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분야
pptx2. 3C Analysis
3. STP Analysis
4. Evaluation of Communication Strategy
5. Recommendation
-> No TV commercial (except perfume)
2) Wanted to find out the unusual marketing strategy ; focusing on the other marketing mix.
Expected growth : 0 –5%
Competitive system
Extension in Asia
Global strategy trend of the luxury
Expected growth : 10%
Constant growth of revenue
The 2nd biggest company
in terms of capitalization and brand value
The most favored luxury brand of 1% upper class, but 3rd of total customers.
Old Money
Rich for generation
Rockefeller, Du Pont, Vanderbilt Families
Honorable social status
Scarcity
New Money
Self success
CEOs, venture capitalists
Express and show their wealth
Conscious consumption
Middle Money
Main customers of luxury industry
Enough money
Varying consumption behavior
Scarcity
