Corporate and Business Strategy

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The Lollipops Analysis

Words: 2O74

March 2O11
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Introduction

Lollipops is a French brand of fancy fashion accessories created in 1994 by two young dynamic executives: Yann Ducarouge and Marjorie Mathieu. He’s the commercial and she’s the designer. In France, the market of fancy fashion accessories is a real niche and Lollipops has a monopolistic position. Nowadays, Lollipops products are sold in 1OO shops under “Lollipops”, 12OO multi brand shops worldwide and online. To explain this phenomenon, I will cover the strategic positioning and the environment of Lollipops during this essay.

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The strategic positioning

The strategic positioning is about the choice of elements giving to offers a credible, different and attractive position on the market and inside the customers’ mind. So, it has to consider the beliefs and needs of consumers, potential advantages of the product and the product positioning of competitors. The strategic positioning takes shape through the mix marketing: price, product, place and promotion. A good positioning must to be simple, desirable, original and credible. “Consumers, saturated with products and advertising, perceive and remember only simple positioning, articulated around a small number of distinctive features” (Lindon, 1994).

In a first time, Lollipops conceived fancy leather goods only, matching bags and wallets. With its success, founders decided to extend their products to fancy fashion accessories: shoes, jewellery, umbrella, bell, hat... In the niche of fancy fashion accessories, Lollipops is known to be the first and the only brand until now to sell products for which the core business is the accessory. Moreover, the brand is more and more known for the very good quality and the originality of its products. The brand managed to