Assignment task: Refer to: buccheri
1. Luxury brand usually characterized by its quality, premium pricing, uniqueness, craftmanship, heritage, and history. Do you think this brand can be considered as luxury fashion brand? Explain the answer based on its quality, pricing, uniqueness, craftmanship, heritage, authenticity, and history.
2. Assume you are the marketing manager of this brand. Supposed that this brand just started to conduct a multichannel marketing in offline and online channels starting 2022 for Indonesian market. Previously this brand focused its promotional activities on offline channels only. When you develop the multiplatform of multichannel marketing communication mix for this brand, create one example of content for each objective below:
- Brand community development through social media
- Encouraging customers to try a new product on an e-commerce platform.
Describe each message and content strategy based on each target market, objective and brand positioning for each campaign above. You can use illustration to describe the content.