Luxury Marketing

Addressing the Premium Segment by Mr. Aravind Manokaran, Managing Director of Alayam Builders and Proprietor of Benzaud Brand, Coimbatore, on November 15, 2025.  

KCT Business School organized a guest lecture on “Luxury Marketing – Addressing the Premium Segment” for II MBA Marketing students (Batch 2024-26)  on November 15, 2025. Mr. Aravind Manokaran, Managing Director of Alayam Builders and Proprietor of Benzaud Brand, Coimbatore, shared insights into global premium brands such as L’Oréal, Hermès, Chaumet, and Boucheron.

He emphasized scarcity, exclusivity, superior quality, technology-driven performance, and experiential marketing as key drivers of luxury branding. The session also highlighted ATL/BTL promotions, selective distribution strategies, and aspirational positioning. Students were encouraged to explore the L’Oréal Case Competition and LVMH’s online course for deeper learning.

The event was coordinated was Dr. Poongodi B – Program Coordinator & Professor – Marketing.