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Group: LV2
Students: HongWei, Jasmine, Quintus, FreD.
CONTENT1. DIAGNOSIS
IMAGE, IDENTITY, VALUE
2. NO LOGORESEARCH, GOOD STRATEGY FOR CHINA?
3. BRAND EXTENSION: PERFUMEPRO, CONTRA, ALTERNATIVES
4. CONCLUSION
1. Diagnosis of LV: a. keywords
Leather
LV logo
Brown&Gol
d
expensive
costly
luxury
High quality
French
new rich
rigorous
bags
1. Diagnosis of LV: b. Brand Image (Michel 97)
central coreperipheral system
travel
adventure
EMBLEMS:• luxury travel trunks
• “Speedy 30 Monogram”
1. Diagnosis of LV: c. Brand Identity
SIGNS::• logo L&V• monogram• damier canvas • Colors: natural leather
with dark brown
PERSONALITY:• Luxury• Travel, enjoying quality
time• hedonism• status• Timeless
IDEOLOGY:• Life is a journey• Pure Timeless Collection • Respect yourself• Class cannot be replicated
1. Diagnosis of LV: c. Brand Identity (Kapferer prism 1)
1. Diagnosis of LV: c. Brand Identity
(Kapferer prism 2)
Personal Value: Louis Vuitton strives for a maximum of perfection and glamour with a lascivious-looking lady in transparent gloves, red lips and extra-shiny hair.
Source: http://www.marketing-trends-congress.com/archives/2010/Materiali/Paper/Fr/Heine_Trommsdorff.pdf
1. Diagnosis of LV: d. Brand Value / identity
Survey: What would motivate you to buy LV?
3 distinct categories:• quality seekers • status seekers• self-indulgers
Source: https://louisvuittonbrand.wordpress.com/customer-segmentation/
1. Diagnosis of LV: d. Brand Value / psychographic segmentation
2. No logo: a. researchCopied too much? Anteriority research China
> applicant: Louis Vuitton Malletier
It is an EVOLUTION to SOPHISTICATIOIN
started in EU, USA, Japan, now Chinatrend with all luxury brands (some exceptions)“most aspired brand”: 18% 1st tier VS 38% 3rd tier
citieszeitgeist for more individuality and exclusivity
many Chinese consumers think, “I can’t buy Vuitton, I’ve seen it too much, it’s a brand for secretaries.”
PR manager China: “we hope that people can pay attention to the history and culture behind the Louis Weedon brand, with more emphasis on the spirit of travel: freedom, independence, pay attention to quality.“
2. No logo: a. research > China quotes
2. No logo: good strategy for China?show off is more important in Chinasophistication in 1st tier citiescannot completely do without damier / pattern
Suggestions:educate consumers about LV’s spirit and cultureput different local focusses“Tuhaos” remain important clients for LV
3. Perfume: history and context1920’s LV made perfumeIt already exists (fake, see
eBay)Planned 2013, delayed China’s tradition
VS booming product
China and fragrances:
• Almost inexistent before 1980• Start selling form 1990
onwards• Per capita spending on
perfume• US = 10 USD• UK = 33 USD• China = 0.5 USD (2011,
mintel)• Still not considered necessary• Also in Japan it’s small
LV’s brand identity and territory can matchMake very exclusiveOnly sell via LV channels (no Sephora etc…)“Eau de Voyage” is different and very LVRisk: “it’s not their “savoir faire”” (>discontinued brand
extension)
3. Perfume: IF start selling
Arguments:little added valuesurely in China it’s limited
Make very exclusiveOnly sell via LV channels (no Sephora etc…)“Eau de Voyage” is different than other “perfumes”
and “very LV”Risk: “it’s not their “savoir faire””
3. Perfume: if NOT start selling
3.Perfume VS other brand extensionsLine extensions: already fully exploited?Brand extensions:
car interiors (Range Rover), home accessories/furniture (related with travel/style)
Vertical brand line extensions: Upwards: VVIP, VIC (see SGP), limited series, …Downwards: young-collection
3.Perfume VS other brand extensions
Leather
LV logo
Brown&Gol
d
expensive
costly
luxury
High quality
French
new rich
rigorous
bags
3. LV brand extension: Range Rover
central coreperipheral system
big
adventure
sport
expensive
English
luxury
High quality
trave
lnew rich
robust
engine
adventure
trave
l
3. LV brand extension: Range Rover VS Chrysler
Relevant and added
value,
but does it FIT?
conclusionAs is always the case when doing business “in China”, it is wrong to
think of ONE single market; we need to consider various areas/markets! Modern cities vs second tier vs countryside
We would suggest focus on different products for different area’s (only in first tier places “less logo” and perfume)
Connect with clients: more exclusive allure, VIP travels, …Experience centers, flagshistores, clubs
Pay enough attention to MEN (products)STRATEGY? LV has not been the most expensive brand (below
Hermes for ex.), so if want to become more exclusive, then do it via “limited series”, special VIP collections, etc…
Want to know more? Contact?If you want to know more about this study or want to
know where we got the information from, please contact:DERBAUDRENGHIEN [email protected]
Linked in:https://cn.linkedin.com/in/frederbau