MARKETING PROJECT

SBMA7018: MBA PATHWAY MODULE

Student name : Mohammad Mahidul Islam

Student ID : 100212-79
Course : MBA TERM (ii)
Lecturer : Richard Small
Submission Date : 02-03-2011

PROJECT PROPOSAL
TITLE: LOUIS VUITTON

AIM OF THE PROJECT: To understand the the marketing challenge faced by the LOUIS
VUITTON the no 1 luxury brand in the world.

OBJECTIVE: To investigate the LOUIS VUITTON (fashion & leather) business issues.

These are some LOUIS VUITTON business issues

 Regarding their distribution network, Louis Vuitton has a tremendous competitive

advantage. But rapidly increase similar competitive brand LV faced big marketing
challenges to keep their brand no 1 position.

 Louis Vuitton doesn't have any authorized street resellers.

 LV has been going through some major challenges as they try to establish their brand
image in ASIA. The case portrays a subtle situation in international marketing -- the
marketing of a high-end brand into a low-income nation, or the expansion of Louis
Vuitton into India. This luxury good marketer faced practical problems in India, such
as the challenge of identifying potential customers, the lack of media to build its
brand, and the absence of high streets to open stores.

 LV the world’s largest luxury-goods maker, filed a U.S. trade complaint seeking to
block U.S. imports from China of handbags, luggage and other accessories that copy
the Louis Vuitton look.

BACKGROUND: The Louis Vuitton Company (more commonly known simply as Louis
Vuitton) is a luxury French fashion and leather goods brand and company, headquartered in
Paris, France. It is a division of the French holding company, LVMH Louis Vuitton Moët
Hennessy S.A. The company is named after its founder Louis Vuitton (August 4, 1821-
February 27, 1892), who designed and manufactured luggage, as a Malletier during the
second half of the nineteenth century.

The company manufactures and markets luxury leather goods, fashion accessories and
jewellery. Many of the company’s products utilize the signature gray Damier and Monogram
Canvas materials, both of which were first used in the late 19th century. All of the company’s
products utilize the eponymous LV initials.

The company only markets its product through its own stores throughout the world, which
allows it to control product quality and pricing, and to prevent counterfeit products entering
its distribution channels. In addition, the company added a single online retailer to sell some
of its products (along with some of its sister companies such as Christian Dior).

One hundred and fifty years after its eponymous founder began creating and selling trunks in
Paris, Louis Vuitton's signature leather goods are considered a status symbol around the
globe and are highly regarded in the fashion world. The company's iconic Monogram Canvas
design can be considered the first designer label in contemporary history; the design was
created in 1896 by Vuitton's son Georges and was intended to prevent counterfeiting.
Ironically, Louis Vuitton has become the most counterfeited brand in fashion history, with
just over 1% of all items branded with the Vuitton logo not counterfeit.

METHOLODEGY: The majority of my research for this project has been secondary and
has been through reading various articles, journals, fashion magazines and LV website. I have
also been able to gain extensive insight into the company by reviewing the Annual accounts.

TIME OF WORK

NO. Subject Task Sources of Dependency Duration

1. Think about topic Books,Journals,Websites 1 Week

2. Finalized topics, Key Business journals, Websites, 2 Week

issues,Problems,Question and Books, Fashion magazines.
research question

3. Find business issues, Fashion magazines, Business 3 Week

Problems journals,Newspaper,Websites

4., Data gathering Publication, Company document 4 Week

techoniques,Outlines

5. Research techniques Own view, Previous 5 Week

exprience,Website,Comany visit