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Why have I selected this product?

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

The manufacturing process


A. Jeanss manufacturer--sewing factory First, sewing factory must select the right denim fabric, make many pair of trousers leg, then send them to the washing factory to check the shrinkage rate. Second, to design or prepare the urgently needed accessories such as trade mark, washing mark, size mark, printing, embroidery, etc. the less urgent ones can be done next time.

B. Jeanss manufacturer--Embroidery and printing factory. After the denim fabric was selected, crafts factory must start to make sample for embroidery and printing till approved, then immediately start production.

C. Jeanss manufacturer--Crafts factory. When the jeans are sewed, desizing first by washing plant, then crafts factory will treat the jeans by monkey wash, sand blast, winkle treatment, etc. The crafts must be the same as customers requirements. D. Jeans manufacturer--Washing factory Jeans washing is of critical importance for all the work, if this is done successfully, the jeans are almost finished.

E. Final treatment A through quality check must be performed after the final treatment is finished, final treatment are leather label stitching, ironing, rivet punching, logo hanging, excessive thread cutting, packing, etc. final treatment are done by the sewing factory or washing factory.

Different varieties of jeans manufactured by our company


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

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 companys 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. With the production being in large scale the cost will also (economically) come down.

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

Product Usage: Very frequent use of the jeans on almost all of the major occasions including festivals, Parties, and other important Festivals and Events. Heavily used by the school and college students. Purchase Influence: Purchasing decision making is based on individual preferences which can lead to the same product among other individuals as well. 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. Life Style of the Users: Life style does matter a lot on the purchase of a product. 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. Similarly the social class level also matters in the

purchases.The upper class usually go for the quality, fashion and status while the lowers are more conscious to price. Market Attractiveness Factors: Differentiated cuts and styles of inborn!! Jeans allow us to provide a handsome look to our customers. The company can make exclusive designs of inborn!! Jeans for showbiz and fashion industry and by doing advertising of inborn!! Jeans through actors.

Price of the product


The term price denotes the money value of a product or service. 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. Customers commonly buy jeans in number of units but the wholesalers buy in bulks. A bulk of jeans contains ten pieces of jeans. The prices for wholesalers and customers are shown in the following table for our main products for this segment.

Product

customer

retailer

Bell bottom Boot cut Flare cut Straight cut Baggy jeans

400 650 800 900 1000

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. The cost of production of basic simple jeans in rs. 300. 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 charged by the competitors are really high and hence our prices would influence the buyers and the consumers to buy our product. It is basically targeted for all the income groups, so the price is less with an incredible quality and for daily use. There is not much risk involved either as jeans is always in trend and the fashion of jeans never fades out.

Distribution of 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 and 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 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.

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. 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.

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.

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. 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.

Door Hangers and 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 a positive return on the marketing campaign investment.

The Print and Graphic Arts Media


Many retailers prefer advertising in local newspaper because it provides maximum flexibility in terms of budget, timing, coupon feedback, product and price mix. The perception rate is high because the reader can get more than one impact from the same message.