FACULTY OF BUSINESS AND MANAGEMENT

PRE DIPLOMA

INTRODUCTION TO BUSINESS ( MGT 028 )

INDIVIDUAL ASSIGNMENT

NAME: NOR ARISHA AFRINA BINTI MOHD AMIZI

STUDENT ID: 2023412054

COURSE CODE: BA003

PREPARED FOR: MADAM ZARINA BINTI KAMARUZAMAN

 TABLE OF CONTENTS

NO. CONTENT PAGE

1.0 NAME OF THE PRODUCT 3

2.0 INTRODUCTION OF THE PRODUCT 3-4

3.0 SIMILAR PRODUCT 4-5

4.0 USEFULNESS OF PRODUCT 5

5.0 PERFORMANCE 5-6

6.0 PROCESS 6

7.0 FEATURES 7

8.0 RELIABILITY 7, 8, 9

9.0 STRATEGIES 9-10

10.0 DURABILITY 10

11.0 PRODUCT QUALITY 10-11

12.0 AESTHETIC 11-12

13.0 ADVANTAGE 12-13

14.0 WEAKNESSES 13

15.0 CONCLUSION 14

16.0 APPENDICES 15

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1.0 NAME OF THE PRODUCT

MISS DIOR PERFUME

2.0 INTRODUCTION OF THE PRODUCT

This is Dior logo

In 1947, Miss Dior was born out of a wild impetus where the pressing desire to re-
enchant the lives of women and open up their eyes, once again, to the sparkling colors of
love was felt. Following a bleak period, at that time this scent was synonymous with
renewed happiness, poetry, and harmony for Christian Dior.

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Miss Dior intrigues, excites and invites us to marvel at love and all the beauty in the
world. Echoing its inspiring character, the new Miss Dior fragrance is like an olfactory
“millefiori”. Centifolia Rose, with its honeyed and peppery notes, reigns over a
delectably creamy velvet heart. It is embroidered with fresh Lily-of-the-Valley notes, an
apricot-tinged Peony accord, and powdery Iris notes. Miss Dior is thus built around an
elegant, striking bouquet—like a “millefiori” that seems to carry countless flowers in
endless colors.

At the base, slight notes of tender wood envelop the composition. The couturier's
fragrance, Miss Dior eau de parfum, is adorned with a new poignard fabric bow—a few
centimeters of pure luxury is tied around the bottle's neck. The new Miss Dior Eau de
Parfum now boasts a vibrant, pointillist haute couture bow, with a truly unique
assortment of florals. Beneath the bottle, the emblematic Miss Dior houndstooth motif is
engraved in the glass.

3.0 SIMILAR PRODUCT

Libre is the first floral lavender whose scent’s sleek essence is built on bold tensions.
Between the sexy and the cool. Between a quintessentially masculine structure and an
ultra-feminine heart. 4
The elegance of Paris and the vibrancy of New York, where it was conceived, after 7
years and 1500 variations by IFF’s Master Perfumers Anne Flipo and Carlos Benaïm.

The burning sensuality of noble orange blossom from Morocco contrasts with the
aromatic freshness of the sustainably-sourced Diva lavender heart from France
revealing at every spray the ultimate emotion these precious materials can express.

4.0 USEFULNESS OF PRODUCT

The Miss Dior fragrances take you on stunning olfactory strolls through oceans of
multicolored petals and fragrant floral bouquets. They capture a precious gift of nature:
a promise of happiness endlessly renewed.

5.0 PERFORMANCE

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Christian Dior SE (French: [kʁistjɑ̃ djɔʁ]), commonly known as Dior (stylized DIOR),
is a French multinational luxury fashion house controlled and chaired by French
businessman Bernard Arnault, who also heads LVMH. Dior holds 42.36% shares and
59.01% of voting rights within LVMH.

The company was founded in 1946 by French fashion designer Christian Dior, who was
originally from Normandy. Haute couture is under the Christian Dior Couture division.
Delphine Arnault has been the CEO of Christian Dior Couture since 2023.

6.0 PROCESS

“ The new Miss Dior Eau De Parfum celebrates velvety and sensual Roses heightened
by a fresh Lily-of-the-Valley and a spicy Peony, wrapped in a powdery Iris.” `More
flowers, more, more`. Seemingly embriodered with a thousand blossoming flowers, the
new Miss Dior Eau de Parfum has the extraordinary Grasse Rose at heart. From the
our partner domains, this flower-symbol is an ode to a unique terroir. An invitation to
wake up to the beauties of nature.

