Assignment 9 - Marketing Mix Group Task - Rev 2.pptx

New Idea

1. a marketing mix proposal GROUP 3

2. why Hermès become most luxurious brands? Product Exclusivity 👜 Craftsmanship Consistent Branding 🛠️ 🎨

3. exclusive products Both birkin and kelly are produced in very limited qtys long waiting list system enhances the desirability of products 👜 👜 💎

4. craftmanship each product is crafted by skilled artisans using the finest materials every item has a unique story, enhancing its emotional value for customers 🏰 📜

5. Shopping experience Hermès boutiques in prime locations around the world offer a unique shopping experience VIP events and private shopping experiences for valued customers. 🎟️ 🏬 📜

6. unique selling point Hermès products are often seen as investments with high resale value Product scarcity drives long-term demand in the luxury market 💰 📈

7. what can we improve in the Indonesian market ? local culture local designer selected region Campaign & event

8. batik nusantara collection batik solo item : Birkin bag design : parang kusumo motif exclusive : limited to 150 units location : jakarta only batik cirebon item : kelly bag design : mega mendung motif exclusive : limited to 150 units location : surabaya only

9. spirit of bali tenun bali item : Birkin bag design : tenun bali motif exclusive : limited to 100 units location : hermès bali rangda & barong item : kelly bag design : rangda & barong exclusive : limited to 200 units location : hermès jakarta

10. pricing & placement strategy High prices to reflect exclusivity and status Available only at select Hermès boutiques in the home country and a few chosen international locations 💰 🌍 Utilizing pop-up stores in strategic locations to introduce the collection to a broader audience 🏬

11. Sharing the stories behind the collections and the crafting process on social media Hosting high profile events for VIP customers and international collectors 📱 🎟️ Partnering with respected local influencers to enhance product awareness and appeal 📢 event strategy

12. implementation plan product launch promotion strategy limited distribution & exclusivity local cultural involvement evaluation 📅 🤝 🏬 🛠️ 📈

13. product launch batik nusantara collection launch a limited collection at hermès boutiques in jakarta and surabaya, accompanied by an exclusive launch event involving local media and influencers spirit of bali collection Introduce this collection at the Hermès boutique in Bali, showcasing Balinese art and culture as part of the campaign

14. Social Media Campaigns Utilize Instagram, tiktok and youtube to highlight the stories behind the collection and the product creation process Influencer Collaborations Partner with local influencers to promote the collection through engaging digital campaigns promotion strategy

15. Exclusive Boutiques & Pop-up Store Offer this collection exclusively at select boutiques in Indonesia and a few chosen international locations high profile Events & Private Shopping Provide exclusive shopping experiences for VIP customers to enhance the perception of scarcity and exclusivity limited distribution

16. Collaboration with Local Artisans Work with local batik and Balinese weaving artisans to create authentic, high-quality products Cultural Storytelling Incorporate local cultural stories and philosophies into marketing campaigns to enhance the value and appeal of the products local cultural involvement

17. Marketing KPIs Measure the success of the campaign through sales, social media engagement, and brand awareness Customer Surveys Collect feedback from customers about their perceptions and experiences with the collection evaluation plan

18. why hermès should integrate local culture Enhancing Local Relevance and Appeal Products featuring local cultural elements can strengthen emotional connections with consumers in specific markets Creating Coveted & Collectible Collection Exclusive regional collections can boost interest and demand among international collectors

19. references Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education. Veblen, T. (1899). The Theory of the Leisure Class. Penguin Classics Maslow, A. H. (1943). A Theory of Human Motivation. Psychological Review Keller, K. L. (2009). Building Strong Brands in a Modern Marketing Communications Environment. Journal of Marketing Communications Kirkpatrick, D. L., & Kirkpatrick, J. D. (2006). Evaluating Training Programs: The Four Levels (3rd ed.). Berrett-Koehler Publishers Danziger, P. N. (2005). Let Them Eat Cake: Marketing Luxury to the Masses – as well as the Classes. Dearborn Trade Publishing

20. Group 3 AKBAR SOETANTYO 0108012414133 ANGGI NUR MACHDI 0108012414127 DERWIN CHANDRA 0108012414106

21. Group 3 JEREMIA CHRISTIANTO WIBISONO 0108012414102 ERIC ANGGA BUDIYONO 010801214101 STEFANUS WIRATMO PARTOGI SITUNGKIR 0108012414132