Shivan and Narresh, growing luxury markets in and out of India
Référence :
GI0007(GB)
Langue
Type
Etude de cas
Catégorie
Management International
Sous-catégorie
Label Atlas-AFMI
Résumé
Atlas-AFMI Label "recommended of pedagogical interest"
Shivan & Narresh is typical of the new fast growing luxury brands from India. Created by two smart and ambitious young designers in 2010, it met great initial success in India, promoting beachwear to a target of wealthy Indian women previously deprived from the experience of wearing such garments. Profoundly innovative and traditional, the brand has a unique personality. Sustaining fast growth at home and contemplating international markets is a primary concern for young Indian luxury brands. However, the specificities of Indian consumer behavior for a very culture-bound product, question the capabilities of the firm to attract non-Indian consumers abroad.
Shivan & Narresh is typical of the new fast growing luxury brands from India. Created by two smart and ambitious young designers in 2010, it met great initial success in India, promoting beachwear to a target of wealthy Indian women previously deprived from the experience of wearing such garments. Profoundly innovative and traditional, the brand has a unique personality. Sustaining fast growth at home and contemplating international markets is a primary concern for young Indian luxury brands. However, the specificities of Indian consumer behavior for a very culture-bound product, question the capabilities of the firm to attract non-Indian consumers abroad.
Objectifs pédagogiques
- To expose students to the realities of the luxury sector in India characterized by unmatched unique and complex features compared to other luxury emerging markets (China, Russia, the Emirates...).
- To develop students' creative capabilities in building the personality of a young Indian luxury brand.
- To evaluate students' competencies in terms of international marketing analysis and strategic decisions to be made to grow abroad.
- To develop students' creative capabilities in building the personality of a young Indian luxury brand.
- To evaluate students' competencies in terms of international marketing analysis and strategic decisions to be made to grow abroad.
Mots-clés
Made in India, Indian retailing, luxury branding, Shivan & Naresh, international marketing strategy, marketing in emerging markets, international business
Public
M1, M2 et mastères spécialisés - MBA et Executive MS - Formation continue
Secteur d'activité
Luxury
Caractéristiques particulières
This case is enriched by a detailed teaching note including a 34-slide debriefing.
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Année de la problématique :
2015
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
29 avec 9 page(s) annexe(s)
Temps d'utilisation :
3h00 (de 1h30 à 3h)
Code du secteur d'activité :
17 - Industrie textile
Note pédagogique :
Oui (13 pages)
- incluse
Montant :
Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
Licence :
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.
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