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1、The analysisofLVssuccessfulmarketing 2011850051ppt课件2ppt课件CataloguelHistoryEarlyDays(1854-1892)GoldenAgeofLouisVuitton(1893-1936)ModernAgeofLouisVuitton(1937-1996)lMissionStatementGroupstakeholdersCulturalvalueslTargetMarketSexuality，Age，Income3ppt课件CatalogueSellingPointFashionablePrestigeimageDurab
2、legoodsMarketingMixProductPricePromotionSummarize4ppt课件HistoryEarlyDays(1854-1892)1854-LouisVuittonopensfirststoreinParis1885-firstLVstoreopensinLondon,onOxfordStreet1892-Vuittondies;theVuittoncompanybeginssellinghandbags.GoldenAgeofLouisVuitton(1893-1936)1893-Georges(Louissson)beginshiscampaigntoma
3、kethecompanyintoaworldwidecorporation.1936-ThegoldenageofLouisVuittonendsasGeorgesVuittonpassesaway.EstimatesattributeGeorgesVuittonwithover700newVuittondesigns.5ppt课件HistoryModernAgeofLouisVuitton(1937-1996)1978-VuittonopensitsfirststoresinJapan,inTokyoandOsaka.(SalesinJapanwouldcometoaccountfornea
4、rlyhalfofthecompanystotalrevenuebythe1980s.)1984-VuittonexpandsitspresenceinAsiabyopeningitsfirststoreinKorea,inSeoul.1987-MotetChandonandHennessy,leadingmanufacturersofchampagneandofbrandy,respectively,mergeswithLouisVuittontoformtheworldslargestluxurygoodsconglomerate,LVMH.Thegroupispartlyownedbyt
5、heChristianDiorgroup,andBernardArnaultisChairmanandCEOofbothcompanies.1992-ThefirststoreinChinaisopenedatthePalaceHotelinBeijing.6ppt课件HistoryMillenniumAgeofLouisVuitton(1997-present)1997-hiresdesignerMarcJacobstobethelabelsartisticdirector2006-opensitsfirststoreinNorway7ppt课件MissionStatement“LVMHmu
6、stcontinuetobesynonymouswithbotheleganceandcreativity.Ourproducts,andtheculturalvaluestheyembody,blendtraditionandinnovation,andkindledreamandfantasy.”FiveprioritiesreflectthefundamentalvaluessharedbyallGroupstakeholders:-Becreativeandinnovative-Aimforproductexcellence-Bolstertheimageofourbrandswith
7、passionatedetermination-Actasentrepreneurs-Strivetobethebestinallwedo8ppt课件TargetMarketLVusesdemographictargetingstrategytotargettheircustomersBothmenandwomenAge:rangingfromyoungadultstoseniors(2265yrsold)Income:around$5,500orabovepermonth9ppt课件SellingPointFashionableDurablegoodsGoodqualityproductLo
8、ngproductlifeExclusivityPrestigeimageFeelgoodFitintohigh-classsocietyPracticeegoandpower10ppt课件MarketingMix11ppt课件MainProducts:LeatherBagsandWalletsHandbagsLuggageCosmeticBagsOriginalProductLine:MonogramExpandeditsproductlineMonogramDenimMonogramMulticoloreMonogramVernisDamierCanvasProduct12ppt课件Pro
9、ductOffermoretypesofproductincluding:TimepiecesShoesAgendasJewelrySunglassesBelts,scarves&Accessories13ppt课件PricePremiumPricingLuxuryimageSellingPointNeveronsale!Pricerange:Handbags:$550-$3,700Wallets:$200-$70014ppt课件PlaceDirectchannels:Free-StandingStore15ppt课件DepartmentStores:MacysNewYorkBloomingd
10、alesSaksFifthAvenueExclusiveDistributionLimitednumberofstoresandretailersPlace16ppt课件PromotionAdvertisements:MessageConveyluxuriousimageMeansofmediaHigh-endFashionMagazinesEg.Vogue,ElleBillboards17ppt课件Endorsements:JenniferLopez,KateMoss,UmaThurman,andScarlettJohanssonPromotion18ppt课件Summarize19ppt课
11、件SummarizeHavetoadmit,LVssuccessfulanditssuccessfulmarketingisinextricable.TheLouisVuittonbrandandthefamousLVmonogramareamongtheworldsmostvaluablebrands.thesixthconsecutiveyear,LouisVuittonstillatnumberoneoftenmostpowerfulbrandpublishedbytheMillwardBrownOptimors2011BrandZstudywithvalueof$24.3billion.Itwasmorethandoublevaluefromthesecondrank.20ppt课件Bibliographyhttp:/ for watching!22ppt课件