creative Chanel Coco mademoiselle perfume, templates/outlines; Target Audience; Brand Position; Brand Imperatives; Communication Objectives (FACETS model); Consumer Insight; Proposition Selling Idea; Support).
Coco Chanel: Mademoiselle perfume
Coco Chanel's Mademoiselle perfume is targeted at a youthful, fashion-conscious consumer whose style is still evolving. The first demographic of interest is that of 20-24-year-old women, who have just start working. Mademoiselle may be their first 'grown-up' perfume purchase. More mature women in the age 25-28-year-old group will also be targeted. These women have been living independently for longer but are also fashion and trend-conscious and strive to project a youthful appearance. Men who are dating women in this demographic and buy perfume for their girlfriend are also in the target category.
Because it is marketed at a younger audience with shifting brand allegiances and relatively lower disposable levels of income (younger people were particularly hard-hit by the recent recession), the positioning...
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