Post on 30-May-2015
2. Outline History Concept Brand strategy Marketing Mix Positioning Target consumer CBBE Pyramid SWOT Analysis Competitors Competitor mapping Competitor results Recommendations References 3. 19861914History 1918 199720011937With fabrics, we do what we can. 2012 1968Balenciaga does what he wants.Christian Dior 4. Concept Avant-garde clothing, handbags and accessories It is not easy to wear Balenciaga. It is above alla choice to wear Baliencaga. Nicolas Ghesquire 5. Brand strategy Reinforcing awareness thanks to a strong networkof stores Modernizing the brands heritage throughinnovation Re-branding through a new designer whilekeeping ties with the past 6. Marketing MixPRODUCT Innovative designs Foundersheritage Product range:Womens and menswear:Ready-to-wear, shoes,leathergoods and accessories,perfume, cosmetics, eyewear 7. Marketing Mix PRICE Luxury prices Price range:From 105 to 9,950 for womenFrom 85 to 1,795 for men 8. Marketing Mix PROMOTION PrintedadvertisingBillboards Online advertising Social mediaCelebrityendorsement Visual Merchandising 9. Marketing Mix: Place 21stores in 19 Europe11 storesstores in6 stores inin China Japanthe US7 stores in the Middle-EastAlso available from online retailers Net--Porter and Yoox E-commerce on Balenciaga.com 10. Positioning Historical fashion house Selective brand in terms of price and style Cutting-edge runway collections 11. Target consumer Customer type:Fashion-awareSelf-confidentWealthyIt-bag enthusiast Women between 16 and 55 Men between 20 and 55 12. CBBE Pyramid ResonanceJudgments ResonanceFeelings Salience Imagery Performance Luxury brand with high On top of classicismtrends Revamped forwardFashion High-fashion brandbreadth of brand Feelings JudgmentsCreativeawareness Sophisticated Innovationdaring Unique throughVisionaryLow and with a twist Bolddepth of brand Self-confident Wearable, experimentationStrong attachment Innovative Importance of heritage Iconicawareness Reinvented brandimageStrengthened Young UrbanPerformance styleImagerySalience 13. SWOT AnalysisSTRENGTHS Strong reputation and heritage Part of PPR group Important network of boutiques across the world Bloggers and fashion editors favorite Permanent lines of leathergoods 14. SWOT AnalysisWEAKNESSES Shift in designers Lack of recognisability Mostly seasonable products 15. SWOT AnalysisOPPORTUNITIES Converting to M-Commerce Entering other fashion-educated markets: Australia,Brazil, Canada, India Increase online presence and brand interaction 16. SWOT Analysis THREATS Extremely competitive market Volatile young customer base Slowdown in European, Chinese and Japaneseeconomies 17. Competitors 18. Competitor mapping PricePresence Expertise Range of products 19. Results PriceExpertise1. 1. 2. 3. 2. 3. 4.4. PresenceProduct range1.1. 2. 3. 2. 3. 4.4. 20. RecommendationsLaunch of an innovative smartphone app allowingonline purchases and brand interaction Futuristic, augmented reality store finder and city hotspots Enter Brazilian and Indian markets with Sao Pauloand Mumbai as test cities Extend successful sneaker line Diversify menswear products 21. References http://www.balenciaga.com http://www.balenciagafragrance.com http://www.ppr.com http://www.ppr.com/fr/DataUploadFiles/publications/7086/2_1_Luxe.pdf http://www.marni.com http://www.celine.com http://www.proenzaschouler.com http://www.selectism.com/2012/11/07/balenciaga-styled-look-by-dazed-and-confused-mag-1997-2012/ http://www.wepulse.com/concept-store/concept-store-balenciaga.htmlhttp://nymag.com/fashion/fashionshows/designers/bios/balenciaga/ 22. Referenceshttp://thisrecording.com/today/2011/1/19/in-which-cristobal-balenciaga-and-christian-dior-bring-a-new.htmlhttp://ragstostitchesseniorproject.blogspot.fr/2012/03/blog-post_21.htmlhttp://www.smets.lu/en/brands/balenciaga/http://www.fashionmodeldirectory.com/brands/cristbal-balenciaga/http://www.dazeddigital.com/fashion/article/15021/1/lightbox-balenciaga-by-nicolas-ghesquierehttp://www.e-storm.com/work/balenciaga/http://www.metmuseum.org/toah/hd/bale/hd_bale.htmhttp://www.pagesdigital.com/balenciaga-focus-market/http://www.cpp-luxury.com/balenciaga-makes-another-strategic-move-and-maintains-top-position/http://www.luxurydaily.com/balenciaga-calls-all-fashionistas-with-web-site-redesign/ 23. Referenceshttp://en.wikipedia.org/wiki/Balenciagahttp://www.interviewmagazine.com/fashion/nicolas-ghesquiere/#page2http://www.linternaute.com/video/8470/a-la-decouverte-de-cristobal-balenciaga/http://www.luxurydaily.com/?s=balenciagahttp://books.google.fr/books?id=Hemsvn9ZbRkC&pg=PA41&lpg=PA41&dq=balenciagas+competitors&source=bl&ots=8yexZG_RCO&sig=7t375rXFNFvW4axbLvScfpT6nkQ&hl=fr&sa=X&ei=x5V2UNOeMMfB0QXVmIHoAw&ved=0CF0Q6AEwBg#v=onepage&q=balenciagas%20competitors&f=falsehttp://www.fashionschooldaily.com/index.php/2011/04/11/five-things-i-didnt-know-about-balenciaga/http://wikifashion.com/wiki/Balenciaga