1. Early Bird
Offer Save
up to
S$600!
LUXURY MARKETING ASIA MASTERCLASS
 21st & 22nd November 2011  Copthorne King’s Hotel Singapore
COURSE OVERVIEW:
Luxury Marketing Asia Masterclass brings together only key luxury brand marketing executives. For 2 days, leaders in
the industry will discuss key strategies, tactics, policies, procedures and most importantly innovations in the Luxury
Marketing space.
If you truly are a Luxury Brand Marketer, we invite you to join this exclusive gathering of like-minded executives. We
will be sharing knowledge over a 2 day span. Through thought provoking case studies, panel discussions and round
tables there are a multitude of key take-aways that will be bandied about.
Key Benefits of Attending the Course:
 Reviewing the spending patterns of HNWIs in Asia Pacific
 Understanding the buying motivations and triggers of wealthy consumers and wealthy shoppers
 Tapping onto the opportunities and challenges of sustaining in the luxury market
 Master the keys to successful consumer engagement through effective choice of media platforms and digital
media strategies
 Carving strategies to manage the expansion in luxury expenditures in Asia
 Discover how the digital revolution has challenged traditional luxury brands, but created greater opportunities
for new entrants
 Explore the possibilities of building a brand that is available to the masses but attainable only by the elite
 Learn how to create an authentic brand personality on the web for long term engagement
Who Should Attend:
CEOs, Directors, Vice Presidents and Senior Managers of:
Organised by:
o Luxury Marketing
o Luxury Sales
o Digital Marketing
o Relationship Management
o Branding
o Loyalty Marketing Crown Leadership
International Group
o Customer Relationship Management
o Business Development
REGISTER TODAY! Tel: (65) 6633 5318 Fax: (65) 6399 3699 Email: register@crownleadership.com

2. Course Agenda: Day 1
9:00 Analyzing the Habits of the Affluent in Asia
 Understanding the segment in Asia and reviewing the changes taking place
 What is the current spending pattern of HNWIs in Asia, online and offline?
 Differentiating between HNWIs expectations and motivations for service and product based organizations?
o Real estate
o Banking
o Travel
o Retail
 Profiling the online luxury consumers and what opportunities hold in the virtual market
Bernita Pang , Marketing Manager, InCent Pte Ltd
10:30 Morning Coffee and Networking Break
11:00 Establishing the Right Strategy to Appeal to the Affluent
 How design plays a pivotal role in brand credibility and is the glue that holds a luxury experience together
 Understanding the new level of consumer expectation and respond with experiences that meet and
exceed the expectation
 Unveiling the mystery why the democratization of luxury in combination with the digital revolution has
challenged traditional luxury brands
Luca Deplano, Vice President Marketing, Banyan Tree Hotels & Resorts
12:30 Networking Luncheon
14:00 Creating and Building Online Luxury Brand
 Creating a Great Customer Experience
 Online & Offline Channels of Marketing
 Case Studies
Shauna Li Roolvink, Founder & Principal Consultant, BrandHub
15:30 Afternoon Tea and Networking Break
16:00 Bridging the Gap Between Luxury Brands and Their Consumers
 Understand how social networking sites influence consumer shopping habits in the luxury industry and
the impact on brands
 Engaging effectively via Facebook, Youtube & Twitter while maintaining brand control
 Case studies
Jerome Joseph, Head Brand Coach, Brand One
17:45 End of Day 1
Who Should Attend:
CEOs, Directors, Vice Presidents and Senior Managers of:
o Luxury Marketing o Branding
o Luxury Sales o Loyalty Marketing
o Digital Marketing o Customer Relationship Management
o Relationship Management o Business Development
REGISTER TODAY! Tel: (65) 6633 5318 Fax: (65) 6399 3699 Email: register@crownleadership.com

3. Course Agenda: Day 2
9:00 Assessing Luxury Brand Sustainability in the Post Crisis Landscape
 Understanding how future business and economic trends have redefined opportunities today for luxury brands
 Managing a promotional campaign that markets to the masses while maintaining brand exclusivity and
prestige
 Exclusivity vs. Expansion-Which is more sustainable and does recession affect your brand’s stand on
this?
 Balancing the equilibrium of maintaining exclusivity of elite products & services and marketing via online
social technologies for everyone
Luca Deplano, Vice President Marketing, Banyan Tree Hotels & Resorts
10:30 Morning Coffee and Networking Break
11:00 The role of social media for Luxury Marketing in Asia
As social media continues its meteoric ascent, newly empowered consumers wield more control than ever before.
Although retail sales are dominated by brick and mortar stores, the influence of the Internet on offline purchases is
becoming increasingly important. Retailers must listen to and engage their customers through social media by
participating and encouraging conversations. The end result will improve customer service and will help turn loyal
customers into passionate advocates.
 Loyalty programs through Facebook application
 Working alongside with “Groupon” systems
 Location-based marketing on Foursquare
 Leveraging on customers’ social network
 Develop your customer base through social network and mobile apps
 Managing conversational marketing through Twitter
 Creating user-generated content through offline customer interaction
Andrew Chow, Founder, IdeaMart (S) Pte Ltd
12:30 Networking Luncheon
14:00 Special Focus on China: Tapping into the Fast Growing Population in a Unique Market
 Assessing the China luxury forecast: Year after year taking the pulse of a fast-evolving Chinese population
 Specific luxury segments, different brand strategies:
o Watches & Jewellery
o Fashion & Accessories
o Cosmetics
 Focusing on using social media to communicate directly with customers
 Creating an effective social media strategy that enhance the luxury brand experience
Eddie Chau, Founder and CEO, Brandtology
15:30 Afternoon Tea and Networking Break
16:00 Special Focus on India: Identifying Opportunities for Growth in India
 Analyzing future trends and developments and the impact on marketing strategies in India
 Standing out among the competitive clutter
 Examining the attributes of a successful marketing campaign in India
 Evaluating the potential and challenges of entering India as an emerging luxury market and its impact on resulting
strategies
 Understanding the structural shift in the categories of luxury products in an increasingly flat world
Angela Sim, Managing Director , Roi Strategy Consultants
17:45 End of Masterclass
REGISTER TODAY! Tel: (65) 6633 5318 Fax: (65) 6399 3699 Email: register@crownleadership.com