International Marketing - Dior Addict

International marketing communications

Portfolio: Dior Addict

Content

Introduction

FRANCE

I. Marketing analysis p 4

A. PESTL p 4

B. Opportunity / Threat p 4

C. Strengths / Weaknesses p 5

D. Segmentation p 5

II. Communication analysis p 5

A. Christian Dior's image p 5

B. Mode of communication p 6

1. Basic offer p 6

a. FAB terminology p 6

2. Persuasive communication p 6

a. Target description p 6

b. Process of message transfer p 6

c. Stimulus p 6

III. Target analysis p 7

A. Culture influence

1. Power distance p 7

2. Uncertainty avoidance p 7

3. Individual / Collective p 7

4. Masculine / Feminine p 7

B. Motivation of purchase p 7

C. Nature of the motivation p 8

D. Buyer behaviour p 8

1. X, Y, Z analysis p 8

2. IDU analysis p 8-9

3. A, B, E analysis p 9

E. Buyer’s prior attitude p 10

IV. Communication strategy p 10

A. FCB Grid p 10

B. Rossiter and Percy Grid p 10

V. Advertisement analysis p 10

A. Nature of the context p 10

B. Text analysis p 10

C. Photography analysis p 11

SOUTH KOREA p 12

I. Marketing analysis p 12

A. PESTL p 12

B. Opportunity / Threat p 12

C. Strengths / Weaknesses p 13

D. Distribution p 13

II. Communication analysis p 14

A. Korean Christian Dior's image p 14

B. Persuasive communication p 14

1. Target description p 14

2. Process of message transfer p 14

3. Stimulus p 14

III. Target analysis p 14

A. Culture influence p 14

1. Power distance p 14

2. Uncertainty avoidance p 15

3. Individual / Collective p 15

4. Masculine / Feminine p 15

B. Nature of the motivation p 15

C. Buyer behaviour p 15

1. Buyer chain p 15

D. Buyer’s prior attitude p 15

IV. Communication strategy p 16

A. FCB Grid p 16

V. Advertisement analysis p 16

A. Message settlement p 16

B. Nature of context p 16

B. Text analysis p 16

C. Picture analysis p 17

D. Media p 17

E. Promotion p 17

F. Sponsorship p