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9 case(s) found.

Social Issue Based Brand Transformation: Strategies of the Luxury Beauty Brand SK-II

By  Haiyang Yang,  Sriramagopalan Desikan,  Amitava Chattopadhyay
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SK-II, a leading luxury beauty brand in Japan, was experiencing a decline, losing customers to aggressive rivals, and struggling to stay compelling in a changing society. This loss of momentum called for a new strategy that would transform the brand and transcend the competition.

    Published 17 Jan 2022

    Reference 6681

    Length 26 page(s)

    Topic Marketing

    Region Asia

    Industry Cosmetics,  Luxury Goods and Jewelry

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    Social Issue Based Brand Transformation: Strategies of the Luxury Beauty Brand SK-II

    By  Haiyang Yang,  Sriramagopalan Desikan,  Amitava Chattopadhyay
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    SK-II, a leading luxury beauty brand in Japan, was experiencing a decline, losing customers to aggressive rivals, and struggling to stay compelling in a changing society. This loss of momentum called for a new strategy that would transform the brand and transcend the competition.
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      Perfume Branding: Strategies for Succeeding in India's Fragrance Market

      By  Amitava Chattopadhyay,  Haiyang Yang
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      This case explores how an Indian firm breaks into a product category dominated by international players. Titan, a Tata Group subsidiary and leading jewellery firm, wants to enter the fragrance category and challenge established foreign brands.

        Published 28 Jun 2019

        Reference 6458

        Length 15 page(s)

        Topic Marketing

        Region Asia

        Industry Consumer Goods,  Luxury Goods and Jewelry

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        Perfume Branding: Strategies for Succeeding in India's Fragrance Market

        By  Amitava Chattopadhyay,  Haiyang Yang
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        This case explores how an Indian firm breaks into a product category dominated by international players. Titan, a Tata Group subsidiary and leading jewellery firm, wants to enter the fragrance category and challenge established foreign brands.
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          Transforming Luxury Distribution in Asia: Bluebell's Makeover in the Face of Digital Disruption

          By  David Dubois,  Frederic Godart,  Jean Wee
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          For over 60 years, Bluebell, a major actor in the luxury B2B ecosystem, has been helping Western luxury brands such as Louis Vuitton, Davidoff, Moschino, Manolo Blahnik or Jimmy Choo enter key Asian markets.

            Published 29 Oct 2018

            Reference 6443

            Length 34 page(s)

            Topic Marketing

            Region Asia

            Industry Wholesale,  Luxury Goods and Jewelry

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            Transforming Luxury Distribution in Asia: Bluebell's Makeover in the Face of Digital Disruption

            By  David Dubois,  Frederic Godart,  Jean Wee
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            For over 60 years, Bluebell, a major actor in the luxury B2B ecosystem, has been helping Western luxury brands such as Louis Vuitton, Davidoff, Moschino, Manolo Blahnik or Jimmy Choo enter key Asian markets.
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              Russell Mehta at Rosy Blue: A Diamantaire for Life

              By  Balagopal Vissa,  Rajeshree Naik,  Indira Pant
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              This case traces the evolution of the personal networks of Russell Mehta, CEO of Rosy Blue, as he steps out of his father's shadow to run one of the largest diamond companies in the world. His challenge is to adapt his personal networks to drive his organization's success.

                Published 27 May 2013

                Reference 5975

                Length 15 page(s)

                Topic Leadership & Organisations

                Region Asia

                Industry Arts and Crafts,  Luxury Goods and Jewelry

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                Russell Mehta at Rosy Blue: A Diamantaire for Life

                By  Balagopal Vissa,  Rajeshree Naik,  Indira Pant
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                This case traces the evolution of the personal networks of Russell Mehta, CEO of Rosy Blue, as he steps out of his father's shadow to run one of the largest diamond companies in the world. His challenge is to adapt his personal networks to drive his organization's success.
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                  L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai

                  By  Haiyang Yang,  Pierre Chandon
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                  Yue Sai is L’Oréal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.

                    Published 07 May 2013

                    Reference 5960

                    Length 26 page(s)

                    Topic Marketing

                    Region Asia

                    Industry Cosmetics,  Luxury Goods and Jewelry

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                    L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai

                    By  Haiyang Yang,  Pierre Chandon
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                    Yue Sai is L’Oréal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.
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                      L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai (Chinese)

                      By  Haiyang Yang,  Pierre Chandon
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                      Yue Sai is L’Oréal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.

                        Published 28 May 2014

                        Reference 5960

                        Length 26 page(s)

                        Topic Marketing

                        Region Asia

                        Industry Cosmetics,  Luxury Goods and Jewelry

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                        L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai (Chinese)

                        By  Haiyang Yang,  Pierre Chandon
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                        Yue Sai is L’Oréal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.
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                          L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai (French)

                          By  Haiyang Yang,  Pierre Chandon
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                          Yue Sai is L’Oréal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.

                            Published 04 Jan 2015

                            Reference 5960

                            Length 27 page(s)

                            Topic Marketing

                            Region Asia

                            Industry Cosmetics,  Luxury Goods and Jewelry

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                            L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai (French)

                            By  Haiyang Yang,  Pierre Chandon
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                            Yue Sai is L’Oréal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.
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                              De Beers: Diamonds are for Asia

                              By  Hellmut Schütte
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                              De Beers has been immensely successful in introducing diamonds to Asians, making three Asian countries, the second, third and fourth largest diamond markets in the world. However, the Asian crisis and the entry into China, raise the fundamental question of whether De Beers’ positioning of diamonds as symbols of love has ever been accepted by Asian women.

                                Published 01 Mar 1999

                                Reference 4802

                                Length 24 page(s)

                                Topic Marketing

                                Region Asia

                                Industry Arts and Crafts,  Luxury Goods and Jewelry

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                                De Beers: Diamonds are for Asia

                                By  Hellmut Schütte
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                                De Beers has been immensely successful in introducing diamonds to Asians, making three Asian countries, the second, third and fourth largest diamond markets in the world. However, the Asian crisis and the entry into China, raise the fundamental question of whether De Beers’ positioning of diamonds as symbols of love has ever been accepted by Asian women.
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                                  Cartier Japan

                                  By  Hellmut Schütte
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                                  When Japan’s bubble-economy of the 80s turns towards stagnation in the 90s, Cartier is faced with a need to reposition its range of luxury products through changes in distribution, pricing, advertising and product portfolio. However, its move further up-market may cut Cartier off from the generation of younger spenders.

                                    Published 01 Dec 1996

                                    Reference 4642

                                    Length 16 page(s)

                                    Topic Marketing

                                    Region Asia

                                    Industry Luxury Goods and Jewelry

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                                    Cartier Japan

                                    By  Hellmut Schütte
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                                    When Japan’s bubble-economy of the 80s turns towards stagnation in the 90s, Cartier is faced with a need to reposition its range of luxury products through changes in distribution, pricing, advertising and product portfolio. However, its move further up-market may cut Cartier off from the generation of younger spenders.
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