Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Lacoste in the US, The Alligator Returns

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Case Title:

Lacoste in the US: The Alligator Returns

Publication Year : 2006

Authors: Shalu Bindal & Swapna Gopalan

Industry: Home Appliances and Personal Care Products


Case Code: MKS0049B

Teaching Note: Not Available

Structured Assignment: Not Available

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Lacoste SA., a company founded by the famous French tennis star of the 1920s, Rene Lacoste produced one of the most successful luxury brands (Lacoste) of the 1970s and early 1980s in the US. During the mid 1980s, though, the company’s sales started dwindling and soon the brand became a discount store staple. However, after the entry of Robert Seigel as Chairman and CEO of Lacoste USA, in 2002, the brand made a successful comeback as an upscale sports-lifestyle brand. Over a span of 5 years, since 2001, Lacoste recorded a sales growth of 1000% in the US. It remained to be seen whether, the company would be able to retain its regained position in the US market.

Pedagogical Objectives:

  • To study the brand revival strategy adopted by the company, Lacoste SA., in the face of stiff competition.

Keywords : Lacoste, tennis, General Mills, retail, Marketing Strategies Case Study, discounted prices, marketing mix, product range, botiques, advertising, corners, polo shirts, Devenlay, fashion, Robert Siegel, marketing


  • Lacoste: The Beginning
  • The Endangered Alligator
  • Return of the Alligator
  • Future of the Alligator

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