PGDM (2022-2024)

LUXURY BRAND MANAGEMENT

SESSION 3:
LUXURY BRAND PROPOSITION

CASE:
NAPPA DORI
CRAFTING THE BRAND STRATEGY

SUBMITTED TO:
PROF. NEENA SONDHI

SUBMITTED ON:
16 JANUARY 2024

SUBMITTED BY:
Vaishali Sutar
22PGDM268
 Nappa Dori

Summary:

Nappa Dori, a young Indian travel accessory brand, has captivated both domestic and
international markets with its unique blend of heritage, design, and wanderlust. This report
delves into Nappa Dori's brand strategy, evaluating its market potential, brand proposition,
and roadmap for global luxury aspirations.
 1. Market Potential
National Market:

Potential:

 Growing upper-middle class: An expanding customer base with increasing disposable

income.
 Appreciation for handcrafted goods: Increasing interest in products with cultural heritage and
quality craftsmanship.
 Unique brand positioning: Combining contemporary design with Indian influences creates a
distinct stand-out.

Challenges:

 Competitive landscape: High price point compared to mass-market brands and competition
from international players.
 Limited brand awareness beyond metros: Requires focused marketing and expansion
strategies.

International Market:

Potential:

 Rising affluence globally: Increased demand for luxury goods, particularly with unique
narratives and cultural connections.
 Travel-focused brand DNA: Aligns with the growing interest in experiential travel and
personalized luxury.
 Strong existing presence in select markets: Already established in airports and high-end
retailers, providing a foundation for further expansion.

Challenges:

 Intense competition from established luxury brands: Requires differentiation through brand
storytelling, quality, and innovative design.
 Building brand awareness and recognition: Establishing Nappa Dori's unique value
proposition globally takes time and investment.
 Maintaining premium image across diverse markets: Adapting pricing, communication, and
distribution strategies to different regions.

Thus, Nappa Dori has established itself in both the domestic and foreign markets in less than a
decade. The brand, according to Ankur Bisen, vice-president of a retail consulting organisation, is "It
was like a bridge to luxury, or quality at a reasonable price. Mr. Sinha had big aspirations, and he
wanted to extend to other international airports, he said "Given that the DNA of Nappa Dori is
intrinsic to the concept of travel, he absolutely wants to be at airports from a strategy aspect. He was
also considering expanding his sales activities to other European countries, particularly those in
Scandinavia. On the domestic front, he had Goa in mind, a popular local and international vacation
spot. The brand also has shop-in-shop counters at Doha International Airport and the luxury resort
Huvafen Fushi in the Maldives, stocking high-end merchants in both domestic and international 19
markets, and exporting through distributors in Paris, London, Japan, Singapore, and the United States.
Nappa Dori also offered products through its own finely created website, which contributed for nearly
14% of total product sales. As a result of the data, it is apparent that Nappa Dori has a lot of promise
in both national and international markets.
 2. Brand Proposition and Comparison
Proposition:
 Combining rich Indian heritage with contemporary design aesthetics.
 Focus on handcrafted, sustainable, and ethically sourced products.
 Evoking a sense of timeless elegance and personal connection.
 This brand applies a minimalist, wanderlust- inspiring designs in their product which makes
them different from other brands.
 Though it’s a luxury brand but its most selling bag packs starts from only 15$ which is
nowhere in competition and the nearest one is samsonite which 200$.
 They also focused in combining technological improvements with classic detailed
craftmanship in their products and the final and major is they continuously focused on
expanding their business in different areas like opening a café collaborating with concert
shows which is not common for and luxury brand.

Resonance:
 Appeals to discerning customers seeking unique and meaningful experiences.
 Sustainability aspect resonates with environmentally conscious consumers.
 Strong in India due to the cultural connection and craftsmanship focus.

Comparisons:
 Similar brands: Loewe, Bottega Veneta, Stella McCartney (global appeal, focus on craft).
 Indian niche brands: Fabindia, Jaypore (cultural connection, handcrafted goods).

Competitive advantage:
 Distinctive blend of global and Indian influences, emphasis on ethical sourcing and
sustainability.
BRAND IDENTITY PRISM:

Brand Logo, Earthly Colours, Trunk Bags, Romantic, ambitious, passionate,

Handmade Leather Products traveler

Reliable Product as well as trust Vibrant product with

worthy Travel Partner with in detail contemporary looks, vintage
craftmanship. touch with Indian craftsmanship,
detailed oriented.

