Published by MBA Skool Team, Last Updated: January 20, 2019
Marketing Strategy of Moschino 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 Moschino marketing mix, help the brand succeed in the market.
Moschino marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Moschino Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Moschino marketing strategy can be explained as follows:
Moschino is a leading global apparel brand based out of Italy. Moschino have a different line of products for both men and women as a part of their marketing mix product portfolio. For female section, they have a range of 5 product categories namely clothing, bags, scents and fragrances, shoes and other accessories. For male section, they have broadly 4 categories namely apparels, shoes, fragrance and other accessories.
Moschino Price/Pricing Strategy:
Below is the pricing strategy in Moschino marketing strategy:
Moschino mostly offers high quality products at high prices.
The customer segment they target is the upper class, so for them premium pricing strategy is applied. However, they also have product line pricing strategy. Here, they offer different price range for different products making them appealing to middle class potential customers. This includes making same product with different benefits and different levels of usage so as to make the price vary accordingly. In the same product line, the cheapest products by Moschino are very simple designs and the costliest product features complex designs and more stylish approach.
Following is the distribution strategy in the Moschino marketing mix:
Moschino appoint both direct as well as indirect mode of distribution. They sell directly to customers via stores and outlets which are their own flagship store. They also have online stores offering delivery. Their indirect method includes selling via wholesalers and the various retail stores.
The main focus is to reach as many customers as they can reach, therefore they have this dual distribution network.
Moschino Promotion & Advertising Strategy:
The promotional and advertising strategy in the Moschino marketing strategy is as follows:
The major part of promotion of Moschino includes print media and online promotion. On a narrow view, they specifically target to get featured in special interest magazines like vogue and the magazine W. There are many online magazines and blogs through which they are promoted. Their ads are particularly colourful, vibrant and have quirky visuals. This is in turn seen as eye-catching element deviating from boring luxury product catalogues. Hence this completes the marketing mix of Moschino.
Moschino is an Italian apparel company which makes various ready to wear cloths and related accessories. It was brought by Franco Moschino, the founder of the company, in the year 1983. It has a unique approach of cloth making by making parodies of high fashion and it promotes the idea of anti-fashion. They aim at a customer base of people from ages 18 to 45. They belong to the middle class and upper class.
Those people who consider themselves bold and want to stand out in the crowd, preferably choose to wear their products. Their competitors include premium and luxury brands such as Gucci, Louis Vuitton and Prada.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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