By: Mary, Chayanee, and Sasima

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 (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 company's
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 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
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
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
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
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

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
Offer more types of product
including:
Timepieces
Shoes
Agendas
Jewelry
Sunglasses
Belts, scarves & Accessories

Product
Three Levels of Product of Louis Vuitton

Fashion

Durable
Customer
Care

Warranties

Luxury
Brand

Quality
Lines of Product
Service

Gift
Wrappings

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
Department Stores:
Macys New York
Bloomingdales
Saks Fifth Avenue

Exclusive Distribution
Limited number of stores and retailers

Promotion
Emphasize on personal selling
Dont 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
Endorsements: Jennifer Lopez, Kate Moss,
Uma Thurman, and Scarlett Johansson

Promotion
New advertising campaign

Imitation or Real?
Fake LVs 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 brands firm
stance led to
13,000 legal actions
6,000 raids
947 arrests

Bibliography
http://www.cigaraficionado.com/Cigar/CA_Arc
hives/CA_Show_Article/0,2322,619,00.html

http://www.answers.com/topic/louisvuitton
http://www.lvmh.com/

!! Thank You !!