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.