ALR 703 First Assessment Report: Louis Vuitton's Digital Marketing

This report provides a comprehensive analysis of Louis Vuitton's digital marketing strategies. It begins with an executive summary and an overview of the brand, including its history and product offerings. The report identifies Louis Vuitton's target market, detailing their demographics, psychographics, and digital media profile. It then conducts an audit of the digital media channels used by the brand, such as social media, email marketing, and content marketing. The evaluation of digital media content explores the effectiveness of various content types. A SWOT analysis is performed to assess the brand's strengths, weaknesses, opportunities, and threats in the digital marketing landscape. Finally, the report offers recommendations for improving Louis Vuitton's digital marketing efforts and concludes with a summary of the key findings. The report examines the brand's use of digital media channels to reach its target audience and generate profit in a competitive market, highlighting the importance of strategies like social media marketing, email marketing, content marketing and SEO.

Running Head: Marketing
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LOUIS VUITTON
ALR 703
FIRST ASSESSMENT REPORT
4/5/2020

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Executive summary
The report is made in regards with the brand Louis Vuitton Malletier which is one of the famous
brands in the fashion industry. In this report the different channel of the digital marketing has
used so that company can generate profit in a competitive market. Wealthy and the middle
segment people are the targeted market of the company. With the help of the digital market
channels such as social media sites, email marketing, content marketing the company has aware
the brand among the people. This digital marketing helps in building the brand to the company
by connecting to the large number of audiences

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Contents
Brand overview................................................................................................................................3
Target market...................................................................................................................................3
Audit of digital media channels.......................................................................................................4
Evaluation of digital media contents...............................................................................................5
SWOT analysis................................................................................................................................6
Recommendations............................................................................................................................7
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

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Brand overview
Louis Vuitton Malletier is one of the biggest fashion brand and the luxury retailer company. The
company was founded in the 1854 and has the headquartered in the Paris, France. The company
is one of the famous brands in the fashion industry and thee sell only the luxury products. The
founder of the company is the Louis Vuitton. This brand deals in the several, products such as
watches, shoes, luxury trunks, sunglasses, accessories, jeweler, etc. The company more than 460
stores world widely and it operates in more than 50 countries (Bilgihan, 2016). Louis Vuitton is
the world’s best brand in term of the luxury and also most valuable by the people. This brand is
majorly famous for the suitcase makers and focused on the higher market and also gives the best
designs. The company has the high manufacturing cost so their products are expansive.
Target market
The major target market of the brand Louis Vuitton is wealthy and the middle segment people as
they company offers the higher cost products so it can be afforded by wealthiest and middle class
of the people who have the good income. The company offers the products which are fashionable
so their major target customers are the women of the age from 35 to 54 years old. The young
females adults are also targeted who are the age group of the between 18 to 34 years old as those
woman’s are brand aspirants and have the disposable income (Karjaluoto, et al., 2015).
Although the company targeted market is the men and women but their major focus is on the
women’s as they are fashionable and prefers fashionable high quality of the clothes. The person
who is brand conscious and uses the psychographic segmentation of the healthy lifestyle is
generally targeted for this brand. The company offers the high value product and their special
attention on the quality of the materials so those people are targeted which prefers quality over
the prices (Godey, et al., 2016). The design of the Louis Vuitton brands are also very innovative
and attractive so the company targets the people who loves to wear the innovative and stylish
designer dresses.
The psychographics attributes of the Louis Vuitton brand is that they offer the high lifestyles and
gives the value to the people who are brand conscious. The customers who have attitudes and

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interest in new stylish quality fashion brand are only one who is targeted by the Louis Vuitton.
The digital media profile of the company is that they used the social media and the email
marketing (Sudhakar, et al., 2017).
Audit of digital media channels
For promoting the brand Louis Vuitton different digital media channels are used by the company
to attract the targeted customers. The famous digital marketing channels for the company are
organic, email, social media sites, content marketing, etc. For every digital media channel the
company does the audit to evaluate which digital media channel is more profitable in attracting
the higher customers (Kannan, 2017). Digital media channels are the digital media paths through
the communication is done with the customers and the products of the company is introduced to
them so that they can be aware about the products.
There are several other digital marketing channels like websites, search engine marketing, online
display advertising, etc. Nowadays the trending digital marketing channels used by the company
Louis Vuitton are mobile marketing and email marketing which are effective as they are the
lower cost (de Ruyter, et al., 2018).
The auditing of the digital media channels are done so that what working in the company Louis
Vuitton is processing can be reviewed. The things which are falling through the digital channels
are also review through the audit and then it is improved across the social media channels. The
brand Louis Vuitton does the social media auditing monthly or quarterly So that they can
evaluated what is c0veered bef0oore by the company and after adopting the social media
techniques what are the competitors and how they are impacting the company (Sudhakar, et al.,
2017).
The gaps in the content strategy of the company Louis Vuitton is evaluated through the channel
audit and helps in evaluating more opportunities for the company so that programs and products
for the company can be accessed in better way. The company uses all the social media accounts
for prompting the brand like Facebook, Instagram, Twitter, etc. so they analyses and collect the
data from the social media accounts and evaluate the audience results for their brand. With the

