Le luxe : définitions et analyse
Dissertation - 5 pages - Marketing luxe
Avant d'entrer dans le vif du sujet, une première interrogation semble à l'ordre du jour : comment peut-on définir le luxe ? Comment peut-on définir une notion si abstraite ? Existe-t-il un luxe ou des luxes ? Contrairement à ce qui est constamment affirmé dans l'univers du luxe, le...
Business Plan - Luxury Perfumes
Business plan - 3 pages - Marketing luxe
This report examines the company Ghislaine which is currently undergoing a crucial problem regarding its liquidity, thereby calling for the implementation of new strategies to address this issue. Also discussed are the marketing and distribution strategies of Ghislaine perfumes. We are uncertain...
A bubble story: there is on quote to know about the Champagne: "It is the King of wines and the wine of the Kings
Fiche - 2 pages - Marketing luxe
The wine tradition in Champagne is quite old, it began during the era of the Romans. They planted the first vines. Also fossils have been founded in Epernay (the Capital of Champagne), that over a million years ago wild vines flourished naturally in that area. After the Roman time the vineyard of...
Veuve Clicquot Ponsardin in "Wines and Champagne" market
Étude de cas - 15 pages - Marketing luxe
Champagne belongs to the "Wines and Champagne" market. This market is constituted of numerous actors which are the wine growers, the Houses of Champagne and the cooperatives. These actors are at the same time suppliers and competitors on the Champagne industry but also on the grape industry, the...
Brand management of Mumm
Étude de cas - 10 pages - Marketing luxe
The House of G.H. Mumm was founded in 1827 by George Hermann Mumm and is today the third-largest champagne producer in the world, with more than 8 million bottles sold each year. Around 60% of the company's sales are credited to exports. GH Mumm is found in more than 100 countries worldwide...
Les jeunes et le luxe : l'étude qualitative terrain
Dissertation - 14 pages - Marketing luxe
Nous avons fait le choix d'une étude qualitative car il s'agit ici de comprendre les comportements et les motivations des jeunes face aux produits et marques de luxe. Il s'agit de découvrir, derrière les opinions relevées, quels sont les attitudes et les comportements des jeunes face au luxe et...
Marionnaud - Risks and Opportunities that a Potential "Repreneur" Needs to Take Into Consideration for a Good Development
Étude de cas - 3 pages - Marketing luxe
Marionnaud is the first company in perfume business in France (with more than 20% of the market share in the French market) and the second in Europe. The company places customers on the center in accordance to the company's interests. Mr Frydman heads the company. He is very close to its...
L'industrie horlogère
Fiche - 1 pages - Marketing luxe
L'industrie horlogère a été largement dominée par la Suisse à partir du 19e siècle, et ceci durant 150 ans. L'industrie horlogère Suisse remonte environ au milieu du 16e siècle et s'est principalement concentrée dans la région de Genève, puis développée vers le Jura. C'est aux horlogers suisses...
"Recessionista": Tartuffe of crisis times?
Dissertation - 6 pages - Marketing luxe
As coined by Recesssionista: Trends on a budget, University Daily Kansan, November 20th 2008, ?With the economy in the gutter, fashionistas have been forced to reform their ways, because spending a fortune on clothes is out, and discount is in.' This sentence rings as a recessionista's...
Etude du secteur de l'aviation d'affaires
Analyse sectorielle - 21 pages - Marketing luxe
Document: Etude du secteur de l'aviation d'affaires, 28 pages Extrait: Le secteur de l'aviation d'affaires représente un segment très important de l'aviation en général. Apparue au début des années 60, aujourd'hui cette activité de nature commerciale permet de...
L'industrie du luxe peut-elle devenir un exemple de business éthique ?
Dissertation - 14 pages - Marketing luxe
Le concept du luxe est la concrétisation des désirs inconscients de l'homme caractérisé par une constante : la rareté (Dictionnaire Larousse). L'éthique représente toutes les actions en faveur de l'environnement d'un point de vue productif et moral mais également toutes les mesures qui défendent...
Louis Vuitton marketing strategy and the emerging luxury market in China
Étude de cas - 19 pages - Marketing luxe
Louis Vuitton (LV) is the world 1st luxury brand and the leading brand of the LVMH group created in 1987, which was the 1st world group for luxurious goods' production and distribution. LVMH, ?16.5 billion sales worldwide in 2007 (+7.7%), is far ahead of the competition with revenues three...
Le secteur du luxe
Fiche - 6 pages - Marketing luxe
Dans l'Europe médiévale, le luxe était associé à la décadence. Pour les érudits et les clercs, le déclin et la chute de toutes les civilisations antiques (les cités grecques, la Perse, l'Egypte des Pharaons, l'Empire Romain…) étaient dus à la débauche morale des élites oisives corrompues par...
Market evolution of luxurious products and service
Étude de marché - 8 pages - Marketing luxe
The global luxury goods market has today, reached a peak. “We estimate the market of new luxury products and services to be $400 billion, growing at an annual rate of 15 percent” says Silverstein. According to Keane & McMillan (2004) “spending on luxuries (in Britain) has...
Le marketing du luxe
Dissertation - 20 pages - Marketing luxe
Le marketing peut se définir de diverses façons : Il consiste notamment à identifier les besoins humains et sociaux, puis à y répondre. Une de ses définitions les plus courtes consiste à dire qu'il "répond aux besoins de manière rentable". L'association américaine de marketing propose...
