Selling a lifestyle, realizing a dream

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.