The document outlines Asprey's strategy for expanding in the French market. It discusses the brand's high-end jewelry and watch products, British heritage and craftsmanship. The strategy focuses on maintaining a luxury price point and selective distribution in high-end French department stores and opening a flagship store. Promotional strategies include TV ads with French celebrities, influencer marketing, digital ads, and sponsoring luxury events. It aims to leverage the brand's prestige and convey an aristocratic lifestyle to target wealthy French consumers ages 30-40.

1. ASPREY STRATEGY IN FRANCE
PALINA SUPEYEVA, ESP MBA INTERNATIONAL MARKETING AND COMMUNICATION STRATEGY

2. PRODUCT
 High-end jewelry and watches.
 British Tradition and heritage (royalty & aristocracy)+
Creativity/Innovation = storytelling.
 Top quality & product customization.
 Signature: elegancy, precious materials, exclusive aesthetics and
outstanding craftsmanship.
 Mysterious production process, secret formulas to create a ”dream
factor”.
 Iconic products that made the brand famous (diamond cut, titanic
necklace).
 Unique brand DNA features (sunflower, daisy).
 Sustainability.
MAIN FOCUS ON

3. PRICE
 Top pricing (keeping its bar high and
maintaining original pricing strategy).
 High perceived product value by luxury
consumers.
 No discounts.
 All payment methods (online and offline).

4. PLACE
 Presence in Galeries Lafayette,
Printemps and Bon Marche.
 Opening a flagship on Place
Vendome.
 Presence at auctions.
 Retail – 70-80% (directly owned
store, department stores), 20%
of wholesale (multi-brand).
 Very selective distribution.

5. PROMOTION
 Creation of a video viral to place on youtube and on TV (TF1, Canal+)
(Kenzo example).
 TV ad before Christmas with well known French/British muse speaking
about the brand (born in Paris British actress Emma Watson, Eva Green
or Charlotte Gainsbourg).
 PR: Treasure hunt for bloggers in Paris to find an iconic piece of jewelry
(famous Parisian places of interest).
 Ads in Luxury and Lifestyle magazines (Marie Claire, Vogue).
 Presence at Paris Fashion week.
 Engagement in charity/CSR initiatives – to leverage brand image for the
new generation of luxury consumers.
 Creative ad cover for a popular French newspaper (LeMonde, LeFigaro).

6. PROMOTION
 Digitalization of the business to improve visibility online:
 Local online # campaigns.
 Focus on social visual networks as pinterest, instagram.
 SEO (key words: mysterious, royal, exclusive, British, luxury,
jewelry, watches)
 Facebook ads.
 Linkedin – to target C-levels, tool to have a potential customer
base.
 Website experience (French version).

7. PROMOTION
 Cooperation with bloggers (tendances-de-
mode.com, vivaluxury.blogspot.fr).
 Creation of the brand book in French language.
 Partnership with Opera National de Paris as a
way to target rich luxury consumers (current
official Partner – Rolex, current sponsorship with
Van Cleef and Arpels).
 Exhibition in Grand Palais about the brand’s
legacy, history and heritage.
 Sponsorship of the film festival in Cannes.
 Events for potential customers: Mysterious
dinners in Michelin restaurants or central Paris
hotels.

8. PEOPLE
 Regular (constant) communication.
 High-quality personal service.
 Loyalty programs and concierge (VIP client)
services.
 New talents acquisition (contest among French
students from top profile schools).
 Employees training to deliver superior service and
be aware of the brand’s DNA + French culture
specifics.
 Target audience:
 Majority: 30 – 40 years old, both men and women,
upper level, digitally educated
 Existing customers (aware of the brand): > 40 years
old

9. PROCESS
 Well-tailored process to minimize costs (sales funnel
and processes optimization).
 Presence online and offline, constant customer
support.

10. PHYSICAL EVIDENCE
 Emphasizing intangible values
to evoke brand recognition
(prestigious British royal
heritage).
 Association as a #1 supplier of
the ultimate of luxuries - fit for
royalty, conveying luxurious
lifestyle of traditional aristocrats.
 Educating about the product
and its quality.
 Presence on ecommerce
websites such as net-a-
porter.com.
 Adjustment of the original
website to the French version,
storytelling.
Emotional
Royalty
Rational
Celebrity
GOAL!

11. Thank you