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Author: Tanja Walker Publisher: diplom.de ISBN: 3832481281 Category : Business & Economics Languages : en Pages : 83
Book Description
Inhaltsangabe:Abstract: This thesis discusses the validity of Customer Relationship Management for luxury skin care brands in the selective cosmetics sector. Luxury skin care brands face limitations in applying CRM strategies due to their selective distribution strategy. The value of CRM is determined by analyzing communication tools, CRM opportunities and limitations. The example of Club Biotherm , a luxury skin care brand s customer loyalty program, illustrates the findings, and recommendations are made in order to successfully implement a CRM strategy. Key Words: Customer value, Customer segmentation, Customer loyalty, Communication tools, Direct Marketing, Customer loyalty programs, Channel conflict management. Zusammenfassung: In der vorliegenden Diplomarbeit wird die Gültigkeit von Customer Relationship Management für Luxusmarken der Selektiven Kosmetik untersucht. Bei der Umsetzung von CRM Strategien werden Luxuskosmetikmarken mit Grenzen konfrontiert, welche durch das selektive Vertriebssystem entstehen. Die Wertigkeit von CRM wird anhand der Kommunikationsmaßnahmen, Chancen und Grenzen analysiert. An dem Beispiel des Club Biotherm , einem Kundenbindungsinstrument einer selektiven Luxuskosmetikmarke, werden die Ergebnisse erläutert sowie Handlungsempfehlungen entwickelt, um eine CRM Strategie erfolgreich durchzuführen. Schlüsselbegriffe: Kundenwert, Kundensegmentation, Loyalität, Kommunikationsmaßnahmen, Direkt Marketing, Kundenbindungsprogramme, Vertriebsmanagement. Inhaltsverzeichnis:Table of Contents: ABSTRACTI LIST OF ABBREVIATIONSIII TABLE OF CONTENTSIV LIST OF FIGURES AND TABLESVI APPENDIXVII 1.INTRODUCTION1 1.1PROBLEM AND OBJECTIVE1 1.2STRUCTURE2 2.CORNERSTONES OF CUSTOMER RELATIONSHIP MANAGEMENT3 2.1IMPORTANT CUSTOMER RELATIONSHIP MANAGEMENT FACTORS4 2.1.1Customer Value4 2.1.2Customer Segmentation6 2.1.3Customer Loyalty9 2.2COMMUNICATION TOOLS WITHIN A CRM STRATEGY15 2.2.1Communication Channels15 2.2.2Customer Loyalty Programs18 3.CRM ANALYSIS IN THE LUXURY SKIN CARE MARKET21 3.1THE LUXURY SKIN CARE MARKET21 3.2RESEARCH QUESTION AND RESEARCH DESIGN23 3.3DATA COLLECTION AND INTERVIEW DESIGN25 3.4LIMITATIONS IN THE CHOSEN APPROACH27 3.5RESULTS OF THE CRM ANALYSIS27 4.INTERPRETATION OF THE CRM ANALYSIS IN THE LUXURY SKIN CARE MARKET31 4.1INTERPRETATION OF COMMUNICATION TOOLS31 4.1.1Case study Club Biotherm 31 4.1.2Direct Mail33 4.1.3Telemarketing34 4.1.4E-Mail Marketing35 4.1.5Online [...]
Author: Tanja Walker Publisher: diplom.de ISBN: 3832481281 Category : Business & Economics Languages : en Pages : 83
Book Description
Inhaltsangabe:Abstract: This thesis discusses the validity of Customer Relationship Management for luxury skin care brands in the selective cosmetics sector. Luxury skin care brands face limitations in applying CRM strategies due to their selective distribution strategy. The value of CRM is determined by analyzing communication tools, CRM opportunities and limitations. The example of Club Biotherm , a luxury skin care brand s customer loyalty program, illustrates the findings, and recommendations are made in order to successfully implement a CRM strategy. Key Words: Customer value, Customer segmentation, Customer loyalty, Communication tools, Direct Marketing, Customer loyalty programs, Channel conflict management. Zusammenfassung: In der vorliegenden Diplomarbeit wird die Gültigkeit von Customer Relationship Management für Luxusmarken der Selektiven Kosmetik untersucht. Bei der Umsetzung von CRM Strategien werden Luxuskosmetikmarken mit Grenzen konfrontiert, welche durch das selektive Vertriebssystem entstehen. Die Wertigkeit von CRM wird anhand der Kommunikationsmaßnahmen, Chancen und Grenzen analysiert. An dem Beispiel des Club Biotherm , einem Kundenbindungsinstrument einer selektiven Luxuskosmetikmarke, werden die Ergebnisse erläutert sowie Handlungsempfehlungen entwickelt, um eine CRM Strategie erfolgreich durchzuführen. Schlüsselbegriffe: Kundenwert, Kundensegmentation, Loyalität, Kommunikationsmaßnahmen, Direkt Marketing, Kundenbindungsprogramme, Vertriebsmanagement. Inhaltsverzeichnis:Table of Contents: ABSTRACTI LIST OF ABBREVIATIONSIII TABLE OF CONTENTSIV LIST OF FIGURES AND TABLESVI APPENDIXVII 1.INTRODUCTION1 1.1PROBLEM AND OBJECTIVE1 1.2STRUCTURE2 2.CORNERSTONES OF CUSTOMER RELATIONSHIP MANAGEMENT3 2.1IMPORTANT CUSTOMER RELATIONSHIP MANAGEMENT FACTORS4 2.1.1Customer Value4 2.1.2Customer Segmentation6 2.1.3Customer Loyalty9 2.2COMMUNICATION TOOLS WITHIN A CRM STRATEGY15 2.2.1Communication Channels15 2.2.2Customer Loyalty Programs18 3.CRM ANALYSIS IN THE LUXURY SKIN CARE MARKET21 3.1THE LUXURY SKIN CARE MARKET21 3.2RESEARCH QUESTION AND RESEARCH DESIGN23 3.3DATA COLLECTION AND INTERVIEW DESIGN25 3.4LIMITATIONS IN THE CHOSEN APPROACH27 3.5RESULTS OF THE CRM ANALYSIS27 4.INTERPRETATION OF THE CRM ANALYSIS IN THE LUXURY SKIN CARE MARKET31 4.1INTERPRETATION OF COMMUNICATION TOOLS31 4.1.1Case study Club Biotherm 31 4.1.2Direct Mail33 4.1.3Telemarketing34 4.1.4E-Mail Marketing35 4.1.5Online [...]
