8 P's of Luxury Brand Marketing: A Holistic Framework


Added on  2019-09-20

23 Pages5007 Words366 Views
Leadership ManagementFilm and TheatreDesign and Creativity
How does Alessi implement Integrated Marketing Communications (IMC) to helppromote the brand and attain market share?About the companyAlessi is an Italian company that manufactures the designer tableware and kitchenwareglobally. Giovanni Alessi started this company in 1921 as a workshop that made the handcrafted items only (Hill, 2012, pg.195). Then in 1950, the management of the company wastaken up by Carlo Alessi and he started doing this work with the help of freelancers whodesigned the work and the items for this company. The aspect of taking the services offreelancer designers to make the products of this company became one of the pivotal aspectsof the operations of this company and this thing also differentiated this company from theother companies in market (Pasca, 2014). Thus, the philosophy of Alessi’s organization isbased on the traditional craftsmanship and their designs. In the present world too, thecompany has collaboration with almost 200 external designers and architects whocontinuously supply their ideas and this is known as an “open innovation” strategy (Hill,2012, pg.195). The core business of the company lies on the manufacturing of stainless steel. Mission‘Alessi’s mission is now one of translating its quest for the most advanced cultural, aesthetic,design and functional quality into mass production. Designer products are the result of theconstant reconciliation of art and industry, of the “Immensity of Creative Potential” and theneeds of the market. The company is committed to a design approach in which the mostadvanced expression of international creativity is always balanced against the desires of thegeneral public. Alessi has been described as a “Dream Factory”, which uses its products tomake people’s dreams come true, providing them with the Art and Poetry that they seek(Source: http://www.alessi.com/en/company/about-us).
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Design at AlessiThe design of the products of the company is at the heart of its business. With the network oftalented designers and architects, the company develops sophisticated process for finding,commissioning and developing the new designs for manufacturing the designer kitchen andtableware. The business model of the company focuses on the innovation (Lees-Maffei &Fallan, 2013). The entire design mechanism and the production of the products of thiscompany is driven by innovation only. The designers of the company inspire it to innovateand thus it has pioneered the use of new materials in the kitchen and tableware. Particularly,the company makes extensive use of the plastics that are in high-quality contexts. Market of Alessi The market in which Alessi operates requires novelty for selling its products. This is because,the market of consumers for this company is very demanding. The volumes of production islow but the demand is more in terms of manufacturing of the good quality products(Colombi, 2015). Thus, the company has the pressure of find the suppliers who can make thegoods and the components of the products as per the specifications and needs of theconsumers in the market. Currently, there are almost 2000 items in the catalogue of thecompany that it sells and many of them are manufactures ate the Italian factory of thecompany (Colombi, 2015). There are different ranges for the product of this company:One is the Officina Alessi collection that comprises of the products that aresophisticated, experimental and innovative. Also, these products are small-scale andtheir production is also limited. The second is the ALESSI collection in which the mass produced goods are includedand the premium materials are used with high quality manufacturing and the use ofsophisticated design.
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The third is the A di Alessi collection in which the products are manufactured in hugevolume and the prices for them are comparatively less. Integrated Marketing CommunicationsThe organizations have to promote the brands and the products so that the end-users buy theproducts and they also outshine the competitors in the market. This helps the company insurviving in the long run. With the promotion of products and brands, the awareness amongthe people regarding the products increases ad thus, eventually the sales of the products getsincreased too. This makes the company earn higher revenue for itself (Morrison, 2016).Brand communication is the first and foremost thing for the integrated marketingcommunications, hence it is important to understand it. The process of brand communicationinvolves all the initiatives that the companies take for making their products and servicespopular among the end-users. In this, the companies identify that who are the people towhom the product suits the best and who can purchase it. Thus, these people are targeted bythe company by means of advertising, public relation, sales promotion, personal selling,direct marketing, social media etc. (Belch, 2016). Now, integrated marketing communication refers to integration of all the methods of brandpromotion that helps in promoting a particular product or service among the target customers(Percy, 2014). There are many aspects of the marketing communication which together workto increase the sales of the company and to maximize its cost effectiveness. The components of the integrated marketing communication are as follows (Shimp &Andrews, 2012):
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1.Foundation: In this the companies analyze the products that it intends to sell and theyalso analyze the target market for its products. The needs, expectations and theattitudes of the people in the market are known by the marketers in IMC so that theycan sell the products accordingly. 2.The corporate culture: While designing the products and selling them, the marketersneed to keep in mind the vision of the company. The method of promotion must takecare of that vision. For example, of the vision of the company is to promote a worldwhich is clean and green, then they need to promote those products that are eco-friendly and biodegradable. 3.Brand focus: The corporate identity of the brand is represented in brand focus.4.Consumer Experience: It is important to know for the marketers that what theconsumers feel about the product. Mostly, the product which has a good packagingand is attractive is picked more frequently than the others. Also, the product mustexceed the expectations of the consumers and they should meet their needs.5.Communication tools: This is a main part of the IMC. Here the brand is promotedwith the help of various tools like the personal relations, advertising etc. But,marketers need to choose that which tool is able to communicate the most part of theproducts and which tool will deliver the maximum content about the product.6.Promotional tools: Whichever way of promotion is used by the marketers, they justhave to take care of the fact that companies must strengthen their relation with thecustomers and the external clients. 7.Integration tools: The track of the feedbacks of customers is kept by the organizations.The companies use special software that helps in measuring the effectiveness of thevarious integrated marketing communications.
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PR in AlessiTheories of PRThe four models in Grunig’s and Hunt’s theories have developed into models by which thepractices of today are analyzed and judged by. Here is a review of the four models.Public Relations Theories / Press Agentry Model. During the 19th century press agents labored to create news to influence public opinion. Apress agent does not conduct surveys or research they just want to manipulate behavior.Accuracy and credibility are not priorities with this kind of model. This is a one way communication from the press agents to their publics that uses persuasionand manipulation to influence behavior of an audience. This method is usually employed bypractitioners for one way communications to sell products or services without anyquantitative analysis of the results.Public Relations Theories / Public Information Model. This model is still a one way communications method but accuracy of the message becomemore vital. This model does not consider information about the audience to be essential inconstructing messages and releases. In the early 20th century there was move among someenlightened public relations practitioners towards more truthful and accurate messages.
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The move away from half truths and outright falsehoods was the precursor to increasingethical practices. Although this model still does not have any methods for quantitativeanalysis of the results practitioners are slightly more inclined to gather feedback from theiraudiences. This model is used mostly by government agencies, military units, and lawenforcement agencies.Public Relations Theories / Two Way Asymmetric Model. Feedback is more important to practitioner but the aim is not to improve organizationalpractices but rather to influence attitudes of their audiences. After World War I there was anincrease in consumer products which also dictated the need for marketing that was targetedspecifically for a definite demographic or audience. Although this models advocates two way communication practitioners are hardly thinkingabout balanced communication. The goal of this model is to get into the psychology of theiraudience so that messages can be tailored to get the most effective reaction. This is themethod most used by advertisers all round the world.Two Way Symmetric Model. This is probably the most ethical method of all the models. Theaim of this model is dialogue not monologue. The feedback that the organization gathers isused to change organizational practices.Benefits of PR to the company
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