Subject category:
Marketing
Published by:
OMNES EDUCATION Group
Length: 34 pages
Data source: Field research
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Abstract
This case not only deals with the launching of a new product (a unisex bracelet) in one of the most famous French Luxury jewellery brands, Mauboussin, but it also sets the debate on whether luxury brands are wise - or not - to offer products at relatively low prices. The student will thus need to decide whether or not such a marketing approach is appropriate given the competitive environment and brand policy, and make recommendations regarding product concept (name, design, materials used) as well as marketing strategy (pricing, communication and distribution).
Subject category:
Marketing
Published by:
OMNES EDUCATION Group
Length: 17 pages
Data source: Field research
About
Abstract
This case not only deals with the launching of a new product (a unisex bracelet) in one of the most famous French Luxury jewellery brands, Mauboussin, but it also sets the debate on whether luxury brands are wise - or not - to offer products at relatively low prices. The student will thus need to decide whether or not such a marketing approach is appropriate given the competitive environment and brand policy, and make recommendations regarding product concept (name, design, materials used) as well as marketing strategy (pricing, communication and distribution).
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Subject category:
Marketing
Published by:
OMNES EDUCATION Group
Length: 17 pages
Data source: Field research