Author: Michel Chevalier Publisher: John Wiley & Sons ISBN: 1118171799 Category : Business & Economics Languages : en Pages : 249
Book Description
The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive—to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today. Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis's impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers. Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much more Addresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing Focuses on brand life-cycle, brand identity, and licensing issues A compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world.
Author: Rodrigues, Paula Publisher: IGI Global ISBN: 179984370X Category : Business & Economics Languages : en Pages : 318
Book Description
Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that embraces enrichment and experiences for the consumers. This evolution creates challenges for luxury brands and for the managers of luxury brands. Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.
Author: Mark Tungate Publisher: Kogan Page Publishers ISBN: 0749461829 Category : Business & Economics Languages : en Pages : 288
Book Description
Beauty is a multi-billion dollar global industry embracing make-up, skincare, hair care, fragrances, cosmetic surgery - even tattooing and piercing. Over the years it has used flattery, seduction, science and shame to persuade consumers to invest if they want to look their best. Branded Beauty delves into the history and evolution of the beauty business. From luxury boutiques in Paris to tattoo parlours in Brooklyn, it contains interviews with the people who've made skin their trade. Analyzing the marketing strategies used by those who create and sell beauty products, it visits the labs where researchers seek the key to eternal youth. It compares attitudes to beauty from around the world and examines the rise of organic beauty products. Full of fascinating detail from great names such as Rubinstein and Arden, Revlon, Estée Lauder, L'Oréal and Max Factor, Branded Beauty is the ultimate guide to the current state of the industry and what the future holds for the beauty business.
Author: Charlotte Brodtkorb Publisher: GRIN Verlag ISBN: 3346066177 Category : Business & Economics Languages : en Pages : 29
Book Description
Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, European Business School London / Regent's College, course: MGT6B2 - Luxury Brand Management and Interantional Events, language: English, abstract: This report analyses the skincare brand La Prairie based on theoretical concepts around luxury brand management. It also features a brief analysis of Sweden's potential as a market for luxury goods and proposes a launch strategy for the brand's skincare products in this market. As it is practically impossible to be the only supplier of certain product category in today’s globalised market place, this definition emphasises the importance of creating a unique position for the luxury brand that makes consumers perceive it as incomparable to potential competitors. With regards to portraying an image of superiority in terms of scarcity, sophistication and good taste, Kapferer and Bastien introduce the “Anti-Laws of Marketing” to be followed in luxury branding, which mainly aim at building and maintain the brand’s equity by evoking impressions of the brand’s offerings being highly exclusive and desirable. By following the majority of these anti-laws, superpremium beauty brand La Prairie has managed to establish itself in a position that implies superiority across many international markets. Taking into account the importance ascribed to a strong global presence by Chevalier and Mazzalovo in terms of the “radiance” aspect of brand equity, it seems curious that the brand has not yet launched in Sweden’s lifestyle and tourism hub Stockholm. The city boasts two high-end department stores (NK and Ahléns) which would be fitting locations for the brand’s store-in-store concept.
