LV品牌营销分析-课件.ppt

1、The analysisofLVsThe analysisofLVssuccessfulmarketing successfulmarketing 1ppt课件2ppt课件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，Income3ppt课件Ca

2、talogue Selling Point Fashionable Prestige image Durable goods Marketing Mix Product Price Promotion Summarize4ppt课件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 han

3、dbags.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.5ppt课件History Modern

4、 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

5、 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 Chin

6、a is opened at the Palace Hotel in Beijing.6ppt课件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 Norway7ppt课件Mission Statement“LVMH must continue to be synonymous with both elegance and creativity.O

7、ur 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 determin

8、ation-Act as entrepreneurs-Strive to be the best in all we do8ppt课件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 month9ppt课件Selling Point Fashionable Durable go

9、ods Good quality product Long product life Exclusivity Prestige image Feel good Fit into high-class society Practice ego and power10ppt课件Marketing Mix11ppt课件 Main Products:Leather Bags and Wallets Handbags Luggage Cosmetic Bags Original Product Line:Monogram Expanded its product line Monogram Denim

10、Monogram Multicolore Monogram Vernis Damier CanvasProduct12ppt课件Product Offer more types of product including:Timepieces Shoes Agendas Jewelry Sunglasses Belts,scarves&Accessories13ppt课件Price Premium Pricing Luxury image Selling Point Never on sale!Price range:Handbags:$550-$3,700 Wallets:$200-$7001

11、4ppt课件Place Direct channels:Free-Standing Store15ppt课件 Department Stores:Macys New York Bloomingdales Saks Fifth Avenue Exclusive Distribution Limited number of stores and retailersPlace16ppt课件Promotion Advertisements:Message Convey luxurious image Means of media High-end Fashion Magazines Eg.Vogue,

12、Elle Billboards17ppt课件 Endorsements:Jennifer Lopez,Kate Moss,Uma Thurman,and Scarlett JohanssonPromotion18ppt课件Summarize19ppt课件 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$24.3 billion.It was more than double value from the second rank.20ppt课件Bibliography http:/ http:/ http:/ for watching!22ppt课件