Dior J`adore Perfume Essay Example | Topics and Well Written Essays - 2000 words

Dior Jadore Perfume - Essay ExampleAs Jadore is a luxury item, it adds to the personality of women customers. The important features and attributes of the product high gearlighted by the company are femininity, sophistication, and emotion. The other features are its everlasting fragrance, better quality, innovation, and its shuffling name. The company offers free shipment for a particular range of Jadore products. Tester facility is provided to the customers, to test the perfume as a demo. They as well as offer attractive sale offers on particular occasions like Christmas. During Christmas season Dior offers combination like lotion with perfume. Women, who have high income, are the main consumers of Jadore. The products come in models like JAdore LAbsolu, JAdore Anniversaire En Or, JAdore Lor, JAdore Leau. Customers are ready to spend more time in search of the product, because once they use it they ever so go for the same product, and they identify themselves with the picture o f feminity in the perfume. They never go for a different or substitute product, because of its unique fragrance and quality. The product has been in the market for the last ten years. Flimsy bottle caps sometimes with decorated gold ribbon, brilliant, transparent and unique crystal bottle throw, and attractive letter design of the word Jadore are the distinctive features of the product packing. They also use luxurious, clean, contemporary image of celebrities on the package.Dior follows the pricing strategy of competitive pricing, ie they set the price according to the prices set by their competitors. They also adopt premium pricing strategy for particular product range, to highlight the products exclusiveness. The product faces competition from Chanel, Guerlain, Cartier, Lancome, Prada, Givenchy, Calvin Klein and Angel de Thierry Mugler. The perfume industry faces tight competition. Chanel is one of the well established companies in France, which always offers high quality perfume s, at high prices. But the prices of Jadore and its competitors are almost similar. So there will not be much difference for the customers in making compensation for the product. Jadore has a USP (Unique Selling Proposition), driven by emotions, which make it impossible to compare with the products of its competitors. The long lasting fragrances, the prestige that the brand name of Jadore gives when women apply it, the confidence she feels when it adds to her personality makes the product a unique one, which is very difficult for the competitors to imitate. The targeted customers are women who earn high income. Once they like the product, they