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Business studies project

Marketing management (JEANS) Garima vidya vihar sr. sec. school!

Submitted toRahul agrawal (B St. teacher)

Submitted byLokendra raghuvanshi (12 th “c”)

I would like to thank my thank my business studies teacher Mr. Rahul Agrawal for helping me out with my selection for the project. He 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, Yash who gave me ideas for my product and would discuss and solve my problem anytime.

especially members of the greaser subculture.Introduction Jeans are trousers made from denim or dungaree cloth. They were dyed with indigo because it did not go through the cloth like other dyes do. He asked Levi Strauss. Jacob Davis. Starting in the 1950s. originally designed for cowboys. It also became softer as it got older. Often the term "jeans" refers to a particular style of trousers called "blue jeans" and invented by Jacob Davis and Levi Strauss in 1873. The two worked together and started making jeans out of denim. . he didn’t have the money to patent it. to help him out. which was more comfortable and could be easily stretched. Although Davis knew that he had a great product which many people wanted to buy. who supplied him with cloth. They became popular instantly and soon many people bought them. A Nevada tailor. jeans. became popular among teenagers. had the idea of using copper bolt sat the corner of the pockets to make them stronger. Jeans were first designed as durable trousers for farm workers and miners in the states of the American west.

During the 1960s the wearing of jeans became more acceptable. whereas women's jeans had the zipper down the right side After James Dean popularized them in the movie Rebel without a Cause. .Initially. restaurants and schools. jackets. In 1885.Today. jeans could be bought in the US for $1. men's jeans had the zipper down the front. wearing jeans became a symbol of youth rebellion during the 1950s.50 . jeans were simply sturdy trousers worn by factory workers. they were sometimes banned in theaters. and by the 1970s it had become general fashion in the United States for casual wear. Denim can mean either pants. During this period. Jeans mean specifically denim pants. Denim refers to the fabric and Jeans refers to pants made out of denim. So actually. Because of this. a pair of durable jeans can be purchased in the United States for about $40. skirts.

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. Bavaria. 3000 to rs. It was founded in 1873 when Levi Strauss came from Buttenheim. to San Francisco. Levi Strauss Levi Strauss & Co.1099 to rs. The price range:Denizen. In 1873 Levi Strauss and tailor Jacob Davis received a U. 9000 .1.S. patent to make the first riveted men's work pants out of denim: the first blue 2999 Sykes. California to open a west coast branch of his brothers' New York dry goods business.

( curve ID. Has over 470 self operated stored globally managed by 16000+ employees 5. 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. Original people. Expertise in Jeans Industry 3. A style for every Tagline/ Slogan story. Increasing competition means limited scope for growth .Parent Company Levi’s Strauss and Co.Strong Brand Name and popular top-of-the-mind brand 2. Levis. Original jeans.Levi’s marketing includes retro popular songs in its TVC ad campaigns 6.High Pressures of Brand Protection Weakness 2. Category Apparel and Accessories Sector Lifestyle and Retail Go Forth. Distribution Channels and Global Outsourcing 4.Over 60 and 25 manufacturing plants in US and abroad Strength respectively 1. Quality never goes out of style USP Oldest Jeans Brand yet modern.

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. Pepe Jeans was launched in India in 1989. The price range: starts from rs 999 to rs 3299. The brand is currently a leading player in the premium jeans and casual wear segment. Pepe jeans Pepe Jeans London is a denim and casual wear jeans brand that was established in the Portobello Road area of London in 1973.2. From its origins as a tiny market stall to more than half a US billion dollar brand. The brand was named "Pepe". Pepe has transformed itself into a Jeanswear label found throughout Europe. as Pepe Jeans. because it was a short word that could be written without much trouble. enjoying a market share of more than 25 percent.

1. (animal prints . 1. which houses casual Positioning wear with a heart of London in it. stylish changing with variety at an affordable price. The brand has signed international celebrity brand ambassadors Strength which enhances the brand equity. 3. which is really innovative. Pepe Jeans is present over 100 countries and employs more than 5000 employees all over the world. 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. adults and children section. The brand has several competitors hence high brand switching . 2. 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. 4. The brand has entered the elite segment of the top four denim producers in the world.Parent Company Pepe Jeans Incorporation Category Apparel and accessories Sector Lifestyle and Retail Tagline/ Slogan Pepe Jeans London A brand. Constantly changing fashion trends means inventory issues Weakness 2.

The company was formed in 1889 by Henry David Lee as the Lee Mercantile Company at Salina. just outside of Kansas City. Lee Lee is an American brand of denim jeans. Kansas. 2899 . Missouri. Kansas producing dungarees and jackets. The company is owned by VF Corporation. In Australasia. Kansas. Price starts from: rs 1999 to rs. first produced in 1889 in Salina. 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. Its headquarters is currently in Merriam. the largest apparel company in the world. the brand is owned by Pacific Brands since 2007.3.

