MARKETING MANAGEMENT - JEANS
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1) The document provides details about a marketing project done on jeans by a student. It discusses the history and manufacturing process of jeans and provides information on major jeans brands like Levi's, Pepe Jeans, Lee, Wrangler and Diesel. 2) The student has selected jeans as the product for their project as jeans are very popular, comfortable and in high demand. Jeans manufacturing also has relatively fewer legal restrictions. 3) The student proposes branding their jeans company as "Inborn" to appeal to customers across income levels in India's large rural population. The branding uses a blue logo representing the iconic color of jeans.
MARKETING MANAGEMENT - JEANS
- 1. Business studies project Marketing management (JEANS) Delhi public school!
- 2. Acknowledgement I would like to thank my thank my business studies teacher Mrs. Sopilla Nile for helping me out with my selection for the project. She also helped me with ideas and concepts for the project. My parents who encouraged me and helped finding the details and providing me with contacts and helping me with the field reports. My friend, ishwari who gave me ideas for my product and would discuss and solve my problem anytime.
- 3. Introduction Jeans are trousers made from denim or dungaree cloth. Often the term "jeans" refers to a particular style of trousers called "blue jeans" and invented by Jacob Davis and Levi Strauss in 1873. Starting in the 1950s, jeans, originally designed for cowboys, became popular among teenagers, especially members of the greaser subculture. Jeans were first designed as durable trousers for farm workers and miners in the states of the American west. A Nevada tailor, Jacob Davis, had the idea of using copper bolt sat the corner of the pockets to make them stronger. They became popular instantly and soon many people bought them. Although Davis knew that he had a great product which many people wanted to buy, he didn’t have the money to patent it. He asked Levi Strauss, who supplied him with cloth, to help him out. The two worked together and started making jeans out of denim, which was more comfortable and could be easily stretched. It also became softer as it got older. They were dyed with indigo because it did not go through the cloth like other dyes do.
- 4. Initially, jeans were simply sturdy trousers worn by factory workers. During this period, men's jeans had the zipper down the front, whereas women's jeans had the zipper down the right side After James Dean popularized them in the movie Rebel without a Cause, wearing jeans became a symbol of youth rebellion during the 1950s. Because of this, they were sometimes banned in theaters, restaurants and schools. During the 1960s the wearing of jeans became more acceptable, and by the 1970s it had become general fashion in the United States for casual wear. In 1885, jeans could be bought in the US for $1.50 .Today, a pair of durable jeans can be purchased in the United States for about $40. Denim refers to the fabric and Jeans refers to pants made out of denim. So actually, Denim can mean either pants, skirts, jackets. Jeans mean specifically denim pants.
- 5. 1. Levi Strauss Levi Strauss & Co. also known as LS&CO or simply Levi’s is a privately held American clothing company known worldwide for its Levi's brand of denim jeans. It was founded in 1873 when Levi Strauss came from Buttenheim, Bavaria, to San Francisco, California to open a west coast branch of his brothers' New York dry goods business. In 1873 Levi Strauss and tailor Jacob Davis received a U.S. patent to make the first riveted men's work pants out of denim: the first blue jeans. The price range:- Denizen- 1099 to rs. 2999 Sykes- rs. 3000 to rs. 9000
- 6. Parent Company Levi’s Strauss and Co. Category Apparel and Accessories Sector Lifestyle and Retail Go Forth; Levis. Original jeans. Original people; A style for every Tagline/ Slogan story; Quality never goes out of style USP Oldest Jeans Brand yet modern. ( curve ID, waste<less) Segment Upper class and Upper Middle Class Target Group People who want a blend of style and Comfort Positioning Outgoing and stylish quality jeans 1.Strong Brand Name and popular top-of-the-mind brand 2. Expertise in Jeans Industry 3. Distribution Channels and Global Outsourcing 4. Has over 470 self operated stored globally managed by 16000+ employees 5.Levi’s marketing includes retro popular songs in its TVC ad campaigns 6.Over 60 and 25 manufacturing plants in US and abroad Strength respectively 1.High Pressures of Brand Protection Weakness 2. Increasing competition means limited scope for growth
- 7. 2. Pepe jeans Pepe Jeans London is a denim and casual wear jeans brand that was established in the Portobello Road area of London in 1973. From its origins as a tiny market stall to more than half a US billion dollar brand, Pepe has transformed itself into a Jeanswear label found throughout Europe. In 1973 it was originally just a weekend road side stall on the Portobello Road Market located in west London established by three brothers: Nitin Shah, Arun Shah and Milan Shah. Nitin and his two brothers later started their own company Sholemay Ltd trading, as Pepe Jeans. The brand was named "Pepe", because it was a short word that could be written without much trouble. Pepe Jeans was launched in India in 1989. The brand is currently a leading player in the premium jeans and casual wear segment, enjoying a market share of more than 25 percent. The price range: starts from rs 999 to rs 3299.
