...Zhengyi Fang Marketing 350 Prof. Eguchi Aug 8th 2013 Marketing Analysis of Louis Vuitton Classic Handbags Louis Vuitton handbags and luggages are known and recognized throughout the world as the symbol of extreme quality, prestige and luxury. It is one of the biggest and most profitable luxury brands in the world right now. Mr. Vuitton established the company in 1854, and he designed and introduced flat-bottom luggage trunks made with trianon canvas. The flat-bottom luggage became the favorite of Empress Eugenie, and it has become the luggage choice for the wealthy. In 1867, the company won an award at the World Exposition in Paris and its influence spread out in France. In the following year, Louis Vuitton opened its first overseas store in London. In 1892, Louis Vuitton passed away, and his son George Vuitton took over the company and build the company into a worldwide corporation. In 1893, it entered the U.S market. In 1896, it launched its signature Monogram Canvas print, and secured worldwide patents for it. In this essay, I shall analyze the micro and macro environment of the Louis Vuitton classic handbags, and discuss the its marketing mix. Microenvironment It consists six actors, which are the company, suppliers, marketing intermediaries, customer markets, competitor, and public, these factors are close to the company and can affect the company’s ability to serve its customers. * The company The company itself is the first force in the company’s microenvironment...
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...Table of Contents 1.0 CASE SUMMARY 1 2.0 PROBLEM STATEMENT 2 3.0 INDUSTRY ANALYSIS 3 3.1 Market Segmentation3 3.2 Target Audience3 3.3 Market Positioning4 3.4 Competitor Analysis5 4.0 COMPANY ANALYSIS 6 4.1 4P Analysis6 4.2 POD and POP Analysis10 4.3 Market Analysis10 4.4 SWOT Analysis12 4.5 PESTEL Analysis14 5.0 STRATEGIC ALTERNATIVES20 6.0 RECOMMENDATION23 7.0 ACTION PLAN24 8.0 CONTIGENCY PLAN28 9.0 REFERENCES28 1.0 CASE SUMMARY In recent years, modern customers are no longer acquiring shopping only for their goods and services. Nowadays, these customers are buying for different reasons such as to show off their personality, to boost self esteem or to satisfy physiological needs. Shopping good brands like Louis Vuitton, Gucci, Channel and other luxury brands is like a form of self expression and gives people a sense of accomplishment. Louis Vuitton or famously known by its acronym LV, is known for world’s most valuable luxury brand. It was founded by Louis Vuitton Moet Hennesy (LVMH) in 1854 on Rue Neuve des Capuccines in Paris, France. The historical journey began when Vuitton found out traveller trunk were easily stacked. He was made famous for crafting the luggage for Napoleon. This company is famous for its luxury products such as trunks and leather goods to ready to wear, footwear, watches, jewellery, accessories, sunglasses and books. Louis Vuitton stands out more among other brands through their relentless focus on product quality...
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...analysis tools were applied to the case study; they include Porter's 5 forces model and SWOT analysis. Louis Vuitton Moet Hennessy, a luxury goods provider is looking to expand their brand dominance in Japan. In the Japanese, LVMH has to deal with economical and cultural uncertainties, the threat of counterfeit products and the relatively high competition, and finally changing tastes of Japanese consumers. LVMH should use their core competencies and limit their weaknesses to overcome the challenges that face the company in Japan. To face their first challenge of economical and cultural, as well as changing tastes uncertainties, the company can hire new designers to develop Asian inspired products. They could also embed the European way of living into the Asian lifestyle. The challenge of eliminating counterfeit products can be combated by creating a unique shopping experience for LV’s customers, and shutting down large counterfeit operations, by cooperating with Chinese and Korean Government Agencies in reducing counterfeit products. Table of Contents Introduction 4 Weak economy 5 Changing taste 7 Competitors 8 Competition – Porter’s 5 forces analysis 10 Consumer behavior analysis 12 Recommendation 16 Conclusion 19 References 20 Appendixes 22 Appendix 1: For example 22 Appendix 2: Competition – Porter’s 5 forces analysis 23 Appendix 3: SWOT analysis of Louis Vuitton 28 Appendix 4: Case study - “Louis Vuitton in Japan” 29 ...
