This website uses cookies to ensure you have the best experience. Learn more

Marketing Audit Of Diesel Essay

1988 words - 8 pages

1. Introduction
Since 1950s, Jeans have become and continue to be a staple item of clothing in people’s wardrobes as a medium representing stylish identity and identification (Kramer, KR, 2006). People wear jeans for a range of occasions, from staying at home to going outside at a cinema, restaurant or even a working place. As a report from Mintel states, during the year 2006 and 2010, the percentage of adults who bought jeans had remained relatively stable with over half of them ( 51%) purchasing at least one pair in 2010 (Mintel 2010). At a time when the number of brands offering jeans has risen rapidly, Diesel, which has built an entire existence of passion, originality and creativity, emerges as a strong competitor towards the market leader Levi’s, with its daring and provocative style and cuts.

Founded in 1978 by Renzo Rosso in Braganza, Northern Italy, the company, Diesel S.p.A, remarkable as an innovative international design company producing a wide-ranging collection of jeans, clothing and accessories with full of originality. Diesel is a leader in pioneering new styles, fabrics, manufacturing methods and quality control to guarantee an outstanding product ( It sales its products in over 80 countries now and employs more than 2000 employers with more than 300 mono-brand stores with more than 5000 outlets available all over the world.

However, this list of numbers are way less attractive than the conception that Diesel and its founder persist through last 30 years. The comment from Don Henshall that ‘‘Diesel’s about being an individual, it’s about having a laugh, not taking yourself too seriously, looking at girls and thinking ‘Yeah, I’d love to get in there’’ (, 1996) has perfectly reflected its unique mindset which puts sales and profit secondly to building something special, something “cool” and something that can change the world through fashion. The slogan of Diesel, ‘Be stupid’, advocates that to be open to novelty and be honest with people themselves. This state of mind makes the brand famous among jeans-purchasing consumers as a sign of high fashion and luxury.

The purpose of this essay aims to understand and critically analyse the 4P(product, price, place, promotion) & STP (segmentation, targeting & positioning) strategies that Diesel S.p.A has conducted before, hence make possible recommendations in respect to the marketing mix of the company.

2. The marketing mix

Marketing mix is a marketing toolbox that is commonly implemented in order to determine the prior approach to presenting a good or service for consumer’s consideration (Solomon, 2009). It’s defined as the set of controllable tactical marketing tools that the firm blends to produce the response it wants in the target market (Philip Kotler,, 2001) and it consists of all sectors that the company are able to determine for the purpose of influencing the demand for its product. Four groups of variables are...

Find Another Essay On Marketing Audit of Diesel

Global Warming: A Fashion Trend? Essay

1306 words - 5 pages Throughout the years, Diesel has promoted their brand through their innovative and typically outlandish advertising. Their unique and successful marketing techniques have helped them gain popularity. They have a reputation for the “ability to create fresh, radically rebellious, inspiring and sometimes nauseating ad campaigns that really set the brand apart from the pack” (Sauer). Their absurd ads have gone as far as encouraging smoking an

Marketing approach for dell computers Essay

575 words - 2 pages . As the company grew, it also developed an understanding of how to effectively manage their supply and distribution channels. This marketing audit will analyze the strategies and objectives of Dell, Inc. to show how their business objectives have translated into a successful marketing plan.The objective of this report is to communicate the results of a comprehensive marketing audit of Dell, Inc. The audit will be conducted by utilizing data

Independence of auditors

1979 words - 8 pages credibility. Independence is a state of mind, being subjective and invisible, it is not possible an audit committee can apply any litmus test to determine whether it is skeptical. The issue of credibility would exist whenever there is substantial level NAS being provided. The audit firm is often believed to treat auditing as a loss leader for marketing NAS.In contrast it has also been asserted that the provision of NAS may strengthen auditor

What are generally thought to be the principal threats to auditor independence?

942 words - 4 pages audit fees which called "lowballing". Such malignant competences not only break into the marketing rule but also force the auditor more incline to the client. For example, what's the role of "ARTHUR ANDERSEN, LLP" in the affair of "Enron"? ANDERSEN is one of the so-called 'Big Five" accounting firms in the United States. When the affair of "Enron" broken, "ANDERSEN" burnt some important evidences of "Enron", and it also reported that "ANDERSEN

Statement of Purpose

1517 words - 7 pages respective shares. I also represented the Sales and Marketing Department for TS-16949 quality audit. Apart from this I was able to communicate with the different departments like finance, sourcing, design and manufacturing to understand the functioning, strategy and engineering concerns so as to communicate the same to the customer on a variety of occasions. I have interacted and worked with renowned customers like Daimler, Mahindra Navistar

Biodiesel: is it worth considering?

