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 !