Chanel Brand Analysis

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Chanel is a luxurious brand so it produces very expensive products generally its perfume range is very expensive. So, Chanel produces various sizes of perfume bottles ranging from 7.4 ml to 100.5 ml bottles which enables the customers of all classes to buy the perfume easily. Customers who buy small sized bottles tend to use the perfume less in volume and also use other cheap perfumes, use Chanel No5 perfume on some big occasions, due to which small bottles are made good use of. This is a factor in decision making for some consumers who are willing to buy Chanel perfumes like Chanel No5 perfume.

The concept of consumer self-image has been a good marketing strategy for Chanel brand and its product Chanel No5 perfume. As, self-image of a consumer is the certain kind of habit or buying habit of consumer. The consumer tends to buy the products of its relevant self-image that the consumer has set for him or sees himself as a certain type of personality. In this concept consumer buys those products which he thinks are relevant according to him despite the product is outdated, expensive, etc. In other words we can say these type of consumers are loyal customers of a certain company because they will buy the products which they have set a self-image for themselves despite anything (Schiffman et al. 2014) . As the Chanel products are too expensive, the customers with certain self-image always buy the Chanel products.

Consumer personality is set to change with the influence of market or by the various brands which work to change the loyal consumers to attach them with themselves by various factors advertising, packaging, etc. The strategy of Chanel has been to mainly attract the youth population towards itself. Chanel No5 is the crucial to attract youth towards the company but needed some contemporary changes, one of which was that Chanel featured big celebrities in its advertisements, so as to attract youth towards itself. Chanel featured Nicole Kidman in its advertisement in 2005 so as to attract youth population of United States towards itself. In 2012 the celebrity which featured in the advertisements of Chanel was Brad Pitt, who promoted Chanel No5 perfume. According to Schiffman et al. (2014) advertisement is one medium that can change customer personality and attract customer towards the product or brand that is being advertised. So, this was how the concept of consumer personality was used by Chanel to promote Chanel No5 perfume.

REFERENCES

Loudon, D.L. and Bitta A.J. Della, consumer behaviour, 4th edition, 2002, Tata McGraw Hill, New Delhi.

Herlihy, J,(2005), CHANEL 2004 Company of the Year: Excellence in Packaging, Beauty Packaging Magazine.

Schiffman, L, O'Cass, A, Paladino, A, Carlson, J 2014, Consumer behaviour, 6th edn, New South Wales,

Pearson Australia.

Quester, P, Pettigrew, S & Hawkins, D 2011, Consumer behaviour: implications for marketing

strategy, 6th edn, McGraw-Hill, North Ryde NSW.