This document discusses Giorgio Armani's brand positioning, marketing strategy, and competitors. It analyzes Armani's brand portfolio which includes several luxury and masstige lines. The case explores issues around differentiating masstige and luxury brands as well as managing brand architecture and the risks of brand failure across different tiers. Recommendations include potentially extending certain brands to new markets while maintaining the luxury image.
COMPLETE IN DEPTH STUDY ABOUT THE BRAND ARMANIPOOJA
The presentation covers all the aspects of the brand from the strategy followed by it example umbrella branding strategy,brand presence in various fields,noticeable collection etc.
COMPLETE IN DEPTH STUDY ABOUT THE BRAND ARMANIPOOJA
The presentation covers all the aspects of the brand from the strategy followed by it example umbrella branding strategy,brand presence in various fields,noticeable collection etc.
Case Study focused on iconic luxury brand, Tiffany, detailing the relevance of its brand identity and what it has come to represent. Introduced social media initiatives to create awareness, engage audiences and build community.
•The study also considered financial instruments for hedging overall risk under changing economic conditions.
Studio sul posizionamento digitale di quattro brand del Gruppo Max Mara (Max Mara, Max&co., Marella e Pennyblack) e due competitor (Liu Jo e Pinko).
L'analisi si basa sulle conversazioni sui social network rilevate nel periodo 1-14 Ottobre 2014.
Critical and in-depth analysis of the brand and its characteristics with particular emphasis on the strategy adopted by the new Artistic Director Alessandro Michele.
Key points:
- Why is Gucci a disruptive brand? (3 main pillars)
- Why is Gucci a luxury brand?
- Analysis of the narrative and of the brand contract;
- Further recommendations.
Case Study focused on iconic luxury brand, Tiffany, detailing the relevance of its brand identity and what it has come to represent. Introduced social media initiatives to create awareness, engage audiences and build community.
•The study also considered financial instruments for hedging overall risk under changing economic conditions.
Studio sul posizionamento digitale di quattro brand del Gruppo Max Mara (Max Mara, Max&co., Marella e Pennyblack) e due competitor (Liu Jo e Pinko).
L'analisi si basa sulle conversazioni sui social network rilevate nel periodo 1-14 Ottobre 2014.
Critical and in-depth analysis of the brand and its characteristics with particular emphasis on the strategy adopted by the new Artistic Director Alessandro Michele.
Key points:
- Why is Gucci a disruptive brand? (3 main pillars)
- Why is Gucci a luxury brand?
- Analysis of the narrative and of the brand contract;
- Further recommendations.
Apresentação explicativa de como aplicar o Moving Motivators com sua equipe!
Para que serve?
Saber o que motivam as pessoas da equipe e se no projeto atual o trabalho está alimentando estes motivadores. Todos da equipe podem pensar e propor como o trabalho no dia a dia ficará mais motivador para todos!
Gerando satisfação, bem estar e produtividade.
Baixe e imprima os cards: https://management30.com/practice/moving-motivators/
STARBRANDS // BUILT TO SHINE: Luxury marketingSOFAMI.PL
Nasz pogląd czyli The Brand Marriage Company na marketing marek i produktów luksusowych a w szczególności ich strategię i budowę pod kątem segmentacji konsumentów dóbr luksusowych.
Our (The Brand Marriage Company) view on luxury marketing.especially luxury brand strategy and brand building in regards to luxury consumers segmentation.
Analysis of the Marketing outlook of Ferrari4MARK001W Mark.docxgreg1eden90113
Analysis of the Marketing outlook of Ferrari
4MARK001W Marketing
Principles: Report
Analysis of the Marketing outlook of Ferrari
Company Coursework 1: Apple Inc.
Company Coursework 2: Ferrari S.p.A.
Module Leader: Norman Peng
Seminar Tutor: Norman Peng
Student: Paolo Savio Foderaro W1616642
Marketing Report �1
Norman
Highlight
Analysis of the Marketing outlook of Ferrari
I. Introduction 3
II. PEST Analysis 4
III. Porter’s Five Forces Analysis 6
IV. SWOT and Positioning Strategy Analysis 8
V. Ansoff Matrix 10
VI. Ferrari’s Social Responsibility 11
VII.Referencing List 12
Marketing Report �2
Analysis of the Marketing outlook of Ferrari
Ferrari S.p.A
(Ferrari Corporate)
“Give a kid a paper sheet and some colours and ask him to
draw a car, for certain the car will be red” (Enzo Ferrari)
I. Introduction
A prancing black horse on a yellow background is not something that could pass unnoticed.
