Published by MBA Skool Team, Last Updated: February 08, 2019
Marketing Strategy of Guess 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 Guess marketing mix, help the brand succeed.
Guess marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Guess Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Guess Product Strategy:
The product strategy and mix in Guess marketing strategy can be explained as follows:
Guess is a world leader in fashion apparel and retail. Guess has an expansive collection of various products, catering to the upscale, youthful generation of customers. The key feature of all the product is that the products are of premium quality, fit to the detail and uniquely styled, targeting the fashion-oriented customers. For women and men, Guess has a wide collection of products in its marketing mix product portfolio like Jewelleries, watches for women and leather bracelets for men, sportswear, sunglasses, underwear etc. It also has range of fragrance, belts and footwear like flats, sneakers, court shoes, bags like leather bags, denim like jeans, jeggings, skirts and shorts. There are products in Kid section which has products in three ranges.
Guess Price/Pricing Strategy:
Below is the pricing strategy in Guess marketing strategy:
Guess has followed premium pricing policy where the products they offer are superior in quality and also targeted at customers who are nonchalant about prices and more focused on getting a premium brand tag.
Guess has created a new line of products too which is for middle and upper middle-class customers and is reasonably priced. This strategy allows them to cover different customer segments, generating sales volume and thus, greater revenues.
Guess Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Guess SWOT Analysis, STP & Competitors
Guess Place & Distribution Strategy:
Following is the distribution strategy in the Guess marketing mix:
Guess began its operation from a store in Beverly Hills and now has expanded its international presence and distribution in many places in the world like Middle- East, Latin America, Australia, Africa, Europe, South America and Canada. The distribution network of the company is strong and has direct to customer, licensing sales people and wholesalers. Guess has more than 484 outlets in and 380 outside Canada, US. It operates through wholesale channels.
Apart from these outlets, Century City, Waterfront, Sandton City, Menlyn Park, Gateway Mall are the most notable ones.
Guess Promotion & Advertising Strategy:
The promotional and advertising strategy in the Guess marketing strategy is as follows:
Guess has an excellent channel of advertisements and this creates a stable brand equity for Guess and a loyal customer base. The product quality is high and thus, the trust is high. It creates good visibility of the brand. The iconic promotional strategies include Black and White ads, uniquely themed ads and print media in Vanity and Vogue magazines which is a major advantage. It has a website which displays the various products it has to offer with catchy themes like Winter Collection, one theme: to take the centre stage. There are gift guides and seasonal collection preview to provide customers with idea of the collection. In 2017, Camila Cabello was announced as the new face of Guess while Jennifer Lopez is the face in 2018. Thus, celebrity endorsement has been domain of promotional activity for the company. Back to the future movie has the characters like McFly promote Guess designer clothes.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Guess.
Guess being a premium fashion brand, focuses on people experience. The customer target for the company are the upper, uber rich population and they don’t wonder twice before paying for the expensive luxury products. Thus, their comfort and service quality are the key in retaining those customers. The Guess staff is especially trained to be polite and cater to the customer’s demand, guiding and assisting them in choosing the right product.
Guess branded outlets are present in over 400+ outlets and Century City, Waterfront, Sandton City, Menlyn Park, Gateway Mall are the most notable ones. The stores have an uber luxurious ambience with soft, warm lighting and properly highlighted products on display. The Guess brand logo has a question mark in the middle of an inverted triangle which showcases their unpredictable uniqueness.
Customers are assisted throughout the process of choosing and buying the products on store. The products can also be ordered online through the official website or via third parties like Amazon and they would be delivered on time. Hence this completes the marketing mix of Guess.
Guess is an American company which offers clothing and accessories for men, women and kids. It owns many retail stores. It has a huge, upscale collection of clothes, watches, jewellery, perfumes and shoes for both men and women. It was founded in 1981 by Georges Marciano, Maurice Marciano, Paul Marciano, Armand Marciano. It is headquartered at Los Angeles, California, US. It is also the owner of Marciano Line in 2006 and it was available only through Guess.com and select Guess stores. The company is involved in designing, distributing, marketing of their products. It is present in over 484 locations. The core competitors of the brand are Pepe Jeans, Levi’s, Calvin Klein, Ralph Lauren Beebe.
The Guess logo has a question mark in the middle of an inverted triangle. In 2016, the net revenue of the company stood at around US$2.20 billion.
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