Armani Exchange Essay

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Armani Exchange

Why do people buy luxury goods? What Implications does It have for their underlying characteristics regardless of the type of luxury product? Scarcity associated with It/ perceptions of luxury 2. What are the specific “associations” with the Airman brand? Discuss the specific elements of the marketing strategy Airman (ups) used to build the brand. Price – very high Product – top-end products with market leading designs Promotion Place – limited distribution channels and manufacturers (but equipped with best ethos, market leading designs and technology).

Store design? 3. What are the branding / marketing considerations to take into account in order to determine whether or not to launch A/X? Whether it will affect perceptions of Airman as a luxury brand and not make people think it is a mass market brand. What is the current perception of Airman as a brand? – is the view that it is an elite brand strong enough? Consumers could grow weary of the basics. 4. Suggest a launch strategy in terms of marketing mix for XIX that minimizes brand dilution of Airman. What do you think about Porch’s decision to launch an SUB vs.. Bum’s decision to launch 1 series? Propose – brand dilution yet a form of diversification Into the mass market as a new consumer segment. Subs are viewed quite differently from luxury sports cars. BMW viewed as a performance-oriented and less off luxury brand. 1 series can reach out to younger consumers but could spoil their perception of the brand If the model has poor features and specifications. 1 . Why do people buy luxury goods? What implications does it have for their

Scarcity associated with it/ perceptions of luxury elements of the marketing strategy Airman (ups) used to build the brand. Price – very Promotion – determine whether or not to launch XIX? 5. What do you think about Porch’s decision to launch an SUB vs.. BMW decision to launch Series? Propose – brand dilution yet a form of diversification into the mass market as a new BMW viewed as a performance-oriented and less of a luxury brand. 1 series can reach out to younger consumers but could spoil their perception of the brand if the