Destined to become an icon of style, luxury and speed, the first Ferrari made its appearance to the
public in 1947, eight years after the foundation by the Italian entrepreneur Enzo Ferrari of Auto
Avio Costruzioni, what would come to be, later on, the well-known brand Ferrari.
Throughout the history the company divided itself into the developing and production of
racing cars, becoming one of the most successful racing team in the world, and of luxury cars
distinguishing itself for the excellence of the Italian manufacture. As a matter of fact Ferrari’s cars
are build following the ideal of perfection in terms of design, power and elegance conveyed by the
Marketing Report �3
Analysis of the Marketing outlook of Ferrari
founder, Enzo Ferrari, who was used to say: “The best Ferrari is the next one” (Enzo Ferrari, no
date).
From its foundation till today Ferrari’s mission statement has been to build unique sport
cars, symbols of Italian excellence both on the road and on track. At the end of 2015 the Italian
sport car manufacturer can praise more than 7500 cars sold with a presence in 62 worldwide
markets and a net revenues of 2,854 millions of euros (Ferrari, Annual Report 2015).
Herein, the purpose of the report will be to analyse in the first part the external factors that
influence the company’s business. Then I will take into account the industry within which the
company operates in. After that, I will examine the strategic position of the company in the market
and the marketing strategy utilised for its products, namely sport cars. Finally I will conclude taking
into consideration sustainability and ethic-related issues that the company is dealing with.
(Ferrari Corporate)
II. PEST Analysis
The first concern for a company’s business is to understand and deal with all the external
factors that could affect the company’s future performance. It is worth saying that all possible
external factors are not under control of.
BrandsLab Market Intelligence Session 3 | How to Optimize Your Media Spend Ab...Ebiquity-NA
While expanding into international markets is an exciting time for a brand, emerging international markets to secure future stability, uncertainties arise investing in the endeavor to introduce a brand or product into uncharted territories. This session will provide an overview of expanding your media strategies to a global audience, as well as key steps to stay relevant in new markets.
In this work, we create an international marketing plan in order to extend the production and distribution of a famous sunglasses brand, Gentle Monster.
1
2
Understanding Target Market
BMW Company
BMW is a company based in Germany, and it was established in 1916 to make military aircraft. Later it switched to building automobiles dealing with multiple brands BMW, Rover, Rolls-Royce, and Mini. BMW acquired these additional brands beginning as early as 1994 until the present time. The company is still outstanding on the sale of high-class cars. The company promotes a culture of top performance and teamwork, which makes it be highly ranked. The company has set up two main goals: one of them is to remain profitable, and secondly, it’s to raise the long-term value of BMW. The company has focused on making it collaborations stable between its three brands. Also, it employs employees who can enhance the spirit of teamwork and ready to take risks. It is also planning on how they can make universal engines that can be used by different car models. (Kasi, 2010)
Regarding customer analysis, the target group of its products is the young audience. Different car models have different clients. The BMW targets people of 20-65 years of age, MINI targets people aged 25-45 years finally Rolls Royce targets individuals who are 40 years and above. Regarding gender, these automobiles target both male and females. These cars are associated with people who have a high income that is professionals and executives. By geographic, these cars are sold both locally and internationally and mostly in the urban areas. (Dudovskiy, 2016)
SWOT Analysis
This company has various strengths. One of them is that its cars are classic, comfortable and less fuel consumption. The cars are additionally safe because of the technology involved; this makes them more durable. They are also environmentally friendly. Out of this, they have a strong reputation that makes them be known all over the world. This particular company has successfully maintained its corporate social responsibility, and also it has a high recognition in China; this attracts them more customers, which help them achieve their targeted sales.
On the other end, the companies still have some weaknesses. One of them is that their cars are very costly which may imply that the customers may be few. It has a high-cost structure that in a way may make the brand name to be weaker in some market segments. Brand portfolio diversification is also a weakness to the company. The company also has some opportunities including, plans for expansion, increase the price of fuel.
Despite the BMW Company performing at its best, it still faces stiff competition from other companies that make classic cars, for example, Mercedes-Benz, Acura, and Lexus among others. This acts as a threat to BMW Company, but hard work and dedication are enough to ensure that it out does the competition. The decrease in prices of fuel, the rise in the price of raw materials and rise in euro exchange rate all pose a threat to the company.
PEST Analysis
The external environment also has a great impac ...
