Marketing Plan of

LOUIS PHILIPPE

PREPARED BY:
Pravin Chhetri
BBA 4
(21FOMBA11128)

FOR THE SUBMISSION OF

CIE-2

Subject:
PRINCIPLES OF MARKETING (BBC421)

GUIDED BY:
Dr. Nirav Mandavia
Asst. Prof. Siddhant Doshi

SUBMITTED TO:
FACULTY OF MANAGEMENT
RK UNIVERSITY
RAJKOT

MONTH AND YEAR:

APRIL 2023

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 LOUIS PHILIPPE

Marketing Plan

Report’s Objective: -

This report is made to better understand the marketing strategies and

techniques used by the company LOUIS PHILIPPE.

Made By:

Pravin Chhetri

Enrollment No: 21FOMBA11128

BBA “C” (4th Sem)

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 Topic Page No.

Introduction

• Introduction of company 4
• Mission and Vision of the Company
5
• SWOT of the company
6

Customer and Competitor analysis

• Who is your customer? 7

• Type of customer
7
• Competitor analysis
8

Objective and budget of marketing plan

• Objective of marketing plan 9

• Budget of marketing plan
10

Marketing strategy

• STP of the company 11-12

• 4P’s of the company
13

Suggestions 14

Conclusion 15

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 INTRODUCTION

INTRODUCTION TO COMPANY

About the company:

Louis Philippe is a renowned men's fashion brand that has been a prominent
player in the Indian market for over three decades. Founded in 1989, the
brand has established itself as a premium men's apparel and accessories
retailer with a loyal customer base. Louis Philippe's philosophy is to
combine classic elegance with contemporary style to create high-quality
products that appeal to the modern man. The brand is known for its sharp
tailoring, impeccable craftsmanship, and attention to detail, making it a top
choice for the discerning customer.

This report will delve deeper into the history of Louis Philippe, its product
offerings, marketing strategies, and future growth prospects.

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Mission and Vision of the LOUIS PHILIPPE

Mission

~To deliver superior value to our customers, shareholders, employees, and

society at large.

Vision

~To be a leading premium menswear brand that offers high-quality,

fashionable clothing and accessories that cater to the needs and preferences
of modern men.

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SWOT analysis of LOUIS PHILIPPE

~Strengths:

• Synonymous with premium, international men's fashion

• Brand leader in formal and quasi-formal wear

• Designs are inspired by the latest global trends

• Largest apparel brand in India

~Weaknesses:

• Limited product range

• Limited presence in the women's apparel market

~Opportunities:

• Evolving into new segments, such as footwear

• Expanding product range to include women's apparel

~Threats:

• Intense competition from other established brands

• Economic downturns affecting consumer spending

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Customer and Competitor Analysis

Who are your customers?

~Louis Philippe's customer base includes working professionals,

businessmen, executives, and other affluent men who value sophistication,
elegance, and refinement in their clothing. The brand's offerings include
formal suits, blazers, shirts, trousers, jackets, and accessories such as ties,
cufflinks, and belts.

Type of customer.

~The customers of Louis Philippe can be broadly categorized into the

following types:

Working professionals: This includes men who work in corporate or

professional settings and require formal clothing for their day-to-day work.
They may be executives, managers, lawyers, bankers, or other professionals
who need to dress in formal or semi-formal attire.

Businessmen: Louis Philippe caters to businessmen who require formal

clothing for important meetings, presentations, or other business events.
These customers may be entrepreneurs, business owners, or executives who
need to present a professional and sophisticated image to their clients or
partners.

Fashion-conscious men: Louis Philippe has a strong following among men

who are passionate about fashion and style. These customers may be
interested in the latest fashion trends and appreciate the brand's focus on
quality, design, and attention to detail.
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Competitor Analysis

~ Here are the key competitors of Louis Philippe and their strengths and
weaknesses:

Raymond:

Raymond is a well-established men's clothing brand in India that offers a

wide range of products, including suits, shirts, and trousers. The brand has a
strong presence in the market and has been around for over 90 years. Some
of its strengths of Raymond include a diverse product portfolio, a strong
brand reputation, and a vast distribution network. However, some of the
weaknesses of the brand include its high pricing strategy and limited
international presence.

Van Heusen:

Van Heusen is another popular men's clothing brand in India that offers a
range of formal and casual wear. The brand has a strong focus on innovation
and has been recognized for its trendy designs. Some of the strengths of Van
Heusen include a strong brand reputation, a diverse product portfolio, and a
significant presence in the market. However, some of the brand's weaknesses
include its limited international presence and pricing strategy, which can be
relatively high.

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Peter England:

Peter England is a popular men's clothing brand in India that offers a range
of products, including formal wear, casual wear, and accessories. The brand
has a strong focus on affordability and has been recognized for its quality
products at reasonable prices. Some of the strengths of Peter England
include its affordability, a diverse product portfolio, and a strong presence in
the market. However, some of the brand's weaknesses include its limited
international presence and a relatively lower brand reputation than its
competitors.

