Outline presenting group

Members:

Number Name

1 Nguyễn Thị Phương Anh

5 Đỗ Hương Giang

7 Cung Thị Ngân Hà

13 Đoàn Hương Huệ

31 Phạm Hoàng Nam Phương

37 Ngô Thị Bích Thuận

Topic: LACOSTE (Topic là cái j đấy???)

1. Introductions

1.1 Basic information:

- French company

- Founded in 1933 by Rene Lacoste

- Products: high-end clothing, footwear, perfume, leather goods, watches, eyewear, and tennis shirts.

- Headquarter: Paris

- Green crocodile logo

1.2 History and the brand name:

- 1933: René Lacoste founded La Chemise Lacoste in with André Gillier, and they began to produce the revolutionary tennis shirt.

- Since 1963, significant company growth has been seen under René's son - Bernard's management.

- The Lacoste brand reached its height of popularity in the US during the late 1970s

- In the 1980s the company also began to introduce other products into their line.

- In 2003, 70 years after it was founded, Lacoste is sold in over 109 countries with a turnover of 860 million euros.

2. Body

2.1 Products:

To be various and fashionable.

Product lines:

1. Clothing:

 Shirts

 Jeans

2. Accessories:

- Leather goods

- Watches

- Sunglasses:

3. Fragrances:

- Suit all tastes from women through to men.

- Designed for all ages.

4. Footwears: Socks and shoes.

2.2 Prices

- The Lacoste product has been tied to elegance and money since its inception:

+ Lacoste is a luxury brand.

+ Mainly premium price.

- Range in price.

- Price changes:

+ 1969: Slash the price point and send a product called Izod Lacoste shirts to mass market. This killed the luxury position.

+ 2002: The Lacoste's luxury status is reclaimed.

Today, the brand is considered one of the most expensive tennis shirts on the market, beating out Ralph Lauren and other high-end competitors.

2.3 Places

- Available in 110 countries.

- Sold through a network of authorized outlets, including retailers, boutiques and corners.

- Main markets: Europe and America

- Potential market: Asia - where authenticity is a huge issue

Future plan: + remain leading high-end fashion brand in old markets.

+ expand and develop Asian market, especially China into its largest market in the world in 10 years.(ko lien quan ???) cho xuong phan "dinh huong phat trien" cua Thuan???

2.4 Promotions

- Leverages its sporting connections with sponsorship of sportspeople and with events in tennis, golf, etc.

- Also advertise in airports, and in fashion and sporting magazines, all driven around the events they sponsor.

- At the end of the 90s: decided to change its marketing strategy. The image of Lacoste had to be modernized without forgetting its past of sportive brand.

- 2009 in US: Focus on advertising in movies and TV shows to exert a major influence on young people.

- 2009 in Paris: Supporting the "Save your logo" campaign to safeguard or protect the endangered crocodile.

3. Conclusion

- Summarize main points

+ Opportunities:

Has built a worldwide strong brand name

To be a well-off company with many investors

Living standard is rising up so that more consumers can approach these elegant products

+ Threats

More and more competitors

Imitated products

- Plan for the future

- Ask for questions