Ch. 16 - Advertising, Public Relations and Sales Promotion

Chanel is world known company. The brand is exclusive and has strong equity and loyalty. To advertise their products, they take advantage of the most of the multimedia platforms like Internet, magazines, billboards, department stores, social media, and commercials. Chanel’s history is a big point of the advertising, they do not produce a new product every two days like a lot of other brands. Chanel spends millions on advertising media. They use a lot of celebrities and models for these advertising such as Marilyn Monroe, Suzy Parker, Ali McGraw, Catherine Deneuve, Carole Bouquet, Kate Moss,

Brad Pitt, Nicole Kidman, Gisele Bundchen, and many others. In the article by Alle Connell for Style Caster we can read:

“2012: Brad Pitt is Inevitable. The needle swung back to simple, minimalist ads as Brad Pitt became the first man to front a No. 5 campaign. Stark in black and white, with the bottle in color, the perfume—and, therefore, the woman who wears it—is positioned as the star here, with Brad as the gorgeous accessory. This is underlined further in the oft-joked about television commercial; the story is about the Chanel No. 5 woman and the romantic, adventurous feelings she inspires in the object of her affection, rather than about Brad Pitt himself.”

“2014: Gisele. Supermodel Gisele became the face of No. 5 in this simple, yet utterly iconic ad. Reclining in a lit-up number 5 wearing a simple black dress and lots of diamonds, Gisele is naturally beautiful, confident and glamorous—the perfect No. 5 woman for the decade. Mademoiselle Chanel would no doubt approve.”

The public relations is the element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern and executes programs to gain public understanding and acceptance. Chanel has done many donations and has been sponsors frequently. Chanel was created by a most remarkable woman, Coco Chanel. Through her own philanthropic endeavours founded a heritage of charitable interest at the company that continues today. The support of The Society of Memorial Sloan-Kettering's Cancer Center continues the tradition, a tradition that forms the foundation of good corporate citizenship. Also, they are part of a lot of different charities and help to raise money for good causes.

Chanel is exclusive brand and expensive and its does not offer many sales for the public. Sometimes there are private sales for certain collection and it is only for VIP guests. However, Chanel’s fragrances and makeup usually are sold by big departments stores, and depending on those stores as well as the time of the year, customers might be an offer, for example, some Christmas sales. Chanel also produces some limited edition products, which will motivate the customers to buy their favourite products immediately. Like The Monsieur de Chanel: Chanel's First Dedicated Men's Watch, which will be available this June. It will be limited edition of 300 pieces, $34,500- $36,000.