INTRODUCTION:-

Marketing is that process of business which is related to satisfying human wants by the

exchange of goods and services. It is an important function of management. In simple term

marketing may be defined as an exchange transaction that takes place between the buyer and the

seller. To be a marketing transaction the exchange should be voluntarily carried out or there

should be no pressure on buyer and seller. Marketing Management means management of all

activities related to marketing related to the marketing, in other words we say, it refers to

planning, organizing, directing & controlling the activities which result in exchange of goods and

services.

WHAT IS MARKETING?

Marketing is a social process by which individual groups obtain what they need and want

through creating offering and freely exchanging goods and services of value with the other.

According to Philip Kotler, “It is the process of distribution of goods and services which

are needed and desired by the customers. A firm can achieve its goals by identifying the

customer’s needs and satisfying them better than the competitors.”

WHAT CAN BE MARKETED?

In manufacturing anything that can be of value to the buyers is termed as a ‘product’.

Product is a bundle of utilizes or source of satisfaction which satisfies h0uman needs and wants.

All the goods which are of some value to the other can be marketed.

MARKETER:-

Marketer refers to any person or organization that provides goods or services to satisfy

the needs of the customers, marketer takes active part in exchange process.

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CUSTOMER:-

Customer refers to persons or organizations that seek satisfaction of their needs and

wants. They purchase goods and services in order to satisfy their needs and wants.

INTRODUCTION OF MY PRODUCT RELATED TO MARKETING:-

For this project I have selected ‘Jeans’ for marketing, which has a consumer good and

that too a convenience product. For this I have done whole marketing on this i.e. branding,

pricing and also planning, controlling etc. And like other product my product also will be

available to consumer through the indirect channels. All this going to be discussed later in the

project one by one.

I have chosen this product, because it is quite profitable to produce and do marketing on

this product as this cover my basic objective of doing business. Moreover, due to its features like

comfort and durable it is in very much demand and thus can also fulfill customer’s satisfaction.

COMPETITORS:-

PEPE JEANS

Pepe Jeans London is a denim and casual wear jeans brand that was established in the

year 1973 in London. From its origin of a tiny market stall to more than half US billion brands,

Pepe has made its jean common & popular in the states of Europe.

Pepe Jeans was founded by 3 brothers who were earlier just a weekend road side stall i.e.

Nitin Shah, Arun Shah and Milan Shah. The boys were not much educated and spand there

handing of jeans which further leads to manufacturing and named it pepe as it easy to speak and

read & write. The brand enters in India in 1989 and get famous for causal jeans and enjoy a

market share of 25%.Price Range ® Rs. 1000 – Rs. 3000

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SOME BASIC INFO

Tag Line : Pepe Jean London

USP : A brand which his really innovative brings animal print.

Segment : Men and women who like contemporary style of fashion.

Young urban men and women not teenagers from the upper
Target Group :
middle class.

LEVI’S:-

Levi Strauss & Co. also known as LS&CO or simply popular as Levi’s is privately held

American clothing known worldwide for its Levi’s brand of denim jeans. Owner & founder of

this reputated brand is Mr. Strauss and his tailor partner Jacob Davis

Price Range ® Denizens®      Rs. 1099 – Rs. 3000, Sykes ®3000 – Rs. 6000,Some spl. Jeans   

®      Rs. 6000 – Rs. 9000

SOME BASIC INFO

Tag Line : A style for every story; quality never goes out of style.

USP : Oldest jeans brand yet modern.

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Segment : Upper & upper middle class.

Target Group : People who want both style & comfort both.

LEE:-

Lee is an American brand of denim jeans first produced in 1889 in Salina. The company

is owned by VF Corporation, the largest apparel in company in the world. The company states

that they are an international retailer & manufacturer of casual wear and that they have more than

400 employees in US.

The founder of such an amazing co. which was sold recently in 2007 to Pacific Brands is

Henry David Lee which further producing jackets etc. Price Range ®     Rs. 2000 – Rs. 3000

SOME BASIC INFO

Tag Line : A lee don’t lie.

USP : A co. that has rich heritage, innovative designs and socially response.

Segment : Men and women who want to wear stylish and innovative jeans.

Target Group : Young urban men & women from upper middle class.

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WRANGLER:-

Wrangler is an American manufacturer of jeans and other clothing items. The band is

also famous for its sweat shirts and jackets. This is owned by VF Corporation who is also owner

of Jan Sports and North Face. The jean was first made by Blue Bell in the mid 1940.

Price Range ®    Rs. 1500 – Rs. 3500

SOME BASIC INFO

Tag Line : No matter where the destination

USP : Varieties and style at every place (jeans, jacket, sock shirt etc.)

