Extracto
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
- Citar trabajo
- Charlotte Brodtkorb (Autor), 2012, Introducing Skincare by La Prairie to the Swedish Market, Múnich, GRIN Verlag, https://www.grin.com/document/448964
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