Marketing Audit of Diesel - 1555 Words

1. Introduction Since 1950s, Jeans have become and continue to be a staple item of clothing in people’s wardrobes as a medium representing stylish identity and identification (Kramer, KR, 2006). People wear jeans for a range of occasions, from staying at home to going outside at a cinema, restaurant or even a working place. As a report from Mintel states, during the year 2006 and 2010, the percentage of adults who bought jeans had remained relatively stable with over half of them ( 51%) purchasing at least one pair in 2010 (Mintel 2010). At a time when the number of brands offering jeans has risen rapidly, Diesel, which has built an entire existence of passion, originality and creativity, emerges as a strong competitor towards the†¦show more content†¦The radical nature of all its products makes the awareness of its loyalists that Diesel is selling the view that the world is a â€Å"single, boarder-less macro-culture† and a sense of involvement in the premium, dynamic lifestyle rather than simply selling high-quality jeans. 2.1.2 Co-branding collaborations Even though Diesel is extremely successful and influential in the market of luxury and high fashion, it encounters the strong competition from Levi’s, the market leader, and pioneering companies who offer similar products like Lee and Wrangler. Unstable environments, dynamic markets, intense competition, and high costs to enter new markets force companies in various industries to adopt non-traditional, innovative branding strategies, including cobranding, in an attempt to exploit their existing brand equity (Desai Keller, 2002). In recent years, Diesel has collaborated with different range of well-established manufacturers to produce special edition items. This strategy usually provides a tool for differentiation that leverages brands through the transfer of positive associations, such as brand-quality, image, or awareness, from one brand to another (McCarthy Norris, 1999; Simonin Ruth, 1998; Washburn, Till, Priluck, 2000). Diesel did co- branding with L’Oreal to launch a series of â€Å"Fuel for Life†Show MoreRelatedEssay Marketing Research on the New Volkswagen Golf1559 Words   |  7 PagesMarketing Research on the New Volkswagen Golf Marketing research aims to take some of the risk out of marketing decisions by providing information that can form part or the entire basis of decision-making. It is applicable to all aspects of marketing-mix decisions and should be an integral part of the process of formulating marketing strategy. Marketing research by definition is the function that links the consumer, customer and public to the market through information- information used to identifyRead MoreSwot Analysis for Cheerios2843 Words   |  12 PagesMarketing Audit: Internal Audit: Brand: The brand Cheerios is co-owned by Nestle and US company General Mills, but operates under Nestle for consumer recognition purposes in the UK. Consumers associate Nestle with high quality products and worldwide recognition. 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