MIXED STRATEGY

Mixed Strategy

Product

Gucci produces high quality products that goes with impeccable packaging. It never fails to meet the costumers high standards. The company always delivers new ideas, always innovating but never forgetting the products that took the company to where it is now. The products are ready-to-wear, handbags, shoes, jewellery watches, accessories and etc… It is a very diverse portfolio. There is a women’s line, men’s line, children’s and even a pet’s line. Throughout history Gucci has also been involved with collaborating with vehicles companies and chances are that the variety of the brand’s products will only get bigger with time.

Price

The market that Gucci targets is a niche one. The main focus is the high class customers. The pricing is in general high as they sell premium products. The cheapest product can cost around 150€ while the most expensive surpasses 5K €. It is a very competitive/ balanced price comparing to the competitors prices. Prices vary from country to country according to the exporting taxes. For example, prices are way higher in South America, specially Brazil as the imported goods taxes are surreal.

Mixed Strategy

Promotion

Even with though the brands name is big and known worldwide, it still invests heavily on creative marketing campaigns. Their ads can be seen everywhere from billboards to magazines and specially on social medias. A big way of promotion for Gucci is via social platforms. They also have unpaid promotion via the consumers sharing the products and using hashtags. Another thing that helps an easier promotion is the online store and app that the company has.

Place

Gucci is present worldwide and the tendency is for the brand to keep on expanding in terms of places. Gucci had 540 stores around the world in 2018. That being 116 in Europe, 115 in North America, 80 in Japan and 229 in emerging countries. One of the strategies is to have more stores instead of relying too much in wholesales.