Marketing Global Luxury Goods Prepared by: Tamás Halasy July 7‚ 2003 MBA 1 2002/2003 Word count: 2‚389 Table of contents TABLE OF CONTENTS2 GUCCI’S MARKETING FORMULA3 MARKETING COMMUNICATIONS3 Advertising4 Direct Marketing4 PR4 IMAGE4 GROWTH MARKETS5 STANDARDIZATION OF THE MARKETING OF LUXURY GOODS6 GENERALIZATIONS RELATING TO THE GLOBAL LUXURY GOODS INDUSTRY7 SOURCES8 Gucci Gucci is a global retailer of luxury‚ high quality fashion items: handbags‚ small leather goods and luggage
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GambleSynapsis:Procter and Gamble has been available for hundred and seventy years with its shared beliefs in management norms; hiring only good people of high character‚ treating them as individuals with individual talents and life goals‚ and providing work environment that encourages and rewards individual achievements. Procter and Gamble’s broad and accumulated industry experience and business knowledge has been formalized and institutionalized as management principles and policies. Procter and Gamble accomplishes
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LMVH in China: building its empire of desire 1. Why is LVMH so successful in China? In my opinion LVMH is so successful in China first of all because their prices and glamorous prestige is reflected onto its customers and the Chinese luxury customers value being recognized as wealthy elites having a high social status. Secondly‚ ever since their opening LVMH had an exclusively unique heritage and craftsmanship‚ that made the brand so attractive for the customers. Another reason why the Chinese
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PTI: A Gamble Imran Khan is the chairman of Pakistan Tehrik-e-Insaf. Imran Khan seems very honest‚ however please keep in mind that he has not been TESTED yet. He has yet to see the power. So we all can only assume that he is and will be an honest person for his country. Running a cricket team is absolutely nothing as compared to running a full country. We all hope that he turns out to be a true honest person and an honest leader for Pakistan even after getting the power. In most of the cases‚ power
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acquisitions‚ vol. 8. Li‚ J.‚ Yang‚ J Luo‚ Y. 2003. Market-seeking MNEs in an emerging market: How parent-subsidiary links shape overseas success. Journal of International Business Studies‚ vol. 34. Meyer‚ Klaus E. & Tran‚ Yen Thi Thu (2006): Market Penetration and Acquisition Strategies for Emerging Economies‚ Long Range Planning‚ 39‚ no. 2‚ 177-197. Nohria‚ N. & Ghoshal‚ S. 1996. The Differentiated Network. Organizing Multinational Corporations for Value Creation. Compendium North‚ D Olsen
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Segmentation‚ Targeting‚ and Positioning: P&G | | | Procter & Gamble‚ one of the world’s premier consumer goods companies. Some 99 percent of all U.S. households use at least one of P&G’s more than 300 brands‚ and the typical household regularly buys and uses from one to two dozen P&G brands. How many P&G products can you name? Why does this superb marketer compete with itself on supermarket shelves by marketing seven different brands of laundry detergent? The P&G
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Group 2 Section C 5th Oct 2010 Procter & Gamble Company Situation Analysis: P&G is strongly positioned Light-Duty liquid detergent(LDLs)category. The LDL market can be segments on the basis of 3 benefits performance‚ mildness and price sensitivity. P&G has 3 products: Joy (Performance‚12.1%)‚Ivory(Mildness‚15.5%)and Dawn(Performance‚14.1%). Wright is looking into the possibility of volume growth in terms of one of the three options: a)Introduction of a new brand (b)product improvement
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Case #16 Proctor & Gamble: Selling Through Customer Business Development Questions for Discussion: 1.Which of the sales force structures discussed in the text best describes P&G’s CBD structure? In the 80’s‚ manufacturers began to spend money to better understand consumers‚ and P&G more than anyone. However‚ they never really asked‚ if these needs were the same in retailers. It was the period when P&G decided‚ to change the sales department into a more strategic department named Customer Business
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with different needs. In order to accommodate that heterogeneous market P&G decided to do geographical organization divided by countries where each country manager had full control over the different teams (sales‚ R&D‚…) and was responsible for the strategy in the country. This model was very expensive and inefficient with R&D teams in different countries working on developing similar products. On top of that‚ the global launching of any new proven successful product it was taking too long across the
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DIVERSIFICATION The Virgin Group covers a wide range of industries But keeping the brand name in all of them is not a good strategy. This is because the brand Virgin originally stood for a particular set of products/services with its own brand image. But when it affixed it to every possible product/service that wasn’t necessarily related to the original product/service‚ it lost its value. The brand lost its brand image that it cannot deliver one particular message to its consumers as the products/services
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