Ad-Comm Group “Whitebook”: Cross-Marketing Platform for Luxury Brands in Japan
Ad-comm Group “Whitebook”: Cross-marketing Platform for Luxury Brands in Japan
1. What is a Whitebook? What role(s) does it play in the Marketing strategy of Ad-comm’s client companies? Answers 15 lines maximum.
Whitebook is a cross marketing platform, a magazine that is published in Japan every 4 months and which displays nine luxury brands in nine diverse types of product. The magazine is customized for each luxury sponsors. The Whitebook plays an important role in terms of marketing strategy as it is a brand ambassador and CRM tool. As the Whitebook is mainly distributed through sponsors, the Whitebook targets a prequalified small group of costumers but right ones, right at the beginning. Being displayed in the magazine can be seen a recognition of being a top luxury brand and be therefore an award. The Magazine creates a strong relationship between the brands and the costumers, as the costumers feel privileged to receive special attention from the brand. Moreover the Whitebook organizes event as well, which gathers customers and one brand. Those events gives the opportunity for luxury brands to create a personal relationship (“face-to-face” relationship) with its customers, by telling its heritage and answering questions.
2. Take the perspective of the general manager of Porsche Japan. How would you assess the cost effectiveness or ROI of investing 20 million Yen a year to sponsor Whitbook? Would you be willing to be a sponsor? Why or why not? Answer by using a break-even analysis, and by calculating the expected customer lifetime value (i.e. today’s expected value of a customer’s purchases over the course of his/her life as a Porsche customer). 1 to 2 pages.
a. You must know what a break-even analysis is: this is when your return/revenue covers your investment - in other words: how many cars to sell to repay for the investment in Whitebook?
b. Customer Lifetime value: refer to the last class definition - expected value of a customer over the course
1. What is a Whitebook? What role(s) does it play in the Marketing strategy of Ad-comm’s client companies? Answers 15 lines maximum.
Whitebook is a cross marketing platform, a magazine that is published in Japan every 4 months and which displays nine luxury brands in nine diverse types of product. The magazine is customized for each luxury sponsors. The Whitebook plays an important role in terms of marketing strategy as it is a brand ambassador and CRM tool. As the Whitebook is mainly distributed through sponsors, the Whitebook targets a prequalified small group of costumers but right ones, right at the beginning. Being displayed in the magazine can be seen a recognition of being a top luxury brand and be therefore an award. The Magazine creates a strong relationship between the brands and the costumers, as the costumers feel privileged to receive special attention from the brand. Moreover the Whitebook organizes event as well, which gathers customers and one brand. Those events gives the opportunity for luxury brands to create a personal relationship (“face-to-face” relationship) with its customers, by telling its heritage and answering questions.
2. Take the perspective of the general manager of Porsche Japan. How would you assess the cost effectiveness or ROI of investing 20 million Yen a year to sponsor Whitbook? Would you be willing to be a sponsor? Why or why not? Answer by using a break-even analysis, and by calculating the expected customer lifetime value (i.e. today’s expected value of a customer’s purchases over the course of his/her life as a Porsche customer). 1 to 2 pages.
a. You must know what a break-even analysis is: this is when your return/revenue covers your investment - in other words: how many cars to sell to repay for the investment in Whitebook?
b. Customer Lifetime value: refer to the last class definition - expected value of a customer over the course