Individual Assignment MKT101
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Added on 2020-11-13
Individual Assignment MKT101
Added on 2020-11-13
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INDIVIDUAL ASSIGNMENTMKT101 – IB1504LECTURER: PHẠM THỊ THUỶ TRIỀUFULL NAME: ĐỖ THỊ MAI HƯƠNGSTUDENT ID: HS150179
CHRISTIAN LOUBOUTININDIVIDUAL ASSIGNMENTOVERVIEWChristian Louboutin is a famous luxury shoes brandwhich established in France and the man behind it isChristian Louboutin - who is one of the world’s mostwell-known shoe designers; the red soles of hisdesigns have become synonymous with luxury andcelebrity. Louboutin currently sells more than amillion pairs of shoes a year. The company sells inabout 150 department stores and self-branded storesin more than 35 countries.The brand"Red Ferrari, orange Hermes bag, andChristian Louboutin shoes must have redsoles - dark red but still very bright!"The Christian Louboutin brand revolutionizes highheels for the fashion industry present.From lavishcatwalks to street sidewalks, Christian Louboutin'spowerful red soles have become the global definitionof luxury in every step for more than two decades.Christian Louboutin is a fashion brand specializing inhigh-end shoes and accessories by designer ChristianLouboutin founded in 1991 in Paris, France. Born in1991, later than other high-end fashion brands, itsluxury design still has its own place in the marketthanks to top quality. The red mark of ChristianLouboutin in the history of fashion is an affirmation ofthe status of a master of craftsmanship and a symbolof luxury on the red carpet.History & ActivitiesThe Christian Louboutin brand revolutionized thegirls in the 20th century. On one occasion, ChristianLouboutin wanted to renew his Pensée and saw thesecretary next to her, painting her nails red. Chrisused that paint color to paint on the sole of the shoemakes a difference and is extremely charming. Sincethen, the red sole shoe brand was born.In 1991, Christian Louboutin store was bornwith its first customer, Princess Caroline of thePrincipality of Monaco and became a namethat attracted the attention of Parisian fashionand the world.In 2003, the brand expanded into the handbag and wallet industry.Christian Louboutin brand was ranked at the top of the most luxurious brands forthree consecutive years 2007, 2008 and 2009.In 2011, Christian Louboutin brand launched the first men's footwear collection andbecame the most searched shoe brand on the internet.CHRISTIAN LOUBOUTIN“The shiny red color of the soleshas no function other than toidentify to the public that theyare mine. I selected the colorbecause it is engaging,flirtatious, memorable, and thecolor of passion.”“You need to believe in yourself andwhat you do. Be tenacious and genuine.”-Christian Louboutin
In 2012, Christian Louboutin cooperated with Batallure Beauty LLC to launch theChristian Louboutin Beauté line and began to attack the cosmetics market.From 2014 to 2016, Louboutin continuously launched new product lines such as nailpolish, lipstick, perfume, ... and received great attention from customers.The achievements- In 1991, Princess Caroline of Monaco finished praising the store of Christian Louboutin inan interview, and since then Louboutin's name has emerged like alcohol.- In his first year of business, Louboutin sold 200 pairs of shoes.- Today, he sells 700,000 a year and expects revenue to grow at an annual rate of 40%.- In terms of market share, the U.S. accounts for 52 percent of Louboutin’s sales; Europe, theMiddle East and Russia, 30%; and Asia & Japan, 18%. 95% of the firm’s $300 million inannual revenue comes from shoes, with the remainder derived from purses and handbags.- Wholesale purchases represent 88% of the business, but that figure is expected to changeas more boutiques – both company owned and through partnerships – are opened.Marketing topic One of the interesting ways to create an interesting product is to zig where everybody zags.Christian Louboutin did this when he introduced his red-bottomed heels. Most people neverbothered to care about the underside of a pair of heels – they’re the part that gets dirty. Butattention to detail is what makes Louboutins so noteworthy and remarkable.MARKETING CONCEPTStart with a slam dunkMarketing creates engagement, which usually starts with a big slam dunk. So, to promote aproduct to the developer, a hit is what they need to attract customers and Louboutin did it.BrandingBranding with marketing concepts through images, emoticons, sounds or colors andconveying promises to customers. Create a unique attraction for the product, place it in thehearts of customers.LocatePositioning is a marketing concept that helps position a product in the market. Positioninghelps businesses identify their selling channels, competitors and other essentials to betterserve customers.Marketing-mixThe marketing mix refers to the set of actions, or tactics, that a company uses to promote itsbrand or product in the market. The 4Ps make up a typical marketing mix - Price, Product,Promotion and Place.SUCCESSFACTORStart with a slam dunkIn 1991, Princess Caroline of Monaco finished praising the store of Christian Louboutin in aninterview, and since then Louboutin's name has emerged like alcohol.
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