DIESEL

For Successful Living

Name

Roll no

Harjas Bakshi

2014148

Shonit Naralkar

2014172

Prathamesh Patil

2014159

Pushkaraj Kulkarni

2014163

Werlene Fernandes

2014

Has diesel remained true to its

original identity?

Then the brand started losing its

originalty. It became victim of its
success

Diesel original
identity

Crative
& Unique
Rebellious
Used from 1991 to late 90s

Love of
humour

Diesel started to be conventional due

to the evolution of the market

They also launced StyleLab and DDiesel

Success Criteria of StyleLab

1. Diesels and StyleLabs Image
2. StyleLabs Revnues
.Parameters
. Launch of StyleLab should prevent commoditization of D-Diesel Brand
. Maintain Exclusive and Unconventional image of the D- Diesel brand.
. Distinct identities of StyleLab and D-Diesel Brand with some common
roots.

Q3

Minor association between StyleLab and D-Diesel

StyleLab was supposed to counter diffusion

Prevent commoditization of the brand

Decision based on gut feeling, even if StyleLab fails Diesel will not
take a hit

Endorsement branding strategy

Needs goodwill of Diesel

Not a major upward extension (one level up)

StyleLab Logo

Strong endorsement

On what basis should be the branding

decision should be made?

UNIQUE VALUE PROPOSITIONS

PURPOSE- WHY ARE DOING THIS? WHAT NEED ARE YOU

FULFILLING? EG.IKEA

CONSISTENCY- MESSAGE SHOULD BE SAME IN ALL CHANNELS

EMOTION- PEOPLE ARE NOT ALWAYS RATIONAL EG. HARLEY

DAVIDSON

PRODUCT ATTRIBUTES AND DISTRIBUTION CHANNELS

Would Market Research Help?

It will help to answer questions like

How is the brand perceived?

How strong is the competition?

Who is the target segment?

Which marketing channel?

What effect StyleLabs will have on Diesel and vice versa?

Do you think Diesel will remain at the

cutting edge of fashion? How long will the
brand last? What can they do now?

Diesels culture of innovation remains intact

Rosso Renzo has an equally capable successor

The brand image of Diesel is sustained and remains exclusive

Expansion into new segments as with Style Labs

For Successful Living

Unconventional
Unconventional Route
Route
Reward
Reward oneself
oneself
A
A must
must
Quicker
Quicker way
way to
to success
success
Old
unhealthy
Old unhealthy rich
rich people,
people, young
young in
in
diesel
diesel

The Dark

Work Hard

Highlights
Highlights product
product attributes
attributes and
and
variety
variety
Different
Different fits
fits and
and washes
washes
Darker,
edgy
tone
Darker, edgy tone

Durable
Durable
Young
Young professionals
professionals
Erratic
Erratic lifestyles
lifestyles

What does each advertisement campaign convey to the

consumer?What is the message that the company wants to
leave behind with the consumer about the brand Diesel
based on their advertising campaign?

Be Stupid

Individuality
Fearless
Gutsy
Quirky

Global Warming

Cool
Hot in season jeans
Comfortable

Live Fast

Fast paced
Diesel on the go
Fuss free