Marketing Plan For Gucci As A Brand Image Of Luxury Product Essay

Marketing Plan For Gucci As A Brand Image Of Luxury Product Essay

Length: 863 words (2.5 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

1 Their desired positioning for Gucci is to create a luxury goods firm with limited distribution targeting exclusive clientele and reinvent Gucci as classic brand . They wanted to reduce over distribution , over expansion and product availability everywhere . They wanted to get rid of images / an image / the image that anybody can own a Gucci product and bring back the premium product image . Their target customers were classic , older , conservative and exclusive clientele in upper reaches of market with high brand loyalty . They were right about bringing back luxury product images but they reduced one too many products too fast without any replacement products . They were right about reducing numbers / a number / the number of products because they are a premium product business and they don 't want to have 22,000 products . They were also right about reducing distribution network which could dent a brand image of luxury product . 2 . They didn 't understand the tradeoffs between cost and differentiation . they positioned themselves with smaller markets by focusing on wealthier older conservative customers and set prices too high for their differentiation strategy . the tradeoff didn 't pay off and their high prices resulted in a huge drop in revenues . They distribution plan also backfired with closing so many American stores at once . Dawn Mello 's biggest strategic blunder was picking style instead of fashion which changed customers perception of Gucci . they strategy didn 't include what customer wants and their perception of Gucci . 3 . Industry Profit Potential (1989 ) : Buyer power was high with bargaining power and customer was not price sensitive , very demanding , selective and don 't care about switching costs . Suppl...

... middle of paper ...

...ibution channels and marketing strategy to establish their position as a premium product brand . Personal drive and sense of urgency of De sole and Tom Ford and their strategic move from classic image to fashionable and glamorous image was big reason for Gucci 's huge success . Structuring for Success : Their competitive advantage against Prada and louis Vuitton is their suppliers high artistic capacity . They invested heavily in technology innovation like computerized leather cutting . They provided selected supplies of technical and financial support as part of their semi vertical integration approach . Their highly flexible production including skilled manufacturers , advanced technology and efficient logistics resulted in an increase in manufacturing capacity . They were able to create to more return by not going fully vertical integrated to approach like Hermes .

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Marketing Mix For A Selected Branded Product Essay

- P-2 asses the marketing mix for a selected branded product in this selected business by explaining how each element of the marketing mix is used by the product The marketing mix which includes the four Ps is extremely important and is a useful way of planning the business’s marketing. For example, the Calvin Klein, be 100 ml perfume from Boots: Products- Boot’s products are to target things such as, skin care, health care, hair care and etc. Therefore the beauty and health care products for both men and women vary from a range of products such as, razors, wax strips, body washes, aftershaves, shampoos and conditioners for hygiene to medicines for health, to make up,...   [tags: Marketing, Sales, Perfume, Consultative selling]

Better Essays
1485 words (4.2 pages)

Body Image and Advertisment Essay

- In one day a person may see up to 3000 ads.They may see ads on TV, in a magazine or on a billboard. Be that as it may, individuals never completely understand that these ads seen day by day have an impact on their social order. Promoters like to speak to our feelings of trepidation, cravings, vanities, personalities, ideas of triumph, worth, affection and sexuality. Promoters also jump at the chance to help structure thoughts that we never paid attention to. Thomas Frank suggests that the fundamental illness of our social order is similarity, a disease that has differently been portrayed as “over-organization, bureaucracy, homogeneity, hierarchy......   [tags: triumph, worth, affection and sexuality]

Better Essays
790 words (2.3 pages)

A Critique Of The Fashion House Gucci Essay

- Renowned psychologist Sigmund Freud posited in 1925 that sex is one of the most basic and primal human instincts and that it is a driving force in the everyday life of a human. Advertising agencies across the globe appeal to this basic instinct or id, in Freudian terms, in order to draw the attention of potential buyers to their product. Italian fashion house Gucci is no different and offers a prime example of this method of marketing. In 2011, the company launched an advertising campaign for their newest line of perfume and cologne: Gucci Guilty....   [tags: Advertising, Marketing, Physical attractiveness]

