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LOUIS VUITTON
HOW IT ALL BEGAN AFTERALL?
•1854: BIRTH OF THE FIRST LV STORE BY LOIUS VUITTON
•WHY TRUNKS???
•1886: AN UNPICKABLE LOCK BY GEORGES VUITTON .
History
• Millennium Age of Louis Vuitton (1997-present)– 1997 - hires designer Marc
Jacobs to be the label's artistic director
– 2006 - opens its first store in Norway
MISSION STATEMENTS
“LVMH must continue to be synonymous with both elegance and creativity. Our products, and the cultural values they embody, blend tradition and innovation, and kindle dream and fantasy.”
BE CREATIVE
BO
LSTE
R T
HE
IMA
GE
OF
OU
R
BR
AN
DS
WIT
H
PASS
ION
ATE
D
ETER
MIN
ATI
ON
AIM FOR PRODUCT EXCELLENCE
ACT AS ENTREPRENUERS
“STRIVE TO
B
E THE B
EST IN
ALL W
E D
O”
Target Market• LV uses demographic targeting strategy to target
their customers – Both men and women– Age: ranging from young adults to seniors (22 – 65 yrs
old)– Income: around $5,500 or above per month
Selling Point
• Fashionable• Durable goods
– Good quality product– Long product life
• Exclusivity• Prestige image
– Feel good– Fit into high-class
society – Practice ego and power
Marketing Mix
• Main Products: Leather Bags and Wallets– Handbags– Luggage– Cosmetic Bags
• Original Product Line: Monogram• Expanded its product line
– Monogram Denim– Monogram Multicolore– Monogram Vernis– Damier Canvas
Product
Product• Offer more types of
product including:– Timepieces– Shoes– Agendas– Jewelry– Sunglasses– Belts, scarves &
Accessories– Mobile Cases
Product
‘Luxury’
Durable
Quality
Lines of Product
Brand
Fashion
Service
WarrantiesCustomerCare
GiftWrappings
“Three Levels of Product of Louis Vuitton”
Price
• Premium Pricing– Luxury image– Selling Point
• Never on sale!!• Price range:
– Handbags: $550 - $3,700– Wallets: $200 - $700
• Department Stores:– Macy’s New York– Bloomingdales– Saks Fifth Avenue
• Exclusive Distribution– Limited number of
stores and retailers.– Direct channels: Free-
Standing Store
Place
Promotion• Emphasize on personal selling• Don’t emphasize on sales
promotion– To reinforce their luxury
image• PR
– Sponsorship• “Louis Vuitton Cup 2007”• “LVMH Young Artists’
Award”• LVMH Website - “The
Magazines” LOUIS VUITTON'S AMERICA'S CUP
Promotion
• Advertisements:– Message
• Convey luxurious image
– Means of media• High-end Fashion
Magazines– Eg. Vogue, Elle
• Billboards
– Endorsements: Jennifer Lopez, Kate Moss, Uma Thurman, and Scarlett Johansson
Promotion
PROMOTION
Nicolas Ghesquière served as Honorary Chair along with Karl Lagerfeld, Miuccia Prada and Taylor Swift at the Met Gala 2016.
• New advertising campaign
Promotion
Imitation or Real?• Fake LV’s are a continuous
problem• An annual budget of €15 million
earmarked just for counterfeiting matters in Louis Vuitton
• Biggest sources of counterfeit goods:– Turkey, China, Morocco
Imitation or Real?• LV has adopted a zero tolerance policy
against counterfeiting• In 2004, the brand’s firm
stance led to…– 13,000 legal actions– 6,000 raids– 947 arrests
DISCLAMAIRThis online presentation (the “Presentation”) is provided on a strictly private and confidential basis for information purposes only. This Presentation does not constitute or form part of, and should not be construed as, an offer, invitation or inducement to purchase or subscribe for securities nor shall it or any part of it form the basis of, or be relied on in connection with, any contract or commitment whatsoever. This Presentation does not constitute either advice or a recommendation regarding any securities.
MADE BY SHIVANI AGRAWALBIRLA INSTITUTE OF TECHNOLOGY AND SCIENCES