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 Luxus Luxus Lux Lux Light Light Glitters So….. Luxury Glitters
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
GLOBAL MARKET SHARE: COUNTRY WISE
Features ………… Power Sun Roof
Rear View Camera
Power Closing Door
26 Speaker Sound Sys.
Rear Seat Tables
Target market structure
DOLCE&GABBANA TARGET MARKET The woman She 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 man He is a little hedonistic, free, successful and he pays attention to 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 actres ses Monica Belluci, Nicole kidman, Angelina Jolie