Marketing Management – II

Project report on
“JOCKEY TSHIRT”

Submitted By-
Adity Sharan – PGP25032
Amit kumar Gupta
Submitted to: NandanBagga
Avinash K.V
Gobi Sankar-
Contents
MISSION....................................................2
MARKET ANALYSIS...................................2
INDUSTRY/COMPETITIVE ANALYSIS........4
Marketing Strategy of Jockey T-shirts.....8
ACTION PLAN OF JOCKEY.........................9
JOCKEY PROFIT & LOSS...........................14
Controls..................................................16
MISSION
Our mission is to make you feel great, every day. At Jockey, we
create well-made underwear for modern life. For you to feel
comfortable in, to sleep in, to work in and to lounge in. We have
a strong history of innovation and we're all about quality and fit.
Jockey international undertook various marketing strategies for
capturing the global market. The Company focusses mainly on
undergarments where the competition in not as strong as in other
fashion clothing. The undergarments are made from skin
friendly fabrics and thus ensure comfort.
The indigenous designs of the undergarments are also one of the
factors that contribute to the success of the Company. Even if
the products from Jockey are a bit costly than its competitors but
each and every product gives a value for money. Therefore,
despite the price factor, customers who prioritize comfort factor
do not mind buying products from Jockey.

MARKET ANALYSIS
Segmentation:
Demographic Segmentation:
Age: Jockey can target both young and older customers, but it
may focus more on the age group of 25-45.
Gender: Jockey has a range of both men’s & women's T-shirt
Income: The brand targets both middle and upper-class
customers.
Psychographic Segmentation:
Lifestyle: Jockey targets customers who are health-conscious
and have an active lifestyle.
Personality: Customers who are fashion-conscious and prefer
premium quality are also targeted.
Behavioural Segmentation:
Occasion: Jockey targets customers who are looking for T-shirt
for everyday use.
Loyalty: The brand targets customers who are loyal to Jockey
and are willing to pay a premium for quality products.
Targeting:
Jockey can target the following customer segments:
Active Lifestyle Customers: Jockey targets customers who lead
an active lifestyle, including athletes, fitness enthusiasts, and
adventurers. The brand can promote its T-shirt comfort and
durability to appeal to this segment.
Fashion-conscious Customers: Jockey targets customers who are
fashion-conscious and prefer premium quality products. The
brand can promote its trendy and stylish undergarments to
appeal to this segment.
Quality-oriented Customers: Jockey targets customers who are
willing to pay a premium for quality products. The brand can
focus on promoting the premium quality of its undergarments,
which are made with high-quality materials and advanced
manufacturing techniques.
Positioning:
Jockey has positioned itself as a brand that offers comfortable,
durable, and premium quality undergarments that cater to the
needs of its target segments.
Comfort: Jockey has positioned itself as a brand that offers t-
shirts, undergarments, tracks that provide maximum comfort,
support, and ease of movement.
Durability: Jockey positioned itself as a brand that offers t-shirt
that are long-lasting.
Fashionable and Trendy: Jockey positioned itself as a brand that
offers t-shirt that are fashionable and trendy, appealing to the
fashion-conscious customers.

Jockey meets various needs of its customers such as

Comfort: One of the primary needs met by Jockey is the need
for comfort. Its t-shirts and other products are designed to
provide maximum comfort, support, and ease of movement.
Durability: Jockey's products are made with high-quality
materials and advanced manufacturing techniques, which ensure
their durability.
Style and Fashion: Jockey's t-shirts and other products are not
only comfortable and durable but also fashionable and trendy.
The brand offers a range of styles and designs to cater to the
fashion-conscious customers.
Health and Hygiene: Jockey's products are designed to promote
good health and hygiene. They are made with breathable fabrics
that allow air to circulate, preventing the growth of bacteria and
keeping the wearer dry and fresh.

