Amitoj singh jeans project

qwertyuiopasdfghjklzxcvbnmqwertyuio
pasdfghjklzxcvbnmqwertyuiopasdfghjkl
zxcvbnmqwertyuiopasdfghjklzxcvbnmq
wertyuiopasdfghjklzxcvbnmqwertyuiop
asdfghjklzxcvbnmqwertyuiopasdfghjklz
xcvbnmqwertyuiopasdfghjklzxcvbnmq
asdfghjklzxcvbnmrtyuiopasdfghjklzxcv
bnmqwertyuiopgasdfghjklzxcvbnmqwe
rtyuiopasdfghjklzxcvbnmqwertyuiopas
Business studies
project
Marketing management
(JEANS)
Delhi public school ,Harni
True style never
dies.

Acknowledgement
I Amitoj Singh of class xi

-b(comm..) ,Delhi Public School, Harni would like to thank
everyone for helping me out with my selection for the
project.

Introduction
Jeans are trousers made from denim or dungaree cloth. Often the
term "jeans" refers to a particular style of trousers called "blue
jeans" and invented by Jacob Davis and Levi Strauss in 1873.
Starting in the 1950s, jeans, originally designed for cowboys, became
popular among teenagers, especially members of
the greaser subculture.
Jeans were first designed as durable trousers for farm workers
and miners in the states of the American west. A Nevada tailor,
Jacob Davis, had the idea of using copper bolt sat the corner of
the pockets to make them stronger. They became
popular instantly and soon many people bought them.
Although Davis knew that he had a great product which many people
wanted to buy, he didn’t have the money to patent it. He asked
Levi Strauss, who supplied him with cloth, to help him out. The two
worked together and started making jeans out of denim, which was
more comfortable and could be easily stretched. It also became softer
as it got older. They were dyed with indigo because it did not go
through the cloth like other dyes do.

Initially, jeans were simply sturdy trousers worn by factory workers.
During this period, men's jeans had the zipper down the front,
whereas women's jeans had the zipper down the right side
After James Dean popularized them in the movie Rebel without a
Cause, wearing jeans became a symbol of youth rebellion during the
1950s. Because of this, they were sometimes banned in theaters,
restaurants and schools. During the 1960s the wearing of jeans
became more acceptable, and by the 1970s it had become general
fashion in the United States for casual wear.
In 1885, jeans could be bought in the US for $1.50 .Today, a pair
of durable jeans can be purchased in the United States for about
$40.
Denim refers to the fabric and Jeans refers to pants made out of
denim. So actually, Denim can mean either pants, skirts, jackets.

Jeans mean specifically denim pants.
MY Competitors
1. Levi Strauss

Levi Strauss & Co. also known as LS&CO or simply Levi’s is a privately held
American clothing company known worldwide for its Levi's brand of denim jeans.
It was founded in 1873 when Levi Strauss came from Buttenheim, Bavaria, to
San Francisco, California to open a west coast branch of his brothers' New
York dry goods business. In 1873 Levi Strauss and tailor Jacob Davis received a
U.S. patent to make the first riveted men's work pants out of denim: the first
blue jeans.
The price range:-
Denizen- 1099 to rs. 2999
Sykes- rs. 3000 to rs. 9000
Parent Company Levi’s Strauss and Co.
Category Apparel and Accessories

Sector Lifestyle and Retail
Tagline/ Slogan
Go Forth; Levis. Original jeans. Original people; A style for every story;
Quality never goes out of style
USP Oldest Jeans Brand yet modern. ( curve ID, waste<less)
Segment Upper class and Upper Middle Class
Target Group People who want a blend of style and Comfort
Positioning Outgoing and stylish quality jeans
Strength
1.Strong Brand Name and popular top-of-the-mind brand
2. Expertise in Jeans Industry
3. Distribution Channels and Global Outsourcing
4. Has over 470 self operated stored globally managed by 16000+
employees
5.Levi’s marketing includes retro popular songs in its TVC ad campaigns
6.Over 60 and 25 manufacturing plants in US and abroad respectively
Weakness
1.High Pressures of Brand Protection
2. Increasing competition means limited scope for growth

2. Pepe jeans
Pepe Jeans London is a denim and casual wear jeans brand that was established
in the Portobello Road area of London in 1973. From its origins as a tiny
market stall to more than half a US billion dollar brand, Pepe has transformed
itself into a Jeanswear label found throughout Europe.
In 1973 it was originally just a weekend road side stall on the Portobello Road
Market located in west London established by three brothers: Nitin Shah, Arun
Shah and Milan Shah. Nitin and his two brothers later started their own
company Sholemay Ltd trading, as Pepe Jeans. The brand was named "Pepe",
because it was a short word that could be written without much trouble.
Pepe Jeans was launched in India in 1989. The brand is currently a leading
player in the premium jeans and casual wear segment, enjoying a market share of
more than 25 percent.
The price range: starts from rs 999 to rs 3299.

