Marketing Strategy Analysis: Louis Vuitton's Brand Performance Report

This report provides a comprehensive analysis of Louis Vuitton's marketing strategy and brand performance. It begins with an introduction to marketing strategy and brand performance, followed by an overview of Louis Vuitton's current market performance, including its history, brand image, and market presence. The report then delves into a PESTEL analysis, examining the political, economic, social, technological, legal, and environmental factors affecting the brand. It explores the key components of marketing performance, such as product purpose, market research, and logo design. Furthermore, the report investigates how Louis Vuitton achieves a competitive advantage through its marketing strategy, including its marketing mix, which encompasses product, pricing, promotion, and place. The report concludes with a summary of the findings and references.

Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
Part-1:..............................................................................................................................................3
CURRENT MARKET PERFORMANCE OF LOUIS VUITTON.................................................3
PESTEL ANALYSIS......................................................................................................................4
Marketing performance...............................................................................................................5
KEY COMPONENTS.....................................................................................................................5
HOW LOUIS VUITTON ACHIEVE/GAIN COMPETITIVE ADVANTAGE USING
MARKETING STRATEGY...........................................................................................................7
Part-2:..............................................................................................................................................7
MARKETING MIX.........................................................................................................................7
Product mix..................................................................................................................................7
Pricing strategy............................................................................................................................8
Promotion strategy.......................................................................................................................8
Place mix.....................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing strategy is defined to be one of the prospect that will bring forth all the products the
organisation is dealing with into the customer base. Marketing is said to be one of the prominent
tool in order to determine the customer base. There are many identities that are to be dealt by the
organisation and marketing strategy makes it is therefore the organisation to establish its norms
and policies which are fundamental goals for every organisation (Mothersbaugh and et.al, 2019).
Brand performance is defined to be the operations that are being performed by every
organisation in order to bring forth the factors that are essential to lift a particular brand. Brand
stands as an entity and identity for every organisation. The products that are being manufactured
by the company and are put forth into the society will therefore be standing as unique features
that are being affected by the organisation. There are many societal norms that are met by the
organisation which are essential to be dealt with. The entire report deals with Marketing strategy
as well as the brand management that is incorporated in an organisation. The organisation that is
chosen in this regard is Louis Vuitton. It is a French fashion house is best known for its quality
clothing and different home products as well as food products. The report will bring for the
marketing strategy as well as the brand performance of the organisation and will depict
information regarding how far it has attained the pace of being the best.
Part-1:
CURRENT MARKET PERFORMANCE OF LOUIS VUITTON
Marketing will analyse different elements that are related with the organisation which are
regarded to be intangible generating values. Brand is known to be an email that is generated for
the products that are dealt by the organisation. There are different perceptions of consumers and
the organisation will have to identify breech rise in order to present its brand such that it stands
unique in its operational journey (Morgan and et.al, 2019). Marketing can sometimes make an
organisation powerful by providing at the virtues of its profits Louis Vuitton company in this
regard stands as one of the most established brand. The company stands as one of the oldest
model originated from 1854. It has an altogether of hundred years experience in the retailing
industry with regards to clothing and other fundamental components of housing and food related
components. Although there are different hurdles that are being faced by the organisation in its
growth the company has embraced every factor and utilised date in order to move ahead with
growth. It has incorporated all the values and norms that will suit its customers needs. There are

