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Case
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Reference no. 9B20AC055
Simplified Chinese language
Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 2020
Version: 2020-07-02
Length: 9 pages
Data source: Field research

Abstract

This is a Simplified Chinese version. The case discusses the opportunities and challenges faced by Lladro SA (Lladro), a Spanish luxury porcelain brand, when marketing itself in India in 2019. Lladro was known for its high quality, artistic, and handcrafted porcelain pieces created in its workshop in Valencia, Spain. In India, Lladro had gained popularity among high net-worth individuals and corporate executives through its 'Spirit of India' series of sculptures featuring Hindu gods and goddesses in porcelain. However, with the changes in the luxury paradigm the company was striving to reorient the brand as a lifestyle luxury brand with a focus on functionality in its product offerings. The case raises questions about the future direction the brand should take in India without risking its prestige status. What strategies should Lladro adopt to target specific buyers in India? Would the company benefit from its expanding product portfolio or run the risk of diluting its exclusive luxury image with this growing product portfolio?

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.
Location:
Size:
Medium
Other setting(s):
2019

About

Abstract

This is a Simplified Chinese version. The case discusses the opportunities and challenges faced by Lladro SA (Lladro), a Spanish luxury porcelain brand, when marketing itself in India in 2019. Lladro was known for its high quality, artistic, and handcrafted porcelain pieces created in its workshop in Valencia, Spain. In India, Lladro had gained popularity among high net-worth individuals and corporate executives through its 'Spirit of India' series of sculptures featuring Hindu gods and goddesses in porcelain. However, with the changes in the luxury paradigm the company was striving to reorient the brand as a lifestyle luxury brand with a focus on functionality in its product offerings. The case raises questions about the future direction the brand should take in India without risking its prestige status. What strategies should Lladro adopt to target specific buyers in India? Would the company benefit from its expanding product portfolio or run the risk of diluting its exclusive luxury image with this growing product portfolio?

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Location:
Size:
Medium
Other setting(s):
2019

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