Positioning Analysis in Identifying Target Market Opportunities of Massimo Dutti

2. Brand Values
Massimo Dutti has positioned its brand in the minds of consumers to be
“functional quality'.
Total dedication, top quality materials and a clever mix of textures and styles
are the keystones of the Massimo Dutti world and reflected in all its collections.
Taking its own unique creative concept as the base, Massimo Dutti designs for
urban, elegant and contemporary customers. Customers that are not only looking
for the very latest trends, but are also loyal to our label and share our pride in
its values.
Massimo Dutti value:
- Quality
- Desirability
- Functional
- Elegant
- Fashionable
- Comfortable

3. Product Life Cycle
CompetitionMonopoly
sales
Stage 1 Stage 2 Stage 3 Stage 4
First competitors Mass production Obsolescence
Idea
Promotion
competitors
Introduction Growth Maturity Decline
(PLC)Product Life Cycle
Massimo Dutti also has four primary collections: womenswear, menswear, Boy’s and Girls and
Accessories.
The product life cycle of a brand such as Massimo Dutti
could be different.
News lines are always added - different ranges for each
season.
Massimo Dutti maintains a product line with great width
and depth consisting of many products.
Their products can be split two main categories:
1.- Fashion-oriented: Fashion products
are designed to be responsive to fashion
trends and are introduced on a
collection-by-collection basis.
2.- Continuity products have life cycles
that are expected to last for a number
of years. Ex. Suits
BURGUNDY VELVET BLAZER
With so many different products offered in different collection and
the fashion vs. continuity of Massimo Dutti's products the product
mix is very great.This contributes to the positioning of the brand.

4. Positioning
Positioning is not what is done to the product, it is what is created in the minds of these customers
and given an image.
The market positioning for Massimo Dutti varies. Massimo Dutti can appeal to 25-year-old
man or the conservative 50 year old man. However, many Massimo Dutti ads feature younger
models.
Recent Massimo Dutti ads have
featured everything from a
New york landscape with a classic
style to created campaign, known
as 'Tribute to Casual',by Mario
Testino.
Taking all of this into account, Massimo Dutti is targeted towards many different segments
of the population with one common theme, functional quality.
They are appreciating high quality textiles and classic design with a touch of modernity
and are comfortable for wear.

5. Identify potential customer and understand needs
Massimo Dutti wants to create the image of accessible luxury and could be target younger consumers
to create a following and a loyal base.They want to reach these customers so they continue to broaden
their brand, while being profitable.
Using the example of wanting their men’s products to appeal
to a 25 year-old male going on his first moment and wanting to
something hot while still appealing to a 50 year-old banker that
wants quality and a modern, classic appearance.This can be
defined as cross generational.Massimo Dutti wants their apparel
and accessories to reach the different generations but keeping
the image of style, protection, and functionality.
They are hoping the desired young market loves their “realness
and authenticity.”
I am starting to find out that the brand is becoming very popular
in the youth community (18-25 years old) These consumer
markets are not what the brand exactly had in mind when he
created the company, but nonetheless it shows Massimo Dutti is
crossing into new markets.
This is clearly a positive factor while keeping their loyal customers.
One possible idea is for Massimo Dutti to create a new line for the youth, while sticking
to the brand’s position and lifestyle.
This translates into a new core customer base and the possibility of attainable longevity of the company.
How could Massimo Dutti’s popularity among non-target customers affect the
brand? How should Massimo Dutti’s respond to this popularity?

6. I think the new concept of the Massimo
Dutti's stores has to emphasize their
commitment to synchronizing between offline
and online,and they consistently shine across
all digital dimensions.
As part of its efforts to target younger customers, Massimo Dutti should be heightened its focus on
online initiatives and digital marketing.
Brands’ digital strategies were ranked
thus:
20 percent on mobile,20 percent on
social media, 30 percent on digital
marketing and 30 percent on site.
why?
because when trying to reach younger consumers, both who can buy their products
now and those will be able to in the future.
To achieve a high digital IQ, Massimo Dutti must focus in all of them.
If done correctly, ecommerce is the real engine behind significantly increasing a brand’s revenue online.

7. Kindle rapidly expanding tablet market.
For the past two years, the Kindle Fire HD tablet was the best-selling product among millions of items on Amazon worldwide.
(As part of the revitalisation of the brand)
- Although it is hard to say what product categories Massimo Dutti should be venturing
into next due to the extensive branch. I think Massimo Dutti should expand on their
current categories:
-For example, Massimo Dutti’s accessory line could add new products like the handbags
can add new and different types of bags such as Backpackbag-without losing the approach
of the brand- using various types of fabrics and materials.
- A wise decision for Massimo Dutti is to venture into other beauty products like lotion,
etc with their scents. Customer loves the fragrance of the store -They often ask me about
the name of the product.Why not create a complete line of beauty&body care, fragrance
(home), etc...for its clothing lines?
- Another area that can be successful is home design.We didn’t find mention of products
that can be used in home décor. (Home Accessories and Home Decoration)
Introducing Massimo Dutti into the home could open up new consumer markets and
add new customers to their current customer base by making the line classic but chic.
What other product categories should Massimo Dutti be entering?
-iPhone, iPad & Kindle Cover,The fashion industry loves the Digital Media.This digital
tablet allows us to carry fashion with us and consume it in a fashionably digital way.A
good opportunity to promote the Massimo Dutti on the app store and the propensity
for online shopping.

8. What Does a Product Specialist Do?
- Product Specialist is responsible for managing a product throughout its life cycle, such as:
- Including technical development
- Marketing and promotion, as well as
- Staying informed about the product's competitive position are involved.
- The product specialist might provide training to other employees or vendors
as a part of his or her job duties.
- Also develop business plans related to the development of the product and
its growth potential.
- Knowledge of the product category and competing products, including substitutes,
is obtained.
- The marketing and promotion of the product line is a vital component of the product specialist's
job. He or she has to be able to determine where the product is in its life cycle. If it is in the early
stages of introduction or growth, a higher level of promotional efforts will be needed.
- In addition to knowledge about the product itself,
- Distribution strategies might need to be evaluated, developed or altered in order to best service
the market's anticipated needs.
How Do I Become a Product Specialist?
- Becoming a product specialist should have a background in marketing, sales, or business management.
- Critical thinking skills, solid communication skills, and leadership ability.
-Provide innovative and creative solutions.

9. A thorough analysis of the market's needs and purchase behavior patterns would be conducted to
obtain some type of data:
Due to increasing Asian Customer ( at Regent street store) . Sizes as XS or S should be added more
in the stock rooms. I am sure this is one the ways to increase sales and increase profits.
Poorly set zipper causing closure
Extending gabardine- trench coat collection.We have Burberry on the same street with its best-
selling product.Customers often require this model for this main reason:- same item more affordable.
Many complaints because wrong gradiation of size difference in measurement of
a garment part from other.
The customers feel upset to psychological level 'I am not wearing XL'!! and also
they often lack confidence when purchasing from online because the fail to grasp
the standard size used by Massimo Dutti.This is a big opportunity to showcase
your product line to a potential client.

10. all this and more, if you desire.
Defects in Sleeve joint and Top stitch of
Labels- size information:
The customer tends
to check the -label
size- in this part of
the item.
In this way, we can avoid: the disorder that this
creates on the shelves.
Improve responsiveness and save time for
Operational Team in the stockroom.
Also, when we have to pack all the extras.
More information of this service in the till, to
sales assistants and customers.