Selling a lifestyle, realizing a dream
Saytasuryawan, Contributor, Jakarta
Are you still dreaming of becoming a wealthy person? Then this is not suitable for you as it will not only make you dream longer but also disturb your sleep? Double trouble, right?
The moment you catch sight of the Ferrari 360 Modena, you will be charmed. Its bright red lines and the curves of the body keep your eyes glued to the automobile. Don't be surprised: it costs some Rp 5 billion (about US$580,000). You won't have a good night's sleep thinking about it, right?
The charm of a Ferrari really sends one to a nice dream. A prospective buyer of this automobile must not only be wealthy but also have a deep passion for driving. "Ferrari does not sell a transportation means. It sells "passionate driving," said Indradjit Sardjono, director of PT Citra Langgeng Otomotif, the official dealer for Ferraris and Maseratis.
A former racer, he knows well the difference between driving a car and enjoying car driving. Therefore the target market of this automobile is only a few people who have a great passion for driving.
As the market segment is very particular, the automobile cannot be sold en masse. Just like other premium products, the automobile is sold personally, on a one-to-one marketing basis through word-of-mouth promotion. International events are generally utilized also to promote the automobile or prove the worthiness of the make. Formula One car races are its global promotional arena.
A famous resort in Bali, Begawan Giri Estate, located in Ubud, has never been empty of its jet-set visitors. A comfortable experience, an exotic atmosphere and an unforgettable service become an effective promotion from one person to another.
It is not surprising that all 22 suites in this resort are always occupied although you have to spend $4,400 or Rp 47 million a single night!
In general, consumers of premium products are very loyal because of their own exclusiveness. They usually have their own environment and habits quite different those of other social classes. For them, information from friends, their own group or relatives will be more credible and guarantee their satisfaction.
Usually - though not necessarily invariably - a brand will contribute to distinguish one product from another. Inherent in a brand is implied guarantee of quality. Consumers will be ready to pay more for a brand of tested quality.
Ferrari is a strong trade mark and a guarantee that consumers will enjoy a high quality. Its after-sales service also has class and personal touch. Once a month, apart from organizing a gathering, the vendor will visit the customers and attend to all the complaints they may have about their automobiles.
The case of the Ubud resort has a different story, though. Although it relies on a local charm, this resort, which provides a high-quality place, services and taste, has touched the deepest feeling of its visitors, something that money cannot buy. The fame of Bali as the Island of Deity, may contribute to its image as one of the world's fresh holiday resorts.
The same story goes to Venture hi-fi sets made in Belgium and sold as a premium product. A set of loudspeakers may cost between $16,500 and $75,600. This trademark started from scratch and its fame has been built only on the basis of competence and industry.
Venture can make it to the level of upper class hi-fi because of its personal approach to prospective buyers. You can try the quality of the sound this equipment produces twice or three times before you decide to purchase it.
The success of Venture lies in the consumers' satisfaction with fulfillment of their demand for high-quality music. Music buffs would like to hear genuine and complete sound of music as if it came from a live performance. That's why Venture inventor, Surabaya-born Nyo Hoo Kong, known to friends as "Didi", realized this demand by introducing a product of a high quality fulfilling the concept of "life performance satisfaction". Now, the users of Venture are so satisfied with the products they have set up their own Venture Victim Society, a group that meets regularly to discuss hi-fi affairs.
The key to the marketing of premium products lies in its exclusiveness. The customers enjoy the fulfillment of the top actualization of themselves by buying or owning these particular products. Often they become trend-setters for the social classes below them. As these products are sold only in a limited number and are bought only by a particular group of people, their existence gains great prominence amid other social classes.