This document discusses Chanel's plans to launch a new line of porcelain tableware. It provides background on Chanel's history and existing product categories. Research was conducted on competitive tableware brands. Concepts and designs were developed taking inspiration from Chanel's jewelry and Byzantine collections. The new line will consist of three collections targeted at loyal Chanel customers. A pricing strategy, distribution channels, and financial projections were proposed to introduce the new product category.

1. NEW TYPE OF PRODUCT

2. STUDY OF THE BRAND

3. CHANEL HISTORY
GABRIELLE CHANEL
 Fashion designer. Born on
August 19, 1883
 The trademark are suits and little
black dresses
.

4. BRAND HISTORY
1916 Chanel Launch the first Jersey Haut Couture, Chanel’s
little black dress
1920 Chanel created the first pair of trousers for woman
1924 First perfume, Chanel No. 5 and the first jewelry
collection
1926 Introduction of the legendary Chanel suit collarless
jacket and well-fitted skirt. Last days of corsets and other
confining garments
1955 the matelassé and the chaine handle collection of bags
2.55

5. PRODUCTS SEGMENTATION

6. LEATHER GOODS
Classic, iconic, eternal

7. SMALL LEATHER GOODS
Sofisticaded but pratical

8. SHOES
Byzance Collection Exuberant, Luxury, Riches.

9. ACCESSORIES
Precius Luxury

10. READY TO WEAR
Classy Fabulous

11. READY TO WEAR
Modern Elegante

12. HAUTE COUTURE WEEDDING DRESS
Purity Classic high hand made

13. HAUTE COUTURE
Eternal Classic Modern

14. PERFUMES
High quality luxury

15. MAKE UP
Dramatic intense

16. LICENSED PRODUCTS
Lifestyle

17. CHANEL`S NEW PRODUCT CATEGORY
Table Sets
Porcelain Collection

18. JUSTIFICATION OF THE NEW TYPE OF
PRODUCT
1. To increase the loyalty of existing customers
2. To contribute to the “total look” of the brand
3. To reinforce the trust on the high quality of the brand
4. To be a requiring brand

19. ANALYSIS OF THE EXISTING

20. SAMPLE OF DISHES
Floral Theme Modern Contemporary
Ethinic Japonese Casual

21. COMPETITIVE ANALYSIS
1. Rosenthal, since 1885, France
2. Versace by Rosenthal
3. Bernardaud, since 1863, France (Rue Royale)
4. Haviland, since 1842, France (Rue Royale)
5. Meissen, since 1708, Germany (Europe`s first porcelain)
6. Faïencerie de Niderviller since 1735, France
7. The Royal Crown Derby Porcelain Company, since 1878, UK
8. Hermes, since 1837, France
9. Merdinger, Switzerland, 3 gen.back

22. Rosenthal, since 1885, France
Versace by Rosenthal
100 €

23. since 1863, France (Rue Royale)
100 €
since 1708, Germany (Europe`s first porcelain 400 €
producers)

24. Faïencerie de Niderviller
since 1837, France
since 1735, France
300€
since 1878, UK

25. Swiss brand, 3 generation
back, using gold finishing
in dishes
700 EU

26. TRENDBOOK
Source of inspiration

27. CHANEL Essentiel

28. CHRISTMAS LIMITED COLLECTION
Byzance style

29. JEWELLERY COLLECTION
Camelia Baroque

30. PACKAGING

32. SEMIOTICS
SYMBOLS MEANINGS
ROUND SHAPE A classical shape for a dish
PORCELAIN Classic. Elegance.
traditional. High class
Precious. Luxurious. Richness CHANEL
symbol. Sophistication + classicism.
GOLD
Christmas decoration.
Past values: tradition, elegance.
ANCIENT THEMES
(BYZANCE)
Homogeneity with Byzance
collection 2010-2011.
Loyalty to the brand
CHANEL (NAME)
Chanel brings the richness of Byzance
to your Christmas table

33. NEW PRODUCT POSITIONING
Unaccessibl
e
Classic Modern
Accessible

34. INNOVATION VALUE SCALE
0 15
LOW MEDIUM HIGH
INNOVATION INNOVATION INNOVATION
• The product remains absolutely faithful to the brand
• Traditional Chanel symbols are found in every table set
collection
• It follows the style already created for other categories

35. NAMING OF THE PRODUCT
JEWELLERY COLLECTION
Created following the Chanel jewellery collection launched by the
brand in 2010-11
CHANEL Essentiel
Designed based on iconic Chanel signs and symbols
CHRISTMAS LIMITED COLLECTION
Christmas as a spirit of religious celebration. Byzantine art as based
on religious symbols.

36. CLIENTS SEGMENTATION
SEGMENTATION TARGET
GEOGRAPHICAL Worldwide
DEMOGRAPHICAL Upper class, Middle and Older Age
Looking for recognition, Status
PSYCHOLOGICAL
seekers
USE-RELATED Brand Loyalty
Events, Christmas, Marriage, and
USE-SITUATION
Anniversaries

37. POPS & PODS
POPS PODS
FINE BONE CHINA Best Quality Porcelain
HISTORICAL Chanel Spirit of unique designs
LUXURY Totally new product in Chanel
LIMIT EDITION Antique Collectors
Attached to a unique Charismas
FABULOUS DESIGN
Event

38. DISTRIBUTION CHANNELS
Coco Chanel Stores & Boutiques Worldwide
Website
Window Show in Prestigious Superstores
Promotional Gifts for Celebrities
Promotional Campaign
Launching time before the Charismas
Special Offer for Dealers and Agents Worldwide

39. FIX COST
The calculation are based on 2 months
production time
UNITS 5,000 10,000 20,000
MOULDS 500 Euro 500 Euro 500 Euro
Production cost
MOULDS 24h 24h 24h
Production
Time
Plan Cost/Unit 10 Euro 10 Euro 10 Euro
Total Cost 50,000 Euro 100,000 Euro 200,000 Euro

40. VARIABLE COST
The calculation are based on 2 months production
time
UNITS 5,000 10,000 20,000
Porcelain 8 Euro 7 Euro 6 Euro
Coloring 7 Euro 6 Euro 5 Euro
Gold Plated 35 Euro 30 Euro 25 Euro
Packaging 30 Euro 25 Euro 20 Euro
Labor/ Unit 120 Euro 120 Euro 120 Euro
Total Variable 200 Euro 188 Euro 176 Euro
Cost/Unit

41. RETAIL PRICE
The calculation are based on 400% basis
UNITS 5,000 10,000 20,000
Fix Cost 10 10 10
Variable Cost 200 188 176
Total Production Cost 210 198 186
Retail Price/Unit 810 Euro 792 Euro 744 Euro
Capital Investment 1,100,000 Euro 2,080,000 Euro 3,720,000 Euro

42. CONCLUSION
 New product is expected to successful and be well
accepted in the market due to unique type of product
by Chanel
 Also it stands up the high quality and values of the
brand
 Loyal customer are supposed to embrace the new
product
since it is love brand & lifestyle

43. PROJECT SUBMITTED BY:
Monica Soares
Ana Domingo
Mazin Balilah
Narmina Agayeva