Marketing Strategies for Luxury Brands Essay Example for Free

Marketing Strategies for Luxury Brands Essay New products are continuously launched into the luxury perfume market each year. DKNY’s recent addition to the perfume market is DKNY Pure. As a competitor intending to introduce a similar product into the luxury fashion brand perfume market, consumer behaviour has important implications for the design of a successful marketing strategy. This paper will outline which key factors marketers should attempt to influence in the design of a marketing strategy to introduce a new luxury brand perfume to the market. Through the use of product positioning, identifying buying groups and the target market, extensive advertising and operant conditioning marketers can manipulate the consumer decision-making process together with internal and external influences leading to consumer purchase behaviour. From a marketing perspective luxury fashion brands are defined in by features such as exclusivity, premium prices, excellent quality, distinctiveness, image, status and other aspirational characteristics (Fionda Moore, 2009). For many consumers the purchase of luxury fashion brand perfume is a high-involvement and emotional decision (Sadeghi Tabrizi, 2011). These purchases involve the use of extended decision-making with an extensive search of internal and external information and a considerable evaluation of alternative products available (Quester, Pettigrew Hawkins, 2011). An extensive advertising campaign should be used the major marketing strategy for the introduction of a new product in the luxury perfume market as it can be used to manipulate and influence consumer behaviour in a number of ways. Influencing the consumer decision-making process In order to influence the consumer decision-making process advertising can be used as external stimuli in order to trigger the first stage of the consumer decision making process; problem or need recognition. Advertising can influence consumer behaviour by affecting the consumer’s desired state or their existing state (Quester, Pettigrew Hawkins, 2011), prompting the identification of perceived need or desire for a product. Strategic marketing campaigns such as preannouncements (for example through media releases or samples) can be used to influence consumer anticipation, attention and desire or perceived need prior to the launch of a new product such as a luxury perfume (Schatzel Calantone, 2006). By understanding the motives which direct consumers to purchase products and the needs they are seeking to satisfy marketers can target their advertising more effectively (Kotler et al, 2007). For luxury brand perfume advertising can be used to highlight the emotional need of the consumer focussing on their â€Å"esteem needs† as described by Maslow’s Hierarchy of Needs (Kotler et al, 2007; Quester, Pettigrew Hawkins, 2011). Emotional self-esteem needs can be effectively used in advertising luxury brand perfume to women by including messages and visuals which suggest sophistication, elegance, love and confidence. Feeling and emotion significantly shapes consumer intentions for perfume with consumers visualising, imagining, estimating and assessing the perceived feelings gained from purchasing and using the product (Sadeghi Tabrizi, 2011). Perception Marketing efforts should focus on building customers perception of both the brand and the product. Perception is a significant internal factor in a consumers’ purchase decision for luxury brand perfume. The perception process involves processing information from exposure, attention and interpretation with meanings recorded as memory (Kotler et al 2007). Consumer perceptions can be manipulated through product positioning; in this case introducing a new perfume’s under the familiar luxury brand image will position it in the high-end perfume market creating a perception that it is a similar high-end product. Identifying the desired product position allows marketers to design strategies to develop the appropriate product image for that particular target market (Quester, Pettigrew Hawkins, 2011). Perfumes are products that are comprised of both tangible and intangible characteristics designed to satisfy consumers. Perceptions of quality can be influenced by the tangible (intrinsic) characteristics of the product; for perfume this is the bottle and the package. Through the application of beautiful and clever product design and packaging marketers can manipulate consumer perception of the perfume and its image (Sadeghi Tabrizi, 2011). Intangible (extrinsic) characteristics such as price, store image or brand image also serve to influence the consumer’s perception of quality (Quester, Pettigrew Hawkins, 2011). Setting higher prices for the perfume consistent with the product position and target market (Fionda Moore, 2009) and stocking the perfume in high-end department stores are strategies that can be employed to infer quality and influence consumer perceptions of status. Brand image and brand awareness Brand leveraging strategies can be employed to capitalise on the brand equity of a familiar luxury brand by giving the brand name to a new product (Quester, Pettigrew Hawkins, 2011). By