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Selected Case

published: 01 Dec 1996

  • Topic: Marketing
  • Industry: Luxury Product, Jewellery/Watches
  • Region: Asia

When Japan’s bubble-economy of the 80s turns towards stagnation in the 90s, Cartier is faced with a need to reposition its range of luxury products through changes in distribution, pricing, advertising and product portfolio. However, its move further up-market may cut Cartier off from the generation of younger spenders.

Pedagogical Objectives:
To demonstrate that a range of subtle changes in the marketing-mix - introduced even against conventional wisdom - can lead to a successful repositioning of a brand in a difficult market environment.

Market Environment, Consumer Behaviour, Repositioning, Luxury Products, Japan, Pricing