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Transcript of 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.
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.
Porter's five forces
Size and scope of launch
Open one shop in Shanghai
In the IFC Pudong Mall
Opening expected in may 2014
Income and probability to buy
Upper middle class
A luxury “French Macaroon”, providing a unique experience, taste and quality.
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.
open one more shop in the city (not in the mall) and to include a teahouse like in Paris.
Conclusion and recommendations
May/June: weather and tourists
Invitation only: Personalized invitation with a box of Ladurée's macaroons delivered.
Sophie Marceau brand ambassador
Chinese celebrities and rich people
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.
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
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.
Global reach of China Luxury, KPMG study, 2013
The McKinsey Chinese Luxury Consumer survey 2012 p.26
Hurun Report, Chinese Luxury Consumer Survey 2012