2.       What are the market shares of the brand leaders?

3.       What are the marketing channels used by these brands?

2. Hilton
Hilton has the highest global market share of 10% at 2022

3. Website ( E-commerce)
digital platform ( Tripadvisor, Trivago, Booking.com)
Newspaper
Magazines
TV
Hilton Honours: Hilton Honours are one of the industry’s leading guest loyalty programs, which allows loyal customers to get bonus points by staying in Hilton hotels, flying with certain airlines, paying by certain credit cards and etc. 

 

Luxury Brand of Car, this is the top 10 brands leader in this category:

 

-        Rolls-Royce Motors Cars

-        Lamborghini

-        Ferrari 

-        Bugatti

-        Bentley 

-        Aston Martin 

-        Maserati

-        Porsche

-        Mercedes Benz

-        Lotus Cars

 

 

2.    What are the market shares of the brand leaders?

 

Market share represents the percentage of an industry, or a market's total sales, that is earned by a particular company over a specified time period. Market share is calculated by taking the company's sales over the period and dividing it by the total sales of the industry over the same period.

 

In 2021, the Stellantis Group's only luxury brand reported an increase in its global market share to 2.4%, specifically at 2.9% and 2.7% in North America and China, respectively.

 

 

3.    What are the marketing channels used by these brands?

 

The top traffic source to Maserati is Organic Search traffic, driving 57.15% of desktop visits last month, and Direct is the 2nd with 18.22% of traffic. The most underutilized channel is Mail. 

REFERENCES 

 

Luxury brands will adopt a variety of strategies to control their products and lifecycles. First, they create exclusivity and rarity by limiting the production of a product and adjusting its price. Limiting production will create a sense of urgency among consumers, stimulating demand. In addition, it will prevent resale through price increase and have the unique value of the brand. In fact, the price of Chanel handbags has risen 70% from five years ago, and Dolce & Gabbana has discontinued the cheaper D&G brand.

Second, to maintain strict quality control measures. Brands can maintain the quality of their products by using the best materials and employing skilled artisans. By maintaining strict quality control measures, they can make a great contribution to maintaining your brand's reputation and value. A prime example is Chanel, which is known for maintaining stringent quality control measures to ensure that it meets the high expectations of its customers. 

Thirdly, carefully manage distribution channels. Brands should carefully select distribution partners and limit the number of stores that reconsider their products. In this way, control over distribution can be maintained, and exclusive stores can increase the exclusivity and reputation of products. Chanel opens stores in iconic and prestigious locations to further enhance its exclusivity and coveted values.

Finally, it is about engaging in brand collaborations and partnerships. Collaborate with other brands or designers to create unique and exclusive products to strengthen your competitive edge. In fact, Chanel collaborated with Pharrell Williams to create a limited-edition sneaker that garnered a lot of attention and boosted sales.

Furthermore, the article also highlights the importance of the design and history of a luxury brand's product in controlling its lifecycle in the market. In today's fast-paced world, fashion trends come and go quickly, leaving many consumers feeling pressured to constantly update their wardrobes to keep up with the latest styles. However, there is a growing movement towards more sustainable and ethical fashion, which emphasizes the importance of investing in high-quality, timeless pieces that can be worn for years to come. This shift in consumer values means that brands must adapt their strategies to meet the demands of their customers. For example, the design of the 255 Reissue or Classic Flap is timeless, and its history is steeped in the legacy of the brand, which adds to its prestige and value. By creating iconic designs and promoting their history, luxury brands can ensure that their products remain desirable and valuable over time.

 

A luxury brand's ability to control its product and lifecycle is critical. By adjusting prices, limiting production, maintaining strict quality control measures, managing distribution channels, and engaging in brand collaborations and partnerships, brands can create exclusivity and scarcity and preserve their reputation and value. Finally, the Chanel 255 Reissue or Classic Flap is a classic example of how luxury brands can control their products and lifecycles in the market. The brand's approach has allowed it to maintain high prices, avoid overexposure in the market, and preserve its reputation and value, which are all critical factors for success in the luxury goods industry.

