Marketing and Advertising - Tiếng anh | Trường Đại học Thủ đô Hà Nội

HANOI METROPOLITAN UNIVERSITY
FACULTY OF FOREIGN LANGUAGES
ENGLISH FOR BUSINESS COMMUNICATING (2022-20 3 2 ) FINAL ASSIGNMENT: INDIVIDUAL Group : 03 Student’s name : Nguyen Thi Nhat Linh Student’s code : 219601126 Class : NNAD2019B
Course instructor : Trinh Phan Thi Phong Lan (M.A)
Hanoi, 1s tNovember 2022 TABLE OF CONTENTS 1.
What is the definition of marketing, and advertising? How are they
different? .................................................................................................................. 3
1.1. The definition of marketing ......................................................................... 3
1.2. The definition of advertising ....................................................................... 3
1.3. The difference between marketing and advertising ................................. 3 2.
Name some main marketing tools that are mostly used in business
nowadays. ................................................................................................................. 4
2.1. Traditional marketing communication ...................................................... 4
2.2. Digital Marketing Communications ........................................................... 4
2.3. Social media marketing ............................................................................... 5
2.4. Advertising marketing tools ........................................................................ 5 3.
Choose a company you know well (not the company you have done as
weekly assignment): ................................................................................................ 5
3.1. Analyze the Marketing Mix ......................................................................... 5
3.1.1. Product.................................................................................................... . 6
3.1.2. Place ........................................................................................................ 8
3.1.3. Price ......................................................................................................... 9
3.1.4. Promotion .............................................................................................. 10
3.2. Investigate the distribution channels ........................................................ 11
3.3. Advertising activities of that company recently ...................................... 11
3.3.1. Fall 2022 Women's Campaign .............................................................. 11
3.3.2. The Dior Art of Gifting (Winter 2022) ................................................. 12
REFERENCE ........................................................................................................ 14 Page 2
1. What is the definition of marketing, and advertising? How are they different?
1.1. The definition of marketing
Marketing is a business activity concerned with identifying, anticipating, and
satisfying customer needs. Effective marketing strategies help businesses determine how
best to serve their customer base, while maximizing revenue.
1.2. The definition of advertising
Advertising is a business where a company pays to place its message or brand in a
particular location. Businesses leverage advertising to promote their products and services
for sale, as well as establish corporate culture and build brands. When used correctly and
strategically, advertising can drive customer acquisition and drive sales.
1.3. The difference between marketing and advertising
The main difference between these two business practices is that advertising is a
part of marketing. A successful marketing strategy often devotes resources to advertising
at multiple levels, injecting the company's marketing communications activities into different media types.
To dig a little deeper into this question, it would be helpful to consider the differences
between paid, owned, and earned media:
• Paid Media – This type of media involves a company paying a publisher to place
marketing information. Examples of paid media include billboards, broadcast and
print advertising, search engine advertising, social media advertising, and direct mail or email.
• Owned media – This type of media involves a company using its own channels to
place marketing communications. Examples of owned media include retail,
business websites and blogs, brochures, corporate social accounts, and press releases.
• Earned Media – This media type involves external communications about a
company from third party actors. Examples of earned media include online reviews,
articles or magazines, social media endorsements, customer demonstrations, and
other types of external publicity. Page 3
As pointed out above, advertising is usually limited to the paid media domain. That's
the inherent nature of advertising as a business practice—putting a message or building a
brand in return. In other words, when businesses advertise, there is usually a price tag attached.
On the other hand, effective marketing strategies can have an impact on paid, owned,
and earned vehicles. By successfully identifying customer wants and needs—and assessing
how best to meet them—marketing controls how a company advertises in paid media.
Marketing also dictates how a company communicates through owned media, not to
mention how it interacts with others through earned media.
2. Name some main marketing tools that are mostly used in business nowadays.
2.1. Traditional marketing communication
Traditional media - such as billboards, banners, newspapers, magazines, television,
radio and phone directories - involves marketing tools such as paid print advertising,
commercial advertising, and advertising. trade and press releases. This approach focuses
on driving a one-way sale and relies on reaching large numbers of people to ensure success.
Advertising with publications and networks is an expensive marketing tool that makes
analyzing your return on investment extremely important.
