Case Study: Diesel Case

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Ataman Denknalbant 34347 Case Study: Diesel Case Answers 1) Explain which of the promotional strategies used by
Diesel are above- or below-the-line. Analyse the impact
that each approach might have? Below the line strategies are used by Diesel. One of the most important example of this is special offers. Special offers are loved by customer and they have impact to pull the customers to the stores. Also, these offers can make the customers buy the Diesel products. On the other hand, commercials are one of the above the line strategies used by Diesel. Today, almost all people have TVs so the TV ads of Diesel have the biggest impact to the company. People can think the company and product whenever the ads are shown and if products suit the people,…show more content…
The Diesel:U:Music is through-the-line which is the mixture of both above and below the line strategy. The reason why it is an above-the-line promotion is music. Because Diesel:U:Music is a music programme which can be listened on the radio and as we know radio is one of the most important tools to communicate with a mass audience. Also this can be thought as a below-the-line promotion. Because the information of the concerts of the unsigned bands with the sponsorship of Diesel can be given in the stores to the customers. 3) Explain the advantages and disadvantages of using
premium pricing as a strategy. One of the advantages of the premium pricing is making more profits. The second advantage of this is to show the goods as having good features. Also, premium pricing turns the ordinary products to the privileged ones. This causes the people wanting to differentiate themselves to go to the…show more content…
One of the disadvantages of premium pricing is making the products more expensive. For this reason, customers do not want and cannot buy the products which makes Diesel to lose its profit. Also, this disadvantage causes the second and worse disadvantage. Making the products more expensive is an opportunity for the competing companies to gain the customers of Diesel. 4) Considering the distribution strategies mentioned in the
case study, what might be the outcome if Diesel
adopted an intensive distribution method? I think that the outcome will be perfect for Diesel if an intensive distribution method is accepted. One of the reasons of this perfect outcome is to become more popular for everyone. If Diesel uses intensive distribution method, their stores will be found by people more easily. As I mentioned in the first answer, TV ads have huge impact because everyone has TVs. Similarly, more stores, more impact on the people. Also, intensive method can help Diesel to differentiate itself from other luxury companies. As I mentioned in the third answer, if competing companies can differentiate themselves, they can attract the customers of the other companies. 5) To what extent do you think Diesel can rely on its brand
alone for future growth? How far do you think Diesel’s
growth is directly linked to its organizational

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