The problem posed here is: how did the Amazon evolve and promote product development to increase sales? To address this problem, we'll explore: - the opportunities and threats to the environment, strengths and weaknesses of Amazon, the targets chosen and positioning, and the adaptation of the marketing mix related products online.
The creation of Hermes does not meet market expectations. Indeed, Hermes does not meet the demand of consumers, can buy fresh waters; Amazon remainder of the extract, water, perfume or toilet water.
Targeting and positioning Amazon are not in agreement, in effect, the wishes of Hermes in relation to their target customers are not transcribed in positioning, in terms of product and communication.
Thus, the communication, for perfume Amazon is not large enough and consistent with the objectives intended by the company, Hermes. Hermes does not carry quite the Asian market, through the Amazon online. In fact, Asian women create a strong development potential.
To break the image that young people can have the Hermes brand, namely a classical and old-fashioned idea of luxury, while benefiting from the expertise and brand awareness, we recommend creating a mark parallel to Hermes, like "X, by Hermes. Thus, the population under 35 years not a mark reserved for them.
In terms of product, brand Hermes has to maintain its Amazon while changing its marketing mix, to match its actual target, which would become a more mature population.
Tags: Hermes, Amazon, marketing strategy, marketing mix
[...] A line of products will be added in the cosmetic medium (massage oil, body lotion, bath oil . • In terms of price, they are more affordable, to match the trend of young people to buy quality at lower cost. • In terms of communication, it would be necessary to find a muse, corresponding to the desired new image, that is to say, a dynamic young woman who is tender, feminine, sensual . A study on women showed that the ideal muse would be Penelope Cruz. [...]
[...] • Targeting and positioning of Amazon are not in agreement, in effect it wishes that Hermes relative to their target customers should not be transcribed in the positioning, in terms of product, and communication. • Thus, the communication, for perfume Amazon, is not large enough and consistent with the objectives intended by the company, Hermes. • Hermes does not carry quite the Asian market, through the Amazon online. In fact, Asian women are more westernized, and create a strong development potential. [...]
[...] Women looking for quality products. ? Consumption of perfume is growing faster than the standard of living. ? Today, it is not necessary to be rich and educated, to consume the fragrance of the criterion level of education appears to be the main determinant of the deed of purchase, for income and age; perfume has a very high penetration rate and is the gateway to luxury. ♣ At market ? Europe is the world's largest market fragrance ( 1.5 billion euros), mainly distributed in France, Italy and Germany. [...]
[...] There is a sharp decline in sales from Amazon, volume and value ? In addition, Hermes does not grow enough in the Asian market, with only 0.3 million € turnover business, compared to France, with 1.6 million € Euros. ♣ Marketing Strategy ¬ Targeting ? This is quite restrictive because it only affects active young women 20 to 35 years, belonging to a high CSP. ¬ Positioning ? The desired positioning, by Hermes, does not match the position perceived by consumers. [...]
[...] Advertising has less influence on consumers. ? The latter are looking for discreet scents, light and floral, so we can see the rise of the cool waters, and colognes. ♣ Level of competition ? Many brands are developing their strategies around a rollout and a budget of limited communication; the rise of Kenzo is the perfect example Its threats ♣ In economic ? Therefore there is a decline in the propensity to consume, in fact, women are buying fewer and cheaper. [...]
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