Identifier: TFG:778
Authors: Casanelles Riera, Marc; Massó Valverde, August
Abstract:
This paper analyses the uniqueness of marketing in the luxury sector and in the luxury cars industry. To do this job, we started from the main bibliographical sources on the subject and from these we address issues such as the definition of luxury, the importance of the brand in this world, the main features of these products, causes of development of this sector, the phenomenon of democratization, the main competitive strategies of these firms, the client profile and the marketing mix items. We also analyse the main segments of luxury cars and who makes up the competition in this market. In addition, this job also collects the opinions of two people closely linked to the world of luxury cars, thus showing the point of view of customer and seller. Therefore, we find such important elements in this sector as emotions, the exclusivity of the brand, the distinctive element of personalization, the importance of price, the limited distribution and non massive communication. Finally, the work also focuses on the topic of e-marketing studying the websites of two iconic brands in the industry: Ferrari and Porsche.
Repositori URV