Preserve the Luxury or Extend the Brand Case Analysis Essay

1) Can you identify examples of decisions about each part of the marketing mix (product, place, promotion, and pricing) that are being made in the cookie program? The Product is Girl Scout cookies as well as the Girl Scouts themselves. Since 1912 Cookie sales have played a major role in supporting the Girl Scouts organization at the council and troop levels. Being able to target certain people can be tricky sometimes specially if you don’t know what you’re doing or what your target is. You have to be able to sell yourself as well as the product and who better to sell Girl Scout cookies then young girls. The Girl Scouts mainly target the middle and upper class

L Brands is a specialty retailer focusing on women’s apparel, personal care, and beauty products. Their major brands include Victoria’s Secret and Bath and Body works. L Brands, like all companies, has developed a strategy that they believe will help them be successful. A firm’s strategy encompasses its specific goals, the actions or policies to achieve these goals, and the allocation of its resources to these actions and policies. Firms try to develop a strategy that they believe will help them gain a competitive advantage over other firms in the industry. A competitive advantage is the ability of a firm to consistently earn profits above the industry average. A DuPont Analysis of a firm and its competitors helps to determine whether a firm is experiencing a competitive advantage. A DuPont Analysis shows the Return on Equity (ROE) of a firm. This is a good measure of its profitability. DuPont Analyses also provide a breakdown of ROE to examine the source of any profitability. L Brands employs a benefit strategy. This means that they attempt to provide the best benefits to their customers without necessarily focusing on keeping price down. They say that they are not selling products, they are selling experiences. They do this largely by focusing on providing high quality in-store experiences and utilizing persuasive advertising. They make use of in-store marketing images, music, and helpful sales associates to reinforce what their brand represents. This has

Use of company branding in the marketing mixIntroduction.The JB HI-FI company brand has established itself as a leader amongst Australian home entertainment retail stores. Their philosophy has always been to provide Australians with the cheapest prices and biggest range. As a value player in the entertainment electronics retail market, JB HI-FI has continued its’ marketing theme of “Cheapest Prices Always”. Having grown from ten retail outlets in 1999, JB HI-FI now has 141 stores (Australia: 131 NZ: 10) with $2.731 billion of sales for the year ended 30 June 2010. JB Hi Fi is Australia’s largest home entertainment discount destination store. For over thirty years their philosophy has always been to provide Australians with the cheapest

Q1. For this case, involving some exploratory research, Exhibit 12a and 12b show the segmentation and descriptor variables used to collect data for the segmentation analysis. Comment on the appropriateness and comprehensiveness of these attributes. What would your team change in this questionnaire and what other segmentation and descriptor questions would you recommend to ask to respondents for a better segmentation and targeting strategy?

Luxury brands are actively responding to the latest economic downturn, said to be the worst since the Great Depression, racking their brains to escape the grips of the falling luxury goods market. Indeed, the hit to sales has been particularly bad as industrialized nations, traditionally the main luxury good markets, have suffered greatly. With luxury goods consumers having become more diversified by region, class and age, and an increasing number of luxury brand companies adopting professional management structures, luxury brands are approaching their

The CCRC projects set an example of the industry and displayed innovation, social responsibly, and leadership. Other departments in which Hyatt emphasizes leadership are human resources and the management style that is practices on a global scare. Hyatt is proud to encourage, coach, and nurture employees via empowerment. “...Future leaders need to listen, have clarity of purpose, and be authentic”, Mark Hoplamazian, the CEO of Hyatt Hotels, tells Wharton Magazine, “One key essential element in being in a position to lead is being a great listener, and applying yourself to it in a very sincere way” (Wharton, 2012).

Brand Image – Over the past few years Lululemon has been scrutinized for their product quality and their founder, Chip Wilson’s, statements regarding these issues. This company’s products are premium priced and when consumers are paying around 10-25% more for their products versus their big competitors, they expect excellent quality products. After this fiasco, Lululemon’s reputation faltered and their sales growth was tremendously affected. Instead of addressing this quality control issue professionally, Wilson placed the blame on the lifeline of the business, his customers! His insensitive comment had some of his female consumers, (where the majority of Lululemon’s revenues lie), completely offended. Some of these customers had said they would never purchase another Lululemon product again.

