Paurav Shukla

PauravShukla.com (Marketing, Research, Luxury, Branding and more...)
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What is your digital value strategy?

Sunday, 02 June 2019 by Paurav Shukla

Value is a fundamental driver for consumer decision making. However, many organizations are unclear about what value consumer derive from their products or services. Moreover, this is even more complicated in the digital environment. Using research over the past decade, I provide a strategic toolkit to think and thrive through developing and managing digital value for your organization. 

You may also want to read these posts...

  • A potential solution to the trillion dollar digital shopping cart abandonment challenge
  • “Naming and shaming obesity, not the person”: negative attitudes towards obesity leads to eating healthily but diet plans may backfire
  • Synthetic diamonds are forever too, or are they!
  • Published in Blog, Luxury marketing, Technology
Tagged under: digital, marketing, strategy, value

They are not all same (Part 2): Differences in Asian Luxury Consumption

Monday, 29 June 2015 by Paurav Shukla

  In the part 1, I discussed how many luxury brands are failing across Asia as they treat Asian consumers as a homogeneous group and how it led my co-authors and I to examine this phenomenon in-depth. Using the value perceptions framework and theory of impression management, we discovered some very interesting differences among consumers

You may also want to read these posts...

  • Beyond Bling: Comparing Conspicuous Consumption in Today’s Society
  • Make them ‘buy now’: How to make users comfortable in buying through your website?
  • Invite: Status Consumption: A Journey Through Time & Cultures
  • Published in Luxury marketing
Tagged under: Asia, branding, China, India, indonesia, Luxury marketing, marketing, value

They are not all same (Part 1): how Asian consumers differ in their luxury consumption – case of India

Monday, 15 June 2015 by Paurav Shukla

  While luxury in Asia is booming with the rise of new money and an affluent consumption class the picture is not rosy for all the luxury brands emerging within or outside of Asia. Some stellar examples of struggle involve Prada and Mulberry in China, Aigner and de Grisogono in India and Ermenegildo Zegna entering,

You may also want to read these posts...

  • Does competitive intelligence help improve the bottomline? (Part 2)
  • Does competitive intelligence help improve the bottomline? (Part 1)
  • What is your Chinese New Year luxury strategy?
  • Published in Blog, Luxury marketing
Tagged under: Brand, branding, China, Handbag, India, indonesia, Luxury marketing, value
Luxury Brands: Good to Great

What makes a good luxury brand great?

Thursday, 08 December 2011 by Paurav Shukla

The article discusses why some luxury brands become larger than life and are called great while others can’t seem to break the barrier.

You may also want to read these posts...

  • Luxury marketing: exploiting the heritage code of luxury brands
  • Luxury branding: back to basics
  • Effect of interpersonal influences on luxury consumption: empirical evidence
  • Published in Blog, Luxury marketing, Podcasts
Tagged under: Brand, branding, financial, functional, good to great, history, Luxury marketing, multi-dimensional, perceptions, personal, Social, value
Luxury brand value model

Comparing the luxury brand value

Monday, 24 October 2011 by Paurav Shukla

Luxury brands are bought in different countries for different values. This study evaluates those values consumers consider and provides a comparison between Indian and British luxury consumers.

You may also want to read these posts...

  • Influence of prospect payments psychology and pricing
  • Is the investment on brand origin and brand image worth it? Case of luxury brands
  • Luxury brands & interpersonal influences
  • Published in Blog, Luxury marketing
Tagged under: Brand, brand value, consumer, India, Luxury good, Luxury marketing, value

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Latest mass media appearances

  • Escaping the 'wild swings' of the stock market: Why Elon Musk should take Tesla private
    Taking Tesla private may work for Musk and retain the luxury brand image.
  • How brands that disguise their origins do damage to their bottom line
    When brands try to disguise their origin and are found out later on, it can have a significant impact on their bottom-line.
  • Why Elon Musk should take Tesla private
    Taking Tesla private may help retain the luxury image of the brand in consumers' minds.
  • Researchers find ad campaigns effective in cutting alcohol-fueled sexual advances
    Research by Prof. Shukla has shown than publicity campaigns can help combat alcohol-fueled sexual contact.
  • NewsWeek - Why the perceived value of lab-made diamonds is on the up
    Although synthetic, lab-made diamonds are similar in quality to natural ones.
  • Business Insider - Lab-made diamonds are posing threat to the natural ones
    Lab-made, synthetic diamonds are becoming increasingly similar in quality, cut, and clarity to natural ones. How they pose challenge to the natural diamond industry.
  • Scroll.in - How lab-made diamonds are stealing the shine (and market share) from natural ones
    More than 95% of industrial diamonds are synthetic, so why aren't more people using them in engagement rings?
  • The Conversation - How lab-made diamonds are stealing market share from natural ones
    Why value perceptions remain the final frontiers to crack the consumer market for synthetic diamond industry.
  • The Guardian - The luxury market is tricky to crack but the rewards can be great
    Businesses selling high-end products face low volume sales and fierce competition. But with the right branding, the sense of customer loyalty can’t be beaten.
  • Businessoffashion.com - Luxury Brand Balancing Act
    Are luxury brands upsetting the delicate balance that made them desirable in the first place? Is luxury fashion becoming too mass?

What others are reading now…

  • Influence of prospect payments psychology and pricing
  • About me
  • What is luxury?
  • Engaging the gamers: what motivates gamers to purchase virtual goods
  • Impulsive buying behaviour in recession
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