Marketing Promotion of New Product-Gucci New Fragrance

Marketing (Level 2) 2010 / 2011 Marketing a spick-and-span product 1. Overview of high society, market and brisk portfolio of products. This writing proposes the market strategy for the launch of a invigorated fragrance by the Multinational Corporation of GUCCI. The House of Gucci is iodine of the most established premium fashion brands in the world. Its mastery has dep completioned largely on its effective marketing strategies. The specific company was chosen because in the middle of an international financial crisis, it is a challenge to attempt to introduce a high end product, even if it is addressed to an elite clientele that most likely has not been substantially affected by the crisis. The Gucci Group belongs to the PPR, a multinational holding company initially called Pinault-Printemps-Redoute. PPRs Income in € million for the past two years is shown below: (source: PPRs web site, Finance figures) Gucci Groups contribution to this gross is 19.6% for 2008 and 20.5% for 2009. In the same year, it ranked 41th according to Business workweeks Top 100 Brands. It now has 609 stores worldwide, a second of franchisees and high-end department stores that carry its brands.

GUCCI, being one of the premium brands, has to fight down with a number of factors both internal and external in rule to maintain its current status. 2. Explanation of/rationale for new product Fragrances is one of the prevailing GUCCIs products. GUCCI has been distinguished for the excellent flavour that offers in all its products, with the fragrances holding a very considerably position in its volume of sales. In the fragrances department in that respect is room for a new perfume and this perfume will come to fill a gap within the living GUCCIs portfolio. The name of the new perfume presented in this report is Sense of Rhodes. The scent of Sense of Rhodes is very unique and special, awaken the inner desires of the sophisticated woman for fashion and adventure. Referring to the idea of a Brand Identity, which are... If you want to get a full essay, order it on our website: Ordercustompaper.com

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