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Essay / Research Paper Abstract
This 10 page paper is written in two parts. The first part examines the past and current marketing practices of Gucci and how the marketing strategy was determined and implemented. The second part of the paper looks at what marketing strategies and practices that may be adopted in the future by considering the target market and how the company can be presented to this market. The bibliography cites 15 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEmkgucci.rtf
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Unformatted sample text from the term paper:
the different seasons. If we look at a well known fashion house, Gucci, which has outlets in many countries we can examine the organisation marketing practices and the way
in which they could develop a future marketing plan. Part 1 When looking at the marketing strategy if any company there are several elements to the marketing mix,
the most common model is the 4 Ps, these include product, price, placement and promotion (Hooley et al, 2003). While we will concentrate mainly on promotion the other elements cannot
be ignored as a part of the marketing mix. For Gucci if we look at the current position there have been mixed marketing practices that have lead to the current
position, some of these have harmed the image but others have aided the exclusivity of the brand. When the company was started
in 1922 when Guccio opened a small company in Florence selling luggage and leather goods. Most of the trade was undertaken with horse riders and the sale of bags (Gucci,
2006). At this stage he wanted to differentiate himself with excellence, the goods he sold were made by the best craftsmen and were somewhat exclusive (Gucci, 2006). The range of
products grew and expanded into luxury luggage (Gucci, 2006). This has been a marketing strategy ever since, but at times when the marketing message was failing of the company was
unable to give the market what it wanted the marketing strategy changed. During the 1980s there were misjudgements in the way the
company was position and the strategy caused a loss of value in the brand caused by the decision to use brand extensions to try and increase sales (Lane, 1995). The
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