introducing a new perfume using an established luxury fashion brand (either as a product or line extension) marketers can increase consumer recognition and acceptance of new products (Wu Lo, 2009) as well as making the most of the perceived intangible benefits associated with a positive brand image. A consumer’s positive perception of brand image of familiar luxury fashion brands has a significant effect on increasing purchase intentions of the products produced by those brands. The creation and usage of a strong brand image can be used by marketers to reduce uncertainty around product evaluation (or perceived purchase risk) whilst also increasing confidence in product quality (Sadeghi Tabrizi, 2011). Consumers view brand as an important part of a product which adds perceived value to the product (Wu Lo, 2009; Sadeghi Tabrizi, 2011). Launching a perfume under an existing familiar brand with a positive brand image can generate competitive advantage by increasing consumer’s interest and attention and resulting positive evaluation of a product (Fionda Moore, 2009). Further, consumers are likely to give greater attention to a familiar brand and to engage more effort in processing information about a product with a familiar brand name (Sadeghi Tabrizi, 2011). Brand personality celebrity endorsement Brand personality is a key factor in brand identity and is highly influential in the consumer decision making process as it relates to the desire to satisfy needs of self-esteem and belonging (Rajagopal, 2006). Consumers are motivated to purchase products from brands that reflect their own personality or that portrays personalities to which they aspire (Sirgy, 1982; Guthrie Kim, 2009; Spry, Pappu Cornwell, 2011). Celebrity endorsement is considered an effective strategy by marketers as a highly visible means of brand personality creation ((Rajagopal, 2006; Spry, Pappu Cornwell, 2011). Endorsement by celebrities influences consumer behaviour through attracting increased attention, generating greater brand recall and recognition (Quester, Pettigrew Hawkins, 2011; Spry, Pappu Cornwell, 2011). Dean (1999, as cited in Spry, Pappu Cornwell, 2011) further posits that celebrity endorsement can also influence a consumer’s perceptions of product quality and distinctiveness. The effectiveness of using a celebrity to endorse a product will be enhanced if there is congruence between the celebrity’s image, the product (and brand) personality and the self-concept of the target market (Quester, Pettigrew Hawkins, 2011). Market research should be conducted to determine perceptions of chosen celebrities to ensure they are credible and have attributes that coincide with the target market’s needs and desires (Quester, Pettigrew Hawkins, 2011; Spry, Pappu Cornwell, 2011). For the luxury brand perfume market such attributes should be based on attractiveness and image. Learning operant conditioning Consumers learn about products through the knowledge and experience gained from purchase and consumption (Quester, Pettigrew Hawkins, 2011). By understanding how consumers learn about products marketers can include information to assist and influence the consumer decision-making process. Operant conditioning is highly effective marketing strategy used to influence consumer behaviour particularly in high involvement purchases such as perfume (Peter Nord, 1982; Quester, Pettigrew Hawkins, 2011). Operant conditioning can shape positive reinforcement for consumer purchase intention (Amor Guilbert, 2009). By trialling, using tester bottles and sample spray cards the product consumers are able to experience the perfume determine if they like the scent and if it smells good on their skin. Amor Guilbert (2009) suggest that consumers are more likely to respond to new perfume samples than established ones. Marketers can provide free samples during related purchases to encourage product trial (Amor Guilbert, 2009) which assists in capturing consumer attention and increasing product familiarity (Sadeghi Tabrizi, 2011). Placing samples in high-end fashion magazines will also assist with familiarity as well as perception of quality. Using free samples as promotional tools may also assist marketers in developing a positive attitude toward the sampled perfume product as well as toward to the brand (Amor Guilbert, 2009). External influences A consumer’s purchasing behaviour is also influenced by social factors. By identifying the roles in the buying process marketers can incorporate this information in the product design and advertising message decisions (Kotler et al 2007). For women’s perfume the same person might play several roles in the purchasing decision. The purchaser will often be the initiator of the purchase, the decider who ultimately makes the purchasing decision and the user or wearer of the perfume (Kotler et al). Products such as perfume that are complementary to self-image are occasionally purchased by consumers as gifts for themselves. Marketers can target the fulfilment of self-gifting motivations by interspersing perfumes with other products such as cosmetics so that sales-staff might promote combining purchases (Mick, Demoss Faber, 1992). Males may also be purchasers of women’s