Marketing Analysis

Running head: MARKETING ANALYSIS
Marketing Analysis
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MARKETING ANALYSIS
Marketing Mix
The marketing mix is considered to be an essential foundation in marketing. They are
stated to be a set of tools which can be used by any organization in order to achieve the
different objectives which are set out by the business at large. The marketing mix is primarily
concerned with the four major aspects related to the decisions regarding Product, Place, Price
and Promotion. The given report will be discussing the 4Ps of Louis Vuitton with special
focus in Australia. Louis Vuitton is a luxurious brand selling uniquely designed products in
selected countries. The brand is largely popular around the world for its quality and
exclusivity.
Product
The product is considered to be the tangible good which is sold by an organization to
a designated target market. The Louis Vuitton is a brand which deals with luxury fashion
items. Originally established in the year 1850, the brand has elevated its name in the industry
by creating a blend of craftsmanship which is handmade as well as mechanized. The focus of
the product has always been on maintaining the quality which can be essentially described as
their Unique Selling Point. In Australia, the company is located in the Sydney George Street
whereby the concept of the store is new as well as dynamic (Anido , Naïade, and Loussaïef
2018). The primary features of the product are that it is customized, the material is made of
100% pure leather and that each bag takes around days to be manufactured which makes
every bag rare in nature. Another remarkable feature of the product is that it is never given on
sale which maintains its value throughout the lifetime. The benefits of the product can be
stated to be the luxurious feel and status it holds and adds to the class of the consumer.

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MARKETING ANALYSIS
The main competitors of the products in Australia are the other global brands like
Hermes, Chanel, Gucci, Givenchy and Vertu. Louis Vuitton is aware of the competition
which prevails in the industry in Australia and with respect to this it has always ensured that
it provides the best products and concentrated on designs which are created intricately and
reflect personalized artisanship which is perceived as exquisite as well as traditional by the
different consumers (Louisvuitton.com 2018). It is difficult to imitate a Louis Vuitton
product because of its unique design and quality. The appeal of the products of Louis Vuitton
to the target market as compared to the different competitors are its unique design,
customized services, unique channel of distribution and the fact that it mains it luxurious
image by never offering the product on sale which reflects that the product is a class apart.
The products are made from 100% leather. The company is primarily famous for its
ready to wear clothing line which is designed with utmost care, its watches and handbags
along with travel luggage. According to Steele (2017), moreover, taking opportunity of the
increased interest of the products in Australia, the buyers can even purchase glittering jewelry
and designer shoes.
Along with this, there are a large range of eyeglasses, scarves, belts, briefcases,
wallets and other accessories available which prove to be a huge attraction for the elite in
Australia (Alexander 2018). With respect to innovation, the company has hired new and
talented designers so as to ensure that there exists a sense of creativity in the designs which
will then go a long way in ensuring success for the company in the long run. In this manner,
apart from the usual pattern, a more colorful pattern has been approached by the company.

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MARKETING ANALYSIS
Figure 1: The new designs of LV Bags
(Source: Louisvuitton.com 2018)
Figure 2: The original LV Bags and their patent designs with patterns