MARKETING MANAGEMENT

Project

2
Lee is an American brand of denim jeans, first produced
in 1889in Salina, Kansas. The company is owned by VF
Corporation, the
largest apparel company in the world. Its headquarters is
currentlyin 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.

WRANGLER
Wrangler is an American manufacturer of jeans and other
clothingitems. The brand is owned by the VF Corporation, who
also own
Lee, Jan Sport, and The North Face, among others. Its
headquartersis 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
Łódź 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

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

Strength 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