2. founded by the French fashion designer Gabrielle
"Coco" Chanel.
She Revolutionized women's fashion with her elegant
and casual looks.
Helped release women from the
corsets era of the 19th century
CHANEL HISTORY
3. 1910: First boutique called Chanel Modes and was
opened in Paris and sold hats.
Introduced her women’s sportswear line.
Clothes kept simple and comfortable by taking
common fabrics and upgrading them.
Clothes were casual yet also chic and elegant.
In 1923: the timeless perfume No.5. was launched.
In 1924: the “La Société des Parfums Chanel’’ was
established to manufacture and sell perfumes and
beauty productsChanel also introduced a costume
jewellery product line.
12. Threat of New Entrance
High
Power of Buyers
Relatively High
Threat of Substitutes
High
PORTER’S 5 FORCES
Competitive
rivalry - high
Power of Suppliers
Low
13. Classic
Elegance
Timeless
Exclusivity
Interlacing of masculine and feminine
Chanel suit
Quilted fabric
Little black dress
Camelia
Chain with leather
BRAND IDENTITY AND CORE
VALUES
14. Making a plate collection enables the consumer to enter the
Chanel “lifestyle”
Enables people to use Chanel in a more everyday way
To extend the brand name in plate collection in a luxurious
way
To make Chanel products something the whole family can
enjoy
Decorative purposes for the home
JUSTIFICATION FOR NEW PRODUCT
LINE
15. Shape: Round/Square/Rectangular
Colour: Black
Classical textile: Symbolic logo
New line name: la maison
PACKAGING
La
Maison
La
Maison
17. We will have 7 differents product lines.
All of the product lines names are French to remind the
qualities from the house of Chanel.
The names will be written in cursive on the back of the
plates to add a personal element.
The names were chosen to match the uniqueness of the
design.
Each plate has a strong element designed that represents
the purpose of its name.
NAME JUSTIFICATION
18. Females, middle age 35-49 years old, married, medium
users.
The customer profile are for those who identify
themselves with the Chanel brand, care about house
products, are interested in decoration, have a strong
personality, and like to buy luxury products.
They are also elegant, fashionable, but not necessarily
follow all trends.
TARGET MARKET
19. The plates collection will be sold only in Chanel
stores
The strategy is to differentiate this product line from
our competitors.
The purpose is also to attract more consumers to the
store to expose them to other Chanel products.
The new product will not be very accessible in terms
of distribution.
This will help keep the uniqueness of it and not to
devaluate the brand image.
DISTRIBUTION STRATEGY
20. 1. Invest in the emerging markets
2. Pay more attention to the counterfeit and
possible invest in technology to prevent it
3. Increase emphasize on new media technology
OTHER STRATEGIES
