Video "Polo of the Future" by Lacoste. Marketing research of the company "Lacoste" Lacoste which segment belongs to

The consulting company RRG has conducted a study of the retail of the luxury segment in Russia.

During the study analysts reviewed 272 luxury brands opening mono-brand stores and developing in Russia. The classification of brands was carried out in two directions: product groups and price category.

Maximum amount companies (71%) are engaged in the production of footwear, slightly fewer companies - in the production of clothing and accessories (68% and 67%, respectively). Thus, more than 60% of companies are engaged in these three product groups. And 16% of companies operate in all product groups. Not by bread alone

In terms of price category there are three segments - Luxury, Premium and Upper Middle. The most expensive brands belong to the Luxury category brands: both exclusive and well-known brands such as Cartier, Chanel, Louis Vuitton, Prada, Rolex, Tiffany, Yves Saint Laurent, etc. Premium category brands are prestigious, but somewhat less expensive and recognizable ... As an example, we can cite Alexander McQueen, Baldinini, Cherutti, Christian Lacroix, Missoni, Nina Ricci, Trussardi and others. Upper Middle are above-average brands available to the general user. This group includes Calvin Klein, Diesel, Guess, Hugo Boss, Pierre Cardin, Swarovski, etc.

The smallest proportion in P Not by bread alone Russia (16%) is occupied by Luxury brands, the largest - Premium (45%). The middle position (39%) is occupied by the Upper Middle segment.

Luxury brands are present in all seven federal districts of the Russian Federation. Mostly luxury brands open stores in the European part of Russia, with stores mostly located in regional centers.

Most developed from the point of view of the availability of luxury operators' stores, the Central Federal District is located, in which 527 mono-brand stores are located. At the same time, 513 stores are located in Moscow, that is, in other cities of the Central Federal District, the market is very poorly developed. This is due to the fact that Moscow has the highest incomes, population, as well as interest in buying luxury goods.

Second in number luxury stores is located in the Northwestern Federal District, which houses 120 stores, of which 101 are located in St. Petersburg, 19 - in Kaliningrad. There are no luxury stores in other cities in the county. At the same time, luxury shops are located in 10 cities of Pr Not by bread alone Ivolzhsky Not by bread alone and 8 cities of the Southern Federal Districts. The smallest number of shops of luxury operators is located in the Far Eastern Federal District - 12, and 7 of them are located in Vladivostok.

In general across Russia luxury operators prefer to open stores in shopping centers in 62% of cases. When opening stores in the regions, most operators traditionally prefer cooperation with local partners, which reduces the risks and costs of opening a store. It is generally not typical for luxury operators to work in Russia directly.

Basic store format, in which companies working in the high-end segment are interested, is 150-300 m2, while in shopping centers only the most well-located premises with a large display front and good visualization are considered.

If we talk about individual price categories, then Luxury stores mainly open in the street retail format. This is due to the fact that stores of this class are mainly located on historical shopping streets... In Moscow, these are Stoleshnikov lane, Tretyakovsky proezd, Barvikha luxury village, Kutuzovsky prospect, etc. In St. Petersburg, these are Nevsky prospect, Bolshaya Konyushennaya street, in Yekaterinburg - Sakko and Vanzetti streets, Rosa Luxemburg street, Lunacharsky street. The opening of stores in the Luxury segment, primarily in Moscow, is due to the fact that in the capital, of course, the maximum the target audience ready to buy products from brands of this class.

Most of European brands opening mono-brand stores are already represented in Russia. As for American brands, most of them prefer develop in North America, and only a few go to European and Russian markets... Examples of the latter are Jimmy Choo, Manolo Blahnik, DKNY, etc.

One of the leading companies now on the luxury goods market in Russia, Bosco di Ciliegi was founded in 1991. The company develops brands such as Barbara Bui, Iceberg, Jean Paul Gaultier, Kenzo, La Perla, Max Mara, Moschino, Pollini. Basically, Bosco di Ciliegi is engaged in the development of Premium class brands and opens stores in Moscow, St. Petersburg, Samara, Yekaterinburg, that is, in cities with the largest stratum of the population with high incomes who can afford to buy goods in this segment. In Moscow, the company owns one of the most iconic luxury goods sales facilities - shopping center GUM. A little later, in 1994, the Mercury company was founded, which is engaged in the development of the largest number of Luxury brands, such as Brioni, Chanel, Prada, Tiffany & Co., Valentino, Yves Saint Laurent, etc. Large companies engaged in the development of luxury brands in Russia are also Jamilco, Crocus , No One, Fashion Continent.