 

In conclusion, luxury brands can control their products and lifecycles in the market through various strategies such as limiting the production and distribution of their products. Overall, by carefully managing their brand image, production, distribution, and customer experience, luxury brands can maintain their exclusivity and desirability, and control their products and lifecycles in the market.

 

Customer demands and needs are changing and innovating helps luxury brands to catch up the customers' today's demand and respond to it. For example, recent trends are sustainability and experience. To fulfill this demand, luxury brands should innovate new items using renewable raw materials like GUCCI or promote recycling their products like UNIQLO does. 

Differentiating makes brands’ uniqueness and it could be the reason why people choose to buy products or services from them. Luxury brands need to think about what their brand stands for and brand culture to differentiate brand from competitors and counterfeits. If they don’t know their selling point and just rely on the logo, it would cause people to feel “emptiness” of the brand. In other words, other than the brand name, they have nothing special to show to the customers. As a result, it is easy to copy the products and sell them at the market as a real one, and the customer would be persuaded easily to buy fake ones because they will think it’s not really much different between original and fake products, in the customer's point of view, what’s the point they pay more money and choose to buy original one and use their money in other areas. To prevent this kind of activity from happening and becoming widespread, they really need to show their privilege and emphasize it to the customer. It would be materials, skills, technology they invented, and the way of service or marketing. Take Creed for example, they are not producing a very new scent or product however instead they are  ‘recreating’ the perfect and signature perfume of popular brands for a broader demographic. Their chemists can extract essence from finest ingredients and recreate perfume with their traditional technique. 

Asking help to the government and the e-commerce organizers to detect and remove the fake products is one of the way, however, it may not be the smartest way and waste of manpower and money because others would come up and do the same things. Another way is that the brand business can educate the consumers regarding counterfeits and how to spot them so they purchase the correct and authentic products and dispelling the allure that attracts consumers to buy fakes. 

Also, to control the product's lifecycle, upgrading will play a big role in that. Upgrading products with new or additional functions or service and reintroducing it will help to boost the sales. Or limit the number of products, and reproduction of the products prevent products life to quickly go into a decline phase. 

Secondly, making products is more than selling the numbers and shelving numbers. The product is key: your focus may be on sustainability, adventurous outdoor lifestyles, urban sports, streetwear, or something else really cool. Whatever you love and want to share with your customers, you know that the people who buy from you want authentic products and experiences. Product design, quality, fit and thorough attention to detail are critical. Business sustainability is a popular topic and is fast becoming a must-have healthcare factor for companies that want to resonate with and earn the loyalty of their global customers. Take muji as an example: MUJI has an extensive and expanding supply chain of 200 suppliers and 800 subcontracted manufacturers in 20 Asian countries, producing a wide range of apparel, home furnishings and food products on a massive scale. Muji ensures a longer product life by producing high-quality products, thereby reducing the frequency of product replacement. MUJI strives to ensure that all of its activities, including those of its business partners, do not contribute to human rights issues, including harassment, discrimination, modern slavery and human trafficking.

In conclusion, Luxury Brands would be able to maintain their products' desirability and exclusiveness that would ignite the fire in the consumer’s minds to motivate or implant in their minds the notion of the brands in a positive light. Lastly, Luxury Brands are able to control the life cycles of their products which makes it very flexible in terms of managing. 

Chinese customers prefer to collect their product and the information they are looking for rather than going around the shop.

Luxury brands usually offer personalized communication, customized services and special treatment and are working on providing more digital services. They also take the time to regularly collect customers' feedback. The brand has to track the key metrics and incorporate executive attention to enhance the customer experience. 

Luxury guest services must also provide a seamless and effortless experience to their guests, from the booking process to the end of the stay.

