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    LUXURY Retail - 6 P's of Luxury Marketing

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    RahulRaheja
    The document outlines the 6 P's of luxury marketing - People, Product, Passion, Pleasure, Purpose, and Price. It discusses that customers buy from people and outlines key characteristics of luxury products like quality and scarcity. It also explains that the affluent are passionate consumers who share their passions in real and virtual communities. Luxury marketing focuses on creating experiential experiences that appeal to the senses and emotions. While luxury often implies superfluity, it can also serve practical purposes depending on the customer. The document concludes by noting the rise of fractional ownership models in luxury pricing.

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    LUXURY Retail - 6 P's of Luxury Marketing

    Uploaded by

    RahulRaheja
    909 views8 pages
    The document outlines the 6 P's of luxury marketing - People, Product, Passion, Pleasure, Purpose, and Price. It discusses that customers buy from people and outlines key characteristics of luxury products like quality and scarcity. It also explains that the affluent are passionate consumers who share their passions in real and virtual communities. Luxury marketing focuses on creating experiential experiences that appeal to the senses and emotions. While luxury often implies superfluity, it can also serve practical purposes depending on the customer. The document concludes by noting the rise of fractional ownership models in luxury pricing.

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    LUXURY Retail - 6 P’s of Luxury Marketing

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    The document outlines the 6 P's of luxury marketing - People, Product, Passion, Pleasure, Purpose, and Price. It discusses that customers buy from people and outlines key characteristics of luxury products like quality and scarcity. It also explains that the affluent are passionate consumers who share their passions in real and virtual communities. Luxury marketing focuses on creating experiential experiences that appeal to the senses and emotions. While luxury often implies superfluity, it can also serve practical purposes depending on the customer. The document concludes by noting the rise of fractional ownership models in luxury pricing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    909 views8 pages

    LUXURY Retail - 6 P's of Luxury Marketing

    Uploaded by

    RahulRaheja
    The document outlines the 6 P's of luxury marketing - People, Product, Passion, Pleasure, Purpose, and Price. It discusses that customers buy from people and outlines key characteristics of luxury products like quality and scarcity. It also explains that the affluent are passionate consumers who share their passions in real and virtual communities. Luxury marketing focuses on creating experiential experiences that appeal to the senses and emotions. While luxury often implies superfluity, it can also serve practical purposes depending on the customer. The document concludes by noting the rise of fractional ownership models in luxury pricing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 8

    Amity Business School

    The Ps of Luxury Marketing

    6 Ps
    1.
    2.
    3.
    4.
    5.
    6.

    People
    Product
    Passion
    Pleasure
    Purpose
    Price

    Amity Business School

    People
    Customers Buy From People

    Amity Business School

    Product

    Amity Business School

    The Six Key Characteristics of Luxuries:


    Quality
    Heritage
    Integrity
    Price
    Scarcity
    Super-Fluousness/Non-Utility

    Passion

    Amity Business School

    Connoisseurship Shared in Real and Virtual


    Communities
    Affluent are passionate consumers
    Share passions
    Old Fashioned Ways (Clubs and Associations)
    Emerging Arenas (Social Media, Blogs)

    Pleasure

    Amity Business School

    Luxury is Experiential
    Luxury experience implies an emphasis on
    senses and emotions
    sensory connection with their products
    emotional appeals in their marketing
    campaigns

    Purpose

    Amity Business School

    Luxury May Have an Element of Superfluity,


    But it Can Also be Practical
    Luxury customers will place varying weights
    on the importance of pleasure vs. purpose

    Price

    Amity Business School

    The Rise of Fractional Ownership

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