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 CaseNote: Latest version available via https://publishing.insead.eduAbstract: 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| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Europe Campus INSEAD Publications Display | Consultation only | BC000252 |
Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>
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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