In the elective module “Luxury Brand Management” our master’s students had the chance to work with a real big player in the luxury goods market: Dior.
The module Luxury Brand Management was taught by the brand expert and programme director, Prof.Dr. Simone Roth and the task, the students had to work up, was to discover, analyse and evaluate psychology and characteristics of Dior make-up and perfume consumers. The first step was the market analysis of the perfume and make-up market, the size of the market and the competitive setup. In international small teams the students worked intensively over a period of four months on make-up and perfume consumers.
With the help of the qualitative marketing research techniques, their knowledge and perception to the brand, the interest and motivation, as well as personal and social values of the Dior consumers were identified.
The results were successfully presented in front of the Business responsible Marketing Team in June 2016 and will be implemented in the future marketing measures of the brand Dior, Germany.
Our students got very positive feedback from the Marketing Director of the Christian Dior Perfumes Germany, Catharina Christe: “Academic sound process, new, useful insights for our business and easy to handle project.” (Catharina Christe, Marketing Director Christian Dior Parfums – LVMH Parfums und Kosmetik Deutschland.)
