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Oscars 2016, Alicia Vikander
in custom Louis Vuitton
Louis Vuitton
A
Branding
Saga
Frames of Reference
Louis Vuitton
always portrayed
a high end
fashion
statement
The promise they
made was to
provide a
luxurious fashion
chain...
They catered to the wealthy
population who preferred to
be in vogue and were willing
to pay their high prices.
Their frame...
They marketed the issue of the counterfeited goods in
this way as an excellent marketing strategy.
This in turn provided
t...
Brand Mantras
The logo went on
to become a
legendary symbol
of quality and
expensive taste.
Their slogan set an
image of
authenticity. It
made people feel
they were missing
out on the finest
quality.
Brand Positioning
Their products
were always well
thought out. They
hade a team of
people to develop
innovative designs.
Louis Vuitton was a...
Their distinctive
Damier and
Monogram
canvas took the
market by storm.
They still spend 60
hours to make every
product by hand.
They have never
compromised on the
quality.
Louis Vuitton marketed
their products through
some of the most
famous celebrities thus
making it known the
only the best u...
They had
established their
brand position very
firmly as they always
remained true to
their imagery.
Differenciation Strategies
The counterfeiting of
their products gave
them a unique POD
that the brand could
never have had in its
own slogan.
The fak...
They developed this
POD that their
products were of
the highest quality
and yet were sold
cheap.
Louis Vuitton tried
to destroy most of
them. But it had
already done a lot
of harm as well as
good.
They immediately
came up with new
slogans. And they
began to sell only
through their official
boutiques.
To Remember………..
Their frame of reference was the wealthy upper class.
Their logo and slogan became a symbol for luxury an...
Disclaimer
This presentation was made by Nivesh Aron, IIT Guwahati, while
working on an internship under Prof. Sameer Math...
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Louis Vuitton, Marketing Analysis

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Louis Vuitton
Prof. Sameer Mathur

Published in: Marketing
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Louis Vuitton, Marketing Analysis

  1. 1. Oscars 2016, Alicia Vikander in custom Louis Vuitton Louis Vuitton A Branding Saga
  2. 2. Frames of Reference
  3. 3. Louis Vuitton always portrayed a high end fashion statement The promise they made was to provide a luxurious fashion chain for bags
  4. 4. They catered to the wealthy population who preferred to be in vogue and were willing to pay their high prices. Their frame of reference was definite and they never shifted from that.
  5. 5. They marketed the issue of the counterfeited goods in this way as an excellent marketing strategy. This in turn provided them a means of multiple frames of reference. They were able to reach a wider consumer base.
  6. 6. Brand Mantras
  7. 7. The logo went on to become a legendary symbol of quality and expensive taste.
  8. 8. Their slogan set an image of authenticity. It made people feel they were missing out on the finest quality.
  9. 9. Brand Positioning
  10. 10. Their products were always well thought out. They hade a team of people to develop innovative designs. Louis Vuitton was always fresh in the market. Hence their mantra always made their goods refreshing for the consumers.
  11. 11. Their distinctive Damier and Monogram canvas took the market by storm.
  12. 12. They still spend 60 hours to make every product by hand. They have never compromised on the quality.
  13. 13. Louis Vuitton marketed their products through some of the most famous celebrities thus making it known the only the best use them.
  14. 14. They had established their brand position very firmly as they always remained true to their imagery.
  15. 15. Differenciation Strategies
  16. 16. The counterfeiting of their products gave them a unique POD that the brand could never have had in its own slogan. The fake product on the right has a faded logo.
  17. 17. They developed this POD that their products were of the highest quality and yet were sold cheap.
  18. 18. Louis Vuitton tried to destroy most of them. But it had already done a lot of harm as well as good.
  19. 19. They immediately came up with new slogans. And they began to sell only through their official boutiques.
  20. 20. To Remember……….. Their frame of reference was the wealthy upper class. Their logo and slogan became a symbol for luxury and authenticity They never compromised on the quality and used the most famous celeb to market this. The counterfeited goods provided them several new dimensions to their branding approach.
  21. 21. Disclaimer This presentation was made by Nivesh Aron, IIT Guwahati, while working on an internship under Prof. Sameer Mathur

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