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The Times 100 Business Case Studies Edition 15

The Times 100 Business Case Studies Edition 15. Live, breathe and wear passion Diesel. Introduction to Diesel. A global clothing and lifestyle brand for over 30 years Founded by Renzo Rossi in Italy Creating clothes he wanted to wear

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The Times 100 Business Case Studies Edition 15

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  1. The Times 100 Business Case StudiesEdition 15 Live, breathe and wear passion Diesel

  2. Introduction to Diesel • A global clothing and lifestyle brand for over 30 years • Founded by Renzo Rossi in Italy • Creating clothes he wanted to wear • Now employs around 2,200 people with turnover of €1.3 billion • Products available in more than 5,000 outlets • The brand forms the basis of a promise to customers • A unique mindset - more art than science • Built around passion for what it does and the people who do it

  3. The brand promises to entertain customers Product line includes premium jeans, fragrances, sunglasses, motor cycle helmets Products are created from employees’ instincts Product

  4. Promotion • Promotion at Diesel is a two-way dialogue • Aims to engage customers with the lifestyle - not sell to them • Aims to entertain and interact with customers • Diesel promotion often featurescontroversial or amusing subjects • The recent campaign ‘Be Stupid’ reflects the founder’s original daring in setting up the business • Diesel:U:Music is an online radio station with no traditional playlist, giving new talent a place to be heard

  5. Above-the-line Aimed at mass audiences e.g. through cinema advertising Below-the-line A more targeted, individual approach, e.g. using incentives Diesel favours ‘through-the-line’ Blending above and below approaches, e.g. Diesel:U:Music Promotional techniques

  6. Usually describes the channel or outlet to market Intensive distribution – used for commodity items e.g. coffee Selective distribution – to a small number of retail outlet partners, e.g. department stores Exclusive distribution – e.g. to Diesel’s own stores Diesel uses a mix of selective and exclusive Brand quality maintained by the Diesel culture All employees able to communicate the brand values Place

  7. A tool to help convey the quality of a product at point of sale Reinforces and supports other marketing activities Diesel uses a model based on premium pricing Reflects the substance and value of the Diesel experience Fits with and encourages a premium lifestyle Other pricing models inappropriate for Diesel E.g. penetration pricing – for high volume, low margin products Price

  8. Flat hierarchy with few layers of management Every Diesel employee has an equal say Strong sense of identity with the business Everyone encouraged to share ideas Motivates, generates energy and sense of belonging Decisions made as a team and results fed back to all Achievements acknowledged Enables evaluation and learning for the future People

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