Está en la página 1de 25

Business studies project

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

Submitted toRahul agrawal (B St. teacher)

Submitted byLokendra raghuvanshi (12 th “c”)

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

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

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

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

The brand is currently a leading player in the premium jeans and casual wear segment. Nitin and his two brothers later started their own company Sholemay Ltd trading. Pepe has transformed itself into a Jeanswear label found throughout Europe. From its origins as a tiny market stall to more than half a US billion dollar brand. Arun Shah and Milan Shah. because it was a short word that could be written without much trouble. The brand was named "Pepe". 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. as Pepe Jeans. The price range: starts from rs 999 to rs 3299.2. Pepe Jeans was launched in India in 1989. . 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. enjoying a market share of more than 25 percent.

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

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

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

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

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

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

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

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

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

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

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. 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.

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

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

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. 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. Customers commonly buy jeans in number of units but the wholesalers buy in bulks. The cost of production of basic simple jeans in rs. A bulk of jeans contains ten pieces of jeans. 300.Price of the product The term “price” denotes the money value of a product or service. . 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.

. It is basically targeted for all the income groups.The prices charged by the competitors are really high and hence our prices would influence the buyers and the consumers to buy our product. There is not much risk involved either as jeans is always in trend and the fashion of jeans never fades out. so the price is less with an incredible quality and for daily use.

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

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 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. .

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