THANG LONG UNIVERSITY

ENGLISH DEPARTMENT
END-OF-TERM ASSIGMENT

MARKETING PLAN FOR THE PRODUCT

“DIOR ADDICT LIP GLOW” OF
CHRISTIAN DIOR COMPANY

INSTRUCTOR: Lecturer NGUYỄN TƯỜNG MINH

MEMBER: NGUYỄN THỊ THUỲ LINH - A41756
NGUYỄN KHÁNH HUYỀN - A41787
NGUYỄN HOÀNG HẢI - A42199

Hanoi, June 2024

TABLE OF CONTENTS
PART 1. MARKETING SITUATION ANALYSIS.........................................................1
1.1. Macroeconomic factors.............................................................................................1
1.1.1. Introduction...........................................................................................................1
1.1.2. Macroeconomic analysis......................................................................................1
1.1.3. Socio-Cultural factors...........................................................................................1
1.2. Microeconomic factors..............................................................................................2
1.2.1. Economic growth..................................................................................................2
1.2.2. Inflation.................................................................................................................2
1.2.3. Unemployment rate:.............................................................................................2
1.2.4. Interest rates:........................................................................................................3
1.2.5. Exchange rates:....................................................................................................3
1.2.6. Government policies:............................................................................................3
PART 2. MARKETING REALITY OF THE PRODUCT DIOR ADDICT LIP
GLOW ...............................................................................................................................4
2.1. Present target customers...........................................................................................4
2.2. Marketing mix activities............................................................................................4
2.3. Advantages and disadvantages of current marketing activities for Dior Addict
Lip Glow products......................................................................................................6
PART 3. MARKETING PLAN FOR DIOR ADDICT LIP GLOW (6/2024-12/2024)....8
3.1. Target Market:...........................................................................................................8
3.2. Setting Goals for the Target Market based on SMART:........................................8
3.3. Marketing Mix Plans:................................................................................................8
3.3.1. Product:................................................................................................................8
3.3.2. Price:....................................................................................................................9
3.3.3. Place:..................................................................................................................10
3.3.4. Promotion:..........................................................................................................10

TABLE OF FIGURES
Table 3.1. The color collection by DIOR website....................................................................9
Table 3.2. The price by amazon website.................................................................................10
Table 3.3. Singer Jisoo – DIOR 2023’s Global Ambassador..................................................11
 INTRODUCTION
Christian Dior, a major name in luxury fashion and cosmetics, has long been
associated with elegance, sophistication, and innovation. Among its classic products,
Dior Addict Lip Glow stands out as a must-have beauty necessity, showcasing the brand's
devotion to excellence and allure. This unique lip balm flawlessly blends skincare and
beauty advantages, delivering hydration, color enhancement, and a natural shine in a
single stroke. Dior Addict Lip Glow, with its color-changing technology and nourishing
composition, appeals to modern consumers seeking simple beauty solutions that enhance
their natural attractiveness.
As a pioneer in the fashion and cosmetics industries, Christian Dior Company has
constantly set the bar for excellence and inventiveness. With a rich history stretching
back to its inception by Christian Dior in 1946, the firm continues to uphold its
reputation of luxury and innovation under the direction of visionary designers and beauty
specialists. Christian Dior Company has built a global reputation for elegance and
refinement through timeless designs, superb craftsmanship, and cutting-edge beauty
products, making it a sought-after brand among discerning consumers all over the world.
In this marketing plan, we will look at the methods and efforts used to promote and
enhance Dior Addict Lip Glow's market presence. By utilizing the brand's tradition,
prestige, and devotion to perfection, we hope to strengthen its position as a must-have
beauty essential and drive continuous development and success in the competitive beauty
sector.
PART 1. MARKETING SITUATION ANALYSIS