Due to the crisis most luxury operators have suspended their development and are considering only existing projects in Moscow, St. Petersburg, Nizhny Novgorod, Yekaterinburg. The fall in demand for products in 2009 averaged 15-20% (in rubles ), which, with the growth of the dollar and the euro, led to a fall of 40-45% in foreign currency. The fall in demand provoked changes in the pricing policy of stores selling luxury brands: discounts during the sales season reached 70%, which allowed many retailers to practically maintain turnover, while prices during this period were comparable to prices for similar products in Europe. Despite this, many sunroof consumers still prefer buy these goods abroad... Difficulties with the development of the luxury segment in general and in the regions in particular are considered to be associated with a high level of investment in opening a store and the inaccessibility of cheap financing. The cost of opening one store is 12-15 thousand euros per square meter of store area. In addition, the company also incurs high costs for the purchase of a collection, the order and prepayment of which occurs 7-8 months before delivery. At the same time, the payback period of the store is 5-7 years.

This situation led to the fact that in 2009 all Diesel stores were closed in Moscow, the franchise of which was abandoned by Vintage Technology. Stella McCartney and Alexander McQueen stores in Moscow on Kuznetsky Most, opened in 2007, were also closed due to unprofitability. Brands in Moscow were developed by the Arts Group company. The boutique of another luxury British brand, Vivienne Westwood, has closed. In 2009, the opening of a number of high-class stores of other brands was noted: in March in GUM, Bosco di Ciliegi opened monobrand shoe stores Casadei, Cesare Paciotti and Alberto Guardiani and multi-brand store underwear Estelle A-Store, where such brands as Sonia Rykiel, Richmond, Myla, Caprise de Marie, Lise Charmel and others are represented. Company No One in autumn 2009 boutique Giuseppe Zanotti on M. Bronnaya, 24.

Further development luxury brands on the Russian market will depend on the overall economic situation. With a gradual recovery from the crisis, it is possible to predict increase in purchasing power, which means an increase in demand for more expensive goods, as a result of which the interest of luxury operators in working in Russia may increase. However, due to the already established practice, it can be expected that luxury brands will continue to prefer work indirectly, but with local partners.

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01.03.2012 / 114

Interesting information about the brand Lacoste. Reference data on the Lacoste trade mark.

A small and green crocodile - is there still an emblem in the world that can compare with this in recognition? Even the smallest fashionistas know that this alligator, adorned with stylish polos, dresses, jackets, sneakers and other fashionable clothes, was drawn by his best friend in 1927 especially for Rene Lacoste. Yes, yes, it is he - the crocodile Lacoste.

"What's on him?" - you ask. As you might guess from the brand name, namely René Lacoste, then still a professional tennis player, in 1933, having retired from the big sport, together with André Gilier, the owner of a knitting company, became the founder of a new company for the production of innovative clothing.

Do you think the athlete and the president of the company are incompatible things? But no, as you can see, everything is exactly the opposite. This is because it was professional sports that gave Rene Lacoste the concept of what comfortable and stylish clothes are. Even then, he sewed T-shirts for himself, radically different from everything that tennis players wore in those years. And, most importantly, these T-shirts were made of thin trackwear, which made you feel extremely comfortable in hot weather.

In general, so, easily and naturally, with all knowledge of the matter, in 1933 the company La Societe Chemise Lacoste appeared, where T-shirts for tennis, golf and sailing were sewn. And on the chest were embroidered crocodiles loved by everyone.

Time flew by and "Lacoste" did not stand still. First, they began to produce a large line of shirts of all kinds of colors (before that they only produced white), and in 1955, under the motto "Lacoste - the status symbol of the competent athlete" began exporting their products to the United States of America.

The unprecedented heyday of the brand is associated with the son of the founder of the company - Bernard, in which Lacoste clothing surpassed itself, becoming not only the favorite clothing of professional athletes, but also all stylish men, for whose wardrobe the company has already produced not only T-shirts, but also canvas and tennis shoes. shorts, some leather items, and some accessories - sunglasses and watches - and watches.

Today, the Lacoste clothing line and its sales are growing rapidly, as well as the number of loyal fans of this brand all over the world. The secret is simple: Lacoste does not stand still, it develops in step with the times, creating the most modern and stylish clothes, of the highest quality and design. Not only clothes, shoes and accessories for both men and women enjoy wide recognition and love, but also high-quality perfumes.

By the way, by the way, the company gives the joy of owning ultra-fashionable clothes not only to adults, but also to children. For little fashionistas, all kinds of T-shirts, shorts, dresses, tops and shoes of great colors and designs are produced.

The company is now headed by Michael Lacoste, who continues the business of his older brother excellently. In 2007, the official website of the brand was opened, and contracts for the representation of the company were concluded with world athletes and stars.

It is a pity that the residents of the Russian Federation will not be able to order Lacoste clothes from the official website - unlike residents of other countries of the world - but shops where they can be bought come to the rescue. By the way, if we talk about brand sales in Russia, then be vigilant, do not lose your head - things are exorbitant in stores. big money much larger, for which you can buy clothes and accessories in other countries.

