Break Free From the Product Life Cycle Essay -- essays research papers

Kotler, P. (2003). Positioning and Differentiating Break Free From the harvest-home Life CycleYoungme moon well-nighHarvard Business ReviewSummaryA company must differentiate itself from others during the product life cycle by creating an image that demands attention and fosters unique filth awareness. Louis Vuitton is a company that continuously rejuvenates itself and has maintained a highly coveted brand for 150 years. A $1,000 monogrammed Louis Vuitton handbag is in such demand that it has spawned a multi-million dollar market place of counterfeit products, most commonly referred to as knock-offs. The demand is so high for these knock-off products that LVMH Moet Hennessy, owner of the brand, has a special team that works with global police organizations. Last year there were 6,000 raids by police, resulting in the arrest of nearly 1,000 counterfeiters (LV, 2005). The LV logo has become an icon in the designer luggage, handbags and accessories market. The row Louis Vuitton a re the code for describing an internationally recognized and exclusive fashion empire. LVMH Moet Hennessys target market is aimed at women aged between 18-35 who have a kip down of fine design, and the taste for tradition and luxury. Louis Vuitton has maintained its lead in fashion through clever advertising in magazines like Vogue with marking ads that focusing on LV logo products as smart. In recent years the company has expanded is product line into ready-to-wear, shoes, watches and jewelry. Since 1998, Marc Jacobs has provided the artistic direction to develop and market these unseasoned collections. Tapping actress/singer Jennifer Lopez as a model was another key move in skewing younger and getting some zest in print ads. Clearly LVMH Moet Hennessys market strategy is its high-quality and high-priced image which is promoted via elaborate packaging, exclusive distribution, and status symbol advertising. This ability to differentiate themselves from the crowded designer merc handise place is why they continue to be highly successful and have significantly extended the product life cycle.Relationship/Reference to the TextOur text edition discusses the product life cycle and how companies must position and differentiate their market offerings throughout the cycle. Youngme Moon points out theres nothing inevitable about the product life cycle. Marketers are disrupting it by rede... ...o find ways to train the next generation of consumers (2005).Branding is 100% human emotion and everything else is just garbed up as rationality to give people permission to act on their emotions. Women (or their spouses--like me) are not purchasing a Louis Vuitton hand bag, they are buying prestige and the ability to demonstrate to others they are different and have achieved a certain level of status. Some will call it the snob factor, others just chic taste. Regardless of your social views of designer products, Louis Vuitton continues to differentiate themselves in the designer market. It constantly looks for ways to extend the product life cycle through innovative new products and advertising strategies to keep the brand highly recognized and coveted.ReferencesKotler, P. (2003). Positioning and Differentiating the Market Offering Through the Product Life Cycle, Marketing Management, pp. 307-343Moon, Y. (2005). Break Free From the Product Life Cycle MarketplaceHarvard Business Review, May 2005, pp. 87-94Vogue (2003) http//www.vogue.com.au Alexandria FPC LivingLouis Vuitton Magazine Online (2005). http//www.vuitton.com/