Louis Vuitton’s Marketing Mix

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A report by……………………………………….. Louis Vuitton’s Marketing Mix. 17th, February, 2013. Louis Vuitton’s Marketing Mix This report analyses the marketing mix used by Louis Vuitton a company whose sales increased by 17% in 2012.The report focused on the four Ps of marketing mix namely; product, price, place and promotion, with a single aim of finding out how the company’s marketing mix has succeeded, and offer some recommendations on areas that need improvement. Product Louis Vuitton specializes in production and sale of leather goods, trunks, watches, shoes, sunglasses, jewellery and books. Absolute quality of its products is the main emphasis of the company and it has invested a lot of resources to make sure that it produces products that are as close as possible to the imaginations of the consumers. The company’s brand is unique as it concentrates on traditional artisanship and designs, instead of using machines to increase production. The company’s products are totally original and they are manufactured in a way that cannot be imitated easily (Gordon, 2012). On top of this the company puts a lot of efforts in protection of its brand given the rising challenges of counterfeit goods. It does this by organising workshops and forums that seek to educate people on issues of intellectual property rights. The company is also very serious with registration of its trademarks and designs. It registers it trademarks through Union des Fabricants, a French public company whose work is protection of trademarks. Place Louis Vuitton’s items can only be accessed in its stores. The company’s distribution is very exclusive and its products are sold through limited distribution channels. The company prefers using its own stores to distribute its products hence reducing intermediary costs associated with long distribution channels. The strategy also helps in ensuring that the

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