scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 2,387
International Marketing Global Luxury Goods Prepared by Tams Halasy July 7 2003 MBA 1 20022003 Word count 2389 Table of contents TABLE OF CONTENTS2 GUCCIS MARKETING FORMULA3 MARKETING COMMUNICATIONS3 Advertising4 Direct Marketing4 PR4 IMAGE4 GROWTH MARKETS5 STANDARDIZATION OF THE MARKETING OF LUXURY GOODS6 GENERALIZATIONS RELATING TO THE GLOBAL LUXURY GOODS INDUSTRY7 SOURCES8 Gucci Gucci is a global retailer of luxury high quality fashion items handbags small leather goods and luggage shoes ties and scarves RTW watches and other personal items such as key chains money clips pens etc Gucci makes its products available to the public through 4 main distribution channels Directly operated stores Franchise stores Duty-free boutiques Department stores Guccis Marketing Formula Gucci has adopted an international marketing strategy of communicating a consistent image to its customers around the world To uphold the consistency Gucci has centralized marketing operations to Florence which provides all creative material and controls all aspects of marketing The main marketing strategy of Gucci is designed to maintain a high profile and consistent visibility This involves constant marketing of its products and image which keeps the company constantly discernible to customers and the fashion world To achieve this Gucci has started increasing communications expenditure in the last 3 years and is planning on continuing the increase of its marketing budget Guccis products and marketing methods are not tailored according to national needs or customs It aims at reaching the growing global market segment of the rich and newly rich among which groups a homogenization of taste for luxury products has been detected This group is a true example of the emergent phenomena of the global marketplace where needs and
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA