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SELLING LUXURY SELLING LUXURY BRANDS BRANDS
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BRANDS
A BRAND IS A SYMBOL THAT DISTINGUISHES A PRODUCT MADE BY ONE FIRM FROM THE OTHERS. A LABEL, A LOGO IS THE DISTINGUISHING TRADE
MARK OF A BRAND. QUALITY, SAFETY, DESIGN, STATUS SYMBOL,
FASHION IS NORMALLY ASSOCIATED WITH BRANDS IN PEOPLE’S MINDS.
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LUXURY
DEFINING LUXURYLUXURY IS MOST OFTEN ASSOCIATED WITH WEALTH & EXCLUSIVITY. OTHER FORMS: TIME, EXPERIENCE, ETC
A RECENT US STUDY STATES ‘LUXURY IS HAVING ENOUGH TIME TO DO WHATEVER YOU WANT AND BEING ABLE TO AFFORD IT’.
NEXT CHUNK: ‘LIFE EXPERIENCES’ AND ‘COMFORT, BEAUTY AND QUALITY’.
MATERIAL PRODUCTS BECOME JUST A TOOL OR A TOY FOR THAT GREATER ‘LIFE EXPERIENCE’.
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WHAT ARE LUXURY BRANDS?
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LUXURY BRAND A LUXURY BRAND IS AN EXPENSIVE BRAND, AN
ELITE BRAND. TO SOME ITS AN OBJECT OF DESIRE,SOMETIMES
ASPIRATIONAL, SOMETIMES ALMOST LUSTFUL.RICHEMONT ANNUAL REPORT DEFINES IT”IT IS
AN OBJECT AND A CATALYST FOR THOUGHT…..THE AIM OF A LUXURY BRAND IS TO AWAKEN ,DESIRE AND PLEASURE.”
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WHAT COMES UNDER LUXURY WHAT COMES UNDER LUXURY PRODUCTSPRODUCTS
JEWELLERY AND GEMS
APPARELSWATCHESPERFUMESLIQUORAUTOMOBILEFOOTWARE
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THE BRAND PYRAMIDTHE BRAND PYRAMID
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CORE CRITERIA FOR LUXURY BRANDS
AUTHENTICITY AND CONVICTIONICONIC STATUSGLOBAL
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VALUING BRANDS
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LEADING LUXURY BRANDS OF THE WORLD
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HIGH ENGINE CAPACITY
HIGHEST RPM
TREMENDOUS PICK-UP AND SPEED
TWO SEATED CAR
SUPERB COMFORT
FULL DRIVING CONTROL ON STEERING
MODES:-RACE, CITY DRIVE, HIGHWAY
DRIVE
FEATURES IN CARFEATURES IN CAR
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AUTOMATIC TRANSMISSION
FOUR ABS (AIR BAGS)
STEERING LOCK WHILE DRIVING ON
HIGHWAY
FEATURES IN CARFEATURES IN CAR
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TREMENDOUS PICK-UP AND SPEED
HIGHEST RPM
TWO SEATED SUPER CAR
SUPERB COMFORT
AUTOMATIC TRANSMISSION
MODES OF DRIVING
WHAT MAKES FERRARI WHAT MAKES FERRARI LUXURIOUS?LUXURIOUS?
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PHILIP KOTLER DEFINES MARKETING STRATEGY AS “A GAME PLAN FOR ACHIEVING THE LONG-RUN OBJECTIVES OF FIRM”.STRATEGIES APPLIED TO INFLUENCED COMPETITORS-RESEARCH AND DEVELOPMENTPLANNING AND MARKET SEGMENTATIONTARGETING THE HIGHEST CLASS SOCIETY
STRATEGIES APPLIED FOR STRATEGIES APPLIED FOR SELLING LUXURY PRODUCTSSELLING LUXURY PRODUCTS
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PRODUCT PRICE PLACE PROMOTION PLEASURE PASSION PURPOSE PEOPLE
8P’S OF MARKETING FOR 8P’S OF MARKETING FOR SELLING LUXURY BRANDSSELLING LUXURY BRANDS
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Highest Class Societies – Top 1%
Celebrities
Sportsman
Trilinear Business man
TARGET CUSTOMERSTARGET CUSTOMERS
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SUB P’S MEANS PROCESS WHILE SELLING LUXURY PRODUCTS –SHOWROOM’S EXTERIOR AND INTERIORPERSONNEL SELLINGAFTER SALES SERVICEBRANDINGPRESTIGIOUS AND VIP FEELINGS
SUB P’S OF SELLINGSUB P’S OF SELLING
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Louis VuittonLouis Vuitton
MANY PEOPLE ARE CRAZY FOR LOUIS VUITTON - A LUXURY FRENCH FASHION AND LEATHER GOODS BRAND. THE BRAND IS DEFINITELY WORLD FAMOUS AND IS PARTICULARLY HOT IN ASIA.