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help of this audit only the company can evaluate how much return they are generating from the
social media sites and can ensure their brand investment.
Strategies developed in promoting the brand are attracting through the targeted customers. In
social media there are various segments people are there so the company Louis Vuitton has
created their own page and attract the customers by uploading the new pictures of products and
by showing them the videos which are evaluable.
Evaluation of digital media contents
Different types of digital media contents used in promoting the brand are stated below:
Social media marketing: The Company does the promotion of the product through the social
media marketing and it is considered as the best digital channel such as Facebook, instagram,
Pinterest, snapshot, etc. The higher traffic of the audience has been seen in the social media so it
is the best way to attract the customers towards the brands. The youth and women’s are highly
addicted to the social media sites so it helps in increasing brand awareness among the people and
also improves the search engine rankings (Karjaluoto, et al., 2015). This digital marketing helps
in building the brand to the company by connecting and exposing the large number of audiences
and also builds the brand loyalty among the people.
Email marketing: Email marketing helps in building the credibility to the audiences and
targeted the only people who are interested and selected by the company. This digital marketing
is the cheapest in cots and provides the main by just clicking one send to the large number of
applicants (Chaffey and Smith, 2017). It not boost up the sales for the brand Louis Vuitton but if
any new product or any discounted offers given by the company then through the mail the
customers are get awarded. It helps in increasing the traffic to the website of the company Louis
Vuitton and helps in better brand recognition.
Blogging: This digital media also helps in searching the engine optimization and helps in
boosting the brand Louis Vuitton. Blogging not only aware the customers regarding the products
but also help the company in building the good relationship with the others. The brand is
connected with the people through the blogging and helps in creating the opportunity for the

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company to share the things (Baltes, 2015). The brand is built by showcasing the authority and
helps in building the trust with the audience.
Content marketing: The digital media helps in promoting the brand of the company Louis
Vuitton and with the help of the content marketing the visibility of the brand increases. The
authority and credibility of the brand Louis Vuitton is built through the content marketing and
helps in creating the trust and loyalty among the people.
SWOT analysis
Strength: Digital marketing has the certain strength which helps the company Louis Vuitton in
reaching to large number of the audience at the cheaper prices. The more customers can be
targeted which are selected by the company by doing the campaigning. The company can be
connecting the large scale through the internet so digital marketing not only helps the company
to maximize their sales but also helps in establishing the brand loyalty (Godey, et al., 2016). As
being competed to other traditional way of the promotion or the marketing digital media is the
best source of the promotion and helps in recognizing the brand much easier. It helps in
increasing the ROI and also save labor, time and money of the Louis Vuitton brand.
Weakness: There are several disadvantages of digital media strategy such as there are many
people who are not using the internet so for them it becomes quite challenging to reach the
product. There ream any marketing options so the chances of the failures of digital marketing
campaigning is higher. Keep trends and technology has to be paced and the changing human
behavior and their requirements have to be understood becomes quite difficult. There are the
certain people who give the bad reviews regarding the product in the public so it becomes quite
challenging and even damages the reputation of the company (Bilgihan, 2016). To analyses the
data and to do the audit of the digital marketing strategy is the big concern.
Opportunity: Digital marketing creates the more employment opportunities and even their
growth in the market is increasing. The large number of people can easily access so it gives the
opportunity to the company to increase their profit. In digital marketing there are several
channels through which the audiences can be attracted. Digital marketing also helps the company
to store the valuable brand and keep to confidential data secured.

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Threat: The emerging trends are changing in the rules of the search engine optimization so it
creates the threat for the companies. In the digital marketing the chances of copying the content
is higher so storage of the data with full security is another big threat for the companies. If the
data analyzed through the digital marketing strategy is done in the wrong way then it can damage
the company (Chaffey and Smith, 2017). The brand can be get affected through the digital
marketing as it gives the platform to the people to give their opinions and feelings which can
harm the company.
Recommendations
It is recommended that the brand Louis Vuitton should use the digital media channels to promote
their product as it is the best way to attract the large number of the audience. It is recommended
that social media websites like the Facebook, instagram, Pinterest, snapshot, etc. is the best way
to attract the large number of the audiences so company should use this digital marketing
strategy. The company can also take the reviews from the customer’s regarding the products,
their quality, prices, etc. so the company can even increase their brand awareness by fulfilling the
wants and requirements of the company (Baltes, 2015). Louis Vuitton can also enhances their
brand recognition by doing campaigning so it is recommended that large number of audience can
be gathered and can gain the knowledge regarding the product through the campaigning also so
company should do the online campaigning.
Conclusion
From the above report it is concluded that digital marketing is very essential for enhancing the
brands recognition in the market. in this report the brand Louis Vuitton is one of the famous
leading fashion brand which has been promoted by the using the different digital channels. The
major target market of the brand Louis Vuitton is wealthy and the middle segment people as they
company offers the higher cost products. The company uses all the social media accounts for
prompting the brand like Facebook, Instagram, Twitter, etc. so they analyses and collect the data
from the social media accounts and evaluate the audience results for the brand. The company can
be connect the large scale through the internet so digital marketing not only helps the company to
maximize their sales bit also helps in establishing he brand loyalty.

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References
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
Bilgihan, A., 2016. Gen Y customer loyalty in online shopping: An integrated model of trust,
user experience and branding. Computers in Human Behavior, 61, pp.103-113.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
de Ruyter, K., Keeling, D.I. and Ngo, L.V., 2018. When nothing is what it seems: A digital
marketing research agenda. Australasian Marketing Journal (AMJ), 26(3), pp.199-203.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016.
Social media marketing efforts of luxury brands: Influence on brand equity and consumer
behavior. Journal of business research, 69(12), pp.5833-5841.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.
Sudhakar, B.D., Kattepogu, N. and David, A., 2017. Marketing Assistance and Digital Branding-
An Insight for Technology Up-gradation for MSME’s. International Journal of Management
Studies & Research, 5(1), pp.2455-1562.