Hermès Costume Jewellery: The excellence of luxury at an affordable price
Référence :
KEDGE-MA-019(GB)
Langue
Type
Etude de cas
Catégorie
Marketing
Collection
KEDGE Business School
Auteur(s)
Résumé
Bénédicte shares the values of the Hermès Brown: timelessness, serenity, wisdom, joie de vivre, excellent know how but also the innovative aspect that sometimes shakes things up. Bénédicte always buys high-quality items that she can wear every day and which reflect her lifestyle and social status. She is very sensitive to the aesthetics of these products.
Bénédicte has decided to spoil herself and drops into the Hermès store on rue du Faubourg Saint-Honoré. Today she wants to buy a Hermès jewellery accessory... How will the brand win her over?
Bénédicte has decided to spoil herself and drops into the Hermès store on rue du Faubourg Saint-Honoré. Today she wants to buy a Hermès jewellery accessory... How will the brand win her over?
Objectifs pédagogiques
- Make learners aware of the different strata on the luxury goods market and increase their knowledge of luxury brand management.
- Understand how luxury marketing can be used for more accessible offerings.
- Develop a marketing skill set: analyse brand values and brand image, draft a positioning statement, analyse marketing policy and particularly the fit between distribution channels and social networks.
- Understand how luxury marketing can be used for more accessible offerings.
- Develop a marketing skill set: analyse brand values and brand image, draft a positioning statement, analyse marketing policy and particularly the fit between distribution channels and social networks.
Mots-clés
Luxury - Brand management - Marketing strategy - Marketing mix - Distribution channel -
Social networks
Social networks
Public
Management schools, Universities, Executive Education
Secteur d'activité
Manufacture of jewellery, bijouterie and related articles
Caractéristiques particulières
- PPT : Debriefing to project for students (29 slides)
- PPT : Commented debriefing for trainers (29 slides)
- PPT : Commented debriefing for trainers (29 slides)
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Année de la problématique :
2016
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
13 avec 14 page(s) annexe(s)
Temps d'utilisation :
plus de 3 heures (3 to 4 hours)
Code du secteur d'activité :
19 - Industrie du cuir et de la chaussure
Note pédagogique :
Oui (8 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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Produits pédagogiques liés ...
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KEDGE-MA-019
Etude de cas
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Bijoux Fantaisie Hermès : l'excellence du luxe accessible |
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