Client/employer Objectives of Japan
Japanese communication system is based on “high tech context” which means that information sharing based on “implicitly, indirectly”, on the otherhand in United States information sharing based on “explicit values” (Cooper-Chen and Tanaka 2007:103).The understanding of Public relations in Japanese society evolved over time. First, public relations understood as the “government publicity campaign” and afterwards it changed to “marketing communication” (William, Tomoko and Dirk, 2002:270). In order to effectively implement their public relations strategies on their target market, luxury brands have to understand them and finally form a communication between each other. In this regard, according to (Gupta 2008) ”there must be a two way interchange of feelings, expressions and motives to build a communication” (Gupta 2008:4). LV ‘s main communication purpose according to the advertisements (see page 84) is to increase brand equity, brand loyalty, value of it’s brand and brand awareness . Because LV is the strongest brand in the luxury market industry and it plays a crucial role to strenghten its core focuses to continue its position in its market. Moreover, according to (Euromonitor International 2013 f), Louis Vuitton, Gucci and Tiffany are the leading brands interms of sale in Japan and China’s markets (Euromonitor International 2013 f).The figure below shows the Louis Vuiton’s brand real success is in accessories part for Japan’s market (Euromonitor International 2013 h). On the otherhand, “Louis Vuitton opened its first store in Japan in 1978” (Chadha and Husband 2006:16). LV is an old player in the Japanese market according to the information. Furthermore, Louis Vuitton Japan’s main clien...
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... from Japan and %50 from Japanese tourists and totally %88 of the revenue is provided from Japan”(Chadha and Husband 2006:2). These percentages are the real evidences that the Louis Vuitton Japan is managing it’s public relations and also other management functions effectively.Moreover, eventhough the prices of the LV products are high but Japan LV serving their consumers where they can reach the LV in a specific location for example “Ginza shopping district”. Moreover, their product quality satisfy the consumers and also there are promotions with the collaboration of either celebrities, Japanese artists in Japan. To sum up, Japan LV is managing not only it’s public relation activities to collect goodwill from their consumers but also its sales with the advertisements either on social media or in popular magazines and also with special marketing strategies.
Harvey Nichols should adopt and implement an effective and efficient marketing communications plan inclusive of press releases, websites, brochures, and trade show presentations. Marketing communications plan is the most important activity that the company needs to undertake because of its proximity of planning to the needs and preferences of the consumers. This marketing plan will assist the organization to achieve four critical objectives with reference to maximization of the revenues and profit levels at the end of each financial year. The first objective of the marketing communications plan is to facilitate the ability of the organization to speak or interact with shareholders and stakeholders with one voice across numerous numbers of products, consumers, and regions. In addition, the marketing communication plan will enable the company to generate and maintain integrated communications vehicles and mechanisms. Marketing communications plan will also enable the organization to obtain b...
In an audit conducted with the global athletic apparel brand, Lululemon, it was found that multiple public relations theories could be applied to its communications with both internal and external publics. Two prominent theories found through analysis of the crises dealt with by the company were the agenda setting theory and the semiotics theory. As Lululemon has faced crisis in the media on multiple occasions, these theories suggest which public relations techniques worked, and alternatively which didn’t.
Public relations is a tactical way businesses and their customers’ communication constructs conjointly and affiliate cooperatively. As an account executive, it is very important to discover all that is possible about a new client. Research of a new organization helps to recognize the strengths and weaknesses of that company as well how to improve, and to create new opportunities regarding of its decision policy and communication. The Airline Business has continuously remained a foremost modernization in marketing strategies however Airlines segment their customers by seating class such as first, economy, business class; it does not give the insight for the customers need and motivation in terms of airline travels. As we can see by travel with this company, theirs is room for improvement in the
However, entering into a market as different as Japan is not without its risks, and must be ensured to be successful, with the help of market research, marketing, and operational theories, lest the new venture become a very costly mistake. Target Consumer Market When moving to a market with a consumer culture so different from the home market, a company must be careful to analyse its target audience in detail, to avoid costly cultural faux pas. To get a good feel for the Japanese culture, a good place to start would be the experts in the cultural studies field. Hofstede’s cultural dimensions, created during his in-depth GLOBE study of the cultures of the world, gives a good comparison between the priority differences between Japanese and English culture. A detailed analysis of the cultural differences will be given in the ‘Marketing Issues’ section of the report.
A key concept in liberal democracy is based on a consensus (shared thoughts and judgements from the public). This can be supported by a quote from Price who says a key concept of liberal democracy at a starting point refers to “collective judgements outside the sphere of government that affect political decision making” (Price, 1992 8). Price’s quote elaborates the importance of public opinion within politics especially within a liberal democracy. The concept of public opinion developed around the time of the emergence of the enlightenment theory. A key theorist in the enlightenment theory was Rousseau. Rousseau developed the ‘general will’ of the people. The ‘general will’ consisted of the desires and interests of the public as a whole rather than as individuals. Rousseau’s ‘general will’ exhibits the development of public opinion as people in society shifted from individualistic views and desires to shared judgements and desires which helped to form public opinion and the public sphere.
