Calvin Klein was established in 1962 and has become one of the top fashion brands worldwide. It generates around $2.4 billion in annual revenues. The company aims to be consumers' first choice and increase market share. It faces weaknesses like high prices and lack of TV advertising, but also opportunities like growing populations and economic integration. Internationally it uses licensing strategies. In Vietnam, C&T Group distributes Calvin Klein products. The company employs various pricing strategies considering its luxury brand status and pricing of perfumes ranges from $18-65.

1. Calvin Klein
Company
Group members: Nguyen Phi Long
Nguyen Trung Hieu
Pham Thi Hong Cuc
Truong Thuy My
www.themegallery.com

2. Contents
1 ICK overview and mission , vision
2 Economic environment and SWOT
Social & Cultural environment and
3 corperative Strategies
4 Pricing Strategies

3. CK OVERVIEW
 Calvin Klein was established in 1962
 Developed many kinds of fashion products
 Full-year revenues were flat at $2.4billion
in 2010
 Calvin Klein is one of the top famous brands
in fashion design all over the world

4. Mission and vision of Calvin Klein
Mission Vision
 The Calvin Klein Company’s  Becomes one of the first choice of
products get the belief from consumers
consumes widely. It creates
products for many kinds of people,
class ,sex and characteristic.  Revenues would total $2.47-2.5bn
for the year, up 3-4%, with Calvin
 “Our motivation serves for the Klein royalty revenues poised to
respect and the belief of rise 5-7%.
consumers. “  Increase national market share to
45%
www.themegallery.com

5. Economic environment
 Employee
 Income
 Inflation
 Interest rates
 Productivity
 Wealth

6. SWOT ANALYSIS
 Strengths  WEAKNESSES
 Strong brand  Expensive product
 Global distributed  Seriously compete
system  Lacking advertisement
 High quality of all on TV or other mass
products media
 Various products for
men, women

7. SWOT ANALYSIS
 OPPORTUNITIES  THREATS
 Population growth  Customer needs
rapidly
 Development and  High tax
economic integration
 The development of
 High inflation
Internet, mass media
and technology

8. Political and legal environment
 Related to government policy and its
administrative practices
 New legislation or regulatory shifts
 Example in Vietnam

9. Social & Cultural environment
 Removethe line
between age, gender and sexual instincts
 Bring comfortable to people.
 Use
advertising with the sexually
message of the brand .
 For example: CK One perfume.

10. Examples

11. “More for more” positioning
 (Image in p.18) sample_marketing plan
official Ck

12. International marketing entry and
corporate strategy:
 CK use “Licensing” to distribute products
in the word.
 In Viet Nam, C&T Group is the main
distributor of CK.

13. Pricing Strategies
 Penetration Pricing
 Skimming pricing
 Competition pricing
 Product Line Pricing
 Bundle Pricing
 Psychological pricing
 Optional pricing
 Cost-based pricing
 Cost Plus Pricing

14. Factors affect the marketing
pricing strategies
- Luxury product
- High quality
- Famous brand
- Import product
- Tax policy
- Promotion price
- Advertising price

15. Pricing of CK perfume in some
Vietnamese Store
 Source: http://www.linhperfume.com/p81-calvin-klein-eternity-
ETERNITY MOMENT PRICE
moment.html
15ml $18
50ml $47
100ml $65
ETERNITY SUMMER PRICE
 Source: http://olala.vn/article.php?cid=119&id=9192
50ml $44
100ml $53

16. Advertising Price
POSITION RATE (IN VND)
STANDARD RIGHT_HAND 37,000,000
PAGE
STANDARD LEFT_HAND PAGE 32,000,000
Standard Half Page 23,000,000
Standard One_Third Page 18,000,000
First Right_Hand Page 45,000,000
Second Right_ Hand Page 41,000,000
Third Right_ Hand Page 39,000,000
Inside Front Cover – Full Page 53,000,000
Inside Back Cover – Full Page 48,000,000
Outside Back Cover 62,000,000
Standard Double-Page Spread 62,000,000
Third Double-Page Spread 68,000,000
Second Double-Page Spread 75,000,000
First Double-Page Spread 86,000,000

17. References:
1. http://www.nytimes.com/2002/12/18/business/calvin-
klein-selling-his-company-to-biggest-shirtmaker-in-the-
us.html
2. http://en.wikipedia.org/wiki/Calvin_Klein
3. http://www.just-style.com/news/calvin-klein-drives-q4-
profit-at-pvh_id107217.aspx
4. Advertising Rate, Dep Magazine, viewed on 13 February
2012.
5. “Pricing Strategies” (nd), viewed on 13 February 2012.
6. http://www.linhperfume.com/p81-calvin-klein-eternity-
moment.html
7. Source: http://olala.vn/article.php?cid=119&id=9192