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.​