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 selected high-end multi-brand stores and

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 store yang mewah

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

Miuccia

PradaPatrizio Bertelli

fPrada Grup

Prada, represents the best of Italian culture and tradition, sophisticated style an uncompromisingquality and, as one of the most innovative fashion brands, it is capable of re-defining“thenorm”, 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 andintimacy 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 informaloccasions, Car Shoe products are targeted at a sporty and elegant clientele

fPrada 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 informaloccasions, Car Shoe products are targeted at a sporty and elegant clientele

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

fashion.

f

Goal/Objective

The Prada brand targets aninternational customer base that ismodern, sophisticated, aware ofstylistic innovations and expectscraftsmanship of the highest quality.

To be a leading fashion label and sellhigh end product worldwide

To make Prada product not only abrand but also a piece of art

To provide customer exceptionalservice and cutting edge technology

f

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 mendobrak teknologi

f

f

Company’s

Strategy Design Creativity is the first step of the

quality process

Production the quality process involves thecareful selection of materials which areoften exclusively made for Prada based onvery detailed specifications

Distribution The Group’s innovativeapproach and quality standards also applyto distribution

Image and communication Effectivecommunication is key to building andmaintaining a unique and powerful brandimage.

Art and culture Prada interest incontemporary art led to their decision withslogan “the most powerful mental and

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

kontempori yang banyak berpengaruh pada

Global Brands Position

72nd place with intangible asset

value $ 5,570 M and increase 30%

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

working to effectively integrate digital and physical

fMarketing Mix- Line Product

fMarketing Mix-Product (Women

Shoes)

fMarketing Mix-Product (Men’s

Shoes)

fMarketing Mix-Product (Hand Bags)

fMarketing Mix-Product (Shirts)

fMarketing Mix-Product (Wallets)

fMarketing Mix-Product (Belts)

fMarketing Mix-Product (Briefcases)

fMarketing Mix-Product (Accessories)

fMarketing Mix-Product (Fragrances)

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

fMarketing Mix-Price

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

Brazil

fMarketing Mix-Places

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

fMarketing Mix-Places

Prada Store, Milan, Italy Prada

Store, Tokyo, Japan

fMarketing Mix-Places

Prada Store, Broadway, New York

fMarketing Mix-Places

Prada Store, Los Angeles, Beverly Hills

fMarketing Mix-Places

Prada Store

fMarketing Mix-Places

Prada Store

fMarketing Mix-Places

Prada Store, Denpasar-Bali

fMarketing Mix-Places

fFuture Product

fFuture Product

Consolidated income

statement

fMarket Share

fMarket Share

fMarket Share

fMarket Share

fCompetitors

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

Brand Equity Forecast

0

5000

10000

15000

20000

25000

30000

2013 2014 2015

Bra

nd

Eq

uit

y

LVHT

H&M

ZARA

GUCCI

HERMES

CARTIER

BURBERRY

RALPH LAUREN

GAP

References

Prada annual report 2013

Prada interim report 2013

www.prada.com

Interbrand journal 2013

Thanks

KALFAJRIN

KURNIAJI

1303167