LV品牌營(yíng)銷分析

1、The analysisofLVsThe analysisofLVssuccessfulmarketing successfulmarketing Cataloguel History Early Days (1854-1892) Golden Age of Louis Vuitton (1893-1936) Modern Age of Louis Vuitton (1937-1996) l Mission Statement Group stakeholders Cultural valuesl Target Market Sexuality， ， Age，IncomeCatalogue S

2、elling Point Fashionable Prestige image Durable goods Marketing Mix Product Price Promotion SummarizeHistory 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

3、. 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 Moder

4、n 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 -

5、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 -

6、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 NorwayMission Statement “LVMH must continue to be synonymous with both elegan

7、ce 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 b

8、rands with passionate determination - Act as entrepreneurs - Strive to be the best in all we doTarget 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 monthSelling P

9、oint Fashionable Durable goods Good quality product Long product life Exclusivity Prestige image Feel good Fit into high-class society Practice ego and powerMarketing Mix Main Products: Leather Bags and Wallets Handbags Luggage Cosmetic Bags Original Product Line: Monogram Expanded its product line

10、Monogram Denim Monogram Multicolore Monogram Vernis Damier CanvasProductProduct Offer more types of product including: Timepieces Shoes Agendas Jewelry Sunglasses Belts, scarves & AccessoriesPrice Premium Pricing Luxury image Selling Point Never on sale! Price range: Handbags: $550 - $3,700 Wallets:

11、 $200 - $700Place Direct channels: Free-Standing Store Department Stores: Macys New York Bloomingdales Saks Fifth Avenue Exclusive Distribution Limited number of stores and retailersPlacePromotion Advertisements: Message Convey luxurious image Means of media High-end Fashion Magazines Eg. Vogue, Ell

12、e Billboards Endorsements: Jennifer Lopez, Kate Moss, Uma Thurman, and Scarlett JohanssonPromotionSummarize 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