Overview Of Louis Vuitton Co.

Louis Vuitton::

1. History

2. Mission Statement 

3. Target Market

4. Selling Point

5. Product 

6.Price

7.Place

8. Promotion

History History 

. 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. 

. Golden Age of Louis Vuitton (18931936) 

. 1893 -Georges (Louis’s 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 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 company's 

total revenue by the 1980s.) 

.1984 -Vuitton expands its presence in Asia by opening its first store in 

Korea, in Seoul. 

.1987 -Moet et Chandon and Hennessy, leading manufacturers of 

champagne and of brandy, respectively, merges with Louis Vuitton to 

form the world's 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 History 

.Millennium Age of Louis 

Vuitton (1997-present) 

.1997 -hires designer Marc 

Jacobs to be the label's 

artistic director 

.2006 -opens its first store 

in Norway 

Mission Statement 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 

-Bolster the image of our brands with passionate 

determination 

-Act as entrepreneurs 

-Strive to be the best in all we do 

Target Market 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 Selling Point 

.Fashionable 

.Durable goods 

.Good quality product 

.Long product life 

.Exclusivity 

.Prestige image 

.Feel good 

.Fit into high-class 

society 

.Practice ego and power 

Marketing Mix Marketing Mix 

.Main Products: Leather Bags and 

Wallets 

.Handbags 

.Luggage 

.Cosmetic Bags 

.Original Product Line: Monogram 

.Expanded its product line 

.Monogram Denim 

.Monogram Multicolore 

.Monogram Vernis 

.Damier Canvas 

Product 

.Main Products: Leather Bags and 

Wallets 

.Handbags 

.Luggage 

.Cosmetic Bags 

.Original Product Line: Monogram 

.Expanded its product line 

.Monogram Denim 

.Monogram Multicolore 

.Monogram Vernis 

.Damier Canvas 

Product 

Product 

.Offer more types of product 

including: 

.Timepieces 

.Shoes 

.Agendas 

.Jewelry 

.Sunglasses 

.Belts, scarves & Accessories 

Product 

.Offer more types of product 

including: 

.Timepieces 

.Shoes 

.Agendas 

.Jewelry 

.Sunglasses 

.Belts, scarves & Accessories 

Product Product 

‘Luxury’Durable 

Quality 

Lines of Product 

Brand 

Fashion 

Service 

Warranties 

Customer 

Care 

Gift 

Wrappings 

“Three Levels of Product of Louis Vuitton”

Price 

.Premium Pricing 

.Luxury image 

.Selling Point 

.Never on sale!! 

.Price range: 

.Handbags: $550 -$3,700 

.Wallets: $200 -$700 

Price 

.Premium Pricing 

.Luxury image 

.Selling Point 

.Never on sale!! 

.Price range: 

.Handbags: $550 -$3,700 

.Wallets: $200 -$700 

Place 

.Direct channels: Free-Standing Store 

Place 

.Direct channels: Free-Standing Store 

. Department Stores: 

. Macy’s New York 

. Bloomingdales 

. Saks Fifth Avenue 

. Exclusive Distribution 

. Limited number of stores and retailers 

Place 

. Department Stores: 

. Macy’s New York 

. Bloomingdales 

. Saks Fifth Avenue 

. Exclusive Distribution 

. Limited number of stores and retailers 

Place 

Promotion 

. Emphasize on personal selling 

. Don’t emphasize on sales promotion 

. To reinforce their luxury image 

. PR 

. Sponsorship 

. “Louis Vuitton Cup 2007” 

. “LVMH Young Artists’ Award” 

. LVMH Website -“The Magazines” 

Promotion 

. Emphasize on personal selling 

. Don’t emphasize on sales promotion 

. To reinforce their luxury image 

. PR 

. Sponsorship 

. “Louis Vuitton Cup 2007” 

. “LVMH Young Artists’ Award” 

. LVMH Website -“The Magazines” 

Promotion 

.Advertisements: 

.Message 

.Convey luxurious 

image 

.Means of media 

.High-end Fashion 

Magazines 

.Eg. Vogue, Elle 

.Billboards 

Promotion 

.Advertisements: 

.Message 

.Convey luxurious 

image 

.Means of media 

.High-end Fashion 

Magazines 

.Eg. Vogue, Elle 

.Billboards 

.Endorsements: Jennifer Lopez, Kate Moss, 

Uma Thurman, and Scarlett Johansson 

Promotion 

.Endorsements: Jennifer Lopez, Kate Moss, 

Uma Thurman, and Scarlett Johansson 

Promotion 

.New advertising campaign 

Promotion 

.New advertising campaign 

Promotion 

Imitation or Real? 

. Fake LV’s are a continuous problem 

. Spend $10 million a year on ripoff battle 

. Part of sum goes to lobbyists 

. Biggest sources of counterfeit 

goods: 

. Turkey, China, Morocco 

Imitation or Real? 

. Fake LV’s are a continuous problem 

. Spend $10 million a year on ripoff battle 

. Part of sum goes to lobbyists 

. Biggest sources of counterfeit 

goods: 

. Turkey, China, Morocco 

Imitation or Real? 

. LV has adopted a zero tolerance policy 

against counterfeiting 

. In 2004, the brand’s firm 

stance led to… 

. 13,000 legal actions 

. 6,000 raids 

. 947 arrests 

Imitation or Real? 

. LV has adopted a zero tolerance policy 

against counterfeiting 

. In 2004, the brand’s firm 

stance led to… 

. 13,000 legal actions 

. 6,000 raids 

. 947 arrests 

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