| Multimillionaires are offered to spend at least a million dollars The first cross-marketing project Vladenie for multimillionaires has launched in Russia - now, when buying a house, a wealthy client will be offered to purchase in addition an airplane, a yacht, and then a collectible car. The cost of each purchase, according to the terms of the project, must be at least $1 million. By uniting manufacturers of the most expensive deluxe goods, the project organizer - the Vesco Realty real estate agency created two years ago - expects to expand sales and become a leading player in the luxury market housing. However, industry experts do not remember exclusive projects for Vesco and still doubt that this project will bring dividends to other participants.
Until now, in Russia, such cross-marketing projects (mutual promotion of partners) were used only in the consumer market segment and covered chain stores. The most famous, perhaps, was the creation in 2001 of the “six sevens” pool (uniting the networks “M.video”, “Sportmaster”, “Old Man Hottabych”, “Seventh Continent”, “Arbat Prestige”, MVO and Kuda.ru). In 2003, the pool's advertising budget was $1.5 million, and its total turnover was more than $1.6 billion. However, marketers admit that 777777 never became a full-fledged brand, and the audiences of the participants do not always overlap.
The idea of the Vladenie project, according to Vesco Realty PR director Maxim Karapetov, arose after one of the clients, buying a house on Rublyovka, inquired about how and where he could quickly purchase a yacht. However, Vesco borrowed its marketing solutions from the “six sevens” (common catalogue, single telephone number and payment/discount cards). Now, when purchasing luxury housing, its future owner will be offered to purchase an airplane, then a yacht. This chain is crowned with exclusive cars. The Vesco Group, which will include an alliance of sellers, does not hide the fact that it expects to increase sales at the expense of its partners’ clientele.
Vesco refused to answer Vremya Novostei’s question about how much the commission would be for each transaction, saying that it would depend on the volume of the purchase. However, Vesco Group CEO Vyacheslav Shiryaev suggested that the $200 thousand spent on the marketing project “will be recouped after the first transaction.” Vesco expects that this year the alliance's sales volume will increase to $100 million (the volume of the luxury goods market, according to the most minimal estimates, already exceeds $4 billion in Russia). However, Mr. Shiryaev claims that the profit margin will not exceed 10%.
However, so far experts doubt the success of this project and regard it as a PR campaign by Vesco. According to a representative of the Swiss Realty Group, “during the existence of this company, it has not had a single major exclusive project or any achievements that give reason to claim leadership in the market.”
The creation of an alliance, Vesco assures, will allow it to cover up to 40% of the market for deluxe goods. And according to experts, the number of people who can spend several million dollars on a yacht or plane this year reaches 15-20 thousand. However, the head of the marketing department of the Terra-Real Estate company, Alesya Miroshnichenko, believes that “hardly any “Marketing programs can attract truly wealthy people, because expensive purchases are very individual.” Yana GODOVANAYA, Olga PRYANIKOVA |
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