PESTEL
P: Jockey operates in countries that have stable political
environments. However, political changes or instability can
impact Jockey's operations, supply chain, and sales.
E: Jockey operates in a highly competitive market, and
economic factors such as inflation, interest rates, and currency
exchange rates can impact its profitability. Jockey also operates
in countries with different economic conditions, which can
affect demand for its products.
S : Jockey's products are affected by sociocultural factors, such
as changes in fashion trends, societal attitudes towards body
image, and cultural norms regarding undergarments.
Additionally, Jockey may need to adapt its products to fit the
diverse preferences and sizes of its customers.
T : Jockey has to stay up to date with the latest technological
advancements to keep up with competitors and meet customer
expectations.
E : Jockey has to consider the environmental impact of its
products and manufacturing processes. The company may need
to invest in sustainable practices, such as using eco-friendly
materials, reducing waste, and conserving energy.
 L : Jockey has to comply with various legal requirements, such
as labour laws, product safety regulations, and intellectual
property rights. The company also needs to be aware of any
changes in laws and regulations that could impact its operations,
such as trade tariffs or import/export regulations.

INDUSTRY/COMPETITIVE ANALYSIS
About the Industry
The T-shirt industry in India is a thriving market, with a growing
number of consumers looking for affordable and stylish clothing options.
India is one of the largest textile producers in the world, and the T-shirt
industry is an important part of the country's overall textile industry.
The T-shirt market in India is highly competitive, with both domestic
and international brands competing for market.

Factor Project impact on t-shirt industry

Rising disposable incomes
Increasing popularity of online
shopping
Growth in the branded T-shirt
segment
Increasing focus on sustainable
and eco-friendly production
Government initiatives
Increased demand for affordable and stylish
clothing, including T-shirts
Higher online sales of T-shirts
Higher demand for branded T-shirts
More manufacturers adopting sustainable
and eco-friendly production practices
Increased investment in the textile industry,
leading to higher production and exports of
T-shirts
The T-shirt industry in India caters to a diverse range of customers,
including men, women, and children. The market for T-shirts is
segmented into various categories, such as casual wear, sportswear, and
workwear, among others. The market for branded T-shirts is also
growing rapidly in India, with many consumers willing to pay a
premium for quality and style.

Performance of Industry in the last few years

The T-shirt industry in India has been performing well in recent years.
According to a report by the India Brand Equity Foundation, the Indian
textile industry, which includes the T-shirt sector, was valued at US$
137 billion in 2019.The T-shirt industry is one of the fastest-growing
segments within the textile industry in India.
The report also notes that the T-shirt industry in India is highly
fragmented, with a large number of small and medium-sized enterprises
(SMEs) operating in the sector. However, there is also a growing
presence of larger, branded players, both domestic and international.
The COVID-19 pandemic had a significant impact on the textile industry
in India, including the T-shirt sector. In the first half of 2020, the
industry faced challenges such as disrupted supply chains, reduced
demand, and labor shortages due to the lockdowns and restrictions.
However, the industry has shown signs of recovery since then, with
many manufacturers adapting to the new normal and leveraging e-
commerce platforms to reach consumers.
Industry Projection for the next few years
This table represents the scope of the T-shirt industry in India over the
next 3 years.
Market Shares of The Major Players
The Indian T-shirt industry is highly fragmented, with a large
number of small and medium-sized enterprises (SMEs)
operating in the sector. However, there are also several larger
players in the market, both domestic and international, who have
a significant market share. Here are some of the top players in
the Indian T-shirt industry, as reported by various sources:
1. Page Industries Limited: Page Industries Limited is the
exclusive licensee of Jockey International Inc. for
manufacturing, distributing, and marketing Jockey-branded T-
shirts and other innerwear in India. According to some reports,
Page Industries Limited is the largest player in the Indian T-shirt
market, with a market share of around 10%.
2. Hanes Brands: A US-based apparel company that has a
strong presence in the Indian market through its subsidiary,
Hanesbrands India. Some reports suggest that Hanesbrands India
has a market share of around 7% in the Indian T-shirt market.
3. Levi Strauss & Co.: Levi Strauss & Co. is a US-based
apparel company that has a significant presence in the Indian T-
shirt market through its various brands, including Levi's and
Dockers. According to some reports, Levi Strauss & Co. has a
market share of around 5-6% in the Indian T-shirt market.
4. Arvind Limited: Produces and distributes various apparel
brands, including Arrow, Flying Machine, and US Polo Assn.
According to some reports, Arvind Limited has a market share
of around 4-5% in the Indian T-shirt market.
5. Shahi Exports: The company produces T-shirts for various
brands, including Zara, Tommy Hilfiger, and H&M. According
to some reports, Shahi Exports has a market share of around 3-
4% in the Indian T-shirt market.
INDIRECT COMPETITORS
Jockey T-shirts may have indirect competitors in the Indian
market, who offer similar products or cater to the same customer
segments. Here are some examples of indirect competitors of
Jockey T-shirts in India:
1. Adidas: Adidas is a global sportswear brand that offers a
range of T-shirts and other active wear. While Jockey T-shirts
are primarily focused on innerwear and casual wear, Adidas T-
shirts cater to the sportswear segment, which could be
considered an indirect competitor.
2. Nike: Nike is another global sportswear brand that
competes with Jockey T-shirts indirectly. Nike offers a range of
T-shirts and other active wear products that cater to a similar
customer segment as Adidas.
3. Zara: Zara is a popular fast-fashion brand that offers a wide
range of clothing, including T-shirts, that are trendy and
affordable. While Jockey T-shirts focus on comfort and quality,
Zara T-shirts cater to customers looking for fashionable and
affordable options.
Competitive advantage of Major Competitors

