tugas presentasi prada
TRANSCRIPT
Profile and
History
Prada is a brand that selling leather handbags, travelling trunks, dress, leather accessories and beauty cases, luxury accessories and articles of value.
The company was started in 1913 by Mario Prada and his brother Martino as a leathergoods shop – Fratelli Prada (English:Prada Brothers) – in Gallery Vittorio Emanuele II, Milan, Italy
The Group operates in more than 70 countries through 461 directly operated stores, 25franchise operated stores and a network of selected high-end multi-brand stores and
Profil dan
Sejarah
Prada adalah sebuah brand yang menjual produk berupa handbag kulit , tas koper, pakaian, asesoris, tas cantik, perhiasan mewah, dan barang-barang bernilai.
Perusahaan didirikan pada 1913 oleh mario prada dan saudara laki-lakinya, martino sebagai sebuah toko barang-barang kulit di galeri Vittorio Emanuele II, Milan, Italy
Grup perusahaan ini beroperasi di lebih dari 70 negara dengan 461 toko langsung (directly operated stores), 25 toko waralaba, dengan jaringan retail kelas atas pada departemen store yang mewah
fTop Management
“I Love fashion, but i think it should stay in it’s
place, not rule your life. It’s a very nice part of
your life, but i think it should be fun”
–Miuccia Prada
Miuccia
PradaPatrizio Bertelli
fPrada Grup
Prada, represents the best of Italian culture and tradition, sophisticated style an uncompromisingquality and, as one of the most innovative fashion brands, it is capable of re-defining“thenorm”, always anticipating and often setting new trends
Miu miu, characterized by its avant-garde, sensual and provocative style, which seeks to evoke a luxurious sense of freedom andintimacy with attention to detail and high quality
Church, remains a recognized leader in the men’s handmade luxury footwear industry. characterized by its classical style and sophisticated English elegance based on the combination of fine leather and high-quality craftsmanship
Car Shoes, suited for leisure time and informaloccasions, Car Shoe products are targeted at a sporty and elegant clientele
fPrada Grup
Prada, merepresentasikan gaya dalam budaya dan tradisi italia yang mempesona dengan kualitas yang menjanjikan sebagai satu dari produk fashion yang paling inovatif. Prada mampu memperbaharui “norma” . Selalu mengantisipasi dan sering menentukan trend baru
Miu miu, dikarakterisasikan sebagai ,......., gaya sensual dan proaktif, dimana ditujukan untuk
Miu miu, characterized by its avant-garde, sensual and provocative style, which seeks to evoke a luxurious sense of freedom and intimacy with attention to detail and high quality
Church, remains a recognized leader in the men’s handmade luxury footwear industry. characterized by its classical style and sophisticated English elegance based on the combination of fine leather and high-quality craftsmanship
Car Shoes, suited for leisure time and informaloccasions, Car Shoe products are targeted at a sporty and elegant clientele
Vision and Mision
Vision : Interest and careful
observation of the world, society and
culture are at the core of Prada’s
creativity and modernity.
Mission : pushed Prada beyond the
physical limitations of boutiques and
showrooms, leading us to interact
with diverse, seemingly distant
worlds, and introducing, very
naturally, a new way of creating
fashion.
f
Goal/Objective
The Prada brand targets aninternational customer base that ismodern, sophisticated, aware ofstylistic innovations and expectscraftsmanship of the highest quality.
To be a leading fashion label and sellhigh end product worldwide
To make Prada product not only abrand but also a piece of art
To provide customer exceptionalservice and cutting edge technology
f
Goal/Objective
Prada menjangkau pasar sasaran mencakup basis konsumen inernasional yang modern, update, sadar akan inovasi gaya dan mengharapkan keahlian dengan kualitas terbaik.
Menjadi pemipin dalam mode dan menjual produk kelas atas ke seluruh dunia.
Menjadikan produk Prada tidak hanya semata merk (brand) tetapi juga sebagai salah satu hasil dari karya seni.
Menyediakan pengecualian pada pelayanan pada pelanggan serta mendobrak teknologi
f
f
Company’s
Strategy Design Creativity is the first step of the
quality process
Production the quality process involves thecareful selection of materials which areoften exclusively made for Prada based onvery detailed specifications
Distribution The Group’s innovativeapproach and quality standards also applyto distribution
Image and communication Effectivecommunication is key to building andmaintaining a unique and powerful brandimage.
