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.

which was more comfortable and could be easily stretched. Jeans were first designed as durable trousers for farm workers and miners in the states of the American west. originally designed for cowboys. . A Nevada tailor. became popular among teenagers. Jacob Davis. 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. jeans. who supplied him with cloth. They were dyed with indigo because it did not go through the cloth like other dyes do. It also became softer as it got older.Introduction Jeans are trousers made from denim or dungaree cloth. especially members of the greaser subculture. to help him out. Starting in the 1950s. He asked Levi Strauss. he didn’t have the money to patent it. 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. The two worked together and started making jeans out of denim.

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

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

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

as Pepe Jeans. The brand was named "Pepe".2. enjoying a market share of more than 25 percent. 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. Pepe Jeans was launched in India in 1989. Nitin and his two brothers later started their own company Sholemay Ltd trading. 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. The price range: starts from rs 999 to rs 3299. . because it was a short word that could be written without much trouble. From its origins as a tiny market stall to more than half a US billion dollar brand. The brand is currently a leading player in the premium jeans and casual wear segment. Arun Shah and Milan Shah.

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

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

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. 2. 4. 1. Innovative designs and socially responsible organization. . 3. clearance offers) Men and Women who want to wear stylish and innovative jeans at an Segment affordable price.The brand has had problems in distribution of the updated stocks in Weakness parts of Asia and Europe.( fit finder. The brand is known for its innovation through out the century and known for inventing the zipper fly jeans. The brand has been known as one of the top jeans producers all over the world.Parent Company VF Corporation Category Apparel and accessories Sector Lifestyle and Retail Tagline/ Slogan A Lee is you. for rough USP use. 2. vibrant colors offered . A Lee Dont Lie. Own the moment A company which has rich heritage. 1. The brand has over 100 stores all over the world and employs over 500 people in the USA. 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.

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

They also have their own flagship specialty stores located at many places 3. 2. cowboy. (jeans and jackets .Parent Company VF Corporation Category Apparel and Accessories Sector Lifestyle and Retail Tagline/ Slogan No matter where the destination. They sell their jeans at mass merchandisers such as Walmart and Target. where your heart out Comfort and style at affordable rates. lasting quality 1.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. dominated USP by men section clothes. Lot of options available means high brand switching . Strong brand presence Strength 4. Wrangler has a wide distribution channel. Good marketing and advertising at stores and print ads 1.

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

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

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

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

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

.!! 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. The company’s brand has been named as INBORN. .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.

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

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. Market Attractiveness Factors: Differentiated cuts and styles of inborn!! Jeans allow us to provide a handsome look to our customers. 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 upper class usually go for the quality. 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. Parties. Heavily used by the school and college students.Product Usage: Very frequent use of the jeans on almost all of the major occasions including festivals. and other important Festivals and Events. 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. . 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.

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.Price of the product The term “price” denotes the money value of a product or service. The cost of production of basic simple jeans in rs. . The price of the item is different for the wholesalers and customers. 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. 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. 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. Price is an important element in the marketing mix of a firm and affects other components of the marketing mix. A bulk of jeans contains ten pieces of jeans. 300.

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. so the price is less with an incredible quality and for daily use.The prices charged by the competitors are really high and hence our prices would influence the buyers and the consumers to buy our product. .

Distribution of the product Place element of marketing mix refers to distribution of products to make them available to customers for purchase and consumption. 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. Distribution is very important as if the products are not distributed and are not made available to the customers at the right place. 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. It starts from producer and ends with the consumer. time and quantity they would not buy they products. .

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. . 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.Our company has chosen the one level channel where the manufacturer sells the product to the consumer directly.

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