British Academy of Digital Marketing Assignment 1. Task 1. Marketing Mix

1. British Academy of Digital Marketing
Assignment 1
Marketing Mix 7p’s
LVMH MARKETING MIX 7P’S
BY ALEX R ALBORNOZ Student No. 76107391

2. PRODUCT
PRICE
PLACE
PROCESS
PEOPPLE
PHYSICAL
PROMOTION
Premium Pricing
Images can be
found at
https://www.l
vmh.com/

3. After a careful study of their marketing strategy. I have observed all LVMH 7p’s are
interconnected by assuring a along-term development of each of their 75 houses
on keeping with their IDENTITY, their HERITAGE and their EXPERTISE. which allows
the group to use an effective and consistent strategy with every platform on digital
and traditional marketing.
“LVMH and its Maison’s are the custodians of an unparalleled heritage
of time- honored craftsmanship and creative skills, and take great care
in protecting and developing savoir-faire that has sometimes been
passed on for centuries.”
— (“LVMH Commitments - Environment, Art and Culture, Economic Footprint”)

4. Its product range is known for
excellent craftsmanship, design,
elegance and style.
PRODUCT
1987
The merger between
Moët Hennessy and Louis
Vuitton produces LVMH,
the world leader in luxury
products.
The well known luxury brand
has a proud heritage of
more than 160 years.
FIVE MAJOR SECTORS
Wine & Spritz, Fashion & Leather Goods, Perfumes & Cosmetics, Watches & Jewelry, Selective retailing & Hotels.

5. PRICE
• It affects their brand image, customer loyalty and other factors that can affect
sales and demand.
• The pricing strategy of a brand also affects growth rate and bottom line.
• The company maintains a strong focus on product quality, design, and style.
• It has helped the company maintain a strong brand image and the high costs of
its products can be attributed to the high costs of raw materials, high labor
charges, marketing and other costs.
• Competition is also an important factor that affects the pricing strategy.
• The competitors of LVMH include leading luxury brands like Gucci, Prada,
Hermes and Chanel.
• A brand’s pricing strategy plays a crucial role in its marketing.
1960 Two American
entrepreneurs create
DFS, which is currently
the world leader in the
sale of luxury products
to international
travelers.
These brands follow a premium pricing strategy.

6. PLACE
• Louis Vuitton has its headquarters in Paris,
France.
• The sales and distribution strategy of
LVMH is a crucial pillar of its marketing
strategy.
• The company uses exclusive company
owned distribution channels for sales.
• It does not use franchisees or resellers to
sell its products.
• The company has opened branded stores
in prime locations to attract customers.
• LVMH stores are open across all the
leading fashion destinations around the
world.
• The company has strategically opened its
physical stores in prime locations across
big cities where it is easier to reach its
target customers.
• Apart from its physical distribution
channels, the company has also adopted a
digital sales and distribution strategy and
sells its products through louisvuitton.com
and other brand websites.
1992 Louis Vuitton opens its
first store in Beijing, China,
inside the prestigious
Peninsula hotel
5,556 stores world wide
2015 Designed by French architect
Christian de Portzamparc, the new Dior
flagship in Seoul is a striking and
spectacular expression of iconic Dior
codes.

7. PROMOTION
The higher end fashion and luxury brands employ
both digital and traditional channels for
marketing and promotions.
• Louis Vuitton is a globally famous luxury
fashion brand that is enjoying a strong brand
image.
• However, it also focuses on the other aspects
of marketing to drive higher popularity and
faster growth.
• LVMH promotes its brand and latest
innovations on social media channels
including Instagram, Twitter, YouTube and
Facebook.
• It reaches its millions of followers around the
globe through these social media channels.
• https://is.muni.cz/el/1433/jaro2014/PV216/
48855710/Louis_Vuitton_Casestudy.pdf
• https://www.mbaskool.com/brandguide/lifes
tyle-and-retail/3424-louis-vuitton.html
Its
latest
market
ing
campai
gn is
called
Towar
ds the
Dream
.
The Louis Vuitton
Cup (sailing competition)
has an illustrious history of
more than 30 years.
Several celebrities like Madonna,
Angelina Jolie, Uma Thurman,
Scarlett Johansson, and Jennifer
Connelly have been associated with
Louis Vuitton.
LVMH marketing techniques include fashion shows, celebrity
endorsements, social media marketing and online marketing
campaigns.

8. PEOPLE
• 75 MAISONS
• 150,000 EMPLOYEES
• 179 NATIONALITIES
LVMH seeks exceptional people who are at the same time
creative and pragmatic, people with an entrepreneurial
mindset who are open to the world and have a strong affinity
with high-quality products. Excellence in execution and a sharp
focus on the customer are equally essential assets for positions
at LVMH.

9. PHYSICAL EVIDENCE
THE LVMH MODEL
“Our model, which is based on a long-term vision, values
the heritage of our Houses and stimulates creativity and
excellence. It is the driving force for the Group’s success
and the guarantee of its future.”
1999 LVMH opens its headquarters in New York, in a
building designed by the architect Christian de
Portzamparc, winner of the Pritzker prize
1982, Andy Warhol designs the House's logo.
80 Countries

10. Reference List
• LVMH Paris Location. Available at: https://www.lvmh.fr/media/film-corporate-lvmh/
[Accessed 1 March, 2022]
• LVMH Statistics. Available at: https://www.lvmh.fr/groupe/ [Accessed 10 March 2022]
• BULGARI images Available at: https://www.bulgari.com/en-gb/ [Accessed 11 March 2022]
• Products evolve. Available at: https://www.lvmh.com/group/milestones-lvmh/1593-to-the-
present/ [Access 12 March 2022]
• The Pricing Strategy Mix. Available at: https://www.mindtools.com/pages/article/pricing-
strategy-matrix.htm [Access 12 March 2022]
Blog
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