Question

Topic: Student Questions

Online Marketing Recommendations For Luxury Fans

Posted by Anonymous on 7/15/2010 at 3:06 PM ET 250 Points
I need some recommendations as to how to go about online marketing of luxury fans. I am working with a leading consumer durables organisation, and require these recommendations for a project I am currently pursuing.

Online Marketing, per se, is not a daunting task. However, the fans belong to the luxury segment which makes it really difficult to sell in a market like India (target market, in this case).

Some Basic Information: This company had launched the luxury fans over a decade ago, but hasn't reaped in the anticipated profits. And now really wants to accelerate its online marketing efforts.

Some crisp recommendations especially in the area of affiliate marketing and online experience zones would be really helpful.

Also, kindly suggest, any specific credible sources of quantitative trends in online marketing in India. I am also studying about related various aspects, like internet penetration, scope, legal framework. Let me know if I should focus my study on any other important area.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/16/2010 at 3:01 PM Accepted
    First, focus on why people aren't buying the fans, since you have 10 years of information. Are people buying the competition's fans? Is there a perceived quality problem? Pricing issue? If you don't solve the problem you've had previously, then moving the marketing online isn't likely to change the acceptance rate of the product.
  • Posted on 7/16/2010 at 6:37 PM Author
    Thanks a lot Jay for the response.

    A study on the competitors; their products, marketing strategy, pricing etc has already been done. Also, there hasn't been any perceived problem with our product offer or the pricing. However, our marketing strategy has not been as aggressive as our competitors'.

    Also, offline efforts have been taken up by us with much zeal and planning. Online Marketing however, is a new domain for us. That is precisely the reason I had specifically asked suggestions in context of Online Marketing. Kindly see if some important recommendations could be elicited.
  • Posted by Peter (henna gaijin) on 7/22/2010 at 6:25 PM Accepted
    Luxury fans? Interesting concept. What makes a fan a luxury product? Moves more air? Is quieter?

    The closest thing I can think of for luxury fans in the US would be the new Dyson bladeless fan:
    https://www.dyson.com/fans/

    Beyond that, I think a fan is a fan. Maybe you pay a little more for a quieter one or one that provides a few more options, but nothing I would consider luxury.
  • Posted on 7/23/2010 at 10:56 AM Accepted
    This is a much complicated issue.....because your company have in business - luxury fans for long so there must be need to know the drawbacks.
    Whether the fault in branding strategies or poor market segmentation or have not an eye on competition.
    Online marketing requires persistent efforts, so there is a need to carefull designed online marketing strategies through social media, email marketing, articles, blogging, and online advertising too.
    But you need to tell more in detail...so contact me personally on
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