THE DEVIL WEARS PRADA
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THE DEVIL WEARS PRADA
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ĐOÀN THỊ PHƯƠNG THẢO
LEADER
HOÀNG PHƯƠNG THẢO
KHIỀU HOÀNG LAN HƯƠNG
NGUYỄN THỊ QUỲNH
NGUYỄN THỊ KIỀU LINH
ĐẶNG THỊ LÀNH
HOÀNG MINH ANH TÚ
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THE DEVIL WEARS PRADA
Table of Contents
Summary of the movie’s content and background.................................................... 0
A.
I.
Analytical basis ........................................................................................................ 1
II.
Context analysis and concepts ............................................................................... 2
1.
Environmental factors .......................................................................................... 2
2.
Analysis 3C. .......................................................................................................... 3
III. System of marketing concepts .................................................................................. 6
IV.System of planning and strategy ............................................................................... 9
Character Andy: ........................................................................................................... 9
Character Emily: .......................................................................................................... 9
V. Some lessons learned from the excerpt. ................................................................. 10
About the environment Environmental: ................................................................... 10
About the plan, the strategy ...................................................................................... 10
About the implementation of 3C: .............................................................................. 10
About marketing thinking:......................................................................................... 11
C. Summary .................................................................................................................... 12
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THE DEVIL WEARS PRADA
ANALYSIS OF MARKETING ELEMENTS IN THE MOVIE “THE DEVIL
WEARS PRADA”
A. Summary of the movie’s content and background.
The Devil Wears Prada is a 2006 American comedy-drama film, based on the
2003 novel of the same name by writer Lauren Weisberger. The film tells the
story of Andrea Sachs, played by Anne Hathaway, as she has just graduated from
college and is hired as a co-assistant in New York City to a powerful female
fashion editor, Miranda Priestly, played by Meryl Streep. Besides her, there is
Emily Charlton, played by Emily Blunt, who is Miranda's official assistant; and
Nigel, Stanley Tucci, is the editorial director of art. Adrian Grenier, Simon Baker
and Tracie Thoms also have key supporting roles in the film. This film was
produced and directed by Wendy Finerman and David Frankel respectively and
was officially released through 20th Century Fox Studios.
Although this film was set in the fashion world, most designers or prominent
names in the fashion industry at that time avoided appearing in the film, for fear
of offending Anna. Wintour, the famous female editor of Vogue, who is widely
believed to be the inspiration for the character Priestly in the film. Even so, many
of them contributed many costumes and fashion accessories to this film, making
it the most expensive costumed movie in history. Wintour finally broke the
skepticism of many, by sharing that she liked both Streep's performance and the
film.
Streep's performance in the film received critical acclaim and earned her
numerous nominations and accolades, including her record 14th Academy
Award nomination, as well as her record-breaking 14th Academy Award
nomination. winning the Golden Globe Award for "Best Actress in a Motion
Picture Musical or Comedy" at the 64th season. Blunt's participation and
production was also highly regarded and received. Nominations at major and
minor awards.
The film was also well received by public opinion and from the media, when it
unexpectedly achieved success at the box office that summer in North America,
then went on to be the leading film in the international market. The film's DVD
release also peaked at number one throughout December of the same year. The
film eventually made it to "The 20 Best Films of 2006" not only in the United
States but also in other countries, with a total of more than 300 million USD,
mainly from international sources.
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THE DEVIL WEARS PRADA
Excerpts
Andrea "Andy" Sachs (Anne Hathaway) is a young and enthusiastic journalist
who has just graduated from Northwestern University. Although she always
jokes about the shallowness of the fashion industry, she gets a job that "millions
of girls aspire to" - becoming the personal assistant to Miranda Priestly (Meryl
Streep), a female The cold and tough editor-in-chief at a newsroom for a
prestigious fashion magazine called Runway. Andy plans to put up with
Miranda's somewhat humiliating and strange treatment for the next year, hoping
she gets a job as a journalist or writer elsewhere for a while short.
At first, Andy was surprised with the new job and could not fit in with the
talkative and knowledgeable collaborators in the fashion industry there,
especially Miranda's official assistant, Emily Charlton (Emily). Blunt).
However, with the help of Nigel (Stanley Tucci), the chief art director of the
newspaper, when he repeatedly advised and lent her his expensive clothes, she
also understood the responsibility and forced Start dressing in a trendier way, to
show your determination to stick to the job. She also meets a charming writer
named Christian Thompson (Simon Baker), who offers to help her with her
work. As she spends more time at work, she has less and less time to meet and
get into trouble with her college friends and boyfriend Nate (Adrian Grenier), a
chef is working hard on his career ladder.
