International Marketing

PUBLIC RELATIONS 2

Bruna Spera Martins

Southern States University

BU534 – International Marketing

PUBLIC RELATIONS 1

COCA COLA MARKETING STRATEGY 2

Instructor: Dr. Peggy Bilbruck

Public relations refers to a strategic communication process used by companies and organizations to build and maintain a mutually beneficial relationship with their customers and the public. Its primary role is to promote and maintain a positive brand image and reputation necessary for an organization's success. To achieve this, companies use a variety of promotional mediums such as social media platforms, television, newspapers, and magazines as well as in-person engagements. Regarding this, Gucci relies heavily on public relations to gain more relevance and support its marketing efforts.

Surviving in today's competitive market requires the use of effective PR strategies to build and maintain your company's brand image and reputation, essential in achieving a strong competitive edge. Gucci employs a variety of PR strategies to maintain a positive mutual relationship with its customers, the public, and other stakeholders. As a result, this has helped the company to build a strong positive brand image and reputation over its competitors. For instance, Gucci uses various forms of social media, including Facebook, Instagram, and Twitter, to showcase its wide range of products and build a strong relationship with customers. Social media enables the company to reach a broader target group, especially in the global market, thus establishing a positive mutual relationship. On Instagram, Gucci has over 33 million followers; hence the channel offers a better platform for the organization to promote its products and ensure customer engagement (Pratap, 2019). The various social media channels have large following globally; hence they help Gucci to engage with its customers, promote and market its products to the global market. Through customer engagement, the company strengthens its brand image and reputation, thus positioning itself well in both the local and global markets.

The use of celebrity figures is another key PR strategy employed by Gucci. For instance, Gucci has used several celebrities such as Marisa Miller, Ashton Kutcher and Kim Kardashian, among other celebrity stars to showcase and market its products. Such personalities are recognized globally; hence they play an essential role in marketing the company's latest fashion trends to the global market. The use of celebrities also helps to strengthen the company's brand image and build a stronger relationship with existing and prospective customers. Moreover, the company focuses greatly on promoting corporate social responsibility and sustainability as a critical PR strategy. Being one of the highly successful luxury brands globally, Gucci emphasizes on social responsibility to create and maintain a good public image (Sophia, 2010). For instance, the company is committed to reducing environmental impact by enhancing sustainability in its business operations. Gucci also focuses on promoting respect and equal treatment of workers in all parts globally. As a result, various social responsibility practices have enabled the company to build and maintain a good relationship with its customers, thus supporting its global marketing. Today, Gucci is recognized as a luxury brand in the global market.

References

Pratap, A. (2019). Gucci Social Media Marketing Strategy. Retrieved 27 May 2020, from https://notesmatic.com/2019/04/gucci-social-media-marketing-strategy/.

Sophia. (2010). Gucci PR Strategies. Retrieved 27 May 2020, from https://rhapsophia.wordpress.com/2010/02/07/gucci-pr-strategies/.