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7.0 FEATURES

Dior prided himself on the handwork in his creations, especially when the craft
generates formal possibility. Here, the stitches that anchor each pleat can actually be
seen. Signs of artisanry, they are not obsessively hidden. The chypre fruity fragrance
blends notes of strawberry, rose, mandarin orange, jasmine, patchouli, sandalwood,
amber, oak moss, and vetiver. This scent is what signature scents are made of.

8.0 RELIABILITY

While I wouldn't necessarily call myself fussy with fragrances (I'll wear anything from
sweet gourmands to deep, smoky scents), when it comes to designer fragrances, I'm
somewhat of a snob. It's not that I don't think they're all gorgeous. It's just that I think
they're kind of, well, basic.

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I'm defining the term "designer fragrances" as scents created by fashion houses in a
bid to make some cash—the sort sold on every high-street counter and advertised on the
sides of buses.

Created for the masses, they are totally inoffensive and purposefully blended to appeal
to everyone. As a beauty editor with an affinity for scent, I like my perfumes to throw
people off and evoke a sense of curiosity. This trait isn't something I would typically
associate with mainstream designer fragrances.

Besides the occasional spritz of my summer go-to, Estée Lauder Bronze Goddess, I used
to considered myself finished with designer fragrances. In fact, I haven't kept a single
one in my collection for years. I was over that stage of my beauty life—my taste had
matured. I had compiled a collection of beautifully unique, inspirationally chic, and
shockingly expensive niche perfumes, and there was nothing that could tempt me away
from it—at least, until Dior launched Miss Dior Eau de Parfum.

A few weeks later, I caught myself complimenting someone else's fragrance, only to be
told that, once again, it was Miss Dior Eau de Parfum. This perfume has now piqued my
interest on countless occasions this summer. I've had friends asking me if I have any
spare bottles lying around that they could use, I've attended two weddings where the
bride had chosen it as her special scent, and I've seen it all over my Instagram and
TikTok feeds. It has become such a talking point of my summer, in fact, that I recently
decided to dig my own bottle out and give it a run for its money. Since doing so, I've had
basically everyone I encounter ask after it.

The scent itself is a warm, creamy delight that melts into skin like soft butter. It's
inviting, comforting, and lacks any sort of intense headiness. The mistake I made at first
was not giving it time to settle. Upon first spritz, it's zingy, sparkling, fruity, and full of
sweetness and energy—not things I tend to associate with a luxury fragrance. Give it a
little bit of time, however, and it makes itself at home.

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A whiff of settled Miss Dior Eau de Parfum is the fragrance equivalent of cuddling up
on the sofa with a cashmere blanket on a Sunday afternoon when the house is clean and
your weekend social commitments are ticked off—it's cosy, inviting and beautifully
wholesome.

9.0 STRATEGIES

The city is Paris, and the year is 1947, just after the end of World War II. Christian Dior
launched his Spring-Summer collection of 90 models on six mannequins. The two lines
were named “Corolle” and “Huit .” However, the legend says that Carmel Snow, the
editor-in-chief of Harper’s Bazaar, exclaimed to Christian backstage – “It’s quite a
revolution, dear Christian! Your dresses have such a new look!” And that’s how the
debut collection came to be known as “New Look.”

The debut collection is acclaimed for reviving the fashion industry of France and for the
revolutionary styles that it featured – structured silhouettes, cinched waists, and shorter,
billowy skirts that were polar to the boxy, utilitarian styles of clothing that had been
popular during World War II.

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For more than 75 years, Dior has been redefining luxury into what we know today. After
launching its first store in upstate New York, Christian realized the need to bring a
whole new experience to continue the New Look. That’s when he licensed the name Dior
for accessories and forayed into different fashion categories.

10.0 DURABILITY

Perfume lasts longer on moisturized skin, so it’s always a good idea to hydrate before
applying. However, Vaseline takes it a step further by leaving a subtly slick cast that
holds onto perfume even better. All you need to do is rub some Vaseline on your pulse
points before you spritz to make your fragrance last longer. Pulse points encompass the
warmer areas of your body that can help diffuse fragrance such as your wrists, inner
elbows, neck, and the back of your knees.

11.0 PRODUCT QUALITY

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Another key competitive advantage for Dior is its focus on product quality and
innovation. The brand uses only the highest quality materials in its products, such as
silk, cashmere, and leather. Dior’s clothing is also known for its attention to detail, with
intricate beading, embroidery, and lacework. This focus on quality has helped to
establish Dior as a luxury brand and has contributed to its strong reputation in the
fashion industry.

