Professional Documents
Culture Documents
Subject:-
Product and brand management
Submitted by:-
Introduction
Women:
Monogram Canvas
Monogram Denim
Monogram Multicolore
Monogram Mini
Monogram Vernis
Monogram Vienna
Monogram Ambre
Damier Canvas
Suhali Leather
Epi Leather
Antigua
Cruise Collection
Fall-Winter 2005/06 Collection
Men:
Monogram Canvas
Damier Canvas
Damier Geant Canvas
Taiga
Utah
Nomade Leather
Epi Leather
Product Range:
Price Points:
Advertising/Marketing:
Result of survey
Demographics:
Age Gender
17% 13%
18-24 40%
Male
70% 25-40 60%
Female
41-55
Incomebracket (Monthly)
10%
13%
25,000 - 35,000
35,000 - 65,000
77%
65,000 - 100 ,000
Brand Awareness:
BrandRecall
14 13
12
12
10
8
6
Brand Recall
4 3
2
2
0
Pre-purchaseplanning
0
4
No planning
Some Planning
26 Most Planning
10
Consumption of
5 3 3 the product
0
Louis Roberto Gucci Prada
Vuitton Cavalli
Brand Image:
BrandAssociation
3 1
Expensive & Quality
4 Exclusiveness
Fashionable
22 Used by Women
BrandUniquness
0
0
Expensive & Quality
3
Exclusiveness
27 Fashionable
Used by women
20 6 months
2 months
Conclusion
About: (Demographic)
A. 18 - 24
B. 25 - 40
C. 41 - 55
About: (Demographic)
A. Male
B. Female
About: (Demographic)
A. LV
B. Roberto cavalla
C. Gucci
D. Prada
Q5. Please take a look at the picture below and answer the
following question:
About: (Brand Recall/Recognition)
Can you recognize which brand does the bag belong to?
B. No.
A. No planning
B. Some Planning
C. Most Planning
A. LV
B. Roberto cavalla
C. Gucci
D. Prada
A. Expensive
B. Quality
C. Exclusiveness
D. Fashionable
E. Used by women
Q9. How unique are Louis Vuitton bags in terms of the
following product characteristics?
About: (Brand Uniqueness)
A. Expensive
B. Quality
C. Exclusiveness
D. Fashionable
E. Used by women
A. Advertising
B. Brand Image
C. Family and Friends
A. Attention
B. Interest
C. Desire
A. 12 months
B. 6 months
C. 2 months
References