Christian Dior Marketing Mix

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Marketing Mix of Christian Dior analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Christian Dior marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Christian Dior Marketing Mix:

Product:

Christian Dior is a luxury brand which has a strong presence in apparel, accessories, cosmetics etc. As a producer of luxury goods created to satisfy the styling needs of the high-class segment, Christian Dior has a wide range of products in its marketing mix in three broad categories of Men, Women and Children and has maintained its position as a producer of ‘Haute-couture’. Under these categories, it offers ready-to-wear clothing line which includes dresses, skirts, jackets& coats, blouses & t-shirts etc., shoes, bags, costume jewellery, sunglasses, and other accessories. Further Christian Dior also offers various make-up items for face, eyes, lips and nails such as foundation, powders, liners, lipsticks, manicure etc. to name a few. It has a wide range of selection of skincare products such as cleansers and toners, creams, etc. The Christian Dior brand also offers designer jewellery and time pieces to its customers as well.


Image: Wikimedia


Price:

Christian Dior is a luxury brand and hence has premium pricing for its products. As the products as luxury goods, the prices are significantly higher than majority of the premium brands. The segment of population targeted for these products are generally not very price conscious and are willing to pay for the status symbol of these luxurious products and it has developed a loyalty based relationship with their customers allowing them to charge higher for the products. Hence Christian Dior follows a premium pricing policy in its marketing mix. The women’s clothes, shoes, bags, accessories and jewellery are offered with a starting range of 3000 euros, 400 euros, 220 euros, 700 euros, 135 euros, and 115 euros respectively. While the men’s ready-to-wear, shoes and leather goods are offered with a starting price of 15 euros, 370 euros, and 140 euros respectively.


Place:

Christian Dior products offers exclusivity to its customers and is offered only through the boutiques maintained by the company itself. It has retail stores in more than 210 locations with 100+ stores in Asia, ~50 stores in North America, 40+ stores in Europe and rest of the stores located across the globe. The retailers can carry only the licensed products for the location. Even though Christian Dior has a website as well, it does not sell any products through its website. Only a select range of products are sold online through third party e-commerce website. This is done to maintain the exclusivity of the products to the high-class segment.


Promotion:

Christian Dior brand does not market its products through any traditional media such as Newspaper adverts or TV adverts. Instead it published Ads only through specific channels such as Vogue magazine which caters to its target segment. Christian Dior takes customer relationship management very seriously as it is a luxury brand which enjoys loyalty from its customers and rewards them by sending them latest news regarding new products through emails and post. The brand has received visibility through various celebrities using its products publicly. Further, it frequently uses various celebrities for its fashion shows and campaigns running on its website. The Christian Dior website offers information regarding the various products and their points of purchase. The brand does not undertake any sales promotion activities. This completes the Christian Dior marketing mix.


About Christian Dior:

Christian Dior was a French fashion designer who established one of the world’s top fashion house with the same name in 1946. The fashion house gained critical acclaim with its first fashion collection for spring-summer 1947 which received several accolades and achieved a phenomenal success. Today Christian Dior designs and retails various luxury goods for its target customers. It is controlled by the world’s largest luxury group Louis Vuitton, which is a French multinational luxury goods conglomerate, in which Dior holds 42.36% shares. Christian Dior has remained largely as a label for women’s offerings but it has now extended its product lines to men’s as well as children’s wear category. The brand has a total revenue of 41.6 billion euros and a profit of 1.279 billion euros. Christian Dior faces direct competition in various categories from Chanel, Gucci, Saint Laurent, Versace, Prada, Hermes and Giorgio Armani.

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