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Class
: YP 52 B
ID
: 29114409
What are the Segmenting, Targeting, and Positioning of Gucci? Provide your supporting
analysis.
Segmenting
Gucci is positioned in the premium and luxury market segment.
Targeting
Guccis target market are celebrities, fashionistas and the upper class (rich people). Because their
target like and love with luxury goods, Their current customers are both male and female ages
between 20-50 years old. But not, they also added a new target, there is childrens collection, the
new target is to increase profit.
Positioning
Gucci was positioned for people who wants luxury fashion products.
3. What is the Marketing Mix of Gucci Product? Provide your supporting analysis.
Product
Gucci has many products, the products such as women products, men products, kids products, gifts
products, beauty products, and many more. The products like hand bag, shoes, watches, make up,
wallets, belts, fashion collection, etc. why Gucci make many products? Because Gucci is a luxury
brand, so many people like with Gucci Products. And wearing Guccis product is a pride.
Price
The Guccis price range is $200 - $23.000. the price is expensive. Because Gucci is a luxury
product, although the price is expensive, but many people still interested with the Guccis products.
Place
Gucci have store area and website for online shopping. The store is expensive and luxury, because
Gucci is luxury products so the store must luxury too. Gucci also have website for online shopping,
because many people wants to buy Gucci product, but they lazy to go to store area, so the website is
alternative.
Promotion
Gucci promotion the product at:
Social media
Fashion show
Iconic model
Webstore
Fashion party
TV commercial
Magazine
Place
acquisitioned
luxury
and
marketing
bought
Gucci
communicati
Belgium,
product
ons platform
Korea,
control
of
design and
price
Promotion
establish
etc
franchise
in
Italy,
Taiwan,
manufactur
e
achieved
venture
create
joint
control
store
balanced
Singapore
product
Malaysia
in
and
portofolio
for a luxury
brand
create
luxury
brand
consumptio
n
Multi-brand Acquisition Phase
Product
Price
gucci
had
premium price
Promotion
support
Place
Gucci already
transformed
womens
have
181
from
RTW
stores
and
their
single brand
collection
status
2001
to
become
in
operated
multibrand
luxury goods
group
Gucci Group Consolidation Phase
Product
Price
to manage
premium price
Promotion
Place
coordinated in
effectively
portofolio of
focused
brands
manner
which
each
highly
will
social network
be
etc
store
online store
unique in its
brand image
and
values,
while
leveraging
the
shills
and
infrastructur
e
of
the
enlarged
Group
5. In accordance with the Brand Equity Model, what stage(s) to be emphasized in the stabilization
phase, acquisition phase, and consolidation phase? You can choose each of the Brand Asset
Valuation Model, Brand Dynamics Pyramid, and Brand Resonance Pyramid.
Brand Resonance Pyramid of Gucci
6. Related to the brand leveraging secondary association, what were activities undertaken by Gucci
in each of the phases?
Gucci stated that their success would depend on their ability to manage
effectively a portfolio brand, which would be unique in its brand image
and values, while leveraging the skills and infrastructure.
7. In terms of Branding Strategies of Gucci, what choice(s) undertaken by Gucci among
alternatives of Individual Brand names, Corporate umbrella or corporate brand names, or
Corporate name combined with individual product names and why? Provide your supporting
analysis.
At first phase, Gucci was qcquired its watch license, the Severin Montres Group and renaming
the company to Gucci Timepieces. The licensee acquisition, motivated to ensure that products
line were consistent with the Gucci brand image and quality.
At the second and third phase, Gucci use Individual brand names. There is no modification for
acquired brand. The acquired brand names still used in order to get the positive benefit from
each brand names. Gucci believed that it had the requisite skills to advantage each category of
acquisition and that intra-group synergies would provide positive benefits for the group as a
whole.
8.
What can you suggest to Gucci in term of Marketing Research to be conducted to help
restructure the company?
Gucci must define the problem, decision alternatives and research objectives. Gucci must be
careful with that. After that, Gucci must develop the research plan and collect the information
about consumers, market, and rivals. Then, Gucci must analyse the information about consumers,
market and rivals. By knowing the data, Gucci should improve the quality and
product development to become a market leader. And finally, Gucci must make the
decision about the marketing research.