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...WASEDA BUSINESS & ECONOMIC STUDIES 2009 NO.45 Luxury Brand Strategy of Louis Vuitton - Details of Marketing Principles by Shin'ya Nagasawa* Abstract: By systematicallybreaking down the strategy of the single Louis Vuitton luxury brand into the four Ps (Product, Price, Place, and Promotion), our aim in this paper is to extract the rules or principles of its brand marketing that differ from that of general consumer goods. In other words, the object is to distill the rules and principles of success strategies for luxury brands as well as to derive a business model for success. Showing that the current rise of Louis Vuitton is not a coincidence but rather something achieved through strategy will surely be of interest to firms struggling with lack of brand power or those looking to boost brand power. 1. Introduction Consumers like brand items, while researchers like brand theory. Although scholars also use the word "brand" to refer to the likes of Coca-Cola and McDonald's, there is a vast gulf between these brands and the luxury brands we explored in the previous book. In researchers' brand management theories, one rarely finds mention of representative luxury brands like Louis Vuitton or Dior, or of LVMH. Based on this awareness, we carefully scrutinized the ecology of the unique LVMH firm, considering the nature of the brand as distinct from commodity markets, although * Shin'ya Nagasawa is a professor of MOT (Management of Technology) at...
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...Performed at: Société des Ateliers Louis Vuitton Supervisor(s): Florence Laprade Société des Ateliers Louis Vuitton 36100 Issoudun - France Peter Almström Department of Materials and Manufacturing Technology Chalmers University of Technology, SE-412 96 Gothenburg Marie-Agnès Girard Ecole Nationale Supérieure des Mines de Saint Etienne 42023 Saint Etienne - France Examiner: Bertil Gustafsson Department of Materials and Manufacturing Technology Chalmers University of Technology, SE-412 96 Gothenburg Material flow improvement Léo Belime © Léo Belime 2010 Diploma work no 35/2010 Department of Materials and Manufacturing Technology Chalmers University of Technology SE-412 96 Gothenburg Sweden Telephone + 46 (0)31-772 1000 Chalmers Repro Service Gothenburg, Sweden 2010 Material flow improvement Léo Belime Department of Materials and Manufacturing Technology Chalmers University of Technology Contents Abstract ............................................................................................................................. i Acknowledgements........................................................................................................... ii Foreword ......................................................................................................................... iii Introduction ...................................................................................................................... 1 Louis Vuitton and the LVMH group .................
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...America’s Cup and Louis Vuitton case. Stephane Ganassali, University of Savoie, sgana@univ-savoie.fr, corresponding author 4, Chemin de Bellevue - BP 80439 - 74944 Annecy-le-Vieux Cedex - France Francesco Casarin, University Ca’ Foscari of Venezia Paola Cerchiello, University of Pavia Gunnar Mau, University of Göttingen Carmen Rodrigues Santos, University of Leon Astrid Siebels, University of Hannover All members of the “International Network on Consumer Behaviour Studies” http://comptes.ergole.fr/young Impact of a sponsorship activity on the brand perceptions within an international context: the America’s Cup and Louis Vuitton case. Abstract On the basis of an extended review of literature dedicated to experimental studies of sponsorship effects on brand perceptions, this paper introduces a detailed framework of sponsorship persuasion process. Considering the central “transfer” between event and brand perceptions, the model also includes moderating effects (such as congruence) and focuses on specific components of functional, affective and symbolic customer value. In Spring 2007, a Web survey was conducted to evaluate the impact of Louis Vuitton’s sponsorship of America’s Cup. A total sample of 1,400 European respondents was developed thanks to the collaboration of eight Universities in France, Germany, Italy and Spain, working together within the “International Network on Consumer Behaviour Studies”. The model and hypotheses...
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...Degree of Master in Fashion Management The Swedish School of Textiles 2012-06-01 Report no: 2012. 13. 21 Luxury Consumer behaviour Suvi Lukkarinen & Xing Wei - A Comparative Case Study of Emerging Luxury Markets in China and Finland Visiting adress: Bryggaregatan 17 Postal adress: 501 90 Borås Website: www.textilhogskolan.se Title: Luxury Consumer Behaviour -A Comparative Case Study of Emerging Luxury Markets in China and Finland. Publication year: 2012 Authors: Lukkarinen, Suvi and Wei, Xing Supervisor: Anita Radon Abstract The study on luxury consumers is always connected to their drives behind consumption. Why people buy luxury products is an interesting question. This thesis investigates influencing forces behind luxury consumer behavior, in a comparative case study on Chinese and Finnish consumers. Luxury consumption is not a new phenomenon, but in some countries, like China and Finland, the luxury market is still growing since many brands are newly entering these markets. At the same time, new generations have become luxury consumers so these markets are quickly changing. Researches have been made on luxury consumer behaviour in China and Finland. However, there is a lack of updated information available about this subject, especially about Finnish luxury consumers. Furthermore, the driving forces behind the luxury consumption are not the same in different countries. In a competitive industry like luxury fashion, the marketing tactics have to be adapted to specific...
