LV

MediaPlan

Purpose

The following is a proposed media plan for Louis Vuitton Luxury Handbags per calendar year: 2012

History &

The Louis Vuitton brand and the famous LV monogram are among the world's most valuable brands.

According to a Millward Brown 2010 study, Louis Vuitton is the world's 29th most valuable brand, right after Wells Fargo and before Gillette.

The brand itself is estimated to be worth USD 19.781 billion.

Vuitton.Louis Vuitton Malletier – commonly referred to as Louis Vuitton, or shortened to LV – is a French fashion house founded in 1854 by Louis Vuitton.

Since the 19th century, the manufacturing of Louis Vuitton goods have not changed: Luggage and Handbags are still made by hand.

Wikipedia.com

Culture

Marketing

Increase salesGain more brand loyalty, take sales from competition and create awareness

Obtain greater brand loyalty Through advertisement, Louis Vuitton will create more brand loyalty from its

already valued customers, while obtaining loyalty from new customers.

Reduce competition with other luxury handbag manufacturersCompetition includes Fendi, Gucci, Prada, Christian Dior, Chanel and other luxury

handbag manufactures.

Objectives

Louis Vuitton Total Revenue 2010 (in Billion Euros):

20.32

Gucci Total Revenue 2010 (in billion Euros):

14.61

FendiTotal Revenue 2010 (in million Euros):

227.3

PradaTotal Revenue 2010 (in billion Euros):

2.15

Wikipedia.com

Competitor Revenue

Target AudienceAge: 25-34

Gender: Female

HHI: $150,000+

Education: College+

Occupation: Professional Occupation

Census Region: North East

Marital Status: Engaged

Presence of Children: <12 months (most likely 0 children)

Race: Caucasian or African American MRI+.com

national

Media ObjectivesWhat mediums are being used?:

What are the desired outcomes of advertising in these mediums?:Reach 68% of base by advertising in magazines, television, internet, and outdoors.

These are the most effective mediums for my target audience.Increase market share by 15%

This will be done by gaining the sales from competition

Magazines.Television. OUT OF HOME. INTERNET.

national

GeographyThe Louis Vuitton Luxury Handbag media plan will take

placeNationally

Louis Vuitton handbags are a luxury and high fashion goods that are well known throughout the United States, especially in major cities. Therefor the

advertisements will targets the United States major cities pictured below:

Television advertising can be expensive, and many luxury goods companies, particularly European family-owned concerns, have operated on relatively small advertising budgets. (The holding company LVMH, based in Paris, is not family owned.) Also, image-conscious fashion brands have been wary about undermining their aura of exclusivity with appeals to mass-market television audiences.

Television

Louis Vuitton recently entered a television campaign that aired the first commercial campaign by a “luxury house”. The campaign started February 15, 2008.

LV Television Background:

http://www.nytimes.com

TelevisionStrengths of Television Advertisements:

Television permits you to reach large numbers of people on a national or regional level in a short period of time Independent stations and cable offer new opportunities to pinpoint local audiences Television being an image-building and visual medium, it offers the ability to convey your message with sight, sound and motion

Powerhomebiz.com

TelevisionPOSITIONING STATEMENT: 

E! is the ultimate destination for entertainment fans who crave the latest celebrities, entertainment & pop culture.PROGRAMMING:

Entertainment, style, fashion, design, people and events

Late Fringe: (CPP $20,000)8 Points per week

10 WeeksTotal Points= 80

Total Cost=

$1,600,000

Promotional Tie-ins: 2011:Advertise on Cable Spot

Chelsea Lately Sweepstakes

E! 2010 Red Carpet Academy Awards Incentive

E! Play A Part: Drive Save Pro-Social Campaign

See the Soup Sweepstakes

Taggable Tune-In Spot

Target:Females who enjoy

being up to date with movie and television

stars latest trends and fashion.These women watch late TV because of family and career

TelevisionPositioning Statement:

Style is the home of makeovers, from fashion, to beauty to home to community.

