Our design is a service application, designed for young Maserati owners (25-40), which allows them to experience personalized luxury postsales service to increase brand loyalty and result in future return purchases and sustainable business growth.

Tools: Photoshop, Illustrator, After Effect

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TARGET AUDIENCE

Chinese - Luxury Intellectuals

• Age: 20-35
• High income and well-educated
• Have their own understanding and keep distance from trends, in their process of solidifying preference
• Prefer classical and discrete models, individualistic and rational on purchase decisions
• Motivated by functionality (analyatical & individualism), more than brand heritage and identity

CORE BUSINESS PROBLEM

Lack of brand loyalty among younger generation cutomers due to lack of post-sale service, which ultimatly affects potential purchases.

From our resarch specifically on our target audience, we realized that as owners grow wealthier and gain experience, they feel less need to show off social status instead prefer more personalized service. Also, the absence of reliable loyalty pervades most product categories in China, since consumers are still in the phase of solidifying their preference (Luxury China : Market Opportunities and Potential).

We found that sales is not the main issue for Maserati (according to their Annual report 2013-2014), but the return purchase due to the large amount of brand shifters among their customers. The main reason being the significant absence of post sale service which are greatly valued and desired among our target audience group (Chinese Luxury Loyalty Brand Loyalty Research).

The Value Gap

Brand Analysis

Journey Frame Work

Values

Tangible

• The FUNCTIONAL aspect of the service process

Intangible

• The LUXURY EXPERIENCE the service provided:
• Personalized service
• Anticipating needs
• Exceeding minimum expectations