Miranda was then persuaded by Andy, after many excellent completion of the
assigned work and a change in working style. One day, Miranda invited her to
go on behalf of Emily, with her to Paris to attend an important fashion week
there. Andy initially adamantly refuses to take away Emily's long-held wish, but
she is forced by Miranda to accept for the future of work.
B. Content analysis
I.
Analytical basis
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THE DEVIL WEARS PRADA
Overview of the model of Marketing activities in the excerpt from the movie
"The Devil Wears Prada":
- This is the 3C Marketing model: Company, Customer and Competitor
- The core goal is to find the job of Andrea Sachs, which is reflected in the
3Cs that are: Company - Andrea's character (Andy), Customer - Miranda
and finally Competitor - Andrea Sachs' competitor (Emily). In a broader
scope, governing all the above activities, it is necessary to consider
environmental factors, here including the socio-cultural environment, the
natural environment, the demographic environment and the ethical
environment.
- In summary, to analyze the marketing mindset in the movie "Love the
branded woman" there will be a lot of marketing elements that are clearly
shown such as: 3C model, SWOT model, AIDA model, …. Next this is a
presentation of some elements of the Marketing context and related
concepts.
II.
Context analysis and concepts
1. Environmental factors
a) Microenvironment:
- Concept: Microenvironment is the environment within or near, closely
related to the goal and deeply influenced by that goal.
- Influential factors: Target, audience, competitors, …
- Nature of influence: directly and often continuously affecting the
decisions and implementation plans of the characters.
- Analysis:
+) Working environment:
 The marketer herself, Andrea Sachs, doesn't pay much attention to
fashion and low self-esteem. Used to work at a newspaper, wanted a
job, so he came to Runway company.
 Competitors: Ms. Miranda's 1st assistant secretary, chic, pretentious
and has a longing desire to go to Paris with Mrs. Miranda.
+) Habitat:
 Runway Company where the world's most beautiful artists are
created. Where millions of girls want to work.
 Andrea Sachs' house is a motel room; she lives with her boyfriend.
Her lover is a person with a mediocre job. But they have a happy life
together.
b) Macro environment:
- Concept: The macro environment is the external environment, the large
social environment that affects the characters' thoughts, actions and
developments.
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-
Influential factors: Demographics, culture, technology, …
Influential properties: Indirect influence on the character’s thoughts,
actions and plans.
Analysis:
+) Socio – cultural environment
 Change in living: Environment Modern, stylish, fashionable,
professional working environment. People are very fashionable,
wearing expensive clothes. Trending outfits.
+) Demographic environment:
 Parties with famous people
2. Analysis 3C.
-
-
a) Customer – Target:
Customer: Miranda
Occupation: editor – in – chief
Age: middle – aged
Characteristics:
+) who is interested and interested in fashion, nothing can make her
change her mind about her decision her decision
+) a powerful, talented, cold woman who loves magazines and work
with all her heart but has an unhappy family life with many husbands
Psychology and perception: tough and cold makes all employees afraid
but she still cares a lot for her twin daughters
Relation: Andrea and Emily's superior
b) Competitor – direct
Competitor: Emily
Features: Miranda's official assistant, hardworking, industrious, loves
her job and always dreams of coming to France to work with her boss
Marketing of Emily when approaching Mrs. Miranda
To reach and conquer her customers, Emily used the AIDA strategy - a
popular strategy in marketing communications of companies and
businesses. The AIDA model formula was developed by a human
entrepreneur. America named Elias St. Elmo Lewis in 1898.AIDA has
many different names such as AIDA funnel, AIDA structure, ...
This AIDA model describes the decision-making steps in the consumer
buying process. In the formula AIDA includes 4 stages: Awareness
(awareness) - Interest (interest) - Desire (desire) - Action (action)
+) Awareness - awareness: attract customers' attention to them brand,
product or service awareness.
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-
In the excerpt, Emily attracts Mrs. Miranda's attention with her fashion
sense, slim body, knowledge of fashion and Mrs. Miranda is very
interested in the assistant's dressing style. This expression of Emily made
Mrs. Miranda attracted.
+) Interest - interest: The interest of the target customer increases as they
seek to know more about the benefits that the product brings and feel that
they are suitable for their needs.
