LUXURY BRANDS

Luxury Brand Launch - Tod's

Executive Summary

The paper has conducted marketing evaluation of Tod's entry into the Brazilian market. Market analysis shows that Brazilian market is a bowl of tremendous growth opportunities well coated into heavy tax regulations and political instability. The luxury sector of Brazil has opened to international players and it has provided a good competitive environment for luxury goods such as Tod's. Moreover, adaptation of Spanish culture into Brazilian cultural values will embrace Tod's with the ability to focus on customer needs and preferences. In addition to this, paper has provided a glance over effective market penetration strategies, communication plan, and event launch that may assist Tod's to make a successful launch into Brazilian market of luxury goods.

Word Count: Tod's, Brazilian market, heavy tax regulation, political instability, international players, competitive environment, Spanish culture, market penetration strategies, communication plan, event launch

Luxury Brand Launch - Tod's



Introduction

The paper aims at evaluating Tod's luxury brand launch into a highly competitive luxury market of Brazil. In the lead of Tod's brand identity, the paper undertakes a close inspection of Brazilian luxury market and cultural values. Additionally, the paper examines true reasons for Tod's to create a blend of Spanish and Brazilian cultures through effective strategies of market penetration. Moreover, the paper provides a communication plan and event launch strategy to ensure successful entry into the Brazilian market.

Discussion

Overview of Tod's

Tod's is an Italian based holding company, which has been known for creating, producing and distributing accessories, leather goods, apparels and shoes (Reuters, 2013, p. n.d.). In the luxury sector, Tod's is operating under the umbrella of four recognized brand names including Hogan, Roger Vivier, Tod's, and Fay (Tod's, 2013, p. n.d.). Over the past few years, Tod's has expanded its business operations on a global scale with an easy access to luxury markets of approximately 14 countries including San Marino, Italy, Hong Kong, the UK, the US, Switzerland, India and Turkey. Tod's has become a globally known brand with efficient distribution network based on franchise stores, selective range of retailers and Directly Opened Stores (DOS) (Reuters, 2013, p. n.d.).

Tod's Brand Definition

Over the past several years, Tod's has developed itself as a cult brand that became a modern living icon (Tod's, 2013, p. n.d.). Tod's has defined its brand as a perfect mix of modernity, quality and traditions. A Tod's brand is a modern, exclusive, practical and recognizable object, which is skilfully crafted and intended through hand-made techniques and arduous modifications (Tod's, 2013, p. n.d.).

Tod's Brand Identity

Being a global brand, Tod's is known for shoes and leather made luxury products (Tod's, 2013, p. n.d.). Tod's has created an iconic personality as a luxurious and elegant brand with designs that are clean and timeless. The company has developed its brands on the basic roots of Italian craftsmanship and contemporary luxury (Hill & Chu, n.d., p. n.d.).

On a global scale, launch of the D bag and the Driving Shoe styles has received commendable appreciations and has established an iconic identity of Tod's brands, as a perception ...