GUCCI Case Study Solution
Introduction:
Gucci is an iconic fashion brand adopted elegant styles in its products including shoes, hand bags, watches, accessories, scarfs, perfumes and pet supplies. Gucci carries cultural significance. The Gucci Gucci is the founder of Gucci the brand was establishes in Florence in 1921. It was a small sized luggage company but now it turned to an iconic and notable brand it is a remarkable brand targeting upper class. The Gucci shoes carried a remarkable style always favored by the business community. The Gucci always tried to specify high sophistication in its products. Gucci brand is the symbol of status and wealth. It targets high society. Gucci introduced the latest and eye catching handbags and it also printed unique and stylish designed scarfs. It follows a series of Classic design.
Gucci also introduced shoes for women, velvet shirts and pants that attract and gathered the larger market. Gucci became the reason of transformation of traditional brand into modern and glamorous new image. Gucci also maintains and runs its financial operations smoothly. Gucci specified a strong strategic vision and is also well known for managing the business and its operations. Various popular groups like France Yves Saint Laurent and a number of other classic and notable brands became a part of Gucci. As the Gucci became a recognized brand in all over the world, it has to be focused on spending pattern of financial and material resources in order to stale its position the competitive business world. It is such an eminent, distinguished and impressive brand that gathered a larger market by offering high quality and high standard product (Leonie416, 2012).
Analysis of Questionnaire:
The questionnaire is about to analyze the perception and behavior of people towards the certain brand. The Gucci invited the feedback from its customers and intended to maintain its presence among the target market.
The Gucci brand intended to seek the people who are the users of other than Gucci brands. It has asked about the names of catalogs that people are using, then Gucci identifies the importance of promotional games in the catalogs. The promotional games are usually a source of increasing the demands of products among the customers. Gucci specified the unique features of its products to its customers to increase the sales/revenue and to strengthen its position in the market place. It has also tried to deliver more brand impression as compared to other types of advertising.
250 respondents filled the questionnaire in which they were asked to mention whether they gives a little importance to promotion games in catalog or not. How they treat the promotional games it seems fun or dull, sophisticated or simplistic and valuable or non-valuable. The purpose of receiving the opinions about the importance of promotional games in catalog was to either continue promoting products through promotional games or to discard it. The Gucci intended to gather the data about the user of Gucci catalog. Gucci also intended to collect the demographic data of the people through which it gets the sure assistance.
Gucci identifies the average opinion of the people towards the brand especially for the respondents whose earning is more than $90000. Gucci also associated the demographics of respondents with the awareness of the Gucci brand. It also associated the quality of the brand with the respondents of both male and female. Gucci also put one question in the questionnaire which is open ended and tried to categorize the respondent who wrote “none” as the response. It categorize the respondents who are the users of other than Gucci catalog as 1, categorize the respondents who are the user of various other catalog included Gucci as 10 and categorize the respondents as 99 who left the space blank and did not answer the question.
Question No # 01:
Use the responses to Question 13 to create a new variable called “average opinion of the Gucci catalog” that is the average of the ratings for each of the catalog attributes (attention grabbing, fun to look at, matches the Gucci image, shows quality products, fashionable, and easy to place an order). (HINT: For this use the compute variable feature in SPSS) What is the average “overall opinion of the Gucci catalogue” in this sample of respondents? What is the average “overall opinion of the Gucci catalogue” for respondents earning above $90,000? (HINT: For this last question use the function of the select case)
Solution:
In the above question, we are asked to calculate the average opinion of the Gucci Catalog for all the different traits provided. All the attributes are rated from 1 to 7, I being very poor and 7 being excellent. The averages computed for the attributes of Gucci Catalog are as follows
The average of Attention Grabbing shows that most of the people have found it attractive and the mean value of 5.34 proves it.
The average of 4.39 of Fun to Look shows that the people have found the Gucci Catalog fun to look at.
According to the survey, a large number of people have found that the catalogue does match the image that Gucci has created for itself as the value of 5.33 is close to the excellent mark.
Majority of people also believed that the products shown in catalogue are up to the mark and the standard that Gucci has set for itself. The average of “Gucci Catalog shows Quality Products” is 5.65, the highest for any of the given attributes.
The average computed for Fashionable is 4.96, which shows that people do think it’s fashionable but there is room for improvement for Gucci here.
Last but not the least the average calculated for Easy to Place an Order is 4.98. This again shows that people find placing an order of Gucci products average. There can be done certain amendments and cab be taken certain steps by Gucci to make sure that people find the ordering system easy.
GUCCI Harvard Case Solution & Analysis
For part (b) the average overall opinion computed by considering all the factors at once is 5.133, proving that the catalogue issued by Gucci is mostly liked by the people because of its qualities.
The calculations done on SPSS for computing the averages and the output produced is shown in Appendix A.
In part ©, the average overall opinion of respondents that are earning more than 90,000 dollars is computed. The average is 1 which shows that most of the people of high status don’t like it..........................
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