Brand study of Louis Vuitton
Étude de cas - 25 pages - Marketing luxe
Asian market is a very good opportunity since the Chinese market today is the third one in terms of luxury (12% of sales), behind Japan (41% of sales) and the USA (17%). What is more, Indians doubled their buying power between 1999 and 2003. Another point that needs to be explained in the...
L'Oreal, a current-globalized firm but which remains faithful to his ruts and western values of origin though
Étude de cas - 15 pages - Marketing luxe
Like all Asian women, I like having a very fair skin, explains a woman Chinese in front of a L'Oreal stand. With irreproachable make-up and applied fringe, this young music professor, native of the province of Shandong takes advantage of her holidays and roams the department stores of a big...
Promotion - Channel 5
Étude de cas - 57 pages - Marketing luxe
The new segment called 'Young and Mysterious', is a segment that presents great opportunities and potential customers for Chanel n°5. A research can help better define a message, that will appeal this segment and a medium will assure effective sales. This marketing analysis will be led,...
Yves Rocher
Étude de cas - 3 pages - Marketing luxe
Yves Rocher, a French company is one of the best and my favourite companies. It's one of the biggest cosmetics companies in Europe; European women love the products because they use only botanical ingredients. So, I will be introducing the Yves Rocher Group in the first part and the Yves Rocher...
Luxury class in Singapore Airlines
Étude de cas - 2 pages - Marketing luxe
Singapore Airlines is a respected travel brand around the world. The company is known for providing quality customer care and service. It spans all the five continents. Recently, Singapore Airlines decided to buy 19 new A380s, the biggest plane flying so far. These planes can carry more than 800...
Landtsheer Emmanuel S.A. Vs Comite Interprofessionnel du Vin de Champagne
Étude de cas - 20 pages - Marketing luxe
De Landtsheer SA , a Belgian company, produces and markets several varieties of beer under the trade mark "Malheur.? In 2001 it launched a beer under the name "Malheur Brut Réserve?, which was brewed using a process based on the production method for sparkling wine and which it wished to brand as...
Boosting sales of the Nespresso System
Étude de cas - 9 pages - Marketing luxe
Nespresso is the result of an innovation process that started inside the Nestle Company: a new idea of coffee that combines the quality of an espresso coffee and the convenience of the use of capsules. The process of launching this product inside a big company like Nestle was not an easy one....
Nespresso's strategy
Étude de cas - 14 pages - Marketing luxe
How Nespresso made it to turn a basic product into a luxury one through its CRM strategy? Drinking coffee is such a common habit that brands always offered all the elements to enjoy this beverage at home; the coffee, the machine, the filters… As a result, the quality and taste can never...
Les Lolitas : un Eldorado pour les marques de cosmétiques de luxe ? (2007)
Dissertation - 48 pages - Marketing luxe
« Moi je m'appelle Lolita Collégienne aux bas Bleus de méthylène Moi je m'appelle Lolita Coléreuse et pas Mi-coton, mi-laine Motus et bouche qui n'dit pas A maman que je Suis un phénomène Je m'appelle Lolita Lo de vie, Lo aux amours diluviennes… » En 2000, c'est avec ces...
El mercado de la estetica en Francia
Analyse sectorielle - 8 pages - Marketing luxe
La medicina estética existe en Francia desde hace más de 30 años. El “savoir faire” francés nació en los años setenta, y el país ha siempre sido considerado como el faro de Europa en medicina estética gracias a su imagen de calidad. Cada año, se realizan más de 450.000 actos de...
Etude de marché: Cartier (2005)
Fiche - 5 pages - Marketing luxe
Tout d'abord, il faut rappeler que la joaillerie se définit comme l'art de mettre en valeur des pierres à partir de métaux précieux et l'horlogerie se rapporte à la conception et à la production de montres. Considéré comme l'un des secteurs les plus anciens du luxe, le secteur HBJO (haute...
L'Oreal crisis scenario (2006)
Étude de cas - 31 pages - Marketing luxe
This summary has been provided to allow top managers and executives at L'Oreal a rapid appreciation of the content of this report. Those with a particular interest in the crisis scenario management and communication may read the report to take advantage of the more comprehensive description of...
Haute couture in Paris
Dissertation - 7 pages - Marketing luxe
"Haute couture" is the professional sector in which fashion designers practice. Haute Couture is a French term. In English, it means high fashion. "Couture" refers to sewing, and "Haute" refers to high, or elegant. An haute couture costume is hand mane in order to fit the client perfectly. It...
Tiffany vs. Bvlgari
Étude de cas - 45 pages - Marketing luxe
Jewelry sector is the largest in the luxury goods industry with global retail sales amounting to $150 billion. US.representing the biggest market of $ 43 billion. Within the luxury industry, the following jewelers are the major players: Tiffany, Cartier, under parent company Richemont, Bvlgari...
La Chine, nouvel eldorado du luxe ?
Dissertation - 6 pages - Marketing luxe
"Il y a cinq ans, les maisons de luxe étaient entre 20 ou 30. Aujourd'hui, tout le monde est là et leurs réseaux en Chine continentale sont de plus en plus importants". Cette citation de Jacques Penhirin, du cabinet de management McKinsey consulting, témoigne de l'explosion récente du...
