Business studies

project

Class 12
Marketing management
(JEANS)
Ac kno wled g eme nt
I w o u l d l i k e to t h a n k m y t h a n k
m y business studies teacher Mrs.
R u p a M a ' a m or h e l p i n g m e o u t
with my
selection for the project. She also helped
m e with i d e as a n d concepts for the
project.
M y p a re n t s w h o e n c o u r a g e d m e a n d
helped f i n d i n g the d e t a i l s a n d
p r o v i d i n g m e w i t h contacts and
h e l p i n g m e w i t h the f i e l d reports.
M y f r i e n d s w h o gave m e i d e as for my
p ro d u c t a n d w o u l d discuss a n d
solve m y problem a n y t i m e .
 I n t ro d u c t i o n
J e a n s a re trousers m a d e f ro m d e n i m or d u n g a r e e cloth.
Often the t e r m "jeans" refers to a p a r t i c u l a r style of trousers
c a l l e d "blue jeans" a n d i n v e n t e d by J a c o b Dav is a n d Levi
Strauss i n 1873. S t a r t i n g i n the 1950s, jeans, o r i g i n a l l y
d e s i g n e d for cowboys, became p o p u l a r a m o n g teenagers,
especially members of the greaser subc ulture.

J e a n s were first d e s i g n e d as d u r a b l e trousers for f a r m

w orkers a n d m i n e r s i n the states of the A m e r i c a n west. A
N e v a d a t a i l o r, J a c o b Davis, h a d the i d e a of
u s i n g copper bolt sat the c o r n e r of the pockets to m a k e
t h e m st ro n g e r. They became p o p u l a r i n s t a n t l y a n d soon
m a n y people b o u g h t t h e m .

A l t h o u g h Da vis k n e w t h a t he h a d a g re a t p ro d u c t which
m a n y p e o p l e w a n t e d t o b u y, h e d i d n ’t h a v e t h e money to
p a t e n t it. He a s k e d Levi Strauss, w h o supplied h i m with
cloth, to help h i m out. The t w o w o r k e d togethe r and started
m a k i n g jeans o u t of d e n i m , w h i c h w a s m o re
c o m f o r t a b l e a n d c o u l d be easily stretched. I t also became
softer as it got old e r. They were d y e d w i t h i n d i g o because it
d i d n o t go t h r o u g h the cloth like o th e r dyes d o .
I n i t i a l l y , jeans were s i m p ly s t u rd y trousers w o r n by
factory workers. D u r i n g this p e r io d , men's jeans h a d the
zipper d o w n the f ro n t , whe reas women's jeans h a d the
zipper d o w n the r i g h t side

After J a m e s D e a n p o p u l a r i z e d t h e m i n the m o v i e Rebel

w i t h o u t a Cause, w e a r i n g jeans became a symbol of
youth re b e l l i o n d u r i n g the 1950s. Because of this, they
were sometimes b a n n e d i n theaters, re s t a u r a n t s a n d
schools. D u r i n g the 1960s the w e a r i n g of jeans bec ame
m o re acceptable, a n d by the 1970s it h a d become general
f a s h i o n i n the U n i t e d States for c a s u a l w e a r.

I n 1885, jeans c o u l d be b o u g h t i n the US for

$1.50 .Today, a p a i r of d u r a b l e jeans c a n be purchased i n
the U n i t e d States for a b o u t $ 4 0 .

D e n i m refers to the f a b r i c a n d J e a n s refers to pants made

o u t of d e n i m . So a c t u a l l y, D e n i m c a n mean e it her pants,
skirts, jackets. J e a n s m e a n specifically d e n i m p an t s .
 1.Levi Strauss
Levi Strauss & Co. also k n o w n as LS&CO or sim ply Levi’s is a
privately h e l d A m e r i c a n c l o t h i n g c o m p a n y k n o w n
w o r l d w i d e for
its Levi's b r a n d of d e n i m jeans. I t w a s f o u n d e d i n 1873
w h e n Levi Strauss c a m e f ro m B u t t e n h e i m , B a v a r i a , to
S a n F rancisco, C a l i f o r n i a to open a west coast b r a n c h of
his brothers' N e w Yor k d r y goods business. I n 1873 Levi
Strauss a n d t a i l o r J a c o b Davis received a U.S. p a t e n t ot
m a k e the first riv ete d men's w o r k p a n t s o u t of denim: the
first blue jeans.
The price r a n g e : -

D e n i z e n - 1099 to rs.2999

Sykes- rs. 3 0 0 0 to rs. 9000

Parent Company Levi’s Strauss and Co.

