LV品牌营销分析.ppt
The analysisofLVssuccessfulmarketing,201185005,Catalogue,History Early Days(1854-1892)Golden Age of Louis Vuitton(1893-1936)Modern Age of Louis Vuitton(1937-1996)Mission Statement Group stakeholders Cultural valuesTarget Market Sexuality，Age，Income,Catalogue,Selling Point Fashionable Prestige image Durable goodsMarketing Mix Product Price PromotionSummarize,History,Early Days(1854-1892)1854-Louis Vuitton opens first store in Paris1885-first LV store opens in London,on Oxford Street1892-Vuitton dies;the Vuitton company begins selling handbags.Golden Age of Louis Vuitton(1893-1936)1893-Georges(Louiss 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.,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 companys total revenue by the 1980s.)1984-Vuitton expands its presence in Asia by opening its first store in Korea,in Seoul.1987-Mot et Chandon and Hennessy,leading manufacturers of champagne and of brandy,respectively,merges with Louis Vuitton to form the worlds 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.,History,Millennium Age of Louis Vuitton(1997-present)1997-hires designer Marc Jacobs to be the labels 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-Bolstertheimageofourbrandswithpassionate determination-Act as entrepreneurs-Strive to be the best in all we do,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,Selling Point,FashionableDurable goodsGood quality productLong product lifeExclusivityPrestige imageFeel goodFit into high-class society Practice ego and power,Marketing Mix,Main Products:Leather Bags and WalletsHandbagsLuggageCosmetic BagsOriginal Product Line:MonogramExpanded its product lineMonogram DenimMonogram MulticoloreMonogram VernisDamier Canvas,Product,Product,Offer more types of product including:TimepiecesShoesAgendasJewelrySunglassesBelts,scarves&Accessories,Price,Premium PricingLuxury imageSelling PointNever on sale!Price range:Handbags:$550-$3,700Wallets:$200-$700,Place,Direct channels:Free-Standing Store,Department Stores:Macys New YorkBloomingdalesSaks Fifth AvenueExclusive DistributionLimited number of stores and retailers,Place,Promotion,Advertisements:MessageConvey luxurious imageMeans of mediaHigh-end Fashion MagazinesEg.Vogue,ElleBillboards,Endorsements:Jennifer Lopez,Kate Moss,Uma Thurman,and Scarlett Johansson,Promotion,Summarize,Summarize,Have to admit,LVs successful and its successful marketing is inextricable.The Louis Vuitton brand and the famous LV monogram are among the worlds most valuable brands.the sixth consecutive year,Louis Vuitton still at number one of ten most powerful brand published by the Millward Brown Optimors 2011 BrandZ study with value of$24.3billion.It was more than double value from the second rank.,Bibliography,http:/,Thanks for watching!,
