Live, breathe and wear passion
A Diesel case study

Page 1: Introduction

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Have you ever heard of passion in the marketing mix? How about people? Those two Ps never seem to figure alongside the famous four which you, will of course, know by heart. This case study shows that having the depth of passion and the right people are crucial missing links in binding the regular Ps together. Diesel builds its entire existence around the passion for what it does. With a founder...
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Page 2: Product

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Diesel sells nice jeans. Close, but no “A”. Actually, it”s not that close. The reason Diesel has grown is because it knows it is about a lot more than selling nice jeans. Diesel is a lifestyle: if that lifestyle appeals to you, you might like to buy the products. Renzo describes this as an end of the “violence” towards the customer forcing them to buy and rather an...
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Page 3: Promotion

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'Be stupid'With the launch of the recent marketing campaign around the phrase “Be Stupid” , Diesel took a look at what brought its current pipeline: it was Renzo Rosso, all those years ago, taking the “stupid” move to make jeans he wanted to wear. Then he took the even more stupid move of trying to sell those jeans to others, believing he might not be the only fool in...
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Page 4: Place

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Another, drier, way of describing “place” in the marketing mix is “channel” or distribution channel. The way a business chooses to offer its products to its customers has a huge impact on its success. Only around 300 of the 5,000 global outlets which sell Diesel products are owned and managed by the company itself. The majority are large department stores offering many...
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Page 5: Price

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The price of a product is so much more than a little, or rather big, number on a tag. The price of a product is the most direct and immediate tool a business can use to convey the quality of its product at the point of sale. If done right, the price reinforces the rest of the marketing, drawing in the target customers by conveying the appropriate quality. Pricing strategiesDiesel uses a model...
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Page 6: People

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Besides the fact Renzo has, let's say, done alright for himself, he has inspired thousands of people who proudly work to build the brand through a shared passion and contagious ambition.Looking at the structure within which all those people work can help us to understand just why they are so happy to be there. Renzo realised people and their ideas form the heart of the company. So that...
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Page 7: Conclusion

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The marketing mix is all good and well but it doesn”t paint the full picture. To understand it we must look at the “touchy, feely” elements of business which are less often discussed. Diesel has built its existence around that touchy, feely passion with every one of its 2,200 employees living the Diesel brand. Diesel is the perfect company to allow us to see how this dry theory...
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