live, breathe and wear passion
TRANSCRIPT
diesel future.mp4
http://www.youtube.com/watch?
HISTORY1978-creation of Diesel brand name(Italian company)
1985-Renzo Rosso complete acquisition of the company
1995-one of first clothing companies on the internet
1996-Diesel’s first flagship store in New York City’s Lexington Avenue
1998-advertising industry awards - “Advertiser of the Year” 1998-UK’s most influential fashion magazines for men “Fashion Brand of the year”1999-Diesel’s product lines;
Diesel Kids 55DSL
2003-15 among worldwide luxury brands Leader in pioneering new styles, fabrics, manufacturing methods and quality control.
Segmentation ,Targeting Geographic Region-International Density-Urban cities(U.S. & 80 other countries) Demographic Stylistic men and women: ages of 16-35 years Annual income Hip generation-high school/college students/ young professionals (passionate or innovator who follows their own unique path in life) Psychographic Lifestyle This eccentric man or women spends a significant amount of money on
quality fashion-forward clothing Behavioral Loyalty Status
Its in the brand…Diesel …you buy the brand not the jean
• http://www.diesel.com/#/home/
Positioning
Diesel’s Marketing Mix
product . price . place . promotion
Product DIESEL
DIESELKids Division
STYLELAB
D-DIESEL 55 DSL
LICENSE PRODUCTS
DIESEL Shades
DIESEL Foot wears
DIESEL Fragrances
DIESEL Time Frames
DIESEL T-Shirts ,Shirts , Sweat-shirts, Luggage, Cosmetics , Accessories
Price Premium Pricing –Premium quality , Dynamic Lifestyle
Diesel Jeans range from $100 to $300 a pair
Place Diesel products are available in more than 5,500 chain and
department stores in 80 countries worldwide
(U.S., Nordstrom, Urban Outfitters, Bloomingdales, Barney’s New York , Poland, Israel)
Exclusive distributionFeature jeans and Diesel Style lab line
PromotionPromote products mainly online www.diesel.comand in high-end magazines such as:
ElleVogue
EVENTS: Radio Station(DIESEL.U.MUSIC) DIESEL WALL DIESEL ARTAdvertisements: Create stories around pictures (unusual topics that can be perceived in many ways) “MAKE MY WAY”Current Campaign: Global Warming Ready
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Diesel Jeans For Successful Living.mp4
http://www.youtube.com/watch?
Diesel
Strengths . Weaknesses . Opportunities . Threats
Strengths
One of the 1st clothing companies to have major presence on the internet, opening it’s site in 1995.
Contains information about all diesel product lines with a complete archive of diesel advertisements.
Prides itself in quality, uniqueness and design– Buttons, embroidery
Exclusively made in Italy which allows incredible attention to detail and design.
Exclusive distribution strategy.
Weaknesses
Expensive Diesel jeans sell from $100- $300 Only a select group can purchase their
merchandise.
Lack of Brand awareness for new product line. Imitation.
Opportunities Enhance brand awareness. (Pelican Hotel, Diesel Farms , Diesel wine & Olive oil)
Threats Competitors
Energie, G-star, Seven for all Mankind, True Religion, Citizen of Humanity, Chip and Pepper ,Giorgio Armani, Benetton Group, Calvin Klein.
Changing Trends Majority of sales comes from designer jeans. If designer jeans
go out of style diesel could see a very large drop in sales
Thank you
http://www.docshare.com/doc/95177/Dieselhttp://faculty.insead.edu/chandon/personal_page/Documents/Case_Diesel%202007_corrected-w.pdf