The "Before" is great, but imagine the "After." Programming:

Design, fashion and the art of personal expression

Promotional Tie-ins: 2011:Dress For Success Pro-Social CampaignSkin Cancer Prevention Evergreen PromotionStyle Tips Evergreen PromotionTaggable Tune-In Spots

Prime Time: (CPP $25,300)10 Points Per Week13 Weeks Total Points= 130Total Cost= $3,289,000

Target:Style and appearance conscious women who enjoy being up to date with the latest style by watching shows about fashion such as “Project Runway” for example.

MagazineStrengths of Magazine Advertisements:

Highly targeted – Magazines are successful at reaching certain selected audiences such as women, parents, auto-enthusiasts, sports fans,

etc. Also, many national magazines are capable of targeting to specific regions. So, for example, if your client only has locations in the southeast, you can still look at purchasing in a publication such as Sports Illustrated by buying only the southeast region.Better quality paper

permits better color reproduction and full-color adsAllows for heavy copy messages –

If you have a complicated message or want to call out specific features of your product in more detail, magazines allow for the space to do this. These are best for branding.

Long shelf life – Most magazines will stay around a home for at least a week and some for more

than a month. Many are also passed on to someone else. This allows for repeat exposure to the primary reader, as well as exposure to the pass-along reader.

Tangible –The reader can touch it and feel it and can spend as much time with it as they

want, unlike television where the messages are only 60 seconds in length.

Evokad.com

MagazineFull page 4-Color 2nd Cover: $198,283Bleed: No chargeTotal cost full page 4-color 2nd cover bleed: $198,283

Editorial Calendar:October “The Seasons Statement Pieces”

CPM: $165.24

Subscriptions: 887,721Single News Stand: 360,400

Number of Insertions: 12All year

Total Cost: $2,379,396

MagazineFull Page 4-Color: $244,100Bleed costs 15%: $36,615Total cost full page 4-color bleed: $280,715

Editorial Calendar:March “Spring Fashion”

CPM: $93.57

Subscriptions: 1,432,906Single News Stand: 1,599,305

Number of insertions: 9 January May OctoberMarch July NovemberApril August December

Total Cost: $2,526,435

InternetStrengths of Internet Advertising:

Wider Coverage- Helps make your advertisements reach more audiences, which may ultimately help in getting better results.

Targeted Audiences- Helps reach targeted audience. Help make campaign more profitable and obtain more relevant leads.

Affordable- Online advertising is extremely affordable compared to traditional advertising costs.

Easy to track and measure conversion- Measurability and easiness to track the conversion makes online advertising miles ahead of the traditional advertising methods.

Internet

Full YearImpressions (exposures): 12,000,000

12,000,000 x $10.00 / 1,000 = $120,000

Total Cost: $120,000

.COM

Out-Of-HomeBenefits out Outdoor Advertising:

24 Hours A Day – This means 24 hour exposure to the public eye. Always in sight for the public whether it's night or day, rain or shine.

Investment – Outdoor advertisements are one of the most cost efficient ways to reach potential customers and clients. It costs 80% less overall than television, 60% less than print, and 50% less than radio.

Attention Span – The majority of humans will quite naturally focus on an outdoor advertisement in comparison to the same ad in newspapers, on TV or on the radio. If people are stuck in traffic or waiting at the bus stop, most individuals are looking at something to pass time.

Flexibility – Outdoor advertising can be located in any areas where it will most likely be effective. Example: Louis Vuitton is a high end and luxury brand, so it would be placed in higher income neighborhoods throughout major cities.

http://advertisingdude.hubpages.com

Out-Of-HomeBus Shelters

Showing Size- #50

# of Units- 70 Chicago – 20 New York – 20 Los Angeles – 10 Miami – 10 Denver – 10

Total Cost: $45,500

Media Plan Total Cost:

$9,960,331

Totals

Magazine: $4,905,831

Television Cable Network: $4,889,000Internet: $120,000Out-Of-Home: $45,500

Leftover Funding willbe used for additional promotional Ideas which include but are not limited to the following:

Sidewalk ArtPromotion

Sidewalk Art

RunwayPromotion

Temporary Sculptures

A Wrapped Train

Street Art

Flow Chart

2012

Louis Vuitton