Economie et Management Juin 2018
texte source : https://cdn.reseau-canope.fr/archivage/valid/feuilletage-la-metamorphose-digitale-du-marketing-N-16429-26140.pdf
Article publié dans Economie et Management n°165, oct 2017 - n° Les stratégies de ruptures : https://www.reseau-canope.fr/notice/economie-et-management-n-165-octobre-2017.html
voir aussi le livre : https://www.amazon.fr/Plateformes-Christophe-Benavent/dp/236405138X/ref=sr_1_1?ie=UTF8&qid=1486554750&sr=8-1&keywords=benavent+plateformes
Préparé pour le SIG2016 : http://cig2016.edu.umontpellier.fr/ .. La présentation reprend des arguments développé dans http://www.fypeditions.com/plateformes/
Les géants viennent aussi du sud iv.1 cb 2010 07 relectureChristophe Benavent
Un vieux texte, mais pas si vieillit même si Inbev a depuis absorbé Sab Miller. La lecture d'un texte de Laurence Capron m'en a rappelé l'existence à lire ici : https://www.linkedin.com/pulse/comment-le-g%C3%A9ant-de-la-bi%C3%A8re-r%C3%A9ussit-%C3%A0-avaler-tous-ses-capron?trk=hp-feed-article-title-hpm
C'est l'épreuve de relecture éditée dans
http://www.editions-harmattan.fr/index.asp?navig=catalogue&obj=livre&no=26766
validité discriminante et prédictive des composantes de la relation à la marqueChristophe Benavent
Un vieux papier présenté au 17ème congrès de l'AFM 2001 et refusé par une grande revue en 4ème lecture dont je m'aperçois qu'il est toujours cité : voir par exemple https://scholar.google.fr/citations?view_op=view_citation&hl=fr&user=pESxEqEAAAAJ&citation_for_view=pESxEqEAAAAJ:IjCSPb-OGe4C
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
1. MBA France-India: Strategic Marketing Management: Case study ARMANI Submitted to Dr Christophe Benavent-Université Paris Ouest and Dr Mh Abbo Groupe ESC Pau Submitted by NSB students Nithinmanju Gonnavar, Vidyasagar Sarangapani, and ESC Pau students Julien Bricheux and Cyril Martin 3/17/2011
2. A R M A N I Julien Bricheux – Nithinmanju Gonnavar – Cyril Martin – Vidyasagar Sarangapani 3/17/2011
3.
4. Introduction 500 stores worldwide employing over 5000 employees. The Giorgio Armani Group – Armani Report 2009 3/17/2011
5. MassMarket Prestige Context Key issues New luxury brand positioning and the emergence of Masstige brands EBSCO Giorgio Armani Talks Succession EBSCO 3/17/2011
6. Masstige strategy Perceptual Map(Masstige ) 3/17/2011 New luxury brand positioning and the emergence of Masstige brands EBSCO Context
8. Brand Architecture Italian luxury: A hunting ground for potential mega-brands acquisitions? EBSCO The Giorgio Armani Group – Armani Report 2009 Armani Jeans 3/17/2011
9. Perceptual Map (Fashion design based) The Giorgio Armani Group – Armani Report 2009 3/17/2011
10. 3/17/2011 TOP 10 MENS FASHION BRANDS (Competitors) FASHION BRANDS www.menstylepower.com/2010/07/top-10-male-fashion-brands/
11. 3/17/2011 Haute-Couture Giorgio Armani Armani Collezioni Emporio Armani Armani Jeans Armani Casa Armani Juniors A/X Resorts Haute-Couture DIOR Mass Market DIOR The club effect The ARMANI Group Mass Concept This slide is a summarize of a class discussion by ESC Pau&NSB MBA students managed by DR. Benavant and DR. Abbo .
12.
13. Marketing Mix Apparels, accessories, eyewear, watches, jewelry, home interiors, fragrances and cosmetics, high quality, resorts, luxury, value of the brand Endorsement of a lot of stars like Ronaldo, Megan fox, Nadal, Beckham… Banners on line, advertising boards for few products: advertising, TV B2C, sales in Armani shops, retailers shops on line Adapted to a big part of the potential consumer, price from middle class to high superior class Armani Marketing Analysis by Kumar Aradhya 3/17/2011
14. Open-Questions Masstige VS Luxury Armani-Reebok Giorgio Armani classic The Domino effect Brand Portofolio 3/17/2011 ? ?
