approach using incentives to
With the launch of the recent marketing campaign around the
promotions. In this case
phrase ‘Be Stupid’, Diesel took a look at what brought its current
passion again acts to blur and
pipeline: it was Renzo Rosso, all those years ago, taking the
gel the boundaries between
‘stupid’ move to make jeans he wanted to wear. Then he took the
the two approaches. If we had
even more stupid move of trying to sell those jeans to others,
to define this approach in
believing he might not be the only fool in Molvena! As it turned
terms of theory, we would call
out, there were quite a few more to be found and Renzo’s ‘stupid’
it ‘through-the-line’, i.e. a blend
move ended up creating something which millions of people
of the two. The passion and energy embodied by the Diesel lifestyle
around the world now enjoy.
is communicated through a mix of above-the-line and below-the-line
purchase via various
approaches. The balance and composition of that mix is what the
Promotion and marketing at Diesel takes a very different route …show more content…
immediate tool a business can use to convey the quality of its rest of the marketing, drawing in the target customers by conveying the appropriate quality.
Diesel uses a model based on premium pricing. As we have discussed, Diesel is far more a lifestyle than a clothing brand.
Through the vision and passion of Renzo Rosso, the company has created a whole new approach to engaging with its customers. The price of Diesel’s products needs to reflect the substance and value of that experience.
A strategy such as penetration pricing used by businesses making high-volume, relatively low-margin products would be inappropriate as it would undermine the quality association thus devaluing the brand and experience.
We do not pay a premium price for Diesel jeans because they are a premium quality, that is taken for granted. We pay a premium price because the jeans and the brand fit in with and even encourage a premium, dynamic lifestyle built ‘for successful
Culture: Set of assumptions, beliefs and patterns of behaviour that are characteristic of an organisation or group of people.