Marketing, luxury, branding and more…. – Page 18 – Paurav Shukla, globally renowned expert in marketing, luxury, branding and more….

Wooing Indian luxury alcohol brand consumers

This may come as a surprise to many readers of my website as to why am I focusing on luxury alcohol consumers and that too for India. Well, recently Euromonitor International published a very interesting report on luxury alcohol market for BRICS economics. The report shows that for luxury alcohol [Read Story]

Segmenting luxury brand consumers

In some of my earlier posts, I have stated that there are two simultaneous paradoxical needs among us consumers with regard to consumption namely, (a) [Read Story]

Waving Good bye to Google Wave: Lessons in positioning

A year ago, when it was launched, it was one of the most hyped products (service) from Google. It was hailed as the next generation [Read Story]

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Antecedents to consumer confusion in financial services industry

It is only the later part of the 20th century financial services institutions (FSIs) started morphing into a different shape altogether. [Read Story]

Global marketing

The ultimate aim of a marketer and marketing both is to satisfy customers’ needs and wants. Customers’ worldwide share many common [Read Story]

Impact of attitudinal and behavioural loyalty on future purchase intentions in cross-cultural context

Companies across the world recognize the importance of customer satisfaction and loyalty. The results of higher satisfaction in most cases are [Read Story]

A potential solution to the trillion dollar digital shopping cart abandonment challenge

A potential solution to the trillion dollar digital shopping cart abandonment challenge

Digital shopping cart abandonment is a trillion dollar problem that is prevalent across the e-commerce industry irrespective of the sector. Our research sheds light on how to solve this challenge using the self-regulation motivation.

The Independent: Can luxury fashion brands ever really be inclusive?
Escaping the 'wild swings' of the stock market: Why Elon Musk should take Tesla private
How brands that disguise their origins do damage to their bottom line
Why Elon Musk should take Tesla private
Researchers find ad campaigns effective in cutting alcohol-fueled sexual advances

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Luxury branding: back to basics

When using luxury brands consumers make a subtle claim that they are special, different and at the very forefront of social trends. Therefore, creating a fit between the social trends and keeping up with them is one of the critical strategic issues for all luxury brands. However, with mass-market brands gradually upgrading their appearance, strategic response and approach to marketing their products, many luxury brands are finding it hard to stay ahead of the peck. In this scenario, many luxury brands have decided to move beyond their niche and diversify very quickly into other market spaces which the consumer may [Read Story]

Luxury marketing: exploiting the heritage code of luxury brands

Marketing luxury brands is significantly trickier than regularly purchased brands. In this regards, many luxury brands from Europe seem to be stepping up a new kind of luxury marketing activity - exhibitions in prominent museums. For example, “Inspiration Dior” exhibition at the Pushkin Museum, Moscow; “Culture Chanel” at the Museum of Contemporary Art Shanghai; and Louis Vuitton “Voyages” exhibition in the National Museum of China. This exercise bags a question as to can this create a win-win situation for luxury brands and museums? In the following paragraphs, I shall share my views on marketing luxury brands through exhibitions. A [Read Story]

LVMH & Tiffany: The master negotiator is at play again!

LVMH & Tiffany: The master negotiator is at play again!

The LVMH's Tiffany acquisition was announced in late 2019. However, recently, rumours have emerged that LVMH has got cold fit in paying 37% premium for an acquisition in this COVID-19 era. I offer an alternative account of what may be going on behind the scene. Speculative I know, but nothing is impossible in the master negotiator Bernard Arnault's playbook. Have a read!