Luxe
4527 mots
19 pages
1. Anti-laws of marketing lundi 6 septembre 201011:23
We have shown that traditional marketing could not readily be applied to luxury. This is also the case when managing a luxury brand. It is necessary to forget a fair number of laws of marketing, which may very well applied to brands, to premium brands and even trading up but not luxury. Not only traditional marketing techniques do not suited to luxury, they can in fact be positively harmful to it. Traditional marketing is only concerned with the bottom of the pyramid where they are no longer selling luxury products, but products derived from luxury brands. We should put 18 management suggestions, which we can call anti-laws of marketing peculiar to luxury ad they are the opposite extreme of what marketing doctrine normally preaches. 1. Forget about 'positioning' luxury is not comparative: In consumer marketing at the heart of every brand strategy you will find the concept of positioning. Every classic brand has to specify its positioning, and them conveys them through its products, its services, its prices, its distribution and its communications. It has define itself by a hey facet, depending on the market context and the main competitor and the expectation of the target consumers it is aiming to reach. Ex: coca (daddy's drink) versus Pepsi (new generation) When it comes to luxury being unique it was it counts, not any comparison with a competitor . Luxury is the expression of taste, of creativity identity, of a passion of the creator, 'this is what I am'. It is identify that give a brand the particular powerful feeling of uniqueness and timeless. Chanel has an identity but nor a positioning. Identity is not divisible, it is not negotiable -it simply is. Lacroix is brand it is image of bright sunshine and color and its certainly not concern with its position to other designers. 1. Does your product has enough flaws?