Alfred Dunhill - Brand Identity Analisys.Pdf
Alfred Dunill
Brand
analysis strategy Zheng – Li yujie -‐ Lisha Shi – Chun li -‐ Torres
Index
• Key facts • History • Brand Identity • Business Model • Retailing strategy • Pricing strategy • Communication strategy • Customers analyze • Brand protection • Brand value
Key facts
• • • • • • • • British- based luxury goods house for men More than 100 years of history Subsidiary of Richemont group since 1988 Represents the masculine luxury British lifestyle Historical appearance in James bond movies Former Tabaco supplier of the crown Flagships in London, Tokyo, HK and Shanghai. 20 new stores opened in key cities, such as Delhi, Moscow and St. Petersburg. • • Annual turnover: £83,804,000.00 Annual profit: £-16,155,000.00
History - Timeline
1893
-‐ Dunhill’s “Motori5es”-‐ providing ‘Everything for the car but the motor’.
1966
– Exploit Asia market in HK 1985 – First annual Alfred Dunhill Cup golf tournament.
2010 – Home of Dunhill in Hong KONG
1907 -‐ Re5red from running the “Motori5es” business, Alfred Dunhill opens a pipe, cigar and tobacco store .
1929 –launch the first 5mepiece
1988 – Dunhill became a member of Richemont Group
2008 – Home of Dunhill in Shanghai
1921 – Exploit USA market, Store opens in New York
1924-‐ Exploit France market, Paris store opens.
2005 – Rare and classic car event the Alfred Dunhill Motori5es Tour is inaugurated.
2007 – Home of Dunhill in Tokyo
Brand
analysis strategy Zheng – Li yujie -‐ Lisha Shi – Chun li -‐ Torres
Index
• Key facts • History • Brand Identity • Business Model • Retailing strategy • Pricing strategy • Communication strategy • Customers analyze • Brand protection • Brand value
Key facts
• • • • • • • • British- based luxury goods house for men More than 100 years of history Subsidiary of Richemont group since 1988 Represents the masculine luxury British lifestyle Historical appearance in James bond movies Former Tabaco supplier of the crown Flagships in London, Tokyo, HK and Shanghai. 20 new stores opened in key cities, such as Delhi, Moscow and St. Petersburg. • • Annual turnover: £83,804,000.00 Annual profit: £-16,155,000.00
History - Timeline
1893
-‐ Dunhill’s “Motori5es”-‐ providing ‘Everything for the car but the motor’.
1966
– Exploit Asia market in HK 1985 – First annual Alfred Dunhill Cup golf tournament.
2010 – Home of Dunhill in Hong KONG
1907 -‐ Re5red from running the “Motori5es” business, Alfred Dunhill opens a pipe, cigar and tobacco store .
1929 –launch the first 5mepiece
1988 – Dunhill became a member of Richemont Group
2008 – Home of Dunhill in Shanghai
1921 – Exploit USA market, Store opens in New York
1924-‐ Exploit France market, Paris store opens.
2005 – Rare and classic car event the Alfred Dunhill Motori5es Tour is inaugurated.
2007 – Home of Dunhill in Tokyo