Ppt selling

7,448 views

Published on

luxury brands selling..

Published in: Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
7,448
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
419
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Ppt selling

  1. 1. SELLING LUXURY BRANDS
  2. 2. <ul><li>BRANDS </li></ul><ul><li>A BRAND IS A SYMBOL THAT DISTINGUISHES A PRODUCT MADE BY ONE FIRM FROM THE OTHERS. A LABEL, A LOGO IS THE DISTINGUISHING TRADE </li></ul><ul><li>MARK OF A BRAND. </li></ul><ul><li>QUALITY, SAFETY, DESIGN, STATUS SYMBOL, FASHION IS NORMALLY ASSOCIATED WITH BRANDS IN PEOPLE’S MINDS. </li></ul>
  3. 3. LUXURY DEFINING LUXURY LUXURY 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’.
  4. 4. <ul><li>WHAT ARE LUXURY BRANDS? </li></ul>
  5. 5. <ul><li>LUXURY BRAND </li></ul><ul><li>A LUXURY BRAND IS AN EXPENSIVE BRAND, AN ELITE BRAND. </li></ul><ul><li>TO SOME ITS AN OBJECT OF DESIRE,SOMETIMES ASPIRATIONAL, SOMETIMES ALMOST LUSTFUL. </li></ul><ul><li>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.” </li></ul>
  6. 6. WHAT COMES UNDER LUXURY PRODUCTS <ul><li>JEWELLERY AND GEMS </li></ul><ul><li>APPARELS </li></ul><ul><li>WATCHES </li></ul><ul><li>PERFUMES </li></ul><ul><li>LIQUOR </li></ul><ul><li>AUTOMOBILE </li></ul><ul><li>FOOTWARE </li></ul>
  7. 7. THE BRAND PYRAMID
  8. 8. <ul><li>CORE CRITERIA FOR LUXURY BRANDS </li></ul><ul><li>AUTHENTICITY AND CONVICTION </li></ul><ul><li>ICONIC STATUS </li></ul><ul><li>GLOBAL </li></ul>
  9. 9. <ul><li>VALUING BRANDS </li></ul>
  10. 10. <ul><li>LEADING LUXURY BRANDS OF THE WORLD </li></ul>
  11. 12. <ul><li>HIGH ENGINE CAPACITY </li></ul><ul><li>HIGHEST RPM </li></ul><ul><li>TREMENDOUS PICK-UP AND SPEED </li></ul><ul><li>TWO SEATED CAR </li></ul><ul><li>SUPERB COMFORT </li></ul><ul><li>FULL DRIVING CONTROL ON STEERING </li></ul><ul><li>MODES:-RACE, CITY DRIVE, HIGHWAY DRIVE </li></ul>FEATURES IN CAR
  12. 13. <ul><li>AUTOMATIC TRANSMISSION </li></ul><ul><li>FOUR ABS (AIR BAGS) </li></ul><ul><li>STEERING LOCK WHILE DRIVING ON HIGHWAY </li></ul>FEATURES IN CAR
  13. 14. <ul><li>TREMENDOUS PICK-UP AND SPEED </li></ul><ul><li>HIGHEST RPM </li></ul><ul><li>TWO SEATED SUPER CAR </li></ul><ul><li>SUPERB COMFORT </li></ul><ul><li>AUTOMATIC TRANSMISSION </li></ul><ul><li>MODES OF DRIVING </li></ul>WHAT MAKES FERRARI LUXURIOUS?
  14. 15. <ul><li>PHILIP KOTLER DEFINES MARKETING STRATEGY AS “A GAME PLAN FOR ACHIEVING THE LONG-RUN OBJECTIVES OF FIRM”. </li></ul><ul><li>STRATEGIES APPLIED TO INFLUENCED COMPETITORS- </li></ul><ul><li>RESEARCH AND DEVELOPMENT </li></ul><ul><li>PLANNING AND MARKET SEGMENTATION </li></ul><ul><li>TARGETING THE HIGHEST CLASS SOCIETY </li></ul>STRATEGIES APPLIED FOR SELLING LUXURY PRODUCTS
  15. 16. <ul><li>PRODUCT </li></ul><ul><li>PRICE </li></ul><ul><li>PLACE </li></ul><ul><li>PROMOTION </li></ul><ul><li>PLEASURE </li></ul><ul><li>PASSION </li></ul><ul><li>PURPOSE </li></ul><ul><li>PEOPLE </li></ul>8P’S OF MARKETING FOR SELLING LUXURY BRANDS
  16. 17. <ul><li>Highest Class Societies – Top 1% </li></ul><ul><li>Celebrities </li></ul><ul><li>Sportsman </li></ul><ul><li>Trilinear Business man </li></ul>TARGET CUSTOMERS
