CH 7- Purchasing Roles

Business Marketing- is the marketing of goods and services to individuals and organizations for purposes other than personal consumption.
However, Chanel is for personal consumption therefore Chanel is is not a business market but a consumer market.  But the basic philosophy and practice of marketing are the same whether the customer is a business organization or a consumer.

For example the buying behavior is quite similar.I will use my visit to the boutique to explain the roles.

Purchasing Roles:
1.) Initator: the person who first suggests making a purchase. ( that would be me- Stef)
2.) Influencers/evaluators: people who influence the buying decision  (celebrities)
 

3.) Gatekeeper: group members who regulate the flow of information (Public Relations- they maintain a public image)
4.) Decider: the person who has the formal or informal power to choose or approve the selection of the supplier or brand. ( Stef- I have the control of choosing to buy)
5.) Purchaser: the person who actually negotiates the purchase. ( In a consumer market there is no negotiation regarding price, the purchaser would be the initator or it can be the decider, whoever has the money).
6.) Users: members of the organization who will actually use the product.  ( Me & Mom)

Wk 4 cont.- Chanel Mobile Art at the Arab World Institute

Karl Lagerfeld donated the mobile art to the Arab World Institute (AWI) in Paris, which was created by Zaha Hadid. The mobile structure weighs 80 tons, 45 meters in length and 700 meter square of floor space.

Metropolitan Museum of Art 2011 Costume Institute Benefit

Blake Lively wore a tulle embroidered Chanel Haute Couture dress from the 2009/10 Fall-Winter Collection

Freida Pinto wore a white silk Chanel Haute Couture dress from the 2010 Spring-Summer Collection.

Janelle Monae wore a white and black Chanel Haute Couture outfit from the 2010 Spring-Summer Collection

Kirsten Dunst wore an embroidered Chanel Haute Couture dress from the 2009/10 Fall-Winter Collection

CH 18 cont.- JLO @ Macy's

Jennifer Lopez was seen at the Macy’s Fashion Night Out event wearing Chanel Les Khaki’s Nail Color collection in Khaki Brun. The polishes are $25 each.

CH 8- Keeping up with the Target Market

Not only are consumers keeping up with technology but also fashion companies as well. The latest Chanel Fashion application is found on iTunes App Store. The application features the video and looks of the Fall-Winter 2011/12 Ready-to-Wear show, all Chanel News articles and contact information for Chanel boutiques and it is available in French, English and Chinese language.

Chanel's target market would be females of:
Generation Y or millennial generation)- 1979-1994- (32-17)
Generation X- 1965-1978   (46-33)
Baby Boomers- 1946-1964 (65-47)

The positioning that Chanel wants to protray through the perception from the target market is a unique palate of females who give value and meaning to classical and beauty products.
Also to change the usage rate from the middle users to strong and heavy users.

The customer profile are those who identify themselves with the Chanel brand, have a strong personality and like to buy luxury products. These females are also elegant, fashionable, and who like to take risks.

CH 2 cont.- Karl Lagerfeld Inspiration for the Spring/Summer 2011 campaign

Karl Lagerfeld inspiration came from the artist Pierre Bonnard who is known for his vibrant and luminous colors and his perception of life in interior and exterior settings.
Karl Lagerfeld uses Bonnard techniques by putting the models in a bold environment, in which black and white enchances the appearance of color and to capture the essence of nature with a splash of color.

Painting by Pierre Bonnard, La terrasse à Vernonnet (1939)

CH 2 cont.- Fall-Winter 2011/12 Ready-to-Wear