Brief and guidelines
You will need to investigate the Brand Berluti,
You will need to go to https://www.berluti.com/en-fr/homepage/ external analysis please explain in depth:
– Question 1: The rich History of the Brand (beware of plagiarism), (on 10pts)
- Question 2: The DNA of the Brand, its codes, its values & its missions, (be
very specific) (on 10pts)
- Question 3: The Competition of the Brand (in which market does the brand operate?, SWOT, create a market
mapping & give an analysis for the 3 key competitor including SWOT) (on 15pts)
- Question 4:The Customer segmentation: identify & explain the 2 main
segments of customers targeted by the
brand (on 10pts)
- Question 5: The Marketing Mix strategy for each segment
* Products: explain the product segmentation, look & feel, categories, etc (in relation with the customers targeted), (on 15pts) 

* Price: explain the price strategies of each product segment, (on 10pts) 

* Place: explain the Distribution strategy of the brand, where does the brand retails their products for each 
customer group, (on 10pts) 

– Question 6: In at least 300 words give your documented opinion on the brand strategy. (on 10pts)
Professionalism & Creativity (on 10 pts)
NO PLAGIARISM will be accepted.
Respect the order of the questions (1/2/3/4/5A/5B/5C/5D) when organizing
your document,
Present your research on Keynote or Powerpoint then convert into PDF
Make sure you explain your findings with clear words & short paragraphs (screenshots, images are welcome to illustrate but will need to be explained/
analysed),
Your document will need to be presented in a professional way (with all the specific parts expected, as seen in class), Your work needs to use
professional & specific vocabulary,
Your research needs to be in depth, organized & documented with research (as least 20 slides).
Deliverables:

Present your research on a PPT, Keynote & upload the PDF