LVMH - Building Star Brands

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTA016 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


Case Length : 15 Pages
Period : 1987-2004
Pub Date : 2004
Teaching Note : Not Available
Organization : Moet Hennessy Louis Vuitton (LVMH)
Industry : Luxury Goods
Countries : Global


Moet Hennessy Louis Vuitton (LVMH), the world's largest luxury goods company owns famous luxury brands like Dom Perignon, Christian Dior, Donna Karan and Louis Vuitton. LVMH defines a brand's identity by mining its history and finding the right designer to express it. LVMH believes in controlling quality and distribution and creating brand excitement among customers with innovation, which in its view is the ultimate driver of growth and profitability. Chairman Bernard Arnault believes that star brands are born when a company manages to make products that 'speak to the ages', yet remain intensely modern. These products fulfil the consumer's fantasy. A star brand is timeless, modern, fast growing and highly profitable.

Arnault believes that the impression of timelessness can be created with uncompromising quality.


  Page No.
Introduction 1
Background Note 1
Business Model 3
Brand Management 4
Operations 7
Future Outlook 8
Exhibits 14


LVMH (Moet Hennessy Louis Vuitton), Star brands, Luxury goods, Louis Vuitton, Brand building, Bernard Arnault, Gucci, Prada, Miami Cruiseline Services, Newton and MountAdam vineyards, Dom Perignon, Christian Dior, Donna Karan, Celine

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