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Luxury final pp

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R
ritiruchi

Selling luxury goods requires projecting tangible and intangible attributes to satisfy customers and provide value. Luxury brands offer high intangible utility relative to price with indulgent and non-essential products. Positioning is creating the brand's essence in customers' minds through its functional and non-functional attributes. Marketing luxury goods involves targeting different segments, from those seeing luxury as indulgence to those viewing it as necessary. The global luxury market is growing, with countries showing varying levels of demand.

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SELLING OF LUXURY GOODS PRESENTED BY:
WHAT IS SELLING? 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
BRAND PYRAMID
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 Product Pricing Placement- distribution Promotion Process Physical Evidence People Packaging
GLOBAL MARKET SHARE: COUNTRY WISE
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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
 
 
WHAT IS LUXURY TO INDIVIDUALS TO A LOWER MIDDLE CLASS SOCIETY TO A UPPER MIDDLE CLASS SOCIETY TO THE HIGH CLASS SOCIETY
INDIAN MARKET .
Thank you !

More Related Content

Luxury final pp

  • 1. SELLING OF LUXURY GOODS PRESENTED BY:
  • 2. WHAT IS SELLING? 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.
  • 3. 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
  • 4.  
  • 5. “ 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
  • 7. 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
  • 8. EIGHT P’s OF MARKETING Product Pricing Placement- distribution Promotion Process Physical Evidence People Packaging
  • 9. GLOBAL MARKET SHARE: COUNTRY WISE
  • 11. History …………… Features ………… Power Sun Roof Leather Interior Rear View Camera Power Closing Door 26 Speaker Sound Sys. Rear Seat Tables Refrigerator
  • 12.  
  • 14.  
  • 15.  
  • 16. Target market structure
  • 17. 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
  • 18. The man He is a little hedonistic, free, successful and he pays attention to details. He lays down the rules imposing his personality
  • 19. ENDORSEMENT D&G communication is based on endorsement strategy They wear football Players (Italy team)
  • 20. They Dress Rock Stars Madonna, Jennifer Lopez, Elthon Jhon
  • 21. They They dress actres ses Monica Belluci, Nicole kidman, Angelina Jolie
  • 22.  
  • 23.  
  • 24. WHAT IS LUXURY TO INDIVIDUALS TO A LOWER MIDDLE CLASS SOCIETY TO A UPPER MIDDLE CLASS SOCIETY TO THE HIGH CLASS SOCIETY