Armani Brand Marketing Strategy: A Group Presentation

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Task 2: Group Presentation

Table of Contents
• Introduction – Slide 3
• A brief overview of the luxury clothing market – Slide 5
• Macro and micro environment Analysis of the company
– Slide 7
• Segmentation, Targeting and Positioning of the
company – Slide 11
• Marketing mix elements of the company – Slide 12
• Conclusions and Recommendations – Slide 13
• References – Slide 14

Introduction
• Marketing is a term, which is generally used in
conducting businesses and the business
experts define this term in different ways.
• It can also be considered as the concept of
making the awareness of brands and products
to the people in the global market.

Contd.
• The company of Armani is also known as
Giorgio Armani.
• It is a luxury fashion organisation which
started their business in 1975 in Italy.

A brief overview of the luxury clothing market
• The luxury fashion business is now making its
expansion globally and it has been holding a
powerful position in the overall business
market in the global context.
• The fashion companies are getting the
opportunities to flourish themselves in the
global market as the people are showing high
interest in availing fashion products.

Contd.
• United Kingdom has been making the growth
in the fashion segment as the market is more
concentrating on the fashion clothing products
than the traditional.
• The fashion industry has gained 7% of market
share in the country and it has gained the
market value of around 65 billion GBP.

Macro and micro environment Analysis of the company
• Marketing can be successfully processed by
making an analysis of the macro environment.
• Macro environment is called as the condition
of market of the countries or places in which
the organisations operate or are willing to
operate their businesses.

Contd.
• UK is a politically strong country in Europe.
• The British economy has been the sixth largest
economy in the world since recent past.
• The country is having a strong social
environment as the population of the country
is nearly 67 million.

Contd.
• The country is technologically developed in the
world.
• The government of the country has made
several organisational policies like Employment
Act 1996, Equality Act 2010 and others.
• The country has made strong improvements in
minimizing negative impacts form the
environments.

Contd.
• Armani has the best brand value in the market.
• The company was criticised by PETA as they use
animal fur in their production.
• The company has the opportunity to extend its
business in other countries like UK.
• As the company has a low customer base, it
must be a threat for them to lose its brand
value in the market.

Segmentation, Targeting and Positioning of the company
• Market segmentation is a kind of process in
which the market is divided into different
segments.
• Targeting the markets is another marketing
process in which the organisations want to sell
their products to the customers.
• Positioning can be referred to the customers’
view of the brands or the products.

Marketing mix elements of the company
• The company has produced different products
like apparel, shoes, bags and accessories,
watches, skincare products and others.
• The company has taken few effective pricing
strategies for targeting more customers in the
market.
• It has maintained a good customer base in the
market as it offers quality products to the
people.