many difficulties in the span of Louis Vuitton. Sometimes the company has remained an
affordable at certain that has determined its growth. it has now a presence in almost many stores
around the country. The brand image of Louis Vuitton is not of today's. This brand image has
developed back at 1854 when it was in its initial days of operation. There are different services
that are being taken up by the organisation. It has a drastic experience in clothing. This British
brand is said to be adopted by different customers based on their needs. The company depicts
that it is important to stay flexible towards certain days that come in the way of growth. It has
also proved that on accommodating to all the change aspects in the society the organisation can
deliver output and can stand versatile. The company defines its value as its customers. It has
moved ahead with a simple logo that will represent its brand. The marketing campaigns are very
simple and the one that is being adopted by the organisation Louis Vuitton is the video
advertisement (Li and et.al, 2021). This video advertisement will defect all the visual pieces that
the organisation deals with. The company put forth all the attempts in order to maintain good
brand value. With this vision it has continued to be one of the powerful holder in the retailing
sector of United Kingdom. The company Louis Vuitton has not adopted to the change in
generations policy and therefore remained consistent in dealing with its product. The company's
consistency is success that it has owned profits which is turning its revenue to be billion dollars.
PESTEL ANALYSIS
Political: the company Louis Vuitton is said to have presence in many companies around. The
government is said to eb stable in it operation but the most of it lies in the division from
European Union. This has lead to few political conditions that fall on the organisation like that of
changing government regulations which stood as an impact for the company.
Economic: the organisation Louis Vuitton is said to be operating in many countries and as a
result of it there is a high rate of luxury tax. In order to stay focused on the cost effective
measures that would save its economy, the company will have to expand into the developing
countries.
Social: the brand value that is maintained by the organisation Louis Vuitton is said to be of a
good reputation and is seemed to be used by many people all around the world. The population
around is more keen towards the newest fashionable measures therefore that will hep the
company to meet their demands.

Technology: technology is at greater heights. The technological factors that are used by the
organisation Louis Vuitton is the prominence of selling through e-commerce portal and
displaying its products on the website (Pan and et.al, 2019).
Legal: Being the largest brand, the company is into many legal regulations. Anti-Counterfeiting
Trade Agreement was signed by the organisation in order to cope up with the issues that are
pertaining to sales that are counterfeiting every year. The organisation will have to stop its trade
with countries that have lower intellectual property index rate.
Environmental: the company has been mentioned in the list of lower carbon emission rate but is
regarded poor in animal welfare since its products are mostly derived from fur and leather.
Marketing performance
The company Louis Vuitton is said to be one of the largest multinational luxury brand which is
operating in almost all the countries. the dedicated employees that were in the organisation put
their strategies to cope up with the onset of development. its SWOT analysis is as follows:
Strengths: it maintains a strong connection with the quality. Its brand is regarded to be one of
the most reputed one.
Weaknesses: the company shows less interest in other cultures and the pricing of the company
products are high when compared to the other (Gürel and Tat, 2017).
Opportunities: there are many opportunities with regard to the online shopping. The subsidies
that were in charge of the organisation are many.
Threats: there are many other brands that compete with the organisation and the rate of interest
is seems to be varying. The change of taste of the customers is also one of the clause that is
acting as a threat.
KEY COMPONENTS
The key components are said to be that aspect which has identified by every people all around.
There are different aspects that are into consideration in this prospect. The quality will have to
first be presented in large components and those include strategies of marketing as well as a
content that is created in order to promoted. Product can only gain reputation if the identity
attracts its customers. There are many existing reputation brands and therefore the company's
brand to stand unique will have to include measures that are mostly consistent. Product design is
said to be an actual process and this includes those of Logo and colours that are employed along

with typography. The different key considerations in analysing the performance of a brand as
follows:
Clear Poduct purpose and Positioning: before getting equipped with all the essentials that are
to be contributed for brand it is necessary to identify the purpose and positioning. The purpose
and positioning will bring forth all the necessary information of the brand to be existing
(Katsikeas and et.al, 2019). The positioning of brand is depicted by the name that is given to
image. This name will have to be such that its competitor will therefore find it to be a difficult
aspect to compete. When the organisation is clear about its purpose position and personality then
it has attained all the flexible measures to define its brand. This with regard to the company
Louis Vuitton has adopted measures which are tangible in order to include its strategies of
designing a very simple logo of that will attract its customers and will stand professional. Its
consistency in maintaining this quality has lead to becoming one of the most reputed brand in the
United Kingdom.
Throughout market research: the company will have to be presented in the customer research.
It is only then the company is able to flourish. There are different cultural norms and policies that
are to be followed by the beginners in marketing. Brand and marketing go hand in hand. When
brand defines the product the marketing is something that increases its sales. It is important to
conduct a marketing research such that the organisation will get to understand the human
emphasis and can also provide details in its change process. These elements are considered to be
really essential where customer persona will get identified by the organisation and that can
contribute for a good market research. The target customers and their aspects will have to be
addressed where their personality traits as well as their preferences will have to be identified and
then on defining the circumstances with regard to brand can be appealing to the customers.
Memorable logo: one of the crucial component in defining a brand is its appearance. The
appearance of a brand can therefore be done by a proper logo (Key and Czaplewski, 2017).
Many organisations will go with designs that are appropriate for their organisations
representation. A Logo will stand as one of the entity in order to justify the fact that the
organisation stand as a unique one in terms of its brand image. The logo is considered to be one
of the central aspect which is occupying a major position in identifying the brand. The company
Louis Vuitton has designed its logo to be very simple and professional such that it gets
incorporated into more number of customers and can be a likeable aspect.

