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Luxury Brand management
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International Luxury Marketing and Brand management
CLASS PREPARATION : -1 : Visit a luxury store of your choice and analyse the following aspects :....
DURATION : 6 hours
PROFESSOR : Michaëla MERK, manager, Merk-Vision & Partners CV
Previous professional experiences :
Marketing Manager for Marionnaud/ AS Watson (In charge of the Skincare & Makeup Category/ Marionnaud Own Label Product Développement),
L’Oreal Luxury Goods Division (6 years) :
— Operational Marketing for the brand Helena Rubinstein ( French Market )
— Travel Retail Marketing Europe (=Duty Free Market) for the brand Biotherm
— International Trade Marketing Manager for the brand Biotherm
Diploma :
— MS Marketing Management ESSEC (1998/99)
— International Business, specialization on Asia (German Businss School)
Professor in luxury goods marketing/ distribution marketing for ESSEC, Celsa, Beida University China (Peking)
SEMINAR OBJECTIVES
Obtain a good insight into the luxury goods market, its sectors, challenges and marketing strategies in an international context.
CONTENT
Definition and classification of the luxury goods market
Analysis of the consumer behaviour
The challenges in luxury business
Key success factors and marketing strategies in luxury goods
marketing
The current trends for luxury brands
— Focus : The selective market (= luxury cosmetics market)
COURSE LANGUAGE : English
ANIMATION
Case Studies + Presentation
Team Work
Films
EVALUATION CRITERIA
Participation (50%)
Case Study (Quality of presentation + Content)
CLASS PREPARATION : CASE STUDY for International Luxury Goods Marketing – Brands and Beauty
Your task :
1 : Visit a luxury store of your choice and analyse the following aspects :
— External appearance of the store
— Welcome
— Service
— Merchandising (product display)
— Price
— General impression
— What could be improved ?
2 : Describe your ideal luxury store. All means of representation are allowed (pictures, drawings, words …)
Group size : average 5 students Total number of Groups : max 6 Presentation : average 10 minutes
(Master Marketing Paris Dauphine- 2008)