Executive Summary This paper examines the brand management of Gucci‚ as one of today’s most prominent luxury brands. Based on literature it first looks at definitions of luxury and luxury brand equity as an expression of dream value. Then it explores the identity‚ brand building‚ brand architecture‚ brand stretching and strategies Gucci follows in each of its segments. In the light of the latest recession‚ it looks at the response strategies of the brand and sheds light on the communication challenges
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Company Profile Gucci group is one of the world’s leading multi-brand luxury goods companies. Thanks to a clear strategy and a set of unique competitive advantages‚ the group has developed and strengthened a prestigious brand portfolio‚ broad product range and extensive geographical presence worldwide. The group well balanced brand portfolio includes prestigious and clearly identified luxury brands with a distinctive‚ specific role. Gucci‚ Bottega Veneta and Yves Saint Laurent are the engines
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Gucci Group N.V. (A) Case Study Prepared by: Garcia‚ Alexie Dharren Lim‚ Irish Barbara Menor‚ Leanne Fiel Pagaduan‚ Jan Edward Romblon‚ Allan Genesis BSAT-4D MWF 8:00-9:00pm C306 Prepared for: Mr. Renante T. Timajo‚ MBA December 5‚ 2014 A. Point of View In this case study‚ we are using the point of view of a CEO in Gucci Group N.V. (A). We chose this standpoint because we are viewing deeply into the strategies of the company. We examined the company according to the past events‚ decisions
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Explain what promotional Mix is and what each thing does. Promotion mix elements are advertising‚ sales promotions‚ public relations‚ personal selling‚ and direct marketing. Promotion mix is when a company’s promotion strategy focuses on more than one element‚ so the challenge is to integrate these different communication tools in an effective way. To be sure promotion mixes works with the overall marketing mix‚ thereby combining elements of promotion with place‚ price‚ and product to position
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A PROJECT On AMUL ICE CREAM SALES AND PROMOTIONAL STRATEGY OBJECTIVES OF THE PROJECT ➢ To know awareness of people towards Amul Prolife & Ice cream . ➢ To know in which segment ice cream are mostly like/preferred. ➢ To know which advertisement tool is mostly preferred by people. ➢ To know the preference of Amul ice cream with comparison to other competitive brands. ➢ To know the factors which affects consumer’s buying behavior to purchase prolife & sugar free ice cream
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Financial situation of Gucci Gucci is the main company of the Gucci group. This is clear if we analyze the participation of Gucci in the overall financial results: 67% more or less. Taking in consideration the operative results the participation is even higher because we are around 90% with a value of 618 million of euro over 692 millions in total. These results are obviously affected by the recent crisis started in October 2009 that has affected the economy as a whole. One of the main aspects is
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What is Promotional Marketing? Promotional marketing is a business tool that is designed to pull customers to buy the products of a company. Generally‚ promotional marketing is carried out by companies to launch their products or attract more potential customers. Before devising any strategy for promotional marketing‚ firms must ensure that they allocate a budget to the promotional marketing and set a target that gives them maximum return on the invested money. Read more on successful marketing
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world‚ such as: Versace‚ Chanel‚ Prada‚ Louis Vuitton‚ Dior and Armani. Concerning the Italian market‚ I found interesting to analyze Versace Prada and Bottega Veneta as main competitors of Gucci and analyze the points in common and the differences. First‚ all these brands belong to an Italian heritage‚ even if Gucci and Prada were founded much earlier than Bottega Veneta (1967) and Versace (1978). We can say that they all are luxury brands‚ with a price range that goes from about 200 € to 15.000 €‚
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1881 Guccio Gucci was born to a family of a straw-hat maker in Florence‚ Italy. As a teenager he was an immigrant in London. At the end of the 19th ad the beginning of the 20th centuries London attracted a lot of creative and progressive people because it was one of the biggest megacities with urban infrastucture‚ industrialization and population over one million. Gucci was impressed with the luxurious luggage he saw urbane guests bring with them. 1921 Guccio establishes his own store ‚ that
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various users segments of AntiRabies Vaccine with specific reference to brand RAKSHARAB from Indian Immunologicals Limited in Canine Practicing in India Dr. Bimal Kumar Choudhuhry & Ms.Sinorita Dash 20 4 Order-splitting vs. the postponement strategy for a third-party managed global supply chain Damodar Y. Golha: Haworth College of Business‚Western Michigan University Snehamay Banerje: School of Business – Camden‚ The State University of NJ 55 5 6 Forecasting practices in agrochemical
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