After successfully capturing Miranda's attention, Emily continued to win
over her potential clients by showing Miranda that she understood and
matched Miranda's brand relevance. Potential customers quickly reduced
the office and worked quickly by running an appointment report
immediately to Miranda. Not only was the first impression, but Miranda
wanted to delegate a lot of work. than for Emily.
+) Desire: The customer develops a connection with the product or
service and moves from interest to a desire to buy or desire that product.
In the excerpt, Emily demonstrates the style of work to make Miranda
switch from being interested in her way of working to wanting to keep
her in the job for the long term. This proves that Emily has succeeded in
igniting the customer's desire.
+) Action-action: Target customers will decide to interact with the
product or service by downloading a trial version, creating an account,
signing up for an email or closing a purchase
Emily continues to maintain the style work, fashion sense, grasp and
understand the work to do for Miranda. That's why Emily was kept by
Miranda as her main assistant at magazine Runway.
c) Company (the character Andrea herself)
Features: University Northwestern and is a passionate journalist and even
though she has no knowledge of fashion, she is recruited as an assistant.
personally for the powerful editor of Runway, Miranda Priestly.
SWOT analysis:
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THE DEVIL WEARS PRADA
STRENGTHS
the trust and affection of
customers (excellent completion of
the assigned work and changing
working style, dress style).
-Knowing to seize opportunities
for yourself ( with Mrs. Miranda
goes to Paris for an important
fashion week.Impress Miranda by
bringing her a manuscript of Harry
Potter, remembering the names of
the people attending the party in a
short time)
EARNING
-Andrea did not understand at
first. customer psychology,
because Emily when she first
met Andrea said a sentence: "I
find the human resources
department has a strange sense
of humor" implicitly disdain
Andrea's way of dressing, but
Andrea didn't notice. Emily's
sarcastic words, only later
decided to change appearance,
dress taste Not really quick in
understanding customer
psychology.
-No early entry, no conditions
and no access to customers
(Emily worked as an assistant for
Ms. Miranda before Andrea and
was remembered by Ms.
Miranda)
OPPORTUNITIES
- many competitors have entered
the market yet (only Emily is a
competitor)
- Changes in customer behavior
and perception (Miranda
completely changed, liking
Andrea's working style)
THREATS
-Great change in business
environment (demographic,
regulation, etc.) market size,
social relationships, ...)
(Andrea is a recent graduate who
is not familiar with the working
style of a famous fashion
magazine).
-Competitives have more
advantages (Emily have more
experience, understand the work
to be done for Miranda, know
the customers, have a taste for
fashion, have knowledge of
fashion).
-After graduating from school,
work in the wrong skills and
majors (Andrea aspires to be a
journalist but becomes an
assistant for a fashion magazine
and works with someone who
has long experience in the
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THE DEVIL WEARS PRADA
industry and is highly
demanding).
-Having to choose between
family, friends, lover and work
=> So it can be seen clearly through the SWOT model, in terms of strength
and opportunities, Andrea has very little ability and opportunity to
compete with her competitors. Along with that, the disadvantages and
weaknesses also make the confrontation of Emily and Andrea, Andrea
gradually lose the advantage.
III. System of marketing concepts
* Wow experience: A experience wow is when solution you come up with
a before the customer even thinks it they need, or you do a job better than
the customer's expectations. It from quality of products services, from
care customer outstanding souvenirs, from for in - of customers, from
prices from really reasonable and knowledge. in understanding depth
wide the the employees and company comes about product, ...
=> Example: Andy completed the mission Mrs. Miranda brought the
manuscript of Harry Potter. Not only that, she printed two copies for the
twins and gave them to them before they went to their grandmother's
house. And the one she gave Miranda made a great impression on her.
* Wants: A need that is concretized and personalized by socio-cultural
factors and human personality. Human needs are often general, everyone
has and is limited, but wants are limitless. The desire for diversity and this
creates a market of different brands selling the same product in the same
category.
*Brand relevance: A suitable brand for customers is a brand that selects
a target group of goods on its own and is part of a set of brands that are
considered when customers make purchasing decisions. Winning in this
model of brand relevancy is based on being selected, because you have to
make your competitors unfit, not unpopular.
=> Example: In Emily's case, when she grasped the needs and
characteristics of customers, she chose the strategy of Brand Relevance,
making Andy a brand loved by customers (Andy a girl with a good
academic degree and work experience but dressed in a country style,
Miranda's new assistant) at the same time asserting herself as a brand
(stylish Emily, Miranda's effective assistant, understanding psychology
and brand names). Andy is a new employee who has not been recognized
by Mrs. Miranda, so Emily is still a preferred choice over Andy.