HOW LOUIS VUITTON ACHIEVE/GAIN COMPETITIVE ADVANTAGE
USING MARKETING STRATEGY
As described prior marketing is said to be one of those key components that will help to identify
company or the product the companies dealing with. product stands as a unique entity in order to
carry out the prospects that are related to customer to increase sales as well as to gain growth.
There are different aspects of competition that is related to brands. Many companies compete
with the ones that has attained a consistency to maintain the growth. For the company Louis
Vuitton which is operating since ages it is said to be one of the most constant brand that has not
attend the possibility of change components and standing as one of the unique brand is said to be
and the list of competition (Foroudi, 2019). There are different competitors that compete with the
company Louis Vuitton. Some of the competitors which are regarded to be the top five
competitors of Louis Vuitton are Aldi and Marks and Spencer, Tesco, Asda.
Part-2:
MARKETING MIX
Marketing mix is considered to be one of the key strategies in marketing. It is important to
identify the components that are listed such that one can easily understand the performance as
well as the growth aspects the company is dealing with. It is important to gain a wide Framework
with regard to strategies that are adopted in marketing. Louis Vuitton company is regarded to be
one of the most prominent retailing services which is operating since ages. It has attained a
reputation and the popularity of being the best brand and the marketing mix of this company is as
follows:
Product mix
The product mix or product strategy is defined to be one of the covering factor in the
organisation with regard to all the manufactures that are related to product. Louis Vuitton is
known for its wide range of products which are categorised into different segments. The different
products of the organisation deals with clothing as well as the food criteria (Casidy and et.al,
2018). In the area of clothing the company deals with blazers, Cahmere, jeans Linen, shirt, skirt
and many more. Different accessories which are mostly preferred by customers are being
produced by the organisation. This organisation stands for its brand value because of the
categories it deals with. Other than clothing and all the home items it also deals with bags and

gift items. One of the most favourable aspect of the organisation Louis Vuitton is that unlike all
other organisation which depends upon the other countries brands it focuses upon its own home
brand and will try to promote it in all the possible ways. This is one of the most favouring aspect
for the organisation which has contributed to its growth.
Pricing strategy
Price is one of the most considerable aspect of every organisation and with regard to customer it
is said to be the defining factor of a product. The Louis Vuitton pricing strategy is said to be one
of the component of its competitive advantage. As it is already mentioned that the company deals
with its own home brand and therefore the clothing are priced between medium to higher
category. Price is defined by the quality that is being offered by the organisation. The
organisation follows a competitive pricing strategy and therefore it is the customer's choice in
order to go with the kind of price that is suitable for them. There is a huge competition from the
online retailers to the company Louis Vuitton. Although there is a heavy competition the
company never cease to maintain a dynamic pricing strategy and therefore it has also included at
of which are seasonal and fall in the account of discount.
Promotion strategy
Promotion plays an active role and a key component in marketing. It is not until when a product
is promoted in the better possible manner that could reach customers than the company focuses
upon increase the customer base (Iyer and et.al, 2020). There are different choices that are being
made by the organisation Louis Vuitton in order to carefully select the kind of strategy that must
be included in promotion. As a part of the organisation's preferable promotion strategy is its
advertisement campaign. Advertisement is said to be one of the component in the promotion
makes where the product can be delivered with certain analysis and different concept. It can be
emphasized that the message that is to be conveyed with regard to protect can therefore be done
carefully with the prospect of advertising. This can also be one of the most professional ways of
promoting a brand which is cost effective. There are different tips that are to be associated with
the product that is being advertised. In order to advertise its products the company has chosen
mediums of social media blogs websites and television. The blogs are one of the key criteria in
order to bring for all the considerable aspects of the organisation into existence. Social media is
one of the prominent old nowadays in order to determine the stage of a company in promoting