Category Apparel and Accessories

Sector Lifestyle and Retail

Go Forth; Levis. Original jeans. Original people; A style
for every story; Quality never goes out of style
Tagline/ Slogan

USP Oldest Jeans Brand yet modern. ( curve ID, 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. Expertise in Jeans Industry

3.Distribution Channels and Global Outsourcing 4.Has over 470

self operated stored globally managed by 16000+ employees
5.Levi’s marketing includes retro popular songs n
i its TVC ad
campaigns
6.Over 60 and 25 manufacturing plants in US andabroad

Strength respectively

1. High Pressures of Brand Protection

Weakness 2. Increasing competition means limited scope for growth
 2.Pepe jeans
Pepe J e a n s L o n d o n is a d e n i m a n d c a s u a l w e a r jeans b r a n d htat
w a s established i n the Portobello R o a d a r e a of L o n d o n i n
1973.
F ro m its o r i g i n s as a t i n y m a r k e t st all to m o re t h a n h a l f a US
billion d o l l a r b r a n d , Pepe has t r a n s f o r m e d itself i n t o a Jeanswear
lab el f o u n d t h r o u g h o u t Europe.

I n 1973 it w a s o r i g i n a l l y just a w e e k e n d r o a d side stall o n

the Portobello R o a d M a r k e t l o c a t e d i n west L o n d o n established by
three brothers: N i t i n S h a h , A r u n S h a h a n d M i l a n S h a h . N i t i n
and
his t w o brothers l a t e r s t a r t e d t h e i r o w n c o m p a n y S h o l e m a y L t d
t r a d i n g , as Pepe J e a n s . The b r a n d w a s n a m e d "Pepe", because it was
a short w o r d t h a t c o u l d be w r i t t e n w i t h o u t m u c h trouble.
Pepe J e a n s w a s l a u n c h e d i n I n d i a i n 1989. The b r a n d is currently ale
a d i n g p l a y e r i n the p r e m i u m jeans a n d c a s u a l w e a r segment,
e n j o y i n g a m a r k e t share of m o re t h a n 25 percent.

The price r a n g e : starts f ro m rs 999 to rs 3299.

Parent Company Pepe J e a n s Incorporation

Category Apparel and accessories

Sector Lifestyle and Retail

Tagline/ Slogan Pepe Jeans London

A brand, which is really innovative, stylish changing with
variety at anaffordable price. (animal prints , adults and children
section, season looks)
USP
Men and women who like contemporary style of
fashion with arebellious attitude.
Segment

Target Group Young urban Men and women from the upper middle class
Pepe Jeans is a premium and international brand, which
houses casual wear with a heart of London in it.
Positioning
1. Pepe Jeans is present over 100 countries and employs
more than 5000 employees all over the world.
2.The brand had a different view of selling jeans andwas against
hanging them and even fought with the retailers to change this
fashion, which was a big hit.
3.The brand has entered the elite segment of the topfour denim
producers in the world.
4. The brand has signed international celebrity brand
Strength

