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Маркетинговые коммуникации премиумного алкоголя

Христо Кафтанджиева на Международной конференции практического маркетинга «Wine&Spirit Marketing Expert», 1 ноября 2012, Киев, МВЦ

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Маркетинговые коммуникации премиумного алкоголя

  1. 1. MarketingCommunications ofPremium Alcohols
  2. 2. prof. Christo Kaftandjiev, Ph.D.
  3. 3. Structure ofPresentation
  4. 4.  Definitionsof Concepts “Premium” and “Luxury” The System of Ad Appeals Ad Communicative Strategies and Approaches Type of Ads Integrated Marketing Communications
  5. 5. Definitions of Concepts“Premium” and “Luxury”
  6. 6. Premium - meaning of exceptional quality or greater value than others of its kind; superior of higher price or cost at a premium - at an unusually high price
  7. 7. Premium - ethimolgy 1601,"reward given for a specific act," from L. præmium "reward, profit derived from booty," from præ- "before" + emere "to buy," originally "to take". Adj. sense of "superior in quality" is first attested 1928.
  8. 8. Definitions of Concepts“Premium” and “Luxury”
  9. 9. Premium – Semantic Field Semantic field is all things by the help of which we can express a given concept.
  10. 10. Best ace, best kind, beyond compare, boss, capital, champion, chief, choicest, cool, crowing, culminating, finest, first, first-class, first-rate, foremost, greatest, highest, incomparable, inimitable, leading, matchless, nonpareil, number one, optimum, outstanding, paramount, peerless, perfect, pre-eminent, premium, prime, primo, principal, sans pareil, super, superlative, supreme, terrific, tops, tough, transcendent, unequaled, unparalleled, unrivaled
  11. 11. Costly cher, costive, dear, excessive, executive, exorbitant, extortionate, extravagant, fancy, high, high-priced, highly-priced, inordinate, precious, premium, pricey, top, valuable
  12. 12. Excellent accomplished, admirable, attractive, capital, certified, champion, choice, choicest, desirable, distinctive, distinguished, estimable, exceptional, exemplary, exquisite, fine, finest, first, first-class, first-rate, good, great, high, incomparable, invaluable, magnificent, meritorious, notable, noted, outstanding, peerless, piked, premium, priceless, prime, select, skillful, skookum, sterling, striking, superb, superlative, supreme, tiptop, top-notch, transcendent, wonderful
  13. 13. Luxury - meaninga material object, service, etc., conducive to sumptuous living, usually a delicacy, elegance, or refinement of living rather than a necessity
  14. 14.  free or habitual indulgence in or enjoyment of comforts and pleasures in addition to those necessary for a reasonable standard of well-beinga means of ministering to such indulgence or enjoyment
  15. 15. a pleasure out of the ordinary allowed to oneself something inessential but conducive to pleasure and comfort something expensive or hard to obtain
  16. 16. Luxury - ethimology 1340, "lasciviousness, sinful self- indulgence," from O.Fr. luxurie, from L. luxuria "excess, luxury," from luxus "excess, extravagance, magnificence," probably a fig. use of luxus (adj.). Meaning "habit of indulgence in what is choice or costly" is from 1633; that of "sumptuous surroundings" is from 1704; that of "something enjoyable or comfortable beyond lifes necessities" is from 1780. First used as an adjective 1930.
  17. 17. Luxury – Semantic Field
  18. 18. Luxury – Semantic Field affluence, bliss, comfort, delight, enjoyment, exorbitance, extra, extravagance, frill, gratification, hedonism, high-living, immoderation, intemperance, leisure, luxuriousness, nonessential, opulence, rarity, richness, satisfaction, splendor, sumptuousness, treat, well- being
  19. 19. Affluence abundance, fortune, luxury, opulence, plenty, prosperity, riches, wealthiness
  20. 20. Bed of roses clover,comfort, lap of luxury, life of ease, luxury, milk and honey, paradise, the good life, velvet
  21. 21. Comfort abundance, alleviation, amenity, assuagement, cheer, cheerfulness, complacency, contentment, convenience, cosiness, creature comforts, enjoyment, exhilaration, gratification, happiness, luxury, opulence, peacefulness, pleasure, plenty, poise, quiet, relaxation, relief, repose, rest, restfulness, satisfaction, snugness, succor, sufficiency, warmth, well-being
