INDEX

INTRODUCTION 1
- Business Overvirew
- Sector Analysis
MARKET SEGMENT 2
- Competitive Market
- Customer Profile
MARKETING STRATEGY
- Product / Service Provided
- Distribution
- Pricing Strategy
- Promotion

3-4

GROWTH 4
APPENDIX 4
SWOT ANALYSIS
- Strenghts
- Weakness
- Opportunities
- Threats

REFERENCES 6

1. Introduction
Beauty is a promising trend among todays fashion products such as womens shoes, perfumes, lipsticks, and
skin care.
Christian Louboutins products remain the leading brands for the high-end market consumers, with a diversity of products that have given its customers the best taste of lifestyle.
The aim is to create the first and only Christian Louboutin perfume, which will be the extension of Christian
Louboutin Beauty Make-up Line.
1.1Business Overview
The perfume will be called Le Perfume and will be released in September this year 2016 in New York for the
very first time ever. This release is anticipated to hit the market in a significant manner. The following week
it will be officially launched in Paris, France and then it will spread to Europe and around the United States. The perfume (Le Perfume) will be only accessible in official Christian Louboutin stores as well as online
iin the official website and Net-A-Porter and Sophora boutiques. The product will also feature in a few big
department stores.
Besides, the perfume will be exclusive. The bottle will also have special design and customers will only be
able to purchase in 75ml. This perfume has to be produced in Paris, where all the fragrances are produced,
even though the make-up line is made in the United States with the beauty company Battallure Company.
Christian Louboutins beauty products have their unique packaging. The packaging of the brands comes in a
large variety.
In addition, Christian Louboutins products are not packaged like any other regular products in the market.
These products have the ticker for details, which also extends down even to the glass bottles. Christian has
the taste for good and outstanding packages in efforts to make his products the most preferred in the market,
given the high level of competition from other producers.
In terms of the perfumes smell, it will contain the following:

Roses, orange, mandarin, vanilla

Peonies, mimosa, liquorice (for darkness and heaviness of the flowers), and

White musk, Indonesian patchouli, and African wood
1.2 Sector Analysis
The main drivers of change in the fragrance sector include economic, legal and social business issues, the
perfume industry is very important for many parts of the world, especially Europe and across the world. For
instance, the export of perfumes represent a significant and critical asset for the French economy, and is also
the fourth largest sector of the French industry. In terms of employment opportunities, the perfume industry
employs approximately 45000 people. In particular, this sector represents about 0.27 percent of the employment within the nation of French.

2. Market Segment
The marketing setting of any given brand fundamentally comprises of both the macro as well as microenvironments. While the microenvironment comprises of the political, social, economic, cultural, as well as the
technical environment, the microenvironment entails competition, buying and supplying behavior environment.
Therefore, the marketing environment of Christian Louboutin products is largely concentrated among the
upper class customers (Louboutin et al, 2011). The company targets both the females and males in the design
of its products. The markets that the companys products have its presence include Europe, France, as well as
across different nations around the world such as within the United States of America.
2.1 Competitive Market
The company is one of the leading leaders in the beauty industry. It has essentially maintained its image
because of the culture of good designs and promotion strategies.
A number of its authorized retailers and stores are also strategically positioned across the world in efforts to
attract a larger segment of the market towards the companys beauty products.
Christian Louboutin Company has very strong competitors in the beauty industry including reputable companies such as Gucci, Yves Saint Laurent, as well s Christian Dior. However, Christian Louboutin has excellent product designs and customer services, which is a major and significant reason why many of its competitors continue striving to match in the beauty market.
In terms of the companys, market share, the companys revenues have significantly grown at an annual rate
of about 40 percent. In the United States, the company accounts for about 52 percent of sales. In Europe,
Middle East, and Russia the companys sales accounts for about 30 percent. Furthermore, the company has
about 18 percent in sales in markets n Asia as well as Japan, with its greatest revenue stream coming from the
sale of shoes.
2.2 Consumer Profile

Individual characteristics: Women, men, and children

Behavior: very demanding
Needs: Quality and authenticity
Desired benefits: Fulfillment of dream, recognition, as well as feminineness