1. Constantly changing fashion trends means inventory issues

Weakness 2. The brand has several competitors hence high brand switching
 3. Lee
Lee is a n A m e r i c a n b r a n d of d e n i m jeans, first p ro d u c e d i n 1889in
S a l i n a , K ans as. The c o m p a n y is o w n e d by VF C o r p o r a t i o n , the
la rge st a p p a re l c o m p a n y i n the w o r l d . Its h e a d q u a r t e r s is currently
i n M e r r i a m , K a n sa s , just outside of K a n s a s City, Missouri. The
c o m p a n y states t h a t they a re a n i n t e r n a t i o n a l re t a i l e r a n d
m a n u f a c t u r e r of c a s u a l w e a r a n d w o r k w e a r a n d t h a t they have
m o re t h a n 4 0 0 employees i n the U n i t e d States. I n A u s t r a l a s i a , the
b r a n d is o w n e d by Paci fic B r a n d s since 2007. The c o m p a n y w a s
f o r m e d i n 1889 by H e n r y D a v i d Lee as the Lee M e rc a n t i l e C o m p a n y at
S a l i n a , K a n s a s p r o d u c i n g d u n g a re e s a n d jackets.

Price starts f ro m : rs 1999 to rs. 289 9

Parent Company VF Corporation

Category Apparel and accessories

Sector Lifestyle and Retail

Tagline/ Slogan A Lee is you; A Lee Dont Lie; Own the moment
A company which has rich heritage, Innovative designs
and socially responsible organization.( fit finder, vibrant colors
offered , for rough use, clearance offers)
USP

Men and Women who want to wear stylish and

innovative jeans at anaffordable price.
Segment

Target Group Young urban men and women from the upper middle class

A stylish brand with a sporty look with an American

imaginery to thebrand.
Positioning
1. The brand has over 100 stores all over the world and
employs over500 people in the USA.
2.The brand has been known as one of the top jeans producers aoll
ver the world.
3.The brand is known for its innovation through out thecentury
andknown for inventing the zipper fly jeans.
4. Lee was one of the first jeans brand to start advertising
through
Strength television and has continued extensive advertising

1. The brand has not established itself in the

e-
commerce arena that well in Asia where the brand has a significant
market share.
Weakness 2. The brand has had problems in distribution of the

updated stocks inparts of Asia and Europe.

 4. Wr a n g l e r
Wr a n g l e r is a n A m e r i c a n m a n u f a c t u r e r of jeans a n d o t h e r
clothing items. The b r a n d is o w n e d by the VF C o r p o r a t i o n , who
also o w n
Lee, J a n Sport, a n d The N o r t h Face, a m o n g others. Its
headquarters is i n d o w n t o w n Greensboro, N o r t h C a r o l i n a i n the
U n i t e d States, w i t h p ro d u c t i o n p l a n t s i n a v a r i e t y of locations
t h r o u g h o u t the w o r l d . Wr a n g l e r J e a n s were first m a d e by Blue
Bell, w h o a c q u i re d the b r a n d w h e n they took over Casey J o n e s in
the mid -1 940s . Blue Bell employe d B e r n a r d Li c ht e ns t e i n ( ' R o d e o
Ben'), a Polish t a i l o r f ro m Łódź w h o w o r k e d closely w i t h
cowboys, to help d e s i g n jeans s u i t a bl e for ro d e o use

Price f ro m : rs. 1695 to rs. 3295

Parent Company VF Corporation

Category Apparel and Accessories

Sector Lifestyle and Retail

Tagline/ Slogan No matter where the destination, where your heart out

Comfort and style at affordable rates. (jeans and jackets ,

dominated by men section clothes, cowboy, rock cult cut)
USP

Segment Casual wear

Target Group Men and women from the urban upper middle class

Positioning Tough and rugged, lasting quality

1. Wrangler has a wide distribution channel. They sell their
jeans atmass merchandisers such as Walmart and Target.
2.They also have their own flagship specialty stores located at many places

