Longchamp

Jill  Avery; Tonia   Junker; Daniela  Beyersdorfer

Case | HBS Case Collection | June 2016 (Revised July 2017)

Longchamp

by Jill Avery, Tonia Junker and Daniela Beyersdorfer

Abstract

Longchamp’s Le Pliage is one of the fashion world’s most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much should Longchamp focus on Le Pliage versus its leather handbags? How should the subbrand be distributed, merchandised, priced, and promoted? How does Le Pliage both contribute to and detract from Longchamp’s brand equity?

Keywords: marketing; brands and branding; brand management; luxury brand; marketing strategy; brand positioning; Product Strategy; retailing; family business; Pricing strategy; Marketing; Brands and Branding; Marketing Strategy; Luxury; Apparel and Accessories Industry; Retail Industry; Consumer Products Industry; Fashion Industry; France; Europe;

Language: English

Format: Print

24 pages

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Citation:

Avery, Jill, Tonia Junker, and Daniela Beyersdorfer. "Longchamp." Harvard Business School Case 316-086, June 2016. (Revised July 2017.)

La Ribera was a privately managed, publicly funded health department in the Valencia region of Spain. The model began in 1999, when a new hospital was opened to cover the secondary health-care needs of the health department's inhabitants. In 2003, the model was extended to also cover primary care. The health department received a capitation fee for each registered inhabitant of the health department and provided health services at a 25% lower cost than public hospitals in the region. However, profits for the private operators remained low, in the region of 1%. In order for La Ribera to remain a viable option the hospital began working with a consulting firm to look into future options for growth and potentially higher returns. A key factor for any of the options considered was the public perception that tax-financed access to care was a longstanding public good in Spain, and allowing private operators to profit from health-care delivery was a thorny issue.

The B case documents developments in the Alzira model looking at the impact of new shareholder Centene, new programs and tools that have been developed, and changes in Spain's political environment that have impacted the model.

Technical Note | HBS Case Collection | March 2020

Influencer Marketing

Jill Avery and Ayelet Israeli

Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for influence, and by 2022, marketing managers are expected to spend $15 billion on influencer marketing, a marketing technique in which companies partner with people with specialized knowledge, expertise, authority, social position, and/or personal relationships that enable them to have influence over others to co-produce marketing messages to promote their brands via offline and electronic word-of-mouth. This technical note provides an overview of influencer marketing and discusses the various roles that influencers play for marketers, including delivering marketing messages in a more authentic voice and setting than that offered by more traditional advertising media where messages are authored by firms. It categorizes different types of influencers, explains the social psychological processes that make interpersonal influence work, and provides guidelines on how to identify people with influence. It discusses the opportunities and challenges related to measuring the performance of influencers and assessing the costs and return-on-investment of influencer marketing programs. Finally, it highlights emerging risks in the contemporary influencer marketing landscape.

Keywords: Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; Advertising Industry; Consumer Products Industry;

Citation:

Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020. View Details

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