PROJECT REPORT

ON
MARKETING MANAGEMENT OF JEANS

Submitted to: Dhenkanal higher

secondary school
Dhenkanal
MAHABIR PRASAD MOHAPATRA
Submitted by:
Roll no. IC-20-010

Regd no. DB08C20010

DB08C20010
Under guidance of: MISS. SOUMYA NANDA

Signature of External Signature of Internal

examiner examiner

DHENKANAL HIGHER SECONDARY SCHOOL

DEPARTMENT OF COMMERCE
 CERTIFICTE
This is to certify that MAHABIR PRASAD MOHAPATRA, a student of
class 12th has successfully completed the project topic “MARKETING
MANAGEMENT OF JEANS” under the guidance of MISS. SOUMYA
NANDA during the year 2021-22 in partial fulfilment of commerce
(BUSINESS STUDIES AND MANAGEMENT) project examination
conducted by CHSE, Odisha.

SIGNATURE

MISS. SUMITRA BEHERA

ABSTRACT:
This paper explores the relationships among cost accounting0 systems
structure and information quality properties through an integrated framework
of cost system design and use. In our framework, cost accounting systems
structure is defined in terms of the level of detailed information existence, the
cost disaggregation according to behaviour, the scope of variances
calculation and the frequency of cost information provision. Cost information
quality expresses its perceived usefulness by the users in terms of relevance,
accuracy, timeliness, usability, compatibility with their needs, up-to-
datedness, reliability, and thoroughness for decision-making purposes. In
order to investigate the existing relationships, data was gathered from 119
leading Greek manufacturing companies via a questionnaire survey. Our
empirical findings indicate that the majority of cost accounting systems
structure characteristics exert a statistically significant positive influence on
cost information quality dimensions. Only the systems’ ability to
disaggregate costs according to behaviour and their capability to generate
customised to user specifications reports were not found to be statistically
significantly associated with information quality. We believe that our
conclusions have important implications for researchers and professionals
with respect to cost systems design as well as cost systems evaluation. The
innovation of the study lies on the development of an integrated framework
that encompasses both cost systems structure characteristics and cost
information effectiveness features.

Objective:

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 .

ACKNOWLEDGEMENT

I would like to thank my thank my business

studies teacher Mrs. SOUMYA NANDA 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 didn’t 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 Levi’s 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 Levi’s 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. Levi’s marketing includes retro popular songs in its TVC ad
campaigns
6. Over 60 and 25 manufacturing plants in US and abroad
Strength 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.
 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. Jeans’s 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. Jeans’s 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. Jeans’s 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 customer’s
requirements.

D. Jean’s 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 company’s 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 400 360

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.