Q1) Explain Longchamp's positioning?Is Le Pliage aligned with this positioning? Justify your answer. (10 Points)

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Q2) What are the current distribution channels for Longchamp? Are they in line with their positioning? Should they expand to more outlets? (10 Points)

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Q3) How would you classify the consumer goods that are marketed by Longchamp and what implications does this have for the marketing mix. (10 Points)

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Q4) Explain in detail how Longchamp expanded their product lines and product mix, make sure to explain the benefits of each of these expansion decisions. (15 Points)

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Q5) As a brand, explain how Longchamp captured the essence of each PLC stage they went through to strengthen their brand.Explain how they have extended the product life-cycle for LePliage using the target consumer profile and the trends. (15 Points)

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Q6) What is the pricing strategy of Le Pliage? Is it in line with the Longchamp overall pricing strategy? How is the demand curve different for LePliage as a luxury brand? (15 Points)

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Q7) Longchamp communicated femininity and fashion in a campaign in 2006 featuring Kate Moss as their Brand Ambassador and in 2015, Alexa Chung.Assess both campaigns' impact on the brand and target market. (15 Points)

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Q8) Explain the concept of multibrands as a strategy. How can this strategy apply to the Longchamp brand of ladies' handbags? (10 Points)

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