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 Objectives and Budget of marketing plan

The objective of the marketing plan

~ The objective of the marketing plan for Louis Philippe would be

to increase brand awareness, expand its customer base, and drive
sales of its premium men's clothing and accessories. This can be
achieved through a multifaceted approach, which includes
developing a strong brand image, implementing effective
advertising campaigns, enhancing the in-store and online shopping
experience, and leveraging technology and social media to engage
with customers. The marketing plan should also focus on
identifying and targeting key customer segments, such as young
professionals, executives, and fashion-conscious men, and creating
tailored messaging and promotions to appeal to these groups.
Overall, the goal would be to position Louis Philippe as a leading
brand in the premium men's fashion market and to foster long-term
customer loyalty and advocacy.

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 Budget of marketing plan

Marketing Expenses Estimated price

Paid Campaigns Rs.10,000,000

(PPC, Banner, Influencer’s

Marketing)

Advertisements Rs.8,000,000

(Broadcasts, Print, Radio, Direct

Mall)

Events Rs.7,000,000

(Conferences, Trade shows &

exhibitions)

Market research Rs.5,000,000

(Survey, free samples, observations,

Focus Group)

Tools Rs.6,500,000

(SEO, Content Marketing, Software

& Websites)

Total Spent Rs. 36,500,000

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 Marketing Strategy

STP of the company

Louis Philippe, a premium men's apparel brand, can segment its market
based on the following criteria:

Segmentation: -

Geographic: The company can segment its market based on the region, city,
and climate.

Demographic: The company can segment its market based on demographic

factors such as age, income, and occupation.

Psychographic: Louis Philippe can segment its market based on customers'

personality traits, values, interests, and lifestyles.

Behavioral: The company can segment its market based on customers'

purchasing behavior, such as brand loyalty and frequency of purchase.

Targeting: -

After identifying the different segments, Louis Philippe must evaluate each
segment's attractiveness and decide which segment to target. Here are a few
potential segments that Louis Philippe could target:

High-income professionals: The brand can target professionals with high

disposable income, such as lawyers, doctors, and businessmen.
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Style-conscious millennials: Louis Philippe can target millennials who value
fashion and have an interest in buying high-quality clothing.

Traditionalists: The company can target customers who value classic,

timeless styles and may be willing to pay a premium for quality.

Positioning: -

Once the target segments are identified, Louis Philippe must develop a
positioning strategy that differentiates it from competitors and appeals to the
target segments. The brand can position itself as a high-quality, premium
apparel brand that offers classic and timeless styles. The company can also
emphasize its use of premium fabrics and attention to detail in design and
construction. Louis Philippe can also leverage its reputation as a trusted
brand in the market, known for its quality and attention to detail, to appeal to
its target segments.

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 4P’s of the company LOUIS PHILIPPE

The 4Ps (Product, Price, Place, Promotion) of the marketing mix are a set of
tools used by businesses to develop and implement marketing strategies.

Here's how Louis Philippe applies the 4Ps: -

Product:

Louis Philippe offers a range of high-quality men's apparel, including shirts,

trousers, suits, jackets, and accessories. The company can focus on product
differentiation by using premium fabrics, attention to detail in design and
construction, and classic styles that appeal to its target segments.

Price:

Louis Philippe's pricing strategy should reflect its premium positioning in

the market. The company can use a premium pricing strategy to reflect its
superior quality and craftsmanship. The company can also consider offering
discounts during sales seasons or creating a loyalty program to incentivize
customers to purchase more often.

Place:

Louis Philippe has a retail presence across India, with over 250 stores in
major cities. The company can focus on expanding its retail network to reach
more customers. Additionally, the brand can also focus on e-commerce and
digital channels to reach customers beyond physical retail stores.

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Promotion:

Louis Philippe can use a range of promotion tactics to reach and engage its
target segments. This includes creating compelling ad campaigns, using
social media influencers and bloggers, partnering with lifestyle magazines,
and organizing events to showcase its products. The company can also use
sales promotion tactics such as offering discounts, running contests, or
offering bundled products to attract customers.

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 SUGGESTION

~With the rise of e-commerce and changing consumer preferences, Louis

Philippe should focus on developing a strong online presence, including an
easy-to-use e-commerce platform, digital marketing campaigns, and social
media engagement.

While Louis Philippe is known for its high-quality men's apparel, the brand
should consider innovation in its product offerings. For example, it could
explore collaborations with other brands or designers to introduce limited-
edition collections or experiment with new fabrics, designs, and colors.

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 CONCLUSION

In conclusion, the project report on Louis Philippe, a premium men's apparel

brand, has highlighted the company's marketing strategy and the 4Ps of the
marketing mix. The brand's strong product differentiation, premium pricing
strategy, retail presence, and promotional tactics have helped Louis Philippe
to establish a strong foothold in the Indian market. However, with changing
consumer preferences and the rise of e-commerce, the brand needs to focus
on enhancing its digital presence, innovating its product offerings, and
offering personalized experiences to customers. Additionally, the brand can
explore expanding into new markets, embracing sustainability, and
leveraging technology to improve the shopping experience. Overall, the
project report provides insights into Louis Philippe's current market position
and offers recommendations for the brand's future growth and success.

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