Louis Vuitton is a leading luxury fashion house headquartered in Paris, France. It was founded in 1854 and has grown to include 60 brands. In 1987, Louis Vuitton merged with Moet Hennessy to form LVMH, which is currently the world's largest luxury conglomerate with a brand value of over $27.4 billion. Louis Vuitton is known for its signature monogram canvas, commitment to craftsmanship, and strategy of not offering discounts to maintain an exclusive brand image catering to high-income customers.
Louis Vuitton was founded in 1854 in Paris and is now a global luxury brand. It is known for its monogram canvas and leather goods. The brand has over 3,300 stores worldwide and is a unit of LVMH, the world's largest luxury group. While Louis Vuitton has strong brand recognition and craftsmanship, it also faces threats such as counterfeiting and increasing competition in the luxury market. To further grow, the brand could expand into new product categories and untapped international markets.
Christian Dior founded his namesake fashion house in 1946, seeing his work as "ephemeral architecture dedicated to the beauty of the female body." Dior targets consumers with a mixture of romanticism, feminism, and modernity through high quality, creative products. While headquartered in Paris, Dior employs over 500,000 people worldwide. The company has become highly recognizable through media promotion in magazines, celebrity events, and advertising campaigns online and in print. Under majority ownership of Bernard Arnault's family holding company, Christian Dior has engineered a commercial breakthrough and continues to dominate the fashion industry.
1. Louis Vuitton is a luxury brand founded in 1854 that is now part of LVMH, a portfolio of 50 luxury brands.
2. The target market for Louis Vuitton bags are wealthy women ages 35-45 in Singapore who seek high quality, fashionable products as a symbol of their social status.
3. Louis Vuitton focuses on maintaining high prices and quality while improving styles to keep the brand exclusive and desirable for status-seeking consumers in the luxury brand's maturity stage.
Anthropologie finds success through unique in-store visual displays and experiences rather than traditional advertising. It spends 2% of sales on elaborate customized displays created by in-store display teams rather than marketing. This enhances the shopping experience and sense of discovery for its target customers of educated women ages 30-45, driving customer loyalty and sales. Maintaining this distinctive approach through skilled in-store display teams is key to Anthropologie's competitive advantage over other retailers and more important to its business success than adopting conventional advertising practices.
This document provides an overview of the fashion retailer Zara. It discusses Zara's mission to offer the latest trends at lower costs. Zara designs are conceived closely with customers to balance fashion, quality and price. The document also describes Zara's brand identity, merchandise, target customers, store layout and design, and strategies for promotions like window displays. It provides a case study example of a Valentine's Day themed window design for Zara focusing on celebrating women's independence.
Louis Vuitton is a leading luxury fashion house headquartered in Paris, France. It was founded in 1854 and has grown to include 60 brands. In 1987, Louis Vuitton merged with Moet Hennessy to form LVMH, which is currently the world's largest luxury conglomerate with a brand value of over $27.4 billion. Louis Vuitton is known for its signature monogram canvas, commitment to craftsmanship, and strategy of not offering discounts to maintain an exclusive brand image catering to high-income customers.
Louis Vuitton was founded in 1854 in Paris and is now a global luxury brand. It is known for its monogram canvas and leather goods. The brand has over 3,300 stores worldwide and is a unit of LVMH, the world's largest luxury group. While Louis Vuitton has strong brand recognition and craftsmanship, it also faces threats such as counterfeiting and increasing competition in the luxury market. To further grow, the brand could expand into new product categories and untapped international markets.
Christian Dior founded his namesake fashion house in 1946, seeing his work as "ephemeral architecture dedicated to the beauty of the female body." Dior targets consumers with a mixture of romanticism, feminism, and modernity through high quality, creative products. While headquartered in Paris, Dior employs over 500,000 people worldwide. The company has become highly recognizable through media promotion in magazines, celebrity events, and advertising campaigns online and in print. Under majority ownership of Bernard Arnault's family holding company, Christian Dior has engineered a commercial breakthrough and continues to dominate the fashion industry.
1. Louis Vuitton is a luxury brand founded in 1854 that is now part of LVMH, a portfolio of 50 luxury brands.
2. The target market for Louis Vuitton bags are wealthy women ages 35-45 in Singapore who seek high quality, fashionable products as a symbol of their social status.
3. Louis Vuitton focuses on maintaining high prices and quality while improving styles to keep the brand exclusive and desirable for status-seeking consumers in the luxury brand's maturity stage.