1. Levi's:
• Brand recognition and legacy
• Quality and craftsmanship
• Style and innovation
2. U.S. Polo Assn.:
• Brand identity and authenticity
• Quality and durability: U.S.
• Wide range of product
3. H&M:
• Fast-fashion and affordability
• Wide range of products.
• Sustainability initiatives
SWOT analysis of Jockey T-shirts:
Strengths:
• Strong brand reputation
• Wide product range
• Distribution network
• Innovative product development.
Weaknesses:
• Premium pricing
• Limited target audience
Opportunities:
• Growing demand for casual wear
• E-commerce growth
Threats:
• Intense competition.
• Counterfeit / Imitating products.
• Economic fluctuations

Performance Review
Jockey is a well-known brand in India that has been operating in
the market for several decades. Jockey has been performing well
in the T-shirt segment, with a focus on quality and comfort. In
the past few years, Jockey has also introduced new styles and
designs to keep up with the changing market trends. Jockey has
also been expanding its distribution network, with its products
available through its own retail stores, department stores, and
online channels. The company has been experiencing steady
growth in sales and market share in the T-shirt segment.
Marketing MIX
Elements of Marketing Mix: Jockey uses a combination of
various marketing mix elements to promote its T-shirts in the
market.
1. Product: Jockey T-shirts come in various designs,
colors, and materials, and the company focuses on
offering products that are comfortable and of high quality.
2. Price: Jockey T-shirts are priced in the premium
segment, reflecting the brand's focus on quality and
comfort.
3. Place: Jockey T-shirts are available through a wide
range of distribution channels, including its own retail
stores, department stores, and online channels.
4. Promotion: Jockey uses a range of promotional activities to
create awareness and build brand recognition. These activities
include advertising campaigns on TV, social media.
5. People: Jockey has a team of experienced and
knowledgeable employees who can assist customers in finding
the right products that fit their preferences and needs.
6. Process: Jockey has streamlined its processes to ensure that
customers can easily find and purchase its products. The
company also offers a hassle-free return and exchange policy to
ensure customer satisfaction.
7. Physical Evidence: Jockey has a well-designed and
attractive retail store that creates a positive image. The
company's packaging and branding also reflect the premium
positioning of its products.
Marketing Strategy of Jockey T-shirts
Jockey is a well-known brand in the apparel industry, and their
t-shirts are a popular product among consumers. To create a
successful marketing strategy for Jockey t-shirts, consider the
following:
 Target Audience: Identify your target audience, such as age
group, gender, and lifestyle. This will help you create
targeted messages and product offerings that appeal to your
specific audience.
 Unique Selling Proposition (USP): Determine the unique
selling proposition of Jockey t-shirts, such as comfort,
quality, or durability. Highlighting the USP in all marketing
materials will differentiate Jockey from its competitors and
help to build brand loyalty.
 Social Media: Utilize social media platforms such as
Facebook, Instagram, and Twitter to reach your target
audience. Create engaging content, such as influencer
collaborations, product demos, and user-generated content
to build brand awareness and increase engagement.
 Online Presence: Create a user-friendly website that
highlights the benefits of Jockey t-shirts and provides easy
purchasing options. Utilize search engine optimization
 (SEO) to drive traffic to the website and increase online
sales.
 Events and Sponsorships: Host events, such as product
launches or fashion shows, to create buzz around Jockey t-
shirts. Sponsor relevant events or organizations, such as
sports teams or music festivals, to increase brand exposure
and reach a wider audience.

