Lladró: Journey of a Luxury Porcelain Brand in India
(7 pages of text)
The case discusses the opportunities and challenges faced by Lladró SA (Lladró), a Spanish luxury porcelain brand, when marketing itself in India in 2019. Lladró was known for its high quality, artistic, and handcrafted porcelain pieces created in its workshop in Valencia, Spain. In India, Lladró had gained popularity among high net-worth individuals and corporate executives through its “Spirit of India” series of sculptures featuring Hindu gods and goddesses in porcelain. However, with the changes in the luxury paradigm the company was striving to reorient the brand as a lifestyle luxury brand with a focus on functionality in its product offerings. The case raises questions about the future direction the brand should take in India without risking its prestige status. What strategies should Lladró adopt to target specific buyers in India? Would the company benefit from its expanding product portfolio or run the risk of diluting its exclusive luxury image with this growing product portfolio?
The case is intended for use in undergraduate- and graduate-level courses on marketing management, international marketing, or luxury branding, and can provide insight into the challenges involved in marketing a luxury art brand, especially for emerging market economies. After working through the case and assignment questions, students will be able to
- discuss the issues and challenges of luxury marketing with changing consumer preferences in an emerging market;
- evaluate and design the marketing strategies of a unique luxury brand with a global presence;
- analyze a luxury brand portfolio strategy and assess the benefits and risks of expanding into different product categories; and
- understand the relevance of the cultural environment for international marketers by assessing Lladró’s global strategies in Asian markets.
Arts, Entertainment, Sports and Recreation
India, Medium, 2019
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