Communication Channels to Support Company's Products in the Market - Essay Example

Advertising is used by Chanel #5 to make the clients understand they know and fee their motives for purchasing the business’ products (Hughes., & Fill, 2008: 28). Advertising allows Chanel #5 to reach a large amount of geographically displaced customers at the lowest cost.

Posters are used as a communication channel at Chanel #5 containing graphic and text elements describing the product's quality, design, user experience, and contact information to the company (Green, 2012:14).

Television is used as a communication channel of advertising through infomercials aimed at promoting Chanel #5’s products. Infomercials promote the products through discussing product pricing, benefits, user experience, and purchase lines. Television advertising allows for a large consumer reach.
Press as a communication channel allows for the meeting of information needs of large masses of people through magazines and other publications as they read the news to promote the products of Chanel #5.

Sponsorship of events and programs by Chanel #5 allows for the recognition of the business by both participants and those interacting with the event allowing product information to be sent through T-shirts and other materials promoting the event.

Product design involves effective and efficient development of new ideas by Chanel #5 to produce new products that meet consumer taste and preferences resulting in an increase in loyalty and commitment of consumers to the company. This communication channel acts as a competitive advantage of the business and augments consumer acceptance of Chanel #5’s products.

Website: Chanel #5 provides information on the products' quality, design, offers for the customers, information on promotions and programs, and allows satisfied clients to provide their testimonials (Varey, 2002: 74). The website also allows Chanel #5 to communicate company information including store location, new product offerings, and corporate responsibility activities. Chanel #5's website is also used for communication with the customer to allow customer feedback for incorporation in product development and design to increase customer satisfaction.

Social media are the other communication channel used by Chanel #5 where its products are promoted on Facebook, Twitter, and Instagram visited by the target market segments. Social media communication channel allows for low cost and wide reach of global consumers.

In-store: In-store communication at Chanel #5 involves shopping cart panels, digital message units, digital screens, and floor graphics conveying product pricing, user experience, and entertainment providing consumer stimulus, as they make purchases.

In conclusion, Chanel #5 uses different communication channels to reach consumers. These communication channels differ in cost, consumers reached by the communication channel and the geographical reach of the channel of communication, but all intertwine to generate sales for Chanel # Read More