2.2. Digital Marketing Communications
Computer software engineering can reach potential customers with targeted,
measurable communication activities. Specific digital media marketing tools include
search engine optimization, mobile marketing, interactive online advertising, opt-in emails,
and online partnerships such as affiliate marketing and sponsorship.
A key component of digital marketing tools is web analytics, which provides
information about internet users' online activities, IP addresses, and search keywords. This
information can then be used to create targeted advertising campaigns to reach your
business' core audience. To get started with digital media marketing, you may want to hire
a digital media marketing agency skilled in putting your brand on the web's advertising network. Page 4
2.3. Social media marketing
Social media marketing is a subset of digital media marketing. However, the goal of
social media marketing tools is to develop online relationships, interacting with customers
rather than mining confidential customer data. Specific examples of social media
marketing tools include blogging, tweeting, posting, sharing, networking, pinning,
bookmarking, sharing media, and commenting on media sites social media like Twitter,
Facebook, LinkedIn, Pinterest, Reddit and YouTube. Social media marketing levels the
playing field for small companies and individual entrepreneurs by providing low-cost tools with high potential returns.
2.4. Advertising marketing tools
Promotional items, such as brochures, business cards, press kits, websites,
informational videos, and merchandise, are tangible marketing tools. Some of these
sections include large amounts of detailed information and highlight attributes of your
product or service; Business cards and trade show gifts can only display the company logo
and provide contact information. In addition to increasing sales, promotional items help
build brand awareness, but cost is a factor when choosing these items.
3. Choose a company you know well (not the company you have done as weekly assignment):
3.1. Analyze the Marketing Mix
Christian Dior SE is commonly referred to as Dior and is associated with retail and
lifestyle sector. It is a luxury brand that caters to an upper class section of society and to
people who are fashion conscious. This French brand is a public company and was founded
in the year 1946 by renowned fashion designer Christian Dior. Presently the company is
controlled and chaired by Bernard Arnault and serves a global area. Some of its rival companies are as follows: • Prada • Yves Saint Laurent • Gucci • Chanel • Burberry Page 5
In this content, I will analyze Dior's Marketing using the marketing mix 4Ps: Product, Place, Price and Promotion. 3.1.1. Product
Dior is a luxury fashion brand and was born to meet the sophisticated style of the upper
class. It has maintained its position as the creator of Haute-Couture, an internationally
recognized division. Its first collection was launched in 1947 and became known as “New
Look”. The Dior label includes products primarily for women, but the company has Dior
Homme for men and Baby Dior for children.
Dior designs and markets leather goods, ready-t -
o wear, footwear, fashion accessories,
watches, jewelry, makeup, fragrances, and skin care products. Miss Dior and Poison are
some of the popular fragrances for women and Sauvage, Jules and Higher cater to men's
preferences. The company manufactures concealer, foundation, powder, blush, mascara,
eye primer and primer, lipstick, lip gloss, and several other products in its makeup range.
Toners, serums, scrubs, masks are available as part of a skin care regimen. For examples: Page 6
▪ Make up products:
▪ Skin care products: Page 7 ▪ Perfume:
▪ Ready to wear: 3.1.2. Place
Dior products are exclusive and original. They are available in nearly two hundred and
ten locations around the world. In Asia, it is available in 19 locations, In Europe 45
locations, In the Middle East 8 locations, 48 locations in North America, 6 locations in
Oceania, 4 locations in South America and 1 location in the Caribbean and Africa. Dior Page 8
franchise stores are located in prime locations in key cities such as New York, London,
Tokyo, Beijing and Paris. The company's headquarters are located in Paris in France. Dior
sells all its products through its chain of retail stores on the global market and also through
the various online stores at dior.com. The company believes in direct selling and has an
efficient workforce that is trained, competent and provides professional services.
Dior's retail stores are spacious with elegant ambience and relaxed atmosphere. The
shelves are decorated in fifty-six variations of gray. The shops are in key points to gain
maximum advantage and its windows are beautifully decorated. The brand believes in
direct selling and each customer is considered exclusive and handled primarily through prior appointments. 3.1.3. Price
Dior markets its products to the elite and high-income class with a guarantee of quality
and exclusive creations. It is aimed at elegant customers with a difference in society. Since
its products are of high quality, it has adopted a high price policy for its products. Dior has
developed a trust-based relationship with its customers, and it is these high-profile clients Page 9
that keep the company alive and thriving thanks to its high prices. Dior has always aimed
for exclusivity and their customers realize this fact and therefore do not hesitate to buy
Dior products at high prices because at the end of the day it is a status symbol seen with a Dior product. 3.1.4. Promotion
Dior is all about trust and relationships. The brand rewards regular customer loyalty by
sending the latest news about its products via email or mail. It also offers pre-sale
invitations to select a select number of people as exclusive and regular buyers. Dior has a
website that provides relevant information easily and interested customers can purchase
products through its online stores. Ziyi Zhang, Blake Lively and Madonna are among the
celebrities who have appeared in public wearing this brand.
