Starting Issue

- With a decade-long presence in China, a luxury brand is facing increasing competition and decreasing market share. It needs to improve its image and sales performances in this fast-growing strategic market. 

Methodology

- Business model and competiveness analysis
- Evaluation of the performance improvement levers: brand and trade marketing, sales force, product offering & pricing, clients' satisfaction
- Brainstorming with management to build strategic options
- Financial modeling (sales, investments and ROI) of key options

Advice and results

- Reposition the brand in PRC with a compelling brand story for engaging the Chinese consumers
- Adapt product offering and reinforce sales training and management
- Increase of VIP base and sales turnover