DIESELFor Successful LivingName Roll noHarjas Bakshi 2014148Shonit Naralkar 2014172Prathamesh Patil 2014159Pushkaraj Kulkarni 2014163Werlene Fernandes 2014

Has diesel remained true to its original identity?

Diesel original identity

Rebellious

Créative & Unique

Love of humour

• Used from 1991 to late 90’s

Then the brand started losing its originalty. It became victim of its success

Diesel started to be conventional due to the evolution of the market

They also launced StyleLab and D-Diesel

Success Criteria of StyleLab

1. Diesels’ and StyleLabs’ Image2. StyleLab’s 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?

Diesel’s 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 Route• Reward oneself• A must• Quicker way to success• Old unhealthy rich people, young in

diesel

The Dark• Highlights product attributes and

variety• Different fits and washes• Darker, edgy tone

Work Hard• Durable• Young professionals• Erratic 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