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.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Terms of Reference
- La Prairie's Marketing
- The Luxury Brand Marketing Mix
- Brand Strategy
- Global Presence
- Exclusivity
- Brand Extensions
- Forward integration of activities
- Leveraging PR to enhance brand image
- The Swedish market for superpremium skincare
- Positive external factors for La Prairie
- Changing Attitudes
- Tourism to Stockholm
- Ease in expansion to a European market
- The Swedish core target
- Competition in the Swedish market for superpremium skincare
- La Prairie's SWOT is the Swedish market
- Strengths and Opportunities on the B2B level
- Existing knowledge
- Appealing brand attributes
- Weaknesses and Threats
- Positive external factors for La Prairie
- Adapting the La Prairie Brand to the Swedish market
- Marketing Communications in Sweden
- Pre-Launch
- Press
- Outdoor
- Launch
- The Launch Event
- Beautybox
- Post-Launch
- Press
- Mobile App
- Pre-Launch
- Marketing Communications in Sweden
- Conclusions and Recommendations
- Conclusions
- Recommendations
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report aims to examine the potential for introducing La Prairie skincare to the Swedish market, specifically through a counter in Stockholm's luxury department store Ahléns. It focuses on how to adapt the brand image in marketing communications, especially the brand launch event, to resonate with the Swedish market. The key themes explored in this report include:- Luxury brand marketing strategies and their application to La Prairie
- The Swedish market for superpremium skincare and its potential for La Prairie
- Adapting brand communications to a new market
- Developing a successful brand launch strategy
- The importance of exclusivity and global presence in luxury branding
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction
This chapter defines luxury brands and highlights the importance of creating a unique position in the market. It discusses La Prairie's success in establishing itself as a superpremium brand and explores the potential for entering the Swedish market.Terms of Reference
This section provides background information on the report, outlining its purpose, author, and scope. It defines the research question and clarifies the report's objectives.La Prairie's Marketing
This chapter delves into La Prairie's marketing strategy, analyzing the elements of the luxury brand marketing mix and how they contribute to the brand's success. It examines the 8Ps model, including Pedigree, Persona, Placement, PR, Public Figures, Price, Product, and Promotion, and their application to La Prairie.The Swedish market for superpremium skincare
This chapter analyzes the Swedish market for superpremium skincare, highlighting potential opportunities and challenges for La Prairie. It discusses the changing attitudes towards luxury skincare, the role of tourism in Stockholm, and the competitive landscape within the Swedish market.Adapting the La Prairie Brand to the Swedish market
This chapter focuses on adapting La Prairie's marketing communications to the Swedish market. It outlines a strategy for pre-launch, launch, and post-launch activities, including media relations, events, and digital marketing.Schlüsselwörter (Keywords)
The report focuses on key concepts and terms related to luxury branding, including superpremium skincare, brand equity, marketing mix, brand positioning, target audience, global presence, exclusivity, brand extensions, market analysis, SWOT analysis, and brand launch strategies. These keywords highlight the core areas of focus and contribute to a deeper understanding of the report's objectives and themes.- Quote paper
- Charlotte Brodtkorb (Author), 2012, Introducing Skincare by La Prairie to the Swedish Market, Munich, GRIN Verlag, https://www.grin.com/document/448964
