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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...
History
• Millennium Age of Louis
Vuitton (1997-present)
– 1997 - hires designer Marc
Jacobs to be the label's
artistic di...
MISSION STATEMENTS
“LVMH must continue to be synonymous with
both elegance and creativity. Our products, and
the cultural ...
BECREATIVE
BOLSTERTHE
IMAGEOFOUR
BRANDSWITH
PASSIONATE
DETERMINATION
AIM FOR
PRODUCT
EXCELLENCE
ACT AS
ENTREPRENUERS
“STRI...
Target Market
• LV uses demographic targeting strategy to target
their customers
– Both men and women
– Age: ranging from ...
Selling Point
• Fashionable
• Durable goods
– Good quality product
– Long product life
• Exclusivity
• Prestige image
– Fe...
Marketing Mix
• Main Products: Leather Bags and
Wallets
– Handbags
– Luggage
– Cosmetic Bags
• Original Product Line: Monogram
• Expande...
Product
• Offer more types of
product including:
– Timepieces
– Shoes
– Agendas
– Jewelry
– Sunglasses
– Belts, scarves &
...
Product
‘Luxury’
Durable
Quality
Lines of Product
Brand
Fashion
Service
Warranties
Customer
Care
Gift
Wrappings
“Three Lev...
Price
• Premium Pricing
– Luxury image
– Selling Point
• Never on sale!!
• Price range:
– Handbags: $550 - $3,700
– Wallet...
• Department Stores:
– Macy’s New York
– Bloomingdales
– Saks Fifth Avenue
• Exclusive Distribution
– Limited number of
st...
Promotion
• Emphasize on personal selling
• Don’t emphasize on sales
promotion
– To reinforce their luxury
image
• PR
– Sp...
Promotion
• Advertisements:
– Message
• Convey luxurious
image
– Means of media
• High-end Fashion
Magazines
– Eg. Vogue, ...
– 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...
• New advertising campaign
Promotion
Imitation or Real?
• Fake LV’s are a continuous
problem
• An annual budget of €15 million
earmarked just for counterfeitin...
Imitation or Real?
• LV has adopted a zero tolerance policy
against counterfeiting
• In 2004, the brand’s firm
stance led ...
DISCLAMAIR
This online presentation (the “Presentation”) is provided on a
strictly private and confidential basis for info...
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Louis vuitton presentation

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Louis vuitton presentation

  1. 1. LOUIS VUITTON
  2. 2. HOW IT ALL BEGAN AFTERALL? •1854: BIRTH OF THE FIRST LV STORE BY LOIUS VUITTON •WHY TRUNKS??? •1886: AN UNPICKABLE LOCK BY GEORGES VUITTON .
  3. 3. 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
  4. 4. 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.”
  5. 5. BECREATIVE BOLSTERTHE IMAGEOFOUR BRANDSWITH PASSIONATE DETERMINATION AIM FOR PRODUCT EXCELLENCE ACT AS ENTREPRENUERS “STRIVETO BETHEBEST INALLWE DO”
  6. 6. 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
  7. 7. 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
  8. 8. Marketing Mix
  9. 9. • 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
  10. 10. Product • Offer more types of product including: – Timepieces – Shoes – Agendas – Jewelry – Sunglasses – Belts, scarves & Accessories – Mobile Cases
  11. 11. Product ‘Luxury’ Durable Quality Lines of Product Brand Fashion Service Warranties Customer Care Gift Wrappings “Three Levels of Product of Louis Vuitton”
  12. 12. Price • Premium Pricing – Luxury image – Selling Point • Never on sale!! • Price range: – Handbags: $550 - $3,700 – Wallets: $200 - $700
  13. 13. • Department Stores: – Macy’s New York – Bloomingdales – Saks Fifth Avenue • Exclusive Distribution – Limited number of stores and retailers. – Direct channels: Free- Standing Store Place
  14. 14. 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
  15. 15. Promotion • Advertisements: – Message • Convey luxurious image – Means of media • High-end Fashion Magazines – Eg. Vogue, Elle • Billboards
  16. 16. – Endorsements: Jennifer Lopez, Kate Moss, Uma Thurman, and Scarlett Johansson Promotion
  17. 17. PROMOTION Nicolas Ghesquière served as Honorary Chair along with Karl Lagerfeld, Miuccia Prada and Taylor Swift at the Met Gala 2016.
  18. 18. • New advertising campaign Promotion
  19. 19. 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
  20. 20. 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
  21. 21. DISCLAMAIR This 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 AGRAWAL BIRLA INSTITUTE OF TECHNOLOGY AND SCIENCES

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