Luxury Management
PROJECT 1 Brand managment
Project objectives Understand the dynamics of brand management as a tool for luxury companies growth. Analyze brand DNA and Codes Study the assigned brand evolution and history and identify possible brand extensions and growth opportunities.
Project rules Random Brands assignment Group’s size and diversity Min 8 Max 10 components Min 2 nationalities Presentation rules Max 20 minutes Max 15 charts + backups Powerpoint or PDF
Presentation Scheme Short Brand Evolution Introduction Brand Assessment Current Brand Portfolio Analysis Positioning Economics DNA and Codes identification Outline major storytelling topics Identify Mid Term (5Ys) Potential Brand Portfolio Evolutions Recommend best options Identify Risks and Opportunities Suggest the Brand Strategy (Brand Extention, New Brand, etc)
Brands & Categories Jewels Watches Moet Chandon Loro Piana Accessories Yachts Autos Hotel & restaurants Home furniture Fragrances Cosmetics Fashion Apparel Shoes Other services Moet Chandon Loro Piana Cartier Sotheby’s Rolex Chanel Patek Philips Loewe Berluti
Groups Group 1 Loro Piana Group 2 Cartier Group 3 Sotheby’s Group 4 Loewe Group 5 Chanel Group 6 Rolex Group 7 Patek Philippe Group 8 Berluti Group 9 Moet Chandon
DEADLINES All the project must be send via e-mail within Oct 15th Presentations will take place Oct 16th Group 1 Loro Piana Group 2 Cartier Group 3 Sotheby’s Group 4 Loewe Group 5 Chanel Oct 19th Group 6 Rolex Group 7 Patek Philippe Group 8 Berluti Group 9 Moet Chandon