Premium Essay

Case Study - Vertu, Gucci, Lv

In:

Submitted By humi
Words 1846
Pages 8
Executive summary Prestigious and Luxury brands such as Gucci, Louis Vuitton and Vertu represent the uppermost level and form of craftsmanship. They demand and hindercustomer loyalty that is not affected by trends. These brands set seasonal trends and are capable of generating consumers, wherever they are established. In luxury marketing, there is a delicate relationship between 4 factors that most strongly influence the purchase of the luxury consumer. They are the exclusiveness of the brand, the reputation of the brand, forms of distribution and price/value affiliation. Exclusivity cannot always be ensured due to immense competition. But by consequence, it is not the key requirement of a luxury consumer. The consumer bases their purchasing decisions mainly on the aura of the brand and completion of their ‘actualization needs’. Therefore, aura of the brand is more important than exclusivity. A luxury consumer is always looking for newer ways to satisfy their inconsistent wants and needs. Therefore, it is important for Gucci, LV and Vertu irrespective of their exclusivity and geographical presence to research and give their consumers major importance, to be successful in the fashion or high-end market. This report will aim to discuss the key success factors of Gucci, LV and Vertu that have impacted on their brand image and exclusivity. Furthermore, it gives a detailed explanation supported with examples on how they achieve their elitism. It then discusses the problems and obstacles if these three brands wanted to establish themselves in global markets. The report also discusses their current status and performance in countries such as India, Honk Kong and more. Regiocentric and Geocentric marketing approaches are two international marketing strategies that can help Gucci, LV and Vertu whilst entering a new geographical location. The two practices

Similar Documents

Premium Essay

Case Study - Vertu, Gucci, Lv

...Prestigious and Luxury brands such as Gucci, Louis Vuitton and Vertu represent the uppermost level and form of craftsmanship. They demand and hindercustomer loyalty that is not affected by trends. These brands set seasonal trends and are capable of generating consumers, wherever they are established.In luxury marketing, there is a delicate relationship between 4 factors that most strongly influence the purchase of the luxury consumer. They are the exclusiveness of the brand, the reputation of the brand, forms of distribution and price/value affiliation. Exclusivity cannot always be ensured due to immense competition. But by consequence, it is not the key requirement of a luxury consumer. The consumer bases their purchasing decisions mainly on the aura of the brand and completion of their ‘actualization needs’. Therefore, aura of the brand is more important than exclusivity. A luxury consumer is always looking for newer ways to satisfy their inconsistent wants and needs. Therefore, it is important for Gucci, LV and Vertu irrespective of their exclusivity and geographical presence to research and give their consumers major importance, to be successful in the fashion or high-end market. This report will aim to discuss the key success factors of Gucci, LV and Vertu that have impacted on their brand image and exclusivity. Furthermore, it gives a detailed explanation supported with examples on how they achieve their elitism. It then discusses the problems and obstacles if...

Words: 262 - Pages: 2

Premium Essay

International Business

...TermPaperWarehouse.com - Free Term Papers, Essays and Research Documents The Research Paper Factory Join Search Browse Saved Papers Ads by videosaverAd Options Home Page » Business and Management Case Study In: Business and Management Case Study Case Study MTV Arabia Challenges and Strategies Case Study MTV Arabia Challenges and Strategies MTV network or music television is a worldwide brand which produce music channels and different programs, Located in America in New York States. Lunched on August, 1981 the channel was about playing music videos along with music news, interview and promotion 24 hours a day and 7 days a week. MTV's demographic targets were young adults and teenagers. MTV network start to expand their work by adding new programs such as reality programs, animated programs, rebroadcast programs……ext. And also they expand their network outside America by lunching multiple native languages of MTV channels to countries around the world by providing programs with localized contents, for example MTV has channels in Europe, Asia, Africa, Australia and Middle east or MTV Arabia, which is a shared project between Arabian television network located in United Arab Emirates which is a part of Arab Media Group the largest media group in UAE and MTV network. The channel was launched on November 17.2007. The channel plans to be a stage for young Arab adults, revealing their...

Words: 473 - Pages: 2

Premium Essay

Exconom

...Relevant facts  Company specialized in cable and small-bore pipelaying technology  Started as a technical division to a major utility  Competitive edge gained by its “mole” excavating tools  21 emplyess and over €4,000,000  Electrical and gas bills provide the core of business Questions  1. Analyze the problem presented by the client. Can Alan's problems be re-presented as opportunities? Alan’s problems can be presented as opportunites due to the lack o interest in his work team. He could do something to motivate the team (extra pay, bonus or bigger salaries) so the team can start working on the new action plan Questions  2. Formalise four objetives to protect Make a meeting with all the emplyees, have a motivational talk and see others opinions about the new plan. Explain how the business can grow with new technologies and explain that the company is not going to grow unless the employees chip in their part too. Start researching for information that could lead to new contracts Formalize all new incoming plans. Questions  Consider what problems might emerge in reconciling the clients objectives with your own as a consulting team. There could be several problems with the clients objective, the first and foremost that we can think of is a situation where a client asks Exconom to do a job that our employers are not trained to complete, making the consulting team look unprepared. Major problems to solve  Bad attitude around the work team  The...

Words: 453 - Pages: 2