2. Topic:CHANEL Group 8 members ：李楚文 周婉桦 邝欣仪 刘志颖 原少欢

3. The catalog Brief introduction Product Price Promotion Place

4. Brief introduction

5. Founder: Gabrielle Chanel (Coco Chanel) Founding time: 1913 Headquarters: Paris, French Designer: Karl Lagerfeld

6. About Gabrielle Chanel (1883.8-----1971.1) Named as one of the 100 most influential people of the 20th century, legendary designer Gabrielle Chanel was a pioneer in the world of fashion. Her design concept was just that elegant concise and exquisite. Chanel’s pet phrase“Pop fleeting, style forever” is still the guiding force behind the brand.

7. About the brand “Chanel” brand logo is her nickname “coco” in the two—letter “c” combination. Brand value: 5.6 billion dollars Brand idea:Elegant 、 Concise 、 Exquisite

8. Product

9. Product mix Garments, Jewelry, Trendy Items, Perfume, Cosmetics Cosmetics: makeup （粉底） mask （面膜） mascara （睫毛膏） lipstick( 唇膏 ) nail polish （指甲油）

10. Product line Perfume: Allure, Antaeus, Beige, Bois des Iles, Chance, Chanel N°22, Chanel N°5, Chanel Number 19, Coco, Cristalle, Cuir de Russie, Egoïste, Gardenia, Pour Monsieur, Sycomore, Une Fleur de Chanel Garments: Ready-to-wear (Women’s wear, Men’s Wear), Sport Series

11. Price

12. Focus on high—end market Pricing strategy ： Skimming Strategy (Pricing high to make maximum profit and skim the “cream” of the market) As a luxury brand,Chanel’s pricing strategy bases on its unique, exquisite design,excellent quality and a number of loyal customers.

13. Chanel for women specially build its high price for the women who have the economic base and age 35-45. There are also some report shows that Chanel tries to make its brand younger to fit more women. Fashion boutique: medium to high Glasses: medium to high Watch and senior jewelry: high Perfume and cosmetics: medium Target Market

14. Promotion

15. Advertisement Mainly through: TV or magazine The advertisement on TV about CHANEL will make the televiewer link the CHANEL to elegant, terse and exquisite. The advertisement on magazine about CHANEL mostly link with other high level brand, such as vogue,elle to direct the reader to be more beautiful, so the reader will be CHANEL’s potential customers.

16. celebrity endorsement( 名人代言 ) The famous spoke for CHANEL: Nicole Kidman, for No.5 perfume Keira Knightley,for Coco Mademoiselle Audrey Tautou, for No.5 perfume. Replace Nicole Emma Watson for Coco Mademoiselle, replace Keira CHANEL always select the spokesperson fallow it brand’s specialty.

17. Nicole Kidman Keira Knightley Audrey Tautou Emma Watson

18. Movie 2009 ：《 Coco Avant Chanel 》 2008 ：《 Coco Chanel 》 2009 ：《 Coco Chanel & Igor Stravinsky 》

19. Place

20. The choice of site ： In order to fit its positioning, Chanel focus on senior department stores, the busiest section. Boutiques and Counter Desk ： Chanel owns stores and counter sales in upscale department stores, where are the favorite place of the target customer. Decoration and Service ： We can experience the feeling of elegance and freedom by the thoughtful service and special decoration in Chanel.

22. Thank you for your watching!