Ppt selling

43
SELLING LUXURY SELLING LUXURY BRANDS BRANDS

description

luxury brands selling..

Transcript of Ppt selling

Page 1: Ppt selling

SELLING LUXURY SELLING LUXURY BRANDS BRANDS

Page 2: Ppt selling

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.

Page 3: Ppt selling

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’.

Page 4: Ppt selling

WHAT ARE LUXURY BRANDS?

Page 5: Ppt selling

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.”

Page 6: Ppt selling

WHAT COMES UNDER LUXURY WHAT COMES UNDER LUXURY PRODUCTSPRODUCTS

JEWELLERY AND GEMS

APPARELSWATCHESPERFUMESLIQUORAUTOMOBILEFOOTWARE

Page 7: Ppt selling

THE BRAND PYRAMIDTHE BRAND PYRAMID

Page 8: Ppt selling

CORE CRITERIA FOR LUXURY BRANDS

AUTHENTICITY AND CONVICTIONICONIC STATUSGLOBAL

Page 9: Ppt selling

VALUING BRANDS

Page 10: Ppt selling

LEADING LUXURY BRANDS OF THE WORLD

Page 11: Ppt selling
Page 12: Ppt selling

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

Page 13: Ppt selling

AUTOMATIC TRANSMISSION

FOUR ABS (AIR BAGS)

STEERING LOCK WHILE DRIVING ON

HIGHWAY

FEATURES IN CARFEATURES IN CAR

Page 14: Ppt selling

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?

Page 15: Ppt selling

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

Page 16: Ppt selling

PRODUCT PRICE PLACE PROMOTION PLEASURE PASSION PURPOSE PEOPLE

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

Page 17: Ppt selling

Highest Class Societies – Top 1%

Celebrities

Sportsman

Trilinear Business man

TARGET CUSTOMERSTARGET CUSTOMERS

Page 18: Ppt selling

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

Page 19: Ppt selling
Page 20: Ppt 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.

Page 21: Ppt selling

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.

Page 22: Ppt selling
Page 23: Ppt selling
Page 24: Ppt selling
Page 25: Ppt selling

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)

Page 26: Ppt selling
Page 27: Ppt selling
Page 28: Ppt selling

EXPECTATIONSPRESTIGE FEELING

BEING TREATED NICELY AS VIP CUSTOMERS

THEIR COMPLAINTS SHOULD BE SOLVED QUICKLY AND EFFECTIVELY.

Page 29: Ppt selling

RETAIL STORESRETAIL STORES

Page 30: Ppt selling

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

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

Page 31: Ppt selling

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

Page 32: Ppt selling

ROLEX WATCHESROLEX WATCHES

Page 33: Ppt selling
Page 34: Ppt selling

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.

Page 35: Ppt selling
Page 36: Ppt selling
Page 37: Ppt selling
Page 38: Ppt selling
Page 39: Ppt selling
Page 40: Ppt selling

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

Page 41: Ppt selling

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

Page 42: Ppt selling

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.

Page 43: Ppt selling

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