A brief insight on the marketing excellence of Louis Vuitton

1. A world of Elegance, Inspiration and Innovation

2. What is Louis Vuitton?

3. Industry Luxury Goods
Founded 1854
Country France
CEO and Chairman Michael Burke
Parent LVMH
Sales $10 B
Headquarters Paris
The Ultimate
Luxury Product

4. Products

5.  Be creative and innovate
 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”
MISSION OF LV

6. Brand Positioning

7. Competitive Frame of Reference
 Identifying Competitors
 Analysing Competitors

8. Points of Difference
 Desirable
 Deliverable
 Differentiating
Points of Parity
Category Competitive

9. Points of parity Versus points Of Difference

11. BRAND MANTRA
- Articulation of the heart and the soul of the Brand
Criteria for Brand Mantra
 Communicate
 Simplify
 Inspire

12. Brand Mantra for Louis Vuitton
 Prestige(high price, higher status, better
self recognition)
 Travelling(easy to carry, catchy designs,
convenient)
 Excellent craftsmanship(high
quality, excellent raw materials, leather
goods that is hand made)

13. Advertising and
Promotions of LV

14. Celebrities and Football
players endorsing Louis
Vuitton

15. EVENTS
Louis Vuitton Cup
- Yachting Competition

16. Louis Vuitton presented their 2017
Cruise collection in Rio de Janeiro, Brazil
at the beautiful Niteroi Contemporary
Art Museum.

17. How does and exclusive brand such as Louis Vuitton grow and
stay fresh while retaining its cachet?
 Louis Vuitton's products are made with state-of-art
materials , and its designers use a combination of art
precision, and craftsmanship to produce only the finest
products.
 To promote their products LV uses high profile models ,
Celebrities, Designers.
 Partnership with international artists, museums and cultural
organizations.
 Spends a lot of time handcrafting its products.
 It has also launched its first television commercial and
started selling online.

18. Is counterfeiting of Louis Vuitton always
negative?
 Counterfeiting is a serious challenge for LV because it dilutes
serious brand image.
 if a buyer knows that it is a counterfeit product, it may not
serve what it intended for, still he purchases on his own risk
because it is cheaper than original product. In this case he is
actually promoting original brand using fake logo.
 When counterfeits enter the market, authentic brands have
the incentive to upgrade their quality and innovate.
 Brand awareness starts to increase.
 They will at times be helping in building the word of mouth
and advertising for the brand.

19. Summary
Thus for an effective positioning a company must consider
the following:
 Competitive frame of Reference
 POD’s and POP’s
 Brand Mantras
 Effective promotional and differentiating strategies

20. Disclaimer
Slide-3: http://www.forbes.com/companies/louis-Vuitton/
Slide-5: http://jodiechan.weebly.com/organizational-
objectives.html
Slide-16: http://www.highsnobiety.com/2016/05/29/louis-
vuitton-cruise-2017-brazil/

21. Thank you

22. Presentation prepared by Aravindh Sekar under the
guidance of Prof.Sameer Mathur during the summer
internship from 16th May 2016 to 12th June 2016