Gucci市场细分分析

Gucci被称为古驰是一个意大利品牌成立于1921年,主要经营皮革箱包的生产。它的品牌灵感来自于伦敦贵族和阶级的审美。古驰以阶级敏感为主要焦点进行了革新。多年来，客户包括贵族，明星、超级模特以及那些带有高贵联想的客户。
古驰在时尚奢侈品市场运营，其品牌质量高，声誉强，收藏非常昂贵，有品牌忠诚度的历史。古驰有不同的集合，包括包、鞋、皮带、珠宝、香水、帽子、手套、围巾、太阳镜、钱包和手表。
多年来，古驰一直在加强价值观建于焦点，正是在这些分类分割的基础。

Guccio Gucci popularly known as Gucci is an Italian brand and was established in 1921 for the production of leather luggage. Its brand was inspired by the aesthetic of London nobility and class. Gucci was innovated with class sensitivity as a major focal point. Over the years its customers have been aristocrats, song stars, super models and those that want to associate with the noble (Gucci.com, 2010)

Gucci operates in the fashion luxury market, their brands are of high quality, it has a strong reputation; its collections are exclusive and expensive, and it has a history of brand loyalty. Gucci has diverse collections which include bags, shoes, belts, fine jewellery, fragrance, hats and gloves, scarves, sunglasses, wallet and wristwatches (Gucci.com, 2010)

Over the years, Gucci has focus on strengthening the values upon which it was founded and it is on these values of class that its segmentation is based (Gucci.com, 2010).

INTRODUCTION 简介
This article aims to analyse the different segment of Gucci brand, how it is targeted and maintained over time. It also suggest other possible segment which the brand could consider, target and position so as to increase their sales, improve their brand loyalty and move in the direction of the global trend in the fashion luxury market.

MARKET SEGMENTATION, TARGETING AND POSITIONING 市场细分、目标定位
The need and purchasing habits in the market varies, thus a product cannot satisfy the needs of all the consumers in the markets as they have diverse taste and preference. This gave rise to market segmentation (Fletcher .k, 1995).

Keller K.L, (2009) perspective was a more elaborate one, as he views the marketing environment as one changing dramatically with technological advancement, improvement in world interaction and good communication means, increased awareness and customers' high knowledge of diversity of brand in the market. He suggested that as a result of these factors, companies devised a strategy of customizing its brands and sales programmes to suit different needs of consumers thus the emergence of market segmentation.

Segmentation of brand is an aspect of advertising planning. Most marketers use segmentation, targeting and position to achieve success in their business. With segmentation, large heterogeneous markets are divided into smaller units that can be effectively and efficiently reached with products that satisfy their special taste. After segmenting the market, you select the segment to enter. Selecting segment(s) is called targeting (Kotler.P. et al, 2008).

Kotler et al also suggested that in evaluating a firm's segment to choose itthe nation's revenue by taxation of foreign investors' dividends. For example in 1999, 29% of Mexico stocks were owned by US (Domiwitz I. et al, 1999).This also means more capital for company, expansion of company, increased employment and thus increased disposable income, to spend on luxury brands like Gucci.

Gucci as a brand should embrace the cross cultural and cross national segmentation by producing diverse brands that meet diverse class of people in the society, and also open branches in different countries and regions of the world as opposed their massive concentration in Europe and America (Hofstede et al, 1999). They should realise that countries such as India are emerging markets in the international scene. They should explore developing countries of the world as developing countries are now having global identity; having sense of belonging to global values, beliefs, life style and consumption behaviour (Sener.T and Mandaci P.E, 2010)

SUMMARY 总结
This paper work analyse Gucci segmentation with great emphasis on its Psychological (Life style) segmentation and also suggest that the brand should embrace and explore recent segmentation like cross cultural and cross national segmentation, so as to improves its brand quality, increase its sales and returns.

IMPLICATIONS 启示
A number of implications arise from this paper work which includes:

Gucci should consider other market segmentation options.
They should match the options to maximise their strength.

Globalization plays a very important role in segmenting, targeting and positioning, so the brand should embrace it (Keller K, 2009)

LIMITATION OF THIS STUDY 本研究的局限性
This study had its own limitations. The limitation includes; time and word constraints, sourcing of the six peer previewed journals and four other marketing journals used in this study from the library was tedious as most marketing students were also doing their paper work, getting information on the brand from the internet was quite exhaustive and most of the research materials used was of secondary data which are not always reliable.