Trabajo Individual BULGARI
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Transcript of Trabajo Individual BULGARI
8/2/2019 Trabajo Individual BULGARI
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G O N Z Á L E Z M A R T Í N E Z ,
N i e v e s
2 0 1 2
L U X U R
I C R U I S E O F B
V L G A R I
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COMPANY OVERVIEW
Based in Rome, since 1884 Bulgari has been creating renowned fine jewellery. Today it is a global
and diversified luxury brand with a product and services portfolio of jewels, watches, accessories,
fragrances, skincare, hotels and resorts featuring exceptional quality, an innovative style, with a
clear inspiration in the Greco-romaine culture, and impeccable service.
Business Philosophy
Quality and excellence form the basis of Bulgari’s culture. Its corporate philosophy reflects this
commitment within the working environment, with the aim of achieving the customer’s full
satisfaction.
Product New
People look at something personalized and individual luxury, not want to buy any product, look
for the full experience and build membership. Luxury products must be more integrated with their
consumers.
Aware of this fact Bulgari has decided to launch its new product "Bulgari Luxury Cruise."This new
product will consist of a luxury cruise where our company philosophy, excellence will be
reflected down to the smallest detail.
This creates a circuit called "Inspiration Bulgari" and whose slogan is: "The soul of our jewels." The
drawing will be held by those historical places that have inspired our collections of jewelry.
Mission: We want our jewelry with "Soul" metaphorical figure will only be able tounderstand that you have made our cruise, thus generating the complete experience and
belonging to this market demand.
Goals: Get in the first year that 80% of our current customers and 25% of potential customers,
be knowledgeable and interested in our new product.
MAEKETING STRATEGIES
The 3C’s model points out that a strategist should focus on three key factors for success. In the
construction of a business strategy, three main players must be taken into account:
1. The Corporation
2. The Customer
3. The Competitors
Only by integrating these three C’s (Corporation, Customer, Competitors) in a strategic triangle, a
sustained competitive advantage can exist. Ohmae refers to these key factors as the three C’s
orstrategic triangle.
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Extrinsic Intrinsic
Efficiency Play
Status Ethics
Active
Reactive
Active
Reactive
Self oriented
Other oriented
UTILITARIAN HEDONIC
Excellence
Esteem
UTILITARIAN
SOCIAL
EMOTIONAL
Aesthetics
ALTRUISTIC
Spirituality
C R U IS E
LUXURY
HIGT CATEGORY
MEDIUM CATEGORY
CRUISE
Lower Priced Higher Priced
Higher Quality
Lower Quality
Harry Winston
Bruccellati
Tiffany
Bvlgari
ChanelZales
The Corporation: Value
The value of Bulgari's new
product could be considered
an emotional hedonic value, But the
symbiosis that occurs
between jewelry and history make
it a utilitarian value with a clear
social approach, as it will
generate group membership and
knowledge.
The Corporation: The Brand Mapping and positioning
The positioning of Bulgari Luxury Cruise must be above the most luxurious cruise ships that
currently exist, as our offer is more exclusive and selective than these.
The Competitors
The direct competitors of the firm Bulgari none
of them have luxury cruise offer, which do not
pose a risk of entry into this market for the
Italian firm.
Given the positioning of the brand in the cruise
market and the existence of numerous
competitors at their level, Bulgari should adopt
a distinctive offer beginning from the
moment of establishing a strategy for
product: Bulgari should not sell a cruise, you
must sell a unique experience in the world
of fine jewelry.
Lower Priced Higher Priced
Higher Quality
Lower Quality
CRUISE
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CONDUPTUAL
Benefitssought
Product user
Occasions orsituations
Pricesensibility
DEMOGRAPHIC
age
gender
income
occupation
nationality
social class
GEOGRAPHIC
region
city size
density
PSYCHOGRAPHIC
personality
lifestyle
reasons
On the product, its most direct competitors are characterized by working with large-
capacity vessels equipped with all factors considered high luxury. Bulgari pose shall
consider a differentiating strategy in relation to the capacity of the vessel. A smaller ship
symbolizes the exclusive experience available to very few, and therefore the profit margin may
be much higher. That is, Luxury Cruises Burgari would be the most unique diamond in luxury
cruises.
The consumitors
The consumer of luxury goods cree that proof of their purchasing power is more linked to what
is "different, not easily accessible and shows that there is a certain knowledge" that ahigh
price. Now brands like Versace and Ferrari do not attract, as "It's something of good quality
but massive." Instead, like Escada, Hermes, Valentino, Dior, Bulgari and Cartier.
In relation to tourism and travel more specifically, its range extends from the Caribbean to
Punta del Este, through Patagonia or the Dead Sea. The sports and cultural activities are imposed
as the greater predilection of the most affluent. Men do not seem willing to give uptheir practice of
tennis or golf, and women want to miss a stroll through the museums of Buenos Aires, or visiting a
spa or beauty salon.
Faced with competition, segmentation marketing strategy is to achieve differentiation.
Influences
This consumer of luxury goods, is guided more by experience, or self-employed and not so much
for the money it costs the product. That is to say, "luxury no longer resides in the object
CONDUPTUAL
•Benefit sought: Quality, value, best image.
•
Product Use: Heavy Users.•Sensitivity: Aware of the value, status conscious, not price
sensitive
DEMOGRAPHIC
•Income: over $ 100,000 / year.
•Generation: Baby Boomer, Generation X.
•Social class: High
GEOGRAPHIC•City size: Large cities (New York, Paris, London,
Hong Kong, etc..)
PSYCHOGRAPHIC•Life style: Lovers of cultural and outdoor
•Reasons: Status
Table 2 : Bases of segmentation Table 1: Bvlgari segmentation
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itself, but the special feeling you get when you buy or have something." The influence of
purchase to the brand for men may lie in the figure of the chief, senior leaders, actors with
high attractiveness and popularity, and so on. In addition to women is often a very influential
figure image of celebrities, especially actresses and members of the world's monarchies, being
the most prestigious news publications aimed at women, one of the most effective vehicles to
advertise a product.
MESSAGE
The message should convey Bulgari would be "in-depth knowledge of what is behind Bulgari jewel.
Become part of the select group of people who enjoy the beginning and the end of
the Bulgari jewelry. Experience the pleasure of knowing your Soul"
Path of the message
The Luxury Institute of New York conducted a study whose results show that the luxury
consumer prefers to receive the message in a personal and individual, so a good distribution
channel would send the message through the network of stores of the mark. This report also
informs us of the ineffectiveness that social media bring to the sales of luxury brands, however if
they can be a tool to publicize the new product.