SELLING LUXURY SELLING LUXURY BRANDS BRANDS

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.

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’.

WHAT ARE LUXURY BRANDS?

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.”

WHAT COMES UNDER LUXURY WHAT COMES UNDER LUXURY PRODUCTSPRODUCTS

JEWELLERY AND GEMS

APPARELSWATCHESPERFUMESLIQUORAUTOMOBILEFOOTWARE

THE BRAND PYRAMIDTHE BRAND PYRAMID

CORE CRITERIA FOR LUXURY BRANDS

AUTHENTICITY AND CONVICTIONICONIC STATUSGLOBAL

VALUING BRANDS

LEADING LUXURY BRANDS OF THE WORLD

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

AUTOMATIC TRANSMISSION

FOUR ABS (AIR BAGS)

STEERING LOCK WHILE DRIVING ON

HIGHWAY

FEATURES IN CARFEATURES IN CAR

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?

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

PRODUCT PRICE PLACE PROMOTION PLEASURE PASSION PURPOSE PEOPLE

8P’S OF MARKETING FOR 8P’S OF MARKETING FOR SELLING LUXURY BRANDSSELLING LUXURY BRANDS

Highest Class Societies – Top 1%

Celebrities

Sportsman

Trilinear Business man

TARGET CUSTOMERSTARGET CUSTOMERS

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

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.

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.

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)

EXPECTATIONSPRESTIGE FEELING

BEING TREATED NICELY AS VIP CUSTOMERS

THEIR COMPLAINTS SHOULD BE SOLVED QUICKLY AND EFFECTIVELY.

RETAIL STORESRETAIL STORES

5 SUB-PROCESSES—FROM ENTERING TO EXITING THE STORE.

THE SUB-PROCESSES :1. STORE OUTLOOK AND INTERIOR DECORATION2. PRODUCT3. PRICE4. SERVICE5. FEELING OF PRESTIGE

MARKETING STRATEGIESSELECTIVE RETAILINGGRAY MARKET CONTROL: SMUGGLING CONTROLUSE OF INTERNET MARKETINGCHANNEL DIFFERENTIATIONPERSONAL DIFFERENTIATION

ROLEX WATCHESROLEX WATCHES

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.

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

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

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.

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