Anthropologie finds success through unique in-store visual displays and experiences rather than traditional advertising. It spends 2% of sales on elaborate customized displays created by in-store display teams rather than marketing. This enhances the shopping experience and sense of discovery for its target customers of educated women ages 30-45, driving customer loyalty and sales. Maintaining this distinctive approach through skilled in-store display teams is key to Anthropologie's competitive advantage over other retailers and more important to its business success than adopting conventional advertising practices.
This document provides an overview of the fashion retailer Zara. It discusses Zara's mission to offer the latest trends at lower costs. Zara designs are conceived closely with customers to balance fashion, quality and price. The document also describes Zara's brand identity, merchandise, target customers, store layout and design, and strategies for promotions like window displays. It provides a case study example of a Valentine's Day themed window design for Zara focusing on celebrating women's independence.
A presentation on the case study - Louis Vuitton. This was created by Pearl Gupta, PEC University of Technology during the course of a marketing internship under Prof. Sameer Mathur.
Louis Vuitton was founded in 1854 in Paris by Louis Vuitton. It began as a trunk maker and is now a global luxury brand. In the late 19th century, Georges Vuitton invented an unpickable lock for their trunks. Today, Louis Vuitton targets wealthy customers ages 22-65 and sells high-quality leather bags, luggage, and accessories. It maintains an exclusive image through limited distribution, high prices never on sale, and aggressive protection of its brand from counterfeits.
The most influential fashion designer of the late 1940s and 1950s, CHRISTIAN DIOR (1905 to 1957) dominated fashion after World war II with the hourglass silhouette of his voluptuous New Look. He also defined a new business model in the post-war fashion industry by establishing Dior as a global brand across a wide range of products.
This document discusses LVMH, a luxury goods company. It provides an overview of the company's profile, markets, performance, and challenges in Asia. LVMH has over 1500 stores and 50 brands worldwide. While demand for luxury goods is growing in Asia, LVMH's sales in the region have remained unchanged. Key issues include a narrow distribution network in Asia and cultural differences. To address this, the document recommends enhancing brand and customer value, customizing products to local tastes and lifestyles, and expanding the distribution network in Asia through flagship stores. The focus is on segmenting, targeting and positioning based on local Asian markets to capture more customers and reduce impacts from counterfeits.
Louis Vuitton was founded in 1854 in Paris and is known for its Monogram Canvas print designed in 1896. It expanded globally in the 1920s and launched signature bags in the 1930s. In 1959 it began using Monogram Canvas for small leather goods and in 1987 merged with Moet Hennessy to form LVMH. Today it operates over 300 stores globally and is the 26th most valuable brand worldwide known for ultra-luxury goods, tradition, and status.
Tiffany & Co. has a long history in fine jewelry but has struggled in the luxury watch market. This document proposes a new watch concept and strategy for Tiffany. It involves focusing on women's watches that resemble jewelry, creating them through a joint venture with an experienced watchmaker, and positioning the brand as the only mechanical women's watch that combines craftsmanship and elegant design. The strategy segments the market as independent women seeking luxury, and sets objectives to outperform market growth and become the most coveted women's watch brand. It outlines product collections, pricing, placement in Tiffany stores and an omnichannel approach, and a promotion strategy using events, sponsorships, social media and augmented reality to increase awareness
This week I worked with the French luxury fashion house Chloé. In this presentation you will find a brief introduction to the brand, its target and product portfolio, its relationship with the French-American beauty manufacturer Coty, as well as a brief analysis of the make up market in the United States and, and a lipstick licensing proposal for the luxury fashion house.
Feel free to comment!
Eugene Schueller founded L'Oreal in 1909 as a hair coloring company in France, which later expanded into other beauty products. It is now the world's largest cosmetics company with a mission to offer beauty for all through innovation, quality, efficacy, and safety. L'Oreal's iconic slogan "Because I'm Worth It" was introduced in 1973 and represented a feminist message, though it later changed to be more inclusive. The company strengthens its brand through celebrity endorsements, sponsoring fashion events, loyalty programs, and tailored advertising that considers local cultures. L'Oreal also utilizes digital media like YouTube channels and mobile apps to interact directly with consumers globally.
The document analyzes the financial performance of LVMH, a luxury goods company, between 2008-2011. It discusses the company's business groups and their revenues. Key points:
- The business groups are fashion and leather goods, wines and spirits, perfumes and cosmetics, watches and jewelry, selective retailing, and other activities.
- Fashion and leather goods is the largest business group and saw steady revenue growth during this period.