The brand has had problems in distribution of the updated stocks in Weakness parts of Asia and Europe.The brand has not established itself in the e-commerce arena that well in Asia where the brand has a significant market share. Lee was one of the first jeans brand to start advertising through Strength television and has continued extensive advertising throughout.Parent Company VF Corporation Category Apparel and accessories Sector Lifestyle and Retail Tagline/ Slogan A Lee is you. 1. The brand is known for its innovation through out the century and known for inventing the zipper fly jeans. The brand has over 100 stores all over the world and employs over 500 people in the USA. 1. Own the moment A company which has rich heritage.( fit finder. for rough USP use. . 3. 2. clearance offers) Men and Women who want to wear stylish and innovative jeans at an Segment affordable price. vibrant colors offered . A Lee Dont Lie. 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. 2. Innovative designs and socially responsible organization. The brand has been known as one of the top jeans producers all over the world. 4.

with production plants in a variety of locations throughout the world. who also own Lee. Wrangler Jeans were first made by Blue Bell. a Polish tailor from Łódź who worked closely with cowboys. to help design jeans suitable for rodeo use Price from: rs. among others. who acquired the brand when they took over Casey Jones in the mid-1940s. Jan Sport. 3295 . Wrangler Wrangler is an American manufacturer of jeans and other clothing items. Its headquarters is in downtown Greensboro. and The North Face. The brand is owned by the VF Corporation. 1695 to rs.4. North Carolina in the United States. Blue Bell employed Bernard Lichtenstein ('Rodeo Ben').

Competition from standalone specialty stores means limited market share growth Weakness 2. lasting quality 1. dominated USP by men section clothes.Parent Company VF Corporation Category Apparel and Accessories Sector Lifestyle and Retail Tagline/ Slogan No matter where the destination. Lot of options available means high brand switching . 2. Wrangler has a wide distribution channel. They also have their own flagship specialty stores located at many places 3. rock cult cut) Segment Casual wear Target Group Men and women from the urban upper middle class Positioning Tough and rugged. (jeans and jackets . cowboy. where your heart out Comfort and style at affordable rates. Good marketing and advertising at stores and print ads 1. Strong brand presence Strength 4. They sell their jeans at mass merchandisers such as Walmart and Target.

Diesel Diesel S. northern Italy. Diesel's milestone years include 1985. The company was founded by Renzo Rosso in 1978. It is best known for luxury. is an Italian design company.5. 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.A. and is based in the former Laverda building area in Breganze. prêt-a-porter clothing aimed at the young adult market. 1988 the hiring straight out of fashion college of ex-head designer and Creative DirectorWilbert Das. The company is owned by its founder Renzo Rosso. 2999 .p.

women and children who are very fashion conscious Target Group Urban upper-middle and upper class Positioning A complete fashionable lifestyle brand 1.55dsl) Segment Young men .Replica products and fake imitation affects brand image .A. A slight dip in the demand of it may see a major drop in sales Weakness 3.Majority of sales revenues come from designer jeans. Has over 2500 employees serving in 80 countries 1.The diversification into other merchandise like sunglasses .watches. 4. (diesel black gold.A complete lifestyle brand known for its luxury and pret-a-porter clothing aimed at young adult market 2. Strong advertising strategy which sees them building stories around pictures. perfumes. Category Apparel and Accessories Sector Lifestyle and Retail Tagline/ Slogan For Successful Living USP Complete lifestyle brand.p.Their main product Diesel jeans is expensive and only available to a select few 2.Parent Company Diesel S. footwear makes it a complete lifestyle brand Strength 5. The exclusiveness strategy which saw them intentionally shrink from 10000 points of sale 5000 points of sale 3.

durable and preferred by many people not considering the age bar. . Product is the most visible component of the marketing mix. Thus manufacturing of jeans is preferred as not many legal restrictions are imposed and has a mass and growing demand for them. It is classified as a shopping product which means it is purchased after a comparative analysis of quality . warranty etc. a jeans company is one business you can start. 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. of competitive brands . Customers usually look for style first then narrow it down to the color of their choice and the size that fits them. Knowing what types of jeans sell best. attending fashion shows to form network within the industry. young and old. checking magazines to know what fashion icons and celebrities wear. If you have an innate eye for fashion. Jeans is a huge trend in nowadays as it is very comfortable. expected and augmented benefits) Jeans is a tangible good with associated attributes.Why have I selected this product? Jeans is for everyone. Customers do not buy a product but rather they buy what the product does for them ( core.e it is used by the consumers directly. Survey. Jeans is a consumer good i. price . and reading fashion reviews for updates) are the knack . Obviously at the end there is a quality check which is again mandatory in all goods after their production. 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).

make many pair of trousers leg. logo hanging. then send them to the washing factory to check the shrinkage rate. sand blast. . B. etc. etc. Jean’s manufacturer--Washing factory Jeans washing is of critical importance for all the work. then crafts factory will treat the jeans by monkey wash. D. winkle treatment. rivet punching. sewing factory must select the right denim fabric. The crafts must be the same as customer’s requirements. Jeans’s manufacturer--sewing factory First. to design or prepare the urgently needed accessories such as trade mark. if this is done successfully. final treatment are done by the sewing factory or washing factory. size mark. C. Second. the less urgent ones can be done next time. packing. After the denim fabric was selected. then immediately start production. printing. Final treatment A through quality check must be performed after the final treatment is finished. excessive thread cutting.The manufacturing process A. the jeans are almost finished. etc. desizing first by washing plant. When the jeans are sewed. Jeans’s manufacturer--Embroidery and printing factory. E. final treatment are leather label stitching. crafts factory must start to make sample for embroidery and printing till approved. Jeans’s manufacturer--Crafts factory. ironing. washing mark. embroidery.