Better Essays
1037 words (3 pages)

The Types Of Products Of Choice Essay

- The four types of products of choice include the Giorgio Armani, Gucci, Nike, and Adidas shoes. All of these products are from different companies and are all types of shoes, but are specifically meant for different company segments. By using the segmentation, targeting, and positioning strategy – a process of identifying the strategies a company uses to compete in the market – it is possible to establish a targeted marketing plan. Eventually, it will be possible to create a perceptual map that helps to determine the position of these four types of products....   [tags: Marketing, Pricing, Advertising, Graphic design]

Better Essays
1726 words (4.9 pages)

Essay on Gucci Case : Gucci Guilty

- The absence of clothing has become omnipresent in today’s advertising. Some ads focus on the removal of clothing, while others focus on no clothing at all. This idea is ever-present in fragrance advertising, as it forces the viewer to focus on the product over the appearance of one’s clothing. The absence of clothing creates a very specific mood for the ad: sex. The ad is able to portray a meaning that is not even included in the ad just by removing pieces of clothing. Fragrance advertising, such as Gucci Guilty, uses sex as a tool to sell a product without knowing anything about it....   [tags: Male, Female, Sex, Gender]

Better Essays
1049 words (3 pages)

Marketing Plan For A New Product Essay

- This paper will detail a strategic marketing plan for a new product that is ready to “go to market”. A strategic marketing plan is important when presenting a new product or service because it ensures that the maximum amount of profit can be obtained for the product. A good strategic marketing plan provides focus and helps to pinpoint opportunities. A strategic marketing plan incorporates an executive summary, target marketing, place, product, pricing and promotional strategies, and a distribution plan....   [tags: Marketing, Marketing plan, Hairdressing]

Better Essays
2276 words (6.5 pages)

Essay on The Role Of Marketing For New Product Development And Launch

- New product development is an essential key for a company to survive or stay competitive in the highly changed business environment nowadays(Annacchino, Marc A, 2003). Although technology plays an important role in the development of new products, the role of marketing should not be underestimated. A result illustrates that companies with a marketing department which has strong capabilities and skills are more likely to be more successful with their new products(Drechsler et al.,2013). Hence this essay will investigate the role of marketing played in the different stages of new product development and launch....   [tags: Marketing, Product life cycle management]

Better Essays
1437 words (4.1 pages)

Essay about Marketing Strategy For A Product Strategy

- Marketing is the key to every organisational involves different strategies to win market place. One of them is product strategy. Product strategy one of powerful tools for organisational success but there may there may be arise many issues according to product strategy. The major problem is not fulfilling the customer’s requirement according to customer needs. The change in the demand of a product affects the decision of product strategy because of change in habit, fashion of customers on the other hand production cost and quantity also effect the marketing because higher cost and quantity leads to higher price as well which cannot be affordable for all customers....   [tags: Marketing, Price, Pricing, Promotion]

Better Essays
720 words (2.1 pages)

Marketing Strategies For A New Product Essay examples

- 1. Market positioning is how a company wants their customers to perceive their product or service in relation to their competitors and what marketing strategies they should adopt to reach this perceptual goal. When developing a market position they select the most persuasive, meaningful and unique points of difference that will allow them to compete for the largest number of potential customers. Some companies develop a 'me too ' strategy and position themselves close to their competitors so prospects can make a direct comparison when they purchase....   [tags: Marketing, Positioning, Shopping mall]

Better Essays
735 words (2.1 pages)

Marketing: Product Loyalty Essay

- Marketing: Product Loyalty The American Heritage Dictionary states the definition of loyalty is, "A feeling or attitude of devoted attachment and affection." (American Heritage Dictionary, 2006). People are loyal to their jobs, their friends, a football team, or even their hair stylist. Some people have particular brands that they purchase from and will not stray to try other brands. This is considered consumer loyalty. For the reasons of affordability, great quality, diverse products and an excessive user of the products, I find my consumer loyalty to be with Kodak....   [tags: Kodak Marketing Market]

Free Essays
1712 words (4.9 pages)