How they do it: In 2016, Rolls-Royce only sold a total of approximately 4,000 vehicles. These low production quantities reflect in very high margins and with a very high average price of about $600,000. The customers are attracted by the extremely high quality and exclusive branding. A marketing survey in 1987 showed that only Coca-Cola was a more widely known brand than Rolls-Royce.
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How they do it: Lamborghini manufactures only super sports cars through exclusive dealerships. The prices makes it an absolute luxury car costing hundreths of thousands. The recognizable features of the car are its powerful performance and its characteristic look.
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How they do it: Marriott’s hotel chain brands range from budget to absolute luxury. In the Marriott ”Luxury Collection”, the company offers the most exclusive properties and destinations. For these properties, separate booking, marketing and promotions exist.
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How they do it: Lufthansa has a special offer and service towards clients in the luxury segment. First class travelers and guests with the highest loyalty status enjoy exclusive treatment and amenities such as limousine airport transfer, exclusive lounges as well as in-flight luxury dining.
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How they do it: Abbot Downing’s services are targeted at UHNWIs (ultra-high-net-worth individuals) and families, making it a service for the top 1% by offering a full range solution for its selected client group.
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