Выступление Христо Кафтанджиева на Международной конференции практического маркетинга «Wine&Spirit Marketing Expert», 1 ноября 2012, Киев, МВЦ

1. Marketing
Communications of
Premium Alcohols

2. prof. Christo Kaftandjiev, Ph.D.

3. Structure of
Presentation

4.  Definitionsof Concepts
“Premium” and “Luxury”
 The System of Ad Appeals
 Ad Communicative Strategies
and Approaches
 Type of Ads
 Integrated Marketing
Communications

5. Definitions of Concepts
“Premium” and “Luxury”

6. Premium - meaning
 of exceptional quality or
greater value than others of
its kind; superior
 of higher price or cost
 at a premium - at an
unusually high price

7. Premium - ethimolgy
 1601,"reward given for a
specific act," from L. præmium
"reward, profit derived from
booty," from præ- "before" +
emere "to buy," originally "to
take". Adj. sense of "superior in
quality" is first attested 1928.

8. Definitions of Concepts
“Premium” and “Luxury”

9. Premium – Semantic
Field
 Semantic field is all things
by the help of which we
can express a given
concept.

10. Best
 ace, best kind, beyond compare, boss, capital,
champion, chief, choicest, cool, crowing,
culminating, finest, first, first-class, first-rate,
foremost, greatest, highest, incomparable,
inimitable, leading, matchless, nonpareil, number
one, optimum, outstanding, paramount, peerless,
perfect, pre-eminent, premium, prime, primo,
principal, sans pareil, super, superlative,
supreme, terrific, tops, tough, transcendent,
unequaled, unparalleled, unrivaled

11. Costly
 cher, costive, dear, excessive,
executive, exorbitant,
extortionate, extravagant, fancy,
high, high-priced, highly-priced,
inordinate, precious, premium,
pricey, top, valuable

12. Excellent
 accomplished, admirable, attractive, capital,
certified, champion, choice, choicest, desirable,
distinctive, distinguished, estimable, exceptional,
exemplary, exquisite, fine, finest, first, first-class,
first-rate, good, great, high, incomparable,
invaluable, magnificent, meritorious, notable,
noted, outstanding, peerless, piked, premium,
priceless, prime, select, skillful, skookum,
sterling, striking, superb, superlative, supreme,
tiptop, top-notch, transcendent, wonderful

13. Luxury - meaning
a material object, service,
etc., conducive to sumptuous
living, usually a delicacy,
elegance, or refinement of
living rather than a necessity

14.  free
or habitual indulgence in or
enjoyment of comforts and
pleasures in addition to those
necessary for a reasonable
standard of well-being
a means of ministering to such
indulgence or enjoyment

15. a pleasure out of the ordinary
allowed to oneself
 something inessential but
conducive to pleasure and
comfort
 something expensive or hard
to obtain

16. Luxury - ethimology
 1340, "lasciviousness, sinful self-
indulgence," from O.Fr. luxurie, from L.
luxuria "excess, luxury," from luxus
"excess, extravagance, magnificence,"
probably a fig. use of luxus (adj.). Meaning
"habit of indulgence in what is choice or
costly" is from 1633; that of "sumptuous
surroundings" is from 1704; that of
"something enjoyable or comfortable
beyond life's necessities" is from 1780.
First used as an adjective 1930.

17. Luxury – Semantic Field

18. Luxury – Semantic Field
 affluence, bliss, comfort, delight,
enjoyment, exorbitance, extra,
extravagance, frill, gratification, hedonism,
high-living, immoderation, intemperance,
leisure, luxuriousness, nonessential,
opulence, rarity, richness, satisfaction,
splendor, sumptuousness, treat, well-
being

19. Affluence
 abundance, fortune, luxury,
opulence, plenty, prosperity,
riches, wealthiness

20. Bed of roses
 clover,comfort, lap of
luxury, life of ease, luxury,
milk and honey, paradise,
the good life, velvet

21. Comfort
 abundance, alleviation, amenity,
assuagement, cheer, cheerfulness,
complacency, contentment, convenience,
cosiness, creature comforts, enjoyment,
exhilaration, gratification, happiness,
luxury, opulence, peacefulness, pleasure,
plenty, poise, quiet, relaxation, relief,
repose, rest, restfulness, satisfaction,
snugness, succor, sufficiency, warmth,
well-being

