trabajo individual bulgari

8/2/2019 Trabajo Individual BULGARI

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G O N Z Á L E Z M A R T Í N E Z ,

N i e v e s

2 0 1 2

L U X U R

I C R U I S E O F B

V L G A R I



COMPANY OVERVIEW

Based in Rome, since 1884 Bulgari has been creating renowned fine jewellery. Today it is a global

and diversified luxury brand with a product and services portfolio of jewels, watches, accessories,

fragrances, skincare, hotels and resorts featuring exceptional quality, an innovative style, with a

clear inspiration in the Greco-romaine culture, and impeccable service.

Business Philosophy

Quality and excellence form the basis of Bulgari’s culture. Its corporate philosophy reflects this

commitment within the working environment, with the aim of achieving the customer’s full

satisfaction.

Product New

People look at something personalized and individual luxury, not want to buy any product, look

for the full experience and build membership. Luxury products must be more integrated with their

consumers.

Aware of this fact Bulgari has decided to launch its new product "Bulgari Luxury Cruise."This new

product will consist of a luxury cruise where our company philosophy, excellence will be

reflected down to the smallest detail.

This creates a circuit called "Inspiration Bulgari" and whose slogan is: "The soul of our jewels." The

drawing will be held by those historical places that have inspired our collections of jewelry.

Mission: We want our jewelry with "Soul" metaphorical figure will only be able tounderstand that you have made our cruise, thus generating the complete experience and

belonging to this market demand.

Goals: Get in the first year that 80% of our current customers and 25% of potential customers,

be knowledgeable and interested in our new product.

MAEKETING STRATEGIES

The 3C’s model points out that a strategist should focus on three key factors for success. In the

construction of a business strategy, three main players must be taken into account:

1. The Corporation

2. The Customer

3. The Competitors

Only by integrating these three C’s (Corporation, Customer, Competitors) in a strategic triangle, a

sustained competitive advantage can exist. Ohmae refers to these key factors as the three C’s

orstrategic triangle.



Extrinsic Intrinsic

Efficiency Play

Status Ethics

Active

Reactive

Active

Reactive

Self oriented

Other oriented

UTILITARIAN HEDONIC

Excellence

Esteem

UTILITARIAN

SOCIAL

EMOTIONAL

Aesthetics

ALTRUISTIC

Spirituality

C R U IS E

LUXURY

HIGT CATEGORY

MEDIUM CATEGORY

CRUISE

Lower Priced Higher Priced

Higher Quality

Lower Quality

Harry Winston

Bruccellati

Tiffany

Bvlgari

ChanelZales

The Corporation: Value

The value of Bulgari's new

product could be considered

an emotional hedonic value, But the

symbiosis that occurs

between jewelry and history make

it a utilitarian value with a clear

social approach, as it will

generate group membership and

knowledge.

The Corporation: The Brand Mapping and positioning

The positioning of Bulgari Luxury Cruise must be above the most luxurious cruise ships that

currently exist, as our offer is more exclusive and selective than these.

The Competitors

The direct competitors of the firm Bulgari none

of them have luxury cruise offer, which do not

pose a risk of entry into this market for the

Italian firm.

Given the positioning of the brand in the cruise

market and the existence of numerous

competitors at their level, Bulgari should adopt

a distinctive offer beginning from the

moment of establishing a strategy for

product: Bulgari should not sell a cruise, you

must sell a unique experience in the world

of fine jewelry.

Lower Priced Higher Priced

Higher Quality

Lower Quality

CRUISE



CONDUPTUAL

Benefitssought

Product user

Occasions orsituations

Pricesensibility

DEMOGRAPHIC

age

gender

income

occupation

nationality

social class

GEOGRAPHIC

region

city size

density

PSYCHOGRAPHIC

personality

lifestyle

reasons

On the product, its most direct competitors are characterized by working with large-

capacity vessels equipped with all factors considered high luxury. Bulgari pose shall

consider a differentiating strategy in relation to the capacity of the vessel. A smaller ship

symbolizes the exclusive experience available to very few, and therefore the profit margin may

be much higher. That is, Luxury Cruises Burgari would be the most unique diamond in luxury

cruises.

The consumitors

The consumer of luxury goods cree that proof of their purchasing power is more linked to what

is "different, not easily accessible and shows that there is a certain knowledge" that ahigh

price. Now brands like Versace and Ferrari do not attract, as "It's something of good quality

but massive." Instead, like Escada, Hermes, Valentino, Dior, Bulgari and Cartier.

In relation to tourism and travel more specifically, its range extends from the Caribbean to

Punta del Este, through Patagonia or the Dead Sea. The sports and cultural activities are imposed

as the greater predilection of the most affluent. Men do not seem willing to give uptheir practice of

tennis or golf, and women want to miss a stroll through the museums of Buenos Aires, or visiting a

spa or beauty salon.

Faced with competition, segmentation marketing strategy is to achieve differentiation.

Influences

This consumer of luxury goods, is guided more by experience, or self-employed and not so much

for the money it costs the product. That is to say, "luxury no longer resides in the object

CONDUPTUAL

•Benefit sought: Quality, value, best image.

•

Product Use: Heavy Users.•Sensitivity: Aware of the value, status conscious, not price

sensitive

DEMOGRAPHIC

•Income: over $ 100,000 / year.

•Generation: Baby Boomer, Generation X.

•Social class: High

GEOGRAPHIC•City size: Large cities (New York, Paris, London,

Hong Kong, etc..)

PSYCHOGRAPHIC•Life style: Lovers of cultural and outdoor

•Reasons: Status

Table 2 : Bases of segmentation Table 1: Bvlgari segmentation



itself, but the special feeling you get when you buy or have something." The influence of

purchase to the brand for men may lie in the figure of the chief, senior leaders, actors with

high attractiveness and popularity, and so on. In addition to women is often a very influential

figure image of celebrities, especially actresses and members of the world's monarchies, being

the most prestigious news publications aimed at women, one of the most effective vehicles to

advertise a product.

MESSAGE

The message should convey Bulgari would be "in-depth knowledge of what is behind Bulgari jewel.

Become part of the select group of people who enjoy the beginning and the end of

the Bulgari jewelry. Experience the pleasure of knowing your Soul"

Path of the message

The Luxury Institute of New York conducted a study whose results show that the luxury

consumer prefers to receive the message in a personal and individual, so a good distribution

channel would send the message through the network of stores of the mark. This report also

informs us of the ineffectiveness that social media bring to the sales of luxury brands, however if

they can be a tool to publicize the new product.

trabajo individual bulgari

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