perfume as gifts. Identifying this group in the buying process will enable targeted marketing through the development of gift packs around peak gift periods such as Christmas, and Valentines Day. As shown in the above discussion through the use of extensive advertising campaigns marketers can influence consumer purchase intention through stimulating emotional need or desire for the new perfume product as well as creating attention and awareness. Identifying and establishing the product position and the roles in the buying process will enable marketers to design and direct advertising at the desired target segments. The use of an established luxury brand to launch the product can influence consumer’s perceptions of quality and status of the brand and by association the perfume. Whilst credible celebrities can be used in advertising campaigns to create or support brand personality influencing attention, increasing brand recognition and product recall as well as further addressing consumer’s desire for fulfilment of self-concept needs. Finally operant conditioning through the provision on free samples and testers will be used to shape consumer learning about the new product by positive reinforcement, as well as capturing consumer attention and further increasing brand awareness. By understanding the relevant influences of consumer behaviour to the new product marketers can incorporate this theory in order to manipulate the buying intentions and purchase behaviours of consumers and create a successful marketing campaign.

The Future Never Just Happened, It Was Created :: Teaching Philosophy Education Essays

The Future Never Just Happened, It Was Created My philosophy on education is that it is important to instill values and knowledge into our children at an early age to ensure a great future for them as well as enhancing their contributions to society. Will and Ariel Durant famous for several quotations on life and civilization summed up how important education is for the future of our children and society. "We have to help children take advantage of education so they can have the best future possible for themselves and the rest of society." I have a strong belief that education is the key to a prosperous happy future for our children and the future leaders of tomorrow's society. Being a teacher, what a wonderful way of ensuring a child has every opportunity to reach their dreams and create a wonderful future for themselves. The future can be ten minutes from now or thirteen years from kindergarten to a graduating senior. I hope I can make a difference in the children I am privileged to have in my classroom. I feel it is my moral responsibility to ensure each child entrusted to me a chance to create his or her future with the knowledge of education. I hope to be a motivator of creative thinking and good decision-making. I want the children I teach to be able to leave my classroom feeling confident and sure that they have acquired the skill to be independent thinkers. Knowing each child has a unique quality to contribute wonderful ideas and the confidence to share them with their classmates with a feeling of accomplishment. Starting with elementary students and instilling this quality will give them better opportunities as they grow. I want to be this t eacher, the teacher who inspires them to plant a seed to grow into success. Froebel referred to kindergarten as "a children's garden", this is exactly the way I feel. As a teacher, I hope to have a nurturing garden no matter of the grade level. Children deserve to feel safe, secure, and have confidence in the teacher. I would expect nothing less of myself. I have often imagined what type of classroom I will have. I envision a welcoming, warm atmosphere with bulletin boards decorated for the season at hand. Children making snowflakes, autumn leaves, colorful eggs or bright stars for a warm summer's night.

No pain, No gain Essay

The proverb, no pain no gain means no effort, no success. Parents make their children pursue education since childhood, aiming to lead a better life. With peerless parental love, they want their children to be educated people. They often tell us to work hard at our lessons. They beat or scold us if we do not study well because their life experience proves that â€Å"No pain, no gain.† We cannot succeed in life without taking pains. To pass examination, students must attend classes regularly and learn their lessons daily. If we do not work hard, we will meet failure no merely in examinations but also in life. Similarly, a continuous training is necessary for soldiers to defend themselves and to defeat the enemies in the battlefield. Not an athlete will win over games without serious training. Likewise, a healthy person possesses his sound health by doing physical exercise, taking nutritious food, drinking clean water and living a healthy lifestyle. Here I would like to say teachers take great pains in teaching so that their students can learn more lessons and pass the examination with high marks. All these examples tell us that there is no effortless success in life. There is nothing we can get easily and readily. To sum up, we cannot gain any success without pain or effort.

