MKT220 Report: Understanding Consumer Behaviour of Louis Vuitton

This report provides an in-depth analysis of Louis Vuitton's consumer behavior, examining the company's history, current issues, and marketing strategies. The report identifies the importance of understanding consumer behavior for organizations, particularly in defining target segments. It outlines the primary and secondary objectives of a marketing campaign, focusing on market expansion and ethical production. The targeted consumer segments are defined, including demographics, purchasing habits, and preferences. The report details the marketing activities, primarily digital marketing strategies such as social media and content marketing, and outlines methods for evaluating campaign success, such as increased website visits, consumer surveys, and sales data. The conclusion emphasizes the potential for Louis Vuitton to overcome its challenges by leveraging consumer behavior insights and implementing the recommended marketing activities. The report references various academic sources to support its findings.

Understanding
Consumer
Behaviour: Louis
Vuitton
Name of the student:
Name of the University:
Author’s Note:

Louis Vuitton: company
overview
• Operating since 1854.
• Concentrates on art and
design.
• Innovative designs and
future oriented (Louis
Vuitton, 2019).
• An amalgamation of the
traditional and the current
technology.

The Global Sales and Revenue of Louis Vuitton
from 2008 to 2015
Source: Statista (2020)

Consumer behaviour:
Importance in organizations
• Companies use the
consumer behaviour
pattern to decide their
targeted consumer
segment (Solomon,
Russell-Bennet & Previte,
2019).
• Organizations can create
niche market and exact
the best value for money

Issues of Louis Vuitton
• The greatest issue that
Louis Vuitton faces is the
lack of expansion.
• Brand imitations all over
the world.
• There is also an
increased concern
regarding the ethical
business compliances
(Biswas & Roy, 2016).

Primary Objective of
Campaign
• The objective of the
campaign is to target a
new market, essentially
in Japan.
• Expanding to markets
like India, Lebanon,
Mongolia where there is
much potential.
• China too, shows much
potential.

Secondary objective of
Campaign
• The campaign will focus
on green products and
ethical production.
• The objective is to create
a better and positive
brand image through
transparency and ethical
business (Paco, Shiel &
Alves, 2019).

Targeted consumer segments
Primary consumer
segment
• Consumer aged more than
35 of both genders
belonging to high income
group.
• Highly educated and living
in the cities.
• They buy 2 to three times
a year and prefer quality
and durability (Atwal &
Secondary consumer
segment
• The younger middle
income generation.
• Aspire to own luxury
brands and shops
annually.
• Lives in the cities and are
active in social media.
• They want inclusion and
value for money.

Marketing activities
• The marketing
activities are based on
digital marketing
strategy.
• The first tool is social
media marketing
(Godey et al., 2016).
• The second activity is
content and email
marketing.

Evaluation of the campaign
success
• Increased awareness
identified through site
and social media page
visits.
• Changes in consumer
behaviour assessed
through survey.
• Increased adoption
assessed through 5%
increase in sales.

Conclusion
In conclusion it can be
said that by using the
consumer behaviour
insight and the
recommended marketing
activities, the company,
Louis Vuitton would be
able to successfully
overcome the issues that
they face.

References
Atwal, G., & Williams, A. (2017). Luxury brand marketing–the experience is everything!. In Advances
in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Biswas, A., & Roy, M. (2016). A study of consumers’ willingness to pay for green products. Journal of
Advanced Management Science Vol, 4(3), 211-215.
do Paco, A., Shiel, C., & Alves, H. (2019). A new model for testing green consumer behaviour. Journal
of cleaner production, 207, 998-1006.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social
media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal
of business research, 69(12), 5833-5841.
Louis Vuitton. (2019) About Us , Retrieved on 17th Dec 2019 from :
https://au.louisvuitton.com/eng-au/homepage
Solomon, M. R., Russell-Bennet, R. & Previte, J. (2019). Consumer Behaviour: Buying, Having, Being.
Pearson Australia. 4th Edition.
Statista. (2020). LVMH Group's global fashion and leather goods revenue 2008-2018 | Statista.
Retrieved 9 February 2020, from
https://www.statista.com/statistics/306624/global-revenue-of-lvmh-group-s-fashion-and-leather-good
s-segment/
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current
Opinion in Psychology, 10, 17-21.