02_Brand Consultancy_The Facebook Marketing For Luxury Brands 0630

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Luxury Strategy:
The Facebook Marketing for Luxury Brands or Brands aiming to be positioned as luxury brands!

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02_Brand Consultancy_The Facebook Marketing For Luxury Brands 0630

  1. 1. Sign Up<br />It’s free and anyone can join<br />Topic:<br /> I am:<br />Advisor:<br />Date:<br />The Facebook Marketing for Luxury Brands:<br />Case Studies: Louis Vuitton, Gucci & Burberry<br />Emily Yu-ting Chen,GMBA<br />Chun-Yao, Huang, PhD.<br />June 30th, 2010<br />Sign Up<br />Create a page for celebrity, brand or business<br />
  2. 2. Outline<br />
  3. 3. Study of Purpose I:Motivation<br />
  4. 4. Study of Purpose II<br />Why FB? <br />
  5. 5. Study of Purpose II<br />3 Luxury Case Studies: Different Country of Origin<br />
  6. 6. indings<br />
  7. 7. Managerial Implications<br />Facebook Marketing for Luxury brands<br />T-STP<br />
  8. 8. Luxury Background: Luxury Definition<br />Luxury<br />Pierre Xiao Lu (2008), 6 characteristics of luxury definition<br />
  9. 9. Luxury Background: Luxury Strategy<br />Source: Edited from Luxury Strategy Course Material by Vincent Bastien<br />Online Strategy: “Always communicate via the internet, but never sell on the internet”<br />
  10. 10. Luxury Background: Communication Strategy<br />Dream Equation – Four typical situations(Bernard Dubois HEC)<br />Source: Edited from Luxury Strategy Course Material by Vincent Bastien<br />
  11. 11. Background <br />Social utility for efficient communication with friends, family and coworkers<br />February 2004, Palo Alto, Calif. U.S.<br />Technologies that facilitate the sharing of info via the social graph, the digital mapping of people's real-world social connections.<br />Anyone<br />
  12. 12. Background <br />Users:>400 m active users, >200m log on/day<br />Sharing:>5 b pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared/week<br />Global:70% of Facebook users are outside the United States<br />Network effect: 130 friends, sends 8 friend requests/m<br />Interactivity:>20m people become fans of Pages/day>500,000 active applications <br />
  13. 13. Empirical Studies I – Brand Offline<br />History of LV, Gucci and Burberry<br />Brand Characteristics : <br />Icons<br />Potato<br />
  14. 14. Empirical Studies I – Brand Offline<br />Product Pyramid & its Luxury Strategy<br />Louis Vuitton<br />Dream <br />-Luxury Strategy-<br />Quality/$ ratio Investment <br />-Premium Strategy-<br />Awareness, Imitation<br />-Fashion Strategy-<br />
  15. 15. Empirical Studies I – Brand Offline<br />Product Pyramid & its Luxury Strategy<br />Gucci<br />Dream <br />-Luxury Strategy-<br />Quality/$ ratio Investment <br />-Premium Strategy-<br />Awareness, Imitation<br />-Fashion Strategy-<br />
  16. 16. Empirical Studies I – Brand Offline<br />Product Pyramid & its Luxury Strategy<br />Burberry<br />Dream <br />-Luxury Strategy-<br />Quality/$ ratio Investment <br />-Premium Strategy-<br />Awareness, Imitation<br />-Fashion Strategy-<br />
  17. 17. Empirical Studies II – Brand Online<br />Facebook Marketing: Search, Application & Features, Content<br />Search<br />
  18. 18. Empirical Studies II – Brand Online<br />Facebook Marketing<br />Search<br />
  19. 19. Empirical Studies II – Brand Online<br />Facebook Marketing<br />Application & Features<br />
  20. 20. Empirical Studies II – Brand Online<br />Facebook Marketing<br />Application & Features<br />
  21. 21. Empirical Studies II – Brand Online<br />Facebook Marketing<br />Application & Features<br />
  22. 22. Empirical Studies II – Brand Online<br />Facebook Marketing<br />Content: Informational / Functionality /Externality /Interactivity<br />
  23. 23. Empirical Studies II – Brand Online<br />Facebook Marketing<br />Content: Informational<br />
  24. 24. Empirical Studies II – Brand Online<br />Facebook Marketing -Content: Functionality<br />
  25. 25. Empirical Studies II – Brand Online<br />Facebook Marketing - Content: Functionality<br />
  26. 26. Empirical Studies II – Brand Online<br />Facebook Marketing -Content: Externality<br />
  27. 27. Empirical Studies II – Brand Online<br />Facebook Marketing -Content: Interactivity<br />
  28. 28. indings<br />
  29. 29. Conclusion: Managerial Implications<br />Facebook Marketing for Luxury brands<br />T-STP<br />
  30. 30. Indings: IMC<br />
  31. 31. Indings: IMC<br />Online+Offline<br />Other IMC Tools<br />
  32. 32. Indings: IMC<br />Local Strategy<br />
  33. 33. Indings: CRM<br />
  34. 34. Indings: WOM<br />
  35. 35. Indings: WOM<br />Language Inconsistency(5) Negative message <br /> Spam Ads<br />
  36. 36. Indings: C.B.– AIDMA to AISAS<br />
  37. 37. Indings: C.B.– AIDMA to AISAS<br />Action!<br />Share! Search!<br />
  38. 38. Like · Comment · Share<br />Facebook Marketing for Luxury Brands<br />Case Studies: Louis Vuitton, Gucci and Burberry<br />By EmilyYu-Ting Chen<br />Like ·<br /> Comment ·<br />

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