Art and culture Prada interest incontemporary art led to their decision withslogan “the most powerful mental and
f
Company’s
Strategy
Design Kreatifitas adalah langkah pertama dalam
proses yang berkualitas.
Production Produksi merupakan fase kedua dalam
mentukan kualitas yang melibatkan pemilihan
bahan baku secara cermat yang dibuat eksklusif
hanya untuk Prada berdasarkan spesifikasi
terperinci
Distribution senantiasa berinovasi dalam
pendekatan standar kualitas yang diaplikasikan
pada saluran distribusi
Image and communication Komunikasi yang
efektif adalah kunci dalam membangun serta
menjaga sebuah citra merk yang unik dan kuat.
Art and culture Prada tertarik pada seni
kontempori yang banyak berpengaruh pada
f Explaination
“Moving beyond” seems to be the recurring theme for Prada,
Prada chooses to constantly redefine its present with a
confident, unorthodox attitude.
To celebrate its anniversary in Milan’s Galleria Vittorio
Emanuele II, Prada is planning a dramatic expansion with a
flexible layout to house retail, events, and the brand’s
headquarters
Prada is also involved in the transformation of historic
industrial buildings and the construction of a tower in Largo
Isarco in Milan that will serve as a new art center complex for
Fondazione Prada.
The brand’s relationshipwith the arts is the natural result of its
values. From Prada Ars Multiplicata exhibition in Venice,
featuring the likes of Warhol, Oldenburg, and Duchamp, to the
Dress Gatsby collaboration with Catherine Martin for Baz
Luhrmann’s film adaptation of the classic Fitzgerald novel,
Prada can credibly claim to have shifted its strategy from
traditional campaigns to full-fledged projects. The brand is
working to effectively integrate digital and physical
Prada has many product with
varying price levels
Purses : $400-$3.000
Shoes : $300-$600
Appareal : $200-$300
Sunglasses : $200-$300
Fragrance : $200-$300
Skin Care : $50-$150
fMarketing Mix-Price
Prada store locate in 70 countries through 461 directly operated stores, 25franchise operated stores and a network of selected high-end multi-brand stores and luxury department stores.
Marocco
Australia, China, Guam, Hongkong, Japan, SouthKorea, Macau, Malaysia,New Zealand, Philiphines, Saipan, Singapore, Taiwan, Thailand
Austria, CzechRepublic, France, Germany, Greece, Ireland, Italy, Monaco, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, United Kingdom, Ukraine, Netherland
Kuwait, United Arab Emirates, Qatar
United States, Canada, Mexico
Brazil
fMarketing Mix-Places
Prada tersebar di lebih 70 negara. Prada memiliki 461 unit toko langsung dan 25 unit toko waralaba tersebar di lebih dari 70 negara. Lokasi toko prada berada di departemen strore yang berkonsep mewah.
Marocco
Australia, China, Guam, Hongkong, Japan, SouthKorea, Macau, Malaysia,New Zealand, Philiphines, Saipan, Singapore, Taiwan, Thailand
Austria, CzechRepublic, France, Germany, Greece, Ireland, Italy, Monaco, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, United Kingdom, Ukraine, Netherland
Kuwait, United Arab Emirates, Qatar
United States, Canada, Mexico
Brazil
fMarketing Mix-Places
In $m
Years
2013 2014 2015
LVHT 24.893,00 26.386,58 26.386,58
H&M 18.168,00 19.984,80 21.983,28
ZARA 10.821,00 12.335,94 14.062,97
GUCCI 10.151,00 10.861,57 11.621,88
HERMES 7.616,00 9.367,68 9.367,68
CARTIER 6.897,00 8.690,22 10.949,68
BURBERRY 5.570,00 6.226,80 7.472,16
RALPH LAUREN 4.584,00 5.225,76 5.957,37
GAP 3.920,00 4.116,00 4.321,80
Brand Equity Forecast
Brand Equity Forecast
0
5000
10000
15000
20000
25000
30000
2013 2014 2015
Bra
nd
Eq
uit
y
LVHT
H&M
ZARA
GUCCI
HERMES
CARTIER
BURBERRY
RALPH LAUREN
GAP
References
Prada annual report 2013
Prada interim report 2013
www.prada.com
Interbrand journal 2013