-Meeting: business meetings such as have peace of mind and mindful meetings at rooftops to boardrooms

Countries
24 countries and 36 hotel and resort 9 residence in the world

Hotel types
-historic hotels (Madrid, Hong Kong, London)
-city escapes (Tokyo, Singapore, Beijing)
-exotic resorts (Dubai, Sanya, Abu Dhabi)
-exclusive homes
-O&MO alliance (MO members and Oberoi Hotels & Resorts’ Oberoi One programmes will enjoy satying at Mandarin Oriental and Oberoi Hotels & Resorts )
-Residence

 

The Mandarin Oriental Hotel Group has implemented SynXis' RedX Distribution Management System for distributing their hotel portfolio across all channels. SynXis has been providing customized booking engine services to Mandarin Oriental hotels since 2000, ensuring strong conversion rates. By using SynXis' RedX system, the group can connect with various distribution channels, including travel agents through global distribution systems (GDS), consumers booking via online travel sites, and the SynXis global call center service available in multiple languages.

This partnership allows the Mandarin Oriental Hotel Group to benefit from SynXis' expertise in managing distribution across different channels. They can effectively reach their target audience and optimize revenue management strategies. Additionally, the integration of RedX with the Springer-Miller property management system through Property Connect enables the group to have a single-image inventory and achieve consistency across all channels.

The example above showcases how a luxury brand like Mandarin Oriental utilizes distribution channels, including online platforms, travel agents, and call centers, to ensure widespread availability of their services and maximize their reach to potential customers.

Q1 emotion is something that is out of your control, thus, using emotion to connect or attract customers is the most effective way to build long term relationships. Buying luxury brand products makes them feel good and brings them to a higher level of position,and showing off what they bought and getting likes from others feels great, too. That is why young people are willing to spend their money to buy luxury brand goods or services and posting. Emotional services create something unusual, special and unforgettable to the customer. The feeling for eagering to have this experience again is addictable. And this is the luxury hospitality industry’s advantage and strategies to bring customers back to them again. 

Q2 emotional connection is incredibly important because this is what customers remember eventually. after their staying, they will forget about what they felt and experience after a while however, when they plan to gp travel or get themselves something special, they will remember how nice their experience was last time. Once you start remembering how they felt about it, customers won’t be able to stop thinking about having it again and coming back.

Q3 and Q4 daina

Q3：Aman Resorts: Aman Resorts focuses on providing guests with tranquil and exclusive retreats in unique destinations around the world. Their properties are often located in secluded and breathtaking locations, offering a sense of escape from the hustle and bustle of everyday life. Aman Resorts' success lies in their commitment to creating a serene and immersive environment, where guests can disconnect from the outside world and experience tranquility. Attention to architectural design, use of natural materials, and integration with local culture also contribute to the emotional appeal of their properties.

Q4:

Storytelling and Brand Narrative: Develop a compelling brand story that resonates with your target audience. Luxury brand hotels are adept at crafting narratives that evoke emotion and create a sense of longing. Connect with customers on an emotional level by consistently communicating the brand story through a variety of channels, including websites, social media and on-site interactions.

Loyalty and Rewards Program: Implement a loyalty program to reward and recognize customers. Offer exclusive deals, personalized offers and surprise gifts to strengthen the emotional connection with your loyal customers. Make them feel like valued members of a unique community and foster a sense of belonging and attachment to the brand.

Q5 zi yang

With the slowly increasing pace of activity since the nationwide lift of Covid-19 lockdown, despite the worries of many, hospitality businesses are seeing the increasing return of customers coming back to enjoy its luxury services it offers. Due to the increasing influx of customers after years of slack, the staff may not be able to effectively accommodate and engage with customers with complete care and forge emotional connections with them. I believe the hotels can host a training program that trains them on how to emotionally connect with the customers such as by actively listening to them, showing the staff's willingness to help and personalize your marketing efforts. They can also implement additional staff to the frontline, preferably a wide array of different nationalities, locals and internationals. The locals from the local populace as they have a much more mutual understanding with each other and internationals who are multilingual that are able to communicate with international foreigners and meet their needs.