Critiques and recommendations-

Product strategy-

Critiques Recommendations

Louis Vuitton Dauphine Bags are only Louis Vuitton can introduce new products to
available for young and middle-aged female their Dauphine product range to attract the
customers. However, there are many elderly fashion-savvy elderly female generation. For
female customers who are still fashion example, Louis Vuitton can introduce
concerned, and the current Louis Vuitton products similar to “Chanel Quilted Single
Dauphine Bag range does not address the Hap Vintage Bag” by Chanel to attract their
fashion needs of this customers. Also, Louis female customers in late 40’s and over 50’s.
Vuitton’s packaging is not attractive enough Louis Vuitton can introduce a product into
to some consumers, even though it’s Dauphine Bag range, which will be durable
convenient and environmentally friendly. and versatile enough to hold the loads of
Moreover, Louis Vuitton is providing essentials of women over 40’s. if they
customer care email services and customer introduce such products into Dauphine Bags
care hotline, but it is not the quirkiest way to product range, the elderly customers will be
resolve customer doubts and needs during this attracted to buy Louis Vuitton Dauphine Bags
pandemic time, where the delivery services to stay stylish.
are more prioritized. Sometime, the customer
care hotline maybe congested and not Nevertheless, Louis Vuitton should design
reachable, making the communication more attractive packaging for their products.
between Louis Vuitton more difficult. Since their current packaging is durable and
convenient, it is better that they offer a chance
to their customers to customize their own
packaging to suit their preferences and needs.
This has been used by Chanel, where they
allow their customers to choose their own
packaging. So, it is advisable that Louis
Vuitton also use this customizable packaging
method in their Dauphine product line.
 Also, since many of the customers are doing
purchases online, it is better that Louis
Vuitton should introduce online live chat
function into their website, so that the queries
of the customers can be answered quickly and
swiftly.

Pricing Strategy-

Critiques Recommendations

Louis Vuitton used market skimming price Since Louis Vuitton utilizes psychological
strategy in their Dauphine bag range. pricing. They must maintain higher quality
Therefore, all of their Dauphine products are and higher price as a luxury brand. But they
set to a higher price. This will make it can offer lower end luxury products as
difficult to attract new potential customers to incentives to lure more potential customers
Louis Vuitton as the fashion designing who are willing to try out Louis Vuitton
industry market is quite competitive. Also, Dauphine products, but do not have much
due to the pandemic, the economies of the confidence to purchase the products. By
countries are unstable and the government introducing lower end luxury products at an
policies on tax and import- export might affordable price, new potential customers will
change rapidly. This will cause to lose some get attracted to the convenience and luxury of
of their customers. Louis Vuitton products and develop a loyalty
towards the company.

(This tactic is being used by higher end car

manufacturers such as Mercedes-Benz. They
have introduced Mercedes-Benz A-Class,
CLA class for entry level car enthusiasts, so
that they can attract more customers for their
flagship models such as the S-class)
Promotion Strategy-

Critiques Recommendations

Louis Vuitton has over 400 stores worldwide. Louis Vuitton must enhance their online
They are constantly hiring celebrities like presence by making their promotional
Jennifer Lopez, Kate Moss in their marketing materials online. Louis Vuitton can launch
campaigns, but their main advertising their advertisements targeted on specific
medium is print media. The mostly use websites where their targeted customers
billboards and magazines to market their mostly visit. (Such as, Bloomberg.com) also,
products in metropolitan areas. But now Louis Vuitton can perform a collaboration
everything is going online, and people also with other brands to raise the awareness of the
have access to magazines and catalogues customers. They can use specific internet
online. So, the uniqueness of the advertising search engines, such as Bing.com, to attract
of Louis Vuitton is seeming to be fading high income receiving audiences. Moreover,
away. Even the targeted market of Dauphine Louis Vuitton can inspire their online
bags is premium class users. Due to the marketing campaign by mentioning their
current circumstances, those people have also legacy stories which are behind their product
increased their usage of social media and lines, so that high end customers will be more
mobile devices. So, adapting the traditional attracted towards their products.
advertising methods is quite disadvantageous
for Louis Vuitton.

Place strategy-

Critiques Recommendations

Louis Vuitton uses retailer channel to Even though there is a possibility of online
promote products and cater services to the end shopping for Louis Vuitton. Some customers
customer directly. They can not sell their may prefer to feel and experience the products
products in ordinary department stores and before purchasing. Therefore, it is
malls. This can be acceptable since Louis recommended that Louis Vuitton should focus
Vuitton is a luxury brand, but however it opening more of their retailer shops in more
makes it troublesome for the customers to convenient places, in metropolitan areas
locate the shops. Sometime, the customers rather than what they have at present.
who do not live-in urban areas might have to
travel to some distance if they are willing to
purchase Louis Vuitton products from a
retailer shop.