LV品牌营销分析

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
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
Mission Statement
• “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.” • Five priorities reflect the fundamental values shared by all Group stakeholders: - Be creative and innovative - Aim for product excellence - Bolster the image of our brands with passionate determination - Act as entrepreneurs - Strive to be the best in all we do
Price
• Premium Pricing
– Luxury image – Selling Point
• Never on sale!! • Price range:
– Handbags: $550 - $3,700 –来自百度文库Wallets: $200 - $700
Place
• Direct channels: Free-Standing Store
The analysis of LV’s successful marketing
국제통상학과 201185005 한지린
Catalogue
History
Early Days (1854-1892) Golden Age of Louis Vuitton (18931936) Modern Age of Louis Vuitton (19371996)
History
• Modern Age of Louis Vuitton (1937-1996)
– 1978 - Vuitton opens its first stores in Japan, in Tokyo and Osaka. (Sales in Japan would come to account for nearly half of the company's total revenue by the 1980s.) – 1984 - Vuitton expands its presence in Asia by opening its first store in Korea, in Seoul. – 1987 - Moët et Chandon and Hennessy, leading manufacturers of champagne and of brandy, respectively, merges with Louis Vuitton to form the world's largest luxury goods conglomerate, LVMH. The group is partly owned by the Christian Dior group, and Bernard Arnault is Chairman and CEO of both companies. – 1992 - The first store in China is opened at the Palace Hotel in Beijing.
Marketing Mix
Product
• Main Products: Leather Bags and Wallets
– Handbags – Luggage – Cosmetic Bags
• Original Product Line: Monogram • Expanded its product line
Mission Statement
Group stakeholders Cultural values
Target Market
Sexuality， Age，Income
Catalogue
• Selling Point
Fashionable Prestige image Durable goods
Bibliography
• http://www.cigaraficionado.com/Cigar/CA_Arc hives/CA_Show_Article/0,2322,619,00.html
• http://www.answers.com/topic/louisvuitton • http://www.lvmh.com/
• Golden Age of Louis Vuitton (1893-1936)
– 1893 - Georges (Louis’s son) begins his campaign to make the company into a worldwide corporation. – 1936 - The golden age of Louis Vuitton ends as Georges Vuitton passes away. Estimates attribute Georges Vuitton with over 700 new Vuitton designs.
– – – – Monogram Denim Monogram Multicolore Monogram Vernis Damier Canvas
Product
• Offer more types of product including:
– Timepieces – Shoes – Agendas – Jewelry – Sunglasses – Belts, scarves & Accessories
Place
• Department Stores:
– Macy’s New York – Bloomingdales – Saks Fifth Avenue
• Exclusive Distribution
– Limited number of stores and retailers
Promotion
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
Summarize
Summarize
Have to admit ,LV’s successful and its successful marketing is inextricable. The Louis Vuitton brand and the famous LV monogram are among the world's most valuable brands. the sixth consecutive year, Louis Vuitton still at number one of ten most powerful brand published by the Millward Brown Optimor's 2011 BrandZ study with value of $24.3 billion. It was more than double value from the second rank.
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• Advertisements:
– Message
• Convey luxurious image
– Means of media
• High-end Fashion Magazines
– Eg. Vogue, Elle
• Billboards
Promotion
– Endorsements: Jennifer Lopez, Kate Moss, Uma Thurman, and Scarlett Johansson
• Marketing Mix
Product Price Promotion
• Summarize
History
• Early Days (1854-1892)
– 1854 - Louis Vuitton opens first store in Paris – 1885 - first LV store opens in London, on Oxford Street – 1892 - Vuitton dies; the Vuitton company begins selling handbags.