Segment : Casual wears

Target Group : Men and Women from the urban upper middle class.

USP OF MY PRODUCT

My product ‘Jeans’ as the product specify feature is comfort and fashionable. But my

product not only is comfortable but also very much durable. It guarantees long lasting life and

moreover will be a bit water resistant with its special fabric which will make my product quite

unique and will appeal consumers and good quality product at cheap prices.

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USP stands Unique Selling Proposition. In other words, special features of the products which

other don’t have.USP of my product is:-long life durability, a bit water resistant.

TAGLINE-Make you dazzle like star

FEATURES- Comfortable & Stretchable fabrics, Variant colors, Long lasting

durability, Designed according to latest trends, Available in all sizes, Kind of

weather.

BRANDING:-

Branding refers to the process of giving a name; sign or symbol to a product is called

branding. Branding is very important part of marketing as it helps consumer as well producer and

seller in many ways.

Branding has four elements:-

 Brand – Brand is a name, sign or a mixture which makes it identifies for the product.

 Brand Name – Brand name is the one which can be spoken or write.

 Brand Mark or Logo – Brand mark refers to the mark which can be drawn or identified but

cannot be speaker.

PRICING:-

Every product in the market has some on the other range for their product. A product

without a range is impossible. This range is that amount in which a product can be selling. For

my product the range of Jeans is Rs. 1000 to Rs. 2000. This range is determined by the ‘product

cost’ which is the total cost beard to make the product and the utility demand of the product

which shows the maximum price of the product can be. For this we have to undermine the

manufacturing process:

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 sewing factory, embroidery and printing factory, crafts factory, washing process, final touch

 Sewing Factory: -In sewing factory, firstly the right fabric is made and selected which should

be durable and water repellent along with comfort and then a pair of legs to be cut (houses)

and then wash to check shrinkage. This will cost Rs. 500/- approx.

 Embroidery: – After this, the designing of jeans is to be done which will cost up to Rs. 100 –

Rs. 250.

 Washing & Final Touch: – After the jeans are prepared then jeans are washed, pressed (iron)

and finishing is given to the product. The cost of the process is Rs. 150/-.

Other Process:– At last, after going on all the process of packaging, labeling and

transportation is done which will cost 200 – 300/-All this will cost Rs. 1000 and consumer is

ready to pay Rs. 2000 for the product (demand & supply technique for determining prize).

SELLING PRICE:-

Selling price is the price at which the producer is selling goods to the other party. A

selling price may vary from company to company, scale to scale (for e.g. at large scale the profit

may be less). Followings are price margins of some special jeans:-

LEVI”S:-

The co. sell its jeans to the consumer usually at a price of Rs. 3000/- to consumer in

which retailer’s get a profit of 255 which he bought from wholesaler at 2250 and in this

wholesaler earn a profit of 15% and takes it from manufacturers at a price of Rs. 1850. But in all

this manufacturing is costing Rs. 1500 – Rs. 1600 and earning a profit margin of 13%.

WRANGLER:-

 Selling Price of Wrangler jeans to customer is Rs. 2200/.

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 Selling Price to retailers is Rs. 1650/-

 Selling Price to wholesaler is Rs. 1300/-

Costing to manufacture is Rs. 1100/- Profit margin of manufacturer ® 12%, Profit margin of

wholesaler ® 16%, Profit margin to retailers ® 24%

PACKAGING:-

One of the most important developments affecting the business world in recent years has

been in the areas of packaging. Packaging not only makes your product protective but also makes

it effective attracting and influence the buyer. Packaging refers to the act of designing and

producing the container or reappear of a product. A product failure or success depends on the

packaging “PACKAGING IS ALSO KNOWN AS SILENT SALESMAN”.

There are three levels of packaging:-

 Primary Packaging- Primary package refers to the product’s immediate container. In some

cases, the primary package is kept till consumer is ready to use.

 Secondary Packaging- Secondary package refers to the addition layer of protection that is

kept till the product is ready to use.

 Transportation Packaging- Transportation packaging refers to further packaging component

necessary for storage, identification or transportation

My product will also be going to 3 levels of packaging absolutely same as mentioned

previously, all the three levels have some functions.

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 i.e. 1st ® a simple plastic packet to protect it from dust etc. along with a tag (label)

attached to the jeans. 2nd ® a plastic Hay as in the picture in which jeans covered in packet will

be placed to protect its crease, so that customer get proper finished goods which will be placed in

a box that will also specify features of my product and can act as a silent salesman. 3rd ® At last

the jeans are going to be packed in a carton so that can easily transported to the wholesaler or

retailer etc. These are going to be packed in bundle so that these wholesalers can further store

them easily.

