Distribution points

When talking about « beauty » at Sephora, it clearly isn’t skin deep. As a department Europe’s leading suppliers of luxury Louis Vuitton Moet Hennessy (LVMH) this retailer has carved a deep niche in the global beauty market has become a major presence across 24 countries and hundreds of retail center on the internet. In the United States and Canada, Sephora has grown to over 280 stores a little more than a decade. Its unique open-store sales environment, staffed by a group of beauty experts, to provide customers – who the company says its « customer » -direct access a wide range of products, including skin care, color, fragrance, bath and body.

Sephora is a world-renowned chain of cosmetics stores, taking chain business model. Sephora cosmetics sales broke the previous model and is similar to supermarket open-shelf model so that the audience is freely to choose the products they need. There are trained BA who can solve you personally answer questions and give you recommendation.

For product display, Sephora is very strict, the headquarters will be the expert group specifically designed programs for all products on display, each shop must be in strict accordance with the company issued the document. Throughout the implementation process by the manager responsible for the supervision, which is the mysterious visitor and internal audit discipline Inspections. Besides promotions, Sephora all topicsare unified planning of promotional activities by the headquarters, which will give the store a unified promotional transfer rules, and posters and decorative renderings. After receipt of the shop must be at a specified time within the adjustment completed. Under this guidance, the theme will replace the star counter quarterly main product. Promotions this world of high-end cosmetics retail giants are not the same, he is currently only doing basic activities for members, each member of the so-called special activities are only members exclusive benefits and discounts.

Today, online shopping has become a fashion trend, it established the official website of Sephora shopping channels. To a certain extent, the brand influence has deeply increased through the network of media, compared with the price of store, the official website will hold some discount activities, will also introduce full capacity free shipping activities. Disguised draw the consumer awareness. Categorized official website of the product is very clear and intuitive and features product reviews. The audience have a good experience and understanding, but also ad hoc special edition of the quarterly beauty including a variety of information.

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http://www.sephora.com/about-us

Written by Jiawei Xu

CHANEL N°5 market segmentation

Introduction to CHANEL NO.5

Chanel No. 5 was the first perfume launched by French couturier Gabrielle « Coco » Chanel. The chemical formula for the fragrance was compounded by Russian-French chemist and perfumer Ernest Beaux. Chanel perfume has six series, of which t No5 is the most classic perfume. Chanel No.5 is the first bottle of perfume, coalescing luxury and elegance, and demonstrating encourage and daring of women, totally broke the traditional spirit of perfume.

Market segmentation and target market

Market Segmentation means to divide the marketplace into parts, or segments, which are definable, accessible, actionable, and profitable and have a growth potential. In other words, a company would find it impossible to target the entire market, because of time, cost and effort restrictions. Chanel products have been all over the world, to become ladies chasing top brands, in which Chanel NO.5 is one of the biggest brands.

Depend on gender and age, Chanel No5 is specially built for women. Those women over 30 age have high income become the main target groups. They need to smell good and need to attract attention by others. They want to appear youthful and fresh. Chanel No5 provide a special smell which bring more spontaneous confidence and chance to women. Based on the report, a large number of young people prefer to purchase luxury which lead to Chanel to relax the age of the target market in the future marketing. Those women between 18 and 25 are playful and sparkling and romantic. They want to be distinctly youthful, with classic undertone. Men perfume market cannot be ignored. Bleu de Chanel is design for those who want to be more Freshness, energy, confidence and dominance over other men. Bleu de Chanel means“unexpected masculine spirit”. It is for high income earners like corporate climbers and symbol of driven, motivated for success.

Chanel market from single to multiple meet needs of different people. Every piece of merchandise is more like a work of art and reflect the distinctive taste.

Literature:

https://prezi.com/mnmh4elbxvma/market-segmentation-of-chanel/

http://economictimes.indiatimes.com/definition/segmentation

Written  by : Jiawei XU