Contents: About Prada History Timeline Company Goal Target Customer Positioning Marketing Mix Approach Innovation SWOT

1. Submitted by:
Shahrina Yeasmin
ID: 171-111-001

2. Contents
• About Prada
• History Timeline
• Company Goal
• Target Customer
• Positioning

3. Miuccia Prada

4. HISTORY
TIMELINE
Mario Prada opens in Galleria
Vittorio Emanuele II, Milan.
1913
Prada is appointed “Official Supplier to
the Italian Royal Household”.
1919
Prada launches a special type of
nylon – fine and as precious as silk.
1950
Prada’s granddaughter, Miuccia and
Tuscan businessman Patrizio Bertelli
take over the company.
1977
Launch of Prada’s first women
footwear collection.
1979
New store opened in Via
della Spiga, Milan.
1983
Stores opened in New York and Madrid,
followed by London, Paris and Tokyo.
1986
Prada runs its first women’s collection at
its headquarters in Milan.
1988
“Milano Prada Arte”/”Fondazione Prada”
project is born.
1993
Bertelli creates the “Prada Challenge for
the America’s Cup 2000”
1997
START
New headquarters between via Bergamo and
via Fogazzaro underway.
1999
Launch of the sunglasses and optical
eyewear collection by Prada.
2000

5. Opening of the first Prada Epicentre
on Broadway, New York.
Prada takes control of Car Shoe.
2001
Prada opens its American Headquarters
on 57th Street, New York.
2002
Agreement with PUIG Beauty &
Fashion group for fragrances and
Luxottica for eyewear.
Opening of second Prada
Epicentre in Aoyama, Tokyo.
2003
Opening of third Prada Epicentre in
Beverly Hills, Los Angeles.
Premiere of “Waist Down” in the Tokyo
Epicentre then New York and LA.
2004
Prada presents the short film “Thunder
Perfect Mind” adapted from Jordan Scott’s
poem of the same name to launch Prada’s
new fragrance.
2005
Miu Miu becomes part of the official calendar of
Paris’ Pret-a-Porter runway.
Launch of Prada’s first masculine fragrance.
2006
Launch of Prada’s phone by LG –
the first phone with an entirely
“touch” screen.
2007
Prada presents “Trembled Blossoms”, an
animated imaginative short film inspired by the
Spring/Summer collection.
2008
Presentation of the “Prada book”.
Seoul hosts the Prada Transformer –
a futuristic rotating building which
holds four different events (art,
cinema, fashion and culture).
2009
Launch of “Prada Made in…”
collection. Collections are hand-
made in local workshops.
Prada is one of three official partners
of the Italian Pavilion at the 2010
Expo of Shanghai.
2010
FINISH

6. Company Goals
• To be a leading fashion label and sell high end
products worldwide.
• To make PRADA products not only a brand
but a piece of art.
• To provide exceptional customer service and
cutting edge technology.

7. • Prada, represents the best of Italian culture and tradition,
sophisticated style an uncompromising quality.
• Miu miu, characterized by its avant-garde, sensual and
provocative style, which seeks to evoke a luxurious sense of
freedom.
• Church, remains a recognized leader in the men’s handmade
luxury footwear industry. characterized by its classical style
and sophisticated English elegance based on the combination
of fine leather and high-quality craftsmanship.
• Car Shoes, suited for leisure time and informal occasions, Car
Shoe products are targeted at a sporty and elegant client.

8. Target customer
1. People who pursue
high-quality goods
2. Who can stand for
innovations
3. Affluent customers
who are willing to
spend more than
most

9. Positioning
The term 'positioning' refers to the consumer's
perception of a product or service in relation
to its competitors.
 Sophisticated and trendsetting goods
 Leading the high fashion trend
Rare and valueble materials and
sophisticated manufacturing techniques
The PRADA brand exhibits:
• Elegance
• Chic
• Prestige
• Social Rank
Consumers buy PRADA when:
• New fashion trends
• Change of season
PRADA consumers expect:
• High Quality
• Class and wealth
• Luxury

10. Thank You