1.1. Macroeconomic factors

1.1.1. Introduction
In today's dynamic business environment, understanding and analyzing
macroeconomic factors is crucial for developing effective business and marketing
strategies. This section will delve into two key macroeconomic factors, namely economic
conditions and socio-cultural trends, and their interconnectedness with the business and
marketing aspects of Dior Addict Lip Glow, a flagship product of Christian Dior Inc.
1.1.2. Macroeconomic analysis
 Economic factors
 The economic landscape greatly influences the success and profitability of Dior
Addict Lip Glow. Factors such as GDP growth, inflation rates, and consumer
spending patterns directly impact the purchasing power and behavior of
consumers.
 GDP Growth: A robust GDP growth typically correlates with increased consumer
confidence and higher disposable incomes, which can stimulate demand for
luxury beauty products like Dior Addict Lip Glow. Conversely, stagnant or
negative GDP growth may dampen consumer spending and pose challenges for
market expansion.
 Inflation Rates: Fluctuations in inflation rates can affect production costs, pricing
strategies, and ultimately, the affordability of Dior Addict Lip Glow. High
inflation may erode consumers' purchasing power, necessitating careful pricing
adjustments to maintain market competitiveness without sacrificing profit
margins.
 Consumer Spending: The level of consumer spending, especially on non-essential
items such as cosmetics, directly impacts the demand for Dior Addict Lip Glow.
Understanding consumer preferences and behaviors regarding beauty products is
essential for crafting targeted marketing campaigns and product offerings.
1.1.3. Socio-Cultural factors
 Socio-Cultural Trends:

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  The socio-cultural landscape shapes consumers' perceptions, preferences, and
purchasing decisions, presenting both opportunities and challenges for Dior
Addict Lip Glow.
 Beauty Trends and Preferences: Evolving beauty trends, such as the growing
emphasis on natural ingredients and sustainable beauty practices, influence
consumer preferences for cosmetics products. Dior Addict Lip Glow can
capitalize on these trends by highlighting its unique formulations and skincare
benefits in marketing campaigns.
 Celebrity Endorsements and Influencer Marketing: In today's digital age,
celebrity endorsements and influencer marketing play a significant role in shaping
consumer perceptions and purchasing behavior. Collaborations with influential
figures who align with Dior Addict Lip Glow's target audience can enhance brand
visibility and credibility, driving sales and market penetration.
1.2. Microeconomic factors
1.2.1. Economic growth
Economic growth serves as a key determinant of consumer purchasing power and
overall market demand. In periods of economic expansion, consumers tend to have
higher disposable incomes, making them more inclined to indulge in luxury beauty
products like Dior Addict Lip Glow. Consequently, Dior's marketing strategy emphasizes
the product's premium quality, unique features, and association with luxury, targeting
affluent consumers who are willing to invest in high-end cosmetics to enhance their
beauty.
1.2.2. Inflation
Inflation can influence pricing strategies for Dior Addict Lip Glow. High inflation
rates may necessitate price adjustments to maintain profitability, potentially affecting the
product's positioning in the market and its perceived value relative to competitors.
Moreover, inflation can impact consumer purchasing power, influencing demand for
luxury cosmetics.
1.2.3. Unemployment rate:
The unemployment rate directly affects consumer confidence and spending
behavior. High unemployment rates may lead to reduced demand for non-essential items,

2
 including luxury cosmetics like Dior Addict Lip Glow. Conversely, low unemployment
rates typically correlate with higher consumer spending, presenting opportunities for
targeted marketing efforts to attract affluent consumers.
1.2.4. Interest rates:
Fluctuations in interest rates can impact consumer borrowing and discretionary
spending. Lower interest rates may incentivize consumers to invest in luxury items,
including cosmetics, thereby benefiting the marketing and sales of Dior Addict Lip Glow.
Conversely, higher interest rates may dampen consumer spending, requiring strategic
adjustments in marketing tactics to maintain product demand.
1.2.5. Exchange rates:
Exchange rate fluctuations affect the cost of importing and exporting goods, which
can impact the pricing and availability of Dior Addict Lip Glow in international markets.
Currency devaluation may make imported luxury cosmetics more expensive for
consumers, potentially reducing demand. Conversely, favorable exchange rates can
enhance the product's competitiveness in global markets, facilitating international
expansion and marketing efforts.
1.2.6. Government policies:
Government regulations on cosmetics, such as safety standards and advertising
guidelines, influence the marketing and distribution strategies of Dior Addict Lip Glow.
Compliance with regulatory requirements is essential to maintain consumer trust and
brand reputation. Moreover, government initiatives to promote domestic manufacturing
or support small businesses may impact supply chain management and production costs,
affecting the product's marketing strategy and pricing decisions.
In conclusion, macroeconomic factors play a significant role in shaping the business
and marketing strategies of Dior Addict Lip Glow. Understanding and effectively
responding to these factors are essential for achieving sustained success and market
competitiveness in the dynamic beauty industry.duct demand.

