Asprey development strategy on the french market.

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