EXECUTIVE SUMMARY Luxury cars are a very small part of the pie in the total Indian automobile markets. However‚ they are a potent weapon for an automobile company to have in its arsenal. When effectively deployed by focused positioning‚ winning strategies aimed at the right target‚ they have the ability to produce “super-normal” contribution margins and wealth for the company. Dominated by Mercedes Benz till a major part of the early 2000s‚ the luxury car market started picking up momentum fueled
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VERTU presentation for “Branding for Luxury Products” course. HISTORY The VERTU originally started in 1998 in Great Britain‚ now wholly owned subsidiary of Finnish company Nokia. The same year founder and Chief Designer‚ Italian Frank Nouvo began putting his ideas for Vertu on paper and the board of Nokia gave the project a green light. Frank Nuovo was a design strategist at Nokia from 1995 to 2006‚ when he left to become Vertu’s
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examine the influence of culture on people’s luxury consumption from both psychological and behavioral aspects‚ specifically in China and the United States. By examining the differences in cultures‚ I will be able to sumarize consumer characteristics in these two countries and make marketing recommendations for brands that want to target these two markets. I will then provide successful examples of brands that have successfully employed the marketing strategies that fit the characteristics of the consumers
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Coach Inc.: Is Its Advantage in Luxury Handbags Sustainable? 1. What are the defining characteristics of the luxury goods industry? What is the industry like? 2. What is competition like in the luxury goods industry? What competitive forces seem to have the greatest effect on industry attractiveness? What are the competitive weapons that rivals are using to try to outmaneuver one another in the marketplace? Is the pace of rivalry quickening and becoming more intense? Why or why not? 3. How
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CONCEPT OF LUXURY BRANDS Contents I – LUXONOMY 1. The Basic Definition of Luxury 2.1. The Necessity-Luxury Continuum 2.2. The Relativity of Luxury 2.3. General Perspective for the Definition of Luxury 2. The Major Understandings of Luxury by Area of Research 3.4. The Philosophical-sociological Understanding of Luxury 3.5. The Micro-economic Understanding of Luxury: Luxury Goods 3.6. The Managerial Understanding of Luxury: Luxury
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relative to that of its competitors including Polo‚ Coach‚ Armani and Gucci. Is Burberry’s competitive position sustainable over long term? Why or why not? Burberry has positioned its brand in the minds of consumers to be “functional luxury.” Burberry maintains a product line with great width and depth consisting of many products. Their products fall into one of two main categories: fashion or continuity. Fashion products are designed to be responsive to fashion trends and are introduced on a collection-by-collection
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Luxury industry in France Luxury is artificial definition and cannot be easily transferred into real life. It is a notion of anything that is useless and superfluous in real life. However‚ it can be often associated with beauty (art‚ entertainment‚ design‚ décor or trend) and remains one of the driving forces behind society’s spending. It is true that luxury speaks and renown’s itself by big spending and indeed‚ outlandish expenditure is often associated with it. The world luxury market is worth
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Empress Wu Zetian is thought to be a great politician in chinese feudal time. She has many other names such as: the empress of Emperor Gaozong‚ the mother of Emperor Zhongzong and Emperor Ruizong‚ and a nun in the temple. But probably her most beautiful title was that she the only female emperor in Chinese history to rule the country for half a century. Empress Wu was born in 624. When she was a little girl she read a lot of books and had gotten a good education. At the age of 14 she was selected
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was offered an opportunity to depict a portrait of the empress of the Qing Dynasty‚ the Empress Dowager Cixi‚ to be displayed in the Chinese exhibit. Nine months and four portraits later‚ Carl returned home to discover newspapers boasting unfavorable material on the Empress‚ cited incorrectly as Carl’s own words. This blatant slandering of the Empress only foreshadowed the vilifying that would come just two years after her death. Though Empress Dowager Cixi took part in the eventual crumbling of the
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is varied‚ explained through artistic virtues such as poetry and painting‚ and intensive study of historical struggles. Despite this‚ some view the field‚ aptly named the Humanities‚ as irrelevant‚ a passing luxury item bent on being thrown away. In her article‚ “The Humanities Are Not a Luxury: A Manifest for the Twenty-First Century‚” Martha Nell Smith details the struggles of the humanities against both real‚ and metaphorical issues‚ ranging from funding shortcomings to family views on the validity
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