1.

Analyzing and Comparing Ad from Christian Dior (Dior) and Gucci

A. Segmenting Targeting Positioning (STP) A.1. Segmenting Christian Dior: Diors products line up ad is segmented toward upper class men and women. Gucci: Guccis products line up ad is segmented toward upper class Men and Women, but they would also segmenting small portion of their product to middle class range such as in accessories line up. A.2. Targeting Christian Dior: Dior targeting a group of fashion conscious people, and has an extra ordinarily mixture of romanticism, feminism and modernity. Gucci: Gucci also targeting fashion conscious clientele. A.3. Positioning Christian Dior: They positioned themselves as a luxury brand in fashion world. Gucci: They positioned themselves as a global luxury brand in fashion and accessories.

B. Communication Environments Christian Dior use a simple yet strong and iconic logotype DIOR for their brand logo, using only single color (black or white mostly used) which has great use of flexibility and can be changed depending on the background color. Gucci also use a single logotype as their logo but they also had an iconic symbol for their brand logo which is the GG icon. Both of Dior and Gucci logo had a strong and recognizable image; they both delivered their product characteristics (elegant, luxury and sophisticated). Christian Dior mainly use an elegant black and white combination for their interior colors, with a clean minimalist yet classy style for their store layout its easy for the customer to identify the Dior store from other competitors store. Gucci use a rather more luxurious and glamour combination for their interior colors, such as gold and silver combination. They use a neat and spacious setup for their store layout, with a modern and minimalist interior furnish.

C. 4P (Product, Price, Place, Promotion) Product Dior: Highly creative products that appeal to a youthful, refined clientele. The company is undoubtedly the biggest hit of today's fashion world. Christian Dior Couture, a division of the whole House of Dior, designs and produces some of the world's most coveted haute couture, as well as luxury ready-to-wear fashion, menswear and accessories. Gucci: The main idea was that the brand should be consistent all over the world, and convey the right image (focus to quality). Production is in Tuscany region, except for watches thats in Switzerland. Price Dior: Dior can stand for people's social class. For these reasons, high price or luxury is the sign of Dior. Gucci: A measure applied by one of the main manager was to re-price every single item in the product line, mainly downwards, to create a consistent positioning of the brand, taking into account the competitor landscape. He stressed the importance of bringing value to customers. Place Dior: By mid 90s Christian Dior had added company-owned stores in Hong Kong, Singapore, Kuala Lumpur, Cannes, and Waikiki to its core shops in New York, Hawaii, Paris, and Geneva. This strategy held out the potential to increase direct sales and profit margins while maintaining high-profile locations. Dior also adopted a policy of taking control of the Dior franchise- and licensed retail network, buying up 13 stores from Japan's Kanebo in 1997, and acquiring its Spanish distributor in 1998, among others. The company began opening new stores, boosting its chain of retail boutiques to 130 by 2002. Gucci: In order to create the same look and feel all over the world, Gucci closed or bought back all franchises and licensees, including airport duty-free shops, and shops in large department stores. They also heavily promoted directly operated stores (DOS) in exclusive locations. In 1999 all stores around the world were redesigned simultaneously, in order to impact the clientele worldwide simultaneously.

Promotion Dior: Dior uses press advertising and also other media such as TV commercial and internet. They also use public relations. Gucci: Gucci relied on the usual techniques for fashion: public relations and press advertising. The difference with the previous era was the emphasis on this tool.

2. In your opinion, what kind of advertising is very suitable for the product? The kind of advertising thats very suitable is in print format, put the ad in a fashion magazine or fashion related magazine. This will attract more targeted customers that are fashion savvy. Another one is creating ad campaign videos for a specific product and air the videos on fashion related channel. Since the clients are upper class people that aware of fashion so the ad needs to make a different approach, a smart and elegant advertising will be suitable. The kind that has not many sales pitch or none, even better with let the image speaks for itself only.

3. Do you think the existing ad today needs to be changed? If so, like what should? If not, why (give some explanation)? No, because the ad format already serve their main purpose for decades. If there should be changes that would be very minor (following the trend), such as using movie star instead of using typical featured model.