The Marketing Mix

CHEVALLIER Eva & VENET Coline

Study of the marketing mix of two anti-wrinkle creams, one of the big brand, and one at the more accessible price.

The first one of the brand Dior : capture Total Cream Multi-perfection :

Product :

1 - Quality : Of Luxury.
2 - Launch : August 15th, 2006 date launch.
3 - Branding : Dior.
4 - Reputation : Very good reputation, listed 5 stars on consumers' sites.
5 - Support : Jar of cream.

Price :

1 - Special deals : Not special affairs, the price 50 ml is fixed to 130€ it is a product appreciated by the consumers.
2 - Discounts : Except during the sales, Dior does not make particular discounts, it offers samples during the big purchases.

Place :

1 - Distribution : Dior has an on-line site, stores, we can find mark it in certain stores as Sephora in France.
2 - Delivery : Possible deliveries, if we command on internet apr example.
3 - Accessibility : This product is not available in hypermarkets, it is possible to buy it directly on internet, on Dior's site, or in shops Dior, as well as in certain stores of Séphora.
4 - Location : Paris, Nice, Cannes, Deauville, Lyon, Saint-Bon-Tarentaise, Saint Tropez.

Promotion :

1 - Direct Marketing : Dior's site, publicity on the television and in them go shopping.

People :

1 - Customers : Customers having generally good income.
2 - Competitors : Chanel, Givenchy... All the big brands, which make by-products.
3 - Sales forces : The brand image.

The second of the mark(brand) Séphora: great lisseur wrinkle SPF 15 :

Product :

1 - Quality : Good quality the consumers estimated it from 4 to 5 stars.
2 - Launch : June 6th, 2009.
3 - Branding : Séphora.
4 - Reputation : Good reputation.
5 - Support : Jar of cream.

Price :

1 - Special deals : The price(prize) of the product is 23.30€ for 50ml.
2 - Discounts : Discounts with the loyalty card for the accustomed customers, and