Gucci- Social Media Marketing Strategies using Internet & social networking sites.

Presentation onE-Retailing of

By:Anchal Aneja

Kriti SangarVallabh Jain*

Company Info

The House of Gucci, known as Gucci is an Italian Premium Fashion brand of Gucci Group was founded by Guccio Gucci in Florence in 1921.

Gucci is also the biggest-selling Italian brand.

Gucci operates about 278 directly operated stores worldwide and it wholesales its products through franchisees and upscale department stores

Unique features of Gucci.com

Ubiquity

Global reach

Universal standards

Richness

Interactivity

Information density

Personalization/Customization

Ubiquity

• Internet/Web technology available everywhere: work, home, etc., anytime.

• Effect:

• Gucci has removed marketplace from temporal, geographic locations to become “marketspace” since late 20th century

• It has enhanced customer convenience and reduced shopping costs

Global reach

• The company online presence reaches across national boundaries, around Earth

• Effect: • Gucci.com has enabled across cultural and national

boundaries seamlessly and without modification• Marketspace includes, potentially, billions of

consumers and millions of businesses worldwide

Richness

• Supports video, audio, and text messages

• Effect: • Gucci is delivering rich messages with text, audio, and

video simultaneously to large numbers of people• Video, audio, and text marketing messages can be

integrated into single marketing message and consumer experience

Interactivity

• Gucci works through interaction with the user• Negative feedback is also welcomed

• Effect: • Consumers engaged in dialog that dynamically adjusts

experience to the individual• Consumer becomes co-participant in process of

delivering goods to market• Product improvement and better customization is

possible

Personalization/Customization

• Gucci has made a greater use of its wide online presence

• Effect• Personalized messages can be sent to individuals as

well as groups• Products and services can be customized to individual

preferences

USP Product’s Quality, Style & Design. Direct Operational Stores(DOS) : Exclusivity of the product

is Enhanced. Strong Brand Name Strong Presence in International Market Diversification Strategy with a large Portfolio of Brands More control over Distribution Channel

Beautifully designed website

Colors used are perfect

We can get to know the price as and when cursor moves onto the product

Revenue

Gucci generated circa € 4.2 billion in revenue worldwide in 2008 according to BusinessWeek magazine and climbed to 41st position in the magazine's annual 2009 "Top Global 100 Brands" chart created by Interbrand.

Revenue is generated from

Advertising revenue model Sales revenue model Affiliate revenue model

Promotional Strategies

Ad Campaigns & Celebrities.

Social Media Marketing

GUCCI ON BLOGGER

Advertisement Model

GUCCI ON TWITTER

GUCCI ON FACEBOOK

Gucci has taken control over its distributors & it believes in eliminating the middle-men as much as possible.

The proceeds that are saved from lesser payments to the distributors are then spent on adding value to the services.

PRODUCTS OF GUCCI

Women Products

Handbags Shoes Ready to wear Belts Fragrance Hats and Gloves Jewelry Pet Scarves Sunglasses Wallets Watches

Men Products

Shoes Ready to wear Belts Fragrance Hats and Gloves Jewelry Pet Scarves Sunglasses Wallets Watches Ties

Children Products

Baby girl (0-24 months) Baby boy (0-24 months) Boys (2-8 years) Girls (2-8 years) Shoes Jewelry

Collections

New bamboo New Jackie Gucci 1973 Stirrup Seventies Flora Moccasin 1921 500 by Gucci

Gifts

Affiliate revenue model ( Mrpoter.com)

Advertising revenue model

I-Pod I-Pad Other Apple covers It associates involves apple.inc

products & apps to promote it’s products with it and in return it earns income from apple.

Gucci App

ADDITIONAL SERVICES

GUCCI unlike many others also provides Free Shipping

FREE REPAIR CUSTOMIZED MAKING OF

ACCESSORIES.

Bibliography http://www.styledrops.com/handbags-s

hoes/gucci-handbags.html http://shopping.yahoo.com/handbags/

gucci--brand/ http://www.oppapers.com/subjects/pro

motional-strategies-of-gucci-page1.html

http://gwendolyncuizon.suite101.com/the-marketing-strategies-of-gucci-a100826

http://rhapsophia.wordpress.com/2010/02/07/gucci-pr-strategies/

http://www.gucci.com/int/worldofgucci/mosaic/gucci_now/news_and_events

http://forums.thefashionspot.com/f60/gucci-s-future-plans-5215.html

http://www.luxist.com/2009/06/02/guccis-new-ceo-plans-brands-future/

http://www.9goods.net/?cheaper

Thank You.