Diesel Marketing Mix (4Ps) Strategy

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Marketing Mix of Diesel analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Diesel marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Diesel Marketing Mix:

Product:

Diesel is a major clothing brand having its business spread globally. The brand has a wide product range in its marketing mix & has a clothing line for men, women & kids. Some of the offerings of Diesel are:

Denim and Clothing: Denim, JoggJeans, Jackets, Leather Jackets, Trousers and Shorts, Shirts, Sweaters, Knitwear, Polos, T-shirts & Tops, Underwear, Beachwear

Shoes and Accessories: Footwear, Bags, Wallets, Belts, Accessories, Eyewear, Perfumes, Watches, Smartwatches, Technology, Bijoux & Gadgets

Kids: Denim, Apparel, Accessories

Most of the products of Diesel have a unique design and a rugged look. The product innovation team is high at work all the time to bring in new designs that stand out in the cluttered apparel market. They try to promote a life style by creating a style statement. They have licenses with top companies like Fossil to develop watches and jewellery, for eyewear with Marcolin and for fragrances with Loreal.


Image: Wikimedia


Price:

Diesel is a premium brand targeting the upper class society in the urban densely populated areas. It has created a brand culture, the Diesel way of life and charges a heavy premium for its high quality uniquely designed products. No two Diesel products are same even within in the same category. Diesel clothes can cost anywhere between $100 to $2000. The watches and shoes are priced based on the high value of products offered. The pricing strategy in its marketing mix is not competitive and customers pay a huge brand premium.


Place:

Diesel directly manages around 20 subsidiaries across Europe, Asia and the Americas. It is present in more than 80 countries. There are about five thousand points of sale and about five hundred different sub categories. There are Diesel brand outlets in Mumbai, Hyderabad, Mangaluru and Bengaluru. Diesel stores are also present in major mall throughout the country. Diesel also sells through Diesel Online Store and other ecommerce players like Amazon, Myntra and Flipkart.


Promotion:

Diesel’s Creative Team has executed ground breaking advertising campaigns in collaboration with a variety of talents, from promising newcomers to leading names in the worlds of photography and art direction. Diesel’s campaigns have generated shock, laughter and disbelief, as well as shelf-loads of awards. The Ads by Diesel were full of irony, intelligence, provocation and appeal. ''Be Stupid'' is one of the most famous Diesel brand campaigns. Here, stupidity does not really mean in the traditional sense. It means to be gutsy, spontaneous, creative and unpredictable. These are the core ideas that symbolise the Diesel brand. The “Go with the Flaw” Ad campaign highlights the out of the box thinking of the brand and showcases how its design eccentricities adds to the beauty and appeal of its products. The Ad campaigns are beautifully shot and the cinematography and editing shows the high quality and thought put behind them by the team. The clearly portray what Diesel brand is about i.e. quality and taking a different path and breaking the norms. Hence this completes the Diesel marketing mix.


About Diesel:

Diesel is an Italian brand which sells jeans, clothing and other accessories which include watches, shoes etc. its headquarters are in Breganze in the Veneto region of Italy. In 1978 the Diesel brand was created by Renzo Rosso. He chose this name because it’s easy to remember and spoken in similar fashion throughout the world.  It signified an alternate taste in fashion as Diesel represented an alternative fuel during those times. Diesel has experienced extraordinary growth and has evolved from being a leading pioneer in denim into the world of premium casual wear, becoming a true alternative to the established luxury market. Diesel’s brand stands for passion, individuality and self-expression. Diesel is an innovative brand which constantly tries to bring in new products and style. On an average, it produces around 3000 new products during every season. The company believes in providing authentic denims to its customers. To achieve this, they heat print a QR code into the jeans and any QR scanner on a cell phone can be used to authenticate the denim. Diesel have a loyalty program called D:Code which provides personalised birthday and anniversary gifts, exclusive sale previews, see new collections first and get behind the scenes access, unite at international parties. Department stores do not come under the purview of this program.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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