Rooms start at $2,398 - $15,000 (this room includes VIP perks and seating)
А КОМУ ИНТЕРЕСНО ПРЕМИУМ-ИЗДАНИЕ КНИГИ ЗА $6,000,000?
"Российские магнаты избраны в качестве "целевой аудитории" автором книги, каждый экземпляр которой оценивается в 3 млн. фунтов стерлингов (около 6 млн. долларов).
"Танцы с медведем" - так называется работа британского бизнесмена Роджера Шашоуа. Подзаголовок: "Серийный предприниматель идет на Восток". И дальше: "Взгляд изнутри на то, как сделать мегамиллионы в России". В этой книжке автор рассказывает о том, как сумел заработать 100 миллионов фунтов (200 миллион долларов) в постсоветской России. Он тогда был соучредителем выставочной компании ITE, акции которой сейчас можно купить или продать на Лондонской фондовой бирже, и рыночная стоимость которой оценивается более, чем в полмиллиарда фунтов стерлингов (1 миллиард долларов). Книга выходит в двух вариантах - обычном и "олигархическом", который называют самым дорогим изданием в мире. Цвет "олигархической" обложки изменен с белого на черный - чтобы оттенить более 600 бриллиантов чистой воды, украшающих каждый такой экземпляр. Шашоуа рассчитывает, что интерес к его творению проявят живущие в Соединенном Королевстве российские миллиардеры. "В России сейчас крутятся такие громадные деньги, что представляется совершенно логичным выпуск книги, спроектированной специально для российского рынка, - говорит он. - И я очень рад тому, что столь ярко демонстрируемое потребление теперь может ассоциироваться и с писательством, а не только с модными аксессуарами". "Надеюсь только, что олигархи прочтут мою книгу, а не просто положат ее на хранение в сейф", - добавляет автор. По данным влиятельного американского журнала Forbes, в сегодняшней России сегодня насчитывается 53 долларовых миллиардера, в основном занимающихся нефтью, сталью, горнодобывающей промышленностью и металлами. В их числе - губернатор Чукотки и владелец лондонского футбольного клуба "Челси" Роман Абрамович. Источник: BBC
ПРЕМИУМ И МИНИ-ПРЕМИУМ…
Мне тут задали интересный вопрос:
"Как из обычных продуктов и сервисов сделать премиум?"
Мой ответ:
А никак. В том то и дело, что нельзя из обычного г. ничего слепить в классе Премиум. У АвтоВАЗа в премиум рынке ничего не получится, как они не старайся. Так же у Kia. Или у Хьюндай (хотя они оооооооочень пытаются)…
У Премиум продуктов и услуг обязан быть ВАУ фактор.
Чтобы клиент читал описание и приплясывал от нетерпения. Чтобы народ записывался в очередь за несколько недель. Чтобы рассказывали и хвастались всем друзьям и подругам.
Бентли, Ламборгини, Тиффани, Гуччи, и прочие и прочие и прочие…
В мини-Премиум (класс "affordable luxury") - Apple, iPhone и iPod. Mini Cooper. Старбакс. Ferrero Rocher, наконец…
Но это - уже другая тема для обсуждения:)
P.S. Кстати, именно в категории мини-Премиум лучше всего и работает вирусный маркетинг.
МИНИ-ПРЕМИУМ…
По вопросам в чате вижу, что тема о категории мини-Премиум очень всех заинтересовала.
Очень хороший обзор этого рынка (на англ.) можно прочитать в следующей статье. Включая статистику, примеры и тренды.