Parent Company Pepe Jeans Incorporation
Category Apparel and accessories
Tagline/ Slogan Pepe Jeans London
USP
A brand, which is really innovative, stylish changing with variety at an
affordable price. (animal prints , adults and children section, season looks)
Segment
Men and women who like contemporary style of fashion with a rebellious
attitude.
Target Group Young urban Men and women from the upper middle class
Positioning
Pepe Jeans is a premium and international brand, which houses casual wear
with a heart of London in it.
Strength
1. Pepe Jeans is present over 100 countries and employs more than 5000

employees all over the world.
2. The brand had a different view of selling jeans and was against hanging
them and even fought with the retailers to change this fashion, which was
a big hit.
3. The brand has entered the elite segment of the top four denim
producers in the world.
4. The brand has signed international celebrity brand ambassadors which
enhances the brand equity.
Weakness
1. Constantly changing fashion trends means inventory issues
2. The brand has several competitors hence high brand switching
3. Lee
Lee is an American brand of denim jeans, first produced in 1889 in Salina,
Kansas. The company is owned by VF Corporation, the largest apparel company
in the world. Its headquarters is currently in Merriam, Kansas, just outside
of Kansas City, Missouri. The company states that they are an
international retailer and manufacturer of casual wear and work wear and that
they have more than 400 employees in the United States. In Australasia, the
brand is owned by Pacific Brands since 2007. The company was formed in 1889
by Henry David Lee as the Lee Mercantile Company at Salina,
Kansas producing dungarees and jackets.
Price starts from: rs 1999 to rs. 2899

Parent Company VF Corporation
Category Apparel and accessories
Tagline/ Slogan A Lee is you; A Lee Dont Lie; Own the moment
USP
A company which has rich heritage, Innovative designs and socially
responsible organization.( fit finder, vibrant colors offered , for rough use,
clearance offers)
Segment
Men and Women who want to wear stylish and innovative jeans at an

affordable price.
Target Group Young urban men and women from the upper middle class
Positioning
A stylish brand with a sporty look with an American imaginery to the
brand.
Strength
1. The brand has over 100 stores all over the world and employs over 500
people in the USA.
2. The brand has been known as one of the top jeans producers all over
the world.
3. The brand is known for its innovation through out the century and
known for inventing the zipper fly jeans.
4. Lee was one of the first jeans brand to start advertising through
television and has continued extensive advertising throughout.
Weakness
1.The brand has not established itself in the e-commerce arena that well
in Asia where the brand has a significant market share.
2.The brand has had problems in distribution of the updated stocks in
parts of Asia and Europe.
4. Wrangler
Wrangler is an American manufacturer of jeans and other clothing items. The
brand is owned by the VF Corporation, who also own Lee, Jan Sport, and The
North Face, among others. Its headquarters is in downtown Greensboro, North

Carolina in the United States, with production plants in a variety of locations
throughout the world. Wrangler Jeans were first made by Blue Bell, who
acquired the brand when they took over Casey Jones in the mid-1940s. Blue
Bell employed Bernard Lichtenstein ('Rodeo Ben'), a Polish tailor from Łódź who
worked closely with cowboys, to help design jeans suitable for rodeo use
Price from: rs. 1695 to rs. 3295
Parent Company VF Corporation

Tagline/ Slogan No matter where the destination, where your heart out
USP
Comfort and style at affordable rates. (jeans and jackets , dominated by
men section clothes, cowboy, rock cult cut)
Segment Casual wear
Target Group Men and women from the urban upper middle class
Positioning Tough and rugged, lasting quality
Strength
1. Wrangler has a wide distribution channel. They sell their jeans at mass
merchandisers such as Walmart and Target.
2. They also have their own flagship specialty stores located at many
places
3. Strong brand presence
4. Good marketing and advertising at stores and print ads
Weakness
1.Competition from standalone specialty stores means limited market
share growth
2. Lot of options available means high brand switching

