Tugas analisis perusahaan global dalam meningkatkan rangking interbrand

2. Profile and
History
 Prada is a brand that selling leather
handbags, travelling trunks, dress, leather
accessories and beauty cases, luxury
accessories and articles of value.
 The company was started in 1913 by Mario
Prada and his brother Martino as a
leathergoods shop – Fratelli Prada (English:
Prada Brothers) – in Gallery Vittorio
Emanuele II, Milan, Italy
 The Group operates in more than 70 countries
through 461 directly operated stores,
25franchise operated stores and a network of

3. Profil dan
Sejarah
 Prada adalah sebuah brand yang menjual
produk berupa handbag kulit , tas koper,
pakaian, asesoris, tas cantik, perhiasan
mewah, dan barang-barang bernilai.
 Perusahaan didirikan pada 1913 oleh mario
prada dan saudara laki-lakinya, martino
sebagai sebuah toko barang-barang kulit di
galeri Vittorio Emanuele II, Milan, Italy
 Grup perusahaan ini beroperasi di lebih dari
70 negara dengan 461 toko langsung (directly
operated stores), 25 toko waralaba, dengan
jaringan retail kelas atas pada departemen

4. fTop Management
“I Love fashion, but i think it should stay in it’s
place, not rule your life. It’s a very nice part of
your life, but i think it should be fun”
Miuccia
Prada
Patrizio Bertelli

5. f
Prada Grup
 Prada, represents the best of Italian culture and
tradition, sophisticated style an uncompromising
quality and, as one of the most innovative
fashion brands, it is capable of re-defining“the
norm”, always anticipating and often setting new
trends
 Miu miu, characterized by its avant-garde,
sensual and provocative style, which seeks to
evoke a luxurious sense of freedom and
intimacy with attention to detail and high quality
 Church, remains a recognized leader in the
men’s handmade luxury footwear industry.
characterized by its classical style and
sophisticated English elegance based on the
combination of fine leather and high-quality
craftsmanship
 Car Shoes, suited for leisure time and informal
occasions, Car Shoe products are targeted at a

6. f
Prada Grup
 Prada, merepresentasikan gaya dalam budaya dan
tradisi italia yang mempesona dengan kualitas yang
menjanjikan sebagai satu dari produk fashion yang
paling inovatif. Prada mampu memperbaharui
“norma” . Selalu mengantisipasi dan sering
menentukan trend baru
 Miu miu, dikarakterisasikan sebagai ,......., gaya
sensual dan proaktif, dimana ditujukan untuk
 Miu miu, characterized by its avant-garde, sensual
and provocative style, which seeks to evoke a
luxurious sense of freedom and intimacy with
attention to detail and high quality
 Church, remains a recognized leader in the men’s
handmade luxury footwear industry. characterized by
its classical style and sophisticated English elegance
based on the combination of fine leather and high-
quality craftsmanship
 Car Shoes, suited for leisure time and informal
occasions, Car Shoe products are targeted at a
sporty and elegant clientele

7. Vision and Mision
 Vision : Interest and careful
observation of the world, society and
culture are at the core of Prada’s
creativity and modernity.
 Mission : pushed Prada beyond the
physical limitations of boutiques and
showrooms, leading us to interact
with diverse, seemingly distant
worlds, and introducing, very
naturally, a new way of creating
f

8. Goal/Objective
 The Prada brand targets an
international customer base that is
modern, sophisticated, aware of
stylistic innovations and expects
craftsmanship of the highest quality.
 To be a leading fashion label and sell
high end product worldwide
 To make Prada product not only a
brand but also a piece of art
 To provide customer exceptional
service and cutting edge technology
f

9. Goal/Objective
 Prada menjangkau pasar sasaran
mencakup basis konsumen inernasional
yang modern, update, sadar akan inovasi
gaya dan mengharapkan keahlian
dengan kualitas terbaik.
 Menjadi pemipin dalam mode dan
menjual produk kelas atas ke seluruh
dunia.
 Menjadikan produk Prada tidak hanya
semata merk (brand) tetapi juga sebagai
salah satu hasil dari karya seni.
 Menyediakan pengecualian pada
pelayanan pada pelanggan serta
f

10. f
Company’s
Strategy
 Design Creativity is the first step of the
quality process
 Production the quality process involves the
careful selection of materials which are
often exclusively made for Prada based on
very detailed specifications
 Distribution The Group’s innovative
approach and quality standards also apply
to distribution
 Image and communication Effective
communication is key to building and
maintaining a unique and powerful brand
image.
 Art and culture Prada interest in

11. f
Company’s
Strategy
 Design Kreatifitas adalah langkah pertama dalam
proses yang berkualitas.
 Production Produksi merupakan fase kedua dalam
mentukan kualitas yang melibatkan pemilihan
bahan baku secara cermat yang dibuat eksklusif
hanya untuk Prada berdasarkan spesifikasi
terperinci
 Distribution senantiasa berinovasi dalam
pendekatan standar kualitas yang diaplikasikan
pada saluran distribusi
 Image and communication Komunikasi yang
efektif adalah kunci dalam membangun serta
menjaga sebuah citra merk yang unik dan kuat.
 Art and culture Prada tertarik pada seni

