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Louis Vuitton

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by

TAYYAB RAJA

on 22 December 2013

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Transcript of Louis Vuitton

Introduction
Rank: 17 in 2012 (interbrand.com)
Brand equity: $23,577 $m
Country of origin: Paris, France
Total revenue: €3.2 billion in (2012)
Product category: Luxury Brands

History of Louis Vuitton
In 1854 it was first introduced as a French Fashion House by Louis Vuitton.
By the 1945s, Louis Vuitton launched its leather products.
In 1959, the company restore its signature Monogram Canvas
Now, Louis Vuitton has its own flagship boutiques and stores in 18 countries; like, USA, Russia, Europe, Africa, and China.

Mission Statement
"The mission of the LVMH group is to represent the most refined qualities of Western 'Art de Vivre' around the world. 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."
Competitors
Dolce & Gabbana
Gucci
Hermes
Prada
Chanel
Marketing Mix
STP
Segmenting:
Louis Vuitton's marketing strategy has been an outstanding in its growth in countries with high density, such as China, India, Russia and lately Brasil.
Targeting:
Louis Vuitton targets both genders, men and women, from 16 to 80 years of age obviously wealthy.  
Business men and women with yearly high income and disposable income.
Positioning:
The long history, craftsmanship, exceptional quality, creativity, unstoppable innovation, association with art, position Louis Vuitton as the Master of Luxury in consumers' mind. 

Positioning Statement
“To elite class for need of prestigious quality hand bags our Louis Vuitton is a fashion luxury brand that is innovative, elegant and practical with quality for its customers.”

Product
Main Products:
Leather Bags and Wallets
Handbags
Luggage
Cosmetics
Other Products:
Garments
Shoes
Jewelry
Sunglasses
Belts, scarves, etc.
Price
Premium Pricing:
Luxury image
Selling point
Never on sale
Price Range:
Handbags:
$550 - $3,700
Wallets:
$200 - $700
Place
Department Stores:
Macy’s New York
Bloomingdales
Saks Fifth Avenue
Exclusive Distribution:
Limited number of stores and retailers
Promotion
Advertisements:
Message
Convey luxurious image
Means of media
Fashion Magazines, e.g., Vogue, Elle
Billboards

Timeline
ANSOFF Matrix
Segmentation
Demographical Segmenting:
Louis Vuitton targets both genders, men and women, from 16 to 80 years of age obviously wealthy.  

Geographical Segmentation:
Louis Vuitton's marketing strategy has been exceptional in expanding in countries with high density, such as China, India, Russia and lately Brasil.

Psychographic Segmentation:
Louis Vuitton uses psychographic segmentations such as lifestyle and motives to further identify its target market. Louis Vuitton appeals to this customers with status related motives.

Product Mix of Louis Vuitton
Width:
Ready made clothes
Footwear
Jewellery, Luggage, etc.
Length:
Casual wear
Formal wear
Evening wear
Depth:
Different sizes
Choices of design
Brand Development
Line Extension:
LV modified its luggage from trunks to hand bags

Brand Extension:
LV backpack
Knife
Compass
Angled and round blades

Latest News
Embarking on an unexpected journey that started out in Paris, the balloon landed in Vienna in celebration of latest Louis Vuitton opening.
Continuing its never ending journey across the world, Louis Vuitton has opened its first store on Warsaw, located in the Vitkac department store ul Baraka 9.
Yesterday, L’Aventure, a Louis Vuitton exclusive pop-up store located 22 Avenue Montaigne in Paris, opened its doors to the public.

Thank You...
Louis Vuitton
1900 (Bags)
1954 (Luggage)
2000 (Handbags)
1854 (Trunks)
2013 (Handbags)
Full transcript