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LOUIS VUITTON MALLETIER, COMMONLY REFERRED TO AS LOUIS VUITTON, OR SHORTENED TO LV, IS AN INTERNATIONAL FRENCH FASHION HOUSE SPECIALIZING IN FASHION AND LEATHER GOODS, READY-TO-WEAR, SHOES, WATCHES, JEWELRY, ACCESSORIES, SUNGLASSES, AND PERFUMES.
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TARGET CUSTOMERSTHE TOP 1% AND WEALTHY ARE THE
TARGETS OF LUXURY-GOODS MARKETERS.RICH PEOPLE WHO CAN REALLY AFFORD
STYLISH EXCLUSIVITY.CELEBRITIES.
"All customers are equal, but some customers are more equal than others".
(Graeme Green)
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EXPECTATIONSPRESTIGE FEELING
BEING TREATED NICELY AS VIP CUSTOMERS
THEIR COMPLAINTS SHOULD BE SOLVED QUICKLY AND EFFECTIVELY.
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RETAIL STORESRETAIL STORES
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5 SUB-PROCESSES—FROM ENTERING TO EXITING THE STORE.
THE SUB-PROCESSES :1. STORE OUTLOOK AND INTERIOR DECORATION2. PRODUCT3. PRICE4. SERVICE5. FEELING OF PRESTIGE
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MARKETING STRATEGIESSELECTIVE RETAILINGGRAY MARKET CONTROL: SMUGGLING CONTROLUSE OF INTERNET MARKETINGCHANNEL DIFFERENTIATIONPERSONAL DIFFERENTIATION
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ROLEX WATCHESROLEX WATCHES
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ROLEX SA IS A SWISS MANUFACTURER OF HIGH QUALITY, LUXURY WRISTWATCHES.
ROLEX WATCHES ARE POPULARLY REGARDED AS STATUS SYMBOLS.
ROLEX WATCHES ARE SYNONYMOUS WITH LUXURY, SUCCESS, AND STYLE.
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LUXURY IN ASIA
LUXPLOSION ROCKING ASIA
•94% OF WOMEN IN TOKYO IN THEIR 20’S HAVE SOMETHING FROM LV•ASIA IS NOW THE WORLD’S BIGGEST MARKET FOR LUXE•37% IN ASIA + 15% BY ASIANS ABROADCHINA WILL BE THE BIGGEST IN 7 YEARS
RVG NewsVision Pvt. Ltd
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VALUE DRIVERS OF LUXURY BRAND TODAYPORTFOLIO MANAGEMENT – STRATEGIC FOCUS EMERGING MARKETS – LAND GRABS CHANNEL OPTIMIZATION – RETAIL
TRANSFORMATION DEALING WITH COUNTERFEIT – TECHNOLOGICAL
SOLUTION PUSH ADVANCED FUNCTIONALITY –
TECHNOLOGICAL INNOVATION TECHNOLOGY-ENABLED CREATIVITY – DESIGN
INNOVATION
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THE STORY IN INDIALUXURY IS NOT NEW TO INDIA BUT THE MODERN
FORM IS YET TO EVOLVE.BRANDINGLASTING CUSTOMERS RELATIONSSIGNATURE LOOKVIRGIN MARKET LUXURY IN INDIA HAS BECOME MORE
ACCESSIBLE. BOLLYWOOD IS AN INFLUENCER.
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THE INDIAN LUXURY MARKET & INDUSTRY
OVER ONE MILLION LUXURY CONSUMERS
POTENTIAL NEW CUSTOMERS: EIGHT MILLION
WITH HIGH DISPOSABLE INCOME
TARGET AUDIENCE: 22-55 YEARS
CURRENTLY WORTH: US$444MIL/RS2,400CR