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*Brand identity: is a combination of all the elements to build a correct
identity of the business / company in the community. USP: USP stands
for the first 3 letters of Unique Selling Point, which can be translated as a
unique selling point. USP is a factor that differentiates your product or
service from your competitors, such as lowest cost, highest quality, first
in the market, or some other differentiator.
*Brand attributes: These are the things that make them unique that help
to distinguish between different brands in the market. Brand attributes
include: brand name, brand identity, brand personality, and product price
*Insight: Facts have the ability to influence, influence the behavior and
purchase decisions of customers. These facts are intentionally hidden or
hidden by customers without being easily detected.
*Customer experience: is the synthesis of all customer experiences, all
the steps when a customer comes into contact with a product, service, or
brand of a certain company.
*Value proposition: Value statement refers to a business statement that a
company uses to summarize why consumers should buy a brand's
products or use services. This claim convinces a potential consumer that
a particular product or service will add value to them or solve their
problem better than other similar services.
=> For example: Value Proposition of Miranda is a famous fashion house
owner full of fame in the fashion industry, which makes Andy always
want to be ready and devote himself to work. (Also known. products and
get access to celebrities).
*Pain point: specific problems that an existing customer as well as a
potential customer of the business encounters throughout their experience
journey.
=> For example: Andy and Miranda's pain point: After Andy's constant
learning and efforts. Miranda has impressed and sympathized with Andy
through actions such as: Learning the customer's name in a short period
of time, arranging the work smoothly and completing all the tasks
assigned from Miranda
*Product concept: The product philosophy holds that consumers prefer
good product quality and unique designs, so marketing management must
follow the direction of continuous product improvement. Product
philosophy can create shortsightedness in the practice of marketing
management, causing leaders to focus on product and innovation in view
that does not care about the real needs of consumers.
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*Product life cycle: is the process of a product, starting from ideation to
being eliminated from the market. Enterprises manage products based on
the life cycle of the product.
*Marketing plans: Marketing plans are plans that describe the strategies
used to organize, implement, and track your Marketing campaigns over a
certain period of time.
=> Ex: It can be clearly seen in the way the goal is expressed- Andy makes
endless efforts to show Mrs. Miranda that she is capable at work by:
changing the way she dresses, capturing the details of the schedules.
Miranda's job and help the twins, complete the assigned tasks. Emily is a
full-time employee but with a subjective view that she is always important
to Miranda. So the same goal but with two different plans, different
actions will have different effects on the results achieved.
*Call to action (CTA): CTA is a call to target customers to perform 4
types of customer pharmacology by deal diagram.
+) Controlling customer group:
• Want to quickly achieve results without wasting time in vain, want to
make the most of the time possible.
• Make quick decisions without thinking through, decisively, recklessly.
+) Group of expressive customers
• Perfectionist, nimble
• Want to build new relationships, control the people around
+) Gentle customer group
• Don't focus on details, make careful decisions and
sensitive to other people's emotions
• Have a calm and thoughtful attitude, easily accept requests and
suggestions
+) Logical customer group:
• Prefer professionalism, order, and rules
• Decisions are sometimes rigid, in favor of logic
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IV.System of planning and strategy
To achieve the above 3C, the characters also develop their own strategies and plans.
Character Andy:
-
-
-
-
-
 Information Systems:
A young and enthusiastic journalist who has just graduated from
Northwestern University.
Although he always jokes about the shallowness of the fashion industry,
he gets a job as an assistant to editor-in-chief Miranda of a newsroom for
the prestigious fashion magazine Runway.
Despite her talent, her country-dressing, unthin body, no interest in
fashion plus inexperience in working as an assistant made her not get the
attention of Mrs. Miranda and often rival Emily. sarcastic. (Do not satisfy
customer needs, first impression is not good)
Hold on to your country dress stance and joke about the fashion industry,
don't want to run after new things.
 Planning and Organizing System:
By his rival Emily mocked (She is not valued by customers, and is
despised by competitors)
Customer Miranda can't even remember her name is Andy.
After Andy figured it all out, she changed herself by dressing more
fashionably to attract Miranda customers.
Impress your guests by bringing her the Harry Potter manuscript,
remembering the names of the party attendees in no time.
Andy does things beyond the expectations of customers Miranda, gaining
the trust of customers.
 Final check system:
After a process of self-change, Andy has successfully taken an important
position in Miranda's work, surpassing rival Emily.
