CASE STUDY

PRESENTED BY

SHREYA DAS
NIBEDITA HALDER
SOURAV PAUL
NAND SHANKAR SHARMA
SUBHODEEP GHOSH
SURAJ MISHRA

EVOLUTION OF JEANS OVER

THE DECADES.

The term jeans refers to a particular style of pants made from

denim
Or dungaree cloths. it was invented by Jacob Davis and levis
Strauss in 1873.
Starting in the 1950s, jeans, originally design for cow boys,
minors and factory workers .
At that time jeans were of only one color i.e. blue which was
identified with
American culture, especially the American old west. During
this period, men's jeans had the Zipper down the front, where
a s women's jeans had the zipper down the left side.
But by 1960s, both men's and women's jeans had the zipper
down the front
Jeans generally fit quit loosely at that time levis Strauss
called its flagship product
waist overalls rather than jeans. Slowly jeans became very
popular not only
In the western countries but also in India. Historic brand
levis. Lee and wrangler

Popular Brands

VARIATION IN USERS OF
JEANS

RURAL AND URBAN MARKET OF

JEANS

SHOPS IN RURAL AREAS

SHOPS IN URBAN AREAS

HIERARCHY OF MARKETS FOR A

RURAL CONSUMER
State
capital
metros
and cities

Terminal Markets
Secondary Wholesale
assembling markets

Primary Wholesale assembling markets

Jathvas ands melas

Village Shops

EFFECTS OF CHANGES IN THE MARKET OF

INDIA ON INDIAN YOUTHS
Rural areas in India developed slowly and had a traditional look. Changes is a
continuous process but rural people accept changes gradually. This is
gradually changing due to literacy especially in the youth who have begun to
change the outlook in the villages.
The rapid expansion of telecommunication facilities and mobile phones,
development of television networks and reasonable channels, internet facility
has enabled the marketers to pass on message about products and services
to rural people.
On the other hand the wide variety of jeans available in the market is
changing the lifestyle and comfort of the urban people. Urban Indian people
have a wide range of ideas about global market which they are actually using
to change their lifestyle of urban people. Since money and comfort doesnt
become the problem for urban people , they mostly get attracted by user
friendly and comfortable product. E-shopping is also helping to get change or
makeover at a very reasonable price.
Our country has reached an abysmal condition where the traditional roots

THE LIFESTYLE & ATTITUDE OF INDIAN

YOUTH TOWARDS JEANS.
1. Jeans have become a universal symbol of youth in India-from
the large village, to the small town, to the big city; from the
designer, to the fake designer, to the locally crafted; from the
student at college, to the youth in the informal sector of the
economy.
2. It indicates the essence of arriving modernity & trend. The
youth connecting their identity & changing their attitude with
types of jeans-blue jeans, black jeans, studded jeans, jeans with
patch pockets, jeans with messages, torn jeans etc.
3. The Indian branded apparel industry has seen tremendous
growth in the last decades. The total garment industry is about Rs.
20,000 crores and the jeans market is roughly around Rs. 5000
crores . After survey on the basis of attitudes, influences, motives,
experience and expectations. The findings indicate that
youngsters prefer branded to unbranded jeans. Branded jeans
were perceived to be 'known, expensive, high quality, fashionable,
stylish, desirable, comfortable.

MARKETING TOOLS TO REACH

RESPECTIVE TARGET MARKET
1. Mass media is a powerful medium of communication. The
mass media generally used are : a) Television
b) Cinema
c) Radio
d) Print media

2. Personal selling and opinion leaders -- In

personal selling it is required that the potential users are
identified and awareness is created among them. Word of mouth
holds a lot of validity in rural areas.
3. Ensuring reach and visibility - product availability
can attract decision of brand choice, volumes and market shares.
Products must reach up to mandis, towns, and semi urban
centres.
4. Understanding of peak seasons These times are
associated with festivals, harvest and marriage season.

5. Quantity discount for stockists for rural

6. Marketing mix The marketers strategic tool box is

called the marketing mix which consists of some factors that can
be manipulated and used together to create a desired response
in the market place.
7. Set of attributes an urban image is an attribute or set
of attributes combined with special characteristics that define
the scope of a particular urban setting which includes format
interfaces, colours the skyline and cultural contents.
8. Sustainability it requires comprehensive and multi
dimensional vision which indicates to show the relationship
between economic, social and cultural aspects.
9. Urban branding It integrates socio-cultural, economic
and environmental themes into the city. The cities of today
evolve constantly and compete intensely to project an attractive
image.
10. Online selling Now a days people are so advanced in
surfing internet that E-commerce has been in a trend in both
rural and urban areas. It is easier to buy and sell the product
through internet.

CONCLUSION
Through the research we can say that there is an
impact of price income of jeans brands on the
customers choice of brands. Also there is a strong corelation between price of the jeans and customers
satisfaction with the brand of jeans.
After this virtual Power Point Presentation we
come to a conclusion that peoples preferences and
choices are changing and people are becoming
advance and it is acting as a catalyst for online
purchasing. As people of rural and urban areas are
following the mass media to vast extent, it is also
giving a momentum on the various types of jeans
available in the market. Tools and techniques of
marketing may vary with the passage of time.

THANK YOU VIEWERS

AND A SPECIAL
THANKS TO OUR
RESPECTED
TEACHER
PROF. DEBMALYA
DUTTA FOR HIS