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Cartier Japan

Author: Schütte, Hellmut ; Probert, JocelynINSEAD Area: StrategyPublisher: Fontainebleau : INSEAD, 1996. ; INSEAD Euro-Asia Centre (EAC) 1996.Language: EnglishDescription: 16p.Type of document: INSEAD CaseAbstract: 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. But its move further up-market may cut Cartier off from the generation of younger spendersPedagogical 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
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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

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. But its move further up-market may cut Cartier off from the generation of younger spenders

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