ENTERPRENURSHIP PROJECT

2021-2022
 MEMBERS

1. SNEHA AGARWAL
2. RUDRANSH
AGARWAL
 2021 - 2022
CENTRAL ACADEMY
SENIOR SECONDARY SCHOOL, BAPU NAGAR, BHILWARA

PROJECT REPORT
ON

MARKETING
OF

(JEANS)
SUBMITTED TO: SUBMITTED BY:
Mr. Akash Soral (SNEHA AGARWAL) ,(RUDRANSH AGARWAL)
PGT – Business Studies (12TH D) , (12TH D)
(ROLL NUMBER) , (ROLL NUMBER)
 ACKNOWLEDGEMENT
I would like to express my special thanks of gratitude to my Business Studies
teacher Mr. Akash Soral as well as our principal Mrs. Shalini Dixit who gave
me the golden opportunity to do this wonderful project on the topic
(MARKETING) , which also helped me in doing a lot of Research; and I came to
know about so many new things.

I am really thankful to them for their continuous support even during the
hard times of Lockdown period due to COVID – 19 .

SECONDLY I WOULD ALSO LIKE TO THANK MY PARENTS AND FRIENDS WHO HELPED ME A
LOT IN FINALISING THIS PROJECT WITHIN THE LIMITED TIME FRAME

(SNEHA AGARWAL) , (RUDRANSH AGARWAL)

(12TH D) , (12TH D)
(ROLL NO) , (ROLL NO)
MARKETING
 INDEX
TOPICS PAGE
NO.
TOPICS PAGE
NO.
TOPICS PAGE

NO.
1. AIM 7 7. USP OF MY 20 14. PACKAGING 29-31
PRODUCT
2. INTRODUCTION 8 8. MANUFACTURING 21 15. 32
PROCESS TRANSPORTATION
3. MY PRODUCT 9 9. FEATURES OF MY 22-24 16. PROMOTIONAL 33-36
PRODUCT TOOLS

4. COMPETITORS 10-15 10. RANGE 25 17. SCHEMES 37

5. PRICE TABEL 16 11.PRICE TABLE 26 18. SOCIAL 38
OF COMPETITORS MESSAGE
6. BRANDING 17-19 12. CHANNEL OF 27 19. CONCLUSION 39
13.LABELLING
DISTRIBUTION 28
 WHY HAVE I SELECTED THIS PRODUCT
 Jeans is for everyone, young and old. If you have an innate
eye for fashion, a jeans company is one business you can
start.

 Customers usually look for style first then narrow it

down to the color of their choice and the size that fits
them.

 Jeans is a huge trend in nowadays as it is very

comfortable, durable and preferred by many people not
considering the age bar.

 The production and manufacturing of jeans is also very

easy as no particular license or permission is to be
obtained for producing the jeans
 INTRODUCTION
 Jeans are a type of pants or trousers, typically made from denim or
dungaree cloth. Often the term "jeans" refers to a particular style of
trousers, called "blue jeans", which were invented by Jacob W. Davis
in partnership with Levi Strauss & Co. in 1871[1] and patented by
Jacob W. Davis and Levi Strauss on May 20, 1873. Prior to the Levi
Strauss patented trousers, the term "blue jeans" had been long in use
for various garments (including trousers, overalls, and coats),
constructed from blue-colored denim.
PRODUCT
(JEANS)
 FIVE
COMPETITORS IN
THE MARKET
 KILLER
PARENT COMPANY - KEWAL KIRAN CLOTHING LIMITED

TAGLINE – “BREAK FREE”

TARGET GROUP – 16-25 YEARS PERSONS

HEADQUARTERS – MUMBAI , MAHARASHTRA

ESTABLISHED- 1989

Usp - INDIA’S FIRST INTERNATIONAL DENIM BRAND

 PEPE JEANS
PARENT COMPANY – “PEPE JEANS CORPORATION”

TAGLINE – PEPE JEANS LONDON

TARGET GROUP – YOUNG URBAN MEN AND WOMEN FROM THE

UPPER MIDDLE CLASS

HEADQUARTER – PORTOBELLO ROAD

 ESTABLISHED – 1973

 Usp - A brand, which is really innovative, stylish

changing with variety at an affordable price.
 LEVI’S
PARENT COMPANY - Levi Strauss & Co

TAGLINE - GO FORTH LEVIS , original jeans, a style for

every story , quality never goes out of style

Target Group - PEOPLE WHO WANT A BLEND OF STYLE

AND COMFORT

HEADQUARTERS - SAN FRANCISCO CALIFORNIA US

 ESTABLISHED – MAY 1 , 1873

 Usp - Oldest Jeans Brand yet modern

 LEE COOPER
PARENT COMPANY – “ VP CORPORATION”

TAGLINE – A LEE IS YOU , A LEE DON’T LIE,OWN THE MOVEMENT

TARGET GROUP – YOUNG URBAN MEN & WOMEN FROM UPPER

MIDDLE CLASS

HEADQUARTERS – SALINA , KANSAS

ESTABLISHED – 1889

Usp - A COMPANY WHICH HAS RICH HERITAGE , INNOVATIVE

DESIGNS AND SOCIALLY RESPONSIBLE ORGANISATION
 WRANGLER
 PARENT COMPANY -“VF CORPORATION”

 TAGLINE - NO MATTER WHERE THE DESTINATION , WHERE

YOUR HEART OUT.