- 8. Parent Company Pepe Jeans Incorporation Category Apparel and accessories Sector Lifestyle and Retail Tagline/ Slogan Pepe Jeans London A brand, which is really innovative, stylish changing with variety at an affordable price. (animal prints , adults and children section, season USP looks) Men and women who like contemporary style of fashion with a Segment rebellious attitude. Target Group Young urban Men and women from the upper middle class Pepe Jeans is a premium and international brand, which houses casual Positioning wear with a heart of London in it. 1. Pepe Jeans is present over 100 countries and employs more than 5000 employees all over the world. 2. The brand had a different view of selling jeans and was against hanging them and even fought with the retailers to change this fashion, which was a big hit. 3. The brand has entered the elite segment of the top four denim producers in the world. 4. The brand has signed international celebrity brand ambassadors Strength which enhances the brand equity. 1. Constantly changing fashion trends means inventory issues Weakness 2. The brand has several competitors hence high brand switching
- 9. 3. Lee Lee is an American brand of denim jeans, first produced in 1889 in Salina, Kansas. The company is owned by VF Corporation, the largest apparel company in the world. Its headquarters is currently in Merriam, Kansas, just outside of Kansas City, Missouri. The company states that they are an international retailer and manufacturer of casual wear and work wear and that they have more than 400 employees in the United States. In Australasia, the brand is owned by Pacific Brands since 2007. The company was formed in 1889 by Henry David Lee as the Lee Mercantile Company at Salina, Kansas producing dungarees and jackets. Price starts from: rs 1999 to rs. 2899
- 10. Parent Company VF Corporation Category Apparel and accessories Sector Lifestyle and Retail Tagline/ Slogan A Lee is you; A Lee Dont Lie; Own the moment A company which has rich heritage, Innovative designs and socially responsible organization.( fit finder, vibrant colors offered , for rough USP use, clearance offers) Men and Women who want to wear stylish and innovative jeans at an Segment affordable price. Target Group Young urban men and women from the upper middle class A stylish brand with a sporty look with an American imaginery to the Positioning brand. 1. The brand has over 100 stores all over the world and employs over 500 people in the USA. 2. The brand has been known as one of the top jeans producers all over the world. 3. The brand is known for its innovation through out the century and known for inventing the zipper fly jeans. 4. Lee was one of the first jeans brand to start advertising through Strength television and has continued extensive advertising throughout. 1.The brand has not established itself in the e-commerce arena that well in Asia where the brand has a significant market share. 2.The brand has had problems in distribution of the updated stocks in Weakness parts of Asia and Europe.
- 11. 4. Wrangler Wrangler is an American manufacturer of jeans and other clothing items. The brand is owned by the VF Corporation, who also own Lee, Jan Sport, and The North Face, among others. Its headquarters is in downtown Greensboro, North Carolina in the United States, with production plants in a variety of locations throughout the world. Wrangler Jeans were first made by Blue Bell, who acquired the brand when they took over Casey Jones in the mid-1940s. Blue Bell employed Bernard Lichtenstein ('Rodeo Ben'), a Polish tailor from Łódź who worked closely with cowboys, to help design jeans suitable for rodeo use Price from: rs. 1695 to rs. 3295
- 12. Parent Company VF Corporation Category Apparel and Accessories Sector Lifestyle and Retail Tagline/ Slogan No matter where the destination, where your heart out Comfort and style at affordable rates. (jeans and jackets , dominated USP by men section clothes, cowboy, rock cult cut) Segment Casual wear Target Group Men and women from the urban upper middle class Positioning Tough and rugged, lasting quality 1. Wrangler has a wide distribution channel. They sell their jeans at mass merchandisers such as Walmart and Target. 2. They also have their own flagship specialty stores located at many places 3. Strong brand presence Strength 4. Good marketing and advertising at stores and print ads 1.Competition from standalone specialty stores means limited market share growth Weakness 2. Lot of options available means high brand switching
- 13. 5. Diesel Diesel S.p.A. is an Italian design company. It is best known for luxury, prêt-a-porter clothing aimed at the young adult market. The company is owned by its founder Renzo Rosso, and is based in the former Laverda building area in Breganze, northern Italy. The company was founded by Renzo Rosso in 1978. Diesel's milestone years include 1985, 1988 the hiring straight out of fashion college of ex-head designer and Creative DirectorWilbert Das, 1991 (beginning of the international marketing strategy) and 1996 (opening of Diesel's first flagship store on New York City's Lexington Avenue) Price starting from: rs 899 to rs. 2999
