This report analyses the skincare brand La Prairie based on theoretical concepts around luxury brand management. It also features a brief analysis of Sweden's potential as a market for luxury goods and proposes a launch strategy for the brand's skincare products in this market.
As it is practically impossible to be the only supplier of certain product category in today’s globalised market place, this definition emphasises the importance of creating a unique position for the luxury brand that makes consumers perceive it as incomparable to potential competitors. With regards to portraying an image of superiority in terms of scarcity, sophistication and good taste, Kapferer and Bastien introduce the “Anti-Laws of Marketing” to be followed in luxury branding, which mainly aim at building and maintain the brand’s equity by evoking impressions of the brand’s offerings being highly exclusive and desirable.
By following the majority of these anti-laws, superpremium beauty brand La Prairie has managed to establish itself in a position that implies superiority across many international markets.
Taking into account the importance ascribed to a strong global presence by Chevalier and Mazzalovo in terms of the “radiance” aspect of brand equity, it seems curious that the brand has not yet launched in Sweden’s lifestyle and tourism hub Stockholm. The city boasts two high-end department stores (NK and Ahléns) which would be fitting locations for the brand’s store-in-store concept.
Table of Contents
1. Introduction
2. Terms of Reference
3. La Prairie’s Marketing
3.1. The Luxury Brand Marketing Mix
3.2. Brand Strategy
3.2.1. Global Presence
3.2.2. Exclusivity
3.2.3. Brand Extensions
3.2.4. Forward integration of activities
3.2.5. Leveraging PR to enhance brand image
4. The Swedish market for superpremium skincare
4.1. Positive external factors for La Prairie
4.1.1. Changing Attitudes
4.1.2. Tourism to Stockholm
4.1.3. Ease in expansion to a European market
4.2. The Swedish core target
4.3. Competition in the Swedish market for superpremium skincare
4.4. La Prairie’s SWOT is the Swedish market
4.4.1. Strengths and Opportunities on the B2B level
4.4.2. Existing knowledge
4.4.3. Appealing brand attributes
4.4.4. Weaknesses and Threats
5. Adapting the La Prairie Brand to the Swedish market
5.1. Marketing Communications in Sweden
5.1.1. Pre-Launch
5.1.1.1. Press
5.1.1.2. Outdoor
5.1.2. Launch
5.1.2.1. The Launch Event
5.1.2.2. Beautybox
5.1.3. Post-Launch
5.1.3.1. Press
5.1.3.2. Mobile App
6. Conclusions and Recommendations
6.1. Conclusions
6.2. Recommendations
Bibliography
Appendices
- Quote paper
- Charlotte Brodtkorb (Author), 2012, Introducing Skincare by La Prairie to the Swedish Market, Munich, GRIN Verlag, https://www.grin.com/document/448964
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