3. Strong brand presence

4. Good marketing and advertising at stores and print ads

Strength

1. Competition from standalone specialty stores means

limited market share growth

2. Lot of options available means high brand switching

Weakness
 5.
Diesel
Diesel S.p.A. is a n I t a l i a n d e s i g n c o m p a n y. I t is best k n o w n for
l u x u r y, p r ê t - a - p o r t e r c l o t h i n g a i m e d a t the y o u n g a d u l t
m a r k e t . The c o m p a n y is o w n e d by its f o u n d e r R e n z o Rosso,
and is based i n the f o r m e r L a v e rd a b u i l d i n g a r e a i n
B re g a n z e , n o r t h e r n I t a l y. The c o m p a n y w a s f o u n d e d by
R e n z o Rosso i n 1978. Diesel's mi le sto ne years i n c l u d e 1985, 1988
the h i r i n g s t r a i g h t o u t of f a s h i o n college ofex-head d e s i g n e r
a n d Creative D i re c t o r Wi l b e r t Das, 1991 ( b e g i n n i n g of the
i n t e r n a t i o n a l m a r k e t i n g s t r a t e g y ) a n d 1996 ( o p e n i n g of
Diesel's first f l a g s h i p store o n N e w Yo rk City's L e x i n g t o n
Av e n u e )

Price s t a r t i n g f ro m : rs 899 to rs. 2999

Parent Company Diesel S.p.A.

Category Apparel and Accessories

Sector Lifestyle and Retail

Tagline/ Slogan For Successful Living

USP Complete lifestyle brand. (diesel black gold,55dsl)

Segment Young men , women and children who are very fashion conscious

Target Group Urban upper-middle and upper class

Positioning A complete fashionable lifestyle brand

1. A complete lifestyle brand known for its luxury and
pret-a-porter clothing aimed at young adult market
2.The exclusiveness strategy which saw them intentionally
shrink from 10000 points of sale 5000 points of sale
3. Strong advertising strategy which sees them building stories
around pictures.
4.The diversification into other merchandise like sunglasses
,watches, perfumes, footwear makes it acomplete lifestyle brand
5. Has over 2500 employees serving in 80 countries

Strength

1. Their main product Diesel jeans is expensive and only

available to aselect few
2.Majority of sales revenues come from designer jeans. A slight dip
inthe demand of it may see a major drop ni sales
Weakness 3. Replica products and fake imitation affects brand
W h y have I selected this
product?
J e a n s is for everyone, y o u n g a n d old. If you have a n i n n a t e eye forfashion, a
jeans c o m p a n y is one business you c a n start.

K n o w i n g w h a t types of jeans sell best. Survey, c he c k i ng m a g a z i n e s to k n o w w h a t

f a s h i o n icons a n d celebrities w e a r, a t t e n d i n g f a s h i o n shows to f o r m n e t w o r k
w i t h i n the i n d u s t r y, a n d r e a d i n g f a s h i o n reviews for u p d a t e s ) are the k n a c k .
Customers u s u a l l y look for style first t h e n n a r r o w it d o w n to thecolor of th e i r choice
a n d the size t h a t fits t h e m .

J e a n s is a h u g e t re n d i n n o w a d a y s as it is very c o m fo r ta bl e , d u r a b l e and preferred by

m a n y people n o t c o n s i d e r i n g the a ge b a r.

The p ro d u c t i o n a n d manufacturing of jeans is also very easy as n o p a r t i c u l a r

license or pe rm is sion is to be o b t a i n e d for p ro d u c i n g the jeans. ( F o r setting u p a
f ac t or y or shop licenses a n d pe rmis sion a re m a n d a t o r y inall the sectors). Obviously a t
the e n d there is a q u a l i t y check w h i c h is a g a i n m a n d a t o r y i n a l l goods after t h e i r
p ro d u c t i o n .

Thus m a n u f a c t u r i n g of jeans is preferred as n o t m a n y l e g a l restrictions are

imposed a n d has a mass a n d g r o w i n g d e m a n d for t h e m .

Nature of the product

P ro d u c t is a n element of m a r k e t i n g m i x re pre s e nt in g the t a n g i b l e and
i n t a n g i b l e elements offered to the customer i n o rd e r to satisfy his need.

P ro d u c t is the most visible c o m p o n e n t of the m a r k e t i n g m i x .

Customers d o n o t b uy a p ro d u c t bu t r a t h e r they b u y w h a t the p ro d u c t doesfor them
( core, expected a n d a u g m e n t e d benefits)

J e a n s is a t a n g i b l e g o o d w i t h associated at tr i bu te s . J e a n s is a consumer g o o d i.eit

is used by the cons ume rs di re ctly.

