PROJECT BY Smruti Thakkar MBA in Luxury Brand Management
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Executive summary The presentation includes the story & culture of Ladurée. Understanding the Brand' DNA & its heritage , Ladurée is not limited to macarons. Ladurée have managed to create 4 new segment in Laduée's history. Ladurée have always believed in diversification & expansion without loosing his roots & culture. After studying the brand's code , i think Ladurée should not stop to launch new segments . After my research i suggest ladurée to launch a new segment of jewellery " joaillerie de Ladurée " . And apart from the new segment , i suggest 5 new locations for Ladurée to develop in North America in near 5 years.
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Table of Contents Executive summary ...................................................................................................... (2) Introduction of Ladurée ............................................................................................... (4-5) Brand codes................................................................................................................ (6)
Brands of ladurée......................................................................................................... (7-10) Brand identity Prism...................................................................................................... (11) Brand DNA ................................................................................................................... (12) Price Range ................................................................................................................. (13) Different Persona of Ladurée ...................................................................................... (14-15) Ladurée in different countries ..................................................................................... (16) Collaboration of ladurée............................................................................................ (17) Competitors of ladurée................................................................................................(18) SWOT Analysis ............................................................................................................ (19) Suggestion for brand extension ................................................................................. (20) About new brand ....................................................................................................... (21) Moodboard & Inspiration ...........................................................................................(22-23) Product.......................................................................................................................(24) Persona.......................................................................................................................(25) Price range of new product.........................................................................................(26) Target Place .............................................................................................................. (27) Distribution chanel......................................................................................................(28) Marketing campaign...................................................................................................(29) Suggestion on expansion of ladurée..........................................................................(30)
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Story of Ladurée
1862 Louis Earnest Ladurée created a bakery in Paris at Rue Royale.
1871 A
Pastry shop was created with the
inspiration from paintings & Garnier Opera House. With the idea of mixing luxurious parisian cafe & Pastry shop , the first tea room in the town was formed by Ladurée's wife , Jeanne Souchard. " Salon de thé " was created for a revolutionary women to gather and have pleasure.
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1950 The Macaron was created by Pierre Desfontaines , who first thought of joining two macaron shells with the ganache filling. It became an iconic product of Ladurée.
1993 David Holder & Francis Holder took over Ladurée and enlarged the house. David Holder expanded ladurée in various countries with increase in employees & Revenue.
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Brand codes
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Masion de ladurée Chocolates & Biscuit
Macarons
Pastries & cupcakes
Wine
Tea , Honey , Jam & caremel 7
Beauté Ladurée Tea set & Incenses
Home Fragrance
Scented Candles
Perfumed Ball
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Les Merveilleuses Ladurée Les Merveilleuses is a cosmetic branch by Ladurée especially for women . It has beautiful range of products like foundation powder , lip color, blusher , fragrances , skincare & other accessories . The essence of this brand is French history & espirit 9
LES SECRETS LADURÉE Les Secrets Ladurée was created by the demand of ladurée customers. It has completely new range of products which can be gifted and keep by the customers , which reminds them the feel of ladurée . It has beautful ladurée style stationary products like book , pen , pencils, keychain & tape.
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Physique E X T E R N A L I S A T I O N
Dreamy, Pastel colors , 18th century, Royal interiors ,
Picture of reciepient ----------------------------------------------------------------------------------
Brand identity prism
Personality Feminine , high quality delicate , elegant
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Relationship Loyalty , Trust , emotionally attached
Culture Sophistication , Luxury , French style
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Reflection Women , high standard of living , Girly
Picture of sender
Self image
I N T E R N A L I S A T I O N
Elegant & sophisticated 11
MISSION
VISION
To promote the art of french
Consolidate French Luxury in
Living
Food Industry
Brand DNA VALUES
POSITION
Quality , Original , aesthetic
Best quality , High price
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MAISON DE
LES
LADURÉE
MERVEILLEUSES
€- 6 € pastries & cake : 6€ - 70€ chocolates : 5€ - 78€
LADURÉE
macaron : 1.5
tea , jam , honey & caremel : 7
€ - 20€
the price range of laduree makup product is between
Price Range
40
€ - 140€
BEAUTÉ LADURÉE
LES SECRETS
€ - 55€ home fragrance : 50€ - 55€ Tea sets : 50€ - 98€
LADURÉE
candles : 45
The price range of books key chain & other product ranges between 7.5
€ - 40€
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PERSONA 01
PERSONA 02
Sex: women
Sex: Women
Age: 27
Age: 35
Income: 50,000
€/
Income: 70,000
€/year
year
Story : Her name is Victoria bartagian . She is french. She is finance manager in Luxury fashion house . She is single . She loves fashion & always keep her up to date with fashion. She works for 7 hours a day . She loves her job. She has good taste in food & wine. She loves hanging out with her friends . She explores new cafes & place . Her style & taste is classy , royale & Elegant. Her favourite place to hang out with her friends is Salon de thé . she loves the royal & ellegant feel of different rooms of salon de thé . On some special occasion or for small gatherings she book private room with Ladurée.
