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Diesel

FINAL PROJECT Prof.Quintano
by

Serendipity 89

on 9 December 2012

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Transcript of Diesel

For successful living Sketches MILESTONES 1978 1990 1991 2000 2008 Renzo Rosso created the Diesel brand choosing the name because its easy to understand , pronounced the same way around the world , and has a rugged feel about it ; at that time Diesel was also considered an "alternative energy" so it was representative of an alternative tastein casual wear Diesel launched its first "For Successful living" advertising campaign, instantly establishing a reputation for innovative marketing The brand's first flagship stores in New York , Rome and London Diesel acquired Staff International, an Italian manufacturer and distributor of international designer labels Diesel is part of the Only the Brave, which also incorporates 55DSL - a brand strongly linked to street wear and urban culture , Staff International - an italian company that manufactures and distributes brands such as Diesel Denim Gallery , Maison Martin Margiela, DSquared2, Vivienne Westwood , Victor&Rolf, Just Cavalli and Marc Jacobs Menswear- and controlling majority of stkes in Maison Martin Margiela and Victor&Rolf. VISION... To create an apparel line perfect for individual people who follow their own unique path in life and for those style-makers who express their individuality by the way they dress " Create tendency rather than follow it" How? MARKET DEFINITION By inventing a new high-end ready-to-wear product with a fresh look , which attracts our young casual wear enthusiastic customers in order to strengthen their individuality and unconventional being. customer groups values customer fuctions Roberto Cavalli Dsquared Vivienne Westwood SKILLS
& VALUES HEDONISM IRREVERENT UNUSUAL PROVOCATIVE CHARMING URBAN CHIC SEXY BUT NOT VULGAR To reach these goals
Diesel develops... Diesel Analysis of the macro environment The market is vast and both consumers and cultures differ from one country to another, even more than within the same country. Let's take into consideration the United Kingdom The two most important segmentS refer to people from 24to34 and to people from 34to55.
The perfect groups
for Diesel. Distribution of the Uk population by age and sex , 2011-2031 61,892,000 30,438,000 31,454,000 7,842,000 7,613,000 15,455,000 MAIN TARGET GROUPS IN DEMOGRAPHIC TERMS The age 15-34 which includes the 2 segments previously analyzed accounts for approximately
15,5 million individuals . ELEMENTS OF
EXTERNAL
ANALYSIS The ready to wear clothes market is one of the most important in our western economy. Jeans are omnipresent there: everyone has at least one in his wardrobe. This clothing has made great strides these past five years. Basic or customized, it remains a symbol of youth and modernity, especially as the cuts offered are very innovative. It works well in all situation of daily life: at home, with friends, at a party and even at work... ! TRENDS The search for particular cuts Images of beauty slim even skinny Jeans ambivalence: practical and fashionable, cool and smart,grunge and luxury, at the same time The search for originality,rarity to stand out Well-being_ to feel good in ones clothes in all situations THE TECHNOLOGICAL ENVIRONMENT The development of the Internet makes it possible for ready-to-wear brands to reach a wider clientele and to increase their market, via on-line retail and their own websites. Diesel's site for example. Comprises 2,000 pages and welcomes a million surfers per month. THE SOCIO-CULTURAL
ENVIRONMENT SPENDING PATTERNS THE ECONOMIC
ENVIRONMENT ANALYSIS MICRO ENVIRONMENTAL company-organizational health suppliers-intermediaries Publics customers ACTORS CLOSE TO THE COMPANY COMPANY,DEPARTMENTS,PROCESSES MARKETING INTERMEDIARIES Sales outlets and distributors The brand chooses its sales outlets carefully.