Retail Partnerships: Partner with retailers to showcase Jockey t-

shirts in-store and online. This can increase brand exposure and
reach new customers who may not have otherwise been aware
of Jockey t-shirts.

ACTION PLAN OF JOCKEY

PRODUCT STRATEGY OF JOCKEY t-shirts
Jockey is a well-known brand in the clothing industry,
particularly in the underwear and active wear categories. Their
product strategy focuses on delivering high-quality, comfortable,
and durable products that cater to the needs of their customers.
Some key elements of Jockey's product strategy include:
 Quality: Jockey uses premium materials and advanced
manufacturing techniques to produce high-quality products
that are designed to last.
  Comfort: Jockey's products are designed to be comfortable,
with features such as moisture-wicking fabric, tagless
labels, and ergonomic designs.
 Innovation: Jockey is always looking for ways to innovate
and improve their products. They use feedback from
customers and conduct extensive research to identify new
trends and technologies.
 Variety: Jockey offers a wide variety of products, including
underwear, active wear, sleepwear, and more. They cater to
a diverse range of customers, including men, women, and
children.
 Branding: Jockey has a strong brand identity that
emphasizes their quality and comfort. They use marketing
campaigns to reinforce their brand message and build
customer loyalty.

Overall, Jockey's product strategy is focused on delivering high-

quality, comfortable products that cater to a diverse range of
customers. They use innovation and branding to stay ahead of
the competition and maintain their position as a leading clothing
brand.
Pricing Strategy of Jockey
Jockey is a well-known brand that offers a range of products,
including t-shirts. When it comes to pricing strategy for Jockey
t-shirts, there are several factors that the company considers:
 Target market: Jockey targets the middle to high-income
group, so the pricing of their t-shirts reflects this.
 Competition: Jockey competes with other premium brands
such as Calvin Klein, Tommy Hilfiger, and Ralph Lauren.
Therefore, the pricing of their t-shirts is competitive with
these brands.
 Cost of production: Jockey considers the cost of producing
their t-shirts, including materials, labour, and overhead
costs.
 Value proposition: Jockey t-shirts are made from high-
quality materials, and the brand has a reputation for
durability and comfort. Therefore, the pricing reflects the
value proposition of the brand.

Based on these factors, Jockey's pricing strategy for their t-shirts

can be described as premium. The brand charges a higher price
for their t-shirts compared to other brands in the market, but this
is justified by the quality and durability of the product.
Additionally, the brand often offers discounts and promotions to
attract customers and retain their loyalty.
Distribution Channel of Jockey
Jockey, can use several distribution strategies for its t-shirts.
Here are some possible distribution strategies:
 Retail Stores: Jockey can sell its t-shirts through its retail
stores or partner with other retail stores to sell its products.
This distribution strategy allows the brand to showcase its
entire product line and build brand recognition. The retail
stores can be physical brick-and-mortar stores or online
stores.
 Online Marketplace: Jockey can sell its t-shirts on online
marketplaces like Amazon, Flipkart, etc. This distribution
strategy can help the brand reach a wider audience and
expand its customer base. Online marketplaces also offer
features like product reviews, which can help Jockey
improve its product quality and gain customer trust.
Wholesalers: Jockey can sell its t-shirts to wholesalers who
will then distribute the products to various retailers. This
distribution strategy can help Jockey reach a larger
customer base, as wholesalers have existing relationships
with retailers and can sell Jockey t-shirts in bulk quantities.
 Corporate Sales: Jockey can sell its t-shirts directly to
corporate clients who may want to use them as a part of
their uniform or as a corporate gift. This distribution
strategy can help Jockey reach a niche market and build
brand loyalty among corporate clients.
 Pop-up Shops: Jockey can set up pop-up shops at events,
trade shows, or other places where large numbers of people
gather. This distribution strategy allows the brand to
showcase its products and reach a new audience that may
not be familiar with the t-shirts.