3
PART 2. MARKETING REALITY OF THE PRODUCT DIOR ADDICT LIP GLOW

2.1. Present target customers

Dior Addict Lip Glow is more than a lipstick; it's a symbol of timeless elegance and
modern allure. Embraced by a diverse array of customers, its appeal spans generations
and continents, uniting individuals drawn to its luxurious charm and innovative formula.
For beauty connoisseurs, Lip Glow represents sophistication and quality. Its
customizable hue and nourishing ingredients elevate it beyond mere makeup, earning it a
place among their most prized possessions.
Millennials and Gen Z, enamored by its effortless chic, see Lip Glow as a statement
of self-expression. Its sheer tint and social media presence make it a coveted must-have
in their beauty repertoire.
Across the globe, Lip Glow captivates those who appreciate luxury and indulgence.
Its sleek packaging and association with the prestigious Dior brand make it a coveted
item for the discerning elite.
Yet, Lip Glow's allure isn't just skin-deep. Skincare enthusiasts are drawn to its
nourishing ingredients, viewing it as a holistic beauty essential that enhances both their
lips and their well-being.
In essence, Dior Addict Lip Glow's target customers are a diverse mix of individuals
united by their appreciation for beauty, innovation, and luxury. Whether they seek
sophistication, self-expression, or skincare benefits, Lip Glow casts a radiant spell that
transcends boundaries and captivates hearts worldwide.
2.2. Marketing mix activities
 Product
At the core of Dior Addict Lip Glow lies its meticulously crafted product offering.
Positioned as a premium lipstick, it boasts a unique formula that adapts to the pH of the
lips, creating a bespoke hue for each wearer. This innovative feature, coupled with its
hydrating properties, elevates Lip Glow beyond traditional lipsticks, offering a
transformative experience that enhances natural beauty while nourishing the delicate skin
of the lips.
 Price

4
 Central to Dior's marketing strategy is the careful consideration of pricing. Addict
Lip Glow is positioned as a luxury product, commanding a premium price that reflects
the brand's esteemed reputation and commitment to quality. This pricing strategy not only
reinforces the product's exclusivity but also communicates its value proposition to
discerning consumers who seek nothing less than the finest in beauty.
 Place
In terms of distribution, Dior adopts a multi-channel approach to ensure broad
accessibility to Addict Lip Glow. From Dior boutiques and department stores to specialty
beauty retailers and online platforms, the product is strategically placed where its target
audience frequents. This omni-channel presence not only maximizes reach but also caters
to diverse consumer preferences, ensuring that Lip Glow is readily available to those who
seek it.
 Promotion
Promotion plays a pivotal role in amplifying the allure of Dior Addict Lip Glow.
Through captivating advertising campaigns, featuring celebrity endorsements and
evocative imagery, Dior creates a sense of desire and aspiration around the product.
Moreover, the brand leverages digital platforms and influencer collaborations to engage
with its audience on a more personal level, fostering a sense of community and dialogue
around Lip Glow.
 People
The success of Dior Addict Lip Glow is further bolstered by the dedication and
expertise of its people. From knowledgeable sales representatives to skilled beauty
advisors, Dior invests in training its staff to deliver personalized customer service. Their
guidance not only assists customers in finding the perfect Lip Glow shade but also
enhances the overall shopping experience, fostering lasting connections with the brand.
 Process
The seamless purchasing process and premium packaging of Dior Addict Lip Glow
serve as tangible evidence of its value proposition. From the moment of discovery to the
unboxing experience, every touchpoint reinforces the brand's commitment to luxury and
elegance, leaving a lasting impression on its discerning clientele.
 Physical Evidence

5
 At every turn, Dior Addict Lip Glow presents tangible evidence of its quality and
prestige. The sleek packaging, adorned with the iconic Dior insignia, conveys a sense of
luxury and sophistication. Moreover, the product's premium formulation and
transformative effects serve as further testament to its status as a coveted beauty
essential.
2.3. Advantages and disadvantages of current marketing activities for Dior Addict Lip
Glow products
 Advantages
Dior's marketing activities surrounding Lip Glow are a masterclass in captivating
consumers. Through meticulously crafted advertising campaigns, often featuring
celebrity endorsements and evocative imagery, the brand effectively communicates the
product's unique selling points. These campaigns create a sense of desire and aspiration
around Lip Glow, appealing to consumers' emotional desires for beauty and luxury.
Moreover, Dior's omni-channel distribution strategy ensures Lip Glow's widespread
availability, meeting consumers where they shop, whether in Dior boutiques, department
stores, or online platforms. This accessibility not only maximizes the product's reach but
also caters to diverse consumer preferences, ensuring that Lip Glow is readily accessible
to its target audience regardless of their preferred shopping channel.
The brand's investment in training knowledgeable sales representatives and beauty
advisors further enhances the shopping experience. These individuals provide
personalized assistance to customers, guiding them in finding the perfect Lip Glow shade
and understanding its benefits. By fostering meaningful connections with customers,
Dior strengthens brand loyalty and trust, ensuring that Lip Glow remains a coveted
beauty essential in consumers' arsenals.
 Disadvantages
Despite its success, Dior's marketing strategy surrounding Lip Glow is not without
its challenges. One potential drawback lies in the brand's overreliance on traditional
advertising channels. While captivating campaigns featuring celebrity endorsements have
their merits, there is a growing need to diversify marketing efforts and embrace digital
platforms more fully. In an increasingly digital age, digital marketing channels such as
social media and influencer collaborations offer opportunities to engage with consumers