"Luxury is not what is used to be. How can anything be aspirational if everyone has it? This new feature looks at how luxury has become almost commonplace and has lessons for not just luxury goods marketers but anyone looking to build aspirational qualities into their product or service." The Global Trend towards the Democratization of Luxury A compilation of trends, issues and thoughts concerning this new market By Budd Margolis Imagine the contradiction of the term affordable luxury. There is a new egalitarianism or democratization of luxury developing over the past decade which is pressuring the top-tier marketers to innovate faster and think quicker in order to stay ahead of the crowd. The growing wealth of the world’s consumers and the communication of vast amounts of information are creating a new and very considerable trend towards mass consumable luxury goods. The question then for the leading brands is, if everyone can afford what was once rare and special how can it remain a luxury? How does one defend against brand erosion when trying to grow revenues by appealing to the mass market? Is the trend towards the democratization of luxury something that will destroy a brands integrity? Is easily accessible luxury good for the luxury companies, for the aspirational consumers or for society in general? The luxury market has experienced tremendous growth over just the past decade and is growing by 10 to 20 percent annually. Last year, luxury purchases accounted for about 20 percent of the $2.35 trillion American retail sales market. The trends for the world mimic what is expected from America where 47 million households desire luxury, projections for the market are expected to expand from $400 billion to $1 trillion by 2010. Globally the trend is also on the steep incline with continued support from Japan and Korean and the emerging and considerable markets of Indian and China. The world’s population continues to grow and so does the amount of wealth now available to the world's consumers. Scores of millionaires are flourishing in emerging, often once former communist countries and there is no end in sight. Their need to distinguish themselves and define their class is a deep seated, even genetic, human trait common to all people everywhere. Since ancient times the human race has sought luxury, no matter what the financial or human cost. It is one constant of human behaviour that is always present. It is also a good concept for people to think of waiting longer in order to save up and afford better although more expensive goods. This thinking leads to greater satisfaction with luxury purchases over a longer period. Better goods are also treated better and quality also lasts longer either from wear or respect unless one is a very serious fashion victim who changes with the winds of trends and taste. Wal-Mart is hard at work convincing us that everything we desire is easily affordable and available at their stores. Many of us are susceptible to the overwhelming amount of marketing that continuously encourages us to obtain more things when in fact we already have too many products that we are hardly use and rarely enjoy. Is it really worthwhile having an ice cream machine if it is used just three times a year? It may take up valuable shelf or counter space and the cost could have been used to purchase luxury brands instead and saved time and effort? Once our closets, garages, lofts and basements fill up with stuff, what then? There are, of course, serious economic, environmental, political or ethical considerations to any purchase choice we make and these considerations will have greater impact in the near future as consumers become more powerful and aware. It has been a rough economic period not just for the luxury goods industry with new fears such as global terrorism and SARS to contend with. However, there may be some light at the end of the tunnel although many still remain sceptical. For luxury goods there can be good periods in the midst of uncertain times as people seek to hold liquid assets whether for real or imagined situations. People tend to buy expensive objects to feel better, reward themselves, display status or to provide a sense of security. Negative pressures often drive consumers towards new purchase patterns or to strengthen those patterns which promote a sense of relief or purpose in their lives. They may also drive the desire to enjoy a moment as with consumed goods or the sense of touch or possession of a certain object. Many people buy objects they do not really need as a way to seek fulfilment, reward, status or provide a deep emotional satisfaction and often their choices provide temporary distraction. Luxury goods provide a new and aspirational reward which covers status and delivers a deep seated need to feel valuable and worthy in a world depicted by the media as perfect and orderly. Just about everyone in the magazines, billboards or on the telly are good looking, healthy and successful. One is included in the club by the simple act of acquiring the particular object of desire. The very concept of luxury has been democratized and its meaning has transformed into a new and less powerful word. It is overused and has decreased in value yet it still remains connected to all that is fine, rare and special. A luxury good must bring the owner pleasure and the longer one owns, it the more one's appreciation grows for it. How then can a hamburger or toilet paper be described as a luxury or luxurious item? Such products either retain their value or increase in value or one's appreciation for it. The only solution would be to establish a language police to clean up this mess and that seems about as reasonable as eliminating crime. "Old luxury" was what was rare and hard to acquire because of its refined qualities. The good required the highest standards and talent to manufacture and included the best and often most expensive of materials and therefore the object was only available to the very rich. Today’s "new luxury" is readily available to the middle classes who have increasingly greater amounts of disposable income, time and desire. Expensive brands such as Mercedes offer affordable versions of their brand while it is still true that a majority of Gucci handbags will be purchased by women who make less than?18K annual income. Luxury brands are capable of 20 percent to 200 percent margins because of the high perception of value that is attributed to them. Reputation and brand integrity are as much of the products make-up as the leather or history associated with the product. You may think it’s just a handbag but you have also acquired the marketing spiel that says this is your entree ticket to a tradition of several hundred years of craftsmanship and the relentless pursuit of perfection. You have joined the club! But if everyone has access to this new world where is the differentiation? How is it that the brand survives when it becomes a mass luxury? Is there really that much to distinguish a C class from an E class Mercedes or is this the start of an evolution towards the democratization of luxury where the "Old luxury" terminology no longer counts? It is far too early in the process to know what the effects actually are but initial success does not indicate the impact such actions may have and sometime soon such companies may decide to retract from the mass luxury strategy and downs