The paper “ Louis Vuitton Luggage - Customer Segments for the Product, Targeting Strategy, and Perceptual Map” is a precise example of a case study on marketing. The effective marketing of a product requires the creation of a good product image in the minds of the customers. Making a product easily available to the target customers requires the consideration of the four Ps of marketing that includes the price, promotion, place, and product. For the customers to purchase a product, the quality of the product should be high and conformance with the required regulations is also important.
In marketing, the prices of the products targeting different sets of consumers should be generally low and not unaffordable. Moreover, the promotion of the product to reach the target consumers should be done via different channels such as the media to reach as many consumers as possible. Effective product marketing also requires the proper distribution of the products (Lamb et al, 2010, p. 127). This ensures that the products reach the customers near and far from the company. The Louis Vuitton Company, which has its headquarters in Paris, France, was founded in 1984 by Louis Vuitton.
The company is among the best luggage makers in the world with a unique design of beige and brown stripes. Currently, the company is headed by Michael Burke, who is the chairman and the CEO of the company. Globally, the company has 3708 locations with over one hundred thousand employees. Apart from making luggage and travel bags, the company also deals with other luxury products such as iconic bags. One of the most valuable products from the Louis Vuitton Company is the luggage collection.
The Louis Vuitton Luggage is a collection of designer-made travel bags for both men and women ranging in sizes and designs to suit the different requirements of the customers. The Louis Vuitton Luggage comes in different styles such as the rolling luggage which includes PEGASE 55, NEO EOLE 55 and 65, hard-sided luggage such as the Cufflinks case, Alzer 60, Alzer 65 and Listen 80. The other style is soft-sided luggage. The Louis Vuitton luggage also comprises different sets of colors such as black, purple, brown and orange.
The luggage from the company is commonly made of canvas and leather. This paper examines the Louis Vuitton Luggage in the light of consumer decision making while taking into consideration the different factors that are likely to influence the decisions made by the consumers. Customer Segments for the ProductSegmentation refers to the partitioning of a market into different groups with similar characteristics and needs, which are different from those exhibited by the other groups (Shi and the International Conference on Multiple Criteria Decision Making, 2009, p. 614). To carry out an effective segmentation of the market, marketers apply segmentation bases in distinguishing the consumer preferences for the product.
For the Louis Vuitton Luggage, one of the segmentation bases that can be applied is the demographic segmentation. Demographic segmentation is commonly used in differentiating the consumers because of the ease in providing measurement than other segmentation bases. Based on demography, one of the segmentation bases that can be applied in the case of Louis Vuitton Luggage is age. Products commonly vary with age and marketers commonly target the different age groups. Since the Louis Vuitton Company provides fashionable luggage products, one of its target consumers is likely to be the youth.
The people targeted by this product should be between the ages of 18 and 35 years. This is because this group of people is fashion-oriented and would like to be in possession of some of the fashionable products such as the luggage collection from the company.
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