 TARGET GROUP - MEN AND WOMEN FROM THE URBAN UPPER

MIDDLE CLASS.

 HEADQUARTERS - DOWNTOWN GREENSBORO, NORTH

CAROLINA IN US

 ESTABLISHED – MID 1940s

 Usp - Comfort and style at affordable rates

 PRICE TABLE OF
COMPETITOR’S
COMPETIOR’S WHOLESALER RETAILER CUSTOMER
 LEVIS 520 - 852 800 - 1022 1320 – 1750..

 WRANGLER 750 – 890 936- 1220 1410 – 1900..

 PEPE JEANS 400 - 750 860 - 1000 1100 – 1520..

 KILLER 800 – 999 1280 - 1400 1590 – 2400..

 LEE JEANS 900 - 1300 1462 - 1860 2000 – 2650..

 BRANDING
rvs
THE COMPANY’S BRAND HAS BEEN NAMED AS “RVS” AS OUR
COMPANY PRODUCES RETRO , VOGUE AS WELL AS STYLISH JEANS.
THE PRICE OF OUR PRODUCT IS RELATIVELY NOT SO HIGH SO THAT IT
CAN BE CONSUMED BY RURAL AS WELL AS URBAN CROWD AS INDIA IS
A POPULATION WITH 70% PEOPLE SITUATED IN RURAL AREA . WITH THE
PRODUCTION BEING IN LARGE SCALE THE COST WILL ALSO
(ECONOMICALLY) COME DOWN .
OUR MOTIVE IS TO MAKE OUR COMPANIES JEANS POPULAR TO THE
MASSES AT AN AFFORDABLE PRICE RATE WITH THE BEST QUALITY.
PRODUCT , NAME AND LOGO

RETRO VOGUE STYLE

 TAGLINE :

“ADD STYLE TO YOUR

STORY”
 MY PRODUCT
 WE HAVE STYLE AND
QUALITY YOU WANT.
MOVES WITH
FASHION , END
WITH SATISFACTION
 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.
 Features of MY PRODUCT
 WAISTBAND
THE MOST IN – DEMAND WAISTBAND IS A CONTOURED ONE IN A STRETCHY MATERIAL
WITH SPANDEX – THE WAISTBAND IS CUT ON A CURVE RATHER THAN AS A STRAIGHT
LINE AND DOES A GREAT DEAL TO MAKE THE WAIST LOOK SHAPELY. THE WAISTBAND
WILL HAVE A HIGHER BACK AND CURVED FONT WAIST. THEY STAY IN PLACE AND FITS
YOU AS IF YOU ARE CUSTOM FITTED.

 LEATHER LABELS / PATCH

THESE ARE PATCHES ATTACHED TO THE WAISTBAND ON THE BACKSIDE OF THE JEANS –
THESE ARE NOT MADE OF LEATHER ANY MORE THOUGH ORIGINALLY IT USED TO BE .
THEY ARE THERE FOR PROCLAIMINING THE BRAND OF THE JEANS . ANYONE SEEING IT IS
MADE AWARE OF THE NAME OF THE COMPANY WHICH MADE IT.
OTHER THAN THE LEATHER LABEL , WHEN YOU BUY JEANS YOU WILL FIND A HANG TAG,
FABRIC CARE LABEL WITH THE PRODUCT OF ORIGIN AND PRODUCT ID TAGS, AND SIZE
LABEL INSIDE

 FRONT CURVED POCKETS

THE JEANS HAS A 5 POCKET CONSTRUCTION WITH THREE POCKETS IN THE FRONT - OUT
OF THIS 2 ARE BIG ONES WITH A CURVED SHAPE.

 RIVETS
THESE ARE SMALL COPPER THINGS WHICH LOOK LIKE THE OTHER HALF OF A SNAP
FASTENER
RIVETS HELP IN REINFORCING AND STRENTHENING THE STRESS – BEARING VULNERABLE
POINTS IN JEANS THAT IS PLACES WHERE THERE IS A LIKELIHOOD OF TEARING / RIPPING
LIKE THE JOINING POINT OF POCKETS
 JEANS MEASUREMENT
CROTCH LENGTH IS THE DISTANCE FROM THE TOP CENTER FRONT OF THE PANTS AROUND TO THE TOP
CENTER BACK OF THE PANTS . CROTCH DEPTH/RISE IS THE DISTANCE FROM WAISTLINE TO THE SEAT , AS
YOU SIT ON A CHAIR . THE OUTSEAM IS THE MEAUSREMENT ALONG THE LENGTH OF THE OUTSIDE OF A
PAIR OF PANTS FROM THE TOP OF THE JEANS TO THE BOTTOM OF THE LEG.