I t is classified as a s ho p pin g p ro d u c t w h i c h m e a n s it is p u rc h a s e d a f t e r a
c o m p a r a t i v e a n a l y s i s of q u a l i t y , price , w a r r a n t y etc. of competitive b r a n d s .
 The manufacturing
process
A. Jeans’s manufacturer--sewing f a c t o r y
First, s e w i n g f a c t o r y m u s t select the r i g h t d e n i m f a b r i c , m a k e many p a i r
of trousers leg, t h e n send t h e m to the w a s h i n g f a c t o r y to checkthes h r i n k a g e
ra te .
Second, to d e s i g n or prepare the u rg e n t l y ne e de d accessories such
ast r a d e m a r k , w a s h i n g m a r k , size m a r k , p r i n t i n g , e m b ro i d e r y, etc.
the less u r g e n t ones c a n be d o n e n e x t time.

B. Jeans’s ma nufa cture r-- Embroidery a n d p r i n t i n g fa c t o r y.

After the d e n i m f a b r i c w a s selected, crafts f a c t o r y m u s t s t a r t to make
sample for embroidery a n d p r i n t i n g t i l l a p p r o v e d , then
i mm ed i a te ly s t a r t p ro d u c t i o n .

C. Jeans’s manufa ct ur er --Cr aft s f a c t o r y.

W h e n the jeans a re sewed, d e s i z i n g first by w a s h i n g then cra
plant, f a c t o r y w i l l t re a t the jeans by m o n k e y w as h , fts
ts raenadt m e nblast, w ei n kt sl .e
t , etc. The c r a f t s m u s t be the s a m e as customer’s re q u i re m

D. Jean’s manufacturer-- Wa s h i n g f a c t o r y
J e a n s w a s h i n g is of c r i t i c a l i m p o r t a n c e for a l l the w o r k , if this is
d o n e successfully, the jeans a re a l m o s t f i n i s h e d .

E. Final treatment
A t h ro u g h q u a l i t y check m u s t be p e r f o r m e d a f t e r the f i n a l treatment is
f i n i s h e d , f i n a l t re a t m e n t a re l e a t h e r label s t i t c h i n g , ironing, rivet
p u n c h i n g , logo h a n g i n g , excessive t h r e a d c u t t i n g , p a c k i n g , etc. f i n a l
t re a t m e n t a re d o n e by the s e w i n g f a c t o r y or w a s h i n g f a c t o r y.
 Different varieties of jeans
manufactured by our
company
•Right h a n d twill - U s i n g u n i f o r m y a r n s , this weave si
considered m o re r u g g e d .
•Left h a n d twill - The weave r u n s d i a g o n a l l y , re s u l t i n g i n a softer,
loftier feel.
•Rin g S p u n D e n i m - The o r i g i n a l d e n i m f a b r i c , w h i c h is
k n o w n forits c h a r a c t e r i s t i c slubs.
•Open-End D e n i m - The most p o p u l a r type of d e n i m t h a t results ina
consistent y a r n thickness.
•Dirty deni m - Filler y a r n s a re b r o w n ( i n s t e a d of n a t u r a l
w h i c h is w o v e n w i t h the i n d i g o ) w h i c h gives the d e n i m a "dirty"
appearance
•Stonewashed - Most jeans t o d a y a re stonew ashe d, b u t n o t i n
p u m i c e stones like the o r i g i n a l m e t h o d . N o w enzymes, s a n d ,
c e r a m i c balls a n d o th e r me t h o d s give jeans t h e i r w o r n look.
•Flares - S l i m t h r o u g h the legs, f l a r i n g r i g h t above the a n k l e -- to
a b o u t a n 21+ i n c h o p e n i n g .
•Bellbottoms - S t a r t to f l a re a t the knee, re s u l t i n g i n a 22+ i n c h elg
opening.
•Peg legs - Extremely n a r r o w leg o p e n i n g ( v e r y '80s)
•Boot cut - S l i m t h r o u g h the legs, w i t h a sl igh t f l a re a t the ankle ot
a c c o m m o d a t e a boot ( a b o u t a 16-18 i n c h o p e n i n g )

