Direct Marketing: Armani's Target Market?

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Armani’s main competitors are: Louis Vuitton, Michael Kors, Gucci, and Chanel. Its target segment is people who look for their status and comfort. The target market is women and men in the middle/high classes. Armani is positioned as a fancy brand which sells expensive and well innovated products. Armani’s current advertising concentrates on the advertising media to promote the brand, such as advertisements in television, radio, magazines, etc. He used celebrities like Tom cruise, David and Victoria Beckham. The colors of the advertisements are very important as they keep mystery in the minds of the readers. Bold colors are used and black/white photos as well. Armani wanted to use new advertising methods such as huge street ads. Armani also applied the sales promotion strategy by offering discounts on the products; offers like “buy 1 get 1 free”. Public relations is about gaining and maintaining a favorable public image, removing unfavorable rumors, stories, and events, and developing a good corporate image, like when Armani provided free customs for England’s football team just for publicity. Direct marketing is a direct communication between the sales person and the customer in order to obtain and maintain permanent customer relationship. Armani applies direct marketing by promoting his products online, customers have the ability to buy a variety of products through the internet from anywhere in the world and they will be delivered right at their doorstep. The

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