3. Marketing Strategy
The company capitalizes on the loyalty of its customers and potential clients. It continues to serve the both
the lower and higher segment in order to make the companys presence felt in the market across the world. In addition, the company uses various promotional and advertising strategies, which are aimed at the
emotional attachments as well as bonding with its customers. These forms of strategies are further based at
increasing the companys brand image, while at the same time making the companys customers realize the
trust of the company.
3.1 Product / Service Provided
Christian Louboutin provides footwear brands, which are widely known for its shiny and red-lacquered soles.
This luxury product has particularly become the companys signature, where it has specialized in offering
different designs that sale across the world.
Christian Louboutins products also include watches and bags, which are particularly targeted to attract the
female customers across the world where these products are sold. These products are thus, produced and
parked in different and appealing packages that are also aimed at catching the interest of different women.
Services such as customer care and after sale promotion services are also provided with the intent of increasing the products level of sales. Certainly, Christian Louboutins products have been tailed and desired
with the expectations and needs of the consumers in mind, so that customers value for money is achieved.
Furthermore, Christian Louboutins products seek to carry the message of quality and renowned brand to its
different customers through offering them a good sense to spend their hard-earned money.
3.2 Distribution
The company uses selective distribution style, where few retail outlets cover a specific geographical area
across the world.
The company has set proper store in prestigious places. The company makes use of different departmental
stores in different areas to sell its products. Furthermore, the company also encourages online trading, where
its customers can purchase products of their choice through the companys website.
The company places a greater emphasis in bringing its different products and services to the people through offering the most convenient and quick access into these products. The different stores that are located
across different areas are also packed with different types and colors of these products in order to increase
customers preferences and encourage product diversity, which helps to increase amount of revenues through
high/increased sales.
3.3 Pricing Strategy
The company has positioned itself in both the foreign and home market as value-for-money, and with the
new perfume product, there is need for reasonable pricing. The European market is particularly a good
example of the companys price positioning, which need to be adopted for the new perfume to draw many
customers. The perfume range should also be provided to customers, which must also be attractive. In addition, the company has to differentiate further on the basis for superior styles as well as high levels of attractiveness
Most of the Christian Louboutins products are cheap and therefore, affordable to many clints. Recently a
new beauty line has been added to Christian Louboutins products. For instance, lipsticks have been added
into the new line, which goes as low as $90. This new products comes with a total of 38 shades with excellent
finishes to appeal its customers and offer them higher choices. Therefore, while other products have previously been priced at relatively affordable prices, the new perfume will also be expected to maintain the trend.

3.4 Promotion
The company undertakes extensive advertising, which allows the companys products to reach a large
number of customers through the target market appeals. In addition, personal selling is also utilized by the
company, which enables it to communicate its product benefits to customers directly through mails and interactive website. Prominent stars have been used to brand the products, including stars such as Sarah Jessica
Parker, Victoria Beckham, as well as Jenifer Lopez.
Christian Louboutins products are also promoted through television and internet channels, where they are
able to rich as many customers as possible. In partnership with different media stakeholders, these products
continue to feature significantly; therefore, increasing its level of popularity among existing and prospective
clients. Furthermore, the company attaches a high significance on product promotion, since it is a channel
that presents the greatest way to reach many people across the globe.
As the brand policy does not include advertising campaigns,the strategy will follow it and promote the product only in still life shoots,featuring articles in magazines and in specialized fashion events in department
stores and in the official boutiques of the brand.This aims wider attraction of attention,targeting not just a
type of woman,model celebrity or certain lifestyle that ambassadors the product and the brand.
4. Growth
The company has growth tremendously over the years to become a major footwear brand in the world (Fashion Institute of Technology, 2008). In terms of the companys market share, the companys revenues have
significantly grown at an annual rate of about 40 percent.

Appendix
SWOT Analysis
The following is the Christian Louboutins SWOT analysis.
Strength

In terms of stylish products, the Company is the market leader, where it serves the upper market segment of people.

The company has a very strong brand image and has a quality of reliability.

The company also enjoys a very strong support from the government and has a high capacity for
in-house production

The company has placed a significant emphasis in its R&D design. There is emphasis as well as attention to design.
Weaknesses

The company also has a weak organizational culture. The companys working environment essentially lacks team spirit as well as awareness. There are inadequate motivational strategies.
Opportunities

Diversification of the companys products: in addition to the variety of beauty products, the Company can put more emphasis fragrant products.

The company can tap more into export markets across the world.

Market Segmentation: the perfume brand can expand, promote different fragrant for different people, which are suitable for different customer profiles.

Sales network: the company can collaborated with a number of the good retailers of different beauty
brands with huge distribution networks in order to display and sell a number of the companys newly perfume product.

Innovative products: the company can hire excellent designers in order to design outstanding and
stylish perfume products based on client preferences. This can allow the company the ability to combine
technology and design appeal in order to improve the experiences of customers.

Market surveys: the company can undertake efficient market analysis before launching the new perfume product.

Retail stores: the company can seek to move and use different retail stores in order to attract more
customers into using its products.

Increasing number of billionaires
Trademark

Luxury French image and market recession

Diversification
Threats

The companys competitors, including companies such Gucci Limited, Yves Saint Laurent, Christian
Dior, and CHANEL Company are its biggest threats

A lot of luxury and different varieties of beauty products are competing in the market, which also
presents a significant threat

There are a number if spurious operators- individuals who undertake fraudulent activities and who
often misuse the brand name of the company , who also presents yet another significant threat to the new
product

Increasing labor costs and tough government policies

References
Louboutin, C., Reinhardt, E., Garcia, P., Lynch, D., & Malkovich, J. (2011). Christian Louboutin. New York:
Rizzoli.
Fashion Institute of Technology (New York, N.Y.). (2008). Sole desire: The shoes of Christian Louboutin.
New York: The Museum at FIT.
Socha, Miles (4 February 2008). Getting a Handle on Louboutin. Womens Wear Daily.