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1) The document presents a marketing presentation on the luxury brand Gucci. It discusses Gucci's history, marketing strategies, and success. 2) Gucci was founded in 1921 and is now a global luxury brand known for creativity and high quality Italian craftsmanship. 3) The presentation analyzes Gucci's marketing mix, brand loyalty, segmentation, targeting, and positioning. Key strategies include influencer marketing, celebrity endorsements, and preserving cultural heritage in products and campaigns.

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Kriti Dhital
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23 views

Script

1) The document presents a marketing presentation on the luxury brand Gucci. It discusses Gucci's history, marketing strategies, and success. 2) Gucci was founded in 1921 and is now a global luxury brand known for creativity and high quality Italian craftsmanship. 3) The presentation analyzes Gucci's marketing mix, brand loyalty, segmentation, targeting, and positioning. Key strategies include influencer marketing, celebrity endorsements, and preserving cultural heritage in products and campaigns.

Uploaded by

Kriti Dhital
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 8

Hello everyone, Welcome to my Marketing Dynamics Vlog

presentation on the luxury brand Gucci. Firstly, I would like


to start the presentation with a brief introduction to the
concept of marketing. Philip Kotler, also known as the
father of marketing has described Marketing as “The
disciplined task of creating and offering values to others
for the purpose of achieving a desired response. It is a
0social and managerial process by which individuals and
groups obtain what they need and want through creating
and exchanging products and value with other.” (Kotler,
1972). On the other hand, there is a more straightforward
definition from the UK based Chartered Institute of
Marketing (CIM) which defines marketing as:'The
management process responsible for identifying ,
anticipating and satisfying customer requirements
profitably'.

[next slide]
Among the numerous marketing concepts that we have
come across in this Marketing Dynamic module, I will be
covering the three concepts mainly; Marketing Mix-4Ps,
Brand Loyalty and Market Segmentation, Targeting and
Positioning for Gucci.
First I will be briefly introducing the company. Gucci is a
luxury fashion brand that is popular for its creativity and is
one of the oldest companies in the luxury fashion industry
having being found by Guccio Gucci in 1921. After more
than 100 years later, Gucci is one of the most influential,
innovative and progressive companies in the fashion
industry with a completely different brand from the one
that was created by the founder. The company has
continually redefined luxury and positioned itself as a
leader in the global fashion market and its products have
been recognized as the perfect representation of the best
Italian craftsmanship due to their high quality and prestige.
[Next Slide]
Now lets dig deeper about the company from the lens of
marketing mix- the 4ps.The four Ps of marketing are still
widely used today by marketers and companies to
advertise their goods and services which stands for
product, price, promotion and place.

Starting with the products of gucci, it offers wide range of


luxury fashion products which include, Accessories,
footwear, clothing, eyewear, fragrances, jewelry, watches,
beauty products. Among these, the most famous one
among the customer is the Gucci Stuart Hughes Belt.
Moving to the price, Gucci mostly offers premium-priced
products. The price of their apparel depends on the quality
of the fabric and the level of work done on them.
Furthermore, its prestigious brand name has a standard
precedent that allows the company to command over the
prices. However, from time to time it also offers occasional
discounts to target the younger audience. The company
also uses value based pricing indicating their prestige and
quality.
In regards to the promotion, the company heavily uses
influencer marketing and celebrity endorsement as a part
of their marketing strategy. In recent years, celebrities like
Blake Lively, Charlotte Casiraghi, Victoria, and David
Beckham have promoted the interests of the brand by
simply adorning the Gucci fashion. It also collaborates with
big fashion shows and events with their limited edition
release to trigger curiosity among the customers. With the
use of online content and story telling, Gucci’s advertising
campaigns features visually-rich content that showcases
the brand’s campaigns and collections
Talking about the Place, The company has a global
presence with more than 500 stores across the United
States of America, Australia, Europe, Asia, and the Middle
East which are located in high end locations with classic
interiors, unique designs and relaxing ambience. They
also have 25 plus online stores to boost the online sales.
[Next Slide]
Moving on to the brand loyalty, Gucci has created a
unique and unmistakable brand identity that stands out
from the competition. Brand has been linked to ‘Made in
Italy’ – a synonym for art and fashionGucci’s success is
also due to its effective marketing campaigns, which have
consistently focused on creating an aspirational lifestyle
for its customers and the brand is often known as the
master of influencer’s game. At the BRIT Awards, Harry
Styles stole the show with his vintage Gucci Look and
managed to grab everyone’s attention. It was Grace Kelly
who inspired the signature Gucci floral print everyone
loves. Due to the company’s commitment to modern and
luxury lifestyle, there is a hard core brand loyalty among
the customers. Gucci resonates with the emotion of being
eclectic and free-spirited that resonates with the target
audience.
[Next Slide]

[Next Slide]
Moving to their target market, they are theRenowned
celebrities from all over the world, the wealthy upper
middle and upper class. Also, Individuals who are more
prone to believe in exclusivity in shopping where not
everyone will have the same style as you.
Predominant market: Young girls and women who are
fashionable in terms of being classy, glamorous and bold
[Next Slide]
The competitors list is huge, however, on the positioning
we can observe that the biggest competitors are Fendi,
Prada, Balenciaga, Versace, Chanel, Dior, Saint Laurent,
Dolce and Gabbana, Louis Vuitton and Burberry. Even
with all the competitors being equally good on what they
do, Gucci had a successful 2019 and was even called the
most popular brand in 2019 by Vogue. Gucci offers
products with excellent quality, it’s great marketing via
social platforms and it’s influence among millennials are
guaranteeing Gucci the throne and if the company keep
on investing on the right things as it is doing, this
popularity and success won’t go away anytime soon.
[Next Slide]
From the analysis, we can conclude that Gucci has
successfully proved the power of strong branding and
differentiation in the competitive market. Its success is
due to the brand’s unique strategies, which have propelled
it to become one of the world’s most recognizable luxury
fashion labels.
Similarly it has taught the importance of preserving the
culture to maintain brand loyalty as
Its marketing activities are mostly related to shaping the
brand into more cultural and historical than other brands
telling stories. For example, due to the geographical
location, many cultures of Italy and Greece are similar.
Hence, Gucci once designed a Dionysus bag which was
inspired by the Dionysus Greek mythology and made
customers pay more attention to the cultural connotation
of the product by means of fairy tales.
Considering the fact that the company is more than 100
years, it has been innovative and creative in its marketing
efforts every year. For example, Gucci cooperated with
many young European illustrators and street artists to
attract the younger generation, especially with the concept
of experiential marketing. For its new Spring/Summer
2018 campaign, Gucci traveled through time, for a
campaign that mixed both ancient and futuristic
references.The brand had collaborated with Spanish artist
and illustrator Ignasi Monreal to create a series of
paintings, inspired by classic artworks, which placed
designs from the collection in surreal tableaux.
Lastly it has proved the importance of influencer marketing
in this digital world. Gucci has made sure to be seen on a
bevy of style icons including Harry Styles, Kate Moss, and
Rihanna – all millennial favorites as Celebrities have
always been the ultimate validation for luxury brands. For
its 2021 campaign, Gucci featured a hoard of celebrities
such as Harry Styles, Serena Williams, and Dakota
Johnson to do a ‘talk show’ called The Beloved Show with
James Corden which was a massive success.
With this, I would like to end my presentation. Thank you
so much for patiently listening to me.

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