2. Plan of Presentation $ Objective $ Meaning of luxury $ Characteristics of luxury $ Global luxury market $ Entrance of luxury brands in India $ Face of Indian luxury market $ Luxury – Indian women $ Luxury product categories $ Women luxury market
3. Plan of Presentation $ Choice of brands $ Entry into India ??? $ Growing consumerism in India $ Indian luxury consumer $ What does the Indian consumer associate luxury with? $ Marketing strategy of luxury brands $ Key Brands – LV and Jimmy Choo -USP -Marketing Mix
10. $ Indian market is dominated by Jewellery whereas Global market is dominated by Apparel and Accessories. $ Consumers spend most on “ Look Good “category of Luxury Goods such as Jewellery , watches followed by apparel.
19. What does the Indian Customer associate Luxury with?
20. Marketing Strategy of Luxury Brands 4P’S Factor Luxury Goods Place Available in very selected stores or exclusive outlets at very high-end locations. Product Highly customized or limited editions of products, very high personal service levels. Pricing Premium pricing Promotion Predominantly premium. Above the line media. (For eg: Connoisseur magazines, travel channels etc.) Mostly celebrity appeals.