So as to ensure that its products remain relatively rare and appear only in stores corresponding to their image of luxury. THE ROLE OF DISTRIBUTORS IS CRUCIAL ...People demand unique pieces. The objective of this hyper-production is to give to each season
and each consumer the impression of the "customisation"... a) Inter-segmental competition (BROADLY) COMPETITORS 2) Inter product competition SWOT ANALYSIS DATA ANALYSIS GATHERING
SECONDARY DATA COLLECTING
PRIMARY DATA INTERNAL DATABASE
INTEGRATED MARKETING PROGRAM
MARKET VALUE ABND FORECAST
INDUSTRY OVERVIEW
FASHION BLOGS,RELATIVE EVENTS,MAGAZINES IN-DEPTH ANALYSIS
PERSONAL INTERVIEW
QUESTIONNAIRES
RESULTS OF PRIMARY RESEARCH SECONDARY RESEARCH EXTERNAL SOURCES SECONDARY RESEARCH INTERNAL SOURCES DATA MINING INTERNAL
DATABASE PRIMARY RESEARCH Questionnaires Do you know the brand Diesel? When you decide to purchase an item from the Diesel brand do you have a specific budget? How many Diesel products do you know? PRIMARY RESEARCH Questionnaires How do you like the decor and ambiance of the Diesel stores? Have you ever left a Diesel store without buying everything? Does the products range of Diesel seem sufficient? I have conducted the questionnaire with the aim of investigating the brand/products awareness,the price perception, the efficiency of the marketing mix strategies. As a result I found that :
-Diesel brand and products are known enough
-The product range is more than sufficient (98%)
-Consumers are conscious of the price/quality ratio existing in Diesel products and for this reason 40% of them are willing to spend up to 3000 Euros to buy a Diesel product.
-Consumers seem to appreciate the stores, their ambiance,decor and equipment. RESULTS AND
COMMENTS SAMPLE:
120
(MEN/WOMEN; 18-35y STRATEGY FOR GROWTH MARKET DEVELOPMENT PRODUCT DEVELOPMENT DIVERSIFICATION road to road to VALUE DISCIPLINE TARGET CUSTOMERS TARGET CUSTOMERS STREET/STICKERING MARKETING BUZZ MARKETING STEALTH MARKETING VIRAL MARKETING LOCAL MARKETING GUERRILLA MARKETING RECOMMENDATIONS From market segments
to strategic segments CHECKLIST FOR MARKETERS
ON THE 3 V'S KUMAR APPROACH VALUE PROPOSITION VALUE NETWORK MARKET SEGMENTATION
STRATEGIC VALUED CUSTOMERS 3.False Young (40-60) 1. Diesel Kids (2-8 and teens 6-14) children of couples with strong purchasing power or whealty families and also teenagers that save up their money to afford the high price tag for fashionable jeans,loving fashion and thrill of exploration and wanting to stand out among their peers diesel value customers 2. Fresh adults (18-35) young,active and urban people with average incomes and significant purchasing power,seeking originality more than fashion Because of its size , gorwth rate and actionability, this target group is the most suited for Diesel's sales and profits objectives mature,helite customers, with higher disposable incomes, who feel still young and are also stylish. They prefer the luxury line representing in this way a challenge for Diesel to legitimize its label in the luxury market. Unhappy (potential) customers I want but I can't People with limited spending patterns who are fashion-addicted but are not willing to pay a price too high, thus move to low price competitors UNEXPLOITED OPPORTUNITIES AND WEAKNESSES FOR DIESEL LOSS OF POTENTIAL
PROFIT SOURCE INCREASED POWER
FOR "FAST FASHION"
COMPETITORS TOO HIGH 2) VALUE PROPOSITION Renzo Rosso, Founder and President of Diesel IS IT POSSIBLE TO DELIVER AND EARN PROFITS? VALUE NETWORK YES BUT HOW? Increased brand equity
(2 billion)
Increased CLV Increased sales volume and profits CUSTOMER
SATISFACTION "Fit your attitude"
2012 campaign COHERENT
DELIVERING CUSTOMER ORIENTED
DELIVERING CUSTOMER PERCEPTIONS COMPLIANCE MARKET VOICE CUSTOMER INTIMACY PARTICIPATION MICRO
MARKETING SPONTANEOUS
-SHANGAI SEXY
-TOKIO CHIC
-PARIS FREE SPIRITED
-MILAN CONFIDENT
-NEW YORK HIGH VALUE PRODUCTS SOLD IN HIGH
EXCLUSIVE STORES HIGH PRICE=HIGH QUALITY UNCONVENTIONAL CLOTHES PROMOTED BY UNCONVENTIONAL ADVERTISING TURNOVER : 477.741.966 <<Alessandra Capogrosso 644871>> VALUED CUSTOMERS INTERNATIONALIZATION >Thank you! :)
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