06.08.2004Eight long time ago, the Texas Pacific Group investment memory board bought Italian motorcycle manufacturer Ducati. A former McKinsey man, Federico Minoli was brought in to restructure the ailing company. To the astonishment of economic experts, the 55-year-old turnaround passenger car do his first priority the building of a Ducati museum.
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Ducati: a success story in red
What does it count to make a brand into a myth?
Federico Minoli: Well, to belong with, you need a mythical growth. But what makes a product mythical? It has to be different, unique. It has to stand for something specific. Then in addition, it necessitate to be linked to a specific country or region or story.
Can you sum up the deuce-ace key things that Ducati stands for?
Desmodromic valve adjustment, the sound of the engines and the Italian design.
Who are Ducatis clients?
We prefer non to speak of clients but of fans.
And who does your marketing data identify as being the typical Ducati fan?
When I took over, I cherished to produce a segmentation of the client base. But it didnt civilise out.
The range of clients extends from wealthy private banking clients who park their Ducatis in their living(a) rooms all the way to simple assembly attract workers who save up to pay for their Ducatis. We therefore speak some a Ducati clan or tribe. A tribe is made up of people who take in something in common. In the nitty-gritty of the settlement is the totem, the Ducati totem in our case. This defines the product, but not the tribe; it is hardly the linking element between the individual members of the tribe.
Nevertheless, the profile of the Ducatisti must have changed considerably over the last twenty years, mustnt it?
Twenty years ago, the core attitude was one of fundamentalism: see, I drive a Ducati. It keeps on going, very well; I, and only I, can jam it. The problem with fundamentalists is that there are only a few of them, and they hang on to their...If you want to get a across-the-board essay, order it on our website: Orderessay
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