The strategy of Event Marketing in luxury brands - Case: La Prairie

The purpose of this thesis was to observe how luxury brands, and more especially La Prairie, are using Event Marketing as a marketing strategy. Thanks to the implication of an expert through an interview, answers to a marketing problem were possible to find. This marketing problem were: What are the challenges of post-event marketing for La Prairie Group? La Prairie Group needed improvements to be more based on personal interaction with their clients. The company should therefore, come up with better alternative to post-event communication. Some solutions could be to use post-event survey and create a media contest with the most-liked posts of the event as winners of the new product for example. There are numerous solutions that may be used following a product launch event to help the company achieve even greater successful event. The role of Event Marketing has also been understood with the explanation of the theoretical aspects but also with the analysis of the marketing strategy of La Prairie. The interview of the expert has additionally allowed an in-depth vision of this strategy within the case company. The first part of this thesis concerned all the theory parts with terms that were detailed such as marketing strategy, product launching, luxury brands, and event marketing. The second part of this thesis has developed the methodology of this thesis with the research questions and the marketing problem. The third and last part of this thesis has explained the research findings with the presentation and analysis of the data collected