The turnaround program was aimed to increase Ducati’s sales and profitability at the beginning. In order to attain these goals, Ducati broadened its product portfolio, restructured and strengthened its distribution network, focused on developing the brand name, and tried to raise production efficiency.
The program also aimed to fulfill customers demands and to strengthen the brand name. To attain these goals, Ducati’s motorcycle features were critical in distinguishing Ducati from other products, and hence attracted customers and built loyalty. Besides introducing new models, Ducati kept upgrading its existing motorcycles through design and technical innovations.
Ducati products were selling worldwide via independent privately owned dealers as a global brand. Ducati stores were exclusive Ducati outlets that selling motorcycles, spare parts, accessories, and apparel. They offered a customized retail environment with an increased level of service and technical support. If the market is not big enough to justify setting up an exclusive Ducati store, a Ducati corner would be set up in a large multi-branded dealer outlet.
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| Ducati marketing strategy in view |
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