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Gucci

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A marketing analysis on Gucci brand.(created 7/1/2017)

Published in: Marketing
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Gucci

  1. 1. 1.Rakibul Hasan 13.01.06.034 2.Md. Mehedi Hasan 13.01.06.064 3.Jubair Ahmed 13.01.06.067 4.Mizanur Rahman 13.01.06.082 5.Zahidul Karim
  2. 2. GUCCI
  3. 3. Startup: Guccio Gucci established a shop in 1921 that sold fine leather goods with classic styling. Gucci's store featured such finely crafted leather accessories as handbags, shoes, and his iconic ornamented loafer as well as silks and knitwear in a signature pattern.
  4. 4. HISTORICAL BACKGROUND 1921 • Foundation of Gucci as a small leather saddlery shop in Florence by the Italian Craftsman Guccio Gucci 1955 • Gucci name is registered as a trademark. 1982 • Gucci shares become listed on the stock market. 1991 • Gucci headquarters move from Florence to Milan • 3 years later moves back to Florence. 1993 • Maurizio Gucci, grandson of Guccio Gucci sells 50% share, ending the Gucci family ownership of the Gucci company. 2004 • Kering formerly known as PPR(Pinault- Printemps Redoute) increases it's share to 99.4% of Gucci.
  5. 5. Logo significance: Aldo Gucci designed the Gucci logo . it is the emblem of luxury, grandeur, finesse and quality. The memorable “double-g” logo of Gucci comprises of the two interlocking, perfectly- executed “G”, inspired by founder name Guccio Gucci. The black color in the Gucci logo represents the dominance, excellence and elegance of the brand.
  6. 6. “Quality is remembered long after the price is forgotten”
  7. 7. Gucci products for men:
  8. 8. Gucci product for women:
  9. 9. Gucci product for children:
  10. 10. Gucci’s customer: • Gucci’s target market has primarily included celebrities, the wealthy, fashionistas and the upper class. • The target audience has now been expanded to include middle and upper-middle class of men, women and children. Men Women Rich
  11. 11. Prices!!  A rough estimate for a “cheap” handbag from Gucci would start at around $595.  A rough estimate for a very high quality handbag was start at around $15,500.  Evening wear shoes would start at around $930.  Sneakers would start around $375.  Woman’s wear clothing would start at around, for shorts and shirts: $790.  Men’s wear clothing would start at around, for shorts: $595 and shirts: $625
  12. 12. Brand Value: • Brand value of Gucci is $12 billion with revenue of $4.3 billion. • Gucci is ranked 44 in world’s most valuable brands in 2016. • It is the top most valuable brand in Italy & second most in world in luxury category. Source: FORBES
  13. 13. 2012 2013 2014 2015 Leather goods 59% 58% 57% 57% Shoes 13% 14% 14% 14% Ready to wear 12% 11% 12% 11% Other 9% 10% 10% 11% Watches 5% 5% 5% 5% Jwellery 2% 2% 2% 2% 0% 10% 20% 30% 40% 50% 60% 70% Global revenue share of Gucci from 2012 to 2015, by product category Leather goods Shoes Ready to wear Other Watches Jwellery
  14. 14. SWOT ANALYSIS Strengt h Strong brand image. Control its distribution channel effectively. Directly operated stores. Has a huge product portfolio. Association with automobile company added brand value
  15. 15. SWOT ANALYSIS (CONTINUED) Weaknes s Has to invest huge money in order to protect & maintain its brand image. Diversified product range, hence has a risk of brand dilution. Instability of its management. Decreasing brand value slowly.
  16. 16. SWOT ANALYSIS (CONTINUED) Opportuniti es Emerging luxury markets in emerging economies Creating competitive advantage in different business segments To target youth segments with stylish designs Creating online shopping facilities for all over the world
  17. 17. SWOT ANALYSIS (CONTINUED) Threat Extremely competitive market Product substitution is easily available Diversified product range.
  18. 18. Competitors :
  19. 19. Gucci Stores: Gucci has 532 stores around the world all of which are directly controlled by Gucci. Each Gucci store signifies its elegancy, style and fashion.
  20. 20. Gucci museum:  In 28 September, 2011 Gucci opened a 1,715 square metre museum charting its history in Florence.  This museum is named as GUCCI MEUSO.
  21. 21. Achievement & Recognition: • International Business Leader & International Accessories Designer by British Fashion Council. • CFDA International Award. 2016 • International Designer Award at British Fashion Awards. 2015 • GQ Designer of the Year • Times best Fashion Award. 2001 • Elle Style Awards’ Style Icon Award.2000
  22. 22.  Gucci has control over its distribution channels cutting out middle men like suppliers and retailers. Gucci has Directly Operated stores.  They have online shopping facilities for their customers to reach their products quite easily. Distribution Channel :
  23. 23. Online Marketing: Gucci has online marketing strategy so that they can reach their valuable customer easily. Gucci has their own distinctive website enabling people to see their products. https://www.gucci.com
  24. 24. Find Gucci on: Facebook Instagram YouTube Twitter Google+ Pinterest Snapchat
  25. 25. Any Question??

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