ladurée strategy case
DESCRIPTION
I. Brand Analysis II. Brand Extension projectTRANSCRIPT
I. Brand AnalysisInternational Licensing & Brand Extensions
BRAND ANALYSIS History according to three men
1862
Louis Ernest Ladurée create a bakery
16 rue Royale, Paris
Second Empire
Napoleon III and Hausmann build a prestigious Paris
Café are more and more numerous and luxurious
Ladurée’s wife combine cake shop and café
It’s one of the first tearoom
1950 - 1960
Pierre Desfontaines invents Le Macaron Ladurée
It’s the main product of the brand
Born in Europe in Middle AgeMacaron has hundreds of recipes
Early XXth century
Women in Paris abandonlitterature’s salons
They are going with men to exihitions and tearooms
The 50s - 60s
After war is over quality food (butter) is back
Cooks and pastery cooks reinvents recipes
The 90s
Luxe industry create a real boom
Marketing and strategieincrease value
1993
David Holder Starts up Ladurée
Holder Group promotes and extends Ladurée in Paris and around the world
BRAND ANALYSIS 15 years of extension
France, Paris, Champs Élysées
1997
France, Paris, Printemps
France, Paris, Rue Royale
2002
France, Paris, Rue Bonaparte
2005
UK, London, Harrods
2006
Switzerland, Genova
2007
UK, LondonSwitzerland, Lausanne
2008
Japan, GinzaJapan, Nihonbashi
France, Paris
2009
Japan, Nagoya
France, Versailles
France, Paris
Ireland, Dublin
Germany, Zurich2010
Italy, MilanEmirates, Dubai
Liban, Beyrouth
LuxembourgTurkey, Istanbul
Koweit, Koweit city
2011
UK, LondonFrance, Paris Airport
USA, New York City
2012
Qatar, DohaFrance, Paris Airport
Japan, Shinjuku
Sweden, Stockholm
1862
Total 48
Paris 8
Japan 6
UK 4
2013
Australia, Belgium, Singapour, Monaco, Maroco, Corea, Brasil, China…
Shops today
BRAND ANALYSIS Competitors
Shops 39
France 20
Japan 16
Germany 2
Shops 34
France 10
Japan 10
Hong Kong 5
Shops 31
France 14
Japan 12
UK 2
BRAND ANALYSIS Visual identity : old roots
Second Empire Style L’Ange Pâtissier
1871Ceiling of 16, rue Royale painted by Jules Chéret
1850s - 1920sGreat Success among the Bourgeoisie
BRAND ANALYSIS Visual identity : Packaging
L’Ange PâtissierPleasure to Open the Box Pleasure to make Gifts
BRAND ANALYSIS Visual identity : Architecture
Second Empire Style
BRAND ANALYSIS Visual identity : outside
Green and Gold Typical 19th French shop Magical products presentation Great entrance
1. See & Recognise 2. Identify quality food 3. Desire for tasting 3. Get in
BRAND ANALYSIS Visual identity : Long Counter
Showcase for smalls and talls
1. Visual choice 2. Efficent Service
Cakes as jewels …
Anywhere the same feeling to be in Ladurée
New York shop
BRAND ANALYSIS Visual identity : tearoom
Salon Second Empire Style
1. Get in an other time 2. Read the Menu 3. Enjoy
Elegant book Refined Crockery
BRAND VALUE Coherence : « Fabricant de douceurs » (sweets maker)
CORE BUSINESS : Food Macaron Cakes Tearoom Épicerie fine Restaurant Receptions
EXTENSION : Women Home : perfumed candles Accesories : bags Book : cuisine Clothes : Tshirts Beauty : maquillage
BRAND VALUE Differentiation : Strong identity
Excellence Handmade Work 19th French style
PRODUCT VALUE Production : Handmade quality
Parisian’s Lab
50 000 macarons per day80 000 macarons per day (Chrismas time)
Every day in every Ladurée
Food is cook with fresh products
BRAND ANALYSIS Occasion of use : Core Business
Macarons - Cakes1,5 - 6 !
Products - Gift 45 - 150 !
Restaurant 30 - 45 !
Restaurant Private use+ 150 !
Event+ 1,000 !
Tearoom12 - 18 !
BRAND ANALYSIS Occasion of use
Macarons - Cakes1,5 - 6 !
BRAND ANALYSIS Occasion of use
Tearoom12 - 18 !
BRAND ANALYSIS Occasion of use
Restaurant 30 - 45 !
BRAND ANALYSIS Occasion of use
Products - Gift 45 - 150 !
BRAND ANALYSIS Occasion of use
Restaurant Private use+ 150 !
BRAND ANALYSIS Occasion of use
Event+ 1,000 !