LABELING:-

Labeling is also as important as packaging. A label may vary from a simple tag attached

to the product indicating some information like price, quality etc. to a complex graphics that are

part of package. Labels are useful in providing detailed information about the product, its

contents, direction to use etc.

My product is also going to have a tag attached to the jeans so that when a retailer put it

on a dummy so he could show the customers the jeans and customer can also know that it’s a

Deem Dazzler jeans and in the box i.e. secondary package all the information will be given i.e.

fabrics, and how to wash etc. on the box my brand’s name will be written on front along with

Brand Mark. All the specs will be mention on the label at backside which is going to help in

promotion along with all legal information. All this is going to be registered so that no copy of

my product can be done.

LABEL IS IMPORTANT BECAUSE:-

 It helps in identifying the product.

 It helps in the promotion of product.

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 It helps in grading of the product into many different categories.

 Labeling provide information required by the product law.

A LABEL INCLUDE:-

Name and address of the manufacturer, Net weight, When packed, Manufacturing date,

Maximum retail price, Batch no.

PHYSICAL DISTRIBUTION (CHANEL OF DISTRIBUTION):-

          Physical distribution refers to the making of good available to the consumer. This may

include various channels. There are also some concepts related to the physical distribution i.e.

Order Processing, Transportation, Warehousing etc. A manufacturer may choose from direct

distribution to indirect distribution and from a short channel consisting of few intermediaries to a

long channel of distribution. These channels are as follow:-

 Direct Channel- Producer…..>……Consumer

 One level channel- Producer……>…….Retailer

 Two level channel- Producer……>…….Wholesaler……>…….Retailer…..>……Consumer

 Three level channel- Producer…>…Agent…>…Wholesaler…>…Retailer….>…..Consumer

For my product, I am going to choose the indirect channel because direct channel are

very much expensive and I don’t have so much of funds and moreover it will increase the price

of my jeans. So I will select two level channel for my product so that consumers can easily get

which also have my acute control over it.

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PROMOTION MIX:-

Till now we have discussed about the concept of marketing mix which includes product,

price, place and promotion. These are combined to make offer, which further include process

like packaging, labeling, physical distribution channels grading & standardizing etc. Now in this

project I am further going to tell about the next step i.e.

PROMOTION MIX:- 1. Advertising 2. Personal Selling

3. Sales Promotion 4. Publicity (public relation)

ADVERTISING:-

Advertising is the most commonly used tool of promotion. It is an impersonal form of

communication which is paid for by the marketers to promote some goods or services. The most

common source of advertising are: television, magazines, newspapers and radio-advertisement is

a paid form of communication. There is no direct face to face contact in advt. There are many

merits and demerits of advertising like:-

Merits: - Mass reach, enhancing customers & economical etc.

Demerits: - Less forceful, lack of feedback etc.

PERSONAL SELLING: - 

With respect to advertisement personal selling is exactly contrary to the advertisement.

There is very much difference between both. It is a personal form of communication and

moreover it cannot be done without a face to face contact. The only source of personal selling is

the sales force i.e. salesman and saleswoman. Merits and limitations of personal selling are as:-

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Merits: - Flexibility, Direct Feedback etc.

Limitations: - Expensive, Low Reach etc.

SALES PROMOTION:-

Sales promotion refers to the short term incentives which are offered to encourage buyers

to make immediate purchase. Unlike advertisement, it is non-recurring in nature. It is actually an

aid to other promotional efforts. Sales promotion includes:- Rebate, Discount, Refunds, Product

combinations, Quantity gifts, Lucky draw etc.

For my product, as per my convenience and customer convenience, I would prefer to give

advertisement of my product and that too in a newspaper, mentioning where it is available.

Moreover, I will use some of times sales promotion to sale my product which will also benefit

the customer. This will help me as advertisement is also very much economic in nature.

SUGGESTIONS:-

Company should emphasize more on advertising and sales promotion as competition is

becoming tougher. Company should try to launch new product after thorough research of

customers choice as they are becoming more demanding.

CONCLUSION:-

The jeans industry is going to be more competitive in near future with various brands

entering into the market.

The main mantra to be successful is to satisfy the customer and develop brand image of

brand loyalty among them.

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 Those companies which come up with new quality products at competitive prices will be

successful. Promotional activities play an important role for both retailers and customers.

BIBLIOGRAPHY:-

 http://www.studyresearch.in

 http://slideshare.net.in

 Business Studies And Management 2016th Edition

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