Swot Analysis Of Bvlgari Perfume
2.3 Macro Environment
The macro environment analyses the external influences that are likely to have an impact on the brand Bvlgari Perfume through the use of the DESTEP model. Only the relevant factors of the DESTEP model will be reviewed. Political and Environmental factors are disregarded.
2.3.1 Demographics
3.1 Luxury Marketing Mix
In order to better understand luxury marketing, its marketing mix strategy is carefully analysed. Luxury marketing strategies differ from mass marketing strategies, as the customers and the researched experience are not the same. That is how Fiona and Moore (2009) came up with a marketing mix concept proper to luxury brands. The luxury marketing mix consists of the product policy, pricing policy, distribution
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That is why a luxury brand must have a story, a myth to tell. The brand and its story have to be spoken about without getting taken for a mass-market brand (Okonkwo, 2010). Public relation programmes are a tool luxury brands use to increase visibility. Such programmes include events, exhibitions, news stories and sponsoring from a certain sector. The emphasis of those PR programmes reserved at a limited audience must lie on excitement and emotion (Catry, 2003) and must portray the brand’s heritage and craftsmanship while involving celebrities and influencers (Liu et al., 2016). Luxury brands must be …show more content…
The main difference between both is that celebrities appear in a certain campaign while ambassadors show the population through media and social media that they use the product in their daily lives for a given period (Kapferer & Bastien, 2015). Usually, brand ambassadors are influencers and Bloggers who are paid by a brand to promote the products through their social media account. Influencers will be further discussed in point 3.3. Online presence is taking more importance in luxury communication as it allows information gaining on social media as well as on the official brand’s website, promotion of products through bloggers and influencers collaborations and also the sharing of customers experiences. The online presence makes products visible, establishes trust and a connection amongst the customer and the brand occasioning both online and offline purchases (Hennigs et al.,
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