LOUIS VUITTONDifferentiation Strategy

Presented By:Sushma R.

(141235)Yashmin R.

(143236)Rishnil K. (141237)

Introduction

Louis Vuitton Malletier is commonly referred to as Louis Vuitton(LV)It is a French luxury fashion and leather goods company, founded in 1854One of the main divisions of LVMH headquartered in Paris, France is known especially for bags and trunksThe company collaborates with prominent figures for marketing and design

Product Differentiation

Louis Vuitton uses latest technologies for productionUse the man labor in its shoe factoriesLouis Vuitton is uses the high class fabrics and materials in their products that let the products life more with durabilityLV consistently pursued a luxury pricing strategy, which means high markups and limited availabilityNo compromise on the finishing and smoothness of quality productsLouis Vuitton adopts latest fashion trends in all its products

Service Differentiation

Louis Vuitton adopts customizationDoor to door deliveryLouis Vuitton gives the complete care details with every garments or product they deliver Louis Vuitton gives the facility of reparability to their customers

Channel Differentiation

Louis Vuitton markets its product through its own stores i.e. high end departmental stores throughout the worldLouis Vuitton prevents counterfeit products entering its distribution channels through its own storesLouis Vuitton distributes its products only through a single online retailerLouis Vuitton neither has discount sales nor any duty-free stores

Advertising Differentiation No advertisement on television, advertisements only in newspapers and

magazinePrefers image advertisement rather than aggressive sales advertisement

General Marketing Louis Vuitton Marketing

Product

Adequate quality (confirmative quality, excess quality can be undesirable)

Distinguished quality (attention to detail, product with a story behind it) Absolute quality, which prompts consumers to insist on "Louis Vuitton or -nothing"

PriceLow price Relative value

High price (Proper Price) Absolute value

Place

Broad distribution channels(opening more stores or selling through non department store outlets, such as mail order and volume retailers)

Only offered through limited distribution channels ("controlling Place" and "not using channels that cannot be controlled"

Promotion

Mass advertising such as television commercials, newspapers and magazines for sales ads

No advertisement on televisionAdvertisement only in newspapers and magazine

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