Luxe Marketing

In: Business and Management

Submitted By humanoid
Words 4667
Pages 19
Introduction
Le domaine du Luxe est l’un des seuls secteurs qui ne souffrent pas de la crise (ou très peu). Le groupe LVMH a publié des résultats en hausse en 2012. Le numéro un mondial du luxe a vu ses ventes augmenter de 19% à 28,1 milliards d'euros en 2012. D’ailleurs, selon le cabinet de conseil Bain & Company, entre 1995 et 2025 le marché mondial des produits de luxe devrait être multiplié par cinq. En effet, l’essor de nombreux pays en développements, comme le Brésil ou la Chine, permettront à de nouveau clients d’accéder au monde du Luxe. Par exemple, un quart des achats de luxe dans le monde en 2012 sont imputables aux Chinois (25%).

Les marques de luxe profitent donc du phénomène de mondialisation pour toucher un maximum de nouveaux clients dans le but de faire croître leur chiffre d’affaire ainsi que leur bénéfice (au risque de vendre leur âme au diable en « démocratisant » leur production, c'est-à-dire devenant de plus en plus communes et perdre leur effet d’élitisme).

I. Les différentes catégories du Luxe Hiérarchie des Luxes

Le luxe inaccessible
Le luxe inaccessible est destiné à une sphère de clients, fortunés, très réceptifs à l’authenticité des produits et au prestige de la Marque. En effet, cela nécessite une stratégie d’offre très privilégiée centrée sur l’environnement symbolique, culturel et historique de la marque ainsi que par une stratégie relationnelle axée sur le fait de véhiculer un sentiment d’élitisme, d’appartenance à un cercle d’initiés.
Dès lors, les produits proposés sont rares, chers, leur distribution est très sélective ainsi que leur communication.
En outre, le Luxe inaccessible doit adopter une stratégie très implicite et intuitive mettant en avant les sous-entendus du luxe et s’adressant au sens de la subtilité et de l’imagination.
Le luxe intermédiaire
Le luxe intermédiaire répond à une attente…...

Similar Documents

Marketing

... Marketing is the process of communicating the value of a product or service to customers. Marketing might sometimes be interpreted as the art of selling products, but selling is only a small fraction of marketing. As the term "Marketing" may replace "Advertising" it is the overall strategy and function of promoting a product or service to the customer. From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. The process of communicating the value of a product or service through positioning to customers. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that benefit the organization and its shareholders. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value. There are five competing concepts under which organizations can choose to operate their business; the production concept, the product concept, the selling concept, the marketing concept, and the holistic marketing concept. The four components of holistic marketing are relationship marketing, internal marketing, integrated marketing, and socially responsive marketing.......

Words: 1759 - Pages: 8

Marketing

...| |Le cœur de cible |Positionnement actuel |Stratégie marketing |Stratégie concurrentielle | |Le lavandin de Grignan |Les hommes et plus |Cette entreprise se positionne sur|Stratégie de |Stratégie du challenger : Le but | | |particulièrement les |2 secteurs : cosmétique et |différenciation : donner |de cette entreprise est de hisser | | |femmes |décoration. |au produit des qualités |au niveau de l’Occitane. « Partout| | | |Différenciation par l’mage : |distinctives qui le |où l’Occitane s’installe, on suit | | | |« luxe provençal » |différencie de son |pour démarcher les détaillants du | | | |Ils sont présents dans des |principal concurrent. |coin. » | | | |milliers de magasins alors que | | | | | |l’Occitane n’est présent que dans | | | | | |ses propres magasins. | | ......