6
more intimately and authentically, fostering a deeper sense of community and connection
around the product.
Additionally, despite Lip Glow's widespread availability, there may be geographic
regions or niche markets where the product is not as readily accessible. Identifying and
addressing these distribution gaps through targeted expansion efforts could unlock
untapped market potential and broaden Lip Glow's reach to new consumer segments.
In conclusion, Dior Addict Lip Glow's success is not solely attributed to its
exceptional formulation but also to the strategic marketing activities that surround it.
While the brand's efforts have undoubtedly yielded positive results, there are
opportunities for further optimization and innovation. By embracing digital marketing
channels, addressing distribution gaps, and continuously enhancing the shopping
experience, Dior can solidify Lip Glow's position as a timeless beauty staple coveted by
consumers worldwide.

7
PART 3. MARKETING PLAN FOR DIOR ADDICT LIP GLOW (6/2024-12/2024)

3.1. Target Market:

Dior Addict Lip Glow's target market is a varied group of people. This comprises
Young Urban Professionals (YUPs), urban women aged 20 to 35 who value quality and
are prepared to invest in premium beauty products to boost their natural attractiveness.
Social media savvy consumers, who actively engage with platforms such as YouTube,
Instagram, and TikTok to remain up to date on beauty trends and product suggestions
from influencers, also make up a sizable component of the target demographic.
Furthermore, Fashion-Conscious Millennials, who are distinguished by their great sense
of style and admiration for goods that complement their aesthetic and lifestyle, are
important targets. Finally, Beauty Bloggers and Influencers play an important role in
building excitement and interest in the product among their followers and the larger
beauty community. These segments collectively represent a dynamic and engaged
audience ready to discover and adopt Dior Addict Lip Glow into their daily routines.
3.2. Setting Goals for the Target Market based on SMART:
To increase sales for Dior Addict Lip Glow, we developed a thorough SMART
strategy geared to our target group. Our goal is to boost sales by 15% over the following
six months. To track our achievement, we will regularly monitor monthly sales figures
and conduct surveys to examine our target audience's expertise and purchase habits. Our
goal is possible by forming influencer alliances and implementing targeted social media
campaigns aimed at increasing brand awareness and driving sales. By connecting our
marketing initiatives with consumer insights, we will highlight aspects that our target
market values, such as nourishing benefits and color-adjusting technology. With a clear
timeline in place, including quarterly milestones for evaluation and adjustment, we are
committed to meeting our sales objective on time.
3.3. Marketing Mix Plans:
3.3.1. Product:
To increase the attraction of Dior Addict Lip Glow and pique customer attention, we
propose various strategic enhancements. To begin, we recommend adding seasonal colors
and exclusive collections to create excitement and cater to changing consumer tastes. By
offering a wide range of hues, we hope to extend our appeal and keep our product line

8
 new and contemporary. Second, we recommend stressing Dior Addict Lip Glow's
hydrating and conditioning characteristics to appeal to health-conscious consumers.
Highlighting the nourishing properties of our formula portrays our product not only as a
beauty enhancer, but also as a skincare necessity. Finally, we recommend using
sophisticated and visually appealing packaging to improve the product's overall
appearance and appeal. By combining exquisite designs and Instagram-worthy
packaging, we can increase the perceived value of Dior Addict Lip Glow and encourage
customers to share their purchasing experiences on social media, thereby increasing
brand awareness and engagement.

