Marketing

Marketing

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CASES

Diesel, Live breathe and wear fashion

Questions

1. Explain which of the promotional strategies used by Diesel are above- or below-the-line. Analyze the impact that each approach might have.

The strategies I think can be used are the impact of music, giving new artists the opportunity to use the diesel brand. Helping others to join this lifestyle

The strategy is stupid advocates putting aside the conservative mentality to get the stupid side in you. The brand has created for this a manifesto that incites to forget the rational with the aim of daring to play the fool.

Diesel calls for losing the fear of failure. "Remember. Only the stupid can be really brilliant. "

1. What type of promotion might Diesel:U:Music be regarded as and why?

Diesel U Music, it's easy to forget that it's essentially a smart scheme to sell jeans. The role of interesting and unconventional people, presenting music programs rich in content and personality. This promotion allows the company to engage with younger consumers in a deeper way than TV ads. What they do not want is bland corporate content. Great ideas sometimes scrabble around for years to find financing. The values ​​of production of Diesel are good, but the presentation can be amateur, talkative. In other words, passionate about music. With this promotion, Diesel U Music, internal staff is paid, but the programs are created free of charge by taxpayers.

1. Explain the advantages and disadvantages of using premium pricing as a strategy.

Advantage

In markets with high repeat business or multiple sales, prices create an advantage for companies that can sell products at prices lower than the competition. Having high initial sales usually results in a lower cost per unit, which allows an acceptable profit margin, holding the competition at bay. It creates that customers perceive that they are buying a product of high quality at a fair price.

Disadvantages

If sales are up to the intended targets, the company could end up with a large inventory and costs higher than expected. In addition, sales could suffer if customers perceive the product as too cheap and the quality brand image can be damaged. Brands that are perceived as "cheap" may have problems competing with the highest price of competition. Another important risk is that competition will do the same, lowering its own prices and creating a war with them.

1. Considering the distribution strategies mentioned in the case study, what might be the outcome if Diesel adopted an intensive distribution method?

If I adopt an intensive method so much that I contribute much to the music of intensive form, selective or exclusive distribution. The goal is to offer a lifestyle and make it available in all types of retail outlets where consumers expect to find. For example, magazines are not only sold in kiosks, but also in supermarkets and pharmacies. With its selective distribution, it involves the sale of a product by a small number of stores selected for their image or other distinctive features. In the exclusive distribution, limited availability of the product to a single outlet.

1. To what extent do you think Diesel can rely on its brand alone for future growth? How far do you think Diesel’s growth is directly linked to its organisational structure?

I think that within the advertising environment, the image of Diesel and its controversial campaigns have not gone unnoticed. Surely the whole agency that is dedicated to the brand as a customer, perhaps because it is one of the most risky when it comes to communicating and flutters in the air that fantasy that with Diesel can be carried out to the most Allocated ideas

High Tech Sport

Questions

1. What is meant by a brand?

It is one of the most important strategic variables of a company since day by day it acquires a greater protagonism. We must not forget that we currently live a stage under the prism of the marketing of perceptions and therefore highlights the brand versus the product. To be well positioned in the minds of consumers and opinion leaders, our company's brand must enjoy the highest and best recognition and positioning in its market and sector.

According to the American Marketing Association, brand is a name, a term, a sign, a symbol, a design, or a combination of any of them that identifies a company's products and services and differentiates them from competitors. But, the brand is not a mere name and a symbol, since, as I said before, it has become a strategic tool within the current economic environment. This is largely due to the shift from marketing products to selling sensations and solutions, which inevitably involves selling not only the final attributes of the product but also the intangible and emotional attributes of the product.

Each time products look more like each other and it is more difficult for consumers to distinguish their attributes. The brand is, besides the main identifier of the product, an endorsement that guarantees it placing it in a higher plane, when building a true identity and emotional relationship with the consumers.

1. Explain what is meant by a unique selling proposition.