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Rene Lacoste - legendary tennis player

You guessed it, the Lacoste brand got its name from the name of the founding father - the famous French tennis player Rene Lacoste. René is a 10-time winner of Grand Slam tournaments, including five victories in the French Championship, three victories at Wimbledon and two US Open Cups. In the 1926-27 season, it was Lacoste who became the first racket in the world.

Rene Lacoste on the tennis court

The birth of a crocodile

In 1923, Lacoste flew to Boston with the captain of the French national team. Walking around the city, the tennis player saw a crocodile leather briefcase in the shop window, which he immediately wanted to buy. The captain suggested a dispute: if Rene wins the evening match, he will buy him this bag. The tennis player agreed and ... lost. The nickname "Alligator" (which was later changed into "Crocodile") was given to the athlete by an American reporter, describing this curious incident.

History of the logo

In 1927, the prototype of the modern brand logo appeared, the author of which was the artist Robert Georges. Many years later french brand released a capsule collection dedicated to the artist's work.

Original drawing by Robert Georges

The first polo shirt

In the 1920s, tennis players played in white cotton shirts. T-shirts were still considered underwear, therefore, there was no question of appearing on the court in underwear. René Lacoste, accustomed to playing under the scorching sun, decided to cut off his sleeves so that during the game he could think only about the game. He would have known that his life hack would become almost the main fashion sensation of the 20s! Later, Ralph Lauren liked his invention (the second line of his brand is called Polo Ralph Lauren). The famous American is often credited with the authorship of polo, but this is a mistake: the only author of the short-sleeved shirt is Rene Lacoste.

When Lacoste appeared

René Lacoste ended his sports career in 1932. A year later, he and the owner of the largest knitwear factory in France, André Gilier, founded the Lacoste brand, which is a surprise! - began producing shirts with short sleeves for tennis players, golfers and yachting enthusiasts. Lacoste and Housing were the first to guess to place the logo not on the wrong side of the product, but in the most visible place - on the chest. Before them, swimwear manufacturers Jantzen did this - but who will remember them now?

René Lacoste in 1930

René Lacoste in 1927

Expansion to the USA

Against the backdrop of the post-war devastation that reigned in France, grandiose ideas were nurtured at Lacoste. In 1951, the company first introduced colored polo shirts (before that there were only white ones), and a year later began expansion into the United States. The brand's products were accompanied by a very pretentious slogan: Lacoste is the status symbol of a competent athlete. However, it worked perfectly: the brand is as popular in the USA as it is in Europe.

The company was suing for the logo

Singapore has its own "Lacoste" - Crocodile Company. The two companies were in litigation for a very long time, figuring out who still owns the right to the famous logo. The French won: Crocodile Company had to change its logo a little so that the association with the French "reptile" was minimal. You can judge the difference for yourself.

Perfume business

Today Lacoste is not only sportswear, but also perfume: the brand mastered this direction in 1968. Exactly half a century ago, together with the perfume giant Jean Patou, the first fragrance for men was released, which was called Lacoste. Later, the range was continuously expanded, and today, under the Lacoste brand, it is produced with two dozen of the most different fragrances (for both men and women).

Lacoste logo changed once

Lacoste make tennis rackets

René Lacoste was the first to make a tennis racket out of steel - today his business is alive too. Tennis rocket different sizes can be bought not only on the official website of the brand, but also in the stores of the brand. Did you know about it? Here we are not!

Photo: Getty Images, press archives

Introduction

Marketing audit and the state of marketing work at the enterprise

1 Short description enterprises

2 Analysis of the marketing environment

3 SWOT - analysis

4 Key Marketing Challenges at Lacoste

Marketing Purpose Statement

1 Sales goals

2 Objectives for the development of markets

Marketing Strategies

1 Segmentation factors and main segments

2 Profile of target segments and quantitative parameters

3 Positioning of Lacoste products

Marketing complex

1 Measures for the development of the offered products

2 Measures for the development of the distribution system

3 Measures on pricing policy

4 Promotional activities

Market research activities

Consolidated marketing budget and control over its implementation

Conclusion

Bibliography

Introduction

marketing segmentation budget

Relevance of the topic term paper is caused by the fact that research of consumer requests is the main one for obtaining effective decisions for the management level of any company, since it allows you to obtain information about the quality of products manufactured by the enterprise, the level of service, the competitive environment in the market, while the data are objective, since potential clients, which increases the value of marketing research.

The purpose of writing a paper is to study theoretical foundations conducting marketing research using a survey, as well as acquiring practical skills in the development of certain questionnaires - questionnaires.

consider the technology of marketing analysis the activities of the company;

develop the main aspects of the organization advertising campaign promotion of the company's products;

analyze the effectiveness of the proposed activities and make some forecasts of the main indicators.

