Louis Philippe Marketing Mix

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Marketing Mix of Louis Philippe analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Louis Philippe marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Louis Philippe Marketing Mix:

Product:

Louis Philippe is one of the most popular apparel brand based out of India, specializing in formal clothing. The brand has a wide portfolio in its marketing mix product offering, ranging from shirts, trousers, accessories etc. Louis Philippe covers a range of formals, semi-formals, custom-made clothing, accessories and footwear. The specific range includes:

Apparel – This includes shirts, shorts, jeans, t-shirts, blazers, suits, trousers, chinos, sweaters, sweatshirts and jackets. It has sub-brands in these products such as LP for all occasions, LP formal and LP Luxure which boasts of the finest fabrics, meticulous precision and elegant style.

LP by Louis Philippe aims at the young generation which is fashionable. LP is the range for those who want to make a mark in this world. With two trendy fits in shirts and denims, four styles in trousers and three in suits and jackets, the LP range provides options for customizing the clothing need to suit individual preferences.

Footwear- Business Casual, Casual, Party Wear, Formal, Leisure Sport

Accessories – Scarves, Cufflinks, Silk Ties, Wallets, Belts and Watches


Image: company website


Price:

Louis Philippe has always followed the strategy of premium pricing to differentiate itself from the “me-too brands” and to create an exclusive band for itself. In fact, it further priced its products to create an upmarket slot and the same was perceived by customers and this also was backed by maximum value which redefined the image of this brand as premium. Louis Philippe used high quality Cotton from the best of sources. Not only this, but the perfection and comfort of the clothing are evident from the exquisite range of their innerwear which is made from the softest cotton and their shoes which are made from the best quality leather. They have a range G&K which is priced in the top bracket and almost at the double price of its other premium range.


Place:

Louis Philippe reaches its customers through a large network comprising of many exclusive and franchise stores, and premium multi-brand trade outlets, both outside and inside India. In order to expand its presence in the retail market and to reach the expanding target audience, the company is planning to float large format flagship stores which will be much bigger than the existing ones in metros across the country. The large format stores would include the brand Louis Philippe, sub-brands LP and Luxure and all accessories of the brands like footwear, belts, ties and socks. It wants to open 15 large format stores, each store size will be 5000 sq. ft. Apart from the large format stores, the brand currently has over 120 stores across India, and plans to add about 40 new stores every year. It intends to strengthen itself not merely as a clothing or apparel brand but also as a lifestyle brand. Their products can be bought in-store and also online.


Promotion:

Louis Philippe was originally positioned as a brand for the youth. However, with the introduction of its sub-brand “Crest”, it no longer remains a brand for the youth but a well-accepted brand by all the segments of customers and it wants itself to be perceived as a “winner”. The brand symbolises of being "Achieved". Very rarely brands attain this kind of status. Louis Philippe is the first brand to experiment with the introduction of iconic collections. Periodically the company introduced exciting range of collection so that they can retain the excitement of their consumers. Consumer values keep on changing as the other players offer and attract them. Thus, innovative products and promotion strategy plays an important role which the company proved by launching various products from time to time. Louis Philippe has introduced the Luxure brand in stores across India in November 2008. This premium collection supports brand Louis Philippe's promise to deliver excellent style to discerning customers who appreciate the subtle quality and style. With Luxure, consumers have access to exquisite apparel, superior craftsmanship, high end materials and delicate aesthetics. All of these are the core values and the legacy that describes Louis Philippe. The brand relies on print ads in magazines and newspapers for promotions primarily. Their print ads are very carefully drafted and in all the ads it is made sure that the brand itself comes out as the star instead of the models. Now, the brand has extended its operations to become a complete menswear brand, but earlier it was just known as a shirt brand. The competition met by Louis Phillipe is high as there are many other brands operating in the same segment. The brand recently has associated itself with games such as golf and thereby tries to establish connection and an emotional relationship with the segment of target audience which values perfection and quality. This completes the marketing mix of Louis Philippe.


About Louis Philippe:

Louis Philippe is an Indian brand of men’s apparel and accessories. Louis Philippe is owned by Aditya Birla. The brand Louis Philippe resembles premium quality, elegant style, excellent craftsmanship and utmost precision in clothing and accessories that it offers. It is no less than an international super brand offered to the Indian discerning gentleman.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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