Elizabeth Key and Her History-Changing Lawsuit

Elizabeth Key (1630 - after 1665) is a key figure in the history of American chattel slavery. She won her freedom in a lawsuit in 17th century colonial Virginia, and her lawsuit may have helped inspire laws making slavery a hereditary condition. Heritage Elizabeth Key was born in 1630, in Warwick County, Virginia. Her mother was a slave from Africa who is unnamed in the record. Her father was an English planter living in Virginia, Thomas Key, who arrived in Virginia before 1616. He served in the Virginia House of Burgesses, the colonial legislature. Accepting Paternity In 1636, a civil case was brought against Thomas Key, alleging that he had fathered Elizabeth. Such suits were common to get a father to accept responsibility to support a child born out of marriage, or to ensure that the father would help to get the child an apprenticeship. Key first denied paternity of the child, claiming that a â€Å"Turk† had fathered the child. (A â€Å"Turk† would have been a non-Christian, which could affect the slave status of the child.) He then accepted paternity and had her baptized as a Christian. Transfer to Higginson At about the same time, he was planning to go to England—perhaps the suit was filed to ensure that he accepted paternity before he left—and he placed the 6-year-old Elizabeth with Humphrey Higginson, who was her godfather. Key specified a term of indenture of nine years, which would bring her to the age of 15, a common time for indenture terms or apprentice terms to expire. In the agreement, he specified that after 9 years, Higginson was to take Elizabeth with him, give her a â€Å"portion,† and then free her to make her own way in the world. Also included in the instructions was that Higginson treat her like a daughter; as later testimony put it, â€Å"user her more Respectfully than a Common servant or slave.† Key then sailed for England, where he died later that year. Colonel Mottram When Elizabeth was about ten years old, Higginson transferred her to a Colonel John Mottram, a justice of the peace—whether it was a transfer or sale is not clear—and he then moved to what is now Northumberland County, Virginia, becoming the first European settler there. He founded a plantation he called Coan Hall. About 1650, Col. Mottram arranged for 20 indentured servants to be brought from England. One of those was William Grinstead, a young lawyer who indentured himself to pay for his passage and work that off during the term of indenture. Grinstead did legal work for Mottram. He also met and fell in love with Elizabeth Key, still held as a bond servant to Mottram, though it was by that time 5 or more years beyond the term of the original agreement between Key and Higginson. Even though Virginia law at that time forbid indentured servants from marrying, having sexual relations or having children, a son, John, was born to Elizabeth Key and William Grinstead. Filing Suit for Freedom In 1655, Mottram died. Those settling the estate assumed that Elizabeth and her son John were slaves for life. Elizabeth and William filed suit in court to recognize both Elizabeth and her son as already free. At the time, the legal situation was ambiguous, with some tradition assuming all â€Å"Negros† were slaves no matter the status of their parents, and other tradition assuming English common law where bondage status followed that of the father. Some other cases held that black Christians could not be slaves for life. The law was especially ambiguous if only one parent was an English subject. The suit was based on two factors: first, that her father was a free Englishman, and under English common law whether one was free or in bondage followed the status of the father; and second, that she had been â€Å"long since Christened† and was a practicing Christian. A number of people testified. One resurrected that old claim that Elizabeth’s father was a â€Å"Turk,† which would have meant neither parent was an English subject. But other witnesses testified that from a very early time, it was common knowledge that Elizabeth’s father was Thomas Key. The key witness was an 80-year-old former servant of Key, Elizabeth Newman. The record also showed that she had been called Black Bess or Black Besse. The court found in her favor and granted her freedom, but an appeal court found that she was not free, because she was a â€Å"Negro.