Versache International marketing
International Marketing Assignment
1.0 Introduction
Gucci was founded in Florence, Italy since the year 1921 (90 years ago) and is one of the world’s leading luxury fashion brands. Its Target Markets include women, men and children 0 to 8 years of age and their products are positioned to be high quality goods which are sold at premium prices based on the type of good that is being sold to the Target Market.
The Gucci Brand operates in the following areas – Africa and the Middle East (11 countries), Asia (14 countries), Australia (2 countries), Central America and the Caribbean (3 countries), Europe (22 countries), North America (3 countries) and South America (1 country). This represents a total of 56 countries where the Gucci Brand operates.
Its major competitors in the luxury fashion brand industry include companies such as Louis Vuitton (France, 1850s), The Hermès Group (France, 1830s), Prada (Italy, 1910s), Chanel (France, 1900s) and Cartier (France, 1840s). These brands have been established for many years and have been competing over their time in existence.
TARGET MARKET
POSITIONING
SEGMENTATION
Women, Men and Children
Its positions as the ultimate luxury brand very high end and exclusive as well as renowned for quality. Many celebrities endorse the products as well are seen wearing or using Gucci. Gucci has become synonymous with elegance, sophistication and desirability.
The only form of segmentation that applies to Gucci is concerned with income levels and persons ability to afford the product basically the pricing of the product places the product in a certain segment whereby its is only affordable to a certain sector of society based on income levels so in that way the product is positioned and geared towards wealth individuals looking for exclusivity
2.0 Answer to Question 1: Evaluation of the extent of standardization
The ethnocentric approach is one whereby the general attitude of a firm 's senior management team
1.0 Introduction
Gucci was founded in Florence, Italy since the year 1921 (90 years ago) and is one of the world’s leading luxury fashion brands. Its Target Markets include women, men and children 0 to 8 years of age and their products are positioned to be high quality goods which are sold at premium prices based on the type of good that is being sold to the Target Market.
The Gucci Brand operates in the following areas – Africa and the Middle East (11 countries), Asia (14 countries), Australia (2 countries), Central America and the Caribbean (3 countries), Europe (22 countries), North America (3 countries) and South America (1 country). This represents a total of 56 countries where the Gucci Brand operates.
Its major competitors in the luxury fashion brand industry include companies such as Louis Vuitton (France, 1850s), The Hermès Group (France, 1830s), Prada (Italy, 1910s), Chanel (France, 1900s) and Cartier (France, 1840s). These brands have been established for many years and have been competing over their time in existence.
TARGET MARKET
POSITIONING
SEGMENTATION
Women, Men and Children
Its positions as the ultimate luxury brand very high end and exclusive as well as renowned for quality. Many celebrities endorse the products as well are seen wearing or using Gucci. Gucci has become synonymous with elegance, sophistication and desirability.
The only form of segmentation that applies to Gucci is concerned with income levels and persons ability to afford the product basically the pricing of the product places the product in a certain segment whereby its is only affordable to a certain sector of society based on income levels so in that way the product is positioned and geared towards wealth individuals looking for exclusivity
2.0 Answer to Question 1: Evaluation of the extent of standardization
The ethnocentric approach is one whereby the general attitude of a firm 's senior management team
References: Terrence E. Deal, Allan A. Kennedy, Corporate Cultures, Perseus, 2000 John Kotter, Corporate Culture and Performance, Free Press, 1992