For an above-the-line approach Diesel gave unsigned new bands an opportunity to have their music heard through their on-line radio station Diesel:U:Music which it’s choices of music are chosen by the resident DJ – The impact being that the Diesel team saw music as an inspirational part of that lifestyle and realised that exploring new music and artists was all a part of trying something different and experimenting with the unusual. Also the launch of their campaign with the phrase ‘Be Stupid’ – The impact was this was chosen through Renzo Rosso taking the stupid move to make jeans that he wanted to wear all those years ago, then took an even more stupid move of trying to sell those jeans to other and are now being enjoyed by millions of people around the world now to enjoy.
For below-the-line approach it’s always about engaging with the customers as opposed to selling at them, in having a two way conversation with the customer as to going against them with a one way speech, making it an enjoyable experience for the customer, making this an Indirect sales promotion.
Diesel gel the boundaries between to two approaches by combining both expensive activities like Radio and inexpensive activities like indirect sales promotion such as point-of-sales displays.
Diesel:U:Music is regarded as an above-the-line approach. It is part of a global music support collaboration along with an on-line music radio station allowing new music and artists to have their music heard and to have an opportunity to have their talent recognised.
Premium pricing strategy advantages and disadvantages:
Considering the distribution strategies mentioned in the case study, what might be the outcome if Diesel adopted an intensive distribution method…… If Diesel were to sell their products at a low affordable price they would gain a wider share of the retail market, not everyone buys a product through the experience they had when in...
Please join StudyMode to read the full document