Lacoste’s Marketing Strategies in the US
GROUP 09
Aurodeepa Rath – B 08
Ikroop Nijjar - B 12
Manoj Bhatt – B 18
Simranjeet Singh – B 29
Sumona Sengupta – B 32
Lovey – C 07
Q1 Reasons for loss of premium
brand image in the US
LCL sold US rights of the brand to General Mills.
Locally manufactured garments with difference in
quality and design
Reduction of prices
Dilution of premium status by making brand
available at discount stores and mass market outlets
Increasing competition from cheaper brands
Q2 Measures undertaken to re- establish the
Lacoste brand as a high - end fashion label
Trendier clothing line to attract the younger generation
Diversification into other segments – accessories , travel
goods , bags
Emphasis laid on women wear
Premium pricing adopted to restore brand image
Available on at luxury departmental stores and self –
owned boutiques
Product placement in popular movies and TV shows
Celebrity endorsements
Q3 Measures to combat threat from counterfeit
products
• Keeping track of the counterfeit products.
• Advertising & emphasis on the quality difference.
• Consumer Awareness regarding genuineness of products.
• Collaboration with customers
• Stitch able hologram labels for clothes & holograms for
accessories
• Enforce domestic or international laws that protect their
copyrights & trademarks.
• Interface with the legal authorities to ensure immediate
action.
