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As J’adore is a luxury item, it adds to the personality of women customers. The main features and attributes of the product highlighted by the company are: femininity, sophistication, and emotion. The other features are its everlasting fragrance, better quality, innovation, and its brand name. The company offers free shipment for a particular range of J’adore products. Tester facility is provided to the customers, to test the perfume as a demo. They also offer attractive sale offers on particular occasions like Christmas. During Christmas season Dior offers combination like lotion with perfume. Women, who have high income, are the main consumers of J’adore. The products come in models like J'Adore L'Absolu, J'Adore Anniversaire En Or, J'Adore L'or, J'Adore L'eau.
Customers are ready to spend more time in search of the product, because once they use it they always go for the same product, and they identify themselves with the picture of feminity in the perfume. They never go for a different or substitute product, because of its unique fragrance and quality. The product has been in the market for the last ten years. Flimsy bottle caps sometimes with decorated gold ribbon, brilliant, transparent and unique crystal bottle design, and attractive letter design of the word J’adore are the distinctive features of the product packing. They also use luxurious, clean, contemporary image of celebrities on the package.
Dior follows the pricing strategy of competitive pricing, ie; they set the price according to the prices set by their competitors. They also adopt premium pricing strategy for particular product range, to highlight the product’s exclusiveness. The product faces competition from Chanel, Guerlain, Cartier, Lancome, Prada, Givenchy, Calvin Klein and Angel de Thierry Mugler. ...