Overview
What this challenge is about.
Your task is to create a 3-year brand revitalization plan. Constraints: no price reduction below CHF 2,000; must maintain Swiss-made certification; budget of CHF 5 million for marketing. Success is measured by a 15% increase in brand consideration among 25-35 year olds and a 10% sales lift. Deliverables include a brand positioning statement, a new product concept, a marketing mix plan, and a KPI dashboard.
The Brief
What you'll do, and what you'll demonstrate.
How can Montblanc Horlogerie attract younger luxury consumers while preserving its heritage and premium positioning?
Earning criteria — what you'll demonstrate
- Apply luxury brand positioning frameworks to a heritage brand
- Design a luxury marketing mix that balances exclusivity and accessibility
- Develop brand storytelling that leverages heritage for modern audiences
- Analyze consumer segments and tailor value propositions
Program Fit
Where this fits in your program.
Sharpens the same skills your degree expects you to demonstrate.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
Careers
Roles this prepares you for.
Real titles. Real skill bridges. Pick the one closest to your trajectory.
Career mappings coming soon.