Since advertising is such an important aspect of marketing, Dior has posted its ads in
professional magazines such as fashion magazines that cater to high-end clients. Its
advertising emphasizes elegance and quality and is broadcast on both social media and electronic. For examples:
▪ Dior Promotion Week: Page 10
▪ SAUVAGE EdP - Dior Event & Promotion
3.2. Investigate the distribution channels
Dior distributes its products through various channels such as exclusive stores, e-
commerce sites, multi-brand stores and high-end supermarkets to provide products
globally. The Christian Dior Couture Group has more than 4000 stores globally with a
presence in 35 countries globally.
3.3. Advertising activities of that company recently
3.3.1. Fall 2022 Women's Campaign
With her Dior Fall 2022 line, Maria Grazia Chiuri initiated the dialogue between
Dior's history and the contemporary world, now brought to life through group portraits
taken by Alice Mann. The campaign reflects a new sense of self-assertion, highlighting
strong, diverse femininity. It pays homage to the fascinating figures that have contributed
to Monsieur Dior's success, from sister Catherine to muse Mizza Bricard and loyal
collaborator Marguerite Carré.
The Dior family's iconic canvas bags have been transformed into a symbol of
sisterhood - in keeping with the main inspiration for this line, namely the uniform - with Page 11
the motto “L'union fait la force” (“Strength Through Unity”) adorns dresses and coats,
along with the iconic Dior Bookbag. The bold look comes to life in front of the South
African artist's camera, embodying fundamental values like solidarity and sharing.
The final surprises are the not-to-be-missed Lady D-Joy, Lady Dior, Dior Vibe and
Diorcamp, all of which are the quintessence of Dior style. These images are imbued with
a collective force that celebrates the heritage, vision and creativity of the house of Dior.
3.3.2. The Dior Art of Gifting (Winter 2022)
This festive season, dreams become reality
under the Dior stars of Le Château de La Colle
Noire. Discover the magic of the Dior holiday
gifting experience and offer a piece of a dream with
an enchanting selection of gifts, sets and services. Page 12
The J’adore flowers are released and unfurl in a new sensual, powerful and
enveloping fragrance: eau de parfum infinissime.
An endless burst of flowers released in a bouquet that diffuses their scent infinitely:
notes of Centifolia Rose, Jasmine Sambac, Ylang-Ylang, and Grasse Tuberose are refined
by the woody accents of a creamy Sandalwood accord.
Familiar yet surprising, like a sensual sister of the sunny J’adore eau de parfum, the
fragrance becomes "infinissime," like its infinite trail. Page 13 REFERENCE
Công ty TNHH Truyền Thông và Giáo Dục Thời Trang Style Republik (2022) Dior đã
triển khai chiến lược Marketing mix (4P) ra sao? Available at: https://style-
republik.com/dior-da-trien-khai-chien-luoc-marketing-mix-4p-ra-sao/.
FALL 2022 WOMEN’S CAMPAIGN - News and Events - News & Défilés | DIOR (no date).
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and-events/fall-2022-womens-campaign.
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https://www.scribd.com/document/433623608/English-for-Marketing-and- Advertising-pdf.
Mar B. (2022) Chiến lược Marketing của Dior. Available at: https://brademar.com/chien- luoc-marketing-cua-dior/.
Nguyễn C.A. (2022) Marketing so với Quảng cáo: Sự khác biệt là gì? . Available at:
https://vietmoz.edu.vn/marketing-va-advertising/.
Phân tích Chiến lược Marketing của Dior – Thương hiệu thời trang cao cấp (2022).
Available at: https://amis.misa.vn/56291/chien-luoc-marketing-cua-dior/.
Valades, B. (2022) What is Dior’s marketing strategy? | BluCactus. Available at:
https://blucactus.blue/diors-marketing-strategy/. Page 14