5. Diesel
Diesel S.p.A. is an Italian design company. It is best known for luxury, prêt-a-
porter clothing aimed at the young adult market. The company is owned by its
founder Renzo Rosso, and is based in the former Laverda building area
in Breganze, northern Italy. The company was founded by Renzo Rosso in 1978.
Diesel's milestone years include 1985, 1988 the hiring straight out of fashion
college of ex-head designer and Creative DirectorWilbert Das, 1991 (beginning of
the international marketing strategy) and 1996 (opening of Diesel's first flagship
store on New York City's Lexington Avenue)
Price starting from: rs 899 to rs. 2999

Parent Company Diesel S.p.A.
Tagline/ Slogan For Successful Living
USP Complete lifestyle brand. (diesel black gold,55dsl)
Segment Young men , women and children who are very fashion conscious
Target Group Urban upper-middle and upper class
Positioning A complete fashionable lifestyle brand
Strength
1.A complete lifestyle brand known for its luxury and pret-a-porter
clothing aimed at young adult market
2. The exclusiveness strategy which saw them intentionally shrink from
10000 points of sale 5000 points of sale
3. Strong advertising strategy which sees them building stories around
pictures.
4.The diversification into other merchandise like sunglasses ,watches,
perfumes, footwear makes it a complete lifestyle brand
5. Has over 2500 employees serving in 80 countries
Weakness
1.Their main product Diesel jeans is expensive and only available to a
select few
2.Majority of sales revenues come from designer jeans. A slight dip in the
demand of it may see a major drop in sales
3.Replica products and fake imitation affects brand image

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.
Knowing what types of jeans sell best. Survey, checking magazines to know what fashion
icons and celebrities wear, attending fashion shows to form network within the industry,

and reading fashion reviews for updates) are the knack . 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. (For setting up a factory or shop
licenses and permission are mandatory in all the sectors). Obviously at the end there is
a quality check which is again mandatory in all goods after their production.
Thus manufacturing of jeans is preferred as not many legal restrictions are imposed and
has a mass and growing demand for them.
Nature of the product
Product is an element of marketing mix representing the tangible and intangible
elements offered to the customer in order to satisfy his need.
Product is the most visible component of the marketing mix.
Customers do not buy a product but rather they buy what the product does for them
( core, expected and augmented benefits)
Jeans is a tangible good with associated attributes. Jeans is a consumer good i.e it is
used by the consumers directly.
It is classified as a shopping product which means it is purchased after a comparative
analysis of quality , price , warranty etc. of competitive brands .

The 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.
Different varieties of jeans manufactured by our
company
 Right hand twill - Using uniform yarns, this weave is considered more rugged.
 Left hand twill - The weave runs diagonally, resulting in a softer, loftier feel.

 Ring Spun Denim - The original denim fabric, which is known for its
characteristic slubs.
 Open-End Denim - The most popular type of denim that results in a
consistent yarn thickness.
 Dirty denim - Filler yarns are brown (instead of natural which is woven with
the indigo) which gives the denim a "dirty" appearance
 Stonewashed - Most jeans today are stonewashed, but not in pumice stones
like the original method. Now enzymes, sand, ceramic balls and other methods
give jeans their worn look.
 Flares - Slim through the legs, flaring right above the ankle -- to about an
21+ inch opening.
 Bellbottoms - Start to flare at the knee, resulting in a 22+ inch leg opening.
 Peg legs - Extremely narrow leg opening (very '80s)
 Boot cut - Slim through the legs, with a slight flare at the ankle to
accommodate a boot (about a 16-18 inch opening)
The product starts from the range of rs. 400 for the customers and goes till
rs. 1500 depending upon the cut, variety and wash of the denim.

Branding
Branding is a process of assigning a distinctive name or a symbol to a product by
which it is to be known and remembered.
The company’s brand has been named as OXY JEANS..!! as our company is
targeting the masses of all income levels and wants our jeans to not just be
used by the urban crowd but also the rural crowd and people with comparatively
less income as India is a population with 70% people situated in the rural area.
With the production being in large scale the cost will also (economically) come
down.
BRAND SLOGAN

True style never dies.
As the company has just started the production takes place in small scale.
The brand name has been registered and so is the tagline and logo..
So for trademarks and branding of the jeans the above logo is used.
The reason behind the logo is that, blue is a universal color and very passive.
Even people with color blindness can identify it and the red implies that it runs
in your genes, your blood.
The tagline jeans in your genes imply that every person can afford and wear the
jeans manufactured by our company. We would like to make our jeans a part
yourselves just as your genes.
Our motive is to make our companies jeans popular to the masses at an
affordable rate with the best quality possible.
Product Usage:
Very frequent use of the jeans on almost all of the major occasions including
festivals, Parties, and other important Festivals and Events.
Heavily used by the school and college students.
Purchase Influence:
Purchasing decision making is based on individual preferences which can lead to
the same product among other individuals as well. For instance if a youngster
purchase a particular brand of jeans he/she can influence his or her friends or

