Promotional Plan for D & G

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Institution

Promotional plan for D & G

Dolce and Gabbana (D & G) represents authentic and eccentric luxurious products. It is a brand that signifies elegance and represents a kind of clothing that is classy based on new innovations and creativity. The brand has over the years maintained its identity based on the standards, roots, and the pillars in which the organization is based. D & G has continually evolved over the years through the use of male and female models to market and promote its brands. For example, it has used a Russian 22 year old model called Andreea Diaconu to advertise its products. According to Richard (2010), the company has realized that the use of such attractive models make the company products more attractive to the consumers. This has made the product stand out in the market and develop a very strong brand name in the market. The company has also displayed itself and come out as a brand that represents simplicity, glamour, and trend. Musicians have also played a great role in promoting the brand as witnessed by the rappers who portray a flashy lifestyle. They have helped the product develop a sense of luxury and brand power. D & G have a target customer of people between the age of 15 and 30 years who are sensitive about trends and fashion.

In order to achieve an effective promotional plan for the brand, it is important to carry out a competitor analysis that would enable the organization develop a competitive advantage and at the same time establish the strengths and weaknesses of the organization. The major competitors for D & G include Gucci, Channel, Prada, Versace, and Dior. However, D & G has out matched the competitors because of its unmatchable strong fashion contemporary and quality (Richard, 2013). It has also expanded its boutiques that target specific segments of the market across the world, thereby making it stand out above all its competitors. The other promotional plan or promotional idea is the aspect of advertising, whose main aim is to persuade customers to purchase the brand under promotion. An effective advertisement should be able to promote the product consumption as reflected in the increase in sales.

However, it is important to analyze the kind of advertisement used. This is because an advertisement that elicits negative public reaction can seriously dent the company’s public image and consequently lower its sales. D & G has not had an effective advertisement strategy since the kind of advertisement it uses is non-specific and lacks thematic balance. It also does not take into consideration the psychological requirements of particular market segments. The organization’s advertisement is also not effective in the sense that it has some form of gender sexual objectification of women. According to Blasberg (2014), a good media advertisement should be able to exhibit a content that is of thematic harmony and be able to target a particular market segment at a particular time. An advertisement that has some form of sexual objectification only portrays the organization as one that advocates for female sexual objectification, which only gives the company a negative public image. If such a thing happens to Dolce and Gabanna, it may only make its customers escape to its competitors. The other market strategy that has made Dolce and Gabanna enjoy a huge market share is its ability to develop a variety of product designs in every market segment. It has stocked product designs for children, adults, and even the middle aged.

References

Blasberg, Derek. (2014). Andreea Diaconu’s Model Behavior. The Wall Street Journal. Retrieved from:http://online.wsj.com/news/articles/SB10001424052702303933104579304763970245636

D’Avene, Richard. (2010). Fashion Conscious: Lessons in Commoditization from the Fashion Industry. Ivey Business Journal, Retrieved from:HYPERLINK “http://iveybusinessjournal.com/topics/strategy/fashion-conscious-lessons-in-commoditization-from-the-fashion-industry” l “.UuavfdKDrIU”http://iveybusinessjournal.com/topics/strategy/fashion-conscious-lessons-in-commoditization-from-the-fashion-industry#.UuavfdKDrIU

D’Aveni, Richard Anthony. (2013). Beating the Commodity Trap: How to Maximize Your Competitive Position and Increase Your Pricing Power, Harvard Business Press, USA