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 Process Benchmarking

Two selected “luxury” non food products are Gucci and Dior.
Gucci Marketing Mix
Gucci Product Strategy:
Gucci's marketing mix has a diversified product portfolio with tremendous length, breadth, and
depth. Gucci's collection of items includes handbags, shoes, ready-to-wear, jewelry, watches, and
other accessories. It sells items for both men and women, as well as children. (The Ultimate
Guide to Marketing Strategies & How to Improve Your, n.d.)It has a lot of content in each
product category. Totes, shoulder bags, backpacks, clutches, crossbody bags, and more items are
available.
Gucci Price/Pricing Strategy:
The cost of the garments is determined by the fabric quality and the amount of work done on
them. All of the charges and expenditures that it incurs are included in its pricing strategy in its
marketing mix. When items are exported, their rates rise as a result of various charges put on
them. Because the materials used to make Gucci items are of the highest quality, the products'
prices are similarly exorbitant. (MindTools., n.d.)
Gucci Place & Distribution Strategy:
Gucci is maximizing the efficiency of its current network in order to boost organic growth and
revenues. Gucci has stores across Europe, the United States, Asia, the Middle East, and
Australia. Merchandising, marketing and communication, and retail planning are the company's
main commercial operations. Support staff departments such as Human Resources, Finance,
Corporate Social Responsibility, Legal, and Corporate Affairs manage the non-core areas of
Gucci's company. (Smart Insights., n.d.)
Gucci Promotion & Advertising Strategy:
As part of its marketing mix, Gucci uses ads, banners, look books, social media, and print media
to make itself known. Their marketing initiatives have been featured on Facebook, Pinterest,
YouTube, Instagram, and Tumblr, among other social media sites. They've enlisted the help of a
number of bloggers to promote their material on social media. Gucci also offers an app called
Gucci Style App, which is available in eight different languages. (YourDictionary, n.d.)
Dior Marketing Mix:
Dior Product Strategy:
Dior creates and sells leather goods, ready-to-wear, footwear, fashion accessories, timepieces,
jewelry, cosmetics, perfumes, and skincare products, among other things. Miss Dior and Poison
are two of the company's most popular scents for ladies, while Sauvage, Jules, and Higher are for
men. Under its make-up kit, the company manufactures concealers, foundation, powder, and
blush for the face, mascaras, eyeliner, and primers for the eyes, lipstick, gloss for the lips, and a
variety of other goods. Skincare products such as toners, serums, scrubs, and masks are
available. (The balance Dior business., n.d.)

Dior Price/Pricing Strategy:

With the aid of its quality assurance and distinctive designs, Dior offers its products to the upper-
class and high-income groups. It is aimed towards clients who are stylish and have a strong
social identity. Because its products are of superior quality, it has implemented a premium
pricing approach. Dior has built a trusting connection with its consumers, and it is these high-end
clientele that have enabled the brand to thrive at premium rates. Dior is all about exclusivity, and
its customers understand this. As a result, they are willing to pay a premium for Dior items since,
at the end of the day, wearing a Dior product is a status signal. (Marketing91, n.d.)
Dior Place & Distribution Strategy:
Dior items are unique and one-of-a-kind. They may be found in almost two hundred and ten
different areas across the world. It has 189 sites throughout Asia, 45 locations in Europe, eight
locations in the Middle East, 48 locations in North America, six in Oceania, four in South
America, and one each in the Caribbean and Africa. Dior franchise stores may be found in high-
traffic areas in major cities such as New York, London, Tokyo, Beijing, and Paris. The
company's headquarters are in the French city of Paris. Dior distributes its whole collection of
items through its global retail chain as well as its multiple online outlets at dior.com.
(Marketing91, n.d.)
Dior Promotion & Advertising Strategy:
Dior is all about relationships and trust. Regular clients are rewarded for their loyalty by
receiving the newest product information by email or mail. It also sends out invites for a pre-sale
to a select few who are regular purchasers. Dior offers a website where interested clients may
find out more about the brand and purchase things through its online stores. Some of the celebs
that have been spotted wearing this brand in public include Ziyi Zhang, Blake Lively, and
Madonna.

Marketing Strategies and Tactical Approaches:

Gucci:
Gucci's approach for being the hottest brand is to encourage diversity, appealing to all people
rather than just one gender. In order to best capitalize on current trends, the Italian luxury
business provides more ready-to-wear to its clients.
Gucci divides its goods to provide a balanced assortment: There are 40% trend-oriented pieces
and 60% traditional designs in this collection.
Gucci is part of a group of businesses who are leading the way in terms of sustainable fashion. It
would be advantageous for the Italian brand to emphasize this effort in order to improve its
image as an environmentally conscientious corporation. (LECTRA, n.d.)
Dior:
Dior has notable tactics. It has been able to create partnerships with many clients by considering
bulk attractiveness. Clients who are looking for more than just a fantastic wardrobe. This has
been really useful, since it has received hundreds of Instagram mentions. It has also managed to
stay ahead of the competition for the majority of the year.
The Dior brand, like other firms in many industries, could not afford to ignore the use of
influencer marketing by increasing its social media presence. As a result, they sought out
powerful people in the digital field's most essential communication channels. (Marketing91, n.d.)
Conclusion and recommendation:
There is always room for improvement, development, and growth. Three primary
recommendations may be made to Gucci based on the merchandise and marketing analysis:
continue the inventive approach, promote the image as a responsible firm, and expand
distribution channels.
Since its foundation, Dior has been one of the fashion industry's trendsetting firms, carrying its
tradition and heritage. Existing customers may be retained, and a new Dior target demographic
can be attracted. It will be a better method to accomplish this than through print and internet
media. (Jobber)
References
Jobber, D. a.-C. (n.d.). Principles and Practice of Marketing. 9th Ed. McGraw-Hill.
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https://www.lectra.com/en/library/guccis-strategy-what-does-it-take-to-be-1-hottest-
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Marketing91. (n.d.). Retrieved from Marketing Mix of Dior – Dior Marketing Mix:
https://www.marketing91.com/marketing-mix-dior/
Marketing91. (n.d.). Retrieved from Marketing Strategy of Dior – Dior Marketing Strategy:
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ategy%20of%20Dior%20%E2%80%93,available%20to%20the%20target%20market.&te
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The balance Dior business. (n.d.). Retrieved from The elements of a marketing mix and how to
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The Ultimate Guide to Marketing Strategies & How to Improve Your. (n.d.). Retrieved from
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