Promotional Strategy of Jockey

Jockey has a wide range of products including t-shirts. To
promote Jockey t-shirts, the following promotional strategies
can be used:
Social Media Marketing: With the rise of social media, it is
important to have a strong presence on platforms like
Instagram, Facebook, and Twitter. Jockey can create engaging
social media campaigns that showcase their t-shirts in
different styles and settings, and promote them to their target
audience.
 Influencer Marketing: Jockey can partner with
influencers in the fashion industry to promote their t-
 shirts. These influencers can showcase Jockey t-shirts in
their posts or videos, and recommend them to their
followers.
 Email Marketing: Jockey can send promotional emails to
their subscribers, highlighting their latest t-shirt
collection and offering exclusive discounts or
promotions.
 Content Marketing: Jockey can create blog posts or
videos that provide style tips or fashion advice to their
customers, featuring their t-shirts as part of the suggested
outfit.

 Events and Pop-up Shops: Jockey can host events or

pop-up shops where customers can see and try on their t-
shirts. This can create a personalized experience for the
customer and increase brand loyalty.
 Collaborations: Jockey can collaborate with other brands
or designers to create limited-edition t-shirts that will
generate buzz and interest among customers.
  Promotional Offers: Jockey can offer discounts or
promotions for customers who purchase multiple t-shirts
or refer a friend to buy a Jockey t-shirt.

By using these promotional strategies, Jockey can effectively

reach its target audience and increase the visibility and sales
of their t-shirts.
Sales Force Strategy of Jockey T-shirts
Jockey, as a brand, has a strong reputation for quality and
comfort in the apparel industry. To develop an effective sales
force strategy for Jockey T-shirts, the following steps can be
taken:
 Identify the target market: The first step is to identify the
target market for Jockey T-shirts. This can be done by
analyzing the demographic, psychographic, and
behavioural characteristics of the customers who are
most likely to purchase Jockey T-shirts.
 Develop a value proposition: Once the target market has
been identified, the next step is to develop a value
proposition that resonates with the target market. Jockey
T-shirts should focus on highlighting the quality,
comfort, and durability of their products.
 Train the sales force: The sales force should be trained to
understand the value proposition and to effectively
communicate it to potential customers. They should be
knowledgeable about the features and benefits of Jockey
T-shirts and be able to address any concerns or
objections that customers may have.
 Use multiple sales channels: Jockey T-shirts should use
multiple sales channels, such as online, retail stores, and
wholesale, to reach a wider audience. They can also
collaborate with influencers or partner with other brands
to expand their reach.
 Offer promotions and discounts: To encourage customers
to try Jockey T-shirts, promotions and discounts can be
offered. This can be in the form of free shipping, a
percentage off the total purchase, or a buy-one-get-one-
free offer.
 Monitor and analyze sales data: Sales data should be
monitored and analyzed regularly to determine the
effectiveness of the sales force strategy. This will help
Jockey T-shirts to identify areas for improvement and to
 make data-driven decisions to optimize their sales force
strategy.

JOCKEY PROFIT & LOSS

Performance of jockey
Controls
Plan monitoring and contingency
Monitoring the performance of plans is essential to ensure that
they are on track and achieving the desired outcomes
Here are the steps you can take to monitor and create
contingency plans for the performance related to Jockey t-shirts

1. Identify the key performance indicators KPIs that will help

you to tack the performance of your plans. This could
include customer feedback and and production efficiency.
2. Implement monitoring system that will enable you to track
the performance of your plan against the established KPIs.
This could include regular reporting, data analysis and
feedback mechanism.
3. Regular review the performance of the plan against KPIs.
Identify areas where performance is different from the
expectations.
4. Once you have identified the area of underperformance
analyze the reason behind it. This could include factors
such as supply chain disruption change in consumer
behaviour or production issues.
5. Based on the analysis develop contingency plans that will
help you address the issue and get the plan back on track
 6. Then implement the contingency plan and continue to
monitor the performance of the plan against the established
KPIs.
Finally based on performance data and the success of the
contingency plan adapt and refine the plan as needed to ensure
that it continues to meet its objectives.