Louis Philippe: The Growth of a Super Brand in India

            
 
Case Studies | Case Study in Business, Management, Operations, Strategies, Business Case Study

ICMR HOME | Case Studies Collection

To download Louis Philippe: The Growth of a Super Brand in India case study (Case Code: MKTG283) click on the button below and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

OR

Pay through PayPal

Amount to be paid:



Prefer to pay in another currency ?
Select Currency for Payment



Exchange Rates: Click Here
Delivery Details: Click Here



Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search



Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

Case Details:

Price:

Case Code : MKTG283 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

Brand Management / Multi-Brand Strategy / Brand Extensions
Case Length : 11 Pages
Period : 2006-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : Madura Fashion and Lifestyle
Industry : Apparel; Retail
Countries : India

Abstract:

This case is about the growth of Louis Philippe, a premium men's apparel brand in India. Louis Philippe was introduced in India in the year 1989 and soon grew to be a leading brand for premium men's wear.

Right from the time the brand was introduced in India, it focused on quality and on providing good value for the money it charged from its customers. Madura Fashion and Lifestyle (FL), which owned the Louis Philippe brand started to focus more on it after it acquired the global rights for the brand in the year 2000. In 2001 and 2003, Louis Philippe introduced two super premium range of branded apparel for men called 'Perrma Press' and 'Gods and Kings'.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

These new super premium ranges of branded apparel were priced 100 percent higher than the other existing premium brands in the market. The Louis Philippe brand was also extended to cater to the needs of different customer segments. Louis Philippe entered the luxury market for men's formals with the introduction of the 'Luxure' sub brand. Luxure was very successful and contributed to nearly 15 percent of the total revenues in the stores in which it was introduced. Louis Philippe introduced another sub brand called 'LP' for semi-formal clothing for young customers. It also introduced premium footwear for men in the year 2010. The introduction of new sub brands paid off and the sales of Louis Philippe reached Rs. 6.5 billion for the fiscal year ending March. 2011. But Louis Philippe was also facing some challenges in the form of new players entering the market and an increase in excise duties which increased the price of branded apparel. The question to be asked is whether Louis Philippe will be able to sustain its growth momentum in future and what the implications are for marketing. This case is meant for MBA/MS students as a part of the Brand Management/Strategic Marketing Management curriculum.

Issues:

The case will help the students:
Understand the issues and challenges faced by companies in differentiating their products and services (form, features, customization, design, reliability, quality, durability, etc.) from that of competitors.
Understand the different issues involved in positioning a brand in the minds of the consumers.
Explore the ways in which a brand can be extended: Line extension (extending a brand in the same product line at different price and quality levels) and Brand Extension (extending a brand in unrelated product lines).
Analyze the strategies that need to be adopted by market leaders to counter new competition in the market.
Discuss and debate whether Louis Philippe will be able to counter competition from new foreign brands which are entering the Indian markets

Contents:

  Page No.
Introduction 1
Background Note 2
Louis Philippe 4
Luxure Louis Philippe 5
Louise Philippe Footwaer 6
LP 7
Looking Ahead 8
Exhibits 9

Keywords:

Differentiation, Positioning, Brand extensions, Line extensions, Market leader strategy, Retail, Brand equity, Distribution agreement, luxury apparel, Competition, hyper-competitive, International retail brands, Super brand, Branding, Market research, Louis Philippe, Zara

Introduction - Next Page>>


Custom Search





Fundamentals of Marketing Management Workbook
Workbooks Collection

Case Studies in Marketing - Vol. II
Case Study Volumes Collection

Fundamentals of Marketing Management
ICMR Textbooks Collection
 

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Workbooks, Case Study Volumes.