Marketing & Branding: Louis Vuitton Digital Campaign & Analysis

This report presents a digital promotional campaign developed for Louis Vuitton, a high-end luxury fashion house. The campaign outlines the brand's vision, methods for measuring success, target audience, and strategies for emotionally connecting with consumers through brand storytelling. It covers market segmentation, targeting strategies, and the marketing mix, emphasizing product quality, premium pricing, selective distribution, and targeted promotions. The report concludes that marketing campaigns are essential for understanding market trends and ensuring business activities align with target audiences. Gibbs reflective model is used to reflect on the experience of preparing the report. References to relevant research articles are included, and students can find similar assignments and past papers on Desklib.

MARKETING COMUNICATION
AND BRANDING

 Marketing campaign is the media and messages that marketers can use for
communicating with target market.
 This acquires with new customer for brands by building awareness and
encouraging trial. While it also maintains the brand current customer base
by having reinforcing their purchase behaviour by providing the additional
information about the brand benefits.
 This report will explain about digital promotional campaign for that brand
in organization. Along with this report will also examine Gibbs reflective
that keep the experience for preparing the report.
INTRODUCTION

 Step 1
 Louis Vuitton is also known as French high end luxury fashion house and
company was founded by Louis Vuitton.
 This appears the label LV on most of their products, which are ranging from
luxury bags and leather goods, watches, jewellery, books, sunglasses and so
on.
 This is also one of the worlds leading international fashion house and sells its
high range of products through standalone, departmental stores and through
using e-commerce section of its own websites.
 In some past years, Louis Vuitton named with world’s most luxury brand and
has the high valuation for selling their products and services. The company
operates in many countries within having more stores worldwide.
 Louis Vuitton introduced with numerous innovation including the advent of
light weight canvas, signature patterns, tumbler lock etc.
Develop Promotional Campaign

 Step 2
 To increase the digital marketing business by end year of 2022.

 Step 3
 Market segmentation and targeting is the process of dividing consumer into various
sector and based on distinguishing characteristics.
 It also helps for identifying the customer who are most likely for buying the
products and services. This allows them to better reach towards the non-buying
consumer and customer through having other marketing and advertising efforts.
 Louis Vuitton have segments with all ages, behaviour related (online business),
geographic segments (according to seasons), lifestyles segments.
 A business target market is the group of people that keep targets with advertising.
These people are consumer who is being most likely for using the company
products and services.

 Organization has targeted the women with having all type of age groups
and keeps their direction with promotional activities through using online
websites.
 Business usually has some ideas for age group and gender as they want to
attract their customer for developing some effective products and services.
 Lifestyles preferences are being often pertain to people tastes, hobbies and
so on. In fashion industry customer select their products according to
changing trend and fashion and also have their focus on branding of
clothes.
 Louis Vuitton may easily identify the target market through having various
consumer purchasing cycles and ensure them with having true brand
images.
Contd…

 Steps 4
 Products- Louis Vuitton has chosen the handmade and not machine made
products. They also have the high range of products such as briefcase,
bells, eyewear etc. All these products are being covered in marketing mix
and ensure them with managing the brand thrive its business globally for
having effective customer.
 Price- The organization has the special attention towards the quality of
material, design and making products. The cost of products is eventually
high and target customer of the brand is upper middle class customer. This
also uses the premium pricing policy for selling their products. The brand
and products itself state about style and customer are easily pay their
prices for products.
Marketing mix

 Place- Their products are not sold at every departmental store but
company also believes about their own stores. They also treat the customer
with having high provide personalised attention and have the limited stores
for selling their products. While having such things they are being limited
for Louis Vuitton stores for reducing cost because distribution channel is
shorter.
 Promotion- Louis Vuitton employs are being famous actors, models in
their marketing campaigns. It reaches through using target audience
directly rather than using some multiple channels and seen by certain class
of people. Louis Vuitton makes the use of primary sources for promotion
as print media and through using magazines those elite the class reads.
Contd…

 Marketing campaign is planned with sequence of activities and has the
process through which promotion an individual resources, services or
products.
 This can also make the use of different channels and coordinated to deliver
the effective results and become the successful marketing campaigns.
 A fashion campaign is effective marketing tools for communicating with
some new event, services, and products through which impeccable
storytelling.
 This might be also important for knowing about fashion for becoming the
imagery of desirable or relatable with having huge amount of products.
 Louis Vuitton is the most successful fashion brand for styles and that
remains consistent. The brands that look up for remaining the consistent
over the entire lifetime and ensure for all come in mind when customer
think about brand.
Marketing campaign for organization

 Moreover, the company also need done with having phenomenal job at
keeping their brand styles and make sure for having marketing even after
year.
 It is also important to treat the website with having some care and websites
are so critical because this keep site serves as brand virtual storefront.
 A promotional marketing campaign is project that created for helping the
environment or people in having same way and this will being the brand
image and aligning with perfectly brands vision and mission. This is also
important campaign for offending connection to the company CSR
strategy.
Contd…

 From the above report it had been concluded that, marketing campaigns
seems to be important for organization through which they can easily come
to know about what market trends and changes have been made. Through
having such things marketing mix must be covered by organization so that
could keep them with some information about target audience and
segments through which business activities can be done in right direction.
CONCLUSION

 Heydari, J. and Mosanna, Z., 2018. Coordination of a sustainable supply chain
contributing in a cause-related marketing campaign. Journal of Cleaner
Production. 200. pp.524-532.
 Kumar, V., 2018. Transformative marketing: The next 20 years. Journal of
Marketing. 82(4). pp.1-12.
 Liu, Y., 2019. Using reflections and questioning to engage and challenge online
graduate learners in education. Research and Practice in Technology Enhanced
Learning. 14(1). pp.1-10.
 Lo, Y.C. and Fang, C.Y., 2018. Facebook marketing campaign benchmarking for a
franchised hotel. International Journal of Contemporary Hospitality Management.
 Martínez-López, F.J. and et.al, 2020. Industrial marketing management: Bibliometric
overview since its foundation. Industrial Marketing Management. 84. pp.19-38.
 Salazar, G., Mills, M. and Veríssimo, D., 2019. Qualitative impact evaluation of a
social marketing campaign for conservation. Conservation Biology. 33(3). pp.634-644.
REFERENCES