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Brand Management Presentation

Louis Vuitton
by

Leonie Piepenstock

on 5 July 2013

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Transcript of Brand Management Presentation

Brand Assessment
Why is Louis Vuitton that well-known and successful?
Rich history and culture
Superior craftsmanship
Strong presence in the media
Personalized products offered
Counterfeits

Too strong presence

Icons

OVERKILL
Recommendations
Keep focus on customer

Shortage

Employee trainings

Suitability for daily use

Process of exploring new markets
Mainly located in the Asian room
World Region
Perceptions drive behaviour!
Perceptions & Associations
Points of Parity
Luxurious apparel

Offer a similar product portfolio

Counterfeiting issues

Commercials and PR
with celebrities

Strengthen loyalty to the brand
Build up emotional binding
Old Timer Race
“The Serenissima Run“

„Master of Luxury“
Stays in contact to wealthy people
Sailing regatta
„The LV-Cup“
Events & Public Relations
Exclusitivity
Target Market:
Louis Vuitton is unique and extraordinary
among all luxury products
for people who want to show status in society life
because of their high-quality, good sense of Style and grand reputation.
Position Statement:
Positioning
prestige and a sense of status
psychological
effect
wealthy people of society
Quality
Luxury
High-Society
Expensive
Celebrities
Extraordinary
Handbags
Snobbish
Counterfeits
Brand Exploratory
Current Marketing Programs
Current Marketing Programs
Price
Place
Promotion
Product
Place Policy
Price Policy
Product Policy
Promotion Policy
High quality

Uniqueness and originality

Focus on loyal customers

Fighting against counterfeits

No licensing
First signal: High price/high quality

Core pricing strategies

Proper prices

No odd values
Controllable distribution channels

Locating stores in urban prime areas

Website as second channel

No intermediaries
Media selection

No TV advertisement

Cooperation with celebrities

Product appears as star
Brand Mantra
" World of elegance, inspiration and innovation "
Millions of dollars were spent for market research and PR

Remember: Louis Vuitton Cup and Serenissima Race
LV optimally satisfies customer`s
needs and demands!
H
E
R
M
È
S

B
I
R
K
I
N

Shortage
Rank 17 of the global brands

Most popular premium brand in the luxury goods

Key brand owned by the French group LVMH

Support the world!
Protect the environment!
Fight against counterfeiting


Rising interventionist against the use of animal skins


Strong competition among the various luxury brands

Distribute its powerful brand equity to various products


Talent to redesign its image from time to time
Opportunities
Drawn up the most extraordinary creations









Unique copies which distinguishes LV from its rivals
Challenges
Paris Hilton
Full transcript