Luxottica Spa Marketing Communication Mix Analysis Report 2022

Luxottica SpA Marketing Communication Mix Analysis Report 1
LUXOTTICA SPA MARKETING COMMUNICATION MIX ANALYSIS REPORT
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Luxottica SpA Marketing Communication Mix Analysis Report 2
LUXOTTICA SPA MARKETING COMMUNICATION MIX ANALYSIS REPORT
Executive summary
The marketing communication mix has, over the past, been considered as one of the
foundation factors within the marketing world. The marketing communication mix combines
various factors that relate to consumer behavior, which enable a firm to attain its marketing
objectives in time. The content of this paper, therefore, analyses how effective is Luxottica SpA
marketing communication mix in influencing consumers’ behavior and purchasing decisions.
The paper also evaluates how Luxottica's communication mix uses various factors such as
recognition, cultural aspects, consumer environmental aspects, and psychological aspects to
influence consumer purchasing decisions. Moreover, the paper evaluates the company's mix in
relation to previous assignment findings, identifies the areas of strategic alignment, and
concludes with a recommendation on how the company can strengthen the areas of alignments.

Luxottica SpA Marketing Communication Mix Analysis Report 3
Table of Contents
LUXOTTICA SPA MARKETING COMMUNICATION MIX ANALYSIS REPORT..............2
Executive summary.........................................................................................................................2
Company Overview.........................................................................................................................4
Luxottica SpA Marketing Communication Mix:............................................................................5
Luxottica SpA Print and Media adverts......................................................................................5
Luxottica SpA sales and promotion............................................................................................6
Luxottica SpA Public Relation...................................................................................................7
Luxottica SpA Market Communication Mix Alignment with Assessment 1 & 2 Findings...........7
Summary of Assessment 1 & 2 Findings.....................................................................................7
Alignment:...................................................................................................................................8
Strategic Recommendations to Strengthen Luxottica SpA Marketing Communication Mix........9
Introduce flexible pricing in their communication mix.............................................................10
The company should also keep in mind various factors, both social and environmental forces,
in mind and align its products to the ongoing trend...................................................................10
Include free gifts and aftersales services....................................................................................10
References......................................................................................................................................11