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
Research Objectives and Themes
This report investigates the strategic feasibility of introducing the superpremium cosmetics brand La Prairie to the Swedish market, specifically focusing on Stockholm, to determine how brand communication and launch activities can be adapted to resonate with the local consumer profile.
- Analysis of the luxury skincare market and competitive landscape in Sweden.
- Evaluation of the target demographic based on income, age, and lifestyle factors.
- Development of a culturally adapted marketing communication plan.
- Integration of event management and digital strategies to support a market launch.
Excerpt from the Book
1. Introduction
According to Chevalier and Mazzalovo (2008) a luxury brand may be defined as “a selective and exclusive (…) (brand) that (…) is almost the only brand in its category, giving it the desirable attribute of being scarce, sophisticated and in good taste.” (p.vii)
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 (Kapferer & Bastien, 2008).
With regards to portraying an image of superiority in terms of scarcity, sophistication and good taste, Kapferer and Bastien (2008) introduce the “Anti‐Laws of Marketing” (see Appendix A) 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.
Summary of Chapters
1. Introduction: Defines luxury branding through scholarly frameworks and outlines the rationale for expanding La Prairie into the Swedish market.
2. Terms of Reference: Specifies the origin and academic purpose of the report within the International Events Management program.
3. La Prairie’s Marketing: Applies the 8P model of luxury branding to La Prairie and identifies key pillars of its global brand strategy.
4. The Swedish market for superpremium skincare: Analyzes the market growth, external socio-economic factors, and defines the demographic profile of the potential Swedish target segment.
5. Adapting the La Prairie Brand to the Swedish market: Proposes a specific marketing communication plan split into pre-launch, launch, and post-launch phases to effectively penetrate the Swedish market.
6. Conclusions and Recommendations: Synthesizes the findings and advises on future retail expansion and product portfolio adjustments for the Swedish region.
Keywords
La Prairie, luxury branding, superpremium skincare, Swedish market, market entry strategy, brand equity, luxury communication, event management, consumer behavior, Stockholm, marketing mix, corporate social responsibility, brand ambassadors, beautybox, retail expansion.
Frequently Asked Questions
What is the core focus of this research paper?
The paper examines the strategic potential and practical requirements for introducing the luxury cosmetics brand La Prairie into the Swedish market, with a focus on Stockholm.
What are the primary themes discussed in the analysis?
The research covers luxury brand theory, market segmentation, competitive analysis, and an integrated marketing communications plan for brand entry.
What is the main objective of this study?
The goal is to determine the feasibility of opening a La Prairie counter in Stockholm and to provide actionable recommendations for adapting brand communication to Swedish consumer preferences.
Which scientific methodology is utilized in the paper?
The author utilizes a combination of literature reviews, secondary market research (data from Euromonitor, etc.), and event management frameworks to formulate a strategic market entry plan.
What topics are covered in the main section of the report?
The main sections analyze the luxury brand marketing mix, the specific characteristics of the Swedish market, and a three-phase communication strategy (Pre-Launch, Launch, Post-Launch).
What are the key terms that characterize this work?
Key terms include luxury branding, market entry, superpremium skincare, brand equity, and event-based marketing.
How does the author propose to address the "luxury shame" prevalent in Sweden?
The author suggests focusing communication on the functional quality and natural ingredients of the skincare products, while utilizing discreet and inconspicuous marketing methods to minimize social stigma.
What role do "salient ambassadors" play in the launch plan?
Salient ambassadors and social influencers are targeted to serve as opinion leaders who can generate organic, credible visibility for the brand within their specific social circles.
- Citation du texte
- Charlotte Brodtkorb (Auteur), 2012, Introducing Skincare by La Prairie to the Swedish Market, Munich, GRIN Verlag, https://www.grin.com/document/448964
