Upmarket brands behavior in communication Russia 2007

1. UPMARKET BRANDS
OVERVIEW
Moscow, August 2007

2. UPMARKET BRANDS GROUPS
LUXURY BRANDS CONNOISSEURSHIP
BRANDS
Motorola D&G edition
Dunhill Cigarettes
Dolce & Gabbana
Longines
Louise Vuiton American Express
Hermes Martell
Lexus
Land Rover
Hugo Boss
Bulgari
Vogue Cigarettes

3. LUXURY BRANDS
OVERVIEW

4. Motorola
Motorola was the first company which made the designer
edition of cell telephones.
For development of new stylish design Motorola engaged
the most famous fashion designers Dominico Dolce and
Stefano Gabbana.
The campaign started in Russia in 2006 year.
The design of telephone made in gold color.
Specially for this edition were written the music for phone
ring.
In advertising campaign also took part the designers
Dominico Dolce and Stefano Gabbana.
MOTORAZR V3i DOLCE & GABBANA unites the
elegance and unique design of Motorola with the individual
style and attitude of DG. This distinctive gold handset
comes with a fashionable lanyard and is loaded with DG
ringtones, screen savers & wallpapers. Available for
purchase in the same exclusive collection are a DG gold
eel skin carry case, S200 gold headphones and matching
compatible Bluetooth® enabled H700 headset.
MOTORAZR V3i DOLCE & GABBANA, perfect marriage
of design and technology.

5. Dolce&Gabbana
Dolce&Gabbana is the Dream: a luxury brand that owes
its incomparable appeal to superior sartorial content and
stylistic originality.
Dolce&Gabbana evolves but never changes radically.
An unmistakable, timeless style standing for an
unconventional luxury which, season after season, combines
innovation with the
strong mediterranean flavour of its origins.
A brand whose essence lies in its contrasting yet
complementary features.
The Dolce&Gabbana man and woman are individualists who
know how to get the most out of life, and see clothes as an
expression of their personality and lifestyle.

6. Louis Vuitton
Since it was founded in 1854, Louis Vuitton
has been a byword for stylish, elegant luggage.
LV has fashioned its legend for travel adventure by
creating luggage, bags and accessories that are as
elegant as they innovative.
Today, as in the past, the House cultivates its
prized craftsmanship, the passion for skilled
handwork and the most
exquisite materials to create products whose
unique value is recognized worldwide.
Each stunning detail and signature element
respects this long tradition of excellence.
Within LV’s workshops, extraordinary leather craft is
handed down from master to apprentice, generation
after generation.
There is a certain sleight of hand and keenness of
eye that no machine could ever replace. It is this
unique quest for perfection that guaranties the
lasting quality of LV products.

7. Lexus
Established in the early 1980s and launched in
1989, the Lexus marque soon became associated
with quality, luxury and superior customer
satisfaction. The brand reputation grew quickly until,
barely a dozen years after its founding, Lexus
became America's best-selling line of luxury motor
vehicles
Slogans: Aspiring to the perfection, changing to
better
Aspiration for perfect motion
Positioning Statement: The car with unsurpassed
driving performance

8. Land Rover
In the mid 1960s, Land Rover became convinced
that the market for a more luxurious four wheel drive
vehicle was about to take off. And so began Land
Rover´s mission to develop a vehicle which would
combine saloon car levels of performance, handling,
ride comfort and refinement with all the ruggedness
and 4x4 ability of a Land Rover.
In 2001, New Range Rover was launched. It is easily
the most capable luxury vehicle in the world, with
new chassis, new suspension, new drivetrain and
new styling. New Range Rover is continuing the
remarkable story of a remarkable vehicle.
Slogans: From the top of position
The highest value – is inspiration. Look at the world
newly.
Positioning Statement: the car which confirm the
status of its’ owner and inspire on new level
achievements

9. Land Rover

10. Hugo Boss The strengths initially generated by the
substantial and sustained success of the BOSS
brand – first introduced as a classical men’s
businesswear line in the 1970s – have been
extended to a range of other fashion segments.
Today the BOSS image is transported by four
independent and distinctively positioned lines
targeting various needs.
The menswear collections are focused in BOSS
Black on elegant businesswear, with BOSS
Orange providing up-to-date casualwear and the
BOSS Green collection offering performance
sportswear. Those who demand exceptional
materials, craftsmanship and exclusivity will
appreciate the luxurious tailored fashions of
BOSS Selection.
At the same time, the womenswear segment has
been expanding both systematically and
successfully. The refined looks of BOSS Black
and the hip, creative fashions of BOSS Orange
are now available for women as well.
The HUGO brand, launched in 1993, adds
unconventional accents and uniquely different
styles. The line has included womenswear since
the end of the 1990s.

11. Bulgari
Quality and excellence are the basis of Bulgari’s
culture. The corporate philosophy reflects the
same commitment within the working
environment with the aim of achieving an
organization aimed at the full satisfaction o the
customer.
Excellence for Bulgari means the perfect
balance
between top quality products and impeccable
services worldwide.
The concept of Excellence is based on four main
points:
- Outstanding Quality;
- Distinctive Style;
- Outstanding Products;
- Customer Delight.

12. Vogue Cigarettes
As the result of junction of British
American Tobacco with his American
competitor Rothmans International in 1999
the brand portfolio of the united companies
was enlarged with the line of amazing
variations of Vogue cigarettes.
The first appearance of the famous Vogue
Superslims and Vogue Superslims Menthol
took place in 1987. In Russia the
distribution began since 1990. The Vogue
brand has become a leader of “women”
cigarettes in Russia. From year to year the
brand continuous to increase the sales
volume and keeps the leading position in
premium segment among cigarettes for
women. Success of new brand version –
Vogue Arome – exceeds the boldest
expectations. In March 2007 was launched
super premium version Vogue Blanche
and Vogue Noire. These ultra light
cigarettes are filled with deep, multi-grade
tastes. Smoking of Vogue Blanche brings
the feel of coolness, Vogue Noire gives
warmth.

