Brand Positioning: the Lacoste's case studies

Résumé du document

Jean Rene Lacoste was a famous French Tennis player during the early twentieth century and also a businessman. He started his own company ‘La Société Chemise Lacoste' (Lacoste, the Shirt Company) in 1933. In terms of marketing and communication the name Lacoste is well known for its positioning and re-positioning campaign. This article will help you to understand the major concerns of the brand position such as Lacoste.

Moreover, I have chosen this particular brand because Lacoste does not manufacture its products, it only takes care of maintaining its brand name, image, style and innovating new ideas for the products. Lacoste outsources its production part to a manufacturer or a licensed company. But Lacoste owns the entire brand name and can control all of its products. Another important point which should be mentioned is that, Lacoste is a family business. Infact, till this date Lacoste's family owns a major part of the company.

Extraits

[...] To enhance its corporate communication Lacoste had also create a Foundation René Lacoste to help young people in France or abroad to find their way thanks to sport. To conclude Today Lacoste is one of the leaders in the sportswear clothing market. Its turnover in 2004 was 660 million euros in progression of 10% comparing to 2003. Between 2003 and 2004 they have also rise their communication budget of 60%. More over its brand recognition is at its best, a study realized by COFREMCA SOCIODIVISION in 10 different countries point out a recognition rate of 73% for France). [...]

[...] Even if Lacoste had from the beginning diversified its clothing range, the core product has not changed a lot; it might have evaluated through times. Their core product is unique and inimitable. It represents all their value, and guide the other product to what they are. They are also led by a matter of quality. The based their entire product on a stronger quality than their competitors. Therefore Lacoste is a Sport Brands, all their products are for sportive men or women, from Tennis to Golf, going through Polo. It is therefore understandable, that even their accessories range is dedicated to sport. [...]

[...] The brand positioning strategy is one of them. One of the simplest definitions would be to compare the brand positioning to the brand image in the consumers mind (where everything is being set up). The brand image is a metaphorical aspect of a brand, what does the brand represent in the consumers mind? The brand positioning is based on this image, with the additional value: what does the brand represent more than the main competitors? The brand positioning is therefore the value of the brand in the consumer's mind compare to the value of the competitors' brand in the consumer's mind. [...]

[...] The First Lacoste Positioning Before the 90's Lacoste had a particular positioning on the market. We will compare the strategy adopted before the 90's and after their re-positioning thanks to marketing mix of the brand Lacoste. This part is more focused on a particular situation at a particular time. Not all the information are given, only the ones helpful to understand their actual brand positioning. Production, Licensing The brand was using almost every time a new clothing licensor for each country. [...]

[...] Brand Positioning: the Lacoste's case studies Table of contents Table of contents 2 What is Brand Positioning? 2 Lacoste in Numbers 3 History: The most important changes in Lacoste's life 4 The First Lacoste Positioning 5 The main problems faced at the end of the 90's 7 The Lacoste re-positioning 8 To conclude: 10 Bibliography: 11 Appendice: Example of Lacoste Communication Campaign 12 René Lacoste has been well known for his Tennis' score in the beginning of the 20th century. [...]