Louis Vuitton is a French luxury fashion company known for leather goods like bags and trunks. It differentiates its products through high quality materials and craftsmanship, limited availability and distribution only through its own stores to prevent counterfeits. Louis Vuitton also focuses on customization and service. For advertising, it uses image-focused ads in magazines and newspapers rather than television to position itself as an exclusive luxury brand.

1. LOUIS VUITTON
Differentiation Strategy
Presented By:
Sushma R. (141235)
Yashmin R.(143236)
Rishnil K. (141237)

2. Introduction
Louis Vuitton Malletier is commonly referred to as Louis Vuitton(LV)
It is a French luxury fashion and leather goods company, founded in
1854
One of the main divisions of LVMH headquartered in Paris, France is
known especially for bags and trunks
The company collaborates with prominent figures for marketing and
design

3. Product Differentiation
Louis Vuitton uses latest technologies for production
Use the man labor in its shoe factories
Louis Vuitton is uses the high class fabrics and materials in their
products that let the products life more with durability
LV consistently pursued a luxury pricing strategy, which means high
markups and limited availability
No compromise on the finishing and smoothness of quality products
Louis Vuitton adopts latest fashion trends in all its products

4. Service Differentiation
Louis Vuitton adopts customization
Door to door delivery
Louis Vuitton gives the complete care details with every
garments or product they deliver
Louis Vuitton gives the facility of reparability to their
customers

5. Channel Differentiation
Louis Vuitton markets its product through its own stores i.e.
high end departmental stores throughout the world
Louis Vuitton prevents counterfeit products entering its
distribution channels through its own stores
Louis Vuitton distributes its products only through a single
online retailer
Louis Vuitton neither has discount sales nor any duty-free
stores

6. Advertising Differentiation
No advertisement on television, advertisements only in newspapers and magazine
Prefers image advertisement rather than aggressive sales advertisement
General Marketing Louis Vuitton Marketing
Product
Adequate quality
(confirmative quality,
excess quality can be
undesirable)
Distinguished quality (attention to detail, product
with a story behind it)
Absolute quality, which prompts consumers to
insist on "Louis Vuitton or -nothing"
Price
Low price
Relative value
High price (Proper Price)
Absolute value
Place
Broad distribution channels(opening more
stores or
selling through non department store outlets,
such as mail order and volume retailers)
Only offered through limited distribution
channels ("controlling Place" and "not using
channels that cannot be controlled"
Promotion
Mass advertising such as television
commercials, newspapers and magazines for
sales ads
No advertisement on television
Advertisement only in newspapers and magazine

7. THANK
YOU