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...1. Explain which of the promotional strategies used by Diesel are above- or below-the-line. Analyze the impact that each approach might have. There are two different types of promotional strategies. One is above the line and the other one is below the line. Above the line is using the media like television, radio to promote your product to a mass audience. Below the line is looking to reach a customer not a whole bunch of people, an example of a below the line is using catalogues, direct mail. An above the line strategy used by diesel is through commercials and billboards. The Television ad of diesel has probably the biggest impact to their company because everyone watches television. When people see their advertisement they will think about the product and if they like it they might go to a Diesel store and buy their products. Another above the line strategy that Diesel uses is music. They now have their own radio station and they sign bands that are unknown and give them a chance to be heard by people. This can help Diesel to promote their company because when the unsigned band becomes famous Diesel will sponsor them when they go to tours and concerts. People who like the band will copy what their wearing and therefore diesel will be able to sell. A below the line strategy that Diesel uses is they have special offers. Customer’s loves special offers, so when they see that Diesel has a special offer, they will go in the shop and possibly buy their products. Another below...
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...10-12-2015 INDIA’S MARKET AUDIT INDIA’S MARKET AUDIT Carolina Fernandez, Mariana Felix, Ramiro Garcia, Rocio Lopez, Sarahi Montano, Fernanda Salgado Carolina Fernandez, Mariana Felix, Ramiro Garcia, Rocio Lopez, Sarahi Montano, Fernanda Salgado Outline Introduction 2 Executive Summary. 2 Environment. 3 SWOT Analysis. 5 PEST Analysis. 6 Customers. 8 Products and Services. 12 Place. 15 Price and Cost. 16 Promotion. 17 People. 19 Servicescape. 20 Process. 21 Porter’s 5 Forces 23 Conclusion. 35 References. 36 Introduction After a company has been able to stablish its own strategies of involvement in the market they have selected as their target market it is extremely important for them to evaluate and analyze their marketing activities, their objectives, plans, strategies and policies in order to identify any “defect, vulnerability, deficiencies, problems, and other weaknesses encountered in the company's marketing activities.” (Akrani, 2013). All of this with the aim of enhancing their strategies of penetration into a specific market. The importance of this evaluation relies on the fact that “it suggests measures and/or recommendations to overcome, solve or remove these limitations. It also seeks out new marketing opportunities for a company. Overall, it tries to improve their marketing performance.” (Akrani, 2013). Upon this document we have been evaluating each and one of the strategies we have selected to introduce pashminas into the Indian...
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...code Course title Type of course Level of course Department in charge Year of study Semester Number of credits Lecturer Email of the lecturer Prerequisites Form of studies Teaching language GRAV009 Advanced Topics in International Marketing Compulsory Graduate Graduate school 1 2 st nd 6 ECTS; 36 hours of class work, 126 hours of self-study Prof. Dr. Hemant Merchant hemant.merchant@yahoo.com Marketing, International Marketing; Programme requirements (pre-reading) Consecutive (Evenings & Online) English COURSE ANNOTATION This course is designed to facilitate a more “applied/practical” understanding of contemporary issues facing companies who market (or intend to market) their products/services across national boundaries. The course focuses on real-life challenges that companies encounter in the context of their international marketing function (broadly defined). In general, these challenges relate to identifying, evaluating, and making tradeoffs across national, organizational, and personal contexts. Thus, we will discuss formulation- and implementation-related challenges as well as generate solutions to ‘international marketing’ dilemmas. COURSE LEARNING OUTCOMES Learning Methods: Case discussion; Role plays; Mini-debates; Mini-lectures Assessment methods: Class participation; Case presentation; Final exam CLO1. Understand the international marketing environment; Contemplate and analyze international marketing opportunities. CLO2. Gain an understanding of international...
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...DOI: 10.7763/IPEDR. 2012. V46. 10 A Study on Why Luxury Goods Sell and their Effects on the Economy Seung Yoon Rhee+ Hankuk Academy of Foreign Studies, 449-854 Gyeonggi-do Yongin-si Mohyun-myun Wangsan-ri Hankuk Academy of Foreign Studies, South Korea Abstract. Despite recent global economic downturns starting from 2008, luxury goods have maintained their popularity as some of the most popular products in the world, while the sales of other goods have fallen significantly. In fact, the sales of luxury goods have increased in many cases. The aim of this paper is to identify the causes to this phenomenon, and go more in-depth into the consumer psychology of buying luxury goods. Recent statistics concerning the modern economy were examined, particularly the sales of luxury goods and their consistency in sales. After, the sales of luxury goods were studied from the perspective of consumer psychology. Luxury goods are not bought for the same reasons that normal or inferior goods are, as they do not adhere to the conventional wisdom of economical decision making. Instead, consumer decision making plays a huge role in the sales of luxury goods, particularly status consumption, and the motivations for status consumption were identified according to different types of motivations. By analyzing this data, the economic effects of luxury goods were identified. Because their primary consumer base is not affected severely by economic hardships, the sales of luxury goods are able to...