the choices and no time. It has increased the customer base of every organisation and is playing a
key role in marketing.
Place mix
Place is an essential factor for the organisation to be located by different customers (Chang and
et.al, 2018). It is not until when an organisation chooses the best possible way to get
communicated with its customers that it can increase its customer base. But our company is said
to be operating in thousand stores in more than 50 countries around the globe. Its operation has
started in 1854 and therefore till date it has attained a reputation of operating in 52 stores. The
workforce in the company are 83000 Employees with a sense of dedication which is necessary to
determine the pace of the organisation. There are different countries in which Louis Vuitton is
operating and some of them are Turkey, Spain, France, Ireland, Hungary, Finland etc. Physical
evidence is more important and therefore all the materials that are being sold by the organisation
stands as physical evidence for its quality. The company deals with a very good website in which
there is a depiction that is given to its products as well as there is a feasibility of home delivery.
CONCLUSION
The entire report deals with the aspect of marketing strategy. With this report it can be concluded
that marketing strategy is one of the essential factor in contributing for the growth of the
organisation. Marketing strategy will also promote brand of a particular organisation and the
performance of the organisation is completely dependent upon the factors that are taken care
about by the organisation. In this report and evaluation is made with the current and performance
of the chosen organisation Louis Vuitton. The growth sale Trends and profitability aspect of the
organisation Louis Vuitton is being explained in this report. A critical evaluation with regard to
brand customer identification and the key drivers that are involved in aligning the brand
preferences are listed. A critical analysis was provided to brand key competitors as well as the
competitive advantage that is being gained by them. The different companies that are competing
with Louis Vuitton are put forth in the report. The report explains marketing mix and the 4p
model which includes components that are in regard to the organisation.

REFERENCES
Books and journals
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Chang and et.al, 2018. Enhancing firm performance: The role of brand orientation in business-to-
business marketing. Industrial Marketing Management. 72. pp.17-25.
Foroudi, 2019. Influence of brand signature, brand awareness, brand attitude, brand reputation on
hotel industry’s brand performance. International journal of hospitality management. 76.
pp.271-285.
Iyer and et.al, 2019. Market orientation, positioning strategy and brand performance. Industrial
Marketing Management. 81. pp.16-29.
Iyer and et.al, 2020. Market orientation, brand management processes and brand performance.
Journal of Product & Brand Management.
Katsikeas and et.al, 2019. Revisiting international marketing strategy in a digital era:
opportunities, challenges, and research directions. International Marketing Review.
Key and Czaplewski, 2017. Upstream social marketing strategy: An integrated marketing
communications approach. Business Horizons. 60(3). pp.325-333.
Li and et.al, 2021. Social media marketing strategy: definition, conceptualization, taxonomy,
validation, and future agenda. Journal of the Academy of Marketing science. 49(1). pp.51-
70.
Morgan and et.al, 2019. Research in marketing strategy. Journal of the Academy of Marketing
Science. 47(1). pp.4-29.
Mothersbaugh and et.al, 2019. Consumer behavior: Building marketing strategy. McGraw-Hill
Higher Education.
Pan and et.al, 2019. PESTEL analysis of construction productivity enhancement strategies: A
case study of three economies. Journal of Management in Engineering. 35(1). p.05018013.
Gürel and Tat, 2017. SWOT analysis: a theoretical review. Journal of International Social
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Online
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Marketing strategy: [Online]. Available through: < Marketing Strategy - Meaning and Its
Importance (managementstudyguide.com) >
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