- 14. Parent Company Diesel S.p.A. Category Apparel and Accessories Sector Lifestyle and Retail Tagline/ Slogan For Successful Living USP Complete lifestyle brand. (diesel black gold,55dsl) Segment Young men , women and children who are very fashion conscious Target Group Urban upper-middle and upper class Positioning A complete fashionable lifestyle brand 1.A complete lifestyle brand known for its luxury and pret-a-porter clothing aimed at young adult market 2. The exclusiveness strategy which saw them intentionally shrink from 10000 points of sale 5000 points of sale 3. Strong advertising strategy which sees them building stories around pictures. 4.The diversification into other merchandise like sunglasses ,watches, perfumes, footwear makes it a complete lifestyle brand Strength 5. Has over 2500 employees serving in 80 countries 1.Their main product Diesel jeans is expensive and only available to a select few 2.Majority of sales revenues come from designer jeans. A slight dip in the demand of it may see a major drop in sales Weakness 3.Replica products and fake imitation affects brand image
- 15. Why have I selected this product? Jeans is for everyone, young and old. If you have an innate eye for fashion, a jeans company is one business you can start. Knowing what types of jeans sell best. Survey, checking magazines to know what fashion icons and celebrities wear, attending fashion shows to form network within the industry, and reading fashion reviews for updates) are the knack . Customers usually look for style first then narrow it down to the color of their choice and the size that fits them. Jeans is a huge trend in nowadays as it is very comfortable, durable and preferred by many people not considering the age bar. The production and manufacturing of jeans is also very easy as no particular license or permission is to be obtained for producing the jeans. (For setting up a factory or shop licenses and permission are mandatory in all the sectors). Obviously at the end there is a quality check which is again mandatory in all goods after their production. Thus manufacturing of jeans is preferred as not many legal restrictions are imposed and has a mass and growing demand for them. Nature of the product Product is an element of marketing mix representing the tangible and intangible elements offered to the customer in order to satisfy his need. Product is the most visible component of the marketing mix. Customers do not buy a product but rather they buy what the product does for them ( core, expected and augmented benefits) Jeans is a tangible good with associated attributes. Jeans is a consumer good i.e it is used by the consumers directly. It is classified as a shopping product which means it is purchased after a comparative analysis of quality , price , warranty etc. of competitive brands .
- 16. The manufacturing process A. Jeans’s manufacturer--sewing factory First, sewing factory must select the right denim fabric, make many pair of trousers leg, then send them to the washing factory to check the shrinkage rate. Second, to design or prepare the urgently needed accessories such as trade mark, washing mark, size mark, printing, embroidery, etc. the less urgent ones can be done next time. B. Jeans’s manufacturer--Embroidery and printing factory. After the denim fabric was selected, crafts factory must start to make sample for embroidery and printing till approved, then immediately start production. C. Jeans’s manufacturer--Crafts factory. When the jeans are sewed, desizing first by washing plant, then crafts factory will treat the jeans by monkey wash, sand blast, winkle treatment, etc. The crafts must be the same as customer’s requirements. D. Jean’s manufacturer--Washing factory Jeans washing is of critical importance for all the work, if this is done successfully, the jeans are almost finished. E. Final treatment A through quality check must be performed after the final treatment is finished, final treatment are leather label stitching, ironing, rivet punching, logo hanging, excessive thread cutting, packing, etc. final treatment are done by the sewing factory or washing factory.
- 17. Different varieties of jeans manufactured by our company Right hand twill - Using uniform yarns, this weave is considered more rugged. Left hand twill - The weave runs diagonally, resulting in a softer, loftier feel. Ring Spun Denim - The original denim fabric, which is known for its characteristic slubs. Open-End Denim - The most popular type of denim that results in a consistent yarn thickness. Dirty denim - Filler yarns are brown (instead of natural which is woven with the indigo) which gives the denim a "dirty" appearance Stonewashed - Most jeans today are stonewashed, but not in pumice stones like the original method. Now enzymes, sand, ceramic balls and other methods give jeans their worn look. Flares - Slim through the legs, flaring right above the ankle -- to about an 21+ inch opening. Bellbottoms - Start to flare at the knee, resulting in a 22+ inch leg opening. Peg legs - Extremely narrow leg opening (very '80s) Boot cut - Slim through the legs, with a slight flare at the ankle to accommodate a boot (about a 16-18 inch opening) The product starts from the range of rs. 400 for the customers and goes till rs. 1500 depending upon the cut, variety and wash of the denim.
- 18. Branding Branding is a process of assigning a distinctive name or a symbol to a product by which it is to be known and remembered. The company’s brand has been named as INBORN..!! as our company is targeting the masses of all income levels and wants our jeans to not just be used by the urban crowd but also the rural crowd and people with comparatively less income as India is a population with 70% people situated in the rural area. With the production being in large scale the cost will also (economically) come down.