- The company generates over 30% of its revenues from France and Europe, with additional major markets being the US, Japan, and Asia.
Product & Brand Management. Development of a new product for Manolo BlahnikSofia Fominova
Ever since the iconic appearance in the “Sex and the City” series, Manolo Blahnik is one of the most anticipated shoe designers in the world (Design Museum, 2016). Since 1971, Blahnik designs individual shoes, where each design has its own story (Blahnik, 2016). He is known as a very independent designer, not picking up every trend (Nelson, 2016).
This report proposes new ideas that would enable Manolo Blahnik to keep up with the fashion trends and stay competitive on the market.
Versace is an Italian luxury fashion company founded in 1978 in Milan. It designs haute couture, accessories, jewelry, and home goods bearing the Medusa logo. Donatella Versace is the current vice president and chief designer. Versace stores feature opulent designs with smoky mirrors, industrial ceilings, and mosaics inspired by ancient Rome. Mannequin displays are carefully arranged to guide customers' eyes throughout the store.
International Business - Louis Vuitton Caselinhvu85
This document provides background information on Louis Vuitton, including its history, target market, and success in China. Some key details: Louis Vuitton is a leading international luxury brand headquartered in Paris with over 11,000 employees and $3.2 billion in revenue. It began in 1854 and established a reputation for high-quality luggage and leather goods. In the late 1800s, it gained royal clients and opened stores internationally. Today it is part of LVMH and known for ready-to-wear, accessories, and being directed by Marc Jacobs since 1997.
Christian Dior was founded in France in the 1940s specializing in apparel, fragrances, and jewelry. It targets the middle and upper classes through stores and retailers. Dior recognizes the need to improve its digital marketing strategy, allocating over half its budget to social media like Facebook, Twitter, and YouTube which have a global reach at lower cost. An improved website integrated with social media could help drive visibility and sales through easy navigation and responsiveness.
A group presentation on Louis Vuitton. It is a case analysis given in the prescribed textbook by the university. We have brought the content up to date (2018) and tried to answer the questions related to the case. By reading this ppt, if you can get a general idea about their business model and their standings among competitor. Please let us know in case of any differences in your opinions or praise us for the good work if you liked it.
The document discusses the production process and branding of Dom Perignon champagne. It describes the key steps in the production including the secondary fermentation process in the bottle that creates the bubbles. It also discusses Dom Perignon's branding ideals around having a singular vision, pushing boundaries, and only releasing a vintage in top quality years. The branding is focused on differentiation, authenticity, and flexibility to appeal to new consumers while maintaining tradition and quality standards.
Cartier is a luxury brand founded in Paris in 1847 known for fine jewelry and watches. Over time, the brand established itself worldwide under the leadership of Alfred Cartier and his sons. Key to Cartier's success is its focus on high quality craftsmanship, heritage, and exclusivity to appeal to luxury consumers. While traditionally known as a jeweler, Cartier has expanded into other luxury product categories like watches. To maintain its luxury positioning, Cartier focuses on scarcity, exceptional customer experiences, and celebrity endorsements rather than conventional marketing tactics. In India specifically, Cartier aims to build on its history with Indian maharajas while incorporating local influences into its jewelry designs.
L'Oreal is a leading beauty and cosmetics company founded in 1909 in Paris, France. It operates across five divisions including hair color, luxury cosmetics, professional hair styling, dermatological products, and consumer products sold under The Body Shop brand. L'Oreal promotes feminism and women's empowerment through brand ambassadors like Jane Fonda, Jennifer Lopez, Beyonce, and Aishwarya Rai and uses an integrated marketing strategy including promotional events, online channels, social media, and loyalty programs.
Louis Vuitton is a luxury goods company founded in 1854 in France that generates $10 billion in annual sales. Led by CEO Michael Burke, Louis Vuitton aims to produce the finest luxury products through excellence in craftsmanship and innovation. The company positions itself through prestige, travel, and craftsmanship and competes based on desirability, deliverability, and differentiation. Louis Vuitton promotes its brand through high-profile models, events, and cultural partnerships while countering counterfeiting through continuous product upgrades and innovation to maintain its luxury cachet.
Christian Dior was founded in 1946 in Paris, France and is known for women's fashion. It is currently headquartered in Paris and employs over 79,000 people worldwide. Christian Dior enjoys strong brand recognition and owns other luxury brands through parent company LVMH, providing access to a large portfolio of prestigious brands. Dior focuses on popularizing its fragrance, makeup, and skincare product lines, targeting customers seeking elegance and distinction.
