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레포트 > 경제경영계열

[광고론] Hermes의 마케팅 전략(영문)

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레포트 > 경제경영계열
2010.09.27
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[광고론] Hermes의 마케팅 전략(영문)에 대한 자료입니다.

1. BRAND SELECTION

1.1. Why Hermès?

1.2. Introduction of Hermès

2. MARKET ANALYSIS

2.1. Company Analysis
2.1.1. Market Analysis
2.1.2. Product Analysis

2.2. Competitive Analysis

2.3. Customer Analysis

3. STP ANALYSIS

3.1. Segmentation
3.1.1. Standard on Segmentation
3.1.2. The ’Old Money’ Segment
3.1.3. The ‘New Money’ Segment
3.1.4. The ‘Middle Money’ Segment

3.2. Targeting and Positioning

3.3. Hermès’ Targeting

3.3.1. How do we know?
3.3.2. How Hermès Position

4. EVALUATION OF CURRENT COMMUNICATION STRATEGY

4.1. Marketing Communication Objective
4.1.1. Maintain Brand Image
4.1.2. Focusing on VVIP

4.2. Message Strategy

4.3. Media Strategy
4.3.1. Print Ads
4.3.2. Internet Web Site

4.4. Other Communication Mix
4.4.1. Benefits of Sponsorship and Support for Arts
4.4.2. Catalogs
4.4.3. Packaging
4.4.4. Hermès Workshop

5. PROPOSAL OF FUTURE COMMUNICATION STRATEGY

5.1. Marketing and Communication Objective

5.2. Sponsoring Performing Art

5.3. Collaborating Life

5.4. Changing Perception in New Market

본문내용

3.2. Targeting and Positioning
As mentioned above, this ‘Old Money’ segment can be reached by executing unique marketing strategies. One good example is the strategy mainly using only magazines to advertise their brand. If luxury brands use all other marketing communication tools as well, the image of luxury will definitely be blurred. So, to be consistent with this concept, there should be something more exclusive and peculiar ways to target ‘Old Money’ segment. There are some marketing tactics called cultural marketing, VVIP marketing, and etc. The main concept of using these kinds of tactics is to make their brand exclusive from the others. This doesn’t mean just to provide something different and special products, but to provide not only the product itself but also the value that the company pursues. This concept will be elaborated by some examples on current communication strategy.

3.3. Hermès’ Targeting
It is a common thought that rich people will buy luxury goods regardless of their source of wealth. However, there are some facts showing that Hermès is focusing on one specific segment pointed out above, the ‘Old Money’ segment. It might be recognized as wrong analysis to say that they are only targeting the traditionally wealthy people, but it might be also wrong to say that they are targeting three different kinds of wealthy segments equally. So, we can carefully conclude that Hermès is mainly focusing on the ‘Old Money’ segment rather than the other two groups.
3.3.1. How do we know?
One of the most evident facts showing that they are not targeting ordinary luxury goods customers is the extraordinarily high price. The high price implies that they are targeting people who don’t bother much to spend fortune on their products. According to the research and the evaluation of current communication strategy which will be shown in the next page, it was quite evident that they don’t try to attract typical customers.
Also, the fact that Hermès is stubbornly sticking to the extremely traditional fashion style shows that they are not targeting middle money group whose behavior can fluctuate by the current fashion trend and other external factors.
3.3.2. How Hermès Position
They execute their strategy to customers by providing what customers want but in a very limited ways. Hermès targets their highly privileged customers by showing them what Hermès is trying to achieve ultimately: the high quality of life. This kind of targeting is possible and effective because of the company’s craftsmanship history which was mentioned above. Also the ‘being as scarce as possible’ strategy enabled them to position as a legendary high-end luxury brand. You have to wait one or two years to get a specific model of Hermès bag, but Thomas the CEO Hermès says that it is worth the wait. “If people buy an Hermès bag, they know it is going to last them for 40 years. The bag isn’t an expense,

#마케팅 #광고론 #Hermes #영문 #전략

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