The Marketing mix of Ducati analyses the 4Ps of Ducati, which includes the Product, Price, Place, and Promotion of Ducati. Ducati is a private company of Italian origin. Volkswagen Group owns it through one of Audi’s subsidiaries, Lamborghini. Brand deals in the manufacturing and designing motorcycles and was set up in 1926 by its co-founders Marcello Cavalieri Ducati, Bruno Cavalieri Ducati, Adriano Cavalieri Ducati, and Antonio Cavalieri Ducati. The company serves a global area through its headquarters base in Bologna, Italy. Leading technology, craftsmanship, strong performance, and Italian style have paved the way for Ducati’s Success. Some of its competitors in the market share in this field are as follows:
- Honda
- Suzuki
- Bajaj
- Yamaha
About Ducati
- Type: Public Company
- Industry: Motorcycle manufacturing
- Founded: 1926
- Founder: Adriano Ducati
- Headquarters: Borgo Panigale, Bologna, Italy
- Area served: Worldwide
- Key people: Claudio Domenicali (Chairman) and Francesco Milicia (CEO)
- Number of employees: 1,686
Table of Contents
Ducati Product Strategy
Ducati was a family business for Antonio Ducati and his sons, and they started with the production of condensers, vacuum tubes, and several radio components. The First Ducati motorcycle had a top speed of 40 mph and weighed 98 pounds. Since then, it has come a long way.
The product mix of Ducati in 2023 is as follows(Source)
- Superbike: These motorcycles are designed for high-performance and sporty riding. They are often used on racetracks and offer cutting-edge technology, powerful engines, and aggressive styling.
- Sportbike: Ducati also offers sport-oriented motorcycles that blend performance and comfort. These bikes suit riders who want a sporty riding experience on the street and the track.
- Naked: Ducati’s naked bikes are known for their minimalistic design, exposed engine components, and upright riding position. They offer a more relaxed and versatile riding experience compared to sportier models.
- Cruiser: Ducati has introduced cruiser motorcycles with distinctive Italian styling. These bikes are designed for comfortable long-distance rides and cruising on highways.
- Adventure Touring (Multistrada): The Multistrada series is aimed at adventure touring enthusiasts. These motorcycles offer a combination of on-road and off-road capabilities, making them suitable for various types of terrain.
- Touring: Ducati offers touring motorcycles designed for comfortable long-distance riding. They have features like saddlebags and advanced technology to enhance the touring experience.
- Scrambler: The Ducati Scrambler series features retro-inspired motorcycles with a modern twist. They are known for their fun and accessible nature, making them popular among many riders.
- Hypermotard: These bikes are designed for riders who enjoy street and supermoto-style riding. They have a tall seat height, long suspension travel, and a playful attitude.
- Monster: Ducati’s Monster series consists of naked sport bikes known for their minimalist design and powerful engines. They offer a more approachable entry point into the Ducati brand.
- Special Editions and Limited Editions: Ducati occasionally releases unique and limited-edition models to celebrate milestones, collaborations, or commemorate historical events.
Ducati also offers to market a diversified range of lifestyle products, accessories, and co-branded merchandise with Ducati’s design and logo. In 2006, it entered into a licensing agreement to launch co-branded pieces of luggage to be sold through retail outlets of both brands.
Ducati Place Strategy
Ducati serves a worldwide area, and its products are available in several countries. The major markets for its products are Japan, Europe, and the United States. It has subsidiaries and offices in Sydney, Paris, London, New York and Caracas. The company has entered into several strategic alliances and dealership programs to create the best possible distribution network. It has also opened a chain of Ducati outlets for easy availability of its products to the target market.
Ducati is a strong brand that offers technical excellence and ensures the efficient quality of the value chain. It has a flexible and effective management network that can handle any challenge by positioning the right person for the right job. It has a few distribution channels, a robust infrastructure, and the highest level of outsourcing. Its distribution network includes exclusive dealerships, forty outlets for Ducati products only, and nine hundred stores selling Ducati products under a third-party dealership program.