Words: 372 - Pages: 2

Analyse Marketing Groupe Accor

... * 183 millions de visites par an sur les sites différents de réservation Accor * Plus de 130 millions de repas servis par an * 1 réservation via les sites Internet de Accor toutes les 3 secondes dans le monde * Plus de 6 000 nouveaux membres Le Club Accorhotels par jour Un portefeuille de marques fortes pour un positionnement efficace et unique : Accor propose un portefeuille unique de marques complémentaires, du luxe à l’économique, reconnues et appréciées pour leur qualité de service à travers le monde : Sofitel, Pullman, MGallery, Novotel, Suite Novotel, Mercure, Ibis, Ibis Styles, Ibis budget, HotelF1, ... et Thalassa sea & spa. Les marques du Groupe proposent des formules de séjour adaptées aux besoins de chacun de leurs clients d’affaires et de loisirs. Chacune de ces marques ont donc un positionnement bien précis sur le marché et proposent des prix variants du très abordable / économique au luxe “cher”. Voici ci dessous les différentes marques du groupe Accor selon leur niveau de gamme : Luxe et haut de gamme : Sofitel Luxury Hotels: * Élégance à la française * Performance et excellence * Valeurs: esprit d’ouverture, passion de l’excellence, essence du plaisir * Réseau: 112 hotêls, 28 887 chambres dans 38 pays * Clientèle: 59% affaires - 30% loisirs Gallery : * Haut de gamme (forte de personnalité, identité, design et histoire) * Cibles: voyageurs individuels,......

Words: 5089 - Pages: 21

Marketing Mix of Fictional Product

...Marketing Mix Product Lancôme, founded in France in 1935, and bought by L’Oreal (also a French company) in 1964, is L’Oreal’s high end division of cosmetics, fragrances, and makeups. (“Lancôme”) Research has shown that Lancôme is missing out or underutilizing on a major segment of the market, about half: men. The case study illustrates the growing men’s grooming market in the US: currently $14 billion, and expected to reach $21 billion by 2015. In order to address this, Lancôme needs a product that will reestablish themselves in the men’s grooming market since they have primarily been viewed exclusively as a perfume, makeup, and skin care company, mainly targeting female consumers. What is something men experience and (most) women do not? Balding. Lancôme will introduce a “Hair Restoration Shampoo” targeted exclusively towards men. This shampoo is more of a “preemptive strike” shampoo/conditioner than typical balding ointments/creams, such as Rogaine. The “Hair Restoration Shampoo” is targeted towards men who are showing signs of balding, or fear future baldness in general. We feel the latter has huge opportunity, as almost every man fears going bald at some point in his life. The main competition in this market is Rogaine, a topical hair re-growth product, first made available by prescriptions in the late eighties. (“History of Rogaine”) Rogaine has evolved over the years and, since 2006, has been made available over the counter. The man advantage that Rogaine......

Words: 416 - Pages: 2

Synthèse Luxe 2.0

...Synthèse 1 : Les produits cosmétiques de luxe Cosmétiques sont les produits de luxe les plus vendus par les enseignes. Les éléments constitutifs du luxe d’après les interviewés. Un produit de luxe c’est avant tout un produit : De Qualité Raffiné Rare Onéreux Qui s’accompagne d’un service de qualité Un packaging spécifique Relation avec la marque pouvant être de nature symbolique (j’achète ce produit car c’est un produit cher et prestigieux) ou affective (souvenirs et histoires personnelles conditionnent l’achat du produit) Dans le cas des produits cosmétiques de luxe, l’achat d’un de ces produits répond souvent à un besoin d’appartenance ou un besoin d’estime Les motivations d’achat : Notoriété Fiabilité du produit Prestige Pour s’informer de l’actualité d’une marque de luxe son site institutionnel reste privilégié mais les consommateurs n’hésitent plus à chercher des infos complémentaires sur les blogs, réseaux sociaux, … Quel accueil sur les réseaux sociaux Accueil plutôt favorable, globalement les interviewés estiment que les enseignes de luxe doivent investir les médias sociaux et que cela ne dévalorise pas leur image + tentation d’achat renforcée. + Présence via médias sociaux + application = renforcement proximité avec la marque. Achats en ligne restent rare par manque de confiance & canal de distribution pas totalement intégré par le consommateur de luxe 2.0. + besoin de toucher, sentir le produit Internet =......