relatives to purchase the same product. Word of mouth is also an effective
means of promoting sales of any product.
Life Style of the Users:
Life style does matter a lot on the purchase of a product. For example if a
student prefers jeans in his life style then his obviously his consumption for jeans
is certainly more than a person who wears jeans occasionally. Similarly the social
class level also matters in the purchases.The upper class usually go for the
quality, fashion and status while the lowers are more conscious to price.
Market Attractiveness Factors:
Differentiated cuts and styles of inborn!! Jeans allow us to provide a handsome
look to our customers.
The company can make exclusive designs of inborn!! Jeans for showbiz and
fashion industry and by doing advertising of inborn!! Jeans through actors.
Price of the product
The term “price” denotes the money value of a product or service. It is the
amount of money the seller is asking for the product he offer for sale or the
amount which buyers are to pay for it.
Price is an important element in the marketing mix of a firm and affects other
components of the marketing mix.
The price of the item is different for the wholesalers and customers. Customers
commonly buy jeans in number of units but the wholesalers buy in bulks. A bulk
of jeans contains ten pieces of jeans. The prices for wholesalers and customers
are shown in the following table for our main products for this segment.
Product customer retailer
Bell bottom 400 360

Boot cut 650 575
Flare cut 800 700
Straight cut 900 1000
Baggy jeans 1000 950
Our company has comparatively very low places as we first want to establish
ourselves in the market by providing our material to a lot of people who can
connect with them.
The cost of production of basic simple jeans in rs. 300. We sell it to the
retailers at a bit of higher amount obviously in order to incur the costs and the
retailers sell it to the customers.
The prices charged by the competitors are really high and hence our prices would
influence the buyers and the consumers to buy our product.
It is basically targeted for all the income groups, so the price is less with an
incredible quality and for daily use.
There is not much risk involved either as jeans is always in trend and the fashion
of jeans never fades out.
Distribution of the
product

Place element of marketing mix refers to distribution of products to make them
available to customers for purchase and consumption. Distribution is very
important as if the products are not distributed and are not made available to
the customers at the right place, time and quantity they would not buy they
products.
Warehousing: goods are produced in factories on a continuous basis and
these are not sold immediately after production.
Location of warehouses for storage of goods depends on the nature of the
product. Since jeans are a necessity widest possible distribution is desirable.
Channel of distribution: a channel of distribution is the route or
path along which products flow from one point of production to the point of
ultimate consumption or use. It starts from producer and ends with the
consumer.
Our company has chosen the one level channel where the manufacturer sells the
product to the consumer directly.

This channel has been selected because it was it is the most economical of all for
a new entry to the market.
This channel does not require the producer to directly search for the customers
at the same time avoids overpricing as we are a new company and want to
establish ourseleves. Using the two level or three level would be expensive for a
new company as longer the chain more would be the price of the product to the
customers.

Promotion of the product
Promotion is the process of communication with the potential buyers
involving information, persuasion and influence. It includes all types of
personal and impersonal communication with customers.
Radio Advertising
A catchy jingle and quick tag line can enhance a radio ad's effectiveness. Matching
the station you choose with your target demographic is key. If you want to
reach adults aged 35 to 64, an adult contemporary station is a good bet. An
alternative or urban station is good to reach youth aged 18 to 24.
Door Hangers and Flyers
Canvassing the neighborhood, placing flyers in mailboxes or hanging ads on
doorknobs, is a good way to target a specific area and to make sure your
potential customers have seen your information. Even if most homeowners will
discard the information, gaining a handful of clients may be enough for a positive
return on the marketing campaign investment.

The Print and Graphic Arts Media
Many retailers prefer advertising in local newspaper because it provides maximum
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.
Bibliography
 https://en.wikipedia.org/wiki/Jeans
 https://en.wikipedia.org/wiki/Lee_(jeans)
 https://en.wikipedia.org/wiki/Wrangler_(jeans)
 https://en.wikipedia.org/wiki/Pepe_Jeans
 https://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.
 http://www.pepejeans.com/en_gb/history
 http://www.encyclopedia.com/topic/Pepe.aspx
 http://www.wrangler.com/store/WRG_STORE_US/en_US/content/
about_us/history.html
 https://en.wikipedia.org/wiki/Diesel_(brand)

Amitoj singh jeans project

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Amitoj singh jeans project

Similar to Amitoj singh jeans project (20)

Recently uploaded

Recently uploaded (12)

Amitoj singh jeans project