the consistent success in luxury goods, the luxury good market of Korea has grown to exceed Asia and be ranked among top luxury good consumption country in the world.
2. What is Brand for in Premium Market?
In the mass market, price and quality are the most important factors. However, in the luxury goods market, consumers are not as sensitive to price and do not feel much difference in qu
Launching a new brand
Give fresh image to customers
One ofthe fastest ways to get rid of cheap image
Customers will recognize “New-Brand” in a new category
Lexus was successful
Costs substantial time and money
Takes time for a new brand to be settled
Suspicion of Hyundai’s ability to manufacture premium car
3. 3Cs
3.1. Corporation
1) BMW
The BMW Group is the world’s leading company ofpremium products and services in the automobile market. BMW, which stands for Bayerische Motoren Werke, was established in 1817 in Germany and is now one ofthe ten largest car manufacturers in the world. There are more than 14 million BMW vehicles on the road today.
As a company producing high class autom
the table, air transportation part which includes passenger, cargo, maintenance service, training service, building lease takes up more than 95% ofthe total revenue, so they need to focus on that type of business.
Korean Air made a low-cost subsidiary carrier called Jin Air. It is a premium short haul carrier. Their vision is “Global standard: Popular, Practical, Proper Safety.”
Operati
of superior quality and innovation on which Häagen-Dazs was founded. Since then, it has become a global phenomenon, available in 54 countries. But the same careful attention to quality that Reuben Mattus built into
every Häagen-Dazs? product, remains today. Ice Cream lovers the world over now recognize the unique Häagen-Dazs logo as synonymous with the ultimate super-premium