Words: 425 - Pages: 2

Marketing

...*/introduction Critically evaluates the marketing planning process Discusses impediments to effective implementation of marketing plan Introduction The leading exponents of the marketing planning have been warned of the communications factors, operational, cultural and managerial in which frequently impede the effective implementation of the marketing planning programmers in the past two decades. (Cravens, 1998; Doyle, 1998; Greenley, 1982; Leeflang and de Mortanges, 1996; McDonald, 1992a, b; 1995; Piercy and Morgan, 1994; Jain, 1993; Simkin, 1996a, b; Verhage and Waarts, 1988). There have some specific guidance are offered in the recent years to assist marketing managers overcoming those internal organisational and in pre-empting forces (cf. Cravens, 1998; Dibb et al., 1996; Lings, 1999; Piercy, 1997; 1998; Simkin, 2000). Yet, the recent research has shows barriers to the implementation of programmes and marketing strategies. (Dibb and Simkin, 2001; Simkin, 2000). Another key barrier is indicating impeding the deployment of effective marketing practices used to be the lack in most marketing function or either in organisations. (cf. McDonald, 1992a, b; Piercy and Morgan, 1994). The research are shows this is a no longer to the case with the bulkiness businesses professing to have a marketing department undertaking not only promotion and customer research,but are relate to the Kotleresque textbook approach to marketing management (Dibb and Simkin, 1997;......

Words: 1580 - Pages: 7

Luxury Marketing

...and cosmetic marketing Doctor M. Saucet PhD in management Teacher researcher Copenhagen, Tunis) (Nice, Marseille, Paris, London, • Consultant for Lca ltd (armani, guerlain, lancaster, Merck phamacy, IHET Tunis, Athos consulting …) • Experience 4 years : new line manager in cosmetic business 5 years teaching and research 2 years in consulting (innovation, experiential marketing …) Marcel.saucet@euromed-management.com Luxury and cosmetic marketing Mode • Theory • Practice course • One Professional case by course COURSE OBJECTIVES • Show business examples and luxury marketing strategy • The students realize in “real” conditions a lot of luxury launched products simulations. EVALUATION Grading will be based on : - a participation note - Level and quality of participation to discussions - Quality of presentations (content and communication skills) - a final exam (during the last lesson). Luxury Marketing research Bibliography (French and English) • • • • • Castarede J., “Le luxe”, que sais je, PUF, 3ème éd., 2003 Gillian C., Wilson R., “Strategic marketing planning », elsevier, 2003 Lipovetsky G., Roux E., « Le luxe eternel », collection le débat, gallimard, 2003 Marchand S., « les guerres du luxe », fayard, 2002 Sicard M.C Cyberlibris • Let Them Eat Cake : Marketing Luxury to the Masses - As Well As the Classes Auteur: Danziger, Pamela, - Editeur: Dearborn Trade, A Kaplan Professional Company - 322 pages – 2005 Global Marketing Management......

Words: 964 - Pages: 4

Marketing

...ASB-1104 Introduction to Marketing Assignment 1 In view of the dynamic nature of the marketing environment, to what extent do you consider consumers to be, in practice, central to marketing activities? Name: ZHUOMING AN Student No: 500356688 Tutor: David James Introduction What is marketing? The answer is not changeless. There are some different definitions about marketing. The Chartered Institute of Marketing define that "Marketing is the management process responsible for identifying, anticipating and satisfying consumers' requirements profitably." (CIM). Taking a concern into this definition, it indicates that marketing begins before a product or service is developed. In additional, it also explain that marketing involves identifying an unsatisfied consumer need or want and determining if a profitable opportunity exists. Another definition is that “A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others." (Kotler et al., 2005). The basic idea of this definition is that core to all marketing activities is customer satisfaction, which means marketing is an ongoing process as consumer demands and the environment is constantly changing. Products need to adapt as demands change. At the same time, marketing does not involve misleading, tricking or manipulation the customer. The Jobber also define the marketing is "The achievement of corporate goals through......