Louis Vuitton is able to sell more while remaining fresh and retaining its cachet in sever unique ways. The company first accomplished this back in 1987 when they created a category membership by comparing the brand to exemplars. That is, Louis Vuitton formed a conglomerate with the manufactures of champagne and cognac (Kotler, Keller 289). This merge placed Louis Vuitton in the prestigious and elite brand category, which helped the company to create a membership in this category. This conglomerate could also be seen as a point of difference (POD) because they are creating an association with luxury goods. Moreover, the increasing pricing strategy boosts Louis Vuitton’s image and makes the products more of a novelty because only the most elite consumers can afford to purchase the brand. The 60 plus hours spent on producing these items further its differentiation in the luxury handbag market. This adds quality to the product, which no other company provides. These strategies increase the company’s position in the market. Recently, the company has created POD’s by partnering with famous sports stars. In doing so, Louis Vuitton is expanding their brand image, which in turn creates a new customer segment. Now, the brand will be associated as sporty, whereas before, they were only known for as fashionable, and only had “high-fashion celebrities” endorsing the brand (Kotler & Keller). Another way the company has expanded their image and customer segments in by focusing on travel.

In the summer of 2010, Elie Saab was confronted with many challenging decisions for the company, during his meeting with company manager director Churchi Cavalcanti. The main topic of discussion during this meeting was “to grow the brand in new and existing markets while maintaining the brand’s exclusivity and position as one of the few remaining established brands in Haute couture.” (Kayyal & Shuayto, 2012)

Since Portfolio 1, I have researched further into this topic and discovered additional information in terms of how brand awareness is created through the use of social media tools. Due to the enormous amount of people who use social media platforms on a daily basis the online tools such as Facebook analytics and Google analytics, enable businesses to access smaller, specifically defined chunks of these people, who are likely to have interest in your business or its products, by using both paid and unpaid adverts these tools can help a business to target specific ages, locations, groups and even gender, thus helping inform these people about the brand and therefore creating brand awareness (0'Flynn, 2012) as cited in (Tsimonis &

In 1854, Louis Vuitton Malletier run his own company in Paris (France). That is, as we know, Louis Vuitton (LV). The brand grows into the world-renowned luxury leather finally. According to our case, his success is based on three rules. That is, to master his savoir, to provide excellent service to his customers and to innovate continuously. Besides, in 1987, the company of LV merged with Moet Hennessy that was a company much larger than it to form the Moet Hennessy Louis Vuitton (LVMH) group. Moreover, they had an agreement that each division would run independently. However, there was emerging a problem as time went. That was, relationships between the two divisions became badly because of how to run the company well. There are some

The aspire to become part of what luxury products represent and, as soon as their finances permit, are very happy to fulfill long-held dreams by buying goods and brands that help them satisfy their personal and social aspirations” (Lu, 24).

You’ve heard about the art of the deal? Well, we live in the age of the deal, where consumers are trained to only look for the very best bargains before proceeding with a purchase. Whether people are shopping for the holidays or simply looking for that one item on their list that they have to have, it is now ingrained in them that they should only proceed when they have an optimum price that can’t possibly go any lower.

In recent years, there has been an increasing amount of literature on luxury brand marketing. “Luxury Brand Marketing is, the best design, the best materials, the best merchandising, and the best packaging occur in the luxury industry “(Ko &Megehee, 2012:1395). Even though there are few brands in the luxury sector, the sales of said brand are extremely effective. Due to this and the constant successful marketing of the luxury brand, these brands set an example to non-luxury brands (Ko & Megehee, 2012). This literature review is intended to examine luxury brand marketing, and will demonstrate the behavior of consumers who purchase luxury brands. This literature review consists of two parts; the first part provides a definition of what luxury brand marketing and what luxury brands. The second part focuses in particular on the behavior of consumers who purchase luxury brands and it will be described under the three headings: privileged access, the desire to show others people and bandwagon.

High end luxury, extravagance is the core of Elie Saab’s business. The brand has become a symbol of indulgence for the finer luxuries. At the essence, it is one of the few haute couture brands which is an added sense of elegance and importance. The brand focuses on those consumers who look toward the augmented value of the product and not the product itself. The representation of ES as a brand for the affluent and glamorous is the intangible benefit offered through its products. "The decision to pay money for a product or service is often based on more than just the product or service itself. Consumers care deeply about the overall experience of the buying process: They respond to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more. When all these elements come together to form a seamless experience, the customer is left with a feeling of satisfaction that ultimately builds loyalty” (Joseph, 2010). The actual product offered by Saab in haute couture is one created through personalized effort and a guaranteed lifelong experience.