Marketing Management Question Answer 2022

Running head: MARKETING MAAGEMENT
Marketing Management
Name of the student
Name of the university
Author note

MARKETING MANAGEMENT2
Table of Contents
Question 2: How does Le Pliage help and hurt Longchamp? Should Le Pliage be unleashed
from Longchamp to grow to its full potential as a separate brand?...........................................3
Question 3: Should Longchamp extend its brand further into menswear, eyeglasses, and
fragrances? What are the risks and benefits of licensing the Longchamp brand in order to
pursue this strategy?...................................................................................................................4
Question 4: What should Longchamp do to move up market into the luxury segment?...........5
References:.................................................................................................................................7

MARKETING MANAGEMENT3
Question 2: How does Le Pliage help and hurt Longchamp? Should Le
Pliage be unleashed from Longchamp to grow to its full potential as a
separate brand?
Long champ is one of the famous luxury leather goods company in France, which is
highly committed towards producing high quality of products. In the world of high fashion,
the company shows utmost commitment in the way of producing high quality of fashion
related products such as Burberry trenches and brinkin bag with the assistance of unique
brand like Le Pilange (Franco, Hussain & McColl, 2019). Appropriate branding plays a major
role in terms of gathering attention of customers, which is the key of strengthening the public
image of a brand. Being a famous luxury fashion brand, Long champ’s collection of nylon
handbag namely Le Pilange is one of the most necessary products around the world, which is
used by both young and old generation (Fernie & Sparks, 2018). However, it is becoming
utterly challenging for Long champ to manage the thrilled success of Le Pilange, which is
leading the company to refocus on high priced leather bag. Still, reining Le Pilange is quite
difficult due to its brand awareness.
In this way, it is becoming utterly difficult for Long champ to bit Le Pilange, which
eventually is affecting success of Long champ. However, the iconic handbag is one of the
signature products, making significant effort in the way of increasing brand awareness of
Long champ. Managing Le Pilange was quite difficult for Long champ due to its high sales
level. However, as Le Pilange is one of the famous brands around the world, it is important
for the company to separate their brand and create their own identity. This is the way, through
which the company can be able to strengthen their statistics of profit as the rate of sales of
this product is extremely high. It is true that Le Pilange was the entry point of Long champ,
which might make it difficult for the company to improve their public image (Esteban-Santos