GROUP 10 - Kaustubh Kirti (139278054)Anubhav Sood (139278056)Rohan Shukla (139278059)

Louis Vuitton in India

Louis Vuitton has been present in Indian market for a decade now. Though India is a low income economy however the scenario is changing. As per the case, number of families with annual income above INR 100 million would swell up. Also, the number of dollar millionaires or the High net worth individuals is increasing exponentially. Burgeoning “Cucooners” or potential loyal customers offer promising prospects for LV. The situation is conducive but the luxury brands still find it hard to penetrate to masses.

The strategies need to be formulated for this purpose. Major constraint is to maintain exclusivity of brand and avoid mass marketing. The strategy is to do targeted marketing. We need to address elite buyers. Existing channel of distribution can increase the penetration and market share by adopting following new strategies:

Celebrate legacy days of the brand and involve loyal customers Association with high society events like Derby, Golf, Polo Prepare a LV corporate film regarding more than 100 years of LV association with India Associate with photo shoots and celebrities to establish brand’s image.

Apart from these strategies we need to expand into newer distribution channels to increase the customer base. The prime motive is to increase penetration and cater to a wider audience.

1.) Exclusive Showrooms – Setting up exclusive showrooms would ensure exclusivity of the brand and maintain the elite nature associated with the brand. In order to reach potential customers we suggest following promotion medias Advertising in High End magazine like Vogue Associating with fashion shows in metros to increase brand visibility Sponsorship of Beauty pageants would help draw individuals towards the brand

2.) In Flight Selling/ Airports - The most recent development is selling products in flights. Brand’s image value can be enhanced by restricting the sales only in business class compartments. Following Promotion media would be helpful Associate public with quality travel leather product’s brand image Showing short advertising films in cabin video screens using celebrities

3.) Online Selling: Setting up an online selling portal to cater to Tier1 and Tier2 city buyers. These people generally won’t have access to exclusive showrooms located in metro cities. The exclusive promotion can only be done by own website only. Advertising to masses on generic websites would steal the brand of its image value. Thus following messages need to be conveyed in online advertising Propound upon Pedigree – Customers are subconsciously influenced by the brand’s rich

lineage, heritage and the years of mastery. So brand should talk about its years of history.

Apart from the metros regionally there are a lot of opinion leaders in India. Focus can be placed on them to carry forward the work of LV

GROUP 10 - Kaustubh Kirti (139278054)Anubhav Sood (139278056)Rohan Shukla (139278059)