Marketing Mix of Ducati analyses the brand/company which covers 4Ps (Product, Price, Place,

Promotion) and explains the Ducati marketing strategy. The article elaborates the pricing, advertising &
distribution strategies used by the company.
Let us start the Ducati Marketing Mix:

Product:
Ducati is a global manufacturer of sports bikes, which are known for their speed and performance. At the
time of inception Ducati uses to produce radio components like vacuum tubes, condensers, and other
various components and after that, the company came up with a cycle with an engine having an overall
weight of 44kgs, which was the first ever motorcycle produced by the company. They tried their hands in
four-stroke scooters named cruiser, but it was not successful. Since then the company started with high-
end manufacturing motorcycles as a part of their marketing mix product strategy. Now, Ducati offers
eight products in its product line that are Diavel, Xdiavel, Hypermotard, Monster Multistrada, Panigale,
Supersport, and Scrambler. The description of some of the bikes are as follows:
Diavel: This model has three varieties that are standard Diavel, Diavel Carbon, and Diavel Diesel. The
various features of this category are:
Power- 112 kW, Torque- 123Nm, Seat Height-770mm, Safety- ABS, DTC
Monster: It has a huge product depth in this product line. It consists of six models in total with different
power, torque and seat height. For example Monster 797+
Power-54kW, Torque- 67Nm, Seat Height- 805m, Safety- ABS
The company provides various lifestyle products, accessories associated with bikes and having the logo
and design of Ducati.
Price:
Ducati is a premium motorcycle brand offering powerful and high-performance bikes. The pricing
strategy in its marketing mix is dependent upon the product as well as the value-added services. Since
Ducati is a renown international brand, It has to consider all the factors before deciding the price of any
product. Ducati is not only known for its premium and high-end bikes but also for its quality and services.
The price of Ducati’s bike is a little bit on the higher side as compared to its competitors such as Suzuki
and Honda. The company follows premium and value-added pricing policies. Since Ducati offers premium
bikes, customers from all around the world purchase it because of the quality bikes it offers, and Ducati’s
bikes are considered a status or symbol for upper-middle class and upper-class customers. Its sales have
been increasing day by day across the world; this shows that customers are looking for a perfect match
between quality and looks that is provided by Ducati.

Place:
Ducati is present all over the world covering most of the countries. Japan, Europe, UK and the US are the
primary markets for its products. It has subsidiaries in various countries which help the company in
building the strong distribution network. The firm has strategized its distribution network by having a
strong alliance with dealers and distributors. Later the company opened its chain of outlets to show the
visibilities across the world and started providing world-class service to its customers. They opened
many service centers to fulfill the after-sales services to the customers. Ducati has positioned itself very
well in the market by providing robust infrastructure and distribution network that includes dealership
programme. Dealership programme is the most effective platform which consists of forty outlets
exclusive for its products and the company also provides the proper training of the employee. This shows
that Ducati has a reliable supply chain and it is managing the logistics in a very sophisticated manner.

Promotion:
Ducati has a confident and robust image among the target segments. It has been associated with many
promotional activities over the years. The promotional activities include both offline and online
campaigns. In offline promotions, the company uses to come up with various advertisements and
commercials that define the brand value of the company and help in the propagation of its products to the
maximum benefits for the company. The company launched many Youtube ads to gain the focus of the
youth, and for direct interaction with the customers, it has a Facebook page. Ducati is associated with
various sports events and competitions such as AMA Superbike Championships, Manufacturer World
Championship, MotoGP, etc. Ducati has its team named Ducati Corse which is the racing team department
that participates in mentioned above racing competitions. For example, In 2007, Ducati won MotoGP
World Championship for both manufacturer and rider. So, the association of the company with all these
events positions the products as rough and racing bikes among the target segments. This concludes the
Ducati marketing mix.

About Ducati:
Ducati is an Italian motorcycle manufacturer, Since July 2012 it is owned by German automotive
manufacturer giant Audi which is the Italian subsidiary of Lamborghini, and all of these are owned by the
world’s largest automotive manufacturer Volkswagen group. Ducati was founded in the year 1926 by
Ducati family, and since then it has been in designing and manufacturing of motorcycles. Its headquarters
are located in Bologna, Italy. Ducati is one of the largest producers of premium bikes, and some of its
competitors are Suzuki, Honda, Bajaj, Yamaha, etc. Ducati is not only known for its premium and high-end
motorcycles but also for its quality and services. It is also associated with various sports events and
competitions such as AMA Superbike Championships, Manufacturer World Championship, MotoGP, etc.