Jean Rene Lacoste was a famous French Tennis player during the early twentieth century and also a businessman. He started his own company ‘La Société Chemise Lacoste' (Lacoste, the Shirt Company) in 1933. In terms of marketing and communication the name Lacoste is well known for its positioning and re-positioning campaign. This article will help you to understand the major concerns of the brand position such as Lacoste.
Moreover, I have chosen this particular brand because Lacoste does not manufacture its products, it only takes care of maintaining its brand name, image, style and innovating new ideas for the products. Lacoste outsources its production part to a manufacturer or a licensed company. But Lacoste owns the entire brand name and can control all of its products. Another important point which should be mentioned is that, Lacoste is a family business. Infact, till this date Lacoste's family owns a major part of the company.
[...] They hired an artistic director to re design all their shops with interiors parallel to the brand image they wanted to create. They have redesigned the interior to a clearer and whiter designs. The cost of this operation was about per square meter, but the turnover increased by 40% post this change They have realigned their distribution strategy based on selection and authenticity Promotion The main aspect of a re-positioning campaign was the promotion. The first direct aspect of the change for the consumers was a refreshing new Logo, it had only happened twice before, since the creation of the brand. [...]
[...] of a brand[1]: Brand is a name, term, sign, design or symbol, or a combination of these factors, in order to differentiate a product or a company from its competitors. People identify a product or a company through its branding. This is an easy and comprehensive definition of a brand. But marketing analysts have come up with other terms to differentiate different functions of the brand. The main goal of each brand strategy is to increase sales and market share of a given brand. [...]
[...] Lacoste decided to focus more on the brand image, starting by a homogenisation of the production, all around the world that would facilitate the international unique image and brand positioning. To re-concentrate its activity at the main domain is often the key to success in any kind of business. This strategy has led to the other important changes in the marketing mix that may not have been done otherwise Product The product range has changed a lot in a short span of time. [...]
[...] The brand has the same consumer target and similar brand communication Price At our level, it is hard to define the price strategy of Lacoste. They were looking for middle class and young executives as targets, but their prices made their products affordable to more people. Moreover in United States, their shirts were less expensive than the equivalent products of their competitor Ralph Lauren Place The brand was not distributing its products. In fact, they were licensing the product to other companies that were involved in their distribution. [...]
[...] One thing should be noted here is that, for the first time a brand used their product to communicate with their consumers, the ‘Crocodile' logo or the brand name were shown on their clothing. This was also the first success for Lacoste: “This shirt immediately revolutionised sportswear for men, replacing the classical woven fabric, long-sleeved and starched shirts which players had worn on the courts until then. The first Lacoste shirt was white, slightly shorter than other shirts, with a ribbed collar and short sleeves, and it was made of a light knitted fabric called “Jersey petit Piqué”. [...]
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