A world of Elegance, Inspiration and Innovation

What is Louis Vuitton?

Industry Luxury GoodsFounded 1854Country FranceCEO and Chairman Michael BurkeParent LVMHSales $10 BHeadquarters Paris

Michael BurkeMichael Burke

The Ultimate Luxury Product

Products

Be creative and innovateAim for product excellence Bolster the image of our brands with

passionate determinationAct as entrepreneurs Strive to be the best in all we do”

MISSION OF LV

Brand Positioning

Competitive Frame of Reference

Identifying Competitors Analysing Competitors

Points of Difference Desirable Deliverable Differentiating

Points of Parity

Category Competitive

Points of parity Versus points Of Difference

BRAND MANTRA- Articulation of the heart and the soul of the Brand

Criteria for Brand Mantra

Communicate Simplify Inspire

Brand Mantra for Louis Vuitton

Prestige(high price, higher status, better self recognition)

Travelling(easy to carry, catchy designs, convenient)

Excellent craftsmanship(high quality, excellent raw materials, leather goods that is hand made)

Advertising and Promotions of LV

Celebrities and Football players endorsing Louis

Vuitton

EVENTSLouis Vuitton Cup

- Yachting Competition

Louis Vuitton presented their 2017 Cruise collection in Rio de Janeiro,

Brazil at the beautiful Niteroi Contemporary Art Museum.

How does and exclusive brand such as Louis Vuitton grow and stay fresh while retaining its cachet?

Louis Vuitton's products are made with state-of-art materials , and its designers use a combination of art precision, and craftsmanship to produce only the finest products.

To promote their products LV uses high profile models , Celebrities, Designers.

Partnership with international artists, museums and cultural organizations.

Spends a lot of time handcrafting its products.

It has also launched its first television commercial and started selling online.

Is counterfeiting of Louis Vuitton always negative?

Counterfeiting is a serious challenge for LV because it dilutes serious brand image.

if a buyer knows that it is a counterfeit product, it may not serve what it intended for, still he purchases on his own risk because it is cheaper than original product. In this case he is actually promoting original brand using fake logo.

When counterfeits enter the market, authentic brands have the incentive to upgrade their quality and innovate.

Brand awareness starts to increase.

They will at times be helping in building the word of mouth and advertising for the brand.

SummaryThus for an effective positioning a company must consider the following: Competitive frame of Reference POD’s and POP’s Brand Mantras Effective promotional and differentiating strategies

Disclaimer

Slide-3: http://www.forbes.com/companies/louis-Vuitton/Slide-5: http://jodiechan.weebly.com/organizational-objectives.htmlSlide-16: http://www.highsnobiety.com/2016/05/29/louis-vuitton-cruise-2017-brazil/

Thank you

Presentation prepared by Aravindh Sekar under the guidance of Prof.Sameer Mathur during the summer

internship from 16th May 2016 to 12th June 2016