Comm296

The project proved a rewarding experience and although the task seemed somewhat daunting at first, I was rather pleased with the manner in which our team resolved its efforts. Everyone worked very well together and committed themselves to the project’s execution.

At the beginning of our group project, there were essentially no problems. However, once we started to make a project video that day, group members began to raise some concerns. The project video is based on the group’s first two assignments. We carefully read the comments and feedback from the professor and deliberated over of how to improve the geographical segmentation. We discussed in greater detail and specifies before the activity began. We discussed the company’s current environment, and the ways of improvement of the current 4Ps.

Firstly, we had an authentic context in this project; it would lend itself to practice in the real world; secondly, we had good cooperation; thirdly, we took a creative approach to the activity and had a high interaction from our team members.

From this video assignment, I learned a lot about how to design a pragmatic and reliable activity to market products. From this teamwork experience, I learned that teamwork is a two-sided coin, possessing both positive and negative potential. Together, a group can accomplish much quickly in a short duration of time, but effective leadership requires careful management and close attention to the subtleties of group dynamics. If problems are not handled well, resentment and dissatisfaction can destroy partnerships and team progress. As a team member, I think this ability and experience will be quite precious and important education in similar future endeavors.

When it comes to “CHANEL”, even in the case of male customers who have a limited knowledge or interest in fashion they are nevertheless aware of the brand. Chanel’s visibility and popularity resides in its appeal to the imagination; this appeal has been carefully designed or concocted by the company. Up until now, Chanel has prevailed for nearly a century. “Chanel represents a kind of style, a unique style of enduring”. Coco (one of the perfume) possesses a searching spirit, a set way of viewing the world, a dignity that is untouchable. Advertising has thus created a certain personage for Chanel. The Chanel Lady has ‘nothing in common with romantic heroines doomed to be martyrs to love’ and ‘more than anything values her hard won freedom, a freedom she defends at every turn’. Chanel Lady’s personality and emotional direction and strength drive the brand’s essence.

Why do people fall in love with the Chanel brand? Why is the brand so trusted? There are two main marketing strategies which have secured Chanel’s success.

Chanel has mastered the customer’s psychology but also devotes attention to finely packaging its products. For example, in order to meet the increasing demand of the customer, a successful business enterprise will invariably open a few upscale fashion shops and trendy boutiques in a certain area which allow customers try their product in a relaxed and comfortable environment. The key to Chanel’s success is not only selling a product but also selling its concept of beauty and feminine makeover.

While wealthy people buy private jets, yachts, and Louis Vuitton bags, ordinary white-collar folk also enjoy the sweet atmosphere of a Coco perfume. Luxury brands have invaded the pages of fashion magazines, movies, Internet, window displays and have gradually penetrated into Chinese life. There has been a steady rise in China’s luxury consumer market. Luxury goods have proven to sell well in Asia. In Asian culture, I believe, the merchant’s social status is somewhat low,  Asian people respect wisdom, power, influence and confidence of character. But in contemporary society, the merchant’s status is becoming more accepted, and luxury is becoming the symbol of status and a successful businessman. These are cultural interpretations.

There is a fundamental need to acquire social identity. The consumer hopes that through luxury one can establish an ideal social relationship or become a status symbol, and even in some cases one can improve their social status. Chinese culture has a buying public who pays close attention to the social aspects of society and the evaluation and opinions of others. This mindset has largely driven luxury consumption. If luxury wins “face”, Chinese will buy it. Chinese people like to go with the flow, there is a need for a sense of security, a need to know one belongs to a group. If a package is a symbol of belonging then there is a buyer who will buy it. Such truths have largely driven the consumption of luxury goods in China.