luxurious brand, believing that handbags have symbolic meaning of showing their values.
Like this, handbags are very meaningful item to women. Yet, there is a difference that the makers of ladies handbags should focus according to the level of handbags. Largely, it can be divided into luxury and non-luxury (mass), and both have different key success factors which are stated below.
[Key success
brands count for approximately 80% and remains are dependent on imports. In the case of cosmetic distribution in Thailand, direct sale takes 55%, and other way to sell them in cosmetic section at department store counts for roughly 37%. Moreover, organic raw materials from thailand is well-known worldwide. That's why their products are famous in Europe. 'THANN' cosmetics are popular as luxurious
High-end customers.
→ Luxury loving people.
Saturn has always been the one brand in the GM lineup suitable for attracting import-intenders. Saturn gave over the initial image as "a smart innovation small-car company(technical innovation)" and released new modes to appeal to customer by "design innovation". Setting up luxury designs, Saturn is targeting high-end customers
Product differentiation
-launch Herbal cosmetics made out of 5 different herbal
medicine extractions to market
-the brand containing the keywords from eastern philosophy
Price differentiation
-Set price equal/similar to foreign brands image
differentiation
-in position of unique luxury cosmetics which contains South
Korean atmosphere
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
Chinese
Who are shorter than western woman and who want to compensate their physical deficient by clothes
Not many competitors
Luxurious design
Targeting bluesumers
Not copied easily
High supplier’s power
Expensive product
Aging society
Gold generation
highly developed technology
Developed and generalized technology
Korean prefer western luxury brand
Cheap Chinese product
brands: Volkswagen, Audi, Bentley, Bugatti, Lamborghini, SEAT, Skoda and Volkswagen Commercial Vehicles.
Each brand has its own character and operates as an independent entity on the market. The product range extends from low-consumption small cars to luxury class vehicles. In the commercial vehicle sector, the product offering spans pick ups, busses and heavy trucks.
The Group operates 44 manu
Depending on the brand development strategy and international expansion of retail network (more than 1,700 stores worldwide), the Group since its inception in 1987 has made the rapid development and growth.
LVMH Group in line with the Western art of living (Art de Vivre) spread all over the world the essence of the mission, meticulous, perfect, reflect the traditional crafts, elegant and crea
HR Educating system of LotteMart
This chart shows the educating programs at each job in Lotte Mart
3. Comparison with competitive brand (E-mart)
During the conversations about H.R strategies with H.R manager of Lotte mart, it was interested that one key point she mentioned about their competitive. She compared her H.R strategies with E-mart which is second biggest market share within this ma