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Marketing Mix of Prada
- 1. Submitted by: Shahrina Yeasmin ID:171-111-001
- 2. Contents • About Prada •History Timeline • Company Goal • Target Customer • Positioning
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- 4. HISTORY TIMELINE Mario Prada opensin Galleria Vittorio Emanuele II, Milan. 1913 Prada is appointed “Official Supplier to the Italian Royal Household”. 1919 Prada launches a special type of nylon – fine and as precious as silk. 1950 Prada’s granddaughter, Miuccia and Tuscan businessman Patrizio Bertelli take over the company. 1977 Launch of Prada’s first women footwear collection. 1979 New store opened in Via della Spiga, Milan. 1983 Stores opened in New York and Madrid, followed by London, Paris and Tokyo. 1986 Prada runs its first women’s collection at its headquarters in Milan. 1988 “Milano Prada Arte”/”Fondazione Prada” project is born. 1993 Bertelli creates the “Prada Challenge for the America’s Cup 2000” 1997 START New headquarters between via Bergamo and via Fogazzaro underway. 1999 Launch of the sunglasses and optical eyewear collection by Prada. 2000
- 5. Opening of thefirst Prada Epicentre on Broadway, New York. Prada takes control of Car Shoe. 2001 Prada opens its American Headquarters on 57th Street, New York. 2002 Agreement with PUIG Beauty & Fashion group for fragrances and Luxottica for eyewear. Opening of second Prada Epicentre in Aoyama, Tokyo. 2003 Opening of third Prada Epicentre in Beverly Hills, Los Angeles. Premiere of “Waist Down” in the Tokyo Epicentre then New York and LA. 2004 Prada presents the short film “Thunder Perfect Mind” adapted from Jordan Scott’s poem of the same name to launch Prada’s new fragrance. 2005 Miu Miu becomes part of the official calendar of Paris’ Pret-a-Porter runway. Launch of Prada’s first masculine fragrance. 2006 Launch of Prada’s phone by LG – the first phone with an entirely “touch” screen. 2007 Prada presents “Trembled Blossoms”, an animated imaginative short film inspired by the Spring/Summer collection. 2008 Presentation of the “Prada book”. Seoul hosts the Prada Transformer – a futuristic rotating building which holds four different events (art, cinema, fashion and culture). 2009 Launch of “Prada Made in…” collection. Collections are hand- made in local workshops. Prada is one of three official partners of the Italian Pavilion at the 2010 Expo of Shanghai. 2010 FINISH
- 6. Company Goals • Tobe a leading fashion label and sell high end products worldwide. • To make PRADA products not only a brand but a piece of art. • To provide exceptional customer service and cutting edge technology.
- 7. • Prada, representsthe best of Italian culture and tradition, sophisticated style an uncompromising quality. • Miu miu, characterized by its avant-garde, sensual and provocative style, which seeks to evoke a luxurious sense of freedom. • Church, remains a recognized leader in the men’s handmade luxury footwear industry. characterized by its classical style and sophisticated English elegance based on the combination of fine leather and high-quality craftsmanship. • Car Shoes, suited for leisure time and informal occasions, Car Shoe products are targeted at a sporty and elegant client.
- 8. Target customer 1. Peoplewho pursue high-quality goods 2. Who can stand for innovations 3. Affluent customers who are willing to spend more than most
- 9. Positioning The term 'positioning'refers to the consumer's perception of a product or service in relation to its competitors. Sophisticated and trendsetting goods Leading the high fashion trend Rare and valueble materials and sophisticated manufacturing techniques The PRADA brand exhibits: • Elegance • Chic • Prestige • Social Rank Consumers buy PRADA when: • New fashion trends • Change of season PRADA consumers expect: • High Quality • Class and wealth • Luxury
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Editor's Notes
- #4 About Prada: Prada was founded by Mario Prada in 1913 in Milan, Italy as a luxury fashion house located at Galleria Vittorio Emanuele II. Prada mainly specializes in handbags, shoes, ready-to-wear, travel accessories, perfumes and other fashion accessories. They now operate in eyewear, mobile phone and fragrance sectors as well. The business started off as just a handbag brand but later expanded as Mario Prada’s granddaughter Miuccia Prada joined the company in 1970 introducing new varieties like clothing lines and shoes under the brand. She later met Patrizio Bertelli in 1977, married him a few years later and together they kept bringing introducing new chic lines like the ready-to-wear, narrow belts and dropped waistlines categories in the existing brand portfolio but always maintained its quality, sophistication and luxury amongst its customers. Miuccia started targeting younger generation setting new trends under the Miu Miu brand. Prada’s popularity thus skyrocketed owing to its fabrics, colors and clean lines.
- #8 Prada, represents the best of Italian culture and tradition, sophisticated style an uncompromising quality and, as one of the most innovative fashion brands, it is capable of re-defining“the norm”, always anticipating and often setting new trends Miu miu, characterized by its avant-garde, sensual and provocative style, which seeks to evoke a luxurious sense of freedom and intimacy with attention to detail and high quality Church, remains a recognized leader in the men’s handmade luxury footwear industry. characterized by its classical style and sophisticated English elegance based on the combination of fine leather and high-quality craftsmanship Car Shoes, suited for leisure time and informal occasions, Car Shoe products are targeted at a sporty and elegant clientele