LUXURY BRANDS

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					MARKET RESEARCH
 LUXURY BRANDS


           PRESENTED BY:
            Raina shorya
              Upasana
              Iftakhar
                Amar
             Manvinder
           Aashish Bansal
PROBLEM DEFINITION
              OBJECTIVES
• TO DEFINE LUXURY.
• TO DIFFERENTIATE LUXURY BRAND FROM
  NECESSITY BRANDS.
• TO FIND ATTRIBUTES OF LUXURY BRAND.
• TO FIND CONSUMER PERSONALITY WHO BUYS
  LUXURY PRODUCTS.
• TO FIND BENEFITS EXPECTED BY LUXURY
  PRODUCT CONSUMER.
CONTD.

• TO FIND CONSUMER LOYALTY TOWARDS LUXURY
  BRANDS.
• TO FIND TEN TOPMOST GLOBAL LUXURY BRANDS.
• TO FIND INDIAN LUXURY BRANDS AND SECTORS.
• TO FIND TYPE OF PACKAGING AND COLOR FOR
  LUXURY BRAND.
• TO FIND FATE OF LUXURY BAND IN INDIA.
                                TIME


                                CULTURE


                                INCOME


                                 AGE




DIFFERENT FOR EACH INDIVIDUAL
                     •   “Luxury is something you could do without but that
                         you don’t want to do without”
OBJECTIVE 1:                                                  Coco Chanel



TO DEFINE THE LUXURY •   Those product for whish demand is directly
                         proportional to price.

                     • luxury is not a product but an emotion and it has
                       both aspirers and admirers.

                     •   Dictionary definition of luxury is “the state of great
                         comfort and extravagant living” or “an inessential,
                         desirable item that is expensive or difficult to obtain”.
                         The word comes from the Latin luxus, which originally
                         meant “excess, extravagance, magnificence,”
                     •   antonym of luxury - necessity.
                     •   Will luxury mean the same thing to our kids as it did to
                         our parents?
                     •   According to the German business weekly
                         “WirtschaftsWoche,” luxury has more to do with your
                         state of mind than the size of your wallet, and it is
                         tantamount to being free of obligation and compulsion.
                         “Luxurious people celebrate their independence every
                         day. They also turn their noses up at certain products as
                         soon as they start to become commonplace or
                         expected.
                     •   Luxury is no more than logo love.
OBJECTIVE 2
TO DIFFERENTIATE LUXURY
BRAND FROM NECESSITY
BRANDS.
OBJECTIVE 3
TO FIND ATTRIBUTES OF
LUXURY BRAND.
                                  CREATIVITY/
                                  INNOVATION




                        PREMIUM                 EXCLUSIVITY
                          PRICE




                                   QUALITY/
                                   PRECISION
OBJECTIVE 4
                                                        RICH and
TO FIND CONSUMER PROFILE                               extravagant
WHO BUYS LUXURY PRODUCTS.
                                         Resident in                    PRICE
                                         urban India                 INSENSITIVE




                            HUNGRY FOR
                            ESTEEM AND                                            INFORMATIVE
                              PRESTIGE




                                          HIGHLY
                                                                     Innovators
                                         EDUCATED



                                                         YOUNG
SOURCE:MSC901_Research Paper_F.indd
OBJECTIVE 5
TO FIND BENEFITS EXPECTED
BY LUXURY PRODUCT
CONSUMER.
                                      INDULGENCE




                            QUALITY                EXCLUSIVITY




                                        STATUS
                         CONSUMER LOYALTY IS HIGH
OBJECTIVE 6
TO FIND CONSUMER           TOWARDS LUXURY BRAND
LOYALTY TOWARDS LUXURY     BECAUSE OF THESE PROBABLE
BRANDS.
                           REASON:
                         1.LESS BRAND CHOICES
                         2.HIGH COST
OBJECTIVE 7
TO FIND TOP TEN GLOBAL
LUXURY BRAND.

BRAND        RANK        BRAND
NAME                     VALUE
Louis        1           $19.78 BLN
Vuitton
Hermès      2           $8.46 BLN
GUCCI        3           $7.59
CHANEL       4           $5.55 BLN
Hennessy     5           $5.37 BLN
ROLEX        6           $4.74 BLN
Moët &      7           $4.28 BLN
Chandon
CARTIER      8           $3.06 BLN
FENDI        9           $3.20 BLN
                                      SOURCE: http://fashionista.com/2010/04/the-
Tiffany & Co. 10         $2.38 BLN    worlds-most-powerful-luxury-brands/
OBJECTIVE 8
TO FIND INDIAN LUXURY   SECTORS
BRANDS AND SECTORS      Services:
                        CLOTHES:
                        Hospitality:

                        FEW INDIAN BRANDS
                        • HOSPITAL:APOLLO,ESCORT
                        • AIRWAYS:KINGFISHER
                        • TRAIN:The Golden Chariot, The Indian
                          Maharaja, palace on wheels
                        • Real estate:DLF
                        • HOTELS:TAJ,OBEROI
                        • CLOTHES:VAN HEUSEN,ALLEN
                          SOLLY,CASABLANK,MONTE CARLO,PRINGAL
                        • ACCESSORIES:HIDESIGN,TANISHQ,NAKSHTRA
                        • AUTOMOBILE:JAGUAR
                        • RETAIL:PANTALOON,SHOPPER STOP
OBJECTIVE 9
TO FIND TYPE OF PACKAGING   PACKAGING:
AND COLOUR FOR LUXURY
BRAND.                      Packaging is a marketing tool
                              used to reflect the brand.
                            COLOUR:
                            Purple, gold and black are
                              used to indicate exclusivity,
                              expensiveness, luxury and
                              quality, dependent on the
                              nature of the product
OBJECTIVE 10             • QUANTATIVE INSIGHTS:
TO FIND FATE OF LUXURY
BRANDS IN INDIA          • POPULATION: ABOUT 2 BILLION
                         • NO. OF MILLIONAIRES: >2
                           MILLION(McKinsey)
                         • MILLIONAIRE GROWTH RATE:23%.
                         • HIGHEST NUMBER OF MIDDLE INCOME
                           GROUP.
                         • INDIA’S GROWTH RATE:8.6%
                         • India makes up just 0.4 percent of global
                           luxury good sales, the market is growing
                           at 25 percent a year, according to a
                           recent Bain & Co. study.

                         • QUALITATIVE INSIGHTS
                         • QUALITY CONSCIOUS
                         • KNOWLEDGABLE
        RESEARCH FINDINGS

• LUXURY IS AN AMBIGUOUS CONCEPT
• LUXURY BRAND ATTRIBUTES ARE CLOSELY
  RELATED TO CUSTOMER PROFILE.
• CONSUMERS HAVE HIGH BRAND LOYALTY
  TOWARDS LUXURY BRANDS.
• IN NEXT FIVE YEARS, THE NUMBER OF
  CONSUMER AND NUMBER OF LUXURY BRAND
  WILL TRIPLE.
FIVE KEY FORCES THAT ARE   • Growing incomes coupled with
SHAPING TODAY’S              optimism about the future.
LUXURY MINDSET:
                           • An expanding upper class, creating
                             large peer groups and reference
                             groups for aspiring consumers.
                           • Luxury is the new necessity and the
                             unabashed display of wealth is no
                             longer considered dirty. The
                             mantra is: If you have it, flaunt it.
                           • Aspiration for a better life
                           • The influence of the media,
                             coupled with the greater
                             availability of lifestyle products and
                             services in the last five years.

				
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