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.

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

wearing jeans became a symbol of youth rebellion during the 1950s. a pair of durable jeans can be purchased in the United States for about $40. and by the 1970s it had become general fashion in the United States for casual wear.Today. During the 1960s the wearing of jeans became more acceptable. jeans could be bought in the US for $1.50 . they were sometimes banned in theaters. Denim can mean either pants. skirts.Initially. restaurants and schools. . In 1885. jeans were simply sturdy trousers worn by factory workers. During this period. men's jeans had the zipper down the front. jackets. So actually. Denim refers to the fabric and Jeans refers to pants made out of denim. Jeans mean specifically denim pants. whereas women's jeans had the zipper down the right side After James Dean popularized them in the movie Rebel without a Cause. Because of this.

rs. to San Francisco. California to open a west coast branch of his brothers' New York dry goods business. The price range:Denizen. 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. Levi Strauss Levi Strauss & Co. In 1873 Levi Strauss and tailor Jacob Davis received a U. 2999 Sykes. patent to make the first riveted men's work pants out of denim: the first blue jeans. 3000 to rs. Bavaria.1.1099 to rs. 9000 .S.

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

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

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

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

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

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

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

p. is an Italian design company.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. The company is owned by its founder Renzo Rosso. northern Italy. 2999 . Diesel Diesel S. and is based in the former Laverda building area in Breganze. The company was founded by Renzo Rosso in 1978.5. prêt-a-porter clothing aimed at the young adult market. It is best known for luxury. Diesel's milestone years include 1985.

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

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

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

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

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. .!! 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.

The brand name has been registered and so is the tagline and logo. The reason behind the logo is that. blue is a universal color and very passive. your blood. 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. Our motive is to make our companies jeans popular to the masses at an affordable rate with the best quality possible.

Market Attractiveness Factors: Differentiated cuts and styles of inborn!! Jeans allow us to provide a handsome look to our customers. 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. Parties. .The upper class usually go for the quality. and other important Festivals and Events. 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. The company can make exclusive designs of inborn!! Jeans for showbiz and fashion industry and by doing advertising of inborn!! Jeans through actors. 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. Life Style of the Users: Life style does matter a lot on the purchase of a product. Similarly the social class level also matters in the purchases. Purchase Influence: Purchasing decision making is based on individual preferences which can lead to the same product among other individuals as well. fashion and status while the lowers are more conscious to price.

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. 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. 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. Customers commonly buy jeans in number of units but the wholesalers buy in bulks. . A bulk of jeans contains ten pieces of jeans. The price of the item is different for the wholesalers and customers.Price of the product The term “price” denotes the money value of a product or service. The prices for wholesalers and customers are shown in the following table for our main products for this segment. 300. Price is an important element in the marketing mix of a firm and affects other components of the marketing mix.

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. There is not much risk involved either as jeans is always in trend and the fashion of jeans never fades out.

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. time and quantity they would not buy they products. 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. Location of warehouses for storage of goods depends on the nature of the 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. Warehousing: goods are produced in factories on a continuous basis and these are not sold immediately after production.

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

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

Sign up to vote on this title
UsefulNot useful

Master Your Semester with Scribd & The New York Times

Special offer for students: Only $4.99/month.

Master Your Semester with a Special Offer from Scribd & The New York Times

Cancel anytime.