This document provides a marketing plan for L'Oreal's new "Double Effect eye makeup cleaner". L'Oreal is a large international cosmetics company known for brands like L'Oreal Paris, Maybelline, and Lancome. The new eye makeup cleaner product aims to meet the need for an effective eye makeup remover, as dark eye makeup has become increasingly popular but can be difficult to fully remove. The marketing plan analyzes the target market, competitors, and recommends focusing initial sales in Europe, America, and Asia.
A presentation on the case study - Louis Vuitton. This was created by Pearl Gupta, PEC University of Technology during the course of a marketing internship under Prof. Sameer Mathur.
Louis Vuitton was founded in 1854 in Paris by Louis Vuitton. It began as a trunk maker and is now a global luxury brand. In the late 19th century, Georges Vuitton invented an unpickable lock for their trunks. Today, Louis Vuitton targets wealthy customers ages 22-65 and sells high-quality leather bags, luggage, and accessories. It maintains an exclusive image through limited distribution, high prices never on sale, and aggressive protection of its brand from counterfeits.
The most influential fashion designer of the late 1940s and 1950s, CHRISTIAN DIOR (1905 to 1957) dominated fashion after World war II with the hourglass silhouette of his voluptuous New Look. He also defined a new business model in the post-war fashion industry by establishing Dior as a global brand across a wide range of products.
This document discusses LVMH, a luxury goods company. It provides an overview of the company's profile, markets, performance, and challenges in Asia. LVMH has over 1500 stores and 50 brands worldwide. While demand for luxury goods is growing in Asia, LVMH's sales in the region have remained unchanged. Key issues include a narrow distribution network in Asia and cultural differences. To address this, the document recommends enhancing brand and customer value, customizing products to local tastes and lifestyles, and expanding the distribution network in Asia through flagship stores. The focus is on segmenting, targeting and positioning based on local Asian markets to capture more customers and reduce impacts from counterfeits.
Louis Vuitton was founded in 1854 in Paris and is known for its Monogram Canvas print designed in 1896. It expanded globally in the 1920s and launched signature bags in the 1930s. In 1959 it began using Monogram Canvas for small leather goods and in 1987 merged with Moet Hennessy to form LVMH. Today it operates over 300 stores globally and is the 26th most valuable brand worldwide known for ultra-luxury goods, tradition, and status.
Tiffany & Co. has a long history in fine jewelry but has struggled in the luxury watch market. This document proposes a new watch concept and strategy for Tiffany. It involves focusing on women's watches that resemble jewelry, creating them through a joint venture with an experienced watchmaker, and positioning the brand as the only mechanical women's watch that combines craftsmanship and elegant design. The strategy segments the market as independent women seeking luxury, and sets objectives to outperform market growth and become the most coveted women's watch brand. It outlines product collections, pricing, placement in Tiffany stores and an omnichannel approach, and a promotion strategy using events, sponsorships, social media and augmented reality to increase awareness
This week I worked with the French luxury fashion house Chloé. In this presentation you will find a brief introduction to the brand, its target and product portfolio, its relationship with the French-American beauty manufacturer Coty, as well as a brief analysis of the make up market in the United States and, and a lipstick licensing proposal for the luxury fashion house.
Feel free to comment!
Eugene Schueller founded L'Oreal in 1909 as a hair coloring company in France, which later expanded into other beauty products. It is now the world's largest cosmetics company with a mission to offer beauty for all through innovation, quality, efficacy, and safety. L'Oreal's iconic slogan "Because I'm Worth It" was introduced in 1973 and represented a feminist message, though it later changed to be more inclusive. The company strengthens its brand through celebrity endorsements, sponsoring fashion events, loyalty programs, and tailored advertising that considers local cultures. L'Oreal also utilizes digital media like YouTube channels and mobile apps to interact directly with consumers globally.
The document analyzes the financial performance of LVMH, a luxury goods company, between 2008-2011. It discusses the company's business groups and their revenues. Key points:
- The business groups are fashion and leather goods, wines and spirits, perfumes and cosmetics, watches and jewelry, selective retailing, and other activities.
- Fashion and leather goods is the largest business group and saw steady revenue growth during this period.
- The company generates over 30% of its revenues from France and Europe, with additional major markets being the US, Japan, and Asia.
Product & Brand Management. Development of a new product for Manolo BlahnikSofia Fominova
Ever since the iconic appearance in the “Sex and the City” series, Manolo Blahnik is one of the most anticipated shoe designers in the world (Design Museum, 2016). Since 1971, Blahnik designs individual shoes, where each design has its own story (Blahnik, 2016). He is known as a very independent designer, not picking up every trend (Nelson, 2016).
