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02_Brand Consultancy_Luxury Strategy For B & M In Taiwan Emily Yuting Chen 0712 2010

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Luxury Strategy For Baume & Mercier (France) In Taiwan Emily Yuting Chen 0712 2010

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02_Brand Consultancy_Luxury Strategy For B & M In Taiwan Emily Yuting Chen 0712 2010

  1. 1. Luxury Strategy for B & M in Taiwan<br />Emily Yuting Chen<br />July 12th, 2010<br />
  2. 2. Outline<br />
  3. 3. 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 />
  4. 4. Luxury Definition<br />Luxury<br />Pierre Xiao Lu (2008), 6 characteristics of luxury definition<br />
  5. 5. Luxury Communication Strategy<br />
  6. 6. Luxury Communication Strategy<br />Dream Equation – Four typical situations(Bernard Dubois HEC)<br />Source: Edited from Luxury Strategy Course Material by Vincent Bastien<br />
  7. 7. Luxury Marketing Strategy<br />
  8. 8. Marketing Management<br />Marketing Management for B&M<br />T-STP<br />
  9. 9. Marketing Strategy I: Brand Identity<br />History of B&M Brand Characteristics : <br />Icons<br />Potato<br />Ambassodor<br />
  10. 10. Marketing Strategy II: Product Pyramid<br />Product Pyramid & its Luxury Strategy<br />Dream <br />-Luxury Strategy-<br />Quality/$ ratio Investment <br />-Premium Strategy-<br />Awareness, Imitation<br />-Fashion Strategy-<br />
  11. 11. Indings: IMC<br />
  12. 12. Indings: IMC<br />Online+Offline<br />Other IMC Tools<br />
  13. 13. Indings: IMC<br />Local Strategy<br />
  14. 14. Indings: CRM<br />
  15. 15. Indings: WOM<br />
  16. 16. Indings: WOM<br />Language Inconsistency(5) Negative message <br /> Spam Ads<br />
  17. 17. Indings: C.B.– AIDMA to AISAS<br />
  18. 18. Indings: C.B.– AIDMA to AISAS<br />Action!<br />Share! Search!<br />

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