Lentschener Philip, chairman of the Publicis network France, on Monday gave a very interesting discussion at Figaro. In conjunction with the publication of his book "The Journey of the price," Philippe Lentschener back on the "phenomenology of Price" and its direct impact on marketing and communication. "The concept of price has become difficult to read" begins there, taking for example the rise of low cost and discount stores, causes a profound change in the relationship between product and consumer. "In this relationship to brands, the price is a key component." It is undeniable that today, hard discount is present in most sectors. Lentschener the link between the development of discount and the web by the fact that consumers are increasingly informed and qu'aujourdhui, as can be read more often, it takes power. Article takes an interest when Philip Lentschener discusses the role of marketing in the fight against this escalation of low cost. "Going into the gift," he recommends, like the telephone industry was resigned to trivialize the gift of the phone to accept the lump-raising. Relatively rare, the gift is indeed a good way to change the relationship of the brand with consumers. The gift here is a powerful example to show that brands need to innovate in terms of relationship with their customers. "Brands need to understand that they are engaged in a long journey. They must do take the relationship with their consumers, they enrich it. "
Like Philip Lentschener, Echoes take the example of luxury to image integration to the product of a culture and investment in the brand image. A set that allows this sector does not see its price be challenged and to be one of the least competition from the low cost. Strong margins and loyalty to the rendezvous.
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