The marketing strategy for Calvin Klein brand

Prepared by

Aseem Kant Gupta (19F012)

Vipin Kushwaha (19F051)

Namangiri Goswami (19F027)

Introduction
CALVIN KLEIN is a global lifestyle brand that shows bold, progressive
standards and a seductive, and often minimal, aesthetic. Their idea is to thrill
and inspire their audience while using provocative imagery and striking designs
to enhance the senses.

It was founded in 1968 by Calvin Klein and his business partner Barry
Schwartz; they have built their reputation as a leader in American fashion
through their clean aesthetic and innovative designs. Global retail sales of
CALVIN KLEIN brand products exceeded $9 billion in 2017 and were
distributed in over 110 countries. Calvin Klein employs about 10,000 associates
globally. They were acquired by PVH Corp. in 2003.

ROLE OF CEO OF CALVIN KLEIN

Cheryl Abel-Hodges has been announced by PVH Corp. as the new Chief
Executive Officer of its brand Calvin Klein, succeeding Steve Shiffman who is
leaving the company to pursue other interests. Abel-Hodges is being promoted
from the role of Group President, Calvin Klein North America and The
Underwear Group.

Chairman and CEO of PVH Corp, in a statement said, “I have great confidence
that Cheryl is the right person to lead the CALVIN KLEIN brand. Her strong
management abilities, together with her consistent track record for operational
excellence, will provide strong direction for the Calvin Klein team”.
Responsibilities of Chief Executive Officer include

1. Board Administration and Support

Supports operations and administration of Board by advising and informing
Board members, interfacing between Board and staff, and supporting Board's
evaluation of chief executive

2. Program, Product and Service Delivery

Oversees design, marketing, promotion, delivery and quality of programs,
products and services

3. Financial, Tax, Risk and Facilities Management

Recommends yearly budget for Board approval and prudently manages
organization's resources within those budget guidelines according to current
laws and regulations

4. Human Resource Management

Effectively manages the human resources of the organization according to
authorized personnel policies and procedures that fully conform to current laws
and regulations

5. Community and Public Relations

Assures the organization and its mission, programs, products and services are
consistently presented in strong, positive image to relevant stakeholders

6. Fundraising (non-profit specific)

Oversees fundraising planning and implementation, including identifying
resource requirements, researching funding sources, establishing strategies to
approach funders, submitting proposals and administrating fundraising records
and documentation.

ROLE OF HR OF CALVIN KLEIN

Performance Targets

 Demonstrable experience of front line generic professional HR experience in

a similar organisation
 Ability to challenge and manage difficult people/conflict
 Knowledge of the role of customer care in HR
 Demonstrate knowledge on the principles of excellent people management
 Thorough knowledge and practical application of employment legislation
 Ability to prioritise and manage
 Accuracy, timeliness & usefulness of data delivered
 Achievement of 100% of administrative audits conducted

Behavioural Competencies
 Confident and works well under pressure
 Thinking and Decision Making
 Creating Solutions and Change
 Delivering Results and Improving
 Performance and Responsibility
 Good written and verbal communication skills.
 Flexible & Reliable

ORGANISATIONAL CHART

CFO &
Operations

Chief Product
Officer

Country
Managers
CEO
Global
licensing head

Sr. VP Brand
experience

Managing
Directors

Core values aligned with the organization CK (a PVH entity)

Individuality
We create an inclusive culture where we actively seek out individuals with
diverse backgrounds, abilities and interpersonal styles and believe that our
diversity strengthens PVH and enhances the way we conduct business.

Partnership
Success is built on partnership and collaboration everywhere. We create an
environment where every associate is empowered to contribute and is
recognized for their effort.

Passion
We are passionate about our brands, businesses, products, designs and most
importantly the people who make up our communities around the world.

Integrity
We treat everyone with the highest degree of respect and strive to live and act
each day in an ethical manner.

Accountability
We take action to do the right thing and assume responsibility for our decisions,
actions, operations and products in the best interest of our associates, customers,
stakeholders, supply chain partners, and the workers who produce our products.

Products:

CALVIN KLEIN are licensed for number of products and as they say that its all
about elegance and passion, the products are high ended and are priced a bit low
then their competitors for gaining some market share. Most products are made
in USA, Italy and China.

The Target Market:-

1. 15 to 40 year old women and men.

2. Overweight women.

3. High class society.

4. Young hipster.

5. The Market For Kids: As urban population is having more money now to
spend on; many fashion designer brands are moving into designer clothes
 and other merchandise for kids. This can also be an opportunity market that
can offer a lot of scope for a popular designer brand like Calvin Klein

The products which are made for the target audience by the brand is very good
and well-received by the audience.

The products are:-

1. Calvin Klein Platinum.

2. Calvin Klein Jewelery and Watches.

3. Calvin Klein Underwear.

4. Calvin Klein Fragrance.

5. Calvin Klein One Color cosmetic.

6. Calvin Klein Home.

7. Calvin Klein white label/Main Label.

8. Calvin Klein Performance.

9. Clothing and other collections.

These products not only define the brand but are heart and soul of the company.

Research and development:-

The company has made the simple clothing available with designer touch. The
company CEO said that they will increase the product range and designing
collections. With the existing products and demand, the brand wishes to
increase its visibility with introduction of new design and advertisement on an
accelerating pace. They underwent reconstructing their brand to spread their
reach.

When PVH bought CK the research team made sure that the quality of the items
should not be looked down in the midst of gaining large profit.
The brands personality can be observed with brand values as,

1. The design

The design of every product must be impeccable. The consumers are the
most important asset for the company. Their satisfaction and their wish
should be fulfilled by the brand. CK makes sure that these things are met.
Unique design yet simple in presentation are what make the brand what it is.

2. The Quality

The quality is what CK gives best. Bad quality would define the brand in the
bad list. The quality is top-notch and high branded in fashion.

3. Delivery

Distributing the products to the customer is very straight and up to the exact
standards. CK is putting high concentration in delivering its products. Its
deadline is always met but can be done more efficiently.

4. Accountability

CK employees account their mistakes and try to not repeat it. Putting blame
on others might be the way but not for CK.

Usp of the product is the comfort that wearer gets.

Rich and quality product for the rich

great opportunity in developing countries like India

calvin klein is one of the most talked brands. It has been in the news for many times

opportunity

BRAND PERSONALITY AND HOW TO NURTURE I

Ethics calvin klein has always been a controversial brand regarding its
Advertisements which are often criticized for its over sexuality.

Competitive pricing, Penetration pricing

The pricing range of Calvin Klein products is normally on a bit higher side as it
markets its products for upper middle class and higher class individuals

Place
It has very strong presence all over the word. And it is also making strong
presence in India now.

Promotion-

With the advancement of Internet the significance of social media marketing

has increased. Tv advertisements ,newspapers, promotional offers, direct
marketing,personal selling
 Youthfull

Brand
Energetic Confident
Personality

sexually
spontani
ous

Closing Statement:-
Calvin Klein needs to up its promotion and advertisement through campaign
which would enhance its market reach. The existing marketing plan is still
efficient and brand value is also well recognised.