Marketing Communications of Premium Alcohols

prof. Christo Kaftandjiev, Ph.D.

Structure of

Presentation

Definitions of Concepts

“Premium” and “Luxury”

The System of Ad Appeals

Ad Communicative Strategies

and Approaches

Type of Ads

Integrated Marketing

Communications

Definitions of Concepts

“Premium” and “Luxury”

Premium - meaning

of exceptional quality or

greater value than others of

its kind; superior

of higher price or cost

at a premium - at an

unusually high price

Premium - ethimolgy

1601, "reward given for a

specific act," from L. præmium

"reward, profit derived from

booty," from præ- "before" +

emere "to buy," originally "to

take". Adj. sense of "superior in

quality" is first attested 1928.

Definitions of Concepts

“Premium” and “Luxury”

Premium – Semantic

Field

Semantic field is all things

by the help of which we

can express a given

concept.

Best ace, best kind, beyond compare, boss, capital,

champion, chief, choicest, cool, crowing,

culminating, finest, first, first-class, first-rate,

foremost, greatest, highest, incomparable,

inimitable, leading, matchless, nonpareil, number

one, optimum, outstanding, paramount, peerless,

perfect, pre-eminent, premium, prime, primo,

principal, sans pareil, super, superlative,

supreme, terrific, tops, tough, transcendent,

unequaled, unparalleled, unrivaled

Costly

cher, costive, dear, excessive,

executive, exorbitant,

extortionate, extravagant, fancy,

high, high-priced, highly-priced,

inordinate, precious, premium,

pricey, top, valuable

Excellent accomplished, admirable, attractive, capital,

certified, champion, choice, choicest, desirable,

distinctive, distinguished, estimable, exceptional,

exemplary, exquisite, fine, finest, first, first-class,

first-rate, good, great, high, incomparable,

invaluable, magnificent, meritorious, notable,

noted, outstanding, peerless, piked, premium,

priceless, prime, select, skillful, skookum,

sterling, striking, superb, superlative, supreme,

tiptop, top-notch, transcendent, wonderful

Luxury - meaning

a material object, service,

etc., conducive to sumptuous

living, usually a delicacy,

elegance, or refinement of

living rather than a necessity

free or habitual indulgence in or

enjoyment of comforts and

pleasures in addition to those

necessary for a reasonable

standard of well-being

a means of ministering to such

indulgence or enjoyment

a pleasure out of the ordinary

allowed to oneself

something inessential but

conducive to pleasure and

comfort

something expensive or hard

to obtain

Luxury - ethimology

1340, "lasciviousness, sinful self-

indulgence," from O.Fr. luxurie, from L.

luxuria "excess, luxury," from luxus

"excess, extravagance, magnificence,"

probably a fig. use of luxus (adj.). Meaning

"habit of indulgence in what is choice or

costly" is from 1633; that of "sumptuous

surroundings" is from 1704; that of

"something enjoyable or comfortable

beyond life's necessities" is from 1780.

First used as an adjective 1930.

Luxury – Semantic Field

Luxury – Semantic Field affluence, bliss, comfort, delight,

enjoyment, exorbitance, extra,

extravagance, frill, gratification, hedonism,

high-living, immoderation, intemperance,

leisure, luxuriousness, nonessential,

opulence, rarity, richness, satisfaction,

splendor, sumptuousness, treat, well-

being

Affluence

abundance, fortune, luxury,

opulence, plenty, prosperity,

riches, wealthiness

Bed of roses

clover, comfort, lap of

luxury, life of ease, luxury,

milk and honey, paradise,

the good life, velvet

Comfort

abundance, alleviation, amenity, assuagement, cheer, cheerfulness, complacency, contentment, convenience, cosiness, creature comforts, enjoyment, exhilaration, gratification, happiness, luxury, opulence, peacefulness, pleasure, plenty, poise, quiet, relaxation, relief, repose, rest, restfulness, satisfaction, snugness, succor, sufficiency, warmth, well-being

