Luxury Strategy For Baume & Mercier (France) In Taiwan Emily Yuting Chen 0712 2010

1. Luxury Strategy for B & M in Taiwan Emily Yuting Chen July 12th, 2010

2. Outline

3. Luxury Background: Luxury Strategy Source: Edited from Luxury Strategy Course Material by Vincent Bastien Online Strategy: “Always communicate via the internet, but never sell on the internet”

4. Luxury Definition Luxury Pierre Xiao Lu (2008), 6 characteristics of luxury definition

5. Luxury Communication Strategy

6. Luxury Communication Strategy Dream Equation – Four typical situations(Bernard Dubois HEC) Source: Edited from Luxury Strategy Course Material by Vincent Bastien

7. Luxury Marketing Strategy

8. Marketing Management Marketing Management for B&M T-STP

9. Marketing Strategy I: Brand Identity History of B&M Brand Characteristics : Icons Potato Ambassodor

10. Marketing Strategy II: Product Pyramid Product Pyramid & its Luxury Strategy Dream -Luxury Strategy- Quality/$ ratio Investment -Premium Strategy- Awareness, Imitation -Fashion Strategy-

11. Indings: IMC

12. Indings: IMC Online+Offline Other IMC Tools

13. Indings: IMC Local Strategy

14. Indings: CRM

15. Indings: WOM

16. Indings: WOM Language Inconsistency(5) Negative message Spam Ads

17. Indings: C.B.– AIDMA to AISAS

18. Indings: C.B.– AIDMA to AISAS Action! Share! Search!