The subject of the course work is a method of studying the factors of the company's marketing environment and their influence for the successful promotion of products to the market. The object of the research is to study the characteristics of consumer demand for Lacoste products.

When researching the topic, materials of such famous marketers as F. Kotler, Gerchikova I. N., Kapustina M. E., various sociological materials were used.

The structure of the course work is represented by the following elements: introduction; the main part, consisting of three sections; conclusion.

The list of used literature completes the work.

1. Summary

The Lacoste company is justly considered one of the leaders in the production of youth clothing, its products are sold in 100 countries around the globe, and every resident recognizes the image of a crocodile at once.

In the marketing plan, the feasibility of producing the company's clothing in Russia is being considered, this should lead to an increase in revenue by 22 billion rubles, while the main consumer segments will be the following categories of consumers: by age, mainly teenagers 14-18 years old, young people and girls 18-25 years old , representatives of mature age 25-45 years old, consumers over 45 years old; by gender, mainly consumers are girls and women, men to a lesser extent, since new items usually attract the attention of the fair sex; by style of clothing: consumers prefer business style, sports style, denim clothing, casual wear; according to product groups, all consumers can be divided into consumers of clothing, bags, glasses and accessories; in terms of income, Lacoste products are intended mainly for medium and high level income, that is, with a family budget of about 15-25 thousand rubles per family member.

The marketing plan of the enterprise (name of the enterprise) for 2017 aims to organize the production of youth clothing in Russia.

The marketing budget for 2017 will be about 33.45 million rubles.

2. Marketing audit and the state of marketing work at the enterprise

.1 Brief description of the enterprise

2.1 Full and short name of the enterprise

2 Year of creation

Mission of the enterprise

Production of quality clothing, including leather, accessories to it

3 Main products

Manufacture of clothes, glasses, shoes, perfumes, watches. Located in France.

4 Main sales markets

The company's brands are sold on 5 continents of the planet, in almost 100 countries around the world.

5 Main competitors

Eurocos, Christian Dior

6 Market share

About 9% of the clothing market in Russian Federation, the brand appeared only in 1984 and is constantly gaining strength.

2.2 Analysis of the marketing environment

Let us assess the factors of the external environment (Table 1) using the PEST method.

Table 1 - Assessment of environmental factors (opportunities and threats)

Sphere Event / Factor Threats / Opportunities Probability of manifestation Importance Impact Political The state does not seek to support this sphere of production 40.22-1.6 Large costs caused by the introduction of international economic sanctions 60.34-7.2 Economic Improvement of macroeconomic indicators 10.52 + 1 Strengthening of the national ruble exchange rate 20.23 + 1.2 Decrease real incomes of the population, an increase in unemployment 40.52-4 Social Improvement of the standard of living, desire to look fashionable 50.43 + 6 Technological Application of various technologies of tailoring 20.34 + 2.4 Deficit in specialists in this sphere of business in Russia 10.82-1.6

Figure 1 shows the influence of strategic factors external environment on the market positions of the company.

Figure 1. - Assessment of the impact of environmental factors on the activities of Lacoste

The analysis carried out in Table 1 shows that the main problematic sector is the political one, expressed in the deterioration of business ties due to the application of international sanctions, as well as in an outright reluctance to support the development of light industry on the part of Russian officials.

In addition, a less important problem is the presence of high unemployment and a decrease in real incomes of the population, which generally leads to a decrease in demand for the company's branded clothing.

2.3 SWOT analysis

Let's conduct a SWOT analysis of the strategic positions of Lacoste.

Table 2. - SWOT analysis by Lacoste

Balance Asset Liability Opportunities Threats Indicators Points Indicators Points The tendency of the modern population to dress fashionably and stylishly 5 Increased elasticity of demand and the influence of the price factor on revenue 4 Reducing the share of imported clothing and footwear on the Russian market 3 Increasing intensity and intensifying competition 6 Positive dynamics of development indicators in this area 6 Low threshold for entering the market clothing 3 Significantly expanding the prospects for trading activities on the Internet 3 Fake products made under this brand are widespread 5 Increase in the level of customs payments 2 Reduce the number potential buyers Population Explosions4Total17Total24Strengths Weaknesses Indicators Points Indicators Points Representative offices of the company are open in Russia 3 Basically all decisions are made in an authoritarian manner, which reduces the effectiveness of management 2 The company's branded clothing is perceived as a symbol of a certain status 4 Problems in the management system due to staff turnover 4 The company is the leader of youth clothing in Russia 6 Cash shortage 5 Successfully organized distribution network 5 Insufficient emphasis on requirements and demands of consumers, which in the long term may lead to the loss of the market 7 Effective management 4 Total 22 Total 18