 JEANS HEM
JEANS HEM , THE TURNED UNDER FINISH USED TO FINISH THE FABRIC EDGE ON THE LEG OPENING IN
JEANS IS USUALLY USED AS A NEAT FINISH

 DENIM JEANS
YOUR JEANS UNDERGO VARIOUS WASH PROCESSES AFTER IT IS STITCHED . THEY ARE DONE TO GET
REALISTIC EFFECTS WHICH ARE POPULAR . SAND BLASTING , STONE WASHING , ACID WASHING (MOON
WASH ,SNOW WASH).
 RANGE
THE PRODUCT STARTS FROM THE
RANGE OF RS.800 FOR THE CUSTOMERS
AND GOES TILL RS.1600 DEPENDING
UPON THE CUT, DURABILITY, VARIETY
AND WASH OF THE DENIM
 PRICE TABLE
TYPE OF MANUFACTURE WHOLESELLER RETAILER CONSUMER
JEANS
SKINNY 550\- 650\- 750\- 850\-

BOOTCUT 750\- 850\- 950\- 1100\-

DROP 650\- 750\- 850\- 1000\-

CROTCH
WIDE LEG 750\- 850\- 1000\- 1200\-

Straight 900\- 1000\- 1200\- 1599\-

fit
Pegged 850\- 950\- 1150\- 1399\-
 CHANNEL OF DISTRIBUTION

RVS uses indirect channel of

distribution i.e. ‘’TWO LEVEL
CHANNEL’’
MANUFACTURE WHOLE-SALER RETAILER CUSTOMER
LABELLING
• PRIMARY LEVEL PACKAGING

V S
R
 SECONDARY LEVEL PACKAGING

RVS
 THIRD LEVEL PACKAGING

SIZE – 28,
30,32,34,

RVS
36,38,40
COLOU R –
BLACK,
BLUE,GREY
,BROWN
 TRANSPORTATION

RVS
RETRO VOGUE STYLE
 THE PRINT AND GRAPHICS
ART MEDIA
 WE PREFER ADVERTISING IN NEWSPAPER
BECAUSE IT PROVIDES 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.
 TELEVISION
TV REACHES LARGE AUDIENCES

VIEWERS SPEND MORE TIME WITH TV

TV ATTRACTS LOYAL VIEWERS

TV ADVERTISING CAN BE AFFORDABLE

 AD FORMATS ADAPT TO
IMPROVE viewing experience
WE ALSO LIKE TO ADVERTISEIN ONLINE
DISPLAY THROUGH YOUTUBE
AD,INSTAGRAM AD ,FACEBOOK AD.

WE PREFER BOTH SHORTER TO LONGER AD

FORMATS WHERE THERE’S MORE TIME TO
TELL A STORY OR IN SHORT OR IN SHORT A
SMALL SCENERIO THAT INCREASE BRAND
AWARENESS.
 SCHEME
Buy 50 jeans get 5% discount
Buy 100 jeans get 10% discount
Buy 150 jeans get 15% discount

On cash on hand payment get

5% extra discount

RVS JEANS
 SOCIAL MESSAGE
 Saves lot of water as jeans doesn’t require
washing daily, it can be worn out at least 4-5 times
without washing.

 Jeans are durable so it works longer than any

other type of bottoms.

 Jeans protects you in winters as well as in summer

i.e. it is climate friendly.

 One can keep his belongings in Jean’s pocket while

going out.
 CONCLUSION
 WE FOUND OUR MARKETING PROJECT VERY INTERESTING DURING
OUR SURVEY . WE FOUND THE MARKET SHARE OF PEPE JEANS IS
VERY HIGH . ON ENQUIRING , we FOUND PEPE JEANS HAS DIVERESE
PRODUCT LINE . IT HAS THE DIVISIONAL STRUCTRE . IT IS NOT
MAINTAINING STANDARDISATION WHICH IS LEADING TO
DETERIOTING QUALITY . ON THE OTHERHAND WRANGLER WHICH
FOLLOWS PRODUCT CONCEPT HAS A VERY GOOD QUALITY CONTROL .
IT FOCUSES ONLY ON QUALITY . THIS HAS BUILD UP A GOODWILL OF
WRANGLER . MAJORITY OF COMPANIES HAVE TAKEN TO
ADVERTISEMENT FOR PROMOTION .

SUGGESTION – we SUGGEST TO COMPLY our QUALITY WITH AFFORDABILITY

TO ACQUIRE MARKET SHARE AND BUILD UP GOODWILL.

AFTER DOING THE PROJECT . we UNDERSTOOD THE IMPORTANCE OF MARKETING

AS AN IMPORTANT ELEMENT OF MANAGEMENT.