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Dockers Product Life Cycle

Dockers Product Life Cycle



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    Levi's Levi's Presentation Transcript

    • Product life cycle
      Submitted by : Eman Rashed Mohamed
    • 2
      Product Life Cycles
      Kotler, Ph. & Armstrong G. “Principles of Marketing” 11 Ed., Prentice Hall, 2005
    • 3
      Product Life Cycles
    • 4
      Marketing StrategiesIntroduction Stage
      Rapid skimming: Products of which the market is not aware yet. Possibility to build brand preference, potential competition expected.
      1- Increasing investment in the required marketing efforts to launch Dockers
      2- Concentrated distribution in department stores and chains
      supported by retail-based marketing, cooperative advertising, and sales promotion programs
      3- The advertising challenge was to build product and brand awareness for Levi’s Dockers Through the multimedia channels
    • 5
      Marketing Strategies Growth Stage
      sustaining growth while facing emerging competition
      1-Seeking to retain its current customers base (baby boomers)
      while attracting new customers
      2- Additional Promotion Activities
      (e.g. gift with purchase programs)
      3- Enter new markets
      Dockers’ move into European markets
      4- Enter new segments
      By Attracting a younger and more style-conscious breed of customer ( e.g. Dockers Authentics brand)
      5-Emphasize product preference advertising
      Dockers to be seen as a way to be comfortable and casual in any setting
    • Maturity Stage
      Longest and most challenging
      1-Dockers also expanded its product line with its women’s apparel collection, Dockers for her
      2-Marketing a full line of clothing for boys, girls, kids under the Dockers brand
      3-Licensing Agreements, Dockers Home collection
      4- Win Competition By launching wrinkle-free Dockers
      5- E- Commerce
    • Maturity Stage
      7- Product modified,
      Dockers began to focus not just on product design, but on adding new features to the material its clothes were made from (e.g. using antimicrobial technology )
      • Mobile pants that featured additional pockets for technological gadgets.
      • Product innovation, Never Iron pants “straight from the dry-cleaner”
    • 8
      Marketing StrategiesDecline Stage
      1- Lower product sourcing costs and lower inventory markdowns led to increase in gross profit
      2- Improve financial performance
      3- In 2005, Dockers introduced a new brand identity; logo, slogan, and advertising campaign that helped it stem the losses from previous fiscal year.
      4- Dockers continued to innovate and adapt new styles to keep the product away from decline
    • Thank You