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SWOT, marketing mix, business strategy, target consumer etc
INESE VEVERE
OUTLINE
•History•Concept•Business Strategy•Marketing Mix•Positioning•Target Customer•CBBE Pyramid•SWOT•Competitors•References
HISTORY
1858-1898
1900s
1920s
1930s
1980s
1960s
1950s 1970s
1990s
2000s
CONCEPT AND UNIQUENESS
•Appeal to high-end customers
•Small quantities
•Stones of the highest quality
•RJC's member certification
•Spectacular designs
•Haute couture
BUSINESSSTRATEGY
•Rousing the passion of sensual desire
•Heritage of enthusiastic stories and myths
•New approach to the market
•More personal,
more passionate
and less superficial
level of service•Individual legacy
•EXPLOITING THE NEW WEALTH OF THE GENERATIONS WITH HIGH LUXURY AWARENESS AND TASTE
MARKETING MIX
PRODUCT
•NECKLACES•PENDANTS
•BRACELETS•BROOCHES•CUFFLINKS•EARRINGS
• RINGS• WEDDING JEWELRY
• WATCHES• PERFUMES (18 EDITIONS)
• SUNGLASSES
PRODUCT
•HAND-MADE HAUTE-COUTURE
•COLOR•FLORAL MOTIFS•ANIMAL MOTIFS
•PEACOCK FEATHERS•SNAKES
•CUSTOMIZED JEWELRY
PRICE BOUCHERON PRICE RANGE :
RINGS FROM 2.000 EUR UP TO 30.000 EUR
EARRINGS FROM 4.000 EUR TO 41.800 EUR
NECKLACES FROM 12.000 EUR TO 1.000.000 EUR
BROOCHES FROM 5.000EUR TO 10.400 EUR
PLACE
• SELECTIVE DISTRIBUTION•50 BOUTIQUES•OVER 100 CERTIFIED RETAILERS WORLDWIDE•ON-LINE BOUTIQUE
PLACE
• AUBERGINE AND GOLD COLOUR
PALETTE AND AFFLUENT WOODEN
DÉCOR
PROMOTION
• PUBLICITY WITH CELEBRITIES
•COLLABORATION WITH VERTU• LIMITED EDITIONS• WEB-SITE• FASHION
MAGAZINES
POSITIONING
DISTINCT
IMAGE OF AN ICONIC FRENCH WOMAN
GOLDEN AGE
PRIVILEGED
ULTRA-LUXURIOUS
TARGET CUSTOMER
TARGET CUSTOMER
• HNWI• Jet-Setters
• International shoppers
• Business sector• Celebrities
• Sheiks• Urban areas
CBBE PYRAMID
ResonanceHigh Customer
LoyaltyPersonal attachment
SalienceLow Awareness,
More Depth than Breadth
PerformanceHigh Performance,
High Durability,Distinct Logo
JudgementQuality,
LuxuryProduct
ImageryIndividualistic,Stylish Image
FeelingUnique,Exciting,Trendy,Status Conscious
SWOT ANALYSIS
SRENGTHS• MASTERPIECE OF
DESIGN AND CRAFTSMANSHIP
• INNOVATIVE BRAND
• STRONG REPUTATION
• GLOBAL EXPANSION
• CUSTOMER SERVICE
• CONTROL OF QUALITY
WEAKNESSES
•EXTREMELY HIGH PRODUCTION PRICE
•LIMITED ACCESS AS DISTRIBUTION IS EXCLUSIVE AND LIMITED
•NOT ENOUGH PRACTICAL PROMOTION AND ADVERTISING
OPPORTUNITIES•EMERGING MARKETS
•COLLABORATION WITH OTHER BIG BRANDS
CHANGE OF CONSUMER LIFESTYLE
THREATS•INCREASING QUALITY OF COMPETING PRODUCTS
•COUNTERFEITING
•GLOBAL ECONOMY
COMPETITORS
COMPETITORSMAPPING
PRICE
REPUTATION
VARIETY IN DESIGN
QUALITY
COMPETITORSRESULTS
PRICE REPUTATION
VARIETY IN DESIGN
QUALITY
http://luxurysociety.com/articles/2012/01/the-latest-boutiques-burberry-bally-boucheronhttp://www.luxury-insider.com/luxury-news/2010/03/boucheron-jewellery-show-at-mandarin-oriental-hkhttp://en.wikipedia.org/wiki/Boucheronhttp://www.verybest.com/cat/49/jewelry/235/2/http://jewelhistory.com/2010/10/27/in-and-around-town/http://www.mycompanion.cz/en/list/boucheron-paris-boutiquehttp://www.jewelrypublisher.com/boucheron-jewelry/new-boucheron-jewelry-collectionhttp://www.madeinjewelry.com/boucheron-inspiria-jewelry-vision-of-the-circus-51/http://fr.caratime.com/tendances/article/55/Belles-of-the-Ball--Gaite-Parisienne-by-Boucheron/printhttp://www.lussorian.com/luxury/comments/the-boucheron-la-maison-du-chocolat-chocolate-snake-600000/2008-07-03/http://www.lussorian.com/luxury/comments/the-boucheron-la-maison-du-chocolat-chocolate-snake-600000/2008-07-03/http://www.fashionforjewelry.com/house-of-boucheron-and-marc-newson-create-math-inspired-jewellery/http://www.howdoshop.com/boucheron-eyes-china-conquest/http://elitechoice.org/2009/06/11/the-chamleon-ronde-collection-from-boucheron-gives-vent-to-the-whims-of-the-fairer-sex/http://fashionjewellries.blogspot.fr/2010/08/boucheron-new-series-of-animal-jewelry.htmlhttp://luxelore.com/Luxury-Jewelry-Collections/Boucheronhttp://www.verybest.com/cat/49/jewelry/235/1/
REFERENCES