Group1 IMC SectionA DiesalCaseStudy

8/19/2019 Group1 IMC SectionA DiesalCaseStudy

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Diesel Case

studyDiesel forSuccessful Living

Group 1

Ankit

Gautam

Himansh

Himanshu

Bhupes


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History Of The Brand

1! Diesel is an "talian #esign $%mpan&! The $%mpan& was '%un#)en*% )%ss% in 19+,- (e'%rehan# he ha# (egun t% make his $l%thes a'ter gra#uating 'r%m te.tile s$h%%l! He ha# n% e.pein marketing an# a#/ertising- (ut has state# that the& learntmu$h %' their marketing te$hniues 'r%m the - $reati/it& '"tal&- an# s&stems 'r%m German&!

2! Annual sales were appr%.imatel& 1!2 (illi%n eur%s in 200- a(illi%n in 2009!

3! The& are largel& su$$ess'ul with the sales %' #enim- h%we/eals% su$$ess'ul with a$$ess%ries an# $hil#rens wear 5Diesel

4! 8r%#u$ti%n %' their #enim is mainl& (ase# in "tal&!

! The (iggest st%re is l%$ate# in Milan- "tal&!


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Target Audience

Age 1,:30 ;%ung- su$$ess'ul- "n#epen#ent a#ults wh% are

'ashi%na(le!


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;%ung a#ult au#ien$e- teenagers : 22 &ear%l#s!

The (ran# targets pre#%minatel& males aswhen the (ran# (egun it was inspire# (& the@w%rking $lass man- h%we/er in re$ent timesthe (ran# targets (%th as (%th males an#

'emales are in their $urrent $ampaigns an#a#s!

"n the ,0s Diesel saw that teenagers&%unga#ults ha# m%re #isp%sa(le in$%me an# thatm%st %' their parents ha# (een thr%ugh the

war an# wante# them t% ha/e the lu.uriesthe& ne/er ha#!

TAG!T A"D#!$C!


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Big #dea

A#/ertise the new 13 D"


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CLOTH#$G %&A'#D

At the top of thepyra(id is Diesel)sBlac* Gold +rand,seen on cele+ritiesand on the cat-al*.

#n the (idare Diese

/eans, dres

luggage

At the +otto( of

the pyra(id aretheir (ass

(ar*etproducts, suchas accessories,

+elts, u(+rellas,*ey chains etc.


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%OD"CT L#0! C&CL!

Diesel is (%th a $l%thing an# a li'est&le (ran#! The Diesel Bran# is in the Gr%wthmaturit& stage %' the

8r%#u$t ?i'e =&$le!

Their $ash $%w is alm%st $ertainl& their eans #enim

The Diesel (ran# has (een a$kn%wle#ge# '%r a l%ng tim

n%w an# there are %ther $%mpetit%rs %ut there!


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• Diesel uses a (odel +ased on pre(iu( pricing. Diesel is far lifestyle than a clothing +rand. Diesel has su+ +rands, DiesGold, priced higher to re2ect the 3uality and +rand identity.is priced su+stantially cheaper as children)s clothes have noho-ever they are so(e-hat (ore e6pensive than un+rande-ear as they are +uying into the i(age and the Diesel 4id laclothing. 0ifty 0ive Diesel 788DSL9 is (oderately priced and

(ore li*e street -ear for teens. The price of Diesel:s producre2ect the su+stance and value of that e6 erience. The ric

%#C#$G STAT!G&


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Diesel use a $%m(inati%n %' print an# T t%laun$h their $ampaigns!

The Be tupi#E $ampaign is %ne %' the m%stre$%gnise#!

8%rtraits '%r su$$ess'ul ?i/ingE is their latest$ampaign!

i#s in "taliaE is an up$%ming $ampaign '%r2012!

All strategies aim t% intr%#u$e $ust%mers t% ali'est&le %' new- e.perimental e.perien$es!

;%u #%nt pa& a premium pri$e '%r Diesel eans (e$ause the& are a premium in ualit&!

'A4!T#$G A$DCA'%A#G$ STAT!G&


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Diesel is an "talian (ase# $%mpan&- (ut#istri(ute w%rl#wi#e!

The (iggest st%re is l%$ate# in Milan- "tal&!

;%u $an (u& %nline at st%re!#iesel!$%m-

als% a/aila(le %n %ther sites an# st%ressu$h as as%s!$%m an# T Ma..!

The& will (e %pening D? st%res a$r%ssthe gl%(e in 2012!

%LAC!;D#ST#B"T#O$


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Diesel is su$$ess'ul (e$ause the& kn%w the li'est&le %' tau#ien$e!

The @Be tupi# =ampaign was wi#el& su$$ess'ul as it tamarket in the right wa&- '%r e.ample the images use# wage gr%up #%ing s%mething that is $%nsi#ere# 'unn& am

All items %' Denim $l%thing are su$$ess'ul- an# a re$entpr%#u$t %' 'ragran$es ha/e (een su$$ess'ul!

A 'ailure $%ul# (e their a$$ess%ries su$h as ewelr& as sa$%mpete with similar st%res!

S"CC!SS;0A#L"!S


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The eans an# ur(an $l%thing in#ustr& has man& $%mpetit%

?e/is- )epla&- A$upun$ture- Jrangler- ?ee- Gas- 8aul Franktar )aw- Miss i.t&- =al/in lein!

Denim is w%rn in e/er& seas%n the& are n%t per$ei/e# %nl& eans (ran# an&m%re! "n this sense n%w the& are regar#e#

as a ur(an 'ashi%n (ran#!


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trengthDiesel un#erstan#sits target au#ien$e!

Jeaknesses

Diesel lea/es l%nggaps (etween theimarketing

$ampaigns- this$an lea# the

au#ien$e t% (u&int% a (ran# that$%nstantl& raises

awareness!Lpp%rtunities! An %pp%rtunit&

$%ul# (e t%$%lla(%rate with a

$ele(rit& wh% h%l#stheir i$%ni$ image!

! =reate a lu.ur&

ewelr& (ran#!

Threats The& ha/e threats

'r%m %ther wellkn%wn #enim

$%mpanies su$h a?e/is!

S


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StyleLa+ vs Diesel = BrandinOptions•

Option 1> Su+>+rand = Diesel StyleLa+

• Option ?> !ndorse(ents = StyleLa+ +y Die

• Option > #ndependence = $o reference toDiesel


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eco((endationst&le?a( is intr%#u$e# pr%perl& all%wing Diesel t% Fit with in#ustr& tren#s

"nn%/ate an# e.periments

Be at the $utting e#ge %' 'ashi%n

The en#%rsement is m%st (eneI$ial an# pra$ti$al

The (ran# image is measure# an# m%nit%re#

=%re Diesel $ulture an# passi%n remains inta$t

Concerns H%w #% $%nsumers /iew Diesel (ran# t%#a&

D%es the (an# suNer 'r%m #em%$ratisati%n %' #iesel pr%#u$ts

H%w str%ng is the $%mpetiti%n in /ari%us segments- an# #eman# '%

Jhat are targete# $%nsumer pr%Iles Jill t&lela( steal s%me #Diesel


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Thank;%u

Documents

Group1 IMC SectionA DiesalCaseStudy