This report proposes new ideas that would enable Manolo Blahnik to keep up with the fashion trends and stay competitive on the market.
Versace is an Italian luxury fashion company founded in 1978 in Milan. It designs haute couture, accessories, jewelry, and home goods bearing the Medusa logo. Donatella Versace is the current vice president and chief designer. Versace stores feature opulent designs with smoky mirrors, industrial ceilings, and mosaics inspired by ancient Rome. Mannequin displays are carefully arranged to guide customers' eyes throughout the store.
International Business - Louis Vuitton Caselinhvu85
This document provides background information on Louis Vuitton, including its history, target market, and success in China. Some key details: Louis Vuitton is a leading international luxury brand headquartered in Paris with over 11,000 employees and $3.2 billion in revenue. It began in 1854 and established a reputation for high-quality luggage and leather goods. In the late 1800s, it gained royal clients and opened stores internationally. Today it is part of LVMH and known for ready-to-wear, accessories, and being directed by Marc Jacobs since 1997.
Christian Dior was founded in France in the 1940s specializing in apparel, fragrances, and jewelry. It targets the middle and upper classes through stores and retailers. Dior recognizes the need to improve its digital marketing strategy, allocating over half its budget to social media like Facebook, Twitter, and YouTube which have a global reach at lower cost. An improved website integrated with social media could help drive visibility and sales through easy navigation and responsiveness.
A group presentation on Louis Vuitton. It is a case analysis given in the prescribed textbook by the university. We have brought the content up to date (2018) and tried to answer the questions related to the case. By reading this ppt, if you can get a general idea about their business model and their standings among competitor. Please let us know in case of any differences in your opinions or praise us for the good work if you liked it.
The document discusses the production process and branding of Dom Perignon champagne. It describes the key steps in the production including the secondary fermentation process in the bottle that creates the bubbles. It also discusses Dom Perignon's branding ideals around having a singular vision, pushing boundaries, and only releasing a vintage in top quality years. The branding is focused on differentiation, authenticity, and flexibility to appeal to new consumers while maintaining tradition and quality standards.
Cartier is a luxury brand founded in Paris in 1847 known for fine jewelry and watches. Over time, the brand established itself worldwide under the leadership of Alfred Cartier and his sons. Key to Cartier's success is its focus on high quality craftsmanship, heritage, and exclusivity to appeal to luxury consumers. While traditionally known as a jeweler, Cartier has expanded into other luxury product categories like watches. To maintain its luxury positioning, Cartier focuses on scarcity, exceptional customer experiences, and celebrity endorsements rather than conventional marketing tactics. In India specifically, Cartier aims to build on its history with Indian maharajas while incorporating local influences into its jewelry designs.
L'Oreal is a leading beauty and cosmetics company founded in 1909 in Paris, France. It operates across five divisions including hair color, luxury cosmetics, professional hair styling, dermatological products, and consumer products sold under The Body Shop brand. L'Oreal promotes feminism and women's empowerment through brand ambassadors like Jane Fonda, Jennifer Lopez, Beyonce, and Aishwarya Rai and uses an integrated marketing strategy including promotional events, online channels, social media, and loyalty programs.
Louis Vuitton is a luxury goods company founded in 1854 in France that generates $10 billion in annual sales. Led by CEO Michael Burke, Louis Vuitton aims to produce the finest luxury products through excellence in craftsmanship and innovation. The company positions itself through prestige, travel, and craftsmanship and competes based on desirability, deliverability, and differentiation. Louis Vuitton promotes its brand through high-profile models, events, and cultural partnerships while countering counterfeiting through continuous product upgrades and innovation to maintain its luxury cachet.
Christian Dior was founded in 1946 in Paris, France and is known for women's fashion. It is currently headquartered in Paris and employs over 79,000 people worldwide. Christian Dior enjoys strong brand recognition and owns other luxury brands through parent company LVMH, providing access to a large portfolio of prestigious brands. Dior focuses on popularizing its fragrance, makeup, and skincare product lines, targeting customers seeking elegance and distinction.
This document provides a marketing plan for L'Oreal's new "Double Effect eye makeup cleaner". L'Oreal is a large international cosmetics company known for brands like L'Oreal Paris, Maybelline, and Lancome. The new eye makeup cleaner product aims to meet the need for an effective eye makeup remover, as dark eye makeup has become increasingly popular but can be difficult to fully remove. The marketing plan analyzes the target market, competitors, and recommends focusing initial sales in Europe, America, and Asia.
