GROWING LUXURY MARKETS IN AND OUT OF INDIA

INTERNATIONAL MANAGEMENT GROUP 10

12.04.2017
Table of content

- What are the major factors that stimulate the growth of luxury
industry in India? DONE
- Which one are very specific to India? DONE RAFFAELE &
VALENTINA

- What are the major challenges taking place in the luxury

industry in India? GUOWEI

- What are the personality traits of the brand Shivan and

Narresh. To what extent are they unique? DONE
- What could be the specific value proposition for international
markets? STEFI

- How would you describe the Indian luxury consumer in

general, and the segment targeted by Shivan & Narresh? Is
there a market for the brand outside India, and if so who and
where? ALESSIO

- Considering the international marketing strategy for the

brand,
12.04.17what recommendations would you make in terms of a) 2
AGENDA

1 LUXURY INDUSTRY IN INDIA

GROWTH
MAJOR CHALLENGES
2 THE BRAND SHIVAN & NARRESH
3 POTENTIAL FOR GOING INTERNATIONAL
4 RECOMMENDATION FOR MARKETING STRATEGY

12.04.17 3
1.
LUXURY INDUSTRY IN INDIA

12.04.17 4
 FACTORS THAT STIMULATE THE GROWTH OF LUXURY INDUSTRY IN
1 INDIA
Stronger value (Rupee)

Political factor

The second factor that

stimulate the growth of
luxury industry is the
Indian general election
Increasing of the internal consumptions in the luxury of 2014. Indeed the new
market government adopted
industry-friendly
policies and the new
government agenda was
focusing on the growth of
the industries within the
country and the
flourishing of the global
12.04.17 +121% +225% economy. 5
1 WHICH ONE ARE VERY SPECIFIC TO INDIA?
DEEP TRADITION OF LUXURY
- Indian history is filled with
love for fine things, as
shown in architecture,
rituals, festivals
- large pool of different
craftsmen, artisans and
designers skilled in
producing luxury products
- luxury concept has always
played an important role in
12.04.17
social life, as clear indicator
WOMEN WITH RISING INCOME
- income level of urban
Indian women has doubled
in the last decade
HENRYs (high earning not rich yet
individuals)
- young people, highly paid
and well educated that are
ready to save up to buy
luxury products
- their income grows, so they
are likely to become long
WEDDING MARKET
- a showcase for all things
that are Indian and
luxurious
- it is an occasion for the
family to demonstrate its
position in the social
environment
- everyone makes money
out of it (beauty clinics,
decor, cosmetic giants
and, of course, the 6
1 MAJOR CHALLENGES OF INDIAN LUXURY MARKET

1. Lack of international well- know

brands
Despite its luxury heritage, talent and knowhow, there are
few globally
recognised luxury brands that have emerged from India.

Consumers becoming more quality conscious and attracted

by status symbol.
2. Retailing system is changing

The Indian luxury market has become more and more segmented

Infrastructure need improve

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2.
THE BRAND SHIVAN & NARRESH

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2 THE BRAND SHIVAN & NARRESH
Brand personality traits: Brand uniqueness:
first Indian beachwear brand
unique identity mix of Indian tradition (sari) &
western style
modern (bikini) in design & colors
new cut approach for bikinis
sophisti instant recognition
innovati
ca-ted
ve

color
blocking

12.04.17 Source: http://www.shivanandnarresh.com/history/ 9

THE BRAND SHIVAN & NARRESH

What could be the specific value proposition for international

markets?

10
3.
POTENTIAL FOR GOING INTERNATIONAL

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12.04.17 12
13
4.
RECOMMENDATION FOR MARKETING STRATEGY

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Distribution Strategy
Exclusive Distribution Channel
London

Paris Milan
Flagship stores Consumers New York
Los Angeles Tokyo

Hong Kong

Franchisor Franchisee Consumers

Company owned Flagship Stores Sydney

Franchised specialty retail stores

Countless tourists/visitors and locals are

awed by the iconic and unabashedly
extravagant luxury flagship stores that
reinforces the brand's image in
consumer's minds

Images: Flagship store of Shivan & Naresh in Goa and New Delhi

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THANK YOU FOR YOUR ATTENTION!