Gucci - Global Luxury Goods The essay analysis Gucci as a global provider of luxury goods from a marketing point of view.

Inter field of study Marketing Global Luxury Goods Prep ard by: Tamás Halasy July 7, 2003 MBA 1 2002/2003 Word count: 2,389 duck of contents TABLE OF CONTENTS2 GUCCIS mart FORMULA3 MARKETING COMMUNICATIONS3 Advertising4 Direct Marketing4 PR4 IMAGE4 product MARKETS5 STANDARDIZATION OF THE MARKETING OF LUXURY GOODS6 GENERALIZATIONS RELATING TO THE GLOBAL LUXURY GOODS INDUSTRY7 SOURCES8 Gucci Gucci is a globular retailer of luxury, high quality fake items: handbags, comminuted leather goods and luggage, shoes, ties and scarves, RTW, watches and different personal items such as refer chains, money clips, pens, etc. Gucci makes its products on tap(predicate) to the public through 4 main distribution conduct: ·Directly operated stores; ·Franchise stores; ·duty-free boutiques; ·Department stores. Guccis Marketing Formula Gucci has follow an international merchandising outline of communicating a legitimate image to its custom ers almost the world. To uphold the consistency, Gucci has centralized market trading operations to Florence, which provides all in all creative material, and controls all aspects of marketing. The main marketing strategy of Gucci is knowing to maintain a high profile and concordant visibleness. This involves constant marketing of its products and image, which keeps the company constantly unmistakable to customers and the fashion world. To achieve this, Gucci has started increasing communications expenditure in the stand 3 years, and is planning on continuing the development of its marketing budget.

Gucci s products and marketing methods are not tai! lored accord to national needs or customs. It aims at reaching the growing global market segment of the well-to-do and newly rich, among which groups a homogenization of taste for luxury products has been detected. This group is a professedly example of the emergent phenomena of the global marketplace, where needs and perceive benefits are common from the USA to Europe to Japan. This global market segments cost elasticity is low, meaning that they are not stirred by... I think this essay was well written and I actually enjoyed reading all the facts about the Gucci industry. If you want to get a full essay, order it on our website: OrderCustomPaper.com

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