Delicacy

ambrosia, banquet, bonne

bouche, boodle, dainty,

delight, dessert, feast, goody,

indulgence, luxury, morsel,

nectar, pleasure, rarity,

regale, relish, savory, special,

sweet, tidbit, treat

Elegance

breeding, charm, class, courtliness, cultivation, culture, delicacy, dignity, discernment, distinction, exquisiteness, felicity, gentility, good taste, grace, gracefulness, grandeur, hauteur, lushness, luxury, magnificence, nicety, nobility, noblesse, ornateness, polish, politeness, poshness, propriety, purity, refinement, restraint, rhythm, sophistication, splendor, style, sumptuousness, symmetry, taste, tastefulness

Enjoyment

amusement, delectation, diversion, enjoying, entertainment, fruition, fun, gladness, gratification, gusto, happiness, hedonism, indulgence, joy, loving, luxury, pleasure, recreation, rejoicing, relaxation, relish, satisfaction, savor, self-indulgence, sensuality, thrill, triumph, zest

Extravagance

absurdity, amenity, dissipation, exaggeration, excess, exorbitance, expenditures, folly, frill, immoderation, improvidence, lavishness, luxury, outrageousness, over-indulgence, overdoing, overspending, preposterousness, prodigality, profligacy, profusion, recklessness, squander, squandering, superfluity, unreasonableness, unrestraint, unthrift, waste, wastefulness.

Joy

alleviation, amusement, animation, bliss, charm, cheer, comfort, delectation, delight, diversion, ecstasy, elation, exaltation, exultation, exulting, felicity, festivity, frolic, fruition, gaiety, gem, gladness, glee, good humor, gratification, hilarity, humor, indulgence, jewel, jubilance, liveliness, luxury, merriment, mirth, pleasure, pride, prize, rapture, ravishment.

Semantic Field of Vodka

One of the main constituent here is the notion of “ice”. This way we can use actively the idea of ice in the different marketing communications –advertising, PR, etc.

Absolut Ice Bar

Finlandia Ice Bar Marketing

Communications

Luxury Brand Status Index (LBSI) Surveys

The Luxury Brand Status Index

(LBSI) is independent and impartial

measure available of the value and

equity of leading luxury brands to

wealthy Americans, based on

statistically meaningful data

collected from wealthy consumers

themselves.

The LBSI incorporates four main

"pillars" of value:

consistently superior quality,

exclusivity and uniqueness,

a measure of enhanced social

status,

a measure of the ability of a

brand to make a customer "feel

special" across the customer

experience with the brand.

In addition to individual and composite metrics by age, gender, income and net worth segments among the wealthy, the survey also measures a brand's ability to merit a significant premium price and referral from wealthy consumers. One advanced qualitative feature is actual consumer comments as to why they will, or will not, recommend each brand.

So what will the luxury consumer want in 2012? Analysts and experts may have a clear definition of luxury as it pertains to established markets like the U.S., Europe and Japan, but for many affluent consumers in emerging markets like China, India and Russia, the concept of luxury is still new.

TIME magazine Global LuxurySurvey

Ad Appeal

Appeal – Basic

motivational drive that

attracts consumers to the

advertised good.

System of Ad Appeals in the

Marketing Communications

of Premium and Luxury F&D

Might and Superiority Appeals

Appeals of Wealth

Ideological Appeals

Intercultural Appeals

Appeals of Art and Femininity

Eco and Nature Appeals

Appeals of Relationships

Appeals of Humor

Sex&Violence Appeals

Appeals of Postmodernism, etc.

Might and Superiority

Appeals

Might – National Dimensions

Appeals of Wealth

Snob Appeals

Appeals of Freedom

Appeals of Universalness

Outdoor Advertising

Ideological Appeals

Art, Beauty and Femininity

Appeals