ASPREY STRATEGY IN FRANCEPALINA SUPEYEVA, ESP MBA INTERNATIONAL MARKETING AND COMMUNICATION STRATEGY

PRODUCT

High-end jewelry and watches. British Tradition and heritage (royalty & aristocracy)+

Creativity/Innovation = storytelling. Top quality & product customization. Signature: elegancy, precious materials, exclusive aesthetics

and outstanding craftsmanship. Mysterious production process, secret formulas to create a

”dream factor”. Iconic products that made the brand famous (diamond cut,

titanic necklace). Unique brand DNA features (sunflower, daisy). Sustainability.

MAIN FOCUS ON

PRICE

Top pricing (keeping its bar high and maintaining original pricing strategy).

High perceived product value by luxury consumers.

No discounts. All payment methods (online and

offline).

PLACE

Presence in Galeries Lafayette, Printemps and Bon Marche.

Opening a flagship on Place Vendome.

Presence at auctions. Retail – 70-80% (directly

owned store, department stores), 20% of wholesale (multi-brand).

Very selective distribution.

PROMOTION

Creation of a video viral to place on youtube and on TV (TF1, Canal+) (Kenzo example).

TV ad before Christmas with well known French/British muse speaking about the brand (born in Paris British actress Emma Watson, Eva Green or Charlotte Gainsbourg).

PR: Treasure hunt for bloggers in Paris to find an iconic piece of jewelry (famous Parisian places of interest).

Ads in Luxury and Lifestyle magazines (Marie Claire, Vogue). Presence at Paris Fashion week. Engagement in charity/CSR initiatives – to leverage brand image for

the new generation of luxury consumers. Creative ad cover for a popular French newspaper (LeMonde, LeFigaro).

PROMOTION

Digitalization of the business to improve visibility online: Local online # campaigns. Focus on social visual networks as pinterest, instagram. SEO (key words: mysterious, royal, exclusive, British,

luxury, jewelry, watches) Facebook ads. Linkedin – to target C-levels, tool to have a potential

customer base. Website experience (French version).

PROMOTION

Cooperation with bloggers (tendances-de-mode.com, vivaluxury.blogspot.fr).

Creation of the brand book in French language. Partnership with Opera National de Paris as a

way to target rich luxury consumers (current official Partner – Rolex, current sponsorship with Van Cleef and Arpels).

Exhibition in Grand Palais about the brand’s legacy, history and heritage.

Sponsorship of the film festival in Cannes. Events for potential customers: Mysterious

dinners in Michelin restaurants or central Paris hotels.

PEOPLE

Regular (constant) communication. High-quality personal service. Loyalty programs and concierge (VIP client)

services. New talents acquisition (contest among French

students from top profile schools). Employees training to deliver superior service

and be aware of the brand’s DNA + French culture specifics.

Target audience: Majority: 30 – 40 years old, both men and women,

upper level, digitally educated Existing customers (aware of the brand): > 40

years old

PROCESS

Well-tailored process to minimize costs (sales funnel and processes optimization).

Presence online and offline, constant customer support.

PHYSICAL EVIDENCE

Emphasizing intangible values to evoke brand recognition (prestigious British royal heritage).

Association as a #1 supplier of the ultimate of luxuries - fit for royalty, conveying luxurious lifestyle of traditional aristocrats.

Educating about the product and its quality.

Presence on ecommerce websites such as net-a-porter.com.

Adjustment of the original website to the French version, storytelling.

Emotional

Royalty

Rational

Celebrity

GOAL!

Thank you