Introduction:
A luxury brand or prestige brand is a brand for which a majority
of its products are luxury goods. It may also include certain brands whose names
are associated with luxury, high price, or high quality, though few, if any,
of their goods are currently considered luxury goods.
LVMH Louis Vuitton Moet Hennessy is the largest luxury good producer in the
world with over fifty brands, including Louis Vuitton, the brand with the worlds
first fashion designer label. The LVMH group made a profit of 2 billion Euro
on sales of 12 billion Euro in 2013. Other market leaders include Richemont
and Kering.
A rather small group in comparison, the wealthy tend to be extremely influential.
Once a brand gets an endorsement from members of this group, then the brand
can be defined as a true luxury brand. An example of different product lines
in the same brand is found in the automotive industry, with entry-level cars
marketed to younger, less wealthy consumers, and higher cost models for older
and more wealthy consumers.
The advertising expenditure for the average luxury brand is 5 to 15 percent
of sales revenue, or about 25 percent with the inclusion of other communications
such as public relations, events and sponsorships.
Objectives of the study
1. To understand the concept of Social Media Marketing
2. To review different methods of social media marketing in luxury brand
3. To review the related literature review
4. To provide with recommendations
Number of Pages of Project Report: 68
Package Includes: Project Report
Project Format: Document (.doc)
Table of Contents of Project Report:
CHAPTER 1 Introduction
Types of Luxury Brands
Consider Creating a Social Media Marketing Position
CHAPTER 2 Background of the study
CHAPTER 3 Literature Review
CHAPTER 4 Research Methodology
Objectives of the study
Type of Research Method
The Sample
Data collection
Data Analysis method
CHAPTER 5 Data Analysis
Graphical Presentation of customer responses
ONE WAY ANALYSIS OF VARIANCE(ANOVA)
Findings
Conclusions
References
