Strengths & Weaknesses, case study

Strengths & Weaknesses

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• Patents and Strong name brand

• Good reputation among customers

• The image of Z&V fits exactly with today's trends

• Product innovation

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• Investments are heavy to make (communication costs, investments in the distribution network…)

• Economic contest: recession affects the purchasing power and habits

The target

→ Executives

→ 25 / 35 ans

→ CSP +

Behaviour & Purchase attitude

Depending on their age and their life cycle, they will have necessarily different behaviours.

Our target likes to seduce and will want to let go, change shape and look. She does not dress like everyone else; Z & V represents her style and identity glamrock. She wants to feel unique.

Z&V offers a new sensation to the potential customer by breaking the luxury codes. To break a standard arouses more interest.

Z&V meet the new requirements of a most promiscuous generation. Modernize the image of this industry considered as too reserved. In a blocked environment a shocking contents insure the message to be heard.

Cognitive: to wear Z&V is not only trendy, it is also smart.

→ Impose the Z&V style by stressing on the up-market glam rock

Conative: Z&V is a new idea of the luxury

→ Give the consumer the envy to offer itself his controversial luxury

Demand

→ That the new collection keep the same identity: Glam, Rock, & chic

→ They need to recognize and to identify to this new collection

→ That the new products fulfil their promises: Good perfume which lasts, texture, hydration…

For the new collection, Z&V customers expect that the new products match the brand image Glam/Rock and Chic.

People who have tried the perfume, will expect the same fragrance on the body care collection.

PESTEL ANALYSIS

Politico-Legal Environment:

In a widely delocalized industry, the question of the legislation remains a crucial element in this industry. Indeed, the law can be binding, or, on the contrary, attractive

For example, the laws relating to pollution, or those concerning the adaptation of the product to the standards of the countries, the prohibition of certain textiles, or even the customs duties, the protection of workers or the quotas on exports of some countries (China); are so many decisive elements in the choice of delocalization.

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