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Video Case Study - Premium Price for Conspicuous Luxury

Jim Riley

16th January 2009

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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

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Jim Riley

Jim co-founded tutor2u alongside his twin brother Geoff! Jim is a well-known Business writer and presenter as well as being one of the UK's leading educational technology entrepreneurs.

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