ESSENTIAL BRAND MEANING
Let the product talk
Placing products at the heart of the marketing mix
Evelyne Rédier & Sandrine McClure
Abstract
This presentation is based on the experience of a series of projects that were put in place for Parfums Christian Dior by their partner agency (Repères) which had the aim of understanding consumer imagery of the fragrances under study so as to clarify how the brand mix could be developed or evolved.
Evelyne Rédier
Parfums Christian Dior, France
Sandrine McClure
Repères, Paris
Sandrine McClure is head of the Qualitative Department at Repères, a 85 people strong research agency in Paris. She relocated to Paris a couple years ago after having spent 13 years in the UK mostly working for Green Light International. During that time she specialised in International Qualitative Research and worked on all continents, from Taipei to El Salvador and Tallinn to Capetown. She had previously worked at HPI, Fusion and had started her career client side in marketing at Kraft in France.
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