  22. 22. Delicacy ambrosia, banquet, bonne bouche, boodle, dainty, delight, dessert, feast, goody, indulgence, luxury, morsel, nectar, pleasure, rarity, regale, relish, savory, special, sweet, tidbit, treat
  23. 23. Elegance breeding, charm, class, courtliness, cultivation, culture, delicacy, dignity, discernment, distinction, exquisiteness, felicity, gentility, good taste, grace, gracefulness, grandeur, hauteur, lushness, luxury, magnificence, nicety, nobility, noblesse, ornateness, polish, politeness, poshness, propriety, purity, refinement, restraint, rhythm, sophistication, splendor, style, sumptuousness, symmetry, taste, tastefulness
  24. 24. Enjoyment amusement, delectation, diversion, enjoying, entertainment, fruition, fun, gladness, gratification, gusto, happiness, hedonism, indulgence, joy, loving, luxury, pleasure, recreation, rejoicing, relaxation, relish, satisfaction, savor, self- indulgence, sensuality, thrill, triumph, zest
  25. 25. Extravagance absurdity, amenity, dissipation, exaggeration, excess, exorbitance, expenditures, folly, frill, immoderation, improvidence, lavishness, luxury, outrageousness, over-indulgence, overdoing, overspending, preposterousness, prodigality, profligacy, profusion, recklessness, squander, squandering, superfluity, unreasonableness, unrestraint, unthrift, waste, wastefulness.
  26. 26. Joy alleviation, amusement, animation, bliss, charm, cheer, comfort, delectation, delight, diversion, ecstasy, elation, exaltation, exultation, exulting, felicity, festivity, frolic, fruition, gaiety, gem, gladness, glee, good humor, gratification, hilarity, humor, indulgence, jewel, jubilance, liveliness, luxury, merriment, mirth, pleasure, pride, prize, rapture, ravishment.
  27. 27. Semantic Field of Vodka One of the main constituent here is the notion of “ice”. This way we can use actively the idea of ice in the different marketing communications – advertising, PR, etc.
  28. 28. Absolut Ice BarFinlandia Ice Bar Marketing Communications
  29. 29. Luxury Brand Status Index (LBSI) Surveys The Luxury Brand Status Index (LBSI) is independent and impartial measure available of the value and equity of leading luxury brands to wealthy Americans, based on statistically meaningful data collected from wealthy consumers themselves.
  30. 30.  The LBSI incorporates four main "pillars" of value: consistently superior quality, exclusivity and uniqueness, a measure of enhanced social status, a measure of the ability of a brand to make a customer "feel special" across the customer experience with the brand.
  31. 31.  Inaddition to individual and composite metrics by age, gender, income and net worth segments among the wealthy, the survey also measures a brands ability to merit a significant premium price and referral from wealthy consumers. One advanced qualitative feature is actual consumer comments as to why they will, or will not, recommend each brand.
  32. 32.  So what will the luxury consumer want in 2012? Analysts and experts may have a clear definition of luxury as it pertains to established markets like the U.S., Europe and Japan, but for many affluent consumers in emerging markets like China, India and Russia, the concept of luxury is still new. TIME magazine Global Luxury Survey
  33. 33. Ad Appeal Appeal – Basic motivational drive that attracts consumers to the advertised good.
  34. 34. System of Ad Appeals in theMarketing Communicationsof Premium and Luxury F&D
  35. 35.  Might and Superiority Appeals Appeals of Wealth Ideological Appeals Intercultural Appeals Appeals of Art and Femininity Eco and Nature Appeals Appeals of Relationships Appeals of Humor Sex&Violence Appeals Appeals of Postmodernism, etc.
  36. 36. Might and Superiority Appeals
  37. 37. Might – National Dimensions
  38. 38. Appeals of Wealth
  39. 39. Snob Appeals
  40. 40. Appeals of Freedom
  41. 41. Appeals of Universalness
  42. 42. Outdoor Advertising
  43. 43. Ideological Appeals
  44. 44. Art, Beauty and Femininity Appeals

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Выступление Христо Кафтанджиева на Международной конференции практического маркетинга «Wine&Spirit Marketing Expert», 1 ноября 2012, Киев, МВЦ


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