Market Segmentation of Dior

We hear of these luxury brands as kids, and they stay “og” until we are old. Seriously, what brand makes clothing, cosmetics, accessories, jewelry, perfume, etc. all at once. The brand that we are going to be talking about in this blog is incredibly iconic. It was established on December 16, 1946, in none other than Paris. Starting from a fashion show of about 90 looks to having revenue of 45 billion euros in 2020, this brand is astonishing. Christian Dior is our conversation topic today. We are looking at marketing tactics that this company has utilized over time to unravel the story behind its success.

First and foremost, we are going to take a look at the segmentation strategy of Dior.

Natalie Portman, a talented actress that most people adore is the character of this ad. And the advertisers have been smart about it, hiding easter eggs that only Portman’s fans will understand.

In the movie ‘Closer’, there is a scene about Alice and Dan. Both of their acting is so beautiful and powerful in that exact scene. Dan confesses love to Alice. The latter vocalizes her thoughts about how love should be something deeper than simple words. The most innocent phrase “where?” comes out of her mouth. As in where is the love that people describe, because it can not be seen, or touched, or felt.

That is what comes to one’s mind while watching this advertisement. When her man tells her that he loves her, she tells him to prove it. And during the rest of the ad, we basically see different scenarios of their story. We see her jumping in the ocean, them running around their house, the beach. We observe them around the Eiffel tower, which is located in the city of love.

Towards the end of the video, we see how the word ‘love’ is written on the beach sand. That is a crazy yet adorable action for a loved one. And in the end, the lovely Natalie asks the audience the measures that they would take for love.

And then we finally see the product that this video is advertising. It is the ‘Miss Dior’ perfume.

What can we gather from this ad?

The first and most obvious hint that we get is the focus on attractiveness. We see Portman in countless scenes, in different looks, all of which are simply gorgeous.

Making sure to experience special moments is the next message that we have received. No one would casually decide to write ‘love’ on the beach with their car. This is not only a bonding experience with friends but also a unique surprise to a significant other.

The last thing worth mentioning is the unique main location, Paris. That is an urban city full of life and excitement. Going to the beach or the woods anywhere away from the city is appealing. But that can not last longer than a brief getaway.

At this point it becomes obvious that the segment that Dior has chosen to target is Chardonnays.

What do we know about this segment?

Lifestyle and values.

One of the most important distinguishing factors of Chardonnays is their optimism. They truly enjoy spending time and making memories with their friends and loved ones. They are always ready to take upon new adventures. They believe that their optimism provides them with a practical outlook on life. However, outsiders might say that this optimism is pretty much equal to naiveness.

Another significant value for Chardonnays is attractiveness. They live for having a beautiful perception from the people surrounding them. It is especially important for Chardonnays to look stunning for the opposite sex.

You know those people that look effortlessly beautiful, and you think they woke up like that. But in reality, they have spent a great amount of time getting ready. Chardonnays are those people. Utilizing a nice style is another additional aspect worth mentioning.

​Chardonnays are pretty outgoing as well. They love hanging out with different groups of people and visiting all sorts of places. Their social circle is a great reflection of their personality.

​This segment believes that there is a higher power out there. It does not necessarily have to be God, but any spiritual power, something greater than us.

​Chardonnays are passionate about foreign cultures, and this is another aspect they add to their social life. They highly enjoy associating with foreign friends because they can learn a lot. What better way to learn about foreign cultures than from locals?

​This segment has to stay up-to-date about news or fresh trends going on in the world. That adds a lot to their intelligence. And, of course, their friends can learn a lot from them as well, which brings color to their confidence. After all, being different and standing out is a unique power.

Chardonnays are mainly young adults that live in urban areas. Living in a city comes with lots of fun and excitement. They also enjoy going to small towns and getting away from the madness. However, that can not last longer than a weekend.

Attitude to shopping.

Because Chardonnays deeply care about their looks, they tend to shop a lot. Shopping almost acts as a lifestyle for this segment. Hence why, Chardonnays are always surely on top of all the trends. Most of the time, they purchase whatever they want. If that item seems to be expensive, Chardonnays will save up for it.

This segment enjoys high-quality products. Thus, the clothes and other purchases they make are always of good quality. Quality over quantity is the way to go for this segment. Luxury items that have their logos embroidered are a no-no for Chardonnays. They love to stay classy and elegant instead.

Advertisements have to be entertaining in order to catch the attention of Chardonnays. There has to be some sort of meaningful message in an advertisement for this segment to even consider making a purchase.

Simple and mainstream ads annoy Chardonnays. They prefer attention-catching and engaging ads instead. For example, billboards with fun texts can easily sell a product to Chardonnays.