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...Fashion Marketing and Merchandising Summer 2016 All papers should include a table of contents, citations, bibliography. Number all pages. Single spacing is the preferred method. Include a cover page. Create a creative title for your paper. Case study papers should include the following sections, not necessarily in this particular order. Make the paper your own. The sections highlighted in green are optional; if these sections are executed, then that would qualify for the highest grade. Ensure that within your paper and presentation, you have included your brand’s Marketing Strategy and the 4 Ps of the Marketing Mix: Product, Price, Promotion, Place. In your presentation, include three slides with three separate probing questions to pose to the class, in order to ignite discussion. Corporate history * How did the brand get started? * What was its historic journey to now? * What is your brand’s history of Creative Directors? * Has your brand experienced any controversy? Was it resolved, and how? Product diversification * How widely diversified must a company be to succeed? * What kinds of products or services does your brand offer? * Is the company well diversified? * If not, why not? Brand expression * What are ways in which brands can express themselves? * How does your company express its brand? * House or brand color? * House or brand shape? * House or brand logo? * House or brand scent...
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... 07 Ansoff Matrix 08 Porter’s 5 forces 08 Chinese Customers 09 Chinese Competitors 10 My Strategy 11 More explanation 12 Conclusion 12 Recommendations 13 Bibliography 14 Executive Summary: The aim of this paper is to talk about a French fashion house which is named Caroll, that’s why we will study the company by internal and external audit. What is she doing now how she is doing it? Then, we have to try entering the Chinese market with a study of China’s risks, Chinese habits, competitors… all the market. Then we will try to build a strategy to help Caroll being on the textile market in China. My first part will talk about the current strategy of Caroll; what is the target of Caroll, competitors which market are focus… with some figures, analyses and personal point of view. Then we will take care of the Chinese market with a PESTEL analyze, 5’s forces of Porter, some matrices and tools to get a clearly view of China and specially the textile market. The last part of this study will concern the new marketing strategy to enter this market with a SWOT analysis and concrete action to be as efficient as possible. To conclude we will have some result and recommendation for this strategy and for Caroll. Introduction: Caroll is a French textile brand created in 1963 by Raphael Levy and Joseph Bigio. In 1988 Caroll was bought by a big French textile group called Vivarte...
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...Macarena Araya MBA 240 Individual Case Study: Burberry I. Statement and Causes of the Problem Burberry is a brand that has been around for over 150 and years, and much of its popularity has been a result of its legendary check pattern, which can be found in a plethora of its products. When individuals think of the brand there are always two words to describe it, luxury and durability. However, the success of Burberry was not always constant. By the mid 1990s, the company was facing multiple issues due to several reasons, such as a narrow base of core products, an older customer base, inconsistent retail environments around the world, and a limited control over Burberry’s licensees. As a result, in 1997 the company brought Rose Marie Bravo to reinvent Burberry, she had all the necessary skills to change Burberry from being a tired outerwear company into “a luxury lifestyle brand that was inspirational, stylish, and innovative” (Moon, 2). By 2003 and after many changes done by Bravo, Burberry was considered to be a hip brand and was now popular among a much younger generation; therefore, it was obvious that Rose Marie Bravo and her team did nothing but an exceptional job by reinventing the luxury brand. Although Burberry has continued to be categorized as a well-known respectable luxury brand for many years after its reinvention, Bravo believes that the following years are critical for the future of the company since she believes it has not yet reached its full potential...
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...INTRODUCTION Control strategies, prevention and reduction of counterfeiting, as applied today in different countries, pose, in the particular case of China, a real problem at two levels. On the one hand, knowledge of the motivations and logics that lead to the consumption and purchase of counterfeit products remain inadequate, given the different needs of consumers, on the other hand, they pose a problem coping methods counterfeiting reduction, to the extent effective strategies were designed for a transnational action against the proliferation of counterfeiting. In this paper we analyze, using the individual interviews method, firstly, the logical and motivational factors that lead to the consumption of counterfeit luxury goods,...
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