In addition, Dior is known for its innovation in design and product development. The
brand has been at the forefront of many fashion trends, introducing new designs and
silhouettes that have become popular across the industry. For example, Dior was one of
the first brands to introduce a full skirt in the 1950s, which became known as the “New
Look” and revolutionized fashion at the time. More recently, Dior has been
experimenting with new materials and technologies, such as 3D printing and virtual
reality, to create innovative and unique designs.

12.0 AESTHETIC

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After the austerity of World War II, Dior sought to reintroduce luxury and femininity to
women's fashion. His debut collection, presented in 1947, was aptly named the “New
Look” and revolutionized post-war fashion with its cinched waists, voluminous skirts,
and hourglass silhouettes.

It is embroidered with fresh Lily-of-the-Valley notes, an apricot-tinged Peony accord,

and powdery Iris notes. Miss Dior is thus built around an elegant, striking bouquet––
like a “millefiori” that seems to carry countless flowers in endless colors. At the base,
slight notes of tender wood envelop the composition.

13.0 ADVANTAGE

One of Dior’s most significant competitive advantages is its strong brand identity. The
brand has built a reputation for luxury, elegance, and sophistication, which has helped
it to differentiate itself from competitors. Dior’s signature designs, such as the “Bar”
jacket and the “New Look” silhouette, have become iconic in the fashion industry and
are instantly recognizable. The brand’s logo and monogram, featuring the intertwined
“CD,” are also highly recognizable and have become synonymous with luxury.

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Dior’s brand identity is also closely tied to its history and heritage. The brand was
founded by Christian Dior, who was known for his innovative designs and his belief that
fashion should be a form of art. Dior’s legacy has been carried on by subsequent
creative directors, such as John Galliano and Maria Grazia Chiuri, who have continued
to push the boundaries of fashion and design.

14.0 WEAKNESSES

Christian Dior is considered to be one of the top fashion brands in the world. Known for
their luxury goods, the brand boasts a loyal customer base and a strong market
presence. However, like any other business, Dior also faces several weaknesses that
could potentially hinder it’s growth and profitability. One major weakness is the
fluctuation in exchange rates, which can lead to a loss of revenue for the brand.
Moreover, with tough competition in the market, Christian Dior may face limited
market share growth despite it’s reputation. Additionally, the prevalence of replicas in
the market can undermine the brand's identity and reputation, posing a long-term
problem for the company. Despite these weaknesses, Christian Dior continues to
innovate and expand it’s offerings to stay competitive in the fashion industry.

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15.0 CONCLUSION

Dior is one of the leading retailers of luxury goods in Europe. The firm has achieved
success in the United Kingdom market by targeting a specific market segment, the rich.
It provides high-end products that meet customers’ needs in this segment. The company
has achieved a competitive edge by consistently providing trendy and high-quality
products in the market. However, the management should be ready to deal with the
increasing competition in the market.

Their target customer, high society people (high class for every age ). Also, the brand is
too expensive but some production about make-up and skin-care are more suitable than
other products, such as, Haute-Couter for buying. Thus, they have wide target
customer. Christian Dior has an understanding of a certain quality.

At the same time brand is used by lots of famous people. Although, just one shop in
Turkey, lots of people use Dior products. Especially consumer so much make-up, skin-
care and glasses. In our opinion, Christian Dior should be more accessible for shoppers.

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16.0 APPENDICES

http://en.wikipedia.org/wiki/Christian_Dior

http://en.wikipedia.org/wiki/Dior

http://en.wikipedia.org/wiki/Chanel

https://www.googleadservices.com/pagead/aclk?sa=L&ai=CtwMDM7Z

https://perfumeson.com/what-is-diors-weakness-insights-into-the-fashion-brands-
challenges

https://www.slideshare.net/osmankamaci/the-study-of-christian-dior-ppt

https://inb410-blog.weebly.com/sarjina-tanveen-blog1/competitive-advantage-of-dior

https://www.linkedin.com/pulse/christian-dior-swot-analysis-norah-alghamdi

https://perfumeson.com/what-is-diors-weakness-insights-into-the-fashion-brands-
challenges

https://www.coursehero.com/file/pagaag/18-Competitive-Analysis-Strengths-and-
Weaknesses-DIOR-Weakness-Capitalization/

https://perfumeson.com/is-dior-good-quality-a-comprehensive-review

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