...specific, the prices of leather goods, accessories, watches, jewelry, shoes and ready-to-wear of Louis Vuitton dropped by seven percent in 2008. Besides, Fujii takes some actions to face the challenges. For example, he sets an Internet business to follow the world trend and to enlarge the distribution channel. Also, he increases the product line to cover the children clothes and enlarges the market by opening stores in mid-size and small cities. Since Japan is still a developed country with wealthy families, the Japanese luxury market would still be a healthy and attractive market for Louis Vuitton and these challenges could be overcome in large extent.
With social media’s rise in popularity, consumers were given another platform, a viral one, to discuss companies and their products/services. While the main focus of public relations has always been to promote communication and goodwill, the practice also promotes publicity for their clients. With the growth from traditional tools to more sophisticated tactics like video news releases, webcasts, blogs, and social networking, public relations has been able to transform its effectiveness in just a few short years. Any company that does not include the use of social media, is missing the opportunity to obtain valuable information about their brand while also losing a chance to spread its message on a platform that reaches
Chang’s discussion focused on the effect of ‘superlogos’, or high-fashion brands such as Chanel and Louis Vuitton, tracing the growth in fake products to the Japanese period of ‘logomania’ in the 1980s. During this period, explosive growth of the Japanese economy led to one of the highest per-capita incomes in the world (Chang, 2004). It also led to a shift in consumption patterns, with the previous consumption patterns set by American occupiers (an ‘American’ mode of consumption, focused on quantity of goods) shifting to a ‘European’, quality-based consumption model (Chang, 2004). During this period the brand logos integrated into clothing and other items became increasingly important, as they were indicative of consumption power (Chang,
By 2002, Moet Hennessy Louis Vuitton was the world’s largest luxury products company, enjoying annual sales of 12.2 billion euros. LVMH carries the most prestigious brand names in wine, champagne, fashion, jewelry, and perfume. Upon entrance of this luxury product industry, LVMH was aware that they produced products that nobody needed, but that were desired by millions across the world. This desire in some way fulfills a fantasy, making consumers feel as though they must buy it, or else they will not be in the moment, and thus will be left behind.
“Despite worldwide softness in the sale of luxury goods, LVMH has cemented its position as the world’s largest and most profitable player in the category. To stay there it must keep its customers loyal and its brand strong and find new markets worldwide” (Hazlett C. 2004). That is why in its mission they state to represent the most refined qualities of Western “ art de vivre” all around the world. Their objective is to be the leader in the luxury market, continuing to transmit elegance and creativity. This poses some major challenges, the main one is to keep being the leader in the luxury market through a sustainable growth. The main problem to achieve it is the high dependency on three main countries, France, Japan and USA. This becomes a threat because if there is an economic downturn in one country it affects LVMH directly that is why.
a company can familiarize itself with cultural nuances which may impact the design, packaging or advertising of the product. Moreover, traveling abroad allows one to locate and cultivate new customers, as well as improve relationships and communication with current foreign representatives and associates
The fast food industry’s giant- McDonald’s has become the best-know fast food brand in the world. It employs advertising, sale promotion, public relations and sport sponsorship to promote McDonald’s as a global image (Vignali, 2001). In communication context, the maxim “brand globally, advertise locally” (Sandler & Shani, 1993) is McDonald’s promotio...
Public relations is everywhere today. It is a practice that has become an important aspect of any business venture. Whether an organization is not for profit, for profit, or governmental, they still need and desire to communicate their purpose within the community and public relations allows this to happen. There are several publics in which the PR practitioner must correspond with and each requires a different means of communication. Internal publics are inside the organizations such as clerks, managers, and stockholders. "External publics are those not directly connected to the organization: the press, government, educators, customers, suppliers, and the community" (Seitel, 2004). Each public plays a key role in the PR of the organization. The many functions of PR can also be categorized based on what purpose they serve the organization.
Here, visual merchandising will be a beneficial tool in defining the exclusive identity of the brand and thereby increasing the sales and their market value. It is the appropriate time that the Indian retail industry understands and adopts the beneficial traits visual merchandising rather than the traditional practices of display of products and communication via sales personnel. The customers are trends aware and the stores on the other hand have managed to up the glamour quotient. Only a link of brand communication between the brand products and shoppers remains missing. (Pundir, 2007)
...enture into overseas market comes with expectations as well as uncertainties due to unfamiliarity. Charles and Keith, the fashion retailer, has to understand clearly that what appeals in one market might not be accepted in the others and this is almost the same for all industries. Thus, a thorough research on cultural background has to be done before entering an unfamiliar ground.