Story : Meet Vanessa Gordon , she is British and married to a french buisiness man. She is computer engineer & is working for international firm. She loves her family . She loves cooking & try new recepies. She loves desserts & so her daughter. Her daughter is a big fan of macarons by ladurée. So for any special dinner or occasion like Christmas , birthday or family gatherings , she first think to go to ladurée and buy different flavour macarons , pastries & cake . 14
PERSONA 03
PERSONA 04
Sex: Girl
Sex: Girl
Age: 22
Age: 16
Income: 8400
€+
Ddependent
Income: Dependent on family
on family
Story : Her name is maco mitsui . She is from Tokyo . She is student of Fashion designing. She is doing part time job to support her additional expense & mainly dependent on her family for her living. She loves cosmetic & fragrance . She is very girly & delicate. Her taste is pinky , elegant & beautiful . She loves the makeup range by Les Merveilleuses Ladurée. She loves merveilleuse by ladurée because of the the perfect radiant of color for her cheeks & eyes. She feel confident & beautiful wearing the makeup by ladurée.
Story : Meet Aashley ! She is living with her parents in Paris , and she is studying . She is big fan of Disney series , she have a barbie named Norah. She loves chocolates , pastries & macaron . She loves the box of macarons ladurée X Disney collaberation . Her fantasy is to buy every product having barbie or disney characters or ladurée macarons , She have macaron keychain , ladurée night suite & books having macarons . She is fond of collecting such products. 15
Ladurée wold AZERBAIJAN (1)
GERMANY (2)
PHILIPPINES (1)
Baku (1)
Berlin (2)
Manila (1)
CANADA (2)
IRELAND (2)
PORTUGAL (2)
Toronto (1)
Dublin (2)
Lisboa (2)
JAPAN (6)
QATAR (2)
Kyoto (1)
Doha (2)
Vancouver (1)
FRANCE(37)
THAILAND (1) Bangkok (1)
TURKEY (1) Istanbul (1)
UNITED ARAB EMIRATES (1)
Paris (14)
Tokyo (4)
Paris Charles de Gaulle (13)
Yokohama (1)
RUSSIA (2)
KUWAIT (1)
Moscow (2)
UNITED KINGDOM (6)
kuwait (1)
SAUDI ARABIA (2)
London (6)
Riyadh (2)
UNITED STATES (8)
SWITZERLAND (3)
Los Angeles (3)
Dubai (1)
Cannes (1) Megève (1) Monaco (1) Nice
(1)
Paris Orly (4) Saint Tropez (1)
LUXEMBOURG (1)
Versailles (1)
Luxembourg (1)
Miami (1)
GEORGIA (2)
MALAYSIA
TBILISI (2)
Kuala Lumpur (2)
Geneva (2) Lausanne (1)
New York City (2) Washington (2)
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COLLABORATION OF LADURÉE Ladurée is famous for its collaboration . it does time to time collaboration to refresh the brand and target new customers all over the world.
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LADURÉE'S BIGGEST COMPETITORS Ladurée is the first one to invent macarons & first one to discover Luxurious & beautiful tea rooms in the world , so it is original & has a rich heritage but now there are few competitors in the market who are doing innovations in macarons & pastries.
Pierre Hermé
Pierre Hermé is considered to be the biggest competitor of Ladurée in Paris as it is known for its innovation pastries & macarons . Pierre Hermé's iconic product is Cake & macaron. Unlike Ladurée , pierre Hermé does not only focus on macaron but also cake & pastries. The price is almost same like ladurée. Currently pierre Hermé is giving tough competition to ladurée through its innovation.
