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luxury brands presentation
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SELLING OF LUXURY GOODS
PRESENTED BY:
WHAT IS SELLING? It is an scientific and artistic way of
projecting tangible and intangible project in the minds of the customers to make them to buy the product so that they are satisfied and receive the value for money.
During the process the stakeholders are also taken care of.
It always has to be a WIN-WIN situation.
WHAT IS LUXURY??
Luxury, derived from the Latin word luxus, means indulgence of the senses, regardless of cost
Luxury brands are brands whose ratio of functional utility to price is low
while that of intangible utility to price is high
“Luxury is something you could do without but that
you don’t want to do without” Coco Chanel.“
Luxury LuxusLuxus LuxLux LightLight Glitters
So…..Luxury Glitters
BRAND PYRAMID
POSITIONING OF THE BRAND POSITIONING IS WHAT YOU DO TO THE
MINDS OF THE CUSTOMER
POSITIONING IS THE ESSENCE OF THE BRAND IN TERMS OF ITS FUNCTIONAL AND NON-FUNCTIONAL ATTRIBUTES AS JUDGED BY THE CUSTOMER
EIGHT P’s OF MARKETING
Product Pricing Placement- distribution Promotion Process Physical Evidence People Packaging
GLOBAL MARKET SHARE:COUNTRY WISE
AUTOMOBILES
History……………
Features………… Power Sun Roof
Leather Interior Rear View Camera Power Closing Door 26 Speaker Sound
Sys. Rear Seat Tables Refrigerator
WATCHES
Target market structure
MEN35%
WOMEN65%
DOLCE&GABBANA TARGET MARKET
The womanThe womanShe is strong; she likes herself and knows she is liked. She can be a manager, wife, mother or lover but she is always a true woman
The manThe manHe is a little hedonistic, free, successful and he pays attentionto details.He lays down the rules imposing his personality
ENDORSEMENT
D&G communication is based on endorsement strategy
They wear football
Players (Italy team)
They Dress Rock Stars
Madonna,
Jennifer Lopez,
Elthon Jhon
They They dress actresses
Monica Belluci,
Nicole kidman,
Angelina Jolie
WHAT IS LUXURY TO INDIVIDUALS TO A LOWER MIDDLE CLASS
SOCIETY
TO A UPPER MIDDLE CLASS SOCIETY
TO THE HIGH CLASS SOCIETY
INDIAN MARKET.
Thank you !