INESE VEVERE

OUTLINE

•History•Concept•Business Strategy•Marketing Mix•Positioning•Target Customer•CBBE Pyramid•SWOT•Competitors•References

HISTORY

1858-1898

1900s

1920s

1930s

1980s

1960s

1950s 1970s

1990s

2000s

CONCEPT AND UNIQUENESS

•Appeal to high-end customers

•Small quantities

•Stones of the highest quality

•RJC's member certification

•Spectacular designs

•Haute couture

BUSINESSSTRATEGY

•Rousing the passion of sensual desire

•Heritage of enthusiastic stories and myths

•New approach to the market

•More personal,

more passionate

and less superficial

level of service•Individual legacy

•EXPLOITING THE NEW WEALTH OF THE GENERATIONS WITH HIGH LUXURY AWARENESS AND TASTE

MARKETING MIX

PRODUCT

•NECKLACES•PENDANTS

•BRACELETS•BROOCHES•CUFFLINKS•EARRINGS

• RINGS• WEDDING JEWELRY

• WATCHES• PERFUMES (18 EDITIONS)

• SUNGLASSES

PRODUCT

•HAND-MADE HAUTE-COUTURE

•COLOR•FLORAL MOTIFS•ANIMAL MOTIFS

•PEACOCK FEATHERS•SNAKES

•CUSTOMIZED JEWELRY

PRICE BOUCHERON PRICE RANGE :

RINGS FROM 2.000 EUR UP TO 30.000 EUR

EARRINGS FROM 4.000 EUR TO 41.800 EUR

NECKLACES FROM 12.000 EUR TO 1.000.000 EUR

BROOCHES FROM 5.000EUR TO 10.400 EUR

PLACE

• SELECTIVE DISTRIBUTION•50 BOUTIQUES•OVER 100 CERTIFIED RETAILERS WORLDWIDE•ON-LINE BOUTIQUE

PLACE

• AUBERGINE AND GOLD COLOUR

PALETTE AND AFFLUENT WOODEN

DÉCOR

PROMOTION

• PUBLICITY WITH CELEBRITIES

•COLLABORATION WITH VERTU• LIMITED EDITIONS• WEB-SITE• FASHION

MAGAZINES

POSITIONING

DISTINCT

IMAGE OF AN ICONIC FRENCH WOMAN

GOLDEN AGE

PRIVILEGED

ULTRA-LUXURIOUS

TARGET CUSTOMER

TARGET CUSTOMER

• HNWI• Jet-Setters

• International shoppers

• Business sector• Celebrities

• Sheiks• Urban areas

CBBE PYRAMID

ResonanceHigh Customer

LoyaltyPersonal attachment

SalienceLow Awareness,

More Depth than Breadth

PerformanceHigh Performance,

High Durability,Distinct Logo

JudgementQuality,

LuxuryProduct

ImageryIndividualistic,Stylish Image

FeelingUnique,Exciting,Trendy,Status Conscious

SWOT ANALYSIS

SRENGTHS• MASTERPIECE OF

DESIGN AND CRAFTSMANSHIP

• INNOVATIVE BRAND

• STRONG REPUTATION

• GLOBAL EXPANSION

• CUSTOMER SERVICE

• CONTROL OF QUALITY

WEAKNESSES

•EXTREMELY HIGH PRODUCTION PRICE

•LIMITED ACCESS AS DISTRIBUTION IS EXCLUSIVE AND LIMITED

•NOT ENOUGH PRACTICAL PROMOTION AND ADVERTISING

OPPORTUNITIES•EMERGING MARKETS

•COLLABORATION WITH OTHER BIG BRANDS

CHANGE OF CONSUMER LIFESTYLE

THREATS•INCREASING QUALITY OF COMPETING PRODUCTS

•COUNTERFEITING

•GLOBAL ECONOMY

COMPETITORS

COMPETITORSMAPPING

PRICE

REPUTATION

VARIETY IN DESIGN

QUALITY

COMPETITORSRESULTS

PRICE REPUTATION

VARIETY IN DESIGN

QUALITY

http://luxurysociety.com/articles/2012/01/the-latest-boutiques-burberry-bally-boucheronhttp://www.luxury-insider.com/luxury-news/2010/03/boucheron-jewellery-show-at-mandarin-oriental-hkhttp://en.wikipedia.org/wiki/Boucheronhttp://www.verybest.com/cat/49/jewelry/235/2/http://jewelhistory.com/2010/10/27/in-and-around-town/http://www.mycompanion.cz/en/list/boucheron-paris-boutiquehttp://www.jewelrypublisher.com/boucheron-jewelry/new-boucheron-jewelry-collectionhttp://www.madeinjewelry.com/boucheron-inspiria-jewelry-vision-of-the-circus-51/http://fr.caratime.com/tendances/article/55/Belles-of-the-Ball--Gaite-Parisienne-by-Boucheron/printhttp://www.lussorian.com/luxury/comments/the-boucheron-la-maison-du-chocolat-chocolate-snake-600000/2008-07-03/http://www.lussorian.com/luxury/comments/the-boucheron-la-maison-du-chocolat-chocolate-snake-600000/2008-07-03/http://www.fashionforjewelry.com/house-of-boucheron-and-marc-newson-create-math-inspired-jewellery/http://www.howdoshop.com/boucheron-eyes-china-conquest/http://elitechoice.org/2009/06/11/the-chamleon-ronde-collection-from-boucheron-gives-vent-to-the-whims-of-the-fairer-sex/http://fashionjewellries.blogspot.fr/2010/08/boucheron-new-series-of-animal-jewelry.htmlhttp://luxelore.com/Luxury-Jewelry-Collections/Boucheronhttp://www.verybest.com/cat/49/jewelry/235/1/

REFERENCES