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Features of the global
marketing of luxury goods
(Louis Vuitton)
scientific adviser
Butkovskaya G.V.
student
Vardanyan D.A.
Aim
determine the features of the global marketing of luxury goods and
develop recommendations for the companies to implem...
Сontents
1. Theory
1.1 International marketing strategies
1.2 Features of the global luxury marketing
1. Analysis
2.1 LVMH...
Marketing Strategies
Multinational and global strategies
multinational strategy global strategy
the principle of selection of
the market and ma...
Types of luxury consumers
LVMH capital structure (2011)
source:www.lvmh.com
LVMH (2011)
employees assets, €m sales, €m
total foreign total foreign total foreign
83 000 58 100 47 100 29 673 23 659 20...
LVMH performance
source:www.lvmh.com
LV marketing mix
Product
• bags
• cases
• leather goods
• accessories
• shoes
• clothing
• watches
• jewelry
• books
• sta...
The luxury market analysis
sources: www.bain.com, www.goldmansachs.com
Performance of competitors (2011)
Revenue €12,227 m
Profit €986 m
Employees 21,387
Revenue €6,892 m
Profit €1,079 m
Employ...
LV SWOT analysis
Recommendations for Louis Vuitton
3 questions relating to the policy of
international marketing
Features of the global marketing of luxury
products
Brand value in luxury sector
and Louis Vuitton brand value
source: www.interbrand.com
The features of the global marketing of luxury products (on the example of louis vuitton)
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The features of the global marketing of luxury products (on the example of louis vuitton)

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Aim - determine the characteristics of global production marketing and develop practical recommendations for the implementation of marketing strategies companies in the global market.

1 part
was studied the international marketing strategies
were identified the features of of the global marketing of luxury products
2 part
was examined the activity of a conglomerate LVMH
was analyzed the market for luxury goods and the competitive environment
3 part
were developed recommendations for the company Louis Vuitton in global marketing
were developed practical recommendations in the global marketing field for companies operating in the sphere of luxury goods

Published in: Business
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The features of the global marketing of luxury products (on the example of louis vuitton)

  1. 1. Features of the global marketing of luxury goods (Louis Vuitton) scientific adviser Butkovskaya G.V. student Vardanyan D.A.
  2. 2. Aim determine the features of the global marketing of luxury goods and develop recommendations for the companies to implement global marketing strategies Tasks • study the international marketing strategies • identify the features of the global marketing of luxury products • examine the activity of LVMH • analyze the market for luxury goods and the competitive environment • develop recommendations for Louis Vuitton in global marketing • develop practical recommendations in the global marketing field for companies operating in the sphere of luxury goods​​
  3. 3. Сontents 1. Theory 1.1 International marketing strategies 1.2 Features of the global luxury marketing 1. Analysis 2.1 LVMH 2.2 Luxury market and competitive environment 1. Project 3.1 Recommendations in global marketing for Louis Vuitton 3.2 Recommendations in global marketing for luxury products
  4. 4. Marketing Strategies
  5. 5. Multinational and global strategies multinational strategy global strategy the principle of selection of the market and market share assessing the potential of each of the markets in terms of profitability for the company focus on increasing the market area on a limited number of key segments market supply offers at each local foreign market products and services tailored to local needs offers a standardized core product on the world market location of production production takes place in each country Production is divided into stages, which are implemented in different countries competitive action company competes within the boundaries of the foreign country, despite the competitive wars abroad. competitive decisions are made based on the nature of competition in the global scale
  6. 6. Types of luxury consumers
  7. 7. LVMH capital structure (2011) source:www.lvmh.com
  8. 8. LVMH (2011) employees assets, €m sales, €m total foreign total foreign total foreign 83 000 58 100 47 100 29 673 23 659 20 110 transnationality index = 70% markets: • France • Europe • Japan • USA • Asia • Other markets source:www.lvmh.com Change in revenue,%
  9. 9. LVMH performance source:www.lvmh.com
  10. 10. LV marketing mix Product • bags • cases • leather goods • accessories • shoes • clothing • watches • jewelry • books • stationery Price • focus on costs • same price • no sales Place • exclusively through its own network of shops • site Promotion • sponsorship • charity • book • cultural center in Tokyo • exhibitions • Maroquinaris Zoologicae • product placement • advertisement
  11. 11. The luxury market analysis sources: www.bain.com, www.goldmansachs.com
  12. 12. Performance of competitors (2011) Revenue €12,227 m Profit €986 m Employees 21,387 Revenue €6,892 m Profit €1,079 m Employees 21,387 Revenue €2,841 m Profit €421,7 m Employees 8,370 PPR S.A. Richemont Hermès sources: www.ppr.com, www.richemont.com, www.hermes.com
  13. 13. LV SWOT analysis
  14. 14. Recommendations for Louis Vuitton
  15. 15. 3 questions relating to the policy of international marketing
  16. 16. Features of the global marketing of luxury products
  17. 17. Brand value in luxury sector and Louis Vuitton brand value source: www.interbrand.com

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