The p ro d u c t starts f ro m the r a n g e of rs. 4 0 0 for the customers and goes

t i l l rs. 1500 d e p e n d i n g u p o n the cut, v a r i e t y a n d w a s h of the d e n i m .
 Branding
B r a n d i n g is a process of a s s i g n i n g a d i s t i n c t i v e n a m e or a
symbol to a p ro d u c t by w h i c h it is to be k n o w n and
rem em b ere d .
The c o m p a n y ’s b r a n d has been n a m e d as INBORN..!! as our
company is t a r g e t i n g the masses of a l l i n c o m e levels and w a n t s
o u r jeans to n o t just be used by the u r b a n c ro w d but
als o th e r u r a l c r o w d a n d people w i t h c o m p a r a t i v e l y less
i n c o m e as I n d i a p o p u l a t i o n w i t h 70% people situated
iisn athe r u r a l a re a . Wi t h the p ro d u c t i o n b e i n g i n l a rg e scale the
cost w i l l also ( e c o n o m i c a l l y ) come d o w n .
As the c o m p a n y ha s just s t a r t e d the p ro d u c t i o n takes place i n smal
scale.
The b r a n d n a m e ha s been registered a n d so is the t a g l i n e
and

logo.. So for t r a d e m a r k s a n d b r a n d i n g of the jeans the above

logo is used.

The re a s o n b e h i n d the logo is t h a t , blue is a u n i v e r s a l color and

very passive. Even people w i t h color b l i n dn e ss c a n i d e n t i f y it a n d
thered implies t h a t it r u n s i n y o u r genes, y o u r blood.
The t a g l i n e jeans i n y o u r genes i m p l y t h a t every person c a n aford
a n d w e a r the jeans m a n u f a c t u r e d by o u r c o m p a n y. We w o u l d
like tomake o u r jeans a p a r t yourselves just as y o u r genes.
O u r m o t i ve is to m a k e o u r c o m p a n i e s jeans p o p u l a r to the masses
atan a f f o rd a b l e r a t e w i t h the best q u a l i t y possible.
P ro d u c t Usage:

Very frequ en t use of the jeans o n a l m o s t a l l of the m a j o r

occasions i n c l u d i n g festivals, Parties, a n d other important
Festivals a n d Events.

H e a v i l y used by the school a n d college students.

Purcha se I n f l u e n c e :
P u rc h a s i n g d ec is ion m a k i n g is based o n i n d i v i d u a l
preferences w h i c h c a n l e a d to the same p ro d u c t a m o n g other
i n d i v i d u a l s as well. For i n s t a n c e if a y o u n g s t e r purchase a
p a r t i c u l a r b r a n d of jeans he/she c a n i n f l u e n c e his o r h e r
f r i e n d s o r relatives to purchase the sa me p ro d u c t . Wo rd of mouth is
also a n effective m e a n s of p r o m o t i n g sales of a n y p ro d u c t .
Life Style of the Users:
Life style does m a t t e r a lot o n the purchase of a p ro d u c t . For
e x a m pl e if a s t u d e n t prefers jeans i n his life style t h e n his
obviously his c o n s u m p t i o n for jeans is c e r t a i n l y m o re t h a n a
person w h o wears
jeans o cca s i o n al l y. S i m i l a r l y the social class level also m a t t e r s in
thepurchases.The upper class u s u a l l y go for the q u a l i t y, f a s h i o n
a n d status w h i l e the lowers a re m o re conscious to price.
M a r k e t Attractiveness Factors:

D i f f e re n t i a t e d cuts a n d styles of i n b o r n ! ! J e a n s a l l o w us ot
p ro vi d e a h a n d so m e look to o u r customers.

The c o m p a n y c a n m a k e exclusive designs of i n b o r n ! ! J e a n s for

show bi z a n d f a s h i o n i n d u s t r y a n d by d o i n g a d v e r t i s i n g of
inborn!! J e a n s t h r o u g h actors.
 Price of the product
The t e r m “price” d e n o t e s t he m o n e y v a l u e of a p ro d u c t or service.
I t is the a m o u n t of money the seller is a s k i n g for the product he offer ofr
sale or the a m o u n t w h i c h buyers a re to pay for it.

