MARKETING PROJECT SBMA7018: MBA PATHWAY MODULE

Student name Student ID Course Lecturer Submission Date

: Mohammad Mahidul Islam : 100212-79 : MBA TERM (ii) : Richard Small : 02-03-2011

PROJECT PROPOSAL

TITLE: LOUIS VUITTON AIM OF THE PROJECT: To understand the the marketing challenge faced by the LOUIS VUITTON the no 1 luxury brand in the world. OBJECTIVE: To investigate the LOUIS VUITTON (fashion & leather) business issues.

These are some LOUIS VUITTON business issues Regarding their distribution network, Louis Vuitton has a tremendous competitive advantage. But rapidly increase similar competitive brand LV faced big marketing challenges to keep their brand no 1 position. Louis Vuitton doesn't have any authorized street resellers. LV has been going through some major challenges as they try to establish their brand image in ASIA. The case portrays a subtle situation in international marketing -- the marketing of a high-end brand into a low-income nation, or the expansion of Louis Vuitton into India. This luxury good marketer faced practical problems in India, such as the challenge of identifying potential customers, the lack of media to build its brand, and the absence of high streets to open stores. LV the worlds largest luxury-goods maker, filed a U.S. trade complaint seeking to block U.S. imports from China of handbags, luggage and other accessories that copy the Louis Vuitton look.

BACKGROUND: The Louis Vuitton Company (more commonly known simply as Louis Vuitton) is a luxury French fashion and leather goods brand and company, headquartered in Paris, France. It is a division of the French holding company, LVMH Louis Vuitton Mot Hennessy S.A. The company is named after its founder Louis Vuitton (August 4, 1821February 27, 1892), who designed and manufactured luggage, as a Malletier during the second half of the nineteenth century. The company manufactures and markets luxury leather goods, fashion accessories and jewellery. Many of the companys products utilize the signature gray Damier and Monogram Canvas materials, both of which were first used in the late 19th century. All of the companys products utilize the eponymous LV initials.

The company only markets its product through its own stores throughout the world, which allows it to control product quality and pricing, and to prevent counterfeit products entering its distribution channels. In addition, the company added a single online retailer to sell some of its products (along with some of its sister companies such as Christian Dior). One hundred and fifty years after its eponymous founder began creating and selling trunks in Paris, Louis Vuitton's signature leather goods are considered a status symbol around the globe and are highly regarded in the fashion world. The company's iconic Monogram Canvas design can be considered the first designer label in contemporary history; the design was created in 1896 by Vuitton's son Georges and was intended to prevent counterfeiting. Ironically, Louis Vuitton has become the most counterfeited brand in fashion history, with just over 1% of all items branded with the Vuitton logo not counterfeit.

METHOLODEGY: The majority of my research for this project has been secondary and has been through reading various articles, journals, fashion magazines and LV website. I have also been able to gain extensive insight into the company by reviewing the Annual accounts.

TIME OF WORK NO. Subject Task Sources of Dependency Duration

1.

Think about topic

Books,Journals,Websites

1 Week

2.

Finalized topics, Key Business journals, Websites, issues,Problems,Question and Books, Fashion magazines. research question Find business issues, Problems Fashion magazines, Business journals,Newspaper,Websites

2 Week

3.

3 Week

4.,

Data gathering techoniques,Outlines

Publication, Company document

4 Week

5.

Research techniques

Own view, Previous exprience,Website,Comany visit

5 Week