The weave runs diagonally. this weave is considered more rugged. . Ring Spun Denim .The original denim fabric. flaring right above the ankle -.Filler yarns are brown (instead of natural which is woven with the indigo) which gives the denim a "dirty" appearance Stonewashed . loftier feel. 400 for the customers and goes till rs. Peg legs . Open-End Denim . 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.Slim through the legs. which is known for its characteristic slubs. Flares . Dirty denim .The most popular type of denim that results in a consistent yarn thickness. resulting in a about an 21+ inch opening.Slim through the legs. sand. ceramic balls and other methods give jeans their worn look. Left hand twill .Different varieties of jeans manufactured by our company           Right hand twill .Start to flare at the knee.Most jeans today are stonewashed. 1500 depending upon the cut.Using uniform yarns. Now enzymes. variety and wash of the denim. but not in pumice stones like the original method. resulting in a 22+ inch leg opening.Extremely narrow leg opening (very '80s) Boot cut . Bellbottoms .

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. With the production being in large scale the cost will also (economically) come down. . 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.

The reason behind the logo is that. So for trademarks and branding of the jeans the above logo is used. The brand name has been registered and so is the tagline and logo. . We would like to make our jeans a part yourselves just as your genes.As the company has just started the production takes place in small scale. blue is a universal color and very passive. The tagline jeans in your genes imply that every person can afford and wear the jeans manufactured by our company. Our motive is to make our companies jeans popular to the masses at an affordable rate with the best quality possible.. your blood. Even people with color blindness can identify it and the red implies that it runs in your genes.

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. The company can make exclusive designs of inborn!! Jeans for showbiz and fashion industry and by doing advertising of inborn!! Jeans through actors.The upper class usually go for the quality. and other important Festivals and Events. Heavily used by the school and college students. fashion and status while the lowers are more conscious to price. Purchase Influence: Purchasing decision making is based on individual preferences which can lead to the same product among other individuals as well. Parties. Word of mouth is also an effective means of promoting sales of any product. 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.Product Usage: Very frequent use of the jeans on almost all of the major occasions including festivals. Life Style of the Users: Life style does matter a lot on the purchase of a product. . Market Attractiveness Factors: Differentiated cuts and styles of inborn!! Jeans allow us to provide a handsome look to our customers. Similarly the social class level also matters in the purchases.

Price is an important element in the marketing mix of a firm and affects other components of the marketing mix. 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. The prices for wholesalers and customers are shown in the following table for our main products for this segment. The cost of production of basic simple jeans in rs. . A bulk of jeans contains ten pieces of jeans.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. 300. Customers commonly buy jeans in number of units but the wholesalers buy in bulks. The price of the item is different for the wholesalers and customers. Product Bell bottom Boot cut Flare cut Straight cut Baggy jeans customer 400 650 800 900 1000 retailer 360 575 700 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.

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.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.

Warehousing: goods are produced in factories on a continuous basis and these are not sold immediately after production.Distribution of the product Place element of marketing mix refers to distribution of products to make them available to customers for purchase and consumption. Location of warehouses for storage of goods depends on the nature of the product. 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. . time and quantity they would not buy they products. It starts from producer and ends with the consumer. Since jeans are a necessity widest possible distribution is desirable. Distribution is very important as if the products are not distributed and are not made available to the customers at the right place.

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.Our company has chosen the one level channel where the manufacturer sells the product to the consumer directly. . 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. This channel has been selected because it was it is the most economical of all for a new entry to the market.

Radio Advertising A catchy jingle and quick tag line can enhance a radio ad's effectiveness. coupon feedback. The Print and Graphic Arts Media Many retailers prefer advertising in local newspaper because it provides maximum flexibility in terms of budget. product and price mix. 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. an adult contemporary station is a good bet. It includes all types of personal and impersonal communication with customers.Promotion of the product Promotion is the process of communication with the potential buyers involving information. gaining a handful of clients may be enough for a positive return on the marketing campaign investment. . Matching the station you choose with your target demographic is key. If you want to reach adults aged 35 to 64. An alternative or urban station is good to reach youth aged 18 to 24. Even if most homeowners will discard the information. Door Hangers and Flyers Canvassing the neighborhood. The perception rate is high because the reader can get more than one impact from the same message. timing. persuasion and influence.