Mauboussin: The launch of the ring 'Night of Love'

This is a French version. Case scenario: This case study looks at the launch of the new ring 'Night of Love' by the company Mauboussin. It enables the study and analysis of the specificities and constraints usually faced by a luxury company, as well as the understanding of the future projects and expectations of the company’s CEO. The positioning of Mauboussin, clearly different from its competitors, helps the company to move away from a strategy focussed on sales volume to a strategy trying to uncover the motives of purchasing habits so as to encourage both deep thinking as well as creativity in the development of its new product ranges. The aim of the case study is therefore to suggest actions to ensure a successful launch of this new ring by making recommendations for each element of the marketing mix. To be successful in this, one should keep in mind the current context of the luxury jewelry industry, and the general strategy of Mauboussin. Creative and original suggestions are welcome but innovations should not deteriorate the brand’s image. Thus, it is important to remember that jewellery is traditionally a conservative industry and to ensure that suggestions are realistic and coherent. To go further, the CEO is seeking advice about widening the product range and designing a variation of the ring 'Night of Love'. Keeping in mind the structure and nature of the competition as well as the brand strategy, recommendations should be provided at the product technical level and from a marketing perspective too. Teaching objectives: This case study helps the understanding of the specificities of a luxury company evolving in the jewelry industry through the launch of a new product, the ring 'Night of Love'. The case challenges the students’ capabilities to understand and analyze the specificities of a market with a minimum of information. Student level Bachelor 2nd and 3rd years as well as MSc students. Case suited to a learning sequence of 4 hours.