Market research: Diesel Jeans

Type :

Presentation

Pages :

17 pages

Format :

.doc

Published date :

01/20/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction.
Environmental and market analysis.
1. Environment.
2. Structure and evolution of the market.
3. Customers and distributors.
Analysis of the competition.
1. Inter-segmental competition.
2. Inter-product competition.
Internal analysis of the company.
1. Economic performances of the company.
2. Production.
3. Communication policy and brand image.
4. Target.
5. Price policy.
6. Critical analysis of the marketing mix.
Analysis: Diagnosis SWOT.
Conclusion.
Bibliography.

Abstract

jeans are clothes that never go out of fashion and are timeless. Today, this product is worn by all the generations. At this time, when models and brands have developed considerably, Levi's, the market leader, has seen strong competition; diesel became a brand that could not be ignored. It imposed its originality and its creativity, by daring colors and provocation and by offering jeans of high-quality, very much in vogue. Created in 1978 by Renzo Rosso (photo), the diesel Company offered an entirely innovative concept: original jeans, obtained thanks to sophisticated fading and treatments, mixing influences and breaking conventions. More than a denim designer, diesel is also a state of mind: to be open to innovation and to be honest with oneself for a more pleasant life. In fact, the brand does not only claim to create pants but also to offer a lifestyle. The diesel logo nicely illustrates the identity and philosophy of the brand: the head of a Mohican accompanied by the slogan "Only the Brave" reflects the rebellious spirit and the will to be different.