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Ladurée

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by

Victoire Bi

on 6 December 2013

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Transcript of Ladurée

Ladurée
Bakery house created in 1862 that invented the macaroons

The Holder Group, bought Ladurée in 1993 to promote and enlarge the institution

Today they have a turnover of 80 million euros (2/3 comes from macaroons)

Ladurée is present in 24 countries with 54 shops.



8p's
Performance
Pedigree
Paucity
Persona
Public figures
Placement
Public relations
Pricing
SWOT
Chinese Market
China: Background
China is still ruled by the communist party (CCP), 70 million members, controls at all levels of power, and owns the land of the financial system
Citizens with revenues above average, crave to discover other countries and enjoy their liberty as their occidental neighbors
China consumer’s demand of luxury goods is increasing despite the global economic slowdown.

PEST ANALYSIS
Porter's five forces
Strategy
Launch Event
Objectives
Ansoff Matrix
Size and scope of launch
Open one shop in Shanghai

In the IFC Pudong Mall

Opening expected in may 2014
STP Analysis
Segmentation
Targeting
Position
Income and probability to buy
Upper middle class
A luxury “French Macaroon”, providing a unique experience, taste and quality.
Short term:
increase the brand awareness of Ladurée that may not be known by all Chinese.

Adapt the range of product depending on the Chinese preferences.

The shop will have to be profitable within three months.

Ladurée will also project to have 30% regular customer base in order to create brand loyalty.

Long term:
open one more shop in the city (not in the mall) and to include a teahouse like in Paris.

Conclusion and recommendations
WHEN
May/June: weather and tourists
WHO
Invitation only: Personalized invitation with a box of Ladurée's macaroons delivered.

Sophie Marceau brand ambassador

Chinese celebrities and rich people
WHERE
Mr and Ms Bund

One of the prettiest view of the city

Restaurant entirely redocarated for the event (macaroons on the wall)

Ambiance of dream, chic and fairy.
WHAT
Inflatable macaroon that they will put on the Huang Pu river just opposite to the bar terrace





Firework on the bund at the end of the event (11pm), “Ladurée” will appear in the sky at the end
WHY
WOW event that will create brand awareness and generate desire to go to the shop therefore it will boosts the sales of Ladurée’s store in Shanghai.
Be careful with the Chinese administration and foresee long-term negotiations.

They should find a trustworthy partner

Do some advanced research on their rights in the country

They should be aware of counterfeiting problems

They should get feedback from Chinese customers in order to tailor their supply and communication.

References
Global reach of China Luxury, KPMG study, 2013
The McKinsey Chinese Luxury Consumer survey 2012 p.26
Hurun Report, Chinese Luxury Consumer Survey 2012
http://www.societe.com/societe/patisserie-e-laduree-572045540.html
http://www.globaltimes.cn/NEWS/tabid/99/ID/707874/Shanghai-population-surges-to-2347-million.aspx
http://www.mckinsey.com/insights/marketing_sales/tapping_chinas_luxury-goods_market
http://www.pcworld.com/article/2044521/chinas-internet-users-grow-to-591-million.html
http://www.chinadaily.com.cn/business/2012-04/16/content_15059705.htm
http://www.capital.fr/enquetes/succes/laduree-le-vuitton-du-macaron-694846
http://www.capital.fr/enquetes/strategie/avec-ses-macarons-laduree-adopte-les-codes-du-luxe-874793
http://www.rts.ch/video/info/journal-19h30/4041668-fr-le-fabricant-des-macarons-laduree-inaugure-son-centre-de-production-mondiale-en-gruyere.html
http://blogs.lexpress.fr/styles/bec-sucre-parigot/2013/04/08/laduree-un-macaron-qui-ne-tourne-pas-rond/
http://www.groupeholder.com
http://www.laduree.com/douceurs/histoire-de-la-maison.html
http://www.societe.com/societe/patisserie-e-laduree-572045540.html
http://luxurysociety.com/articles/2013/01/does-it-make-a-difference-to-consumers-if-a-brand-is-premium-or-luxury
Full transcript