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Revitalisierung von klassischen Luxusparfums am Beispiel des Damenduftes "Opium" von Yves Saint Laurent

Revitalisierung von klassischen Luxusparfums am Beispiel des Damenduftes "Opium" von Yves Saint Laurent

          
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About the Book

Bachelorarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,2, Hochschule RheinMain, Sprache: Deutsch, Abstract: Alles ist im Fluss. Unsere Gegenwart ist geprägt von einem Klima raschen sozialen Wandels, stetiger wirtschaftlicher Veränderungen und globaler politischer Entwicklungen und Ereignisse. Alle diese Faktoren haben auch Auswirkungen auf die Parfumindustrie. Mit ihren Trends spiegelt sie oftmals gesellschaftliche Tendenzen in feinen Nuancierungen wider. Parfums gehen mit der Zeit. Parfums sind Ausdruck gesellschaftlicher Stimmungen. Die Schnelllebigkeit der modernen Informationsgesellschaft und die Flut neuer Produkte und Marken sowie ihre hohe Austauschbarkeit untereinander machen es notwendig, eine Marke laufend an ihre veränderten Wettbewerbsbedingungen anzupassen. Als eine Reaktion der Unternehmen auf die sich wandelnden Rahmenbedingungen der Markenführung zeigt sich in den letzten Jahren verstärkt die Revitalisierung von traditionsreichen Marken. Die Sicherung der Marktposition von Unternehmen, die Reduzierung von Kosten und Risiken und der mögliche Gewinnzuwachs machen die Wiederbelebung von Marken besonders attraktiv. Auch die Konsumenten profitieren von dem "Revitalisierungstrend" indem sie in einer schnelllebigen Welt ihren musealen Bedürfnissen folgen und sich an traditionsreichen Marken als "Zeitanker" orientieren können. Das Ziel dieser Arbeit besteht darin, Ansatzpunkte für die Revitalisierung von klassischen Luxusparfums am Beispiel des Damenduftes "Opium" von Yves Saint Laurent (YSL) aufzuzeigen. Der Schwerpunkt liegt hierbei auf der Bewertung des Wiederbelebungspotentials von "Opium" als Produkt und darüber hinaus auch als Marke und der Benennung sowie der kritischen Würdigung marketing-politischer Maßnahmen. Im ersten Teil der Arbeit wird der deutsche Parfummarkt unter Berücksichtigung des Segments Damen-Parfums/Düfte näher betrachtet, um dem Leser ein grundlegendes Verständnis über die Rahmenbedingu


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Product Details
  • ISBN-13: 9783656208860
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656208867
  • Publisher Date: 04 Jun 2012
  • Height: 210 mm
  • No of Pages: 38
  • Series Title: German
  • Weight: 63 gr


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