2861 words - 11 pages In the late 1890's, a man by the name of Rudolph Diesel invented a new fuel for stronger vehicles with the environment in mind. This new fuel was diesel, and originally the engines were designed to run on refined vegetable oils such as soybean oil. Over three-hundred years have passed, and the use of soybean oil is still in use, only it is the kind of a sprouting breed. This new fuel emission is called biodiesel, composed of a 30% diesel to 70

Steps of the Marketing plan as suggested by MacDonald (2000). Explain what each steps means to a company

1536 words - 6 pages intent directed at those aspects of the organization's operations which are critical to success." Cole, G.A. (1994)Step 3: The marketing auditMarketing audit "is the means by which a company can understand how it relates to its environment in which it operates" McDonald (2000). The role of a marketing audit is relating the marketing mix factors to environmental, consumer, competitive and industry variables. As defined by Berkowitz, et al (1989

The Evolution of The Concept of Auditing

956 words - 4 pages statements’ compliance to regulations concerned with financial reporting and correctness of financial figures. (Mango) The internal audit activity is separate (independent) from all other functions of management (i.e. Finance, marketing, Production, Human resources etc.). This is to enable internal auditors to perform their duties, as the eyes and ears, independently as a department and yet also objectively as individuals. The scope of the

Legal Regulation of Corporate Governance in the Role of Auditors

2552 words - 10 pages Marketing [27] Auditors and Corporate Failure: An Analysis of the AWA and HIH failures in Australia and the Role of the Auditors. [28] CPA Australia and the Institute of Chartered Accountants in Australia (2004) ‘Auditing Handbook’, Prentice Hall, Sydney. "Audit Independence - Independence of Australian Company Auditors." Insert Name of Site in Italics. N.p., n.d. Web. 23 Apr. 2014 . [29


534 words - 2 pages Brand Audit Lecture 4 3.2 Brand Audit  In accounting, an audit is an inspection by an outside firm of accounting records…An assessment of the firm's financial health in the form of a report.  Brand Audit assesses the health of the brand, discover its sources of equity, and suggest ways to improve and leverage that equity Why is brand audit important for the firm? 3.4 Importance of Brand Audits  Understand

Strategic Marketing

595 words - 2 pages ContentsAbstract1Introduction1Basic theory of Strategic Marketing2Different Marketing Strategies2Conclusion3References4AbstractThis paper is intended towards the explanation of the term strategic marketing. The first section tries to give a basic definition of the term while the latter section focuses on the various marketing strategies available and their purpose.IntroductionAll sorts of businesses of the world use some sort of marketing

Similar Essays

A Marketing Audit Paper Of The Cialis Product

3012 words - 12 pages . A Marketing Audit will be attempted on the Cialis product of Eli Lilly based mainly on Internet sources such as:1. Eli Lilly's homepage for Cialis itself;2. Articles and web pages about the Eretile Dysfunction medication scene, and;3. Articles on the web describing or commenting Cialis' progress in the market.A marketing audit is an evaluation of the company's marketing efforts and measurement of success compared to its goals and whether the

A Marketing Audit On Glad Trash Bags Of Clorox Company

6310 words - 25 pages to have greater elasticity than Hefty.Even though the Glad brand has products available across the world, we will focus only on their U.S. marketing efforts in order to remain within the scope of this audit. Moreover, our source Cheryl has no information regarding the activities of Glad outside of the U.S. The Glad brand covers the entire domestic market from coast to coast. Their products have a wide breadth of use and all of their products have

Marketing Plan: Phase I Essay

1308 words - 5 pages As we head into 2009, Gas prices are on the rise. As an alternative to the high cost of gasoline, we plan to introduce a product that will be more cost efficient and more economical to the general public, which is bio-diesel. This paper will briefly discuss the history of Exxon, and gave a brief description of bio-diesel. In addition, it will outline the importance of marketing for success, describe the strengths, weaknesses, opportunities

The History Of Diesel Electric Locomotives

1278 words - 5 pages 1MillerThe History of Diesel Electric LocomotivesOne of the problems in the passenger train industry was the complaints from luxury cars who felt as if the tour was through a coal mine. Imagine a romantic ride on a steam train with a woman who wore a beautiful dress, that now is covered in cinders and ash; this is one of the disadvantages of steam locomotives (steam 171). Electric locomotives begin to replace steam-powered trains around 1900