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.

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

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

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

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

Pepe has transformed itself into a Jeanswear label found throughout Europe. enjoying a market share of more than 25 percent. From its origins as a tiny market stall to more than half a US billion dollar brand. 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. as Pepe Jeans.2. Pepe Jeans was launched in India in 1989. The brand was named "Pepe". because it was a short word that could be written without much trouble. . Arun Shah and Milan Shah. 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. Nitin and his two brothers later started their own company Sholemay Ltd trading.

The brand has entered the elite segment of the top four denim producers in the world. The brand has signed international celebrity brand ambassadors Strength which enhances the brand equity. stylish changing with variety at an affordable price. adults and children section. 2. 1. which houses casual Positioning wear with a heart of London in it. The brand had a different view of selling jeans and was against hanging them and even fought with the retailers to change this fashion. Pepe Jeans is present over 100 countries and employs more than 5000 employees all over the world. which is really innovative. (animal prints .Parent Company Pepe Jeans Incorporation Category Apparel and accessories Sector Lifestyle and Retail Tagline/ Slogan Pepe Jeans London A brand. 3. The brand has several competitors hence high brand switching . 1. season USP looks) Men and women who like contemporary style of fashion with a Segment rebellious attitude. which was a big hit. Constantly changing fashion trends means inventory issues Weakness 2. 4. Target Group Young urban Men and women from the upper middle class Pepe Jeans is a premium and international brand.

Missouri. Price starts from: rs 1999 to rs. Kansas. Kansas producing dungarees and jackets.3. The company was formed in 1889 by Henry David Lee as the Lee Mercantile Company at Salina. the largest apparel company in the world. The company is owned by VF Corporation. Kansas. first produced in 1889 in Salina. 2899 . In Australasia. the brand is owned by Pacific Brands since 2007. 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. just outside of Kansas City. Lee Lee is an American brand of denim jeans.

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

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

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

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

Strong advertising strategy which sees them building stories around pictures. Category Apparel and Accessories Sector Lifestyle and Retail Tagline/ Slogan For Successful Living USP Complete lifestyle brand.The diversification into other merchandise like sunglasses . (diesel black gold.p.Their main product Diesel jeans is expensive and only available to a select few 2.A. footwear makes it a complete lifestyle brand Strength 5. Has over 2500 employees serving in 80 countries 1. 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.Parent Company Diesel S.A complete lifestyle brand known for its luxury and pret-a-porter clothing aimed at young adult market 2. women and children who are very fashion conscious Target Group Urban upper-middle and upper class Positioning A complete fashionable lifestyle brand 1.Replica products and fake imitation affects brand image .watches.55dsl) Segment Young men . 4. perfumes. The exclusiveness strategy which saw them intentionally shrink from 10000 points of sale 5000 points of sale 3.

Obviously at the end there is a quality check which is again mandatory in all goods after their production. a jeans company is one business you can start. durable and preferred by many people not considering the age bar. attending fashion shows to form network within the industry. Customers do not buy a product but rather they buy what the product does for them ( core. of competitive brands . Survey. expected and augmented benefits) Jeans is a tangible good with associated attributes.Why have I selected this product? Jeans is for everyone. Product is the most visible component of the marketing mix. If you have an innate eye for fashion. Customers usually look for style first then narrow it down to the color of their choice and the size that fits them. The production and manufacturing of jeans is also very easy as no particular license or permission is to be obtained for producing the jeans. . warranty etc.e it is used by the consumers directly. Thus manufacturing of jeans is preferred as not many legal restrictions are imposed and has a mass and growing demand for them. Jeans is a huge trend in nowadays as it is very comfortable. Knowing what types of jeans sell best. (For setting up a factory or shop licenses and permission are mandatory in all the sectors). 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. Jeans is a consumer good i. price . checking magazines to know what fashion icons and celebrities wear. young and old. It is classified as a shopping product which means it is purchased after a comparative analysis of quality . and reading fashion reviews for updates) are the knack .

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

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

With the production being in large scale the cost will also (economically) come down.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..!! 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 company’s brand has been named as INBORN.

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

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

A bulk of jeans contains ten pieces of jeans. Customers commonly buy jeans in number of units but the wholesalers buy in bulks. 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. The cost of production of basic simple jeans in rs. 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. The price of the item is different for the wholesalers and customers. Price is an important element in the marketing mix of a firm and affects other components of the marketing mix.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. . The prices for wholesalers and customers are shown in the following table for our main products for this segment.

The prices charged by the competitors are really high and hence our prices would influence the buyers and the consumers to buy our product. 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. It is basically targeted for all the income groups.

Since jeans are a necessity widest possible distribution is desirable.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. Warehousing: goods are produced in factories on a continuous basis and these are not sold immediately after production. It starts from producer and ends with the consumer. 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. . 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.

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

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

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