Character Emily:
-
 Information system:
Miranda's official assistant
More experienced, understands the work to be done for Miranda, knows
the client.
Gu dresses fashionably, has a slim body, has fashion knowledge.
 Planning and organization system:
- After a long time working with the client Miranda, she was trusted by
her grandmother, when she called an assistant to help, just called
Emily's name.
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-
-
But Emily did not impress Miranda like Andy, so she was gradually
forgotten.
Emily makes a mistake at the party and loses the trust of her client
Miranda.
 Final check system:
Emily was not taken to Paris by Mrs. Miranda, could not hold the
important position of Miranda's assistant and was harassed by
customers.
V. Some lessons learned from the excerpt.
From a marketing perspective, the lesson we can learn is that we need to
harmonize factors from micro to macro, achieving the goal is not easy,
it's the sum total. integrate strategies and plans through observation,
experience and implementation in their actions. The wrong steps through
the above analysis have clearly shown that we need to consider and avoid
making unfortunate mistakes. Some of the things we have learned below
will be useful knowledge and advice about Marketing:
About the environment Environmental:
- change is unpredictable and inevitable:
 It is necessary to adapt and change accordingly with other
industries, meeting the needs and wants of customers.
 It is necessary to know how to turn the new environment into an
opportunity for development instead of being conservative and
stubborn in the face of changes in the environment and customer
needs.
About the plan, the strategy
The implementation of the plan requires intelligence and sensitivity:
- Through the above movie excerpt, it can be seen that quickly
observing competitors and customers is not enough, it is necessary to
have intelligence in drawing lessons. Learn for yourself and apply
your own plan.
- It is necessary to be decisive in thinking, instead of starting a new job
with a "temporary" attitude, just try to endureand accept the results
that have happened, before that, you must quickly build a suitable
strategy, pull customer sympathy.
About the implementation of 3C:
- About the business itself:
 Enterprises who want to have a foothold in the market first need to
understand the values of the product they want to give to customers
and the advantages, disadvantages and advantages of the product.
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-
-
Thereby, it is possible to take full advantage of opportunities and
minimize risks to achieve the goals of the business.
 In the market, building a brand is very necessary because otherwise
businesses will face the risk of being branded, that is, for others to
evaluate themselves, businesses need to focus on branding building a brand associated with it. with the image of the brand's
products and services, core values, mission and vision.
About customers:
 Taking customers as the center, is the goal to strive to achieve,
understanding customers will help to know what products need to
be provided, what customers want, thereby satisfying the needs. of
cutomer.
About competitors:
 Competitors are a formidable thing, but from there can provide
valuable lessons through observing the competitor's job actions,
strategies, these are the valuable learning so that you can see
yourself and take appropriate steps.
About marketing thinking:
- Don't miss the opportunity: In business, seizing and taking advantage
of the right opportunity is one of the important factors for success.
Because at that time, customers need our products/services, if they
grab the business, they will sell a lot of goods, one step ahead of the
competition. If the opportunity is missed, there will be more and
stronger competitors and customer tastes will change.
- Marketing needs to be sensitive, change to adapt
- The business environment is always changing, along with the better
and better development of technology, if businesses do not learn and
adapt to come up with marketing strategies. products/services of the
same brand will gradually be forgotten. Without innovation, it will be
outdated, advertising becomes boring, unattractive, does not impress
consumers, and even backfires.
- Understand customers better than themselves: Like any other
problem, customer pain points are as diverse and rich as your potential
customers. However, not all potential customers are aware of the
problem they face. So, the business's mission is to show customers
their problems and convince them that your product or service is
designed to help them solve them.
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C. Summary
The movie "The devil wears prada" reminds us many interesting and profound
lessons in all aspects, especially about marketing. A compelling marketing
example of all 3Cs played by Andrea gives the marketing industry a complete
view of customers, companies, and competitors. The excerpt helps us to
understand more about the knowledge and useful lessons about marketing.
However, the excerpt that we analyze above is for reference only, because the
core value of creating products and delivering them to customers and satisfying
them is a different thing from what we learn from the passage. In addition, the
business market is a rather dry place, unlike us humans: feeling, listening, lonely,
sad, happy, smiling. In short, no matter what angle you deduce or comment from,
the movie "The devil wears prada" is still a movie that marks the audience's
hearts with unique, interesting details and meaningful footage screen fashion.
Link:
https://drive.google.com/file/d/1vi5iNsMTIC5vvQareltwn0dN41fYAbmK/vie
w?usp=sharing
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THE DEVIL WEARS PRADA
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