Words: 1933 - Pages: 8

Marketing

...Résumé pédagogique Marketing LES PRINCIPES FONDAMENTAUX DU MARKETING Le besoin : suit un sentiment de manque (manger, se vêtir, s’abriter…) Le besoin n’est pas créé par la société ou le marketing, il est inhérent à la nature humaine. Le désir : un moyen privilégié de satisfaire un besoin. La demande : c’est le nombre -d’unité d’un bien particulier que les consommateurs sont disposés à acheter durant une période de temps donnée sous des conditions déterminées. Le produit : est tout ce qui peut être offert sur le marché et qui est apte à satisfaire un besoin ou un désir. L’échange : une opération qui consiste à obtenir de quelqu’un un produit désiré en lui en offrant quelque chose en retour. La transaction : un acte par lequel au moins deux parties concrétisent un accort d’échange de valeur. La relation : la manière de concevoir l’échange de valeur avec un client dans le but d’établir, d’enrichir et de consolider les liens d’affaires personnalisés et durables pour mieux répondre à l’ensemble de ses besoins. La valeur d’un bien ou d’un service : est sa capacité à satisfaire les besoins à n prix raisonnable. La qualité totale : consiste pour l’entreprise à améliorer ses procédés de fabrication dans le but d’offrir un produit ou service exempte de tout défaut. Le marché : est l’ensemble des acheteurs actuels et potentiels d’un produit. C’est la relation d’offre et la demande. Potentiels : les personnes qui sont susceptible d’acheter le......

Words: 15162 - Pages: 61

Marketing

... MARKETING 7E People real Choices This page intentionally left blank MARKETING 7E People real Choices Michael R. SAINT JOSEPH S SOLOMON ’ U OLLINS NIVERSITY Greg W. MARSHALL R C OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE STUART Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Acquisitions Editor: Melissa Sabella Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elisabeth Scarpa Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Anne Fahlgren Marketing Assistant: Melinda Jensen Senior Managing Editor: Judy Leale Project Manager: Becca Richter Senior Operations Supervisor: Arnold Vila Creative Director: Jon Christiana Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Media Project Manager, Production: Lisa Rinaldi Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management: S4Carlisle Publishing Services Composition: S4Carlisle Publishing Services Printer/Bindery: Courier/Kendalville Cover Printer: Courier/Kendalville Text Font: Palatino Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text....

Words: 160652 - Pages: 643

Marketing

... MARKETING 7E People real Choices This page intentionally left blank MARKETING 7E People real Choices Michael R. SAINT JOSEPH S SOLOMON ’ U OLLINS NIVERSITY Greg W. MARSHALL R C OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE STUART Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Acquisitions Editor: Melissa Sabella Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elisabeth Scarpa Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Anne Fahlgren Marketing Assistant: Melinda Jensen Senior Managing Editor: Judy Leale Project Manager: Becca Richter Senior Operations Supervisor: Arnold Vila Creative Director: Jon Christiana Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Media Project Manager, Production: Lisa Rinaldi Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management: S4Carlisle Publishing Services Composition: S4Carlisle Publishing Services Printer/Bindery: Courier/Kendalville Cover Printer: Courier/Kendalville Text Font: Palatino Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text....

Words: 160652 - Pages: 643

Marketing Strategy

...FACULTY OF ACCOUNTING, FINANCE & BUSINESS ABDT3193 MARKETING STRATEGY GROUP ASSIGNMENT ------------------------------------------------- ------------------------------------------------- TGV Cinemas ------------------------------------------------- Tutor In-Charged : ______________________ Tutorial Group : ______________________ No. | student name | student id no. | 1. | YEO SHUN QI | 13WBD07502 | 2. | TAN BOON BIN | 13WBD05262 | 3. | YAP SZE LING | 13WBD04996 | 4. | YONG KIAN SHENG | 13WBD0 | 5. | YAP SOON WONG | 13WBD0 | ABDT3193 MARKETING STRATEGY ASSESSMENT CRITERIA AND GRADING SHEET (For group assignment) Group number: 5 Name: ________________________ Name: ________________________ Name: ________________________ Name: ________________________ Name: ________________________ Assessment criteria | Weight (%) | Marks Awarded (%) | | | | Analysis of industrial competitiveness | 10 | | Analysis of strategy adoption | 15 | | Recommendation of strategies | 15 | | Introduction and conclusion | 5 | | Use of Harvard referencing system | 5 | | Total | 50 | | KOLEJ UNIVERSITI TUNKU ABDUL RAHMAN FACULTY OF ACCOUNTANCY, FINANCE & BUSINESS ACADEMIC YEAR ____________ PLAGIARISM STATEMENT Semester: ___________ Course Code & Title: _______________________________ Declaration I confirm that I/we have read and shall comply with all the terms and conditions of TAR University......

