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.

Ch. 14 - Marketing Channels and Retailing



Gucci launched its US e-commerce site in 2002.  In addition, the site operates in 17 countries in 8 different languages, while ecommerce is offered in 12 countries. With over 2,000 skus available online the gucci.com site is considered one of the benchmarks of the fashion industry.  Furthermore, Gucci has been successful in attracting new customers is because of the attention paid to the internet. Through the site, Facebook, Twitter and the Gucci App, the brand reaches a growing digitally customer base.

The Gucci Official page on Facebook has over 900,000 fans and is growing steadily. At the end of 2014, the Gucci App, which is updated every two months, counts more than 600,000 downloads and over 1,100,000 updates.

 

 

 

 

 

 

Ch. 6 - Consumer Decision Making

Gucci understands the importance of keeping their customers happy. Therefore, their decision making is paramount. The logo and icons for which Gucci is recognized all over the world continues to expand because of the in-store surveys and high demand from customers.

 

 In addition, each item tell a story, and the customers loves the wonderful narratives behind them. First, it's the iconic bamboo handle of the Gucci’s Bamboo bag that was first introduced in 1947. Second, it is the Gucci’s signature interlocked G belts. Last but not least, is the Gucci’s men and women sneakers collection, that can be worn at a formal affair, or at a sports event.

 

 Keeping in mind of the customer, you can purchase all these items on Gucci's website, globally and internationally. Furthermore, it can also be said that their decision making over the years promoting its business activities, on social media, fashion shows, and endorsements helps create awareness of its products to its customers.

Ch. 5 - Developing a Global Vision

Gucci, Louis Vuitton, Hermes, Chanel and Prada are in close competition. Therefore, Gucci emphasis in the Chinese market is crucial because China is ranked number 2 in buying power. “The future of the world will be profoundly shaped by China’s rush toward consumerism,” says Karl Gerth, an expert on Chinese consumption at the University of California, San Diego.

Interestedly enough, Gucci is faced with consumer issues in major urban city like Shanghai and Beijing, because those customer can afford the luxury brand, whereas, the secondary cities still sees Gucci has a novelty.

Rather than building new stores, Gucci’s new approach is offering entry level leather goods and accessories, in its new locations, than gradually introducing ready-to-wear and other accessories as consumer tastes grows. This way, Chinese consumers at different stages of luxury spending are able to acquire well-suited products from the same brand.

Ch. 4 - The Marketing Environment



Gucci's marketing strategy is quite diverse and caters to every ethnicity. Whether, its rapper "Gucci Mane" (Gucci being his rap name) saying Gucci in his music, or Actor Chris Evans taking a provocative centerfold picture gearing towards the young generation, Gucci spans a broad spectrum. Highlighted below, actress and singer, Jennifer Lopez appeals to the Hispanic American culture, and adding her twins, to make gucci family friendly. And James Franco cruises down the street looking sophisticated. Gucci seems to cover all its bases when it comes to marketing in the fashion world.

Jennifer Lopez



 


James Franco



Chris Evans

Gucci Mane

Ch. 3 - Ethics & Social Responsibility



Gucci donated 1.15 million to UNICEF's ‘Schools for Africa’ after the name of its children’s collection. Founded in 2004 in partnership with the Nelson Mandela Foundation, UNICEF’s ‘Schools for Africa’ helps to increase access to quality basic education for millions of children in Africa. In addition, Gucci emphasis on helping the most disadvantaged girls, orphans, children living in extreme poverty and other vulnerable children. In conclusion, I believe that it's a good marketing tool to help promote their children clothes line. 

Ch. 2 - Strategic Planning for Competitive Advantage

In 2015, Gucci has a new line of belts coming out this fall.  The success of their previous belts make Gucci believe that these belts should fly off the shelf.

In addition, Gucci has the advertising budget to push this through various marketing channels, so it will certainly reach luxury consumers as well as aspirational consumers. Gucci sells unisex, formal, classic and exotic belts 

The different variations of belts helps Gucci sell at the broader scale and enables them to reach an international clientele.  Lastly, Brand ambassador and actress Ms. Bing Bing

appears in the new Gucci ad campaign for the Chinese that will picture handbags, rings, belts and watches from the new and existing collections. The campaign will begin this month and will be shown to consumers in mainland China, Hong Kong and Taiwan.

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

Brief History



Gucci is one of the world’s preeminent luxury brands, recognized the world over for its fashion innovation and impeccable Italian craftsmanship.

 

Ever since Guccio Gucci founded the house in Florence in 1921, the brand has been a destination for the world’s most discerning men and women, representing at once contemporary glamour and traditional Made In Italy craftsmanship. Gucci designs and produces women’s and men’s ready-to-wear, handbags, small leather goods, travel accessories, footwear, fine jewelry, watches, eyewear,

 

As Gucci enters the next century of activity, it’s taking a strong position on corporate responsibility. From sustainability to philanthropy, Gucci is committed to its role in the global community. Fragrances and cosmetics, children’s clothing as well as other timeless lifestyle items.


                       Mission Statement

Gucci's mission statement is that the price is forgotten long after the quality remains