Guccio Gucci opened a small shop selling leather goods on the via del Parione in Florence in 1923. He sold luggage imported from Germany and offered customers with repair services. As the luggage business prospered, he opened his own workshop to produce his own design. The business in the 1920’s created huge profit and success however in the 1930’s Gucci began to face some challenges when the sanctions imposed on Mussolini. He faced shortage of imported leather yet this challenge gave him innovated idea of using new materials such as canvas and produced small leather goods, wallets and belts that are still big part of the Gucci company.… Read the rest
Marketing Strategies
The Role of Big Data in Marketing
Big data is large and complex data sets that are collected by companies and governments. The data that involve many types of information arriving in increasing volumes and with the incredibly fast rates. Big data signifies colossal volumes of data are being generated from assorted sources such as business processes, machines networks, and social media. Historically, it is a challenge to reserve the enormous volume of data, by the progression computing capacity that storage is not an issue anymore.
Big data can be classified into three types of data which is structured data, unstructured data, and semi-structured data. The structured data being easily entered, processed, queried, stored and recover into a fixed format.… Read the rest
What is Social Marketing?
Nowadays, social marketing is very common in lots of places, for example government agencies, private nonprofit organizations, private for-profit firms and universities. However, many people don’t know what does social marketing is and how it differs from similar fields such as communications and behavior mobilization, it is being confused with generic marketing like ‘societal marketing’ and ‘socially responsible marketing’. There are some practitioners are doing social advertising but they think they are doing social marketing. Social marketing is to understand how to influence people’s behavior in a good way and make better standard of living for human, so it is necessarily to make all these marketing concept clear and to understand them more deeply.… Read the rest
Customer Centric and Market Driven Approaches to Marketing
With the increasing pace of commercialization of economy, international and domestic market environment has changed dramatically-the termination of seller’s market and shortage economy, the arrival of buyer’s market and surplus economy. Consumers have become the leading role within transaction relationship. Companies must spare no efforts to please consumers, provide consumers with satisfactory products. Nowadays, concerning corporate marketing concept, there are customer centric and market driven.
Customer centric refers that the enterprise takes the fulfillment of customer demands and the increase of customer value as business starting point. It stressed that the organization should avoid separating the actual demand from customers and subjective assumptions of the market.
Green Strategies and Green Marketing Strategy Matrix
Industry green norms and potential green market size are key issues for companies looking to gain competitive advantage with green marketing. Companies should consider the likely size of green markets in its industry as well as how can they differ their green products or services from their competitor’s one’s before they take steps on going green.
There are four types of green strategies: Lean Green, Defensive Green, Shaded Green and Extreme Green. Following Green Marketing Strategy Matrix illustrates the need for companies to identify their position in regards to substantiality of green market segments and differentiability of greenness in order to choose the right strategy to enter a green market.… Read the rest
What is Stealth Marketing?
Due to the fact that new generations of consumers are becoming less drawn to the conventional, in your face advertising, advertising industries have created a more ‘under the radar’ approach of advertising. This is done by making consumers believe that they are responding to a promotion, rather than an advertisement. This promotional advertising is a more subtle approach of communication, as much of the public does not want to be associated with the obvious advertisement of products. This way, consumers don’t feel like they are being sold something, rather they feel like they are discovering something.
This approach is called stealth or covert marketing, which employs marketing activities easily into consumer’s lives without awareness.… Read the rest