The document outlines a presentation about the Lacoste brand. It discusses the company's vision, mission, history, manufacturing locations, brand ambassadors, distribution network, product range, competitors, and a case study solution for Lacoste China. The presentation also includes a business analysis section covering trends, market positioning, pricing strategy, and SWOT analysis.

1. Team Members
Muhammad Rafay
Malik Danish
Bilal Afridi
Mustafa Srwar

2. LACOSTE
YOUR STYLE IS OUR MISSION

3. PRESENTATION OUTLINE
- VISION - MISSION
- INTRODUCTION - SCIENCE BEHIND LOGO
- BUSINESS VALUES - MANUACTURING COUNTRIES
- BRAND AMBASSADORS - DISTRIBUTION NETWORK
- GLOBAL PRESENCE - PRODUCT RANGE
- COMPETITORS - CASE STUDY AND SOLUTION
- BUSINESS ANALYSIS

4. VISION
Our primary goal is to be the leader in the premium
casual wear market. We are dedicated to achieving
this ambition in the years to come.
MISSION
Our mission is to make LACOSTE a unique casual luxury
brand embodying elegance such as Frenchness.

5. INTRODUCTION
Lacoste is a French clothing company, founded
in 1933 by tennis player René Lacoste and
André Gillier. It sells clothing, footwear, perfume,
leather goods, watches, eyewear, and most
famously polo shirts.
History of Green Crocodile Logo
- The company can be recognized by its green crocodile logo. René Lacoste,
the company's founder, was nicknamed "the Crocodile" by fans because of
his tenacity on the tennis court.
- Bet for crocodile-skin suit case in France Davis Cup, 1923

6. Business Value
Two LACOSTE products are sold every second
around the globe.
The brand achieved a turnover of 2 billion euros
in 2015 which was remarkable.
Leading Manufacturing Countries
They don’t manufacture their products and outsource all their product from different
companies who can fill their performance benchmark
The leading countries of manufacturing Lacoste products are below,
 France
 Thailand
 China

7. Brand Ambassadors
Rene Lacoste (Founder)
Andy Roddick & French star Richard Gasquet
Novak Djokovic (Present)

8. Distribution Network
 1200 Shops in
 120 Countries
 11 Online Stores
 10,600 Wholesale Points of Sale
 10,000 Dedicated Associated Members

9. Global Presence
* NORM: NORTH AMERICA * LATAM: LATIN AMERICA
* EMEA: EUROPE, MIDDLE EAST & AFRICA * ASIA

10. Product Range
#For Men #For Women #For Kids
 Clothing
 Shoes
 Accessories
 Leather Goods

11. Competitors

12. Business Challenge
LACOSTE China needed to identify
those stores performing to their full
potential and those with room for
improvement. It recognized that
the first step was to benchmark
performance between different stores
and types of store and then regularly
measure key performance indicators
(KPIs).
Solution
• Experian FootFall Clarity
Counting System
• Experian FootFall Interactive
Reporting
• Experian FootFall Managed Data
Services

13. Experian Footfall
Footfall Ltd was founded in 1991 by John Gallagher and Brian Barnes. The company initially
sold hardware solutions and designed to measure pedestrian flows within UK shopping centers.
The company evolved into a provider of information services based on pedestrian flow.
Footfall systems are installed in 37 countries with customers primarily in the retail and retail
property industries. In December 2005 Experian purchased Footfall Ltd at a cost of 36 million
GBP. Experian Footfall is a product of Experian PLC. Experian sold the company to Tyco
International in 2015 for £38.5 million. It now trades as ShopperTrak.

14. Business Analysis
 Trend Setter
 USP (Unique Selling Proposition)
 Market Positioning
 Target Group
 Target Specific Market
 Target Audience
 Pricing Strategy
 SWOT Analysis

15. Internal Environment
Strengths
 The brand is very famous for its plain polo’s in multiple colors
 Well known for tennis and golf clothes
 The brand has a very rich clientele in the sports fraternity
Weaknesses
 Main focus is to provide for tennis and golf players.
 Not as popular with mainstream fashion.
 A lot of their products are geared around sports and summer weather.

16. External Environment
Opportunities
 To possibly expand to other sports
 Extend their range to products suited for other seasons
 Demand for Lacoste’s products are Increasing in the Asia-Pacific region significantly
Threats
 Other sporting companies in terms of general sportswear. E.g Nike, Adidas
 Seasons other than summer
 The company has lost significant market share to other brands

17. Recommendation
 They should try to focus and sponsor on other sports like Cricket and Football.
 Try to capture market share by introducing products for all seasons.
 Try to involve in Olympics games.
 Formal area has to be discovered.
 Lacoste’s business is 85% tops (polos, oxfords, V-neck T’s) so they have a big
opportunity to extend offerings “below the waist” with pants, jeans, skirts. Etc