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Group: LV2
Students: HongWei, Jasmine, Quintus, FreD.
CONTENT
1. DIAGNOSIS
IMAGE, IDENTITY, VALUE
2. NO LOGO
RESEARCH, GOOD STRATEGY FOR CHINA?
3. BRAND EXTENSION: PERFUME
PRO,...
1. Diagnosis of LV: a. keywords
Leather
luxury
1. Diagnosis of LV: b. Brand Image (Michel 97)
central core
peripheral system
EMBLEMS:
• luxury travel trunks
• “Speedy 30 Monogram”
1. Diagnosis of LV: c. Brand
Identity
SIGNS::
• logo L&V
• monogram...
1. Diagnosis of LV: c. Brand Identity (Kapferer prism 1)
1. Diagnosis of LV:
c. Brand Identity
(Kapferer prism 2)
PersonalValue: Louis
Vuitton strives for a
maximum of perfection
and glamour with a
lascivious-looking lady in
transparent...
Survey:What would
motivate you to buy LV?
3 distinct categories:
• quality seekers
• status seekers
• self-indulgers
Sourc...
2. No logo: a. research
Copied too much?
Anteriority research China
> applicant: LouisVuitton Malletier
It is an EVOLUT...
many Chinese consumers think, “I can’t buyVuitton, I’ve seen it too
much, it’s a brand for secretaries.”
PR manager Chin...
2. No logo: good strategy for China?
show off is more important in China
sophistication in 1st tier cities
cannot compl...
3. Perfume: history and context
1920’s LV made perfume
It already exists (fake, see eBay)
Planned 2013, delayed
China’...
LV’s brand identity and territory can match
Make very exclusive
Only sell via LV channels (no Sephora etc…)
“Eau deVoy...
Arguments:
little added value
surely in China it’s limited
Make very exclusive
Only sell via LV channels (no Sephora ...
3.PerfumeVS other brand extensions
Line extensions: already fully exploited?
Brand extensions:
car interiors (Range Rov...
3.PerfumeVS other brand extensions
Leather
luxury
3. LV brand extension: Range Rover
central core
peripheral system
big
3. LV brand extension: Range RoverVS Chrysler
conclusion
As is always the case when doing business “in China”, it is wrong to think
of ONE single market; we need to co...
Want to know more? Contact?
If you want to know more about this study or want to know where
we got the information from, ...
Louis vuitton China: Brand extension, NOlogo, ... KNG Asia
Louis vuitton China: Brand extension, NOlogo, ... KNG Asia
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Louis vuitton China: Brand extension, NOlogo, ... KNG Asia

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A 2015 case study about Louis Vuitton concerning: brand extension, decrease of visible logo, developments in China, ... by Frederic Derbaudrenghien, and useful inside his company www.kngasia.com's brand management department. Made for MBA sources at UIBE, IFCM, Sorbonne Paris 1 university.

Published in: Marketing
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Louis vuitton China: Brand extension, NOlogo, ... KNG Asia

