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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...