Case Study 1 Filipa ALVES - Camille BARBE - Margaux BOMBE - Pei Xin LIN
Content ☓ The problems ☓ Main facts & marketing theories ☓ Alternative ways ☓ Evaluation of the ways ☓ Solution chosen
The facts and problems The facts : - Increasing of companies from Paris to Bordeaux. - Bordeaux keeps growing. - Actual stores : laid out like dressings. - Keep a Sicilian touch. The problems : - How establish a new Dolce&Gabbana store in Bordeaux. - Which customer segments to target ?
Main facts and marketing theories FIRST THEORY : THE TAXONOMY ● Group A (patricians). ● Group B (parvenus). ● Group C (proletarians). ● Group D (poseurs).
SECOND THEORY : CORE AND CODES OF THE BRAND
Sicilian heritage
THIRD THEORY
Extending the brand to mass market with D&G
A larger market that can become obscure
Aim : Attract proletarians.
THE ALTERNATIVES ALTERNATIVE 1: Target only Group A (10%) - This means targeting a group that has an accurate sense of taste that is well educated in identifying subtle cues on Dolce & Gabbana’s products. Advantages: - People can afford the product. - The brand will more easily be perceived - More likely to understand marketing related to art and wine - The “spread of word” in this category would provide a lot of prestige to the brand in Bordeaux. Disadvantages: - The segment target is relatively “small” (10%) - Cause a delay according to other brands that are following the “democratization of luxury” trend, which consists on making a brand products more available.
THE ALTERNATIVES
ALTERNATIVE 2: Target Group A (10%) and B (15%) - This means targeting people who can afford the brand. Advantages: - We are sure that people can afford product. - Even though that Parvenus crave to acquire status, it wouldn’t significantly hurt the brand’s prestige. - It would target a relatively high market percentage (25% on total) Disadvantages: Parvenus would like to associate with patricians whereas patricians would like to associate with others patricians. Parvenus might not recognize the subtle details on the brand, they would have to be educated.
THE ALTERNATIVES ALTERNATIVE 3: Include group C (proletarian) because it makes up 40%. To include segment C we can include a place for D&G inside the store. T Advantages : Having more customers Disadvantages Make the brand lose its image of prestige Lots of people in the store that can scare patricians who want salesmen to take care of them. D&G don’t have
THE FINAL WAY
● Store ● Website ● Facebook page