My reflections and rationales

Reflections

So Shock! It’s quickly that near to the end of this course (ENG-380). Since first day to now, it was nice. I till remembered at all.

Firstly, I was happy to studying this class. I was studying with senior that never do before! Everyone made themselves like friend and enjoyed together. You know? I feared when I was speaking in where’s neither class nor Eng-162 nor Eng-373 nor other else. But this class made me confident to join ideas and that made me changes too. All, because our open mind and received other attitude.

Secondly, I kept many things that Aj.Gob teaches me in class. In business course made me understanding something I would like to know. And I learned several strategy what should businessman do. Not only that –I learned more and more about Maslow’ rule for motivation, how business online do with blog, promotion strategy, marketing mix, cross cultural, business English global media and etc.

All of knowledge I kept. I can applied with my true life. Because, present is business word. And sure! In future when I work must be bringing it use.

I love it. Business course!

Rationales

What’s rational I chose LV?

LV are global and luxury brand. And Than I research it at all (back ground CO., LV branch, product etc.) because I would like to know why LV boom in everywhere and why everyone like this brand.

Louis Vuitton' s Company Background and Brand mark

Company background and Brand mark

*Louis Vuitton has been in a trunk-maker business since he opened his first shop in Paris on the Rue Nueve des Capucines in 1854, became a legend in the art of travel by creating designer laggage, designer handbags and accessories with the LV signature grey Canvas. The Louis Vuitton company went on to become one of the world's most famous makers of luxury goods, particularly known for its designer luggage pattern - the beige-on-chestnut monogram "LV" design logo.


After Louis died in 1892, it was his son, Georges, who took the company to new heights when he created the first designer label on a product (the distinctive "LV" monogram).
*(http://www.designerhandbags101.com/designer-handbags/louis-vuitton.aspx)

Louis Vuitton' s Brand mark

Louis Vuitton' s Product lines

Product line

Louis Vuitton is now one of the first names thought of when the topic of high quality fashion comes up. LV is known best for handbag. It has risen to become one of the world's most famous design houses of high quality luxury goods. In the beginning Louis Vuitton mostly manufactured luggage, and spacious steamer trunks.

Today, after setting up its luggage product, the Louis Vuitton Company also diversified into creating a line of;


- Travel book
- Perfume
- Shoes
- Purse
- Jewelry
- Watches
- Clothing
- And other accessories

Louis Vuitton' s Promotions

Promotions

LV support them market by promotion strategy below;

Ads campaign:
1. LV ads duo to internet website on pull strategy by honor actor and actress like Madonna pull customers.

2. Also LV ads campaign.......

This ad shows you some interested by “journey” slogan. It creates positive emotions and memories to target customers; and, at the same time, it delivers target brand values/(increase sale values of them brand).

Membership Discount policy: LV offer loyal customer’s special discount with three levels;
1. Silver membership: Historical order amount exceed $500 will be updated to silver membership; you will receive 15 % off all your future orders.
2. Gold membership: Historical order amount exceed $1,000 will be updated to gold membership; you will receive 18% off all your future orders.
3. Diamond membership: Historical order amount exceed $2,000 will be updated to diamond membership; you will receive 20% off all your future orders.

And others promotion
- Free gift Packaging
- Free Shipping for all orders over $150 USD

Louis Vuitton' s Target groups

Target groups

LV, although it’s global brand and respond both of men and women who journey style but doesn’t mean at all that manning to LV focus only high-class and who have good test group like …..

- The top 1% and wealthy are targets of luxury-good market.
- Rich people who can really afford stylish exclusivity.
- Celebrities.
- &all customers are equal, but also some customers are more equal than others.

This below show something that LV’s target group are?
* "the essence of a luxury good is its exclusivity, i.e. not everyone can afford it, only a small group of people can enjoy it, and Louis Vuitton pushes exclusivity to the extreme. " Louis Vuitton’s chief executive Yves Carcelles once said.

*(http://hubpages.com/hub/lvlouisvuitton)

This text shows you that the target groups of LV are Loyalty and classy or rich person!

Louis Vuitton' s Positioning

Positioning

LV brand positioning is the potent symbol of modern Style. LV creates innovation for elegant, Stylish, Value-for-money and practical modern luxuries with quality image. Visual identity is Monogram Canvas on LV products brand. Brand Logo User Image Consumers are stylish, fashionable, and aware of designer's brands and look for quality and after sales services.

Most of the users are mature, female, working population with stable financial background. There are an increasing number of young LV users, who are fashionable trend-followers. LV is used by the celebrities in fashion shows, PR events, or only social gatherings.

For positioning in market, LV is challenging luxury market and now is leader of this way. And also LV creating new campaigns for improves them higher positioning in market and give some value to customer mind. LV products, consumers are reassured of the good quality and value-for-money as promised by the advertising and promotions. Experience “Differentiation Consumers use and experience LV products, feel the difference between LV and other brands, lead to the differentiation of LV from the competitors. Hence, now LV makes them positioning up to leader in accessories market!

Louis Vuitton' s Competitions

Competitions

Although LV is the larder in market of accessories fashion; but is now many other brands and followers hitting them to direct and indirect way!
Now, large competitors can offer lower prices to customers because they buy in quantity material. And some competitors make a new campaign for exchange our customer mind too. This is all of problem from competitors.
So, there is main competitors’ name in market of accessories fashion that affect to LV;

- Versace
- Gucci
- Chanel
- Hermes
- Prada
- PPR SA
- Richemont
- Remy Cointreau