Aim - determine the characteristics of global production marketing and develop practical recommendations for the implementation of marketing strategies companies in the global market. 1 part was studied the international marketing strategies were identified the features of of the global marketing of luxury products 2 part was examined the activity of a conglomerate LVMH was analyzed the market for luxury goods and the competitive environment 3 part were developed recommendations for the company Louis Vuitton in global marketing were developed practical recommendations in the global marketing field for companies operating in the sphere of luxury goods

1. Features of the global
marketing of luxury goods
(Louis Vuitton)
scientific adviser
Butkovskaya G.V.
student
Vardanyan D.A.

2. Aim
determine the features of the global marketing of luxury goods and
develop recommendations for the companies to implement global
marketing strategies
Tasks
• study the international marketing strategies
• identify the features of the global marketing of luxury products
• examine the activity of LVMH
• analyze the market for luxury goods and the competitive
environment
• develop recommendations for Louis Vuitton in global marketing
• develop practical recommendations in the global marketing field
for companies operating in the sphere of luxury goods​​

3. Сontents
1. Theory
1.1 International marketing strategies
1.2 Features of the global luxury marketing
1. Analysis
2.1 LVMH
2.2 Luxury market and competitive environment
1. Project
3.1 Recommendations in global marketing for Louis Vuitton
3.2 Recommendations in global marketing for luxury products

4. Marketing Strategies

5. Multinational and global strategies
multinational strategy global strategy
the principle of selection of
the market and market
share
assessing the potential of
each of the markets in
terms of profitability for
the company
focus on increasing the
market area on a limited
number of key segments
market supply offers at each local foreign
market products and
services tailored to local
needs
offers a standardized core
product on the world
market
location of production production takes place in
each country
Production is divided into
stages, which are
implemented in different
countries
competitive action company competes within
the boundaries of the
foreign country, despite
the competitive wars
abroad.
competitive decisions are
made based on the nature
of competition in the
global scale

6. Types of luxury consumers

7. LVMH capital structure (2011)
source:www.lvmh.com

8. LVMH (2011)
employees assets, €m sales, €m
total foreign total foreign total foreign
83 000 58 100 47 100 29 673 23 659 20 110
transnationality index = 70%
markets:
• France
• Europe
• Japan
• USA
• Asia
• Other markets
source:www.lvmh.com
Change in revenue,%

9. LVMH performance
source:www.lvmh.com

10. LV marketing mix
Product
• bags
• cases
• leather goods
• accessories
• shoes
• clothing
• watches
• jewelry
• books
• stationery
Price
• focus on costs
• same price
• no sales
Place
• exclusively
through its own
network of
shops
• site
Promotion
• sponsorship
• charity
• book
• cultural center in Tokyo
• exhibitions
• Maroquinaris Zoologicae
• product placement
• advertisement

11. The luxury market analysis
sources: www.bain.com, www.goldmansachs.com

12. Performance of competitors (2011)
Revenue €12,227 m
Profit €986 m
Employees 21,387
Revenue €6,892 m
Profit €1,079 m
Employees 21,387
Revenue €2,841 m
Profit €421,7 m
Employees 8,370
PPR S.A.
Richemont
Hermès
sources: www.ppr.com, www.richemont.com, www.hermes.com

13. LV SWOT analysis

14. Recommendations for Louis Vuitton

15. 3 questions relating to the policy of
international marketing

16. Features of the global marketing of luxury
products

18. Brand value in luxury sector
and Louis Vuitton brand value
source: www.interbrand.com