Luxury good

image of Godiva: they want to have the image of a luxury chocolate that is typically Belgian. description of every country where Godiva is establish : Belgium Birthplace of chocolates and the brand Godiva. 60% of purchases, chocolate are offered as gifts and consumers make a clear distinction betwen a purchase of self-consumption and for a gift. However the chocolate image have a little bit decline because its comparable to flower as a gift than to a luxury product. Godiva holds a 10 % market share compare

1 The document is entitled Cruise lines, he’s extracted from “Caterer and training guide”. It’s an article published in 2001 who treats about employment on “Cruise liners”. Question 2 The article speaks about working on a luxury cruise liner. Work on a luxury cruise liner is really difficult. You have to work ten to twelve hours a day, seven days a week. All three or four days you have a lunch off. The main qualities required to work on a cruise liner is: personality and flexibility. The

seasonality with a huge peak during summer and a smaller one in winter. The 2 main kinds of customers are represented by individual travelers and group meetings of business. Actually, the hotel is not really corresponding to the basic elements of luxury (smaller room and lack of renovation). In addition to that, the competitors come to be more and more aggressive due to a high price competition and very modern infrastructures. To go through all this limitation the hotel have to take many decisions

society, luxury may lead to social stratification • Luxury for others: Luxury is a social marker People defines themselves socially as they wish. The DNA for Luxury is the symbolic desire to belong to a superior class. • Luxury for oneself: Luxury is an access to pleasure; it should have a very strong personal and hedonistic component, otherwise it is no longer a luxury but snobbery. Duality of luxury: Luxury for oneself and luxury for others La dualité du luxe Duality of luxury : Luxury for oneself

sales management class, the customer relationship management is one challenge among other of the sales force management challenges in the 21st century. The customer relationship management consists in knowing how to target, to attract and to keep the good customers and represent a determining factor of the success of the company. To build and to develop relations with its customers is a challenge, particularly when the company possesses thousands (even millions) of customers who communicate with this

stratégies de communication Autant de slides possibles pour 15min Livre : KAPFERER, Jean-Noel et Bastien, Vincent 2009, Luxury Brand Strategy : Break the rules of marketing to build Luxury Brands, Kogan Page > en Français : Luxe oblige. Qu’est ce que le Luxe ? Segmentant : profil de clientèle (inaccessible, exclusif) Esthétisme Superficiel : pas essentiel (Luxury vient du latin Luxus > luxure, c’est l’excès. C’est ce qui relie au coté ostentatoire) Qualité Expérience Excluant par

noted that Nespresso wishes to position on the espresso coffee market as luxury product. We especially noticed two different points of segmentation: the social class and the age. The touched social class demonstrates that it is about customers with high incomes and liking the luxury. Furthermore, Nespresso aims at the well-off (CSP ++) to assert its brand image and the membership of its product in the field of the luxury. The process Nespresso is unique because it is protected by a patent for

Case study on luxury brands Gucci, Louis Vuitton and Vertu This case study is focusing on the basic necessary components of creating an exclusive luxury brand (or prestige brand), the importance of the retail environment when using experiential marketing strategy, and the threats which a business faces in the high-end market. When a new brand wants to penetrate the high-end market or remain competitive in the long run, it is highly important to create and excercise the right marketing policy

500 stores. Then it created the "Caroll Paris" brand designed for demanding women. Caroll International began its overseas development in 1997. Marie-Jose Rubini then became head of the company. She took up the challenge of advancing incorporating luxury distribution. Over 340 stores now sell the famous brand, including 70 abroad. Today, the internal organization of the company is increasingly cross, crossing the different trades and completing by the diversity of talent, a collective talent to best

the leader on the sector of the luxury, it wishes remain it by preserving his competitive advantages and by enhancing its. The companies of the group LVMH have to have a strong and powerful in the whole world. Their strategy leans on a purge of the offer , it works on different aspects which are important for the consumers as like image, positioning, technology). This strategy of marketing differentiation requires a lot of expenses in communication and a very good knowledge of its targets. The