Middle Semester Test MM 5003, MARKETING MANAGEMENT

MBA YP 51 B, Institute of Technology Bandung

Lecturer
: Harimukti Wandebori
Time
: Thursday, October 2, 2014
Submission date
: Thursday, October 16, 2014
Place
: MBA ITB Ganesha Campus
Exam Model
: Take Home Test

--------------------------------------------------------------------------------------------------------------------Please answer all the following questions:

1. Mention the Value Proposition of Gucci and provide your supporting analysis, i.e. related with the
business strategy and positioning of the products, etc.
2. What are the Segmenting, Targeting, and Positioning of Gucci? Provide your supporting analysis.
3. What is the Marketing Mix of Gucci Product? Provide your supporting analysis.
4. What is the Marketing Mix of Gucci in each of the phases? In other words, mention the Marketing Mix
in each of the three different phases.
5. In accordance with the Brand Equity Model, what stage(s) to be emphasized in the stabilization phase,
acquisition phase, and consolidation phase? You can choose each of the Brand Asset Valuation Model,
Brand Dynamics Pyramid, and Brand Resonance Pyramid.
6. Related to the brand leveraging secondary association, what were activities undertaken by Gucci in
each of the phases?
7. In terms of Branding Strategies of Gucci, what choice(s) undertaken by Gucci among alternatives of
Individual Brand names, Corporate umbrella or corporate brand names, or Corporate name combined
with individual product names and why? Provide your supporting analysis.
8. What can you suggest to Gucci in term of Marketing Research to be conducted to help restructure the
company?

Good luck!