Here are five key aspects of Ducati’s place strategy:
- Exclusive Dealership Network: Ducati maintains a network of exclusive dealerships and showrooms worldwide. These dealerships are carefully selected to provide customers with a premium and immersive brand experience, showcasing Ducati’s motorcycles and accessories.
- High-Profile Locations: Ducati strategically places its dealerships and showrooms in prominent, high-traffic locations, often in major cities or motorcycle enthusiast hubs. This ensures potential customers easily access the brand and its products.
- Global Presence: Ducati has a robust global presence with dealerships in numerous countries. This international distribution network allows them to reach a broad and diverse customer base, catering to the demands of various markets.
- Online Presence: Ducati maintains a strong online presence in addition to physical dealerships. Their official website serves as a hub for product information, customization options, and online shopping, enabling customers to engage with the brand digitally.
- Partnerships and Events: Ducati actively participates in motorcycle events, trade shows, and racing championships to connect with enthusiasts and potential customers. They often collaborate with other brands and sponsors to increase their visibility and reach within the motorcycle community.
Ducati Pricing Strategy
A good pricing policy is the main ingredient of a company that helps its business to grow and flourish. Ducati is an international brand and must evaluate various factors before committing to developing any pricing policy. The brand believes in offering qualitative and premium products and has adopted a value-added pricing policy.
Its prices are slightly higher than those of its competitors, but its image and quality products have helped the company maintain its premium pricing policies. Owning a Ducati has been considered a status symbol; hence, it is the desired bike for society’s upper and upper-middle-class sections. Its regular sales have helped the company garner significant revenues.
Ducati, the iconic Italian motorcycle manufacturer, employs a pricing and marketing strategy that aligns with its premium brand image and caters to discerning motorcycle enthusiasts. Here’s a breakdown of Ducati’s price strategy is as follows:
- Premium Pricing: Ducati positions itself as a luxury brand in the motorcycle industry. It utilizes premium pricing to reflect the high-quality engineering, cutting-edge technology, and prestige of owning a Ducati motorcycle.
- Value-Based Pricing: While Ducati’s motorcycles come with premium price tags, the company ensures that the price reflects the exceptional performance, craftsmanship, and innovation riders can expect from their products.
- Tiered Pricing Structure: Ducati employs a tiered pricing structure, offering a range of motorcycles at different price points. This caters to a diverse customer base, allowing riders to choose models that align with their preferences and budget.
- Accessories and Customization: Ducati extends its pricing strategy beyond the motorcycles themselves. The company offers various accessories and customization options, allowing customers to personalize their bikes.
- Limited Editions and Special Models: Ducati occasionally releases limited edition and special models with unique features or collaborations.
- Financial Services: Ducati often partners with financial institutions to offer financing and leasing options. This strategy makes owning a Ducati more accessible to a broader range of customers, spreading the cost over time and potentially attracting younger riders.
Ducati Promotion Strategy
Ducati’s strong image has helped cultivate customers over the years. It is known for its performance motorcycles; its advertising and promotional activities are centered on this vital fact. The company believes in defining its brand value and has launched commercials and advertisements that propagate its products to maximum advantage. It has roped several celebrities, like Ruby Rose, Matt Moran, Will Davison, and Zoe Naylor, to act as brand ambassadors.
Ducati employs a promotion strategy centered on the following:
- Digital Marketing and Social Media: Leveraging digital platforms and social media to engage with its passionate community, share captivating content, and showcase its motorcycles’ performance and design.
- Sponsorships and Events: Actively participate in motorcycle racing championships and partner with high-profile events to reinforce its racing heritage and engage with enthusiasts.
- Exclusive Experiences: Offering exclusive experiences like factory tours and Ducati Riding Experience (DRE) to immerse customers in the brand and create memorable moments that foster loyalty.
Ducati has also taken part in various sports and events. The manufacturer World Championship has been won by Ducati several times and the British Superbike Championship eight times. It also won the AMA Superbike Championship in 1993 and 1994 because Dough Polen and Troy Corser won in 93 and 94, respectively. In the year 1978, Ducati was the winner of the TT Formula 1 World Championship.
Some Recent Video ads and Print ads for customers of Ducati are:
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