Marketing Mix example.

Example taken from: https://www.mbaskool.com/marketing-mix/products/17417-dolce-n-gabbana.html

product:

Dolce & Gabbana (D&G) is a leading fashion brand. Dolce & Gabbana have a wide range of products in its marketing mix for men, women as well as children including clothing, footwear, handbags, sunglasses, watches, jewellery, perfumes, make-up and watches. Dolce & Gabbana differentiates itself from other brands with its bold prints and brightly colored designs which are inspired by the Sicilian traditions. It had two main lines until 2012, named Dolce & Gabbana and D & G. Dolce & Gabbana specialized more in luxury items that had a formal style, inspired by the existing trends and seasonal changes. It sold sunglasses, watches and purses. In April 2009, they also launched their own make-up range which was unveiled by Scarlett Johansson. In 2010, they partnered with Madonna and came out with a collection of sunglasses called MDG. D&G on the other hand sold watches as well as clothing, but it was discontinued so that they could focus more on strengthening their other collections.

Price:

Dolce & Gabbana products are priced high as it is a high-end luxurious brand and they appeal to and target a niche market of individuals belonging to the elite class. It is a designer brand and is considered a status-symbol brand, so the products are priced accordingly. D&G brand has a loyal customer base belonging to the younger generation as it has a more urban inspiration and a flamboyant line of products. Another reason as to why the products are so highly priced, apart from the supreme quality, is that they engage in many celebrity endorsements for promoting their brand. Some of the big names that have endorsed the Dolce & Gabbana brand include Madonna, Angelina Jolie, Scarlett Johansson, and Jennifer Lopez. The money that is paid to these celebrities for promoting the brand needs to be earned back, which is one of the reasons which results in the high prices of the products.

Place:

Dolce & Gabbana have their headquarters in Milan, Italy and have stores in multiple countries worldwide. They have their store outlets from where products can be bought located in New York, Tokyo and Hong Kong. In India, they have a store in a high-end locality that caters to a niche segment which is brand conscious and can afford the price of such luxury brands. Dolce & Gabbana also have tie-ups with various e-commerce platforms where they offer selective products such as perfumes, sunglasses, purses etc which can be purchased by the consumers belonging to the target market. To retain their brand status of being an exclusive brand catering to the ultra-rich segment of consumers, they have controlled the number of their distribution outlets to a few as these are not products that would be preferred by a mass audience

promotion:

Dolce & Gabbana promote their brand through their website, television advertisements and social media. They are even featured in top magazines like Vogue all over the world. Also, some big names in the fashion and entertainment industry are associated with Dolce & Gabbana which leads to massive promotion of the brand. They are infamously known for their controversial advertisements that always manage to catch the attention of the viewers. They make use of gender stereotypes to sell their products and even objectify women/men in many of their advertisements. They have also launched a mobile application called ‘The D&G Fashion Channel’ which is available for the Iphone users. It is using mobile as a direct way of communicating with its customers and following the users in real life. The application gives the users a very personal and one-on-one experience which is exactly what the customers receive when they visit an actual Dolce & Gabbana store. The shoppers get a targeted service and are shown exactly what are looking to buy through this mobile application. This completes the marketing mix of Dolce & Gabbana (D&G).