​Interesting facts about Chardonnays.

• Hobbies should be contemplation of their personality. The gym or exercising consistently is a common interest for them.​
• They lead a very energetic social life
• Nightlife is an essential element of their social life​
• Shopping is another go-to leisure activity and acts as a way of self-rewarding
• They are active media consumers, and mainly seek information on the internet.
• They love sharing their life with the people that they care about
• Chardonnay Girls are above average TV consumers and adore looking through magazines

16 Personalities (what is for your business?)

Chardonnays are positive, energetic and optimistic people, who love trying new things, pay a lot of attention to their looks, and have an outgoing lifestyle. They are stylish, seek adventures, and consider themselves spiritual. 

Dior has found a perfect segment, representatives of which will value their products and maximize profits. Chardonnays is only one of many, as the range of buyer personas is much wider. Want to get more on this?

With the book 16 Personalities, you will discover a new world full of opportunities and endless potential for your business to grow. The detailed descriptions of all buyer personas will give you solutions to your marketing problems and help put emphasis on features your segment loves.

Next up, we are going to look at the positioning plan of Dior.

The most important point to mention here is that Dior is a high-end brand, and the latter clearly identifies itself as such. As a perfume brand, Dior has a particular focus on the illustration of women. The main societal perception of women is these beautiful, perfect, and successful creatures who seem to have it all together. And that is exactly what Dior shows its audiences.

For example, ‘Miss Dior’ is a realistic picture because it has an image of a young woman. Her appearance is not far from reality, so it normalizes that not all women match ‘perfection’ stigmas.

‘Miss Dior’ showcases Natalie Portman as a modern princess. These days, amazingly enough, women have gained lots of confidence. Thus, the messages that brands like Dior are spreading justify that spirit.

Lastly, we are going to touch upon the marketing mix of Dior.

Let’s define the Marketing Mix beforehand. Marketing Mix is a concept that includes a company’s product, pricing, place, and promotion. Because all of those words start with the letter ‘P’, Marketing Mix is also sometimes referred as to as the 4Ps.

Let’s discuss them one by one.

Product:

As it has already become apparent, Dior is a high-end brand. Its consumers are of high-class that are trying to have fun with their style. The initial collection of Dior was out in 1947. It attained so much hype that people started calling it “New Look”. Dior mostly markets goods for women. However, some portion of Dior’s products is for men and kids.

The product category range of Dior is incredibly wide. It offers shoes, jewelry, watches, make-up, skincare, and perfumery.

The amazing ‘Sauvage’ that everybody adores attracts male consumers. ‘Miss Dior’ that gives an elegant feel is the usual preference of women.

Place:

Dior has a great presence in over two hundred and ten destinations throughout the globe. Dior stores accompany the dreamy cities that everybody dreams of walking around. Among those are New York, London, Paris, Beijing, Tokyo, etc.

Paris, the city of love, is the most important location for Dior, as it is where the Headquarter of the company stands. Dior utilizes not only retail stores in the international market but also online shops. The staff that works at Dior stores goes through excessive training to gain the necessary skills for customer service.

The outlet locations of Dior are not by any means behind. Those stores are still exquisite, inviting, and comfortable. The decorations of Dior stores are mainly in different shades of grey. All customers of Dior must leave the store happy.

Pricing:

Dior creates excellent quality items. It only makes sense that as a luxury brand, its products are pricey. The target customers of Dior are people that have a differing graceful taste and the means to satisfy it.

This company has managed to gain many loyal consumers along the way. They always come back because they trust the company and adore their products. This company has a high status, and many consumers value that.

These loyal consumers obviously contribute to Dior’s maintenance of high prices. They help uphold the brand’s status allowing the latter to keep making and selling high-end things.

Promotion:

One of Dior’s main goals has always been establishing trust between consumers and the brand. The company pays special attention to its consumers by updating them on certain events via email. It even gives loyal customers to participate in pre-sales.

Celebrities like Blake Lively, Madonna, and Natalie Portman have promoted the brand by using it outside their homes.

Because Dior’s primary target audience is premium clients, its advertising should also reflect that. This is why Dior has appeared in fantastic magazines such as Vogue.

But of course, staying up-to-date with new marketing methods is also essential. Dior also has a good presence on its social media platforms.

To sum up, the fantastic Dior that we know is genuinely worthy of all its accomplishments. This blog did a deeper analysis of its marketing tactics to reveal its successful background. We constantly come up with fresh content about other awesome companies on our main website. To learn more, make sure to scroll down our main page.

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