Business studies

project
Marketing management (JEANS)
Delhi public school!

Acknowledgement
I would like to thank my thank my business studies
teacher Mrs. Sopilla Nile for helping me out with
my selection for the project. She 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, ishwari 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. Often the
term "jeans" refers to a particular style of trousers called "blue
jeans" and invented by Jacob Davis and Levi Strauss in 1873.
Starting in the 1950s, jeans, originally designed for cowboys,
became popular among teenagers, especially members of
the greaser subculture.
Jeans were first designed as durable trousers for farm workers
and miners in the states of the American west. A Nevada tailor,
Jacob Davis, had the idea of using copper bolt sat the corner of
the pockets to make them stronger. 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, he didnt have the money to patent it. He
asked Levi Strauss, who supplied him with cloth, to help him out.
The two worked together and started making jeans out of denim,
which was more comfortable and could be easily stretched. It also
became softer as it got older. They were dyed with indigo because
it did not go through the cloth like other dyes do.

Initially, jeans were simply sturdy trousers worn by factory

workers. During this period, men's jeans had the zipper down the
front, whereas women's jeans had the zipper down the right side
After James Dean popularized them in the movie Rebel without a
Cause, wearing jeans became a symbol of youth rebellion during
the 1950s. Because of this, they were sometimes banned in
theaters, restaurants and schools. During the 1960s the wearing

of jeans became more acceptable, and by the 1970s it had

become general fashion in the United States for casual wear.

In 1885, jeans could be bought in the US for $1.50 .Today, a pair

of durable jeans can be purchased in the United States for about
$40.
Denim refers to the fabric and Jeans refers to pants made out of
denim. So actually, Denim can mean either pants, skirts, jackets.
Jeans mean specifically denim pants.

1. Levi Strauss
Levi Strauss & Co. also known as LS&CO or simply Levis 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, Bavaria, to San Francisco, California to open a west coast
branch of his brothers' New York dry goods business. In 1873 Levi Strauss
and tailor Jacob Davis received a U.S. patent to make the first riveted men's
work pants out of denim: the first blue jeans.

The price range:Denizen- 1099 to rs. 2999

Sykes- rs. 3000 to rs. 9000

Parent Company

Levis Strauss and Co.

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Go Forth; Levis. Original jeans. Original people; A style for every

Tagline/ Slogan

story; Quality never goes out of style

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.Levis marketing includes retro popular songs in its TVC ad
campaigns
Strength

6.Over 60 and 25 manufacturing plants in US and abroad respectively

1.High Pressures of Brand Protection

Weakness

2. Increasing competition means limited scope for growth

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

The price range: starts from rs 999 to rs 3299.

Parent Company

Pepe Jeans 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 an

affordable price. (animal prints , adults and children section, season
USP

looks)

Men and women who like contemporary style of fashion with a

Segment

rebellious attitude.

Target Group

Young urban Men and women from the upper middle class

Pepe Jeans is a premium and international brand, which houses casual

Positioning

wear with a heart of London in it.

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 and was 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 top four denim
producers in the world.
4. The brand has signed international celebrity brand ambassadors
Strength

which enhances the brand equity.

1. Constantly changing fashion trends means inventory issues

Weakness

2. The brand has several competitors hence high brand switching

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

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
USP

use, 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.

1. The brand has over 100 stores all over the world and employs over
500 people in the USA.
2. The brand has been known as one of the top jeans producers all
over the world.
3. The brand is known for its innovation through out the century and
known 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 throughout.

1.The brand has not established itself in the e-commerce arena that
well in Asia where the brand has a significant market share.
2.The brand has had problems in distribution of the updated stocks in
Weakness

parts of Asia and Europe.

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

USP

by men section clothes, cowboy, rock cult cut)

Segment

Casual wear

Target Group

Men and women from the urban upper middle class

Positioning

Tough and rugged, lasting quality

Strength

1. Wrangler has a wide distribution channel. They sell their jeans at

mass 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

1.Competition from standalone specialty stores means limited market

share growth
Weakness

2. Lot of options available means high brand switching

5. Diesel
Diesel S.p.A. is an Italian design company. It is best known for luxury, prta-porter clothing aimed at the young adult market. The company is owned by
its founder Renzo Rosso, and is based in the former Laverda building area
in Breganze, northern Italy. The company was founded by Renzo Rosso in
1978. Diesel's milestone years include 1985, 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. 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 a complete lifestyle brand
Strength

5. Has over 2500 employees serving in 80 countries

1.Their main product Diesel jeans is expensive and only available to a

select few
2.Majority of sales revenues come from designer jeans. A slight dip in
the demand of it may see a major drop in sales
Weakness

3.Replica products and fake imitation affects brand image

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
Bell bottom

customer
400

retailer
360

Boot cut

650

575

Flare cut

800

700

Straight cut

900

1000

Baggy jeans

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.