IMC Plan for
Dior Homme Fragrance
Taniadynata Gunawan
Jeffrey Ng
Wai Yan Suen
Archer
Table of Contents
1 Executive Summary
2 Introduction
3 Situation Analysis
3.1 External Analysis
3.1.1 Industry Analysis
3.1.2 Customer Analysis
3.1.3 Competitor Analysis
3.2 Internal Analysis
3.2.1 Brand overview
3.2.2 Brand identity
3.2.3 Product Life Cycle
3.2.4 Recent campaigns
3.3 SWOT Analysis
4 Information Gaps
5 Marketing Objectives
6 Target Market/Audience
6.1 Segmentation
7 Communication Objectives
8 IMC Strategy
9 Creative Strategy
9.1 Positioning Statement
9.2 Strategy Approach
9.3 Big Idea
10 Media Strategy
11 Media Schedule for IMC
12 Budget
13 Monitoring and Evaluation
14 Bibliography
1 Executive Summary
Dior is a premium, prestige brand that sells luxury goods (Dubois and Paternault 1995; Nuenoand Quelch 1998; Phau 2000).
Christian Dior is a premium, prestige fashion brand that sells luxury goods (Dubois and Paternault 1995; Nuenoand Quelch 1998; Phau 2000). Dior Homme is further introduced to provide menswear, accessories, leather goods, and fragrances. In the current fragrance market state, womens’ perfume occupies most of the fragrance industry. However, the growth in mens’ fragrance sales from 2012 to 2013 is larger than growth in womens’ fragrance (Passport, 2014). Therefore this growth in mens’ fragrance should be an opportunity needed to be recognized and react by marketers of Parfums Christian Dior. Meanwhile, consumers continue to favour premium fragrances over mass fragrances as it accounts for 70% of the fragrance value sales (Passport, 2014). This trend should be considered as a threat of consumers’ premium rivalry brand choices other than Dior, even though Dior constitutes 6.1% of the fragrance market share, which is more than its main competitors (Passport, 2014). Dior Homme’s target customers have always been males over their 30’s, but...