Author: Jennifer Sonntag Publisher: GRIN Verlag ISBN: 3668286728 Category : Business & Economics Languages : en Pages : 94
Book Description
Master's Thesis from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 67, South Bank University London (Business), course: International Business, language: English, abstract: Satisfying customers is no longer sufficient for being successful in today’s business environment. A number of studies suggest that more and more marketers aim to create emotional bonds between their brands and their consumers in order to enhance brand loyalty and the organisation’s profitability. Emotional brand attachment plays an important role in marketing, particularly, in the cosmetics industry. Thus, the overall aim of this research is to investigate how emotional brand attachment affects brand loyalty in the skin care market in the UK and in Germany with a special focus on Nivea and Dove. Furthermore, the study focuses on a number of other research objectives, such as to find out what communications and branding strategies Dove and Nivea use and compare them in order to find out which brand is more successful in establishing brand loyalty and why. Other objectives are to evaluate whether addressing the consumer’s actual or ideal self is more effective, to investigate what other factors impact brand loyalty and to what extent they moderate the effects of emotional brand attachment and to see if the impact of emotional brand attachment on brand loyalty differs in the German and the UK market. In order to examine these research questions a number of hypotheses have been stated. The study is based both on primary and secondary research using qualitative research methods. The secondary research involves the analysis of written documents, and other sources of secondary data with the purpose to get an overview on the research topic and to investigate those research objectives that cannot solely be covered by the primary research. For the primary research two focus groups were conducted, one in the UK and one in Germany. The results of the groups were used to test the hypotheses and to draw conclusions from these findings in order to answer the research questions and to give recommendations for further academic research in this area and to help marketing managers to develop communications and branding strategies that boost brand loyalty. The study has come to the result that both brands effectively use emotional branding strategies to create brand loyalty and that emotions such as happiness, security, safety, reassurance and trust are essential for creating brand loyalty in the skin care market. It was also found out that addressing the consumer’s actual self rather than the ideal self is more important for building emotional bonds and loyalty.
Author: M. Merk Publisher: Springer ISBN: 1137347449 Category : Business & Economics Languages : en Pages : 220
Book Description
The sales team can often make or break the success of new brands or products. This comprehensive guide provides strategies, models and checklists to help managers and directors strengthen the relationships of their firm's sales force with their own or other brands, maximizing turnover and profit in the long run.
Author: Kaled K. Hameide Publisher: Routledge ISBN: 1351106848 Category : Business & Economics Languages : en Pages : 260
Book Description
The fashion industry is a multibillion-dollar global industry with a variety of organizational structures and a multitude of challenges. Such scope triggered the recent rise in management programs in the U.S. and Europe aiming to produce and train young managers to meet such global and diverse challenges. Managing Fashion covers the fashion business with a twist – a management twist. Its goal is to tackle the topics from a fashion manager perspective referencing relevant management concepts and theories, thus offering a deeper and more practical dimension to the issues addressed. It offers a balanced mix of fashion and management, theory and application, as well as creating an opportunity for analysis and critical thinking. Discussions throughout the book are supported by specially developed case studies and relevant examples taken from the fashion industry. It is an opportunity to expose the fashion student or reader, as well as aspiring fashion managers, to a more practical approach to fashion theories and issues. Managing Fashion will serve as a core text for Fashion Studies, Fashion Entrepreneurship, and Fashion Merchandising majors as well as for special business degrees and management certificates targeting the fashion industry.
Author: Fevzi Okumus Publisher: Routledge ISBN: 1351188496 Category : Business & Economics Languages : en Pages : 375
Book Description
Strategic Management for Hospitality and Tourism is an essential text for both intermediate and advanced learners aspiring to build their knowledge related to the theories and perspectives on the topic. The book provides critical and analytical insights on contemporary theoretical models and management practices while enhancing the learning process through worked examples and cases applied to the hospitality and tourism setting. This new edition highlights the rapidly changing socio-economic and political global landscape and addresses the cultural and socio-economic complexities of hospitality and tourism organizations in the new era. It has been fully updated to include: A new chapter on finance, business ethics, corporate social responsibility, and leadership as well as new content on globalisation, experience economy, crisis management, consumer power, developing service quality, innovation and implementation of principles. New features to aid understanding of the application of theory, and spur critical thinking and decision making. New international case studies with reflective questions throughout the book from both SME’s and large-scale businesses. Updated online resources including PowerPoint presentations, additional case studies and exercises, and web links to aid both teaching and learning. Highly illustrated and in full colour design, this book is essential reading for all future hospitality and tourism managers.