Case Study Longchamp 3ch47

Case Study: Longchamp

Introduction Long champ is a French luxury leather goods company, founded in Paris in 1948 by Jean Cassegrain. Jean Cassegrain who initially sold tobacco and then produced luxury leather-covered pipes, then expanded into small leather goods, such as wallets, port covers etc. Longchamp Iconic Product Le Pliage is clear winner a was the cash cow for the company. La pliage has high sales levels generated cash to the full product line and spawned tremendous brand awareness, but the only problem was la pliage was a low cost product and they had to go start from la pliage which was at 60 pounds and its other products which went up to 800 pounds Lomgchamp was somehow missing a balance in the pricing.

Decisions Needed For Lonchamp to increase its overall value to 1 billion should it increase its sales on La pliage rather than limiting it from distributing it to full capacity. Should lonchamp add line extension to Its Iconic Product La pliage to leverage its Brand equity in more luxury high Price point products. Should Longchamp create a separate brand called Lapilage for itself which can cater to low cost products s and leverage the brand equity gained from the success of la pilage.

Key Issues

What was Longchamp’s original equity? How did Le Pilage Change Longchamp’s Equity?

Was Le Pilage successful innovation? Why or why not?

How should Longchamp manage le Pilage in the future

Should Longchamp extend into additional categories like menswear, eyeglass and fragrance? If so, which ones, and in which Priority?

How do Longchamp’s distribution choices effect the equity of the brand?

BACKGROUND: (Insert paragraph) Present an overview of the situation with key insights and dynamics. You should assume the audience of the report is the executive leadership team of the company, so they are aware of the company and brands.

DECISIONS NEEDED: (Insert paragraph) Explain what you are seeking to achieve from this report and/or what decision you are asking the leadership team to make from reading your report.

KEY ISSUES: (Insert bulleted statements) Highlight and analyze potential issues in the situation that the leadership team should understand. This analysis should be unbiased and present all sides of the issues.   

RECOMMENDATIONS: (Insert paragraph or bulleted statements) Your recommendation(s) should be written S.M.A.R.T. (Specific, Measurable, Achievable, Relevant and Timely)

NEXT STEPS: (Insert bulleted statements and estimated dates) Describe the action(s) that you/the team need to take to implement your recommendation(s).