GROWING LUXURY MARKETS IN AND OUT OF INDIA
INTERNATIONAL MANAGEMENT GROUP 10
12.04.2017
Table of content
- What are the major factors that stimulate the growth of luxury
industry in India? DONE
- Which one are very specific to India? DONE RAFFAELE &
VALENTINA
- What are the major challenges taking place in the luxury
industry in India? GUOWEI
- What are the personality traits of the brand Shivan and
Narresh. To what extent are they unique? DONE
- What could be the specific value proposition for international
markets? STEFI
- How would you describe the Indian luxury consumer in
general, and the segment targeted by Shivan & Narresh? Is
there a market for the brand outside India, and if so who and
where? ALESSIO
- Considering the international marketing strategy for the
brand,
12.04.17what recommendations would you make in terms of a) 2
AGENDA
1 LUXURY INDUSTRY IN INDIA
GROWTH
MAJOR CHALLENGES
2 THE BRAND SHIVAN & NARRESH
3 POTENTIAL FOR GOING INTERNATIONAL
4 RECOMMENDATION FOR MARKETING STRATEGY
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1.
LUXURY INDUSTRY IN INDIA
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FACTORS THAT STIMULATE THE GROWTH OF LUXURY INDUSTRY IN
1 INDIA
Stronger value (Rupee)
Political factor
The second factor that
stimulate the growth of
luxury industry is the
Indian general election
Increasing of the internal consumptions in the luxury of 2014. Indeed the new
market government adopted
industry-friendly
policies and the new
government agenda was
focusing on the growth of
the industries within the
country and the
flourishing of the global
12.04.17 +121% +225% economy. 5
1 WHICH ONE ARE VERY SPECIFIC TO INDIA?
DEEP TRADITION OF LUXURY WOMEN WITH RISING INCOME WEDDING MARKET
- Indian history is filled with - income level of urban - a showcase for all things
love for fine things, as Indian women has doubled that are Indian and
shown in architecture, in the last decade luxurious
rituals, festivals HENRYs (high earning not rich yet - it is an occasion for the
- large pool of different individuals) family to demonstrate its
craftsmen, artisans and - young people, highly paid position in the social
designers skilled in and well educated that are environment
producing luxury products ready to save up to buy - everyone makes money
- luxury concept has always luxury products out of it (beauty clinics,
played an important role in - their income grows, so they decor, cosmetic giants
12.04.17
social life, as clear indicator are likely to become long and, of course, the 6
1 MAJOR CHALLENGES OF INDIAN LUXURY MARKET
1. Lack of international well- know
brands
Despite its luxury heritage, talent and knowhow, there are
few globally
recognised luxury brands that have emerged from India.
Consumers becoming more quality conscious and attracted
by status symbol.
2. Retailing system is changing
The Indian luxury market has become more and more segmented
Infrastructure need improve
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2.
THE BRAND SHIVAN & NARRESH
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2 THE BRAND SHIVAN & NARRESH
Brand personality traits: Brand uniqueness:
first Indian beachwear brand
unique identity mix of Indian tradition (sari) &
western style
modern (bikini) in design & colors
new cut approach for bikinis
sophisti instant recognition
innovati
ca-ted
ve
color
blocking
12.04.17 Source: http://www.shivanandnarresh.com/history/ 9
THE BRAND SHIVAN & NARRESH
What could be the specific value proposition for international
markets?
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3.
POTENTIAL FOR GOING INTERNATIONAL
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4.
RECOMMENDATION FOR MARKETING STRATEGY
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Distribution Strategy
Exclusive Distribution Channel
London
Paris Milan
Flagship stores Consumers New York
Los Angeles Tokyo
Hong Kong
Franchisor Franchisee Consumers
Company owned Flagship Stores Sydney
Franchised specialty retail stores
Countless tourists/visitors and locals are
awed by the iconic and unabashedly
extravagant luxury flagship stores that
reinforces the brand's image in
consumer's minds
Images: Flagship store of Shivan & Naresh in Goa and New Delhi
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THANK YOU FOR YOUR ATTENTION!
