Marketing Audit of Diesel

With other companies starting to encroach upon the Jeans market share, Levi’s decided to introduce a new product. With the goal to gain profits, Levi’s pursued diversification with the new product. This product was formal clothing for men.

This case study talks about the slowdown in the premium jeans market. The first slowdown was in 2007, after that time premium jeans never the same. Between 2008 and 2010 the premium denim prices fell 10-15 percent over this time period. There were different tactics these premium denim designers including 7 for mankind, True Religion, Diesel, Joe Jeans and Levi Strauss tried to attempt to maintain their positions. Some did this by lowering the price of jeans, creating lower priced jeans (i.e. recession collection and jeggings), creating more brands and stores. This case study also talked about the major effects that things like economic issues (i.e. the recession) and rising cotton prices (due to low stockpiles, heavy rains and

In the introduction of Chapter 1 “Consuming Passions” “The Culture of American Consumption,” it talks about how American popular culture is grounded in consumption. With the media in our hand, it is a huge influence towards the advertising world. With how styles of clothing have been changing over time, this talks about how from the earlier times wearing a simple type of blue jeans can change between who wears them over the years. As stated, “ By the 1950s, however, blue jeans began to bear an additional class significance as “casual wear” for middle-class Americans.” (72). In 1970 these pants have then become a simple fashion wear. They have also been introduced as a hipster type wear. Then in 1980 through the early 2000s, baggy jeans were

Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering

The use of denim has transpired from jeans into ready to wear collections including that of Yves Saint Laurent

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

Whenever people think of diesel engines, they imagine black soot pouring out of a big rig on the interstate. While that has been correct in the past, the technology is arriving that changes people’s thoughts to that of a more ecologically friendly. Ever since Rudolf Diesel created the diesel engine, it has been written off as a smelly, inefficient, and dirty way of converting fossil fuels into power. Diesel noticed how the steam engines of the times were wasting 80-90% of the fuel they burn, making them very inefficient. After learning about how inefficient typical gas or steam engines were, he dedicated himself to create a clean burning engine. In the beginning, the stereotypes were completely accurate, but those same adjectives are simply incorrect in today’s times. These constant put downs by environmentalist are often uneducated and generalized by the small number of older, inefficient trucks that are still on the road. The modern diesel engine is an absolute marvel when it comes to the fuel efficiency, power output and societal benefits. While the light duty diesel pickup may be loud and intimidating, the benefits they provide society are vastly underappreciated and need to be more thoroughly recognized.

The branded product at the heart of the SLP is the Ford Mustang. The Mustang was first introduced in 1964 and has become one of Ford's most iconic brands (Damian, 2006). Automobiles in general are a good subject for the study of branding because the car itself changes every year, but the brand does not. Over time, specific brands become associated with particular attributes, in terms of product category, positioning, price, and in the case of cars their styling, design and the lifestyle attributes that are associated with that vehicle. The Mustang has gone through roughly five iterations, and is currently in its fifth generation (Markus, 2010).

This report investigates the fashion clothing purchase behavior by examines the drivers such as perception and motivation. Four adults have participated in this research, in order to complete an interview which conducted under QUT guidelines, and transcripts collected have been used as thematic analysis for further process. Some major findings and recommendations generate after data analysis of interview transcript. Notwithstanding that fashion is subjective, Researcher discovered commonality that consumers tend to perceive a brand value with its price, and higher price implicates better quality and value. However most of the consumers reveal the

The owner of a diesel needs to know about the different diesels and different diesel additives they makes all kinds of diesel fuel. Some diesel if cheaper then others there is diesel fuel, off road diesel and biodiesel. Diesel and biodiesel can be ran in an on road vehicle off road diesel cannot be ran on the road because there is no road taxes on biodiesel, biodiesel is known as a clear burning diesel then regular diesel but biodiesel is made with fat and other chemicals that gum up the parts in the motor including the

The diesel engine was originally designed to be used in commercial areas, but times have since changed from its invention in 1893. (Jääskeläinen, 2013) In modern times, more and more car manufacturers are using diesel engines in not only trucks, but also cars. Since there have been improvements in the automotive field, and a drop in the fuel prices, more people are turning to diesel powered engines, even in smaller vehicles. Diesel releases fewer pollutants and produces a higher fuel economy, more power is harvested from diesel fuel, and the performance of diesel engines is higher than its competitor.

A new trend for the A/W 2019 is denim jeans with mismatched elements. This can also be called reconstructed or reworked denim. This trend will target millennials who includes those ages 18 to 29. According to PRIZM, the target market belongs to the “Young and Influential group”. In this particular group, they are described as “younger, middle class households that might not have high incomes but are nonetheless influential in their communities and social networks and are very tech savvy” (Claritas PRIZM). I made this particular selection because millennials are very influential and fashion forward. Most times, they are willing to be creative when it comes to their style and they take on risks. For millennials, innovation and the sense of uniqueness

As we discussed in class, a threat of substitute does not necessarily just mean other high end, premium, higher priced jeans. Substitutes could include any types of jeans. There are skinny jeans that are mentioned throughout the case, as well as slim cut jeans, straight cut jeans, low/medium/high rise jeans, etc. Any type of jean poses as a threat to premium denim jeans because consumers fashion senses are constantly changing. As of late, more people have shifted towards the casual, relaxed fit jean type of lifestyle, as opposed to before the down economy started in 2008 where many were trending more towards the “fashion forward” or the “aspirational shopper” as the case described. The aspirational shopper consists of a middle class person ($75,000-150,000 income per year) who is willing to buy luxurious, high-end jeans. So the overall point here is that all jean types are a threat of substitutes. Another layer of substitutes could really be any type of pants in general. People love wearing sweat pants around the house, females tend to wear a lot of dresses and skirts nowadays, leather pants are somewhat of a trend, and everybody wears shorts at some point in the year. So these are threats of substitutes as well. Lastly, any other high-end products people could choose to spend money on pose as threats as well. Maybe consumers will choose to spend their money on high-end accessories such as a new watch, or maybe a handbag or scarf if

Levi’s is a brand recognizable in the whole wide world. There is no person who wouldn’t be able to associate correctly the Name with the product. LS&Co has managed to create something timeless, just like their classical 501 blue jeans.

Gucci is a multinational fashion brand based in Italy. The brand specialises in leather goods, clothes, and fashion accessories for both and women aged between 24 and 30 years. Gucci was founded in 1921 in Florence, Italy by Guccio Gucci (Gucci Official Site United States, 2016). The main purpose of this paper is to provide an in depth brand analysis of Gucci. The paper will investigate and evaluate Gucci’s vales and identity, and will discuss how successfully these are reflected by Gucci’s business model, supply chain management, and Corporate Social Responsibility (CSR) activities. In addition to that, the paper will critically evaluate Gucci’s brand identity (identity) in relation to its brand image (external).