Ceci est un projet fictif réalisé par Blandine DARRIEUTORT, Victoire ELLES, Louise GILLOT, Gladys PORTHAULT et Mustafa YILMAZ dans le cadre du cours Stratégies de distribution à l'INSEEC. Ce document est donc protégé par le droit de la propriété intellectuelle. Aucun plagiat ne sera toléré.
Chaumet: overview of observed current business strategiesAlba Romero Villa
This document provides an overview of Chaumet, a French luxury jewelry and watch brand founded in 1780. It discusses the company's history and key periods. It also outlines their current brand identity, collections, strategic initiatives, figures, positioning, competitors, and SWOT analysis. Additionally, it proposes a new product line called "Bee Myself" targeted at young professionals to expand into new markets like the US.
This is the Power Point of the previous uploaded Céline Project. It is a kind of resume of what is explained in the PDF Project and it also includes the mood that I have created for our new brand: it consists in a Fashion Magazine created with InDesign.
Project work universitario in collaborazione con la cattedra di "Digital Marketing" del prof. Nardello.
Il progetto ha riguardato la realizzazione di un piano Marketing per la casa d'aste romana Ansuini Aste.
voto finale: 30/30
Come il visual merchandising orienta i comportamenti della clientela nelle gioiellerie? Se ne discute domani alla Iulm
Caso di studio dell'Università IULM le strategie della Nardelli Luxury per il marchio Liu•Jo Luxury. Domani martedì 16 febbraio alle 12 nella sede dell’ateneo la presentazione dell'azienda e del progetto
In che misura le modalità espositive di una gioielleria contribuiscono a definire l’esperienza in-store del visitatore di una gioielleria? Come fanno a influenzarne i comportamenti di acquisto? Che legame c’è tra il visual merchandising di alcuni punti vendita e le emozioni e i ricordi suscitati nel potenziale consumatore?
A queste domande si propone di rispondere un’indagine field in programma da febbraio ad aprile 2010 presso le gioiellerie milanesi che espongono prodotti Liu•Jo Luxury. Lo studio è promosso dall’Università IULM di Milano d’intesa con Nardelli Luxury, corporate fondata dai fratelli Domenico e Bruno Nardelli specializzata nell’abbinamento moda-gioiello. Il brand Liu•Jo Luxury nasce dalla partnership tra Nardelli, una delle imprese italiane più innovative del settore orafo, e Liu•Jo, azienda internazionale dell’abbigliamento fashion made in Italy, ricercato e di tendenza. La Nardelli Luxury ha imposto sul mercato in pochi anni il marchio Liu•Jo Luxury, anche grazie a strategie vincenti di visual merchandising.
Lo studio sarà condotto da specializzandi iscritti al primo anno del Corso di Laurea Magistrale in Marketing, Consumi e Distribuzione Commerciale dell’Università IULM con il coordinamento del Professor Francesco Massara, docente del Laboratorio di In-Store Marketing all’interno del corso di studi.
Gli studenti, divisi in gruppi per ciascun punto vendita, si recheranno nelle gioiellerie dove effettueranno alcune rilevazioni fotografiche. In una seconda fase effettueranno una serie di interviste ai clienti in uscita dai punti vendita. Gli esiti dell’indagine saranno pubblicizzati a metà aprile.
“E’ un’attività didattica sperimentale, che si iscrive tra le tante che avvicinano l’Università al mondo delle imprese - dichiara Massara -, con la particolarità, questa volta, di essere gestita all’interno di un singolo Laboratorio, e coordinata per produrre una consulenza verso un vero cliente. E’ come se il corso di diventasse luogo di uno stage collettivo per tutti i partecipanti.”
Nardelli Luxury, mock client della ricerca, sarà presentata nel corso di un incontro in programma presso l’Università IULM (Via Carlo Bo 1, Milano, presso la sede centrale dell’Ateneo) domani martedì 16 febbraio alle 12 nell’Aula 144. Interverranno per la Nardelli Luxury, introdotti dal Professor Massara, i fratelli Bruno e Domenico Nardelli e il Direttore Marketing, Salvatore Francavilla.
Ho avuto modo di svolgere questo progetto, per il corso di Marketing presso l'università commerciale Luigi Bocconi. Il progetto, portato a termine durante il percorso di laurea triennale, aveva una consegno piuttosto ampia. Di conseguenza l'analisi condotta abbraccia una pluralità senza mai concentrarsi nel particolare. Il brand Just Cavalli è pertanto analizzato in ottica di prodotti/mercato, segmentazione e targetng, posizionamento del brand, driver del valore.
