Published by MBA Skool Team, Last Updated: December 02, 2017
Marketing Strategy of Ducati analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Ducati marketing mix, help the brand succeed.
Ducati marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Ducati Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Ducati Product Strategy:
The product strategy and mix in Ducati marketing strategy can be explained as follows:
Ducati is a global manufacturer of sports bikes, which are known for their speed and performance. At the time of inception Ducati uses to produce radio components like vacuum tubes, condensers, and other various components and after that, the company came up with a cycle with an engine having an overall weight of 44kgs, which was the first ever motorcycle produced by the company. They tried their hands in four-stroke scooters named cruiser, but it was not successful. Since then the company started with high-end manufacturing motorcycles as a part of their marketing mix product strategy. Now, Ducati offers eight products in its product line that are Diavel, Xdiavel, Hypermotard, Monster Multistrada, Panigale, Supersport, and Scrambler. The description of some of the bikes are as follows:
Diavel: This model has three varieties that are standard Diavel, Diavel Carbon, and Diavel Diesel. The various features of this category are:
The company provides various lifestyle products, accessories associated with bikes and having the logo and design of Ducati.
Ducati Price/Pricing Strategy:
Below is the pricing strategy in Ducati marketing strategy:
Ducati is a premium motorcycle brand offering powerful and high-performance bikes.
The pricing strategy in its marketing mix is dependent upon the product as well as the value-added services. Since Ducati is a renown international brand, It has to consider all the factors before deciding the price of any product. Ducati is not only known for its premium and high-end bikes but also for its quality and services. The price of Ducati’s bike is a little bit on the higher side as compared to its competitors such as Suzuki and Honda. The company follows premium and value-added pricing policies. Since Ducati offers premium bikes, customers from all around the world purchase it because of the quality bikes it offers, and Ducati’s bikes are considered a status or symbol for upper-middle class and upper-class customers. Its sales have been increasing day by day across the world; this shows that customers are looking for a perfect match between quality and looks that is provided by Ducati.
Ducati Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Ducati SWOT Analysis, STP & Competitors
Ducati Place & Distribution Strategy:
Following is the distribution strategy in the Ducati marketing mix:
Ducati is present all over the world covering most of the countries. Japan, Europe, UK and the US are the primary markets for its products. It has subsidiaries in various countries which help the company in building the strong distribution network. The firm has strategized its distribution network by having a strong alliance with dealers and distributors. Later the company opened its chain of outlets to show the visibilities across the world and started providing world-class service to its customers. They opened many service centers to fulfill the after-sales services to the customers. Ducati has positioned itself very well in the market by providing robust infrastructure and distribution network that includes dealership programme. Dealership programme is the most effective platform which consists of forty outlets exclusive for its products and the company also provides the proper training of the employee.
This shows that Ducati has a reliable supply chain and it is managing the logistics in a very sophisticated manner.
Ducati Promotion & Advertising Strategy:
The promotional and advertising strategy in the Ducati marketing strategy is as follows:
Ducati has a confident and robust image among the target segments. It has been associated with many promotional activities over the years. The promotional activities include both offline and online campaigns. In offline promotions, the company uses to come up with various advertisements and commercials that define the brand value of the company and help in the propagation of its products to the maximum benefits for the company. The company launched many Youtube ads to gain the focus of the youth, and for direct interaction with the customers, it has a Facebook page. Ducati is associated with various sports events and competitions such as AMA Superbike Championships, Manufacturer World Championship, MotoGP, etc. Ducati has its team named Ducati Corse which is the racing team department that participates in mentioned above racing competitions. For example, In 2007, Ducati won MotoGP World Championship for both manufacturer and rider. So, the association of the company with all these events positions the products as rough and racing bikes among the target segments. This concludes the Ducati marketing mix.
Ducati is an Italian motorcycle manufacturer, Since July 2012 it is owned by German automotive manufacturer giant Audi which is the Italian subsidiary of Lamborghini, and all of these are owned by the world’s largest automotive manufacturer Volkswagen group. Ducati was founded in the year 1926 by Ducati family, and since then it has been in designing and manufacturing of motorcycles. Its headquarters are located in Bologna, Italy. Ducati is one of the largest producers of premium bikes, and some of its competitors are Suzuki, Honda, Bajaj, Yamaha, etc.
Ducati is not only known for its premium and high-end motorcycles but also for its quality and services. It is also associated with various sports events and competitions such as AMA Superbike Championships, Manufacturer World Championship, MotoGP, etc.
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