BRAND EXTENSION News products
Merchandising Clothes
2001
Home
2007
Books
2006 2010
Maquillage
2008
BRAND EXTENSION Co-Branding : communication
LANVINLOUBOUTIN
TSUMORI CHISATOMATHEW WILLIAMSON
JOHN GALIANO…
DISNEYHELLO KITTY
DOG…
Fashion Kids
BRAND EXTENSION Co-Branding Sephora+
Why Sephora ? Selective distribution of perfume and cosmetics
Created in France in 1973, impressive developpement since 1997 (LVMH group)
What ? Beauty products
Bath, perfume, make up…
BRAND EXTENSION Co-Branding Uniqlo+
Why Uniqlo ? Unique Clothing : Unisex casual wear store
Created in Japan in 1985, conception, fabrication and distribution
What ? Clothes
T-shirts, accessories…
BRAND EXTENSION Distribution
Resellers 68
France 26
Italy 7
USA 6
Total 48
Paris 8
Japan 6
UK 4
Total 1k
Europe 640
North America 240
Chine 60
Total 1k
Japan 794
China 177
South Corea 90
Others…
Food Make up Clothes
T-shirts, accessories…Bath, perfume, make up…Pastry, chocolate, restaurant…
BRAND EXTENSION Targated consumer : Women
WOMEN seduced by : Femine pleasures Cakes and sweets Cute atmosphere Making gifts Events organisation
Idealistic woman Trendy Parisian Carefull mother Sofiscated gourmet
PRODUCT VALUE Fashion Communication
Louboutin2009
Fashion Magazine Fashion Ad
Plastik2012
PRODUCT VALUE Soft Communication
Cinema Product Visibility
Sofia Copolla’s Marie-Antoinette2006
Royal Wedding : Monaco 2011
Event Special Edition
Gossip girls2009
TVProduct Visibility
PRODUCT VALUE Communication : Message
Happyness Paris Excellence
II. Brand Extension Project
&
home in french
*
Armani
2000
Kenzo
1991
BRAND EXTENSION PROJECT Trend : fashion to home design
Ralph Lauren
1983
BRAND EXTENSION PROJECT Trend : Interior market developpement
Coccooning
People spend more and more time home
Decoration
People spend more and more money for their home
BRAND EXTENSION PROJECT Partner analysis : Core business
Lifestyle products
Global Interior Designer
Fabrics and wall paper Furniture
BRAND EXTENSION PROJECT Partner analysis : co-branding
The Royal Collection
Pillow : 140 - 180 US$
Ralph Lauren Christan Lacroix William Yeoward
Pillow : 140 - 190 US$ Pillow : 90 - 140 US$Pillow : 220 - 380 US$
BRAND EXTENSION PROJECT Partner analysis : diffusion
AMERICA
CanadaUSA
MexicoBrasil
ArgentinaChile
UK & EireFrance
BelgiumItalySpain
Portugal
GermanyAustria
NetherlandPolandTurkeyRussia
ASIA
IndiaSingapour
ChinaAustralia
EUROPE
Resellerstrought 23 countries
BRAND EXTENSION PROJECT Joint venture co-branding
Provides :
French Second Empire Style
Graphics and colors
Brand Value : Luxury
Coherent interior collection
High quality products
Luxurious positionning
International distribution
Provides :
Interior design Know-How
International Distribution Network
BRAND EXTENSION PROJECT Product value : development
&
Products Design
Second Empire Style
Graphics and colors
Coherent identity
Production Distribution Interior Design Installation
Showrooms & ResellersLadurée Architects network
- Custumer’s architect
Ladurée workers network-
Architect’s workers
Quality raw materials
Quality control
Cost saving
International network
Reputation established
Efficient stock managing
Architect as a partner
Quality interior
Lifestyle products
Great and luxurious interior
Workers as partners
Quality finishing details
Long term interior
a Ladurée interior can be selected by Ladurée for their Ad campaigns
Ladurée’s gifts can motivate custumers and architects
BRAND EXTENSION PROJECT Targeted consumer
Upper class consumers Architects and interior designers
Seduced by :
Luxurious and harmonious interiors
High quality product
Unique interior
Fast Installation Service
Seduced by :
Easy interior conceptionglobal design with many options
Time savings Online tools of selection products
Network of professionals
Interior Resellers
Seduced by :
Complete interior to sellwith progressive prices
Time savings Fast stock delivery
Network of professionals
BRAND EXTENSION PROJECT Communication
Upper class consumers Architects and interior designers
Professional magazines
Profesionnal events : design weeksDifferentiation with food and home collection
Profesional network : Architects certified Ladurée
Internet : photos as inspirationsfind trought sharring and blogging
Fashion and lifestyle magazines
Ladurée shops as a showcase and brochures
Interior resellers : highlight spot
Internet : photos as inspirationsfind trought sharring and blogging
Interior Resellers
BRAND EXTENSION PROJECT Final considerations
Differentiation with strong atmosphere and identity
Visibility in main cities around the world
Two worldwide brands adding value to each other
Deep knowledge of quality products and interior’s market
Distribution established in 25 countries
People are charmed by Ladurée interiors
Ladurée’s style has an important commercial value
