Kenzo Marketing Strategy
The Marketing Mix (the 4Ps)
In analyzing any marketing strategy of a product in the market, it’s a necessary to talk about the elements of marketing mix that play an important role for developing marketing strategies. These elements like product, price, promotion, and place, are the essentials in deciding the appropriate strategies to come up with a business in a country.
• Products
Kenzo as a fashion brand, it has a variety of line products starting from perfumes, accessories and fashion wearing designed to men, women and kids. It is a necessary to spread in a new country because of its products that can be used every day. To spread or find a new country we must do a research about the country and if they accept these kinds of fashion. New
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In our case, because of our brand is luxury and fashionable, we must take into consideration the economy situation of the country we want to expand in it. And, the potential buying power of customers that may buy these products. Also, we must pay attention about political rules that control the cost of entering such a new product to the market, because such costs will affect the price. Not to forget to study about competitors and their strategies about pricing. As we talk about the new perfume, Kenzo World we find that the price of 2.5 OZ is 63 $. Also, 1.5 OZ is 50 $. The main competitor of Kenzo and the strongest is Carolina Herrera GOOD GIRL 2.7OZ by 91 …show more content…
After analyzing the country locations and cultures, we can shoes where Kenzo stores will be located. Off course, we must know about the customers target places because this kind of product needs a different place than other normal product. In our case, we can find Kenzo in the big Malls, under name Kenzo. We find it in ABC Ashrafieh Mall for women, Kenzo kids in Beirut Souks, Kenzo Boutiques in Downtown and Jounieh.
• Promotion
To influence a customer toward a luxury product is some hard. Promotion takes the customers attention to a concept that this is the product we are searching for. Some kinds of promotion we must use, like promotional events using a visual advertizing Medias, printing media. Not to forget that the brand Kenzo is a promotion by itself. Since it is a new perfume that talks about the EYE collection, a advertizing promotional video about Kenzo World, including a women talking by her eyes. The main concentration was about her eyes.
The 3 Cs
1- The customer, current, potential and
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