This briefs about how the local boy become the world's famous designer It also explains you SWOT analysis and the Marketing mix.

1. E
L
I
E
S
A
A
B

2. CASE FACTS
 Elie Saab started the company at the age of 18 with the opening of one atelier having 10
employees in Beirut.
 His product line at that time included luxurious evening gowns and wedding dresses.
 The vision of Elie Saab was to become a fashion designer for high end consumers
 Used different forms of alliances for their expansion i.e. strategic alliance with Tatweer
properties to develop signature hotels in Dubai, Oceanic to design three big yachts
 Strengthen his position as the premier luxury brand for celebrities and royalty
 Used niche market for their expansion
 As of 2010 ES employed 150 employees at three locations i.e. Beirut, Paris and London.

3. WHAT IS ELIE SAAB BUSINESS?

4. TOTAL PRODUCT VIEW
EXCLUSIVITY
APPAERAL
ACCESORIES
PERSONALISED
SERVICE
LIFETIME
MAINTENANCE
CORE
PRODUCT
ACTUAL
PRODUCT
AUGUMENTED

5. STRENGHTS
 BRAND IMAGE
 CREATIVITY
 PERSONALISED SERVICE
 PRODUCT
CUSTOMISATION
 SOPHISTICATION
 STORE AMBIENCE
WEAKNESSES
 LESS GLOBAL
PENETRATION
 LEGAL ASPECTS FOR
HAUTE COUTURE
 LESS ADVERTISEMENT
BUDGET
OPPORTUNITIES
 IN ASIAN MARKETS LIKE, INDIA, CHINA & MIDDLE
EAST.
 TRENDY PRODUCTS IN RTW CATEGORIES.
THREATS
 SHIFT IN CULTURAL TRENDS
 ARISING COMPETITION
 OTHER SUBSTITUTES FOR RTW
CATEGORY.

6. SHOULD ES TARGET A NEW MARKET ?
Y
E
S

8. As there is less competition in the luxury industry
• The primary goal was to grow the brand in new and existing
markets while maintaining the brand exclusivity and position as one
of the few remaining established brands in haute couture.
• Over time, the number of haute couture’s were declined from 106
in 1946 to 15 in 2012 (source from spring summer 2012) and the
market share of RTW increases from 40% to 59% in the period of
2006-2008.
• They have to concentrate on the RWL and flagship companies who
are well established in their particular segments.

9. Marketing mix:
Products:
As they all well diversified into the women collection
They should diversifies it in to the men’s RTW collection.
They should be diversified their brands into different
segments to increase their global presence.
Price:
As we know the target market is wealthy people,
their price is affordable to the high class people.

10. Promotions:
Actually they need to invest more in the new market
areas to create their brand presence
Place:
There are many high end fashion areas in which their presence
has to be increased.
• Need for more global market presence .

11. THANK YOU