Gucci was established in 1921 in Florence, Italy and is known for its luxury fashion and accessories. It has established itself as a premier luxury brand through its iconic double G logo and high quality products. Gucci targets celebrities, the wealthy, and males and females ages 20-50. Some of its main competitors include Dolce & Gabbana, Versace, and Louis Vuitton. Gucci sells a wide range of clothing, handbags, watches and other accessories through its global network of high-end retail stores. It has been successful due to its focus on brand image, philanthropic causes that support women's empowerment, and competitive pricing compared to other luxury brands.

1. By Meena Kukan
4/22/16
Dr.Gertner
MBA 642

2. Brief Introduction
Gucci was established in Florence, Italy in 1921 by Guccio
Gucci, hence the design is a double G with the colors red
and green from the Italian flag
Establishing itself as a
luxury brand that is
capable of satisfying the
unique quality
for consumers

3. Gucci Marketing Structure
Gucci has been a company that is quite established because of
the way in which it created a standard to sell its products with a
brand value of 9.4 billion
The products which it is famous for consists of all the
necessities of both men and women, but when you think of
Gucci you have a sense of fashion which correlates with
consumers

4. Brand’s Main Competitors
Dolce and Gabbana(Italy)
Versace (Italy)
Giorgio Armani
Louis Vuitton
Michael Kors
Burberry(London)
 Hermes(France)

5. SWOT ANALYSIS

6. Environmental Factors
Technological -Gucci has been able to make use of the growing
modernization of technology but they need to create a mass
market in that sense
Demographic-Men and Women age 25 and older individuals
with a high purchasing power as it tends to follow a luxury
segmentation
Social Cultural-Social Organization is a big factor as the way
women are perceived in advertisements giving females the wrong
image
Economic-If there is a recession there will be a dramatic effect
on the prices and the distribution factor for the company

7. Brand’s Target Market
The target market for Gucci is celebrities (Hollywood
Stars) or role models of them, the wealthy (middle and
upper middle class) and males to females ages 20-50
Individuals who are more prone to believe in exclusivity in
shopping where not everyone will have the same style as
you.
Predominant market would be girls and women who are
fashionable in terms of being classy, glamorous and bold
Brand Mantra: Seduction, Powerful and Accomplished

8. Marketing
Mix
Product
Price
Promotion
Place

9. Product
The types of products Gucci sells ranges from a wide
variety of items such as clothing and apparel, watches,
handbags, suits, accessories and newly created cosmetics
etc

10. Price
Gucci has been a diversified luxury brand for quite some
time and it was been able to establish itself for a company
that is able to give us the quality in correlation to price
The way Gucci prices its products is through premium
price correlating with the high quality and prestige price,
with which they are able to keep selective items at a
discount.
Compared to many luxury brands it has a comparable
pricing strategy

11. Promotion
Fashion Week
Newspaper/Magazines
Commercial
Advertisements
Celebrity Endorsements

12. Place
The way in which Gucci establishing its outlets in high-end market
places such as a professional setting where there are elite groups of
individuals live all over the world
Since Gucci is known for the impeccable style it tries to carry that out
for its outlets having a visually appealing interior and relaxed feeling
for their consumers

13. Strategic Issues
The strategic aspects which Gucci has been able to create
as I mentioned is a brand image that allows many female
millennial to purchase their products.
Compared to the other luxury brands, it is able to keep its
customers an affordable price for a quality which they
deserve.
Especially since they have a variety of segments that
satisfies the needs they are searching for in terms of
makeup and clothing etc.

14. Key Success Factors
Gucci has been able to establish itself in many ways in
terms of social causes that seem to be effected in our
society consistently maintaining brand image
A cause founded by Gucci was the Chime for Change
which is dedicated to giving an overpowering feeling for on
girl’s and women in terms of three factors education, health
and justice.
Gucci was successful in having a concert with nearly 210
projects, raising 3.9 million dollars for the individuals.

15. Continued…
For one it was able to support causes such as violence against
women , as the consumers of these products are predominately
women they have been able to capture their needs
Launched in 2009,the Kering Foundation is a cause which
focuses on the females who have endured domestic
violence(Asia),sexual violence (Americas) and harmful
traditional practices (Western Europe)
In each they have tried to partner with these causes to have an
impact which will have a change for the female consumers who
understand these problems and can relate.

16. Brand Extensions
Gucci product extensions consists of a variety of features
for one they have been known for their tableware and a
new line called Gucci Goddess(similar to Victoria Secret)
The fashion line has been evident chance for Gucci to
show that they have a competitive advantage in that sense to
a show of doing well in a market related to females.
This makes it hard in the sense that they will have new
competitors in the specified line it has a new branch of
competitors.

17. Recommendation
Even though, Gucci has definitely been able to establish
itself in many ways, there is always room for improvement
the should incorporate a lifestyle which is not exclusive
But more so on a segmentation which they will be
guaranteed to have a competitive advantage over in a
certain segment especially since they are well-known by
their luxury style

18. References
http://www.gucci.com/ca-en/about/show
http://www.prnewswire.com/news-releases/chime-for-
change-campaign-founded-by-gucci-funds-210-projects-in-
81-countries-for-girls-and-womens-empowerment-
216027391.html
http://luxurysociety.com/articles/2009/06/the-impact-of-the-
current-economic-crisis