Dalloyau
Dalloyau was discovered by Louis XIV in 1682 before french revolution. Dalloyau is known for its expertise & quality in Pastries , chocolateries , ice-cream & macarons. It has a rich heritage and elegant tea room like ladurée. Dalloyau is known for its opera cake , lolipop , macaron & 18 chcolate lace.
STRENGTH
WEAKNESS
- Iconic Product ( Macaron) -Rich Heritage
- No more innovation
- Originality
- Overpriced
- Strong Brand Code
- Girly look
-High quality -Priciples
- Les Merveilleuses focused
- Fame across the globe
on only Asian market
-Diversity in products ( makup
- Feminine
range,clothing , stationary, candles,crockery
OPPORTUNITY - To develop globally - Growth in cosmetic industry
THREATS - Diminishing originality of Ladurée
- Growth in merchandising products - Develop new range of products & services
-competitors innovation -No other iconic product
(Jewellery, hospitality, interior decorator )
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LADURÉE EXTENSION After studying the SWOT Analysis of Ladurée, Ladurée has rich heritage & Strong brand image . According to my research & looking back into 2012 , where ladurée launched a complete new line " Les Mervilleuses " to capture Asian Market . I think it is time to launch a new line and capture a new segment of the market & again create a buzz in the market . Ladurée is already enjoying a good fame & market position so it is good time for laduée to launch another stream before loosing its market position.
Jewellery industry is growing day by day, and according to my research Ladurée has a good opportunity to enter the Luxury jewellery industry. Introducing a Jewellery collection with ladurée's merchandising macarons & pestel feel , could refresh the brand's history and can create a new segment of customers.
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joaillerie de Ladurée The Jewellery collection by laduree is inspired by women who are committed to making themselves sophisticated in an aesthetic manner and will give them great surprise and pleasure whenever they wear it. Joaillerie de Ladurée collection provides Timeless , inspiring , elegant & sophistication of 18th century. The collection is inspired by the French art of living & era of 18th century , where women's jewellery was a piece of treasure , which defines elegance & beauty. Ladurée is recreating the feel & elegance , by launching a timeless Jewellery collection .
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Inspiration
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PRODUCTS The theme of the collection
is Pastel
& elegant. The material used in the collection is natural stones , pearls & diamonds . Style of collection is combination of
Necklace Earrings Rings Pendant Bracellete
Rich heritage in modern Design.
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PERSONA Sex: women Age: 32 years Income: 85000
€/ year
Story Meet Tara Gibson & her daughter Nia Gibson. She is working an investor in a multinational company. Her husband is at CEO post in his company. She is fashionable & loves to shop luxury products. She loves hanging out with her daughter at salon de thé by Ladurée. She loves pastel colors & loves to cordinate with her daughter. She buy cute macaron earings in pastel shades for her daughter & an elegant pair of earings in pearls from joaillerie de Ladurée .
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PRICE RANGE The collection starts from
€80 and further depends on the design & material used.
€45 - €80 Earrings : €80 - €200 Necklace : €100 - €300 Rings : €80 - €150 Bracellete : €120 - €200 Pendant : €120 - €250
children collection :
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TARGET PLACE The First collection of joaillerie de Ladurée will be launched in Paris, connecting to its root of heritage. The first store will be opened in the prime location of paris. The shops of joaillerie de Ladurée will be opened next in Shanghai , Tokyo , Istanbul & Moscow.
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DISTRIBUTION CHANEL The collection will be available in the joaillerie de Ladurée Boutique . The collection can be directly purchase through its e-commerce website with shipping all over the world.
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MARKETING STRATEGIES Ladurée has managed to create a strong brand image through its parisian culture & artistic walls & interior. Ladurée believes in creating experience which you not only enjoy but also share it with your friends on social media. According to the brand image & brand identity for the marketing of Ladurée
, i think of creating a
campaign where the age of mother & daughter change but what remains the same is their feelings for each other .
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LADURÉE EXPANSION After studying current position of Ladurée , i think Ladurée need to target North america as it has good market for french pattiserie. People in North America adore the way french people have boulangerie & pattiserie. Because of Ladurée in USA people in america have understood the real culture of pattiserie . Currently there is only 8 outlets of Ladurée . According to my study, they should expand from 8 outlets to 13 in North america .
The locations of the new 5 Ladurée shop will be in
:
Chicago , Illinois (1) Boston, Massachusetts (1) Las vegas (1) Cancún, Mexico (1) Orlando , Florida (1) 30
Thank You