Live, Breathe and Wear Passion

diesel future.mp4

http://www.youtube.com/watch?

Live, breathe and wear passion

HISTORY1978-creation of Diesel brand name(Italian company)

1985-Renzo Rosso complete acquisition of the company

1995-one of first clothing companies on the internet

1996-Diesel’s first flagship store in New York City’s Lexington Avenue

1998-advertising industry awards - “Advertiser of the Year” 1998-UK’s most influential fashion magazines for men “Fashion Brand of the year”1999-Diesel’s product lines;

Diesel Kids 55DSL

2003-15 among worldwide luxury brands Leader in pioneering new styles, fabrics, manufacturing methods and quality control.

Segmentation ,Targeting Geographic Region-International Density-Urban cities(U.S. & 80 other countries) Demographic Stylistic men and women: ages of 16-35 years Annual income Hip generation-high school/college students/ young professionals (passionate or innovator who follows their own unique path in life) Psychographic Lifestyle This eccentric man or women spends a significant amount of money on

quality fashion-forward clothing Behavioral Loyalty Status

Its in the brand…Diesel …you buy the brand not the jean

• http://www.diesel.com/#/home/

Positioning

Diesel’s Marketing Mix

product . price . place . promotion

Product DIESEL

DIESELKids Division

STYLELAB

D-DIESEL 55 DSL

LICENSE PRODUCTS

DIESEL Shades

DIESEL Foot wears

DIESEL Fragrances

DIESEL Time Frames

DIESEL T-Shirts ,Shirts , Sweat-shirts, Luggage, Cosmetics , Accessories

Price Premium Pricing –Premium quality , Dynamic Lifestyle

Diesel Jeans range from $100 to $300 a pair

Place Diesel products are available in more than 5,500 chain and

department stores in 80 countries worldwide

(U.S., Nordstrom, Urban Outfitters, Bloomingdales, Barney’s New York , Poland, Israel)

Exclusive distributionFeature jeans and Diesel Style lab line

PromotionPromote products mainly online www.diesel.comand in high-end magazines such as:

ElleVogue

EVENTS: Radio Station(DIESEL.U.MUSIC) DIESEL WALL DIESEL ARTAdvertisements: Create stories around pictures (unusual topics that can be perceived in many ways) “MAKE MY WAY”Current Campaign: Global Warming Ready

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Diesel Jeans For Successful Living.mp4

http://www.youtube.com/watch?

Diesel

Strengths . Weaknesses . Opportunities . Threats

Strengths

One of the 1st clothing companies to have major presence on the internet, opening it’s site in 1995.

Contains information about all diesel product lines with a complete archive of diesel advertisements.

Prides itself in quality, uniqueness and design– Buttons, embroidery

Exclusively made in Italy which allows incredible attention to detail and design.

Exclusive distribution strategy.

Weaknesses

Expensive Diesel jeans sell from $100- $300 Only a select group can purchase their

merchandise.

Lack of Brand awareness for new product line. Imitation.

Opportunities Enhance brand awareness. (Pelican Hotel, Diesel Farms , Diesel wine & Olive oil)

Threats Competitors

Energie, G-star, Seven for all Mankind, True Religion, Citizen of Humanity, Chip and Pepper ,Giorgio Armani, Benetton Group, Calvin Klein.

Changing Trends Majority of sales comes from designer jeans. If designer jeans

go out of style diesel could see a very large drop in sales

Thank you

http://www.docshare.com/doc/95177/Dieselhttp://faculty.insead.edu/chandon/personal_page/Documents/Case_Diesel%202007_corrected-w.pdf