N | Dunhill (BAT)
'True taste discerns'
Understanding what drives the ‘ultimate luxury consumer’ to desire products and make purchase is not only based on pure price.
Working with by Grey advertising (G2) to define, understand and covert the ‘true luxury’ consumer to the DUNHILL range of products including Single Leaf, Bespoke and cigars primarily in the ‘dark markets’ of the globe.
The key drivers for this discerning consumer being provenance, expertise, rarity and ultimate product delivery but has subtle difference in markets such as Asia.
LUXURY CONSUMER ANAYLSIS + LUXURY MARKET BENCHMARKING + LUXURY LOCALISATION METHODOLGIES