Ch. 15- Marketing Communications

Chanel uses advertising, public relations, personal selling and social media as a promotional strategy. Over hundred years they are able to convince target customers that the goods and services offered provide a competitive advantage over the competition. The products have unique futures like the timeless designs, excellent customer service, and high products quality. Because of the history of the brand, they have earned prestige on the world level, where almost everybody desires their products.

Promotional strategy is closely related to the process of communication. In this process meanings are exchanged or shared through a common set of symbols. For example, when Chanel develops a new product or changes an old one they have to communicate with their clients. They use both: Interpersonal communication and mass communication. The first one is more direct, for example when a sells person communicates with a specific customer at the store, they are able to see they reaction immediately, they also can send them an email or give a call when products they looking for arrived in the store. The mass communication involves a large audience. Chanel uses, in that case, social media, fashion shows, and advertising.

They are several goals of promotion Chanel uses all of them. Informative promotion, stimulate interest in new products. Persuasive promotion, stimulate customers to purchase products. Reminder promotion is used to keep their products and their brand in the public’s mind. Connecting promotion helps forms relationships with customers; in that case, social media platforms are the best for it.  A classic model for reaching promotional goals is called AIDA concept. It is important to first gain attention, after that to build interest; next step is to focus on building desire. That is, you want the potential customers thinking, “ I really want and need this product.” You conclude with a specific call to action that potential customer can take to purchase the product.

I think a great way Chanel uses advertising is for example through those little short movies with famous actors and models. They really build the desire to be one like one of them and to wear the same perfume like did Nicole Kidman in “Her kiss, her smile, her perfume” She represents luxury, beauty, feminist and is well known by all woman.