12. Global Brands Position
 72nd place with intangible asset
value $ 5,570 M and increase 30%

13. f Explaination
 “Moving beyond” seems to be the recurring theme for Prada,
Prada chooses to constantly redefine its present with a
confident, unorthodox attitude.
 To celebrate its anniversary in Milan’s Galleria Vittorio
Emanuele II, Prada is planning a dramatic expansion with a
flexible layout to house retail, events, and the brand’s
headquarters
 Prada is also involved in the transformation of historic
industrial buildings and the construction of a tower in Largo
Isarco in Milan that will serve as a new art center complex for
Fondazione Prada.
 The brand’s relationshipwith the arts is the natural result of its
values. From Prada Ars Multiplicata exhibition in Venice,
featuring the likes of Warhol, Oldenburg, and Duchamp, to the
Dress Gatsby collaboration with Catherine Martin for Baz
Luhrmann’s film adaptation of the classic Fitzgerald novel,
Prada can credibly claim to have shifted its strategy from
traditional campaigns to full-fledged projects. The brand is

14. f
Marketing Mix- Line Product

15. fMarketing Mix-Product (Women
Shoes)

16. fMarketing Mix-Product (Men’s
Shoes)

17. f
Marketing Mix-Product (Hand Bags)

18. f
Marketing Mix-Product (Shirts)

19. f
Marketing Mix-Product (Wallets)

20. f
Marketing Mix-Product (Belts)

21. f
Marketing Mix-Product (Briefcases)

22. fMarketing Mix-Product
(Accessories)

23. f
Marketing Mix-Product (Fragrances)

24. Prada has many product with
varying price levels
 Purses : $400-$3.000
 Shoes : $300-$600
 Appareal : $200-$300
 Sunglasses : $200-$300
 Fragrance : $200-$300
 Skin Care : $50-$150
f
Marketing Mix-Price

25. Prada store locate in 70 countries through
461 directly operated stores, 25franchise
operated stores and a network of selected
high-end multi-brand stores and luxury
department stores.
 Marocco
 Australia, China, Guam, Hongkong, Japan,
SouthKorea, Macau, Malaysia,New
Zealand, Philiphines, Saipan, Singapore,
Taiwan, Thailand
 Austria, CzechRepublic, France, Germany,
Greece, Ireland, Italy, Monaco,
Portugal, Russia, Spain, Sweden,
Switzerland, Turkey, United Kingdom,
Ukraine, Netherland
 Kuwait, United Arab Emirates, Qatar
 United States, Canada, Mexico
f
Marketing Mix-Places

26. Prada tersebar di lebih 70 negara.
Prada memiliki 461 unit toko langsung
dan 25 unit toko waralaba tersebar di
lebih dari 70 negara. Lokasi toko prada
berada di departemen strore yang
berkonsep mewah.
 Marocco
 Australia, China, Guam, Hongkong, Japan,
SouthKorea, Macau, Malaysia,New Zealand,
Philiphines, Saipan, Singapore, Taiwan, Thailand
 Austria, CzechRepublic, France, Germany,
Greece, Ireland, Italy, Monaco, Portugal,
Russia, Spain, Sweden, Switzerland, Turkey,
United Kingdom, Ukraine, Netherland
 Kuwait, United Arab Emirates, Qatar
 United States, Canada, Mexico
 Brazil
f
Marketing Mix-Places

27. Prada Store, Milan, Italy Prada
Store, Tokyo, Japan
f
Marketing Mix-Places

28.  Prada Store, Broadway, New York
f
Marketing Mix-Places

29.  Prada Store, Los Angeles, Beverly Hills
f
Marketing Mix-Places

30.  Prada Store
f
Marketing Mix-Places

31.  Prada Store
f
Marketing Mix-Places

32.  Prada Store, Denpasar-Bali
f
Marketing Mix-Places

33. f
Future Product

34. f
Future Product

35. Consolidated income
statement

36. f
Market Share

37. f
Market Share

38. f
Market Share

39. f
Market Share

40. f
Competitors

41. In $m
Years
2013 2014 2015
LVHT 24.893,00 26.386,58 26.386,58
H&M 18.168,00 19.984,80 21.983,28
ZARA 10.821,00 12.335,94 14.062,97
GUCCI 10.151,00 10.861,57 11.621,88
HERMES 7.616,00 9.367,68 9.367,68
CARTIER 6.897,00 8.690,22 10.949,68
BURBERRY 5.570,00 6.226,80 7.472,16
RALPH LAUREN 4.584,00 5.225,76 5.957,37
GAP 3.920,00 4.116,00 4.321,80
Brand Equity Forecast

42. Brand Equity Forecast
0
5000
10000
15000
20000
25000
30000
2013 2014 2015
BrandEquity
LVHT
H&M
ZARA
GUCCI
HERMES
CARTIER
BURBERRY
RALPH LAUREN
GAP

43. References
 Prada annual report 2013
 Prada interim report 2013
 www.prada.com
 Interbrand journal 2013

44. Thanks
KALFAJRIN
KURNIAJI
1303167