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IMC for Chanel
It is incredible to see how drastically the marketing landscape has changed since a decade. The very mediums of communication on which companies and brands previously relied on (TV, magazines, newspaper advertisements, radio) have now pretty much taken a backseat and new and innovative platforms have taken their place (Duralia, 2018). The contemporary marketing approach realistically places consumer above all and has thus given birth to Integrated Marketing Communication or IMC (Bruhn and Schnebelen, 2017).
In the words of Schultz and Kitchen, IMC is defined as “a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications program with consumers, customers, prospects, employees and other relevant internal and external audience”
Long Story Short!
IMC uses all forms of promotion to achieve the highest impact of the intended communication. In layman terms, it uses different platforms to deliver the same message. The goal of IMC is short-term financial return and long-term brand value (Duralia, 2018).
The marketing, thanks to the combination of materials and campaigns become more effective through IMC (Šerić, 2017). In terms of financial budget, it becomes much better as brands can reuse elements across platforms. The consistency in the messages shared uniformly across all platforms makes it more credible thereby increasing the impact of IMC (Henninger, Alevizou and Oates, 2017).
To sustain in today's competitive environment, brands cannot restrict themselves to a single communication method (Duralia, 2018). Thanks to the advancements in the technology, the emergence of social media platforms has given a sense of revival to many brands (Šerić, 2017). This article is oriented towards understanding the context of IMC in facilitating the luxury industry. Hereafter, IMC applied by Coco Chanel which is the crown jewel of French Brands and is a highly sought-after brand by many across the globe will be discussed.
The World of Luxury Perfume Brands
When making up a list of presents for a loved one, a luxury perfume is certainly on the shortlist. What is it about a scent that has such an emotional resonance?
To seek the answer one can turn to the brand that stands among the top crème-del-a-crème. Coco Chanel. The brand has been eternally known to create fragrances from the hard to harvest, unique and rare, ingredients. However, more than that it is the prestige that is associated with this brand (Jones, 2016). Chanel is one of the oldest brands that has stood ahead of its times and shares immense clientele amongst American and Chinese patrons (Forbes, 2020). The power and dominance of Chanel in the luxury brand segment can be witnessed from the fact that despite their stubborn policy of not selling their apparels through online platforms, although other products like perfumes, watches and cosmetics can be bought through their official website, the company has never seen a dip in their sales and has always emerged with flourishing bottom-lines (Reuters, 2020).
Well, a look into the IMC strategy of Chanel can help us decipher this.
Understanding the changing customer trends – The rise and popularity of social media platforms did not go unnoticed to Chanel. The brand was quick to realize that the customer is strongly influenced by what they see online. Thus, to deepen their customer engagement they will have to use social media platforms effectively.
Harnessing the power of Social Media – Chanel has official accounts on all popular social media platforms.
With all the communication tools in place, the brand has its task cut. Define the message and send it through all the communication channels.
What does Chanel focus on?
Chanel living up to its luxury and classy association NEVER promotes the selling of its products! Yet, Chanel's products sales cross billions worth of revenue.
Chanel’s content and marketing are all about its products, style quotient and the visual appeal they produce.
For instance, the brand posted content on September 2, 2020, for its famous perfume, over popular social media channels of Facebook and Instagram
The similar content is shared through its YouTube Channel and applications of #Chanelperfume over Twitter.
That's IMC as best explained through the above example.
Inside Chanel – The story that has successfully engaged its audience
INSIDE CHANEL, is perhaps the most impactful marketing campaigns running till date for the brand. The company has created a series of small chapters that through its unique narrations takes its viewers through the memory lane to strengthen the association and define what makes Chanel a brand so Classy! Promotion of this content is done across all its online platforms.
The IMC strategies followed by Chanel lead to the brand reaching an outstanding level of loyalty from its customers and makes it the most influential luxury brand on social media. The company despite having gone through a trying time in the event of COVID-19 still stands optimistic of giving profitable figures when the pandemic settles and customers seek to return to their favourite brand for shopping.
Bruhn, M. and Schnebelen, S. 2017. Integrated marketing communication – from an instrumental to a customer-centric perspective. European Journal of Marketing, 51(3), pp.464–489. [online]. Available at https://www.emerald.com/insight/content/doi/10.1108/EJM-08-2015-0591/full/html?fullSc=1. [Accessed 14 Sep. 2020]
Duralia, O. (2018). Integrated Marketing Communication and Its Impact on Consumer Behavior. Studies in Business and Economics, 13(2), pp.92–102. [online]. Available at https://content.sciendo.com/configurable/contentpage/journals$002fsbe$002f13$002f2$002farticle-p92.xml. [Accessed 14 Sep. 2020]
Forbes (2020). Chanel. [online]. Available at https://www.forbes.com/companies/chanel/#2a9afa831ca2 [Accessed 14 Sep. 2020].
Henninger, C.E., Alevizou, P.J. and Oates, C.J. (2017). IMC, social media and UK fashion micro-organisations. European Journal of Marketing, 51(3), pp.668–691. [Online] Available at http://eprints.whiterose.ac.uk/95481/. [Accessed 14 Sep. 2020]
Jones, A. (2016). Chanel and Chanel No. 5. BCOM Best Business Research Papers, 9, pp.60–70. [Online]. Available at https://business.journals.uvic.ca/index.php/bcomrp/article/view/33. [Accessed 14 Sep. 2020]
Reuters (2020). Chanel warns coronavirus impact will linger on luxury sector. [online]. Available at https://www.moneycontrol.com/news/world/chanel-warns-coronavirus-impact-will-linger-on-luxury-sector-5425261.html [Accessed 14 Sep. 2020]
Šerić, M. 2017. Relationships between social Web, IMC and overall brand equity. European Journal of Marketing, 51(3), pp.646–667. [online]. Available at https://www.emerald.com/insight/content/doi/10.1108/EJM-08-2015-0613/full/html [Accessed 14 Sep. 2020]
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