- 19. As the company has just started the production takes place in small scale. The brand name has been registered and so is the tagline and logo.. So for trademarks and branding of the jeans the above logo is used. The reason behind the logo is that, blue is a universal color and very passive. Even people with color blindness can identify it and the red implies that it runs in your genes, your blood. The tagline jeans in your genes imply that every person can afford and wear the jeans manufactured by our company. We would like to make our jeans a part yourselves just as your genes. Our motive is to make our companies jeans popular to the masses at an affordable rate with the best quality possible.
- 20. Product Usage: Very frequent use of the jeans on almost all of the major occasions including festivals, Parties, and other important Festivals and Events. Heavily used by the school and college students. Purchase Influence: Purchasing decision making is based on individual preferences which can lead to the same product among other individuals as well. For instance if a youngster purchase a particular brand of jeans he/she can influence his or her friends or relatives to purchase the same product. Word of mouth is also an effective means of promoting sales of any product. Life Style of the Users: Life style does matter a lot on the purchase of a product. For example if a student prefers jeans in his life style then his obviously his consumption for jeans is certainly more than a person who wears jeans occasionally. Similarly the social class level also matters in the purchases.The upper class usually go for the quality, fashion and status while the lowers are more conscious to price. Market Attractiveness Factors: Differentiated cuts and styles of inborn!! Jeans allow us to provide a handsome look to our customers. The company can make exclusive designs of inborn!! Jeans for showbiz and fashion industry and by doing advertising of inborn!! Jeans through actors.
- 21. Price of the product The term “price” denotes the money value of a product or service. It is the amount of money the seller is asking for the product he offer for sale or the amount which buyers are to pay for it. Price is an important element in the marketing mix of a firm and affects other components of the marketing mix. The price of the item is different for the wholesalers and customers. Customers commonly buy jeans in number of units but the wholesalers buy in bulks. A bulk of jeans contains ten pieces of jeans. The prices for wholesalers and customers are shown in the following table for our main products for this segment. Product customer retailer Bell bottom 400 360 Boot cut 650 575 Flare cut 800 700 Straight cut 900 1000 Baggy jeans 1000 950 Our company has comparatively very low places as we first want to establish ourselves in the market by providing our material to a lot of people who can connect with them. The cost of production of basic simple jeans in rs. 300. We sell it to the retailers at a bit of higher amount obviously in order to incur the costs and the retailers sell it to the customers.
- 22. The prices charged by the competitors are really high and hence our prices would influence the buyers and the consumers to buy our product. It is basically targeted for all the income groups, so the price is less with an incredible quality and for daily use. There is not much risk involved either as jeans is always in trend and the fashion of jeans never fades out.
- 23. Distribution of the product Place element of marketing mix refers to distribution of products to make them available to customers for purchase and consumption. Distribution is very important as if the products are not distributed and are not made available to the customers at the right place, time and quantity they would not buy they products. Warehousing: goods are produced in factories on a continuous basis and these are not sold immediately after production. Location of warehouses for storage of goods depends on the nature of the product. Since jeans are a necessity widest possible distribution is desirable. Channel of distribution: a channel of distribution is the route or path along which products flow from one point of production to the point of ultimate consumption or use. It starts from producer and ends with the consumer.
- 24. Our company has chosen the one level channel where the manufacturer sells the product to the consumer directly. This channel has been selected because it was it is the most economical of all for a new entry to the market. This channel does not require the producer to directly search for the customers at the same time avoids overpricing as we are a new company and want to establish ourseleves. Using the two level or three level would be expensive for a new company as longer the chain more would be the price of the product to the customers.
- 25. Promotion of the product Promotion is the process of communication with the potential buyers involving information, persuasion and influence. It includes all types of personal and impersonal communication with customers. Radio Advertising A catchy jingle and quick tag line can enhance a radio ad's effectiveness. Matching the station you choose with your target demographic is key. If you want to reach adults aged 35 to 64, an adult contemporary station is a good bet. An alternative or urban station is good to reach youth aged 18 to 24. Door Hangers and Flyers Canvassing the neighborhood, placing flyers in mailboxes or hanging ads on doorknobs, is a good way to target a specific area and to make sure your potential customers have seen your information. Even if most homeowners will discard the information, gaining a handful of clients may be enough for a positive return on the marketing campaign investment. The Print and Graphic Arts Media Many retailers prefer advertising in local newspaper because it provides maximum flexibility in terms of budget, timing, coupon feedback, product and price mix. The perception rate is high because the reader can get more than one impact from the same message.