22. Delicacy
 ambrosia, banquet, bonne
bouche, boodle, dainty,
delight, dessert, feast, goody,
indulgence, luxury, morsel,
nectar, pleasure, rarity,
regale, relish, savory, special,
sweet, tidbit, treat

23. Elegance
 breeding, charm, class, courtliness,
cultivation, culture, delicacy, dignity,
discernment, distinction, exquisiteness,
felicity, gentility, good taste, grace,
gracefulness, grandeur, hauteur,
lushness, luxury, magnificence, nicety,
nobility, noblesse, ornateness, polish,
politeness, poshness, propriety, purity,
refinement, restraint, rhythm,
sophistication, splendor, style,
sumptuousness, symmetry, taste,
tastefulness

24. Enjoyment
 amusement, delectation, diversion,
enjoying, entertainment, fruition, fun,
gladness, gratification, gusto,
happiness, hedonism, indulgence,
joy, loving, luxury, pleasure,
recreation, rejoicing, relaxation,
relish, satisfaction, savor, self-
indulgence, sensuality, thrill,
triumph, zest

25. Extravagance
 absurdity, amenity, dissipation,
exaggeration, excess, exorbitance,
expenditures, folly, frill,
immoderation, improvidence,
lavishness, luxury, outrageousness,
over-indulgence, overdoing,
overspending, preposterousness,
prodigality, profligacy, profusion,
recklessness, squander,
squandering, superfluity,
unreasonableness, unrestraint,
unthrift, waste, wastefulness.

26. Joy
 alleviation, amusement, animation,
bliss, charm, cheer, comfort,
delectation, delight, diversion,
ecstasy, elation, exaltation,
exultation, exulting, felicity, festivity,
frolic, fruition, gaiety, gem, gladness,
glee, good humor, gratification,
hilarity, humor, indulgence, jewel,
jubilance, liveliness, luxury,
merriment, mirth, pleasure, pride,
prize, rapture, ravishment.

27. Semantic Field of Vodka
 One of the main
constituent here is the
notion of “ice”. This way
we can use actively the
idea of ice in the different
marketing
communications –
advertising, PR, etc.

28. Absolut Ice Bar
Finlandia Ice Bar Marketing
Communications

30. Luxury Brand Status Index
(LBSI) Surveys
 The Luxury Brand Status Index
(LBSI) is independent and impartial
measure available of the value and
equity of leading luxury brands to
wealthy Americans, based on
statistically meaningful data
collected from wealthy consumers
themselves.

31.  The LBSI incorporates four main
"pillars" of value:
 consistently superior quality,
 exclusivity and uniqueness,
 a measure of enhanced social
status,
 a measure of the ability of a
brand to make a customer "feel
special" across the customer
experience with the brand.

32.  Inaddition to individual and
composite metrics by age,
gender, income and net worth
segments among the wealthy,
the survey also measures a
brand's ability to merit a
significant premium price and
referral from wealthy consumers.
One advanced qualitative feature
is actual consumer comments as
to why they will, or will not,
recommend each brand.

33.  So what will the luxury consumer
want in 2012? Analysts and
experts may have a clear
definition of luxury as it pertains
to established markets like the
U.S., Europe and Japan, but for
many affluent consumers in
emerging markets like China,
India and Russia, the concept of
luxury is still new.
 TIME magazine Global Luxury
Survey

34. Ad Appeal
 Appeal – Basic
motivational drive that
attracts consumers to the
advertised good.

35. System of Ad Appeals in the
Marketing Communications
of Premium and Luxury F&D

36.  Might and Superiority Appeals
 Appeals of Wealth
 Ideological Appeals
 Intercultural Appeals
 Appeals of Art and Femininity
 Eco and Nature Appeals
 Appeals of Relationships
 Appeals of Humor
 Sex&Violence Appeals
 Appeals of Postmodernism, etc.

37. Might and Superiority
Appeals

45. Might – National Dimensions

47. Appeals of Wealth

49. Snob Appeals

55. Appeals of Freedom

57. Appeals of Universalness

61. Outdoor Advertising

62. Ideological Appeals

79. Art, Beauty and Femininity
Appeals