13. LUXURY BRANDS
CONCLUSIONS
• Brand of the “Luxury” group use “Product as the hero” approach in
communication : every creative executions is built as a presentation
of a product;
• Brands RTB are mostly visual, based on their
appearance/image, visual style of the pictures;
• The most of brands look cold, melodramatic, superficial, stylized and
ostentatious. Dolche & Gabbana also looks whimsical.
• Non of the brands have vivid image, is full of human emotions or joy
of life. Everyone looks quite egoistic, like saying that its owner will
dominate among others who don’t belong to the owners.

14. CONNOISSEURSHIP
BRANDS OVERVIEW

15. Dunhill Cigarettes
Dunhill International brand was launched by
• .
Rothmans International Company.
World wide famous cigarettes have
become an attribute of luxurious life style.
These cigarettes are the subject of preference of
high society.
The brand distinction is refined taste of American
blend, low contents of nicotine and original
packaging which is easy to remember and
recognize (identify).
In December of 2006 was launched he new
brand of super premium segment Dunhill Top
Leaf, distinguished by special style and
individuality.
Dunhill Top Leaf cigarettes are made of upper
leaves of Virginia tobacco sort selected by
experts of Dunhill Tobacco House.
These cigarettes have a bright taste and aroma.
Slogans: Bright individuality. Individuality of
aroma.
Taste of the present. Real tobacco.

16. Martell
Martell was created in 1715 and is
the oldest of all great cognac houses.
Since then, Martell has carefully
preserved the integrity
and reputation of the cognacs that
bear its name, remaining loyal to the
inspired and independent spirit of its
founder: Jean Martell.
As a result of its blending using the
finest eaux-de-vie with a high
proportion of Borderies,
the specific Martell method of double
distillation and the use of fine grained
"Tronçais type" oak wood.
Martell is a unique cognac wuth a
light, floral, round and elegant
character.

17. Martell

18. Longines Since its creation in 1832 in Saint-Imier, Switzerland,
Longines has played a pioneering role in numerous
technological breakthroughs while displaying its elegance
around the world.
Longines made history in the world of sports by
introducing in 1912 the principle of an electric wire, which
at the start and finish of a race, activated and stopped the
timing mechanism. It has since been appointed official
timekeeper for many international sports events, including
many winter and summer Olympic Games. Longines has
also been associated with the history of aviation and
navigation.
All Longines watch lines offer a unique
precision and elegance, as stated in the company’s
advertising campaign, "Elegance is an attitude".
Two Russian celebrities are taking part in advertising
campaign of Longines around the world: Oleg Menshikov
and Ingeborge Dupkunayte.

19. American Express
The launch campaign of American Express credit
cards started in December 2005.
The main idea of campaign that it is an exclusive
club for well-to-do people.
In campaign took part Russian celebrities:
Tatiana Vasilieva (the actress)
Evgeniy Greshkovets (the writer)
Arkadiy Novikov (the victualler)

20. CONNOISSEURSHIP BRANDS
CONCLUSIONS
• All brands of the group are built on Expertise but differ on the level
of creative approach from each other:
• “Product is the hero” is used also, but opposite to “Luxury” brands,
the product itself is used as the brand’s RTB. Its design, pack and
qualities assist to deliver proofs of Expertise within the segment/or
category;
• “Expert/opinion leader endorsement” is used by brands which are
not able to visualize their RTB directly. Branded image of an experts
is the RTB for a brand.
• Brands which use “Product as the hero” look noble and stylish, but
don’t deliver much of emotions.
• Brand which use “Expert endorsement” have noble image too, but
also deliver joy of life and emotions because of people images.

21. GENERAL
CONCLUSIONS

22. GENERAL CONCLUSIONS
• “Luxury” brands dominate in Russian market of upmarket brands.
Main reason for this is the lack of consumer culture because of fast
development of the market in a shot period of time (in about a
decade) which led to:
• Many consumers aren’t much experienced with such brands: many
of them are newcomers who consume such products rarely;
• Many consumer perceive luxury in “old money” way:
expensive, exclusive, add status of its owner, appreciated by others;
• Many consumers think that if a brand is upmarket one it must be
well-know, easy-recognizable and appreciated in this way by many
people;
• Many consumers understand quality of super-premium brand as the
mix of price and premium/up-scale image, don’t take in account
heritage or products uniqueness;

23. GENERAL CONCLUSIONS
(cont.)
• “Luxury” brands are oriented for wide group of consumers
thus more advertised and more know; and because of this
there are a lot of fakes in the market that also aims awareness
growth.
• Another reason for this domination is Russian consumers’
perception of super-presumes in the Oriental way as the sigh
of Power.
We assume that it prevents development of New Luxury and
growth of consumers’ connoisseurship, because consumers do
care about brand appearance and status more than about it’s
quality and consumption features;

24. GENERAL CONCLUSIONS
(cont.)
• We can assume that brands from the rest two groups are
more demanded by consumers who:
• Either joined the super-premium segment at the beginning of its
development and got enough experience by today. These are
more people who have a fortune and had been consumed super-
premium brand a decade at least.
• Or positioned themselves as unique/independent personalities
who settle but not follow the mainstream trends. These are more
the new-bourgeoisie or well-paid yuppie who are open-
minded, free from social conventions, very self-confidence and
can pay for their choice.