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GUCCI Case Study
International Marketing
October 3rd, 2003 AUBRY, Marine
Mr. ... What is GUCCI’ s formula for marketing luxury
2. ... How should Gucci plan for such markets? ... What would you recommend to GUCCI regarding the product-line assortment, promotions, and advertising in its major markets in Asia, Latin America, North America and Europe? ... What is GUCCI’ s formula for marketing luxury goods?
GUCCI manages all its marketing activities from its offices in Florence. ...
• Advertising Campaigns
Gucci makes an effort to maintain its image and to reach its potential customers on time by coordinating ad placements with product deliveries and international fashion calendars. ... Much has been said about Gucci’s current line of advertisements. ...
However, not all of Gucci’s ads are as explicit as the “g-spot” ad mentioned above. ... Described as a product in itself, the Gucci catalog was predicted to generate interest that went beyond the typical catalog. ... Despite the fact that the Gucci catalog came with a cover price of $5, the company believes that the use of this kind of Direct Marketing will again enhance Gucci’s image and support customer loyalty. ... How should Gucci plan for such markets?
As it can be inferred from the text, those markets that are likely to represent an oportunity for GUCCI are mainly located in Asia and Latin America. ...
Not only the Japanese market appears as a great opportunity for the future of Gucci but also the rest of the Asian countries markets. ... In order to plan for these markets trends, it must be taken into account that these economies are now experimenting a slow developpement and that, although sales are increasing, there is an important part of these´s countries population that are not able to afford Gucci´s goods, and will not be able to do it in coming years. ... Thus, GUCCI should foccus on an action / control managment. ... What would you recommend to GUCCI regarding the product-line assortment, promotions, and advertising in its major markets in Asia, Latin America, North America and Europe?
GUCCI is a leading world known brand whose identity is strong enough to communicate a style, a trend and an image to any international market. Thus GUCCI enhances its image and personality by creating a unique identification. Although the company must take into account the several differences among its different markets, it is absolutely necessary to show a general image that permits the customer identify any GUCCI product with the brand itself.
Approximate Word count = 1998
Approximate Pages = 8
(250 words per page double spaced)
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