Upper Middle Class to Upper Class, Professionals, Sophisticated, elegant, ambitious,

International Tourists, Age group of 26-45 years, well confident, opinionated.
defined notion of design, Adventurous.

BRAND RESONANCE FRAMEWORK:

Brand loyalty and advocacy: Satisfied customers become repeat purchasers and recommend the brand to others.
Emotional connection: Nappa Dori evokes feelings of wanderlust, cultural pride, and conscious consumerism.
Sense of belonging: Brand community fostered through online platforms and events encourages customer attachment.

RESONANCE

Individuality and self-expression: Products encourage personal journeys and unique

travel experiences.
Cultural connection: Indian heritage evokes pride and authenticity for domestic
customers.
. Conscious consumerism: Focus on sustainability and ethical sourcing resonates
with environmentally conscious consumers

JUDGEMENTS FEELINGS

Evocative visuals: High-quality photographs and videos showcasing

products in travel settings create wanderlust and emotional connection.
Minimalist aesthetic: Clean lines and timeless designs resonate with
modern sensibilities.
Cultural touchstones Indian elements adds depth and storytelling.

PERFORMANCE IMAGERY

 High brand recognition: Presence in domestic and international markets, shop-in-shop

counters, online store, and media mentions lead to strong recognition.
 Distinctive brand identity: Blend of Indian heritage and contemporary design sets Nappa Dori
apart.
 Active engagement: Collaborations with cafes, events, and cultural institutions create buzz
and interaction.
SALIENCE

By creating and evaluating above resonance framework we can see that the Nappa Dori use
the right-hand side of the pyramid i.e., Salience, imagery, feelings and resonance and resonate
itself as a symbolic brand in front of its customers.
 Nappa Dori's Global Voyage
While the future is always in flux, here's a glimpse into Nappa Dori's potential voyage towards global
luxury:

Crystal Ball Predictions:

Promising Future:
 Rising global demand for experiences over possessions: Nappa Dori's travel-centric narrative
aligns perfectly with this shift.
 Growing appreciation for handcrafted goods and cultural authenticity: Nappa Dori's unique
blend of Indian heritage and modern design stands out.
 Increased awareness of ethical practices and sustainability: Nappa Dori's commitment to these
values resonates with conscious consumers.

Potential Challenges:
 Intense competition in the luxury market: Differentiating from established brands requires
consistent innovation and storytelling.
 Maintaining brand coherence during expansion: Balancing geographical and product
diversification with core values will be crucial.
 Reaching and engaging new audiences in diverse markets: Targeted marketing and
partnerships will be essential.

Sharpening the Luxury Proposition:

Brand Elements:
 Elevate logo and design aesthetics: Consider a more sophisticated logo, website revamp, and
store design reflecting high-end materials and craftsmanship.
 Premium materials and collaborations: Introduce limited-edition collections using exquisite
leathers, silks, and collaborations with renowned artisans or designers.
 Exceptional customer experience: Offer personalized consultations, VIP travel packages,
exclusive events, and access to cultural experiences.

Strategic Expansion:

Expansion Paths:

New Geographies:
 Short-term: Focus on key international cities like New York, London, and Dubai with
high concentrations of affluent travelers.
 Long-term: Explore cultural hubs like Paris, Milan, and Tokyo.

New Product Lines:

 Short-term: Expand current categories with more premium offerings like luggage sets,
travel accessories, and writing instruments.
 Long-term: Consider venturing into fashion accessories or homeware that complement
the travel theme.
Short- and Long-Term Strategies:

Short-term:
 Refine branding and product offerings as mentioned above.
 Partner with luxury travel agencies, airlines, and cultural institutions.
 Focus on digital marketing and influencer collaborations.
 Open flagship stores in key international cities.

Long-term:
 Develop dedicated travel accessory lines with functional features and luxury materials.
 Expand product collaborations with renowned cultural figures or luxury brands.
 Host exclusive travel experiences and retreats.
 Open additional stores in luxury travel destinations.

Can Gautam Sinha Achieve His Aspirations?

Yes, absolutely, but with focus and adaptation.

Nappa Dori has the potential to become a global luxury brand if Sinha:
 Maintains a clear and consistent brand narrative: Balancing heritage with modern design
throughout expansion.
 Prioritizes high-quality materials and craftsmanship: Elevating the product experience without
compromising affordability.
 Builds emotional connections with customers: Emphasize travel stories, cultural experiences, and
personalized services.
 Adapts to diverse markets: Understand local preferences and tailor marketing and communication
strategies accordingly.
 Invests in brand awareness and storytelling: Build global recognition through targeted campaigns
and collaborations.