EAC– EUROPEAN ACADEMY OF CREATIVITY – is an innovative LIFE Academy and at the same time a dynamic international network and cultural centre.
www.eac-club.com
2. 1860:
fondazione
del marchio
a Sonvilier
TIME LINE
1890:
apertura
1937:
sede spostata
a Ginevra
1963:
Karl Scheufele
acquista il marchio
1988:
Dal sponsorizzazione
corsa Mille Miglia
1998:
partner ufficiale
Festival di Cannes
da Louis
Chopard
3. VISIONE E MISSIONE:
perseguire una tradizione
familiare che va avanti nel
tempo mantenendo una
produzione propria che possa
distinguere i nostri prodotti per
la migliore qualità ed
eccellenza
VISIONE: MISSIONE:
interagire con la nostra
comunità e nutrire l'arte
dell'eccellenza e dell'innovazione
con un grande rispetto per la
tradizione
4. • INDIPENDENZA , MAESTRIA E SAVOIR-
FAIRE
• CREATIVITA’ E INNOVAZIONE
• QUALITA’ E ECCELENZA
• TRADIZIONE
• RISPETTO
• AUDACIA
VALORI:
16. FIDANZAMENTO
• ANELLI DI FIDANZAMENTO
• DIAMANTI CHOPARD
• IL SOLITARIO DEI TUOI SOGNI
• FEDI NUZIALI
• I GIOIELLI PER LA SPOSA E PER LUI
17. PREZZI
Difficile definire un range di prezzo
Entry level per l’orologeria e’
all’incirca 2000 euro
I prezzi aumentano all’aumentare di
materiali, lavorazioni e
personalizzazioni fino ad un valore
indefinito che va a superare i 60000
secondo le esigenze del consumatore
201 Carat of Chopard
Firmato Chopard, è tempestato di diamanti, tra
cui alcuni gialli e bianchi di 163 carati, per un
totale di 201k. A fare da contorno all’orologio vi
è un prezioso braccialetto con tre diamanti a
forma di cuore, pronti ad aprirsi come petali di
un fiore nel momento in cui il meccanismo a
molla viene attivato. Valore $ 25.000.000.00.
19. COMUNICAZIONE: ON-LINE
Sito semplice, lineare
invoglia alla navigazione e all’apprendimento d’ informazioni
Marchio al centro
Sotto le sezioni principali
Ogni sezione è coerente con il prodotto
Mette al centro il prodotto e la sua storia con immagini e
citazioni
-
20. Vendita E-COMMERCE:
Nonostante la costante predilezione per il negozio fisico
Recente lancio di E-Boutique con feedback molto positivi
Riservata ai soli consumatori USA per coprire al meglio tutte le vaste aree
Si vendono prodotti diversi vs al negozio tradizionale
On line si acquista più facilmente un gioiello che un orologio
Price Range entro i 20000 € con eccezioni
Questo lancio è un’ esperimento che si allargherà in futuro
21. COMUNICAZIONE: OFF LINE
Negozi in tutto il mondo
In Italia a Firenze: Via della Vigna Nuova
Zona di palazzi nobiliari,
ricca di negozi e boutique di famosi stilisti
Servizio ai clienti :
• I prodotti sono possibili vederli solo rivolgendosi alle
commesse
• Molto disponibili a fornire spiegazioni
• Preparate sulle caratteristiche dei prodotti
• Mantengono un atteggiamento professionale e
contemporaneamente ti fanno sentire a tuo agio
• «Il loro segreto? Viziare i Clienti»
• Personalizzazione in negozio
22. • Pubblicità
VISIBILTA’ PRODOTTO
• Sponsor Ufficiale del Festival del
Cinema di Cannes
• Sponsorizzazioni Celebrities
• Sponsor ufficiale Mille Miglia
23. CONSUMATORE:
• Chopard, conquistato il pubblico femminile, vorrebbe ora
convincere anche quello maschile.
• La sua strategia è apparentemente semplice e lineare:
produrre orologi originali, di elevata qualità, a prezzi
competitivi.
• Il suo consumatore si estende su una segmentazione di clienti
in base alle loro esigenze; percio' il target varia dai giovani ad
un eta' piu' matura soddisfatta da linee piu' adeguade a
soddisfare le lore esigenze.
