Lladró's growth strategy in India / Arpita Agnihotri, Saurabh Bhattacharya.
The case discusses how the Spanish luxury brand Lladró S. A., known for its porcelain-based figurines, changed its strategy for the Indian market. In India, Lladró initially focused on manufacturing figurines of Indian gods and goddesses. This focus on the Indian market made India one of the top fiv...
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| Main Authors: | , |
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| Format: | Ebook |
| Language: | English |
| Published: |
London :
SAGE Publications: SAGE Business Cases Originals,
2019.
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| Series: | SAGE Knowledge. Cases.
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| Subjects: | |
| Online Access: | SAGE |
| Summary: | The case discusses how the Spanish luxury brand Lladró S. A., known for its porcelain-based figurines, changed its strategy for the Indian market. In India, Lladró initially focused on manufacturing figurines of Indian gods and goddesses. This focus on the Indian market made India one of the top five markets for Lladró in the world. Recognizing the vast potential of the USD 48.5 billion spiritual market in India, Lladró decided to follow a two-pronged strategy. First, Lladró launched several décor items for rituals and acts of worshiping, such as candles and plates with the image of gods and goddesses embedded in them. Second, it also slashed the prices of several luxury offerings to increase the appeal of the products and affordability to the larger segment of the Indian market. Marketing experts in India believed that this dual positioning of a luxury brand with mass appeal could backfire for Lladró and it may lose its attraction among the élite segment of consumers in the Indian market. The case urges students to discuss issues related to luxury product buying and if such a dual positioning could dampen Lladró's position in the Indian market. Specifically, students are asked if the brand is likely to gain new middle class customers in India and if it would it be able to enhance its presence in India through this dual positioning? |
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| Physical Description: | 1 online resource. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 152649826X 9781526498267 |