  1. 1. Group: LV2 Students: HongWei, Jasmine, Quintus, FreD.
  2. 2. CONTENT 1. DIAGNOSIS IMAGE, IDENTITY, VALUE 2. NO LOGO RESEARCH, GOOD STRATEGY FOR CHINA? 3. BRAND EXTENSION: PERFUME PRO, CONTRA, ALTERNATIVES 4. CONCLUSION
  3. 3. 1. Diagnosis of LV: a. keywords
  4. 4. Leather luxury 1. Diagnosis of LV: b. Brand Image (Michel 97) central core peripheral system
  5. 5. EMBLEMS: • luxury travel trunks • “Speedy 30 Monogram” 1. Diagnosis of LV: c. Brand Identity SIGNS:: • logo L&V • monogram • damier canvas • Colors: natural leather with dark brown PERSONALITY: • Luxury • Travel, enjoying quality time • hedonism • status • Timeless IDEOLOGY: • Life is a journey • Pure Timeless Collection • Respect yourself • Class cannot be replicated
  6. 6. 1. Diagnosis of LV: c. Brand Identity (Kapferer prism 1)
  7. 7. 1. Diagnosis of LV: c. Brand Identity (Kapferer prism 2)
  8. 8. PersonalValue: Louis Vuitton strives for a maximum of perfection and glamour with a lascivious-looking lady in transparent gloves, red lips and extra-shiny hair. Source: http://www.marketing-trends-congress.com/archives/2010/Materiali/Paper/Fr/Heine_Trommsdorff.pdf 1. Diagnosis of LV: d. BrandValue / identity
  9. 9. Survey:What would motivate you to buy LV? 3 distinct categories: • quality seekers • status seekers • self-indulgers Source: https://louisvuittonbrand.wordpress.com/customer-segmentation/ 1. Diagnosis of LV: d. BrandValue / psychographic segmentation
  10. 10. 2. No logo: a. research Copied too much? Anteriority research China > applicant: LouisVuitton Malletier It is an EVOLUTION to SOPHISTICATIOIN started in EU, USA, Japan, now China trend with all luxury brands (some exceptions) “most aspired brand”: 18% 1st tierVS 38% 3rd tier cities zeitgeist for more individuality and exclusivity
  11. 11. many Chinese consumers think, “I can’t buyVuitton, I’ve seen it too much, it’s a brand for secretaries.” PR manager China: “we hope that people can pay attention to the history and culture behind the Louis Weedon brand, with more more emphasis on the spirit of travel: freedom, independence, pay independence, pay attention to quality.“ 2. No logo: a. research > China quotes
  12. 12. 2. No logo: good strategy for China? show off is more important in China sophistication in 1st tier cities cannot completely do without damier / pattern Suggestions: educate consumers about LV’s spirit and culture put different local focusses “Tuhaos” remain important clients for LV
  13. 13. 3. Perfume: history and context 1920’s LV made perfume It already exists (fake, see eBay) Planned 2013, delayed China’s tradition VS booming product China and fragrances: • Almost inexistent before 1980 • Start selling form 1990 onwards • Per capita spending on perfume • US = 10 USD • UK = 33 USD • China = 0.5 USD (2011, mintel) • Still not considered necessary • Also in Japan it’s small
  14. 14. LV’s brand identity and territory can match Make very exclusive Only sell via LV channels (no Sephora etc…) “Eau deVoyage” is different and very LV Risk: “it’s not their “savoir faire”” (>discontinued brand extension) 3. Perfume: IF start selling
  15. 15. Arguments: little added value surely in China it’s limited Make very exclusive Only sell via LV channels (no Sephora etc…) “Eau deVoyage” is different than other “perfumes” and “very LV” Risk: “it’s not their “savoir faire”” 3. Perfume: if NOT start selling
  16. 16. 3.PerfumeVS other brand extensions Line extensions: already fully exploited? Brand extensions: car interiors (Range Rover), home accessories/furniture (related with travel/style) Vertical brand line extensions: Upwards:VVIP,VIC (see SGP), limited series, … Downwards: young-collection
  17. 17. 3.PerfumeVS other brand extensions
  18. 18. Leather luxury 3. LV brand extension: Range Rover central core peripheral system big
  19. 19. 3. LV brand extension: Range RoverVS Chrysler
  20. 20. conclusion As is always the case when doing business “in China”, it is wrong to think of ONE single market; we need to consider various areas/markets! Modern cities vs second tier vs countryside We would suggest focus on different products for different area’s (only in first tier places “less logo” and perfume) Connect with clients: more exclusive allure,VIP travels, … Experience centers, flagshistores, clubs Pay enough attention to MEN (products) STRATEGY? LV has not been the most expensive brand (below Hermes for ex.), so if want to become more exclusive, then do it via “limited series”, specialVIP collections, etc…
  21. 21. Want to know more? Contact? If you want to know more about this study or want to know where we got the information from, please contact: DERBAUDRENGHIEN Frederic frederic@kngasia.com www.kngasia.com Linked in: https://cn.linkedin.com/in/frederbau

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