marketing mid exam example mba itb

8/9/2019 Marketing Mid EXam EXample MBA itb

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1.Value Proposition of Gucci

Gucci sebagai merk perusahaan fashion premium menawakan produk dengan kualitas terbaik,ekslusif, anggun, dan tak lekang oleh waktu. Tidak hanya itu produk dari Gucci juga di asosiasikan

sebagai lambang gaya hidup kalangan atas atau elit. Jika dikaitkan strategi bisnis dan produk

positioning Gucci sejak lama berhubungan dengan kalangan elit seperti Jackie Kennedy ,Audrey

Hepburn yang merupakan fashion icon belum lagi hubungan Gucci dengan para designer ternama

seperti Tom ord membuat perusahaan ini dapat mempertahankan citra sukses di pasar barang

mewah. The products positioning, pricing, presentation, distribution and packaging along with fine

customer ser!ice at their stores creates an e"perience and connection to the brand that distinguishes

them from their competitors.

2.Segmenting, Targeting, and Positioning of Gucci

STP Description

Segmenting Demographic# The main age frame for the target market target is not specifically

mentions but it will be the working people which are around $% years old and

abo!e and they will ha!e a high purchasing power. This is because the Gucci&s

!ery related with lu"ury fashion branded and definitely the price is e"pensi!e.

Psychographic: 'onsumer that purchases this brand will most probably spend

their time or ha!e a lifestyle of continually purchasing the goods. or this

segmentation the consumer&s personality will be those people who need this brand

for their status.

Geographic : Gucci would target on the cities area more than rural area. This is

due to the high consumption power and high standard li!ing, at case Gucci

lagship stores established in the premier shopping districts.

Targeting 'onsumer (ho ha!e high income, enthusiastic with the fashion, recognition of

high social status.

Positioning They positioned themsel!es as a global lu"ury brand which connect it withe"tra!agance, prestige, and elitism.

3. ar!eting i" of Gucci #$P% & General conditions


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Product

)roduct is a main type of marketing mi", )roducts offered are numerous and !aried, although a!ariety of products offered Gucci but they ha!e character and classy.

)roduct line up of Gucci #

(omen# Handbags, *hoes, (allets, +elts, *mall Accessories, Technology, uggage -

Tra!el, ifestyle bags, !ening (ear, /eady to wear, Hat - Glo!es, *car!es - shawls,

ine jewelry, *il!er - fashion jewelry, (atches, *unglasses, fragrance.

0en # *hoes, +elts, (allets, *mall Accessories, uggage - Tra!el, Hat - Glo!es,

Technology, +ags - +usiness, *unglasses, /eady to wear, *uits - Tailoring, ormal wear,

Ties, *car!es, ine jewelry, *il!er - leather jewelry, ragrance, (atches.

Kidd # ashion for baby girl, +aby boy, +aby shoes, +aby accessories, 1iaper bags,

accessories for mom, Jewelry, 2ewborn shop, Girls 3456$7, +oys 3456$7, Toddler *hoes,

Kids shoes, Kids accessories, Kids tra!el, Kids fall, Kids ski shop.

Price

Another element of marketing mi" is price. 8The pricing policy that a business chooses is often a

reflection of the market at which it is aiming8. or instance, in the jacket line up we can find the

cheapest one 396:%5 *tretch !iscose bolero shrug7 that aim for baby segment and the most

e"pensi!e one396;%


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Gucci is always opened his flagship stores in major cities which has premier shopping district and

!ery depend on high consumption power and high standard.

$. ar!eting i" of Gucci #$P% & 'rand Sta(ilisation phase 1))*&1)))

Product

To ma"imi>e product control, Gucci terminated or bought5back o!er 6

marketing mid exam example mba itb

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