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Msc 2 Global - Experiential Marketing

Section outline

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    Welcome

    •  

      Welcome to your journey into Experiential Marketing!

      This program consists of four complementary modules that will guide you step by step in understanding and applying key techniques to optimize the customer experience.

      Throughout the 18 hours of coursework, you will be assessed through an individual multiple-choice quiz (50% of your grade) and a group project presentation (50% of your grade). These activities will help you develop concrete, applicable skills to meet customer expectations while creating value for the company.

  • Extra - answers from LVMH

    1. Do they use the concept of value-based pricing at LVMH, and pricing is under which
    department?

      Yes, LVMH uses value-based pricing, especially across its high-end luxury brands (like Louis Vuitton, Dior, and Bulgari).  
      At LVMH, pricing is typically handled at the Maison level (i.e., brand level), often within a specialized "WorldWide Pricing" or "Global Pricing" department, which collaborates with marketing, merchandising, finance and operations. 
     

    2. Can you tell us more about Innovation at LVMH and would digital transformation be
    an objective of this area?
    Digital transformation is a significant focus, with initiatives like the "AI Factory" developing adaptable algorithms for brands such as Dior and Louis Vuitton. These efforts aim to optimize operations, enhance customer experience, and ensure product desirability
      For example, at Louis Vuitton, we use generative AI in the clienteling department to develop faster and more interactive actions with clients. The main goal of using AI in this case is to help sales associates become more productive and generate new types of outreach.
     AI is not a dominant topic in stores. Sales associates do not use it on a daily basis. For now, AI remains primarily a topic handled at headquarters.
     

    3. What is the organizational structure (departments and divisions)?

    LVMH is organized into six primary business segments:

    • Fashion and Leather Goods

    • Wines and Spirits

    • Perfumes and Cosmetics

    • Watches and Jewelry

    • Selective Distribution

    • Other Activities, including media and hospitality, client data, clienteling, Client relations, Client services, merchandising, visual merchandising, architectures, innovations ... 

    Each Maison operates with a degree of autonomy, fostering creativity and responsiveness to market demands. LVMH represents the holding, developing the general strategy that will be applied into each house. 


    4. Do you know if, when a LVMH brand develops a line of cosmetics or fragrances, they
    are more likely to produce it in-house or rely on external suppliers
    If we take the example of Louis Vuitton that will launch its new line product in June, everything has been internal. External suppliers can exist for visual merchandising and furniture construction but Louis Vuitton has all the structures and resources needed.


    5. In store, what is the spending value to define if a client is a VIC?
    It will depend on the house. For example, Loewe and Louis Vuitton won't have the same definition of a VIC.
    It will also depend on the product category: the amount spent on watches doesn't carry the same weight as spending on leather goods.
    For Louis Vuitton, we will consider the historical amount spent, the 12 month rolling period and the year to date period. We can consider a VIC from 50K€ spent in 12 month rolling period. 
    However, if we have to compare 2 clients with the same spending, we will also have to compare the type of products they buy : a client that spent 50K€ for a watch will be considered as a high-end client.

  • Module 1 - Luxury & Data

    • File icon
      Luxury Data File

      In this module, you will learn how to analyze customer data and use it to develop effective strategies in the world of luxury brands. You will explore segmentation, forecasting, and customer experience personalization techniques, with inspiring examples from major brands like LVMH and Chanel. Get ready to understand how these approaches help build customer loyalty and maintain competitiveness in this demanding industry.

  • Module 2 - Analyse RFM

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      Analyse RFM File
      In this module, you will dive into RFM analysis (Recency, Frequency, Monetary). This technique will allow you to classify your customers based on their purchasing behavior to tailor your strategies. You will learn how to assign scores, segment your customer base, and identify high-value customers. The goal? To better understand your customers and take targeted, effective action.

  • Final project - CityOne

    Highlighted

    • Mission Brief: Reinventing CityOne's Hospitality and Community Management

      Your mission is to help CityOne, a leading hospitality service provider, differentiate itself in a highly competitive market. CityOne works with prestigious clients like BETC, offering tailored hospitality services and innovative community management solutions. Now, it’s your turn to shape the future of their services.

      The Challenge

      CityOne needs to stand out by enhancing its service proposals for:

      1. Client Hospitality: Creating unique and immersive experiences for client-facing spaces like lobbies, reception areas, and events.
      2. Community Management: Developing strategies to engage employees of client companies and encourage voluntary return to the office, especially post-COVID.

      Your task is to design innovative, experiential concepts that address these challenges.

      Your Objectives

      1. Reimagine Hospitality Services:

        • How can CityOne create unforgettable client experiences, like BETC’s art gallery lobby, that align with their clients’ brand values and goals?
        • Propose experiential marketing strategies to make CityOne indispensable to their clients.

      2. Enhance Community Management:

        • What activities or experiences can CityOne implement to foster a sense of belonging among employees and make the office an attractive destination?
        • Focus on strategies that align with modern workplace trends and post-COVID challenges.

      Deliverables

      1. Presentation for Jury:

        • A professional 5-7 minute pitch showcasing your proposal.
        • 8-10 minute Q/A session.
        • Focus on clarity, creativity, and impact.

      2. Backup Slides:

        • Prepare additional slides to support potential questions from the jury.
        • These should include detailed insights, supporting data, and alternative approaches to strengthen your case.

      3. To be confirmed - Written Proposal (1-2 Pages):

        • A concise document summarizing:
          • Your concept for client hospitality.
          • Your ideas for employee community management.
          • The value these solutions bring to CityOne’s clients.

      Evaluation Criteria

      1. Creativity: How unique and innovative are your ideas?
      2. Relevance: Do your proposals align with client needs and goals?
      3. Feasibility: Can CityOne realistically implement your solutions?
      4. Business Impact: How effectively do your concepts differentiate CityOne and drive value?
      5. Presentation Quality: How well do you communicate your ideas to the jury?

      The Process

      1. Research and Benchmarking:
        • Study competitors like Armonia Hospitality, Circles by Sodexo, and Welcome at Work to identify trends and opportunities.
      2. Concept Development:
        • Design experiential solutions for both hospitality and community management.
        • Ensure your ideas integrate seamlessly with CityOne’s brand and values.
      3. Presentation Preparation:
        • Create a compelling pitch deck with clear visuals and a strong narrative.
        • Prepare backup slides to anticipate and address jury questions confidently.

      Your creativity and strategic thinking can redefine how CityOne connects with its clients and their employees. This is your opportunity to shine in front of a jury and demonstrate your expertise.

      Good luck! I look forward to seeing your groundbreaking solutions.

    • Page icon
      Feedback after jury Page

      Take into consideration the following and adjust your presentation if you feel necessary before uploading your final work for evaluation.

    • Assignment icon
      Upload your presentation here (one person per group) Assignment

      Upload your presentation with the full names of all participants in the first page of the presentation.

      Due: Monday, 12 May 2025, 11:59 PM