Alfred Dunhill - Brand Identity Analisys.Pdf

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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 Identity
Leather
 goods
  Refined
 materials
  Bri;sh
 look
 and
 feel
  Tradi;onal
  Art-­‐minded
  Bri;sh
 Heritage
 
 
  Successful
 Man
  Classic
 Elegant
  Bri;sh
 aristocrat
 
 
  Physique
  Personality
 
  Rela5onship
  Culture
  Masculine
  Self-­‐aware
  Elegant
  Charming
 
Masculinity
 
  CraDsmanship
  Elite
 male
 club
 UK
  Motor
 sport
 and
  adventure
  Savile
 row
 

Reflec5on
 

Self
 Image
 
 

  Status
 
  Brit
 gentleman
 
  Part
 of
 a
 members
 club
  Cultured
 /
 Dis;nguished
 
 

Business Model
•  •  Wide range of luxury objects Central range < leather goods and core accessories> lighters, writing, jewelry pieces. •  Peripheral range scarfs,moneyclips,eyewear..etc Limited series , games

+ status The homes

Dunhillworld Central range + roots + trends

Other peripheral

+ accessibility

The
 Homes
 
 
Custom
 leather
  Jewelry/;me
 pieces
  Limited
 series
 /Dunhill
 world
 
 
  Leather
 goods
 /
 core
 accessories
  Menswear
  Perfumes
 /
 peripheral
 accessories
 
 

The
 Homes
 services:
  Bespoke
  Custom
  Spa
  The
 Barber
  The
 Screening
 room
  The
 Cellar
 
  Bar
 /
 Fine
 restaurant
 

Retail strategy
•  Retail and distribution areas Europe, Japan, Asia-pacific, China, USA •  4 Flagship stores < The Homes> London, Tokyo, HK, Shanghai

 
Shanghai HK London

Retail strategy
•  180
 own/franchised
 stores
  •  3500
  wholesale
  points
 
  around
  the
  world
  :
  Jewelry
  ,
  luxury
  mul5brand,
  duty
  free,
  fine
  cigar
  merchants
 etc.
  •  Expansion
  plan
  in
  Asia
  pacific,
 ...
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