† General Assembly and Retrial Then Grinstead filed a petition for Key with the Virginia General Assembly. The Assembly formed a committee to investigate the facts, and found â€Å"That by the Comon Law the Child of a Woman slave begot by a freeman ought to be free† and also noted that she had been christened and was â€Å"able to give a very good account of her fayth.† The Assembly returned the case to a lower court. There, on July 21, 1656, the court found that Elizabeth Key and her son John were in fact free persons. The court also required that the Mottram estate give her â€Å"Corn Clothes and Satisfaction† for her having served many years beyond the end of her term of service. The court formally â€Å"transferred† to Grinstead â€Å"a maid servant†. That same day, a marriage ceremony was performed and recorded for Elizabeth and William. Life in Freedom Elizabeth had a second son by Grinstead, named William Grinstead II. (Neither son’s birth date is recorded.) Grinstead died in 1661, after only five years of marriage. Elizabeth then married another English settler named John Parse or Pearce. When he died, he left 500 acres to Elizabeth and her sons, which allowed them to live out their lives in peace. There are many descendants of Elizabeth and William Grinstead, including a number of famous people (the actor Johnny Depp is one). Later Laws Before the case, there was, as outlined above, some ambiguity in the legal status of the child of a woman who was in bondage and a free father. The assumption of the Mottram estate that Elizabeth and John were slaves for life was not without precedent. But the idea that all of African descent were permanently in bondage was not universal. Some wills and agreements by owners specified terms of service for African slaves, and also specified land or other goods to be granted at the end of the term of service to aid in their new life as fully free persons. For example, a woman, Jone Johnson, daughter of one Anthony Johnson identified as a Negro, was given 100 acres of land by the Indian ruler Debeada in 1657. Key’s suit won her freedom and established the precedence of the English common law about a child born to a free, English father. In response, Virginia and other states passed laws to override the common law’s assumptions. Slavery in America became more solidly a race-based and hereditary system. Virginia passed these laws: 1660: the term of indentured servitude was limited to five years—for servants from a Christian country1662: a child’s status as free or bond (slave) status was to follow the mother’s status, contrary to English common law1667: being a Christian did not alter status of bondage1670: prohibited Africans from importing any bonded laborers from anywhere (Africa or England included)1681: children of a European mother and African father were to be in bondage to age 30 In Maryland: 1661: a law was passed making all African Americans in the colony slaves, and all African Americans slaves at birth whatever the status of the parents1664: a new law outlawed marriages between European or English women and African (Negro/black) men Note: while the term â€Å"black† or â€Å"Negro† was sometimes used for Africans from the beginning of the presence of people of African descent in colonial America, the term â€Å"white† came into legal usage in Virginia about 1691, with a law referring to â€Å"English or other white women.† Before that, each nationality was described. In 1640, for instance, a court case described a â€Å"Dutchman,† a â€Å"Scotch man† and a â€Å"Negro,† all bond servants who escaped to Maryland. An earlier case, 1625, referred to a â€Å"Negro,† a â€Å"Frenchman,† and â€Å"a Portugall.† More about the early history of black or African women in what is now the United States, including how laws and treatment evolved: Timeline of African American History and Women Also known as: Elizabeth Key Grinstead; due to spelling variations common at the time, last name was variously Key, Keye, Kay and Kaye; married name was variously Grinstead, Greensted, Grimstead, and other spellings; final married name was Parse or Pearce Background, Family: Mother: not namedFather: Thomas Key (or Keye or Kay or Kaye) Marriage, Children: husband: William Grinstead (or Greensted or Grimstead or other spellings) (married July 21, 1656; indentured servant and lawyer)children:John GrinsteadWilliam Grinstead IIhusband: John Parce or Pearce (married about 1661)