Assignment:
Trace the advertising history of your product using a minimum of 2 advertisements for each decade. Focus in particular on how the ad strategies respond to historical, cultural and technological changes. You are also asked to use trade journals and marketing research to determine: Who were the target consumers? What were their lifestyles? Where were these ads placed? Who were the readers? The last question can help answer the question about target consumers. You are required to discuss both the demographics and psychographics of the target consumers. The length of the assignment should be no more than 7 pages.
Specific requirements:
Product History
Outline the key facts & events related to your product. Key facts can include historical background, cultural shift, technological advancements and new development of test that are closely associated with the advertising strategies of your product.
You do not need to analyze specific ads for assignment. Instead, you are expected to discuss the product history in relation to the advertising history of your product in broad strokes.
Consumer Analysis
Use trade journals and marketing research to determine the target consumers for your product. You should discuss both the demographics and psychographics of the target consumers.
Demographics: race, gender, age, education, income, class, etc.
Psychographics: the lifestyle, value, preference, etc.
You can also determine the target consumers by looking at advertising images, messages and outlets. Advertisers and their agencies often openly discuss their target consumers on their websites and in trade journals.
Again, you are expected to discuss consumers in broad strokes in stead of analyzing specific ads.Annotated Bibliography
1. Pasols, P. (2012). Louis Vuitton: the birth of modern luxury. New York: Abrams.
This is a book that overviews the changes that Louis Vuitton has made in the past 150 years. This book is the first in depth book, which describe the idea of the design and how the company has become the one of the most successful luxury brand in the world.
2. Vaugier Antoine, M1 Luxury Management Follow. (2017, February 22). Luxury strategies: Vuitton Analysis.
This is a website and slides on the website that concluded the idea of how Louis Vuitton has expanded the marketing strategies in different fields, such as selecting the store, having the personal designs. It provides useful consumer demographics from Louis Vuitton.
3. Z. (n.d.). Louis Vuitton Marketing Mix (4Ps) Strategy.
This source has introduced and analyzed Louis Vuitton marketing strategies from four perspectives. Product, place, price, and promotion. It is useful to learn the marketing strategy from Louis Vuitton.
4. Vuitton, L. (n.d.). LOUIS VUITTON Official USA Website - Explore the World of Louis Vuitton, read our latest News, discover our Womens and Mens Collections and locate our Stores.
This is the official website for Louis Vuitton. I will be analyzing this website from different perspectives because I think it is really important for any kinds of successful brands to have an outstanding online website. It usually gives people the first impression of the products and the brand. I will be analyzing what kinds of approach they use for the promotion of the products, and what attracts the customers from the website.
5. Vuitton, L. (2017). Louis vuitton - a passion for creation: new art, fashion, and architecture. Rizzoli International Publicat.
This is a book that I have found useful, since Louis Vuitton is a luxury brand, and it provides many visual pleasures to people. In this book, people will see over a hundred pages of pictures. I will be analyzing the pictures from the past to now because it not only shows the change of the Louis Vuitton designs but also showing the Louis Vuitton is always stepping ahead of the world's fashion.