element fronts the concerns for which the communication is not paid for directly and this will include press releases, exhibitions, sponsorship deals, seminars, conferences or trade fairs and events. Further, word-of-mouth is all forms of apparent informal communication on the product from ordinary individuals, where satisfied people or customers are specifically engaged in creating a momentum of word of mouth. The company’s real-life marketing has a primary involvement in the application of a comprehensive deal of market place common-sense. This includes dealing with the limited number of marketing factors across the environment with imperfect information as well as limited resources complicated by tight timescales and uncertainties. The application of classical marketing techniques for such circumstances becomes an inevitably uneven and partial procedure (Copper &Hiebing, 2000). For example, the many new products keep on emerging from irrational processes as well as the rational development process which are also used in screening out the non-runners. The advertising design and the packaging are an output of creative minds which are employed in the management and screening of the 'gut-reactions'. This is meant to ensure that the components are reasonable. For a majority of their time, the marketing managers will use intuition as well as experience in analyzing and handling the complex as well as unique situations being faced. This is without making references to theory (Steinbock, 2007). This often forms an aspect of 'gut-reaction' for which the overall strategy is coupled with the customer’s knowledge that is absorbed almost through an osmotic process in determining the quality and levels of such marketing approaches employed. Further, the most instinctive management aspect in this case is called 'coarse marketing'. The organization's strategy in this instance combines all these marketing goals into a single comprehensive plan. The appropriate marketing strategies need to be drawn from the market research into focusing on the appropriate product mixes as a way of achieving the maximum profit potential while still sustaining the business. This marketing strategy forms Dior’s foundation marketing plan. The company considers marketing to be an accepted aspect for which strategic disciplines and general management functions are in this respect addressed for the good health of the business in future. This serves as an effective shield against competitive influences. The main reason for this is due to the increasingly realised components which even though having to make profits is considered important, the organisation also develops its respective market share through searching for brand leadership (Grunewalder, 2008). For this reason, the marketers monitor the overall profitability levels with the aim of ensuring that the business anticipates the possible marketing trends. On a similar note, the rival companies are monitored and examined into the vulnerable points. Successful Dior marketers are concerned with all aspects of the business. This includes future projects as well as other areas of the industry. As a successful company plan, five years and more in advance have been an essential contribution to learning about the competition levels and knowing about themselves. The company understands that marketing of this product is not a simple series of the business-related functions. However, it is more of a wide-reaching aspect as compared to this. It formulates business philosophy which is well designed towards developing a comprehensive attitude of the mind and is shared by everyone in the organisation. It is enhanced by the frequent and open forms of communication (Ryan & Jones, 2012). The development of such attitude of mind has greatly reduced the possibility of crisis hence contributing to the overall development in the future of the enterprise at both tactical and strategic levels. At the core of Dior’s marketing is the degree to which the organisation is marketing-orientated. The fact that the company has a comprehensive commitment to the company ensures that the marketing activities are tailored in a way that enables it pursue the corporate objectives while developing and retaining customers (Glowik&Smyczek, 2011). All forms of business are in existence and they rely upon the customers for survival. In return, such aspects are best based on the meeting of customer needs which also allows for the survival of various periods of change. The function of marketing is for this reason one of the essential ingredients of the corporate strategy where the marketing focus is communicated on the basis of the marketing planning into the business activity aspects. The choice of this marketing strategy is based on the distinction which is made on the basis of the undifferentiated and differentiated marketing. The undifferentiated marketing for is exercised in a scenario where the single marketing mix can be offered to various total market. By contrast, the differentiated market is based on the process of hitting the market through tailoring diverse product as well as marketing strategies into various different market segments (Dziri, 2011). For instance, the perfume market can be segmented further down into functional segments and fashion segments, low price and high price segments, and segments for people with diverse forms of vision problems. Critique and recommendations One of the recommendations fronted to this ad is the need to create an educational platform. Instead of focusing on the provision of entertainment as well as humour, the advertiser needs to shift most of the efforts towards the provision of an educational platform to the consumers. Educating the audience on the specific personal benefits and gains provided by the product is important. Authentically educating the audience on the critical factors in the industry and associating the brand with such the platform is important. Through helping the customers more effectively use the products, it will empower brand ambassadors (Ferrell & Hartline, 2008). For this reason, few emotions become rather influential as compared to empowerment. This directly creates loyalty, brand differentiation as well as increased revenue. The creation of an educational platform looks at the market gaps which the products seeks to solve and later looking at the overhaul experience for the consumers in times that they face such problems as they find opportunities to educate the audience with authenticity. The recommendations in this case are constructed across the ad formats for purposes of meeting marketplace needs such as more efficient operations based on the common sets of the creative submission guidelines. It will also generate more efficient developments for ads as well as players across the minimum common creative guidelines that include click functionality as well as duration definitions (Dziri, 2011). It also translates into easier digital video ad buying for the multiple sites based on the minimum common ad sizes towards overlaying the companion ads. Further, the better consumer understanding for such ad interactions as well as environments are based on the best practice recommendations for purposes of creative development as well as player environments. While the major goal is not to entirely endorse a given methodology above others, there are various trends that emerge while industry dissatisfaction creeps in to intercept the recruitment increment. Through live intercepts increasingly falling into disfavour as a result of the greater site clutter, lowered response rates, and misalignments between sample and campaign delivery, panels gain favour with agencies, vendors and publishers. On the other hand, panels remain far from the industry panacea in the modern day. In case there is proper validation, the advertising panels will be in a position of solving various methodological deficiencies in terms of intercepting studies as known them. This looks across a spectrum of the available methodologies towards assessing the best practices for each of the phases for online effectiveness research are based on planning towards recruitment, deployment as well as optimization and analysis (Doole& Lowe, 2005). In each of these phases, there is an examination of the challenges across the industry facing and proposing prescriptive remedies to such challenges. The fundamental issues to be focuses on include organizational hurdles like planning and staffing coupled with the logistical and technological like cookie deletion as well as the declining response rates. References DooleI., Lowe R., (2005) Strategic Marketing Decisions in Global Markets. New York: Cengage Learning EMEA, Dziri R., (2011) Avoiding strategic drifts in a hypercompetitive market: Analysis of Nokia’s position in the mobile phone industry and suggestions. New York: GRIN Verlag Ferrell, O. C. Hartline, M.D. (2008). Marketing Strategy. 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New York: Kogan Page Publishers ViardotE., (2004) Successful Marketing Strategy for High-Tech Firms. New York: Artech House Copper, S.W, Hiebing, R.C. (2000). The successful marketing plan. New York. NTC/Contemporary Pub. Group Publisher Read More