A marketing analysis on Gucci brand.(created 7/1/2017)

2. 1.Rakibul Hasan
13.01.06.034
2.Md. Mehedi Hasan
13.01.06.064
3.Jubair Ahmed
13.01.06.067
4.Mizanur Rahman
13.01.06.082
5.Zahidul Karim

3. GUCCI

4. Startup:
Guccio Gucci established a shop in 1921 that
sold fine leather goods with classic styling.
Gucci's store featured such finely crafted
leather accessories as handbags, shoes, and
his iconic ornamented loafer as well as silks
and knitwear in a signature pattern.

5. HISTORICAL BACKGROUND
1921
• Foundation
of Gucci as a
small leather
saddlery
shop in
Florence by
the Italian
Craftsman
Guccio Gucci
1955
• Gucci name is
registered as
a trademark.
1982
• Gucci shares
become
listed on the
stock market.
1991
• Gucci
headquarters
move from
Florence to
Milan
• 3 years later
moves back
to Florence.
1993
• Maurizio
Gucci,
grandson of
Guccio Gucci
sells 50%
share, ending
the Gucci
family
ownership of
the Gucci
company.
2004
• Kering
formerly
known as
PPR(Pinault-
Printemps
Redoute)
increases it's
share to
99.4% of
Gucci.

6. Logo significance:
Aldo Gucci designed the Gucci logo . it is the
emblem of luxury, grandeur, finesse and
quality.
The memorable “double-g” logo of Gucci
comprises of the two interlocking, perfectly-
executed “G”, inspired by founder name
Guccio Gucci.
The black color in the Gucci logo
represents the dominance, excellence
and elegance of the brand.

7. “Quality is remembered long after the price is forgotten”

8. Gucci products for men:

9. Gucci product for women:

10. Gucci product for children:

11. Gucci’s customer:
• Gucci’s target market has primarily included
celebrities, the wealthy, fashionistas and the
upper class.
• The target audience has now been expanded
to include middle and upper-middle class of
men, women and children.
Men
Women
Rich

12. Prices!!
 A rough estimate for a “cheap” handbag from Gucci would
start at around $595.
 A rough estimate for a very high quality handbag was start at
around $15,500.
 Evening wear shoes would start at around $930.
 Sneakers would start around $375.
 Woman’s wear clothing would start at around, for shorts and
shirts: $790.
 Men’s wear clothing would start at around, for shorts: $595
and shirts: $625

13. Brand Value:
• Brand value of Gucci is $12 billion with revenue of $4.3 billion.
• Gucci is ranked 44 in world’s most valuable brands in 2016.
• It is the top most valuable brand in Italy & second most
in world in luxury category.
Source: FORBES

14. 2012 2013 2014 2015
Leather goods 59% 58% 57% 57%
Shoes 13% 14% 14% 14%
Ready to wear 12% 11% 12% 11%
Other 9% 10% 10% 11%
Watches 5% 5% 5% 5%
Jwellery 2% 2% 2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
Global revenue share of Gucci from 2012 to 2015, by product category
Leather goods
Shoes
Ready to wear
Other
Watches
Jwellery

15. SWOT ANALYSIS
Strengt
h
Strong brand image.
Control its distribution channel effectively.
Directly operated stores.
Has a huge product portfolio.
Association with automobile company added brand value

16. SWOT ANALYSIS (CONTINUED)
Weaknes
s
Has to invest huge money in order to protect &
maintain its brand image.
Diversified product range, hence has a risk of
brand dilution.
Instability of its management.
Decreasing brand value slowly.

17. SWOT ANALYSIS (CONTINUED)
Opportuniti
es
Emerging luxury markets in emerging economies
Creating competitive advantage in different
business segments
To target youth segments with stylish designs
Creating online shopping facilities for all over the
world

18. SWOT ANALYSIS (CONTINUED)
Threat
Extremely competitive market
Product substitution is easily
available
Diversified product range.

19. Competitors :

20. Gucci Stores:
Gucci has 532 stores around the world all of which are directly controlled by
Gucci.
Each Gucci store signifies its elegancy, style and fashion.

21. Gucci museum:
 In 28 September, 2011 Gucci opened a 1,715 square metre museum
charting its history in Florence.
 This museum is named as GUCCI MEUSO.

22. Achievement & Recognition:
• International Business Leader &
International Accessories Designer by
British Fashion Council.
• CFDA International Award.
2016
• International Designer Award at British
Fashion Awards.
2015
• GQ Designer of the Year
• Times best Fashion Award.
2001
• Elle Style Awards’ Style Icon Award.2000

23.  Gucci has control over its distribution
channels cutting out middle men like
suppliers and retailers. Gucci has Directly
Operated stores.
 They have online shopping facilities for
their customers to reach their products
quite easily.
Distribution Channel :

24. Online Marketing:
Gucci has online marketing strategy so that they can reach their valuable
customer easily.
Gucci has their own distinctive website enabling people to see their products.
https://www.gucci.com

25. Find Gucci on:
Facebook
Instagram
YouTube
Twitter
Google+
Pinterest
Snapchat

26. Any Question??