Words: 4787 - Pages: 20

Marketing Strategy

...Module Name: Marketing Strategy OPEN UNIVERSITY MALAYSIA FACULTY OF BUSINESS MANAGEMENT BMMS5103 Marketing Strategy Master of Business Administration Name: Adam Khaleel Lecturer: Abdulla Nafiz Learning Centre: Villa College Trimester: May 2015 Contents 1.0 Executive Summary 2.0 Introduction 3.0 Analysis and mapping of the products 4.0 Analysis and mapping of the products with models 5.0 Comparison of product, pricing, promotional and placing strategies 6.0 Types of disagreement between the competitor A and the channel distribution 7.0 Channel strategy factors 8.0 Conclusion and Recommendations 9.0 References 1.0 Executive Summary Today’s business world has become much competitive that requires continuous and visible effort to get and retain customers. Companies are increasing focus on sales and marketing. Businesses need to decide which customers to target. Businesses need to work out how they will reach and win new customers. Businesses need to make sure that they keep existing customers happy. And they need to keep reviewing and improving everything in order to stay ahead of the competition. Therefore businesses need to develop appropriate marketing strategies which allow them to move forward. This is a marketing strategy report. First part will identify and explain the best analysis for two competing cosmetic brands (Competitor A and B) which consists of eight products from four product lines. In this......

Words: 4581 - Pages: 19

Creative Business/Green Luxe

...Strategic Objectives Green Luxe – Restaurant Business Policy and Strategy April 10, 2012 Zully Garcia, Michelle Gascon, Katrina Gomez, Jessica Musleh, Joanna Olmos Role: CEO Objectives:  Establish relationships and network with our competitors  Find the best location to open our restaurant  Keep up with new healthy trends  Find new ways to increase our profits  Eventually open more locations Strategic Plans:  Relationships: Green Luxe wants to offer their customers items that they can’t get anywhere else. By building relationships and networking with our competitors we would be able to have inside information on what these competitors do and don’t offer their customers. This will enable us to attract more customers to our establishment because we would be offering a larger variety of food.  Location: Where we decide to open is a very important aspect of our business. We have to decide where we should open by staking out certain areas to see where people are more health conscious. Our food is healthy and locally grown so we need an area where these things are valued.  Keep up with trends: Green Luxe strives to serve their customers what they want when they want it. This means keeping up with new trends and knowing exactly what people are looking for when it comes to eating outside food. By making sure we offer what it is our customers want we guarantee ourselves good relationships with them and we can be sure that they will return.......

Words: 1576 - Pages: 7

Marketing Strategy 4p on Kotex

...Kotex is constantly striving to develop innovative campaigns and products to help women to stay fresh and healthy. End of 2010, Kotex launched the world's first and only pad that combines superior technology with stunning design, excitingly named as the KOTEX Luxe* Ultrathin Design Pads. Kotex is a brand of feminine hygiene products, which includes the Kotex maxi, thin and ultra thin pads, the Security tampons, and the Lightdays pantiliners. Most recently, the company has added U by Kotex to its line of feminine hygiene products. Kotex is owned and managed by Kimberly-Clark, a consumer products corporation active in more than 80 countries. The modern, commercial, disposable pads seem to have started in the late nineteenth century with the Hartmann company in Germany and Johnson & Johnson in the United States In the United States, Kotex became well known in the 1920s, when Kimberly-Clark placed adverts in Good Housekeeping magazine. Although some readers were offended by the ads, the products' success led to more advertisements. Kimberly-Clark also promoted Kotex in Good Housekeeping by using intimate advice columnist Mary Pauline Callender. In August 2009, Kotex launched a premium subbrand called Kotex Luxe in Singapore. It launched U by Kotex Tween, products aimed at girls aged eight to twelve, in the US in 2011. In 2009, Kotex has been conducting research in Asia BodyLife IQ Study to determine the level of body awareness and knowledge among women in the......

Words: 3898 - Pages: 16

Casual Dresses HOT | The Struts | Summer Reading Reflection - 349 Words