  17. 18. <ul><li>SUB P’S MEANS PROCESS WHILE SELLING LUXURY PRODUCTS – </li></ul><ul><li>SHOWROOM’S EXTERIOR AND INTERIOR </li></ul><ul><li>PERSONNEL SELLING </li></ul><ul><li>AFTER SALES SERVICE </li></ul><ul><li>BRANDING </li></ul><ul><li>PRESTIGIOUS AND VIP FEELINGS </li></ul>SUB P’S OF SELLING
  18. 20. Louis 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.
  19. 21. <ul><li>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. </li></ul>
  20. 25. <ul><li>TARGET CUSTOMERS </li></ul><ul><li>THE TOP 1% AND WEALTHY ARE THE TARGETS OF LUXURY-GOODS MARKETERS. </li></ul><ul><li>RICH PEOPLE WHO CAN REALLY AFFORD STYLISH EXCLUSIVITY. </li></ul><ul><li>CELEBRITIES. </li></ul><ul><li>&quot;All customers are equal, but some customers are more equal than others&quot;. </li></ul><ul><li>(Graeme Green) </li></ul>
  21. 28. <ul><li>EXPECTATIONS </li></ul><ul><li>PRESTIGE FEELING </li></ul><ul><li>BEING TREATED NICELY AS VIP CUSTOMERS </li></ul><ul><li>THEIR COMPLAINTS SHOULD BE SOLVED QUICKLY AND EFFECTIVELY. </li></ul>
  22. 29. RETAIL STORES
  23. 30. <ul><li>5 SUB-PROCESSES—FROM ENTERING TO EXITING THE STORE. </li></ul><ul><li>THE SUB-PROCESSES : </li></ul><ul><li>STORE OUTLOOK AND INTERIOR DECORATION </li></ul><ul><li>PRODUCT </li></ul><ul><li>PRICE </li></ul><ul><li>SERVICE </li></ul><ul><li>FEELING OF PRESTIGE </li></ul>
  24. 31. <ul><li>MARKETING STRATEGIES </li></ul><ul><li>SELECTIVE RETAILING </li></ul><ul><li>GRAY MARKET CONTROL: SMUGGLING CONTROL </li></ul><ul><li>USE OF INTERNET MARKETING </li></ul><ul><li>CHANNEL DIFFERENTIATION </li></ul><ul><li>PERSONAL DIFFERENTIATION </li></ul>
  25. 32. ROLEX WATCHES
  26. 34. <ul><li>ROLEX SA IS A SWISS MANUFACTURER OF HIGH QUALITY, LUXURY WRISTWATCHES. </li></ul><ul><li>ROLEX WATCHES ARE POPULARLY REGARDED AS STATUS SYMBOLS . </li></ul><ul><li>ROLEX WATCHES ARE SYNONYMOUS WITH LUXURY, SUCCESS, AND STYLE. </li></ul>
  27. 40. LUXURY IN ASIA LUXPLOSION ROCKING ASIA <ul><li>94% OF WOMEN IN TOKYO IN THEIR 20’S HAVE SOMETHING FROM LV </li></ul><ul><li>ASIA IS NOW THE WORLD’S BIGGEST MARKET FOR LUXE </li></ul><ul><li>37% IN ASIA + 15% BY ASIANS ABROAD </li></ul><ul><li>CHINA WILL BE THE BIGGEST IN 7 YEARS </li></ul>RVG NewsVision Pvt. Ltd
  28. 41. <ul><li>VALUE DRIVERS OF LUXURY BRAND TODAY </li></ul><ul><li>PORTFOLIO MANAGEMENT – STRATEGIC FOCUS </li></ul><ul><li>EMERGING MARKETS – LAND GRABS </li></ul><ul><li>CHANNEL OPTIMIZATION – RETAIL TRANSFORMATION </li></ul><ul><li>DEALING WITH COUNTERFEIT – TECHNOLOGICAL SOLUTION </li></ul><ul><li>PUSH ADVANCED FUNCTIONALITY – TECHNOLOGICAL INNOVATION </li></ul><ul><li>TECHNOLOGY-ENABLED CREATIVITY – DESIGN INNOVATION </li></ul>
  29. 42. <ul><li>THE STORY IN INDIA </li></ul><ul><li>LUXURY IS NOT NEW TO INDIA BUT THE MODERN FORM IS YET TO EVOLVE. </li></ul><ul><li>BRANDING </li></ul><ul><li>LASTING CUSTOMERS RELATIONS </li></ul><ul><li>SIGNATURE LOOK </li></ul><ul><li>VIRGIN MARKET </li></ul><ul><li>LUXURY IN INDIA HAS BECOME MORE ACCESSIBLE. BOLLYWOOD IS AN INFLUENCER. </li></ul>
  30. 43. <ul><li>THE INDIAN LUXURY MARKET & INDUSTRY </li></ul><ul><li>OVER ONE MILLION LUXURY CONSUMERS </li></ul><ul><li>POTENTIAL NEW CUSTOMERS: EIGHT MILLION </li></ul><ul><li>WITH HIGH DISPOSABLE INCOME </li></ul><ul><li>TARGET AUDIENCE: 22-55 YEARS </li></ul><ul><li>CURRENTLY WORTH: US$444MIL/RS2,400CR </li></ul>

×