Diesel Marketing Mix

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Marketing Mix

Name:Rachel Scullion
Date of Submission: 28th March 2012
Module: Marketing practice

Table of Contents

Aim of the report
Introduction
Company background
Marketing mix
Product
o Product definition
o Product categories
o Product classification
o Product life cycle
o Branding
o Packaging
Price
o Definition of price
o Pricing strategies
o Examples of products and prices
o Pricing in comparison to competitors
o Pricing discrepancies
o Pricing methods
Place
o Definition of Place
o Channels of distribution
Indirect and direct
o Marketing channels
o Intermediaries
o Physical distribution
Promotion
o Definition of promotion
o Steps in the marketing communication process
o Promotional mix
o Celebrity endorsement and sponsorship

Conclusions
Recommendations
Bibliography

Aim of the report

The aim of this report is to analyze the marketing mix of a company, using the following headings: Introduction
Company background
Marketing mix
Product
o Product definition
o Product categories
o Product classification
o Product life cycle
o Branding
o Packaging
Price
o Definition of price
o Pricing strategies
o Examples of products and prices
o Pricing in comparison to competitors
o Pricing discrepancies
o Pricing methods
Place
o Definition of Place
o Channels of distribution
Indirect and direct
o Marketing channels
o Intermediaries
o Physical distribution
Promotion
o Definition of promotion
o Steps in the marketing communication process
o Promotional mix
o Celebrity endorsement and sponsorship

                                                                                                                                                                                                                                                                                                     

                                                                                                                        Introduction

This essay on Marketing mix is worth 30% of my Marketing module, I am going to construct a report to analyze the marketing mix of a company. The company that I chose to do is Diesel, They are an international clothing company ranging from women’s wear, men’s wear to accessories, and I am going to look at Product, Price, Place and Promotion While doing this project I am going to research the Diesel company using the Internet, I am going to look at websites such as www.diesel.com, www.wikipedia.com and any other sites I come across that will help me with information on the company. I will then construct the essay using Google docs and Microsoft word.

Company background

Beginning as a company focused on making quality clothing, Diesel has become part of the youth culture worldwide. Diesel is an innovative international design company, producing a wide-ranging collection of jeans, clothing and accessories. Diesel is a leader in pioneering new styles, fabrics, manufacturing methods and quality control to guarantee an outstanding product. The company is present in over 80 countries with over 5,000 points of sale and more than 300 monobrand stores (200 of which are company-owned and the rest in partnership with local distributors). When Renzo Rosso founded the company in 1978, he wanted it to be a leader, a company that took chances and carved out a niche for itself in its field. He surrounded himself with creative, talented people - innovators who, like him, rejected the slavish trend following typical of the fashion industry. He wanted to create the most dynamic and imaginative product available anywhere: he gave his open minded design team broad stylistic freedom, and their mission was to create an apparel line perfect for independent people who follow their own unique path in life and for those style-makers who express their individuality by the way they dress. From the very beginning, Diesel's design team, headed by Creative Director...
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