THE BOLD LEGACY OF BALENCIAGA
Throughout my Marketing Management capstone course, we worked in teams to evaluate various companies’ strategic choices and commitment to customer-centric business decisions. Inspired by a recent advertising campaign controversy, we were drawn to Balenciaga and discovering ways to revitalize its brand image/customer perception.
STRATEGIC AUDIT
PROBLEM RECOGNITION
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Industry/Consumer Trend Research
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Target Market Discovery
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Positioning and Perceptual Mapping
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Digital/Social Media Review
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Brand Strategy Evaluation
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Product Portfolio Exploration and Pricing
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Social Responsibility Research
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In-Store Observations
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No Personal Connection to Brand
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Limited Brand Loyalty
RECOMMENDATIONS
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Redefined Packaging
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Improved In-Store Experience
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Increased Influencer Marketing
PACKAGING REDEFINED
Elevate Brand Presence and Uniqueness
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Leverage Strong Brand Identity
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Incorporate brandmark
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Unique Shape to Match Cutting-Edge Design
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Interactive “Experience” When Opening
INCREASED INFLUENCER MARKETING
Need to Take Advantage of this Opportunity
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Prioritize Alignment with Balenciaga Values/Aesthetic
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Encourage Creative Content
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Collaboration Collections
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Brand-Sponsored Trips
IMPROVED IN-STORE EXPERIENCE
Incorporate Personalized Touchpoints
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Gift for High Spending Customers
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Minimum Spend of 10k per Year
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Gift + Handwritten Note from Executive
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Enhanced Sales Associate Interaction
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Integration of Artificial Intelligence
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Track Customer Preferences
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Personalized Messaging for Specific Line Drops and Products
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Engage on Special Dates
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Birthdays, Anniversaries, Etc.
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SO WHAT?
Customers will have an increased perceived value due to packaging experience.
Customers will feel appreciated and build their brand loyalty.
Customers will interpret products as more desirable with trusted influencer endorsement.