The Role of Marketing in Creating Value for Customers

GUCCI

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
THE ROLE OF MARKETING IN MAKING VALUE FOR CUSTOMERS................................3
Definition of marketing concept or societal marketing concept..................................................3
Advantages of marketing to customers........................................................................................4
Branding......................................................................................................................................4
Ansoff matrix strategies...............................................................................................................5
Relationship marketing................................................................................................................6
STAKEHOLDER ENGAGEMENT AND THEIR INFLUENCE ON THE ACTIVITIES OF
MARKETING.................................................................................................................................7
Definition of stakeholder.............................................................................................................7
Internal and external stakeholders...............................................................................................7
Way to communicate with stakeholders......................................................................................8
Impact of stakeholder on marketing activities.............................................................................9
Recommendations........................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing function of a company plays an excellent role in creation of value of
customers. This function mostly give chance to a business or an organisation for effectively
promoting its products and services in the market. Without conducting different marketing
strategies no venture or business can achieve its different targets in the selected segment of
market. On the other hand, there are stakeholders also very essential for any business, because
these are the only people who provides a specific base to the business for effectively running its
business operations in the market place (Fan, 2019). This report discusses the great role of
marketing function in making value for customers in the context of Gucci company. Gucci is
basically an Italian brand that offers luxury fashion stuff, headquartered in Florence Italy. There
is engagement of stakeholder, and their influence on the activities marketing also has been
discussed in this report.
THE ROLE OF MARKETING IN MAKING VALUE FOR CUSTOMERS
Definition of marketing concept or societal marketing concept
Marketing is generally one of the main functions for Gucci as HRM, IT, Production. This
marketing is the only function that gives great opportunity to this company for effectively
promoting its brand in the market. Currently there are very high competition in the international
luxury fashion market, in which the marketing is the only function that gives opportunity Gucci
for gaining appropriate competitive advantage in the market. So that, without conducting
marketing function, this luxury fashion brand can’t suffer in the market. Existing marketing team
of company is very active in its existing job role, because this team mostly runs such marketing
campaigns in the market place that fully positively affected to the company’s sales ratio.
In this modern or dynamic world, top-level management of Gucci has given specific
orders o its marketing team for using different modern strategies of marketing, so that currently
marketing team of this company takes excellent advantages through the digital marketing
strategy (Ubaid, 2020). Basically, digital marketing strategy is one of the best examples of
modern marketing strategies, in which this strategy mainly supports to Gucci marketing team for
running its different marketing campaigns through various digital platforms. Through conducting

these all marketing campaigns, this luxury fashion brand is able to attract lots of new customers
towards its brand at the international level.
Advantages of marketing to customers
The marketing function is very beneficial for a company, but this is very beneficial for
different customers as well. Reason is, the marketing function of companies or ventures gives
them opportunity to know about the existing trends of the market. With the support of marketing
they enable to identify what stuff currently has provided by various companies. Regularly, there
are lots of new things coming in the market on daily basis which can give excellent satisfaction
to different customers in the market after consumption. In this situation, with the support of this
marketing function of companies, customers able to aware about what kind of products and
services are provided by these companies in the market.
There is marketing function enable to customers for get informed about prices and cost of
various services and products (Lucchiari and Mercurio, 2017). Basically, many times different
companies have shared their prices of products and services while conducting marketing
function. Marketing is very essential to different customers in the market in the terms of
purchasing an appropriate product or service. Reason is, by viewing different campaigns of
marketing, a customer can simply compare products and services of different companies by price
wise, quality wise, quantity wise etc. According to these factors, a customer literally takes lots of
advantages through marketing function of various businesses or ventures.
Branding
Branding is generally known as the market image of a company. It means, if any
company has very great market image, in this condition it has well reputed brand value as well.
Currently those companies or ventures are simply increasing their branding in the market which
provided excellent services to customers in various market segments. In this dynamic & modern
world, there are effective branding is everything for a company or venture, so that top-level
management in Gucci need to put its huge efforts for making effective branding of their
respective brand in the market. Currently marketing function plays very appropriate role for
Gucci for increasing their levels branding. Reason is, after having an effective branding, a
business can simply gain huge profit in the selected market segment.