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By Nicolas Boldt, Luka Todorovic,

Jasmine

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LVMH Group

Portfolio of over 6- prestigious brands

Group is engaged in the following areas:

Wines & Spirits

Fashion and leather goods Perfumes &Costmetics

Watches & Jewellery

Selective retailing

Almost 100 000 employees

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Louis Vuitton Mission Statement

"The mission of the LVMH group is to

represent the most refined qualities of

Western 'Art de Vivre' around the world.

LVMH must continue to be synonymous withboth elegance and creativity. Our products,

and the cultural values they embody, blend

tradition and innovation, and kindle dreamand fantasy."

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History

Louis Vuitton was founded in 1854 by thedesigner Louis Vuitton

French fashion house

Headquarters: Paris, France

Revenue: 2.9 billion Euros

For six consecutive years LV was named the

worlds most valuable luxury brand Valuation of 25.9 billion USD in 2012 (MillwardBrown BrandZ study)

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Louis V Products

Handbags, wallets, clothing, sunglasses etc

Fashionable

Good quality

Long product life

Exclusive

Luxurious

Image to fit into the high class society

Increases self esteem Does not only sell the product itself, but an associated

lifestyle

Products never go on sale

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LV Customer Profile

Customers who wish to dress in a fashionablemanner and who value quality and after salesservice

Less price sensitive

Upper class

LV products are often seen being used by the richand famous

Men and women

Ages between 22 and 65

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Price

Premium price due to its image

Handbag $400 -$5000 on average.

Wallets $250 - $800 Most expensive handbag = $150, 000

Products are never on sale

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Place

Boutiques

High end department stores

E commerce

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Promotion

Uses celebrities and supermodels in their advertising campaignse.g. Madonna and Jennifer Lopez

Rappers such as Kanye West and Wiz Khalifa mention the companyin their songs

The main forms of promotions are print ads in fashion magazines

(Vogue, Elle, etc) and billboards in cosmopolitan cities Endorsements - Madonna, Jennifer Lopez, Uma Thurman, Scarlett

Johansson, Steffi Graf, Giselle Bndchen, Sean Connery, AngelinaJolie etc

Sponsorships = Lois Vuitton cup (Yachting competition), `Young

Artist Award Emphasis on personal selling to reinforce their luxury brand image

The objective of advertisements is to convey the luxurious image ofthe company

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Louis Vuitton Advertising

Campaign

http://www.youtube.com/watch?v=0-

JgJGU5wXo

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Billboards

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Former USSR leader Mikhail

Gorbachev (2007)

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Competitors

D&G

Gucci

Hermes Chanel

Prada

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Personal Selling

On a yearly basis catalogues are released

which customers can receive

Trained salespeople give all kinds of

information to customers about individual

products

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Where Will Life Take You Advertising

Campaign

Aimed at promoting the brand itself instead of anindividual product

Reach new audiences which are not reached by other

form of media according to Pietro Beccari, head ofMarketing Campaign directed by Bruno Aveillan

Received numerous awards such as the Gold ClioAward in 2008 for Best Cinematography and a Gold

London International Award Translated into 13 languages

Broadcasted on cable and TV channels, as well asmovie theatres all round the world

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