By: ANKUR PILANIA

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 (18931936)
± 1893 - Georges (Louis¶s 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.

Vuitton expands its presence in Asia by opening its first store in Korea.History ‡ Modern Age of Louis Vuitton (1937-1996) ± 1978 . LVMH.The first store in China is opened at the Palace Hotel in Beijing.) ± 1984 .Vuitton opens its first stores in Japan.Moët et Chandon and Hennessy. respectively. (Sales in Japan would come to account for nearly half of the company's total revenue by the 1980s. . and Bernard Arnault is Chairman and CEO of both companies. ± 1992 . leading manufacturers of champagne and of brandy. in Seoul. ± 1987 . merges with Louis Vuitton to form the world's largest luxury goods conglomerate. in Tokyo and Osaka. The group is partly owned by the Christian Dior group.

opens its first store in Norway .hires designer Marc Jacobs to be the label's artistic director ± 2006 .History ‡ Millennium Age of Louis Vuitton (1997-present) ± 1997 .

and the cultural values they embody.Be creative and innovative .Bolster the image of our brands with passionate determination . Our products.Mission Statement ‡ ³LVMH must continue to be synonymous with both elegance and creativity.Act as entrepreneurs . and kindle dream and fantasy. blend tradition and innovation.Aim for product excellence .´ ‡ Five priorities reflect the fundamental values shared by all Group stakeholders: .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 ³Three Levels of Product of Louis Vuitton´ Durable Customer Care Fashion Warranties µLuxury¶ Quality Lines of Product Service Gift Wrappings Brand .

$3.Price ‡ Premium Pricing ± Luxury image ± Selling Point ‡ Never on sale!! ‡ Price range: ± Handbags: $550 .$700 .700 ± Wallets: $200 .

Place ‡ Direct channels: Free-Standing Store .

Place ‡ Department Stores: ± Macy¶s New York ± Bloomingdales ± Saks Fifth Avenue ‡ Exclusive Distribution ± Limited number of stores and retailers .

³The Magazines´ .Promotion ‡ Emphasize on personal selling ‡ Don¶t emphasize on sales promotion ± To reinforce their luxury image ‡ PR ± Sponsorship ‡ ³Louis Vuitton Cup 2007´ ‡ ³LVMH Young Artists¶ Award´ ‡ LVMH Website .

Elle ‡ Billboards .Promotion ‡ Advertisements: ± Message ‡ Convey luxurious image ± Means of media ‡ High-end Fashion Magazines ± Eg. Vogue.

Kate Moss.Promotion ± Endorsements: Jennifer Lopez. Uma Thurman. and Scarlett Johansson .

Promotion ‡ New advertising campaign .

Imitation or Real? ‡ Fake LV¶s 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 2004.000 legal actions ± 6. the brand¶s firm stance led to« ± 13.000 raids ± 947 arrests .

cigaraficionado.lvmh.Bibliography ‡ http://www.2322.html ‡ http://www.com/topic/louisvuitton ‡ http://www.com/ .00.answers.619.com/Cigar/CA_Arc hives/CA_Show_Article/0.

!! Thank You !! .

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