Table 3.1. The color collection by DIOR website

3.3.2. Price:
To strengthen the elite image and perceived worth of Dior Addict Lip Glow, we
propose a three-pronged price strategy. To begin, we maintain a premium pricing strategy
that is consistent with the brand's luxury market positioning. This will maintain the
product's exclusivity and attraction for discerning buyers. Second, consider giving special
bundles, such as Lip Glow duos with complimentary Dior lip liners or small skincare
kits. These value-added bundles not only stimulate purchases, but also upselling, giving
consumers more value and improving their whole experience with the company. Finally,
we offer exceptional discounts to members of our loyalty program and during specific
promotional times. By rewarding repeat purchases and encouraging brand loyalty, these

9
 discounts help to build our relationship with clients and reinforce their devotion to the
Dior Addict Lip Glow line.

Table 3.2. The price by amazon website

3.3.3. Place:
To increase the market visibility and accessibility of Dior Addict Lip Glow, we offer
a complex strategy. First and foremost, we intend to strengthen our retail partnerships
with prestigious retailers such as Nordstrom, Sephora, Neiman Marcus, and Harrods. By
developing stronger relationships with these high-end department shops and luxury
retailers, we assure prominent shelf placement and increased visibility for our product,
boosting its exposure to discerning consumers. We also want to optimize our e-commerce
platform, improving customer experience through straightforward navigation, tailored
product recommendations, and frictionless checkout processes. This project intends to
increase direct-to-consumer sales by responding to the needs of today's buyers who value
convenience and accessibility. Furthermore, we intend to increase brand awareness
through pop-up stores in trendy urban locations, as well as participation in premium
beauty events and festivals. By connecting directly with customers and providing unique
brand experiences, we develop stronger ties and loyalty while increasing brand
recognition in important regions.
3.3.4. Promotion:

10
 To increase brand visibility and interaction, we will create a comprehensive digital
marketing approach for Dior Addict Lip Glow. First and foremost, we plan to form
strategic alliances with famous beauty influencers and content providers consisting of
Kylie Jenner and Michelle Phan. Collaboration with these notable people allows us to
promote Dior Addict Lip Glow in tutorials, reviews, and sponsored articles, reaching a
larger audience of beauty aficionados while leveraging their authority and impact to
boost brand awareness and product adoption. Additionally, we want to spend in targeted
social media advertising on platforms such as Instagram and Facebook. We intend to
generate visitors to our online store by using precise demographic targeting and engaging
ad creatives to efficiently convert social media interaction into sales. Furthermore, we
will launch a Brand Ambassador Program
aiming to invite singer Taylor Swift in
Music Industry and Jennifer Lawrance in
Film Industry, enlisting people from a
variety of backgrounds and industries to
genuinely represent Dior Addict Lip Glow
and spread brand messaging through their
networks. Finally, we esteblish initiating
interactive initiatives to increase
consumer participation and develop a
sense of community. Examples include
user-generated content contests and
virtual try-on experiences.

Table 3.3. Singer Jisoo – DIOR 2023’s

Global Ambassador

11
 CONCLUSION
The Dior Addict Lip Glow marketing plan exemplifies a strategic approach focused
at increasing brand visibility, engaging consumers, and driving sales growth for Christian
Dior. We hope to appeal to our target market's preferences and needs by using the
product's novel features, such as color-adjusting technology and nourishing formula. Our
target market comprises young professionals, social media-savvy consumers, fashion-
conscious millennials, and beauty influencers. We strive to create meaningful brand
experiences, stimulate consumer interaction, and nurture brand loyalty by combining
influencer collaborations, social media advertising, retail partnerships, and interactive
campaigns. Furthermore, measures such as releasing new hues, improving product
formulation, and optimizing packaging help to strengthen the product's appeal and value
proposition in the market. With a focus on measurable objectives, timely execution, and
ongoing evaluation, we are confident in our ability to meet our sales targets and
consolidate Dior Addict Lip Glow's status as an industry must-have. As we move
forward, we are committed to honoring Christian Dior Company's tradition and providing
unique beauty experiences that resonate with people throughout the world.
 REFERENCES
Smith, J. (2020). Macroeconomic Analysis: Principles and Applications.
Doe, A. (2018). The Economics of the Cosmetics Industry.
Johnson, M. (2019). Global Trade Dynamics in the Beauty Sector.

Dior. (n.d.). Dior Addict Lip Glow. Retrieved from

https://www.dior.com/en_us/beauty/products/dior-addict-lip-glow-Y0996214.html
Christian Dior Addict Lip Glow. Amazon. (n.d)
https://www.amazon.com/dior-addict-lip-glow/
Dior. (2023, January 1). Dior Addict Lip Glow: The new must-have for a natural and radiant
glow [Press release].
https://www.showstudio.com/collections/pre-collections-2023/christian-dior-fall-2023/press-
release-christian-dior-fall-2023-womenswear