• Altra strategia per seguire il cliente attenta ad assecondare i
movimenti di una clientela mobile, spostare i prodotti in
funzione delle mete dei consumatori.
Target:
-Maschio, 30-45
anni, urbano
-High social
standing, high
income -Alta
Posizione sociale,
reddito elevato
24. SPONSORIZZAZIONI
• CANNES INTERNATIONAL FILM FESTIVAL - il 1998 Chopard diventa il partner ufficiale del Festival
Internazionale del Cinema di Cannes.
• MILLE MIGLIA - la leggendaria corsa automobilistica Mille Miglia si è svolta regolarmente ogni
anno dal 1927 al 1957.
• GRAND PRIX DE MONACO HISTORIQUE - la partecipazione ufficiale di Chopard a questa gara
straordinaria sottolinea lo stretto legame che unisce l'azienda agli sport automobilistici storici.
• ENNSTAL-CLASSIC - l'ennstal Classic è uno dei rally di automobili classiche più prestigioso
d'Europa.
25. VALORE DI BUSINESS CHOPARD A LIVELLO
GLOBALE
• Chopard - 14 filiali estere, 1500 punti vendita e 145 boutique di
proprieta.
• Fanno 650 milioni euro di fatturato mondo.
• In Italia - 35 milioni di euro, circa il 5% del fatturato, con cinque
negozi - Venezia, Milano, Firenze, Roma e Bologna. Più uno in
franchaising a Napoli.
27. CARTIER
Fondata nel 1847 a Parigi da Louis –Francois Cartier, noto produttore di
gioielli e orologi. Fa parte del gruppo Richemont.
Punti di forza:
1. Esclusivo
2. Qualita` eccellente
3. Alta fedeltà alla marca nel
segmento premium
4. Tradizionale
5. Personalizabile
Punti deboli:
1. Small target
2. Alta competitivita`
28. Chaumet
Una casa francese di gioelli e orologeria.
Fontada nel 1780 da Marie – Etienne Nitot.
Chaumet nel 1999 e stata acquistata dal gruppo LVMH.
Punti forti
• Alto Savoir Fair
• Alto heritage
• Clean style
Punti deboli
1. Scarso sviluppo collezioni uomo
2. Devalutazione del brand per prezzi piu`
accesibili
29. Bulgari
fondata nel 1884 a Roma, appartenente del gruppo LVMH dal
2011. Nel setore del lusso: la gioielleria, l` orologieria , la
profumeria,la pelletteria e l- industria alberghiera. Bulgari e`
sostenuta da 300 boutique.
• Punti di forza:
1. 230 punti vendita al mondo
2. Buoni canali distributivi
3. Varieta` di prodotti
• Punti deboli:
1. Disegni e accessori sono
facilmene copiati
2. Perdita di esclusivita`
30. Van Cleef e Arpels
Punti di forza:
1. Alta manifatura
2. Forte E – commerce
3. tempi di consegna veloce
4. Celebrita` internazionali
• Punti deboli:
1. deve concentrarsi i paesi in
crescita come la Cina, l'India
2. Forte concorenza
3. Mercato limitato
31. Posizionamento del Brand vs Competitors:
Cartier
Chopard
Bvulgari
CLASSICO/TRADIZIONALE
INVESTIMENTO
DESIGN/MODERNO
Van Cleeff
GIFT/OCCASIONE
Chaumet
32. STRATEGIA DI SVILUPPO IN ATTO:
1. DIVERSIFICAZIONE del Business: Investe in
2. RIPOSIZIONAMENTO : Punta all’Asia e USA
3. CONCENTRARE: l’ offerta dei prodotti nei 4 monomarca : New York,
Miami, Las Vegas, Los Angeles
- HOTELLERIE: acquista la società UHP
-OCCHIALERIA: uomo, donna
-PORCHE E MILLE MIGLIA
-ZAGATO: collaborazione esclusiva con questo designer
di automobili di lusso
33. Analisi SWOT:
Punti di forza:
• i valori di Chopard si riflettono nei prodotti.
• Alta qualita`
• Alto heritage
• partner ufficiale del festival festival di Cannes
Opportunita`:
• il marchio è ancora per esplorare pienamente il
suo potenziale nello sviluppo delle economie.
• il marchio può estendere la sua immagine
glamour per ottenere maggiore visibilità.
• Su misura piano media per raggiungere a destra
target, banner ad alto impatto.
Debolezza:
• a causa di loro segmentazione, hanno
un pubblico limitato
Minacce:
• falso rende portando la stessa marca di vendita
nei mercati neri
