Ch. 7 - Business Marketing

As Gucci has been in operation over the decades, it has experienced dramatic changes, they have had to overcome in order to sustain their competitive edge and to remain as a popular luxury brand

The Gucci Empire now consists of eleven leading brands and varies the channels of distribution for each. The stores are located on expensive high street locations, thus attracting affluent consumers.  The window displays are provocative and the interior has a free flow layout as its visually appealing and allows consumers to browse comfortably.  The décor is rich and classic to add to the atmosphere of the store.  The salespeople are model like, smartly dressed all in black and ready to assist consumers in any way.  Even the security guard is suitably dressed to add to the image

 

Ch. 11- Developing and Managing Products

The image and aura of prestige surrounding Gucci gives added value to the products.  This is created through advertising, innovative designers and the whole experience of buying Gucci.

 

Gucci achieves this in many ways. The stores are located on expensive high street locations, thus attracting affluent consumers.  The window displays are provocative and the interior has a free flow layout as its visually appealing and allows consumers to browse comfortably.  The décor is rich and classic to add to the atmosphere of the store. Even the security guard is suitably dressed to add to the image. 

 

The distinctive Gucci packaging concludes the experience. Gucci has directly operated stores to ensure that they retain control over their products and can build their image around these stores.  About 70% of sales are done in Gucci stores alone. It is also possible to view and purchase Gucci products online, thus reaching a far greater target audience.

Ch. 8 - Segmenting and Targeting Markets

Gucci is more of a demographic segmentation. Mainly, because they target groups by age, gender, income, ethnic background, and family life cycle. In addition, Gucci's target market is affluent, middle to upper class, fashionable, thirty and above individuals that invest in their fashion. 

 

Typically, Gucci tries to appeal to women in their 20’s or 30’s with high quality, fashionable products, and who aspire to be part of the jet set lifestyle.  This image attracts people who feel they can relate to this profile or who wish to aspire to this image

 

Gucci new target market now is kids between ages 5 through 10. There new kids collection is available this fall

 

The importance of the Gucci brand positioning is that is distinctive and has an aura of exclusivity amongst its target audience.  Gucci has a wide range of products ranging from shoes, watches, jewellery, clothes, perfumes, eyewear, baby wear, home goods (including furniture, bedding and wallpaper), luggage, handbags and gifts (even including gadgets for pets) 

 

 

Ch. 15- Marketing Communications

Gucci's does a lot of its promotion through technology as well as charity work.
 In addition, some of these methods are print, internet, and the media. One of their strategies
is to come up with different campaigns and enter in partnerships with different kinds
of organizations all over the world. 

Of course every campaign has their own theme
in accordance to the season its being released in. 

The name brand Gucci is very well
known all over the world and lucky for them it makes their jobs a lot easier and also
gives them a competitive advantage over the competition. 

Ch. 10 - Product Concepts

Gucci's product line is extremely diverse, elegant and broad. .Reason being, is because Gucci offers many different products. Their specialty are belts and bags because that sells the most and is the most popular,  However, their clothing, watches, glasses, jewelry, and perfume are also sort out my customers.

 Gucci products are available for purchase online, department stores and retail stores

Gucci's trademark is their signature 'G" label on all their products. This signature label is the reason Gucci stands out among other competitors and their brand has stood the test of time.

Ch. 17 - Personal Selling and Sales Management

Gucci is a relationship selling company because they're focus is too build a relationship with their customers. That goal is achieved my hiring salespeople who are knowledgeable about Gucci's product, friendly, patience, and honest.

 Furthermore, the salesperson is hands on with the customer, so the customer feels that they're getting the personal attention they desire and every question answered.  

In addition, Gucci gets every customer name, email, and address to send them personal greeting cards on holidays, and birthdays. These types of personal gestures and interaction goes along way with the customer because it makes them feel special.

Lastly, Gucci sales management team helps with the training of the employees, salespeople, marketing, store visiting, grand opening, and inventory

Ch. 16 - Advertising, Public Relations and Sales Promotion

Gucci's goal is to reach customers between the ages of 16 and 60, which means advertising in Vogue, Architectural Digest, Conde Nast Traveler, The New York Times Magazine, Vanity Fair and GQ. Gucci also advertise in all the major life-style and travel magazines

Alex Paige is Gucci's public relation coordinator. Alex spends his days communicating Gucci’s brand. In addition, his responsibility is to make sure all PR bases are covered, and he splits his time responding to Gucci’s international offices, distributing industry news around the office, coordinating sample send-outs to stylists and publications, and managing the general expense budgets for his team.

Gucci sales promotion varies, you can download coupons online and receive a discount, get 20, 30 or 40% off products on holidays, and buy items when they're out of season.  Lastly, you can go to the Gucci's outlet and purchase items at retail price.