Topics: Marketing, Brand management, Market Pages: 3 (930 words) Published: December 15, 2012
1. Describe and evaluate giordano’s current positioning strategy 2. Should giordano reposition itself against its competitors in its current and new markets, and 3. Should it have different positioning strategies for different geographic markets?

Giordano’s current positioning strategy:
Giordano’s current positioning strategy is value for money or quality merchandise at affordable prices. That’s differentiating their products compare to other rivals. Moreover they put their service different with high level of service provided to customer, their sales staff is dedicated, ever smiling, well mannered and helpful. Those positioning strategies were success due to filling a gap in the market for trendy, yet reasonably priced unisex apparel, reinforcing the positioning with the appropriate marketing communications and the delivery of quality service.

Giordano reposition itself against its competitors in its current and new markets: The possibility of changing current positioning in the light of developments in the industry, particularly with respect to consumers’ desire for trendier fashion, as well as the increase in the number and strength of competitors should also be discussed. For instance, students could critique the firm’s interpretation of these trends and its subsequent decision to upgrade its image and capture the up-scale segment. Obviously, this move may cause problems with its current core target segments. This was apparent from the failure of its Giordano Ladies’ venture, because the positioning strategy failed to differentiate the up-scale segment from the value-conscious segment. Giordano has fought hard to establish its brand name for its value-for-money proposition, but it is also because of its established branding that Giordano cannot easily change its positioning. However, it can be seen that Giordano took measures to avoid the problems of brand dilution, and to overcome its apparent difficulty in moving consumers’...
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