Video Case Study - Premium Price for Conspicuous Luxury

Whilst most of us look to reduce household spending in the recession, there are consumers out there who wouldn’;t be seen dead buyng anything other than the highest-priced goods. These are the target customers for Royal Crown Derby, who have just launched a new dinner service range with a price tag of around £1m. A super example of labour-intensive production and prestige-pricing strategy - all rolled into one short 2 minute clip.

Download student worksheet (pdf) and video link