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