Price is a n i m p o r t a n t element i n the m a r k e t i n g m i x of a f i r m and

affects other components of the m a r k e t i n g mix.

The price of the item is different for the wholesalers a n d customers.

Customers commonly buy jeans i n n u m b e r of u n i t s but the wholesalers
buy in bulks. A b u l k of jeans c o n t a i n s ten pieces of jeans. The prices for
wholesalers a n d customers a re shown i n the following table for o u r
m a i n products for this segment.

Product customer retailer

Bell bottom 400 360
Boot cut 650 575

Flare cut 800 700

Straight cut 900 1000

Baggy jeans 1000 950

O u r c o m p a n y has c o m p a r a t i v e l y very l o w places as we first w a n t

to establish ourselves i n the m a r k e t by p r o v i d i n g o u r m a t e r i a l to a
lotof people w h o c a n c onnect w i t h t h e m .

The cost of p ro d u c t i o n of basic simple jeans i n rs. 300. We sell it to hte

re t a i le rs a t a bit of h i g h e r a m o u n t obviously i n o rd e r to i n c u r the
costs a n d the re t ai l e r s sell it to the customers.
The prices c h a rg e d by the competitors a re re a l l y h i g h a n d hence
our prices w o u l d i n f l u e n c e the buyers a n d the consumers to b u y our
p ro d u c t .

I t is b a s i c a l l y t a rg e t e d for a l l the i n c o m e groups, so the price si

lesswith a n i n c re d i b l e q u a l i t y a n d for d a i l y use.

There is n o t m u c h ri s k i n v o l v e d e ither as jeans is a l w a y s in

trend a n d the f a s h i o n of jeans never fades o u t .
 Distribution o f the
product
Place element of marketing mix refers to distribution of products to
make them available to customers for purchase and consumption.
Distribution is very important as if the products are not distributed
an d are not made available to the customers at the right place,

time and quantity they would not buy they products.

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.
Channel o fdistribution: a channel of distribution is theroute or path
along which products flow from one point of production to h
te point of
ultimate consumption or use. It starts from producer and ends with
the consumer.
O u r c o m p a n y h as chosen the one level c h a n n e l where the
m a n u f a c t u r e r sells th e p ro d u c t to th e con s u m e r d i r e ct l y .

This c h a n n e l ha s been selected because it w a s it is the most

e c o n o m i c a l of a l l for a n e w e n t r y to the m a r k e t .

This c h a n n e l does n o t re q u i re the p ro d u c e r to d i re c t l y search for hte

customers a t the same t i m e a v o i d s o v e r p r i c i n g as we a re a n e w
c o m p a n y a n d w a n t to establish ourseleves. U s i n g the t w o level or
three level w o u l d be expensive for a n e w c o m p a n y as l o n g e r the
c h a i n m o re w o u l d be the price of the p ro d u c t to the customers.
 Promotion of the product
Promotion is the process of communication with the potential buyers
involving information, persuasion and influence. It
includes all types of personal and impersonal communication
with customers.

Radi o 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. If you want to reach adults aged 35 to 64, an adult contemporary
station is a good bet. An alternative or
urban station is good to reach youth aged 18 to 24.

D o o r H a n g e r s a n d Flyers
Canvassing the neighborhood, placing flyers in mailboxes or
hanging ads on doorknobs, is a good way to target a specific
area and to make sure your potential customers have seen your information.
Even if most homeowners will discard the information, gaining
a handful of clients may be enough for apositive return onthe marketing
campaign investment.

The Prin t a n d Graphic Arts Media

M a n y ret a i le rs prefer a d v e r t i s i n g i n l o c a l newspaper because it
provides m a x i m u m fle x ibil ity i n terms of b u d g e t , t i m i n g ,
co u p o n feedback, p ro d u c t a n d price m i x . The perception r a t e si
h i g h because the re a d e r c a n get m o re t h a n one i m p a c t f ro m the
sa me message.