15. 3/17/2011 Masstige VS Luxury Mass Market Luxury Market Fashion Market The “ Italian style with masculinity” Diversity of products This slide is a summarize of a class discussion by ESC Pau&NSB MBA students managed by DR. Benavant and DR. Abbo .
16. 3/17/2011 Risk of failure: The Domino Effect No risk of brand failure by the bottom of the brand portfolio. Risk of brand failure by the upper of the brand portfolio. This slide is a summarize of a class discussion by ESC Pau&NSB MBA students managed by DR. Benavant and DR. Abbo .
17.
18.
Editor's Notes
Masstige concept : Armani wants to maintain its prestige value as well as fill the gap between mid-market and super-premium. Succession of the leader: Who is going to handle the Armani group after the disappear of Giorgio Armani? Fierce competition: Giorgio Armani Group is evolving in a saturated environment and the main competitor is Hugo Boss. Stuff competition in the fashion industry, if one’s fail to satisfy the consumer the competitor will capture that market.
In terms of perceived prestige, new luxury brands are substantially closer to traditional prestige brands than middle-range brands. In terms of price, however, they are substantially closer to middle-range brands than traditional luxury brands. hypothesised positioning of new luxury brands in relation to traditional luxury brands and middle-range brands, and to draw implications for both academics and practitioners Perceptual map consider two dimension of conspicuous and status according masstige concept. Source:
« Most of the famous fashion houses like Christian Dior, Yves Saint-Laurent, Gucci, Versace, Giorgio Armani and many others were built on the personality of the founders. » Kumar Aradhya
The brand architecture of the Armani Group is based on a brand extension. They have 2 dimensions with a horizontal brand extension (Giorgio Armani, Armani Collezioni…) and an vertical product extension (resorts, pens…). They have an « umbrella branding » based on an Italian style with masculanity.
When hear about the name”ARMANi” first word strike in to ours are their “FASHION” and “INNOVATIVE”.They are mainly focus on it, that is their main competitive advantage The other competitor Gucci is traditionally old company and luxuary, it also a kind of masstige. Hugo boss is also a focus on mens wear same like armani,but its traditional and compare to armani its low in praice.
Rank 1.Ralph lauren Rank 2.Diesel Rank 3 Calvin klein Rank 4.Gucci Rank 5 burberry Rank 6 Nike Rank 7 True Religion Rank 8 hugo boss Rank 9 D & G Rank 10 Armani Source:http://www.menstylepower.com/2010/07/top-10-male-fashion-brands/
DIOR is mainly focusing on it « Club effect » with it ultra-premium segment, unlike the ARMANI group is targeting the mass market with 4 various brands. They also stretch the market with a vertical extension with Armani Resorts and Armani pens for instance. They have a large range of products under an “umbrella branding”.
Armani is in niche market, because they are the first mover on it, so they can monopolize the customer loyalty. Moreover Armani is a innovative company, in that way and because of the masculine side of the brand, it can differentiate itself in being leader in the innovative product and the high-prestige view of the brand in costumer 'eyes
Armani has a vertical diversification with a lot of products like apparels to resorts, with a price adapted to the mass costumer. Armani has a sophisticated image brand because of a lot of endorsement of big stars as footballer actress
Where is Armani group positioning according to the market? Can we say that there is a risk of domino effect in the brand portofolio in case of the failure of one brand?
Where is Armani group positioning according to the market? On one hand, the Armani brand architecture has a large range of products which are targeting luxury market and mass market, but on another hand the brand image of Armani is reflecting « the Italian style with masculinity like a tiger ». With its vertical and horizontal dimensions of brand extension, the Armani Group is more positioning in a Fashion Market than a Masstige Market. They are offering at the customers ready made products with a fashionable value. We have to note that there is a risk of brand dilution like Lacoste with the appropriation of clothes by the « American Gangsta’singers » tribe (Segmentation confusion). In the case of Pierre Cardin, this luxury brand totally failed in the Masstige market.
The Giorgio Armani luxury brand is a well established brand name for the customer. If the this ultra-premium brand product (ex: Giorgio Armani) is failing it could be engender the failure of all the brand architecture. If some of the premium segment brand portofolio (ex: Armani Jeans) are failing it shouldn’t affect the global portofolio, especially the brand image of the overall Armani group.
They can focus up to few limits of BOP but further extension might be affect the parent brand image. All their product(dress, mobile launch,casa) relates to a common term life style brand, so they can extend the product which suits to life style brand.