Mavi is a Turkish jeans manufacturer founded in 1991. It has become the largest jeans producer in Istanbul and replaced Levi as the number 1 jeans brand in Turkey. Mavi aims to produce high quality yet affordable jeans and has expanded to Europe and global markets. The company targets teenagers, college students and ladies with a brand positioning of being exotic, inspirational, contemporary and accessible. Mavi sells through outlets in major cities and online, promoting through celebrities and attractive campaigns.

1. blue

3. mavi
JEANS

4. Mavi means
Blue in
Turkish
Founded in
1991 by Sait
Akarlilar
Denim jeans
and
accessories
Manufacturer
for private-
label jeans
Replace Levi
as no 1 brand
in Turkey
Largest jeans
production in
Instanbul
Enter the
European
market in
1994
“Best 16
global jeans
brands”

5. Questions for Discussion
1. What factors contributed to the success of Mavi
Jean?
2. How would you define the company’s target
market? What is the current positioning strategy?
Briefly explain Mavi’s 4Ps.
3. What are customers of Mavi actually buying?
4. How do you evaluate the “menu” approach?
5. What recommendations would you make to help
Mavi keep up the brand image and enhance the
connection to the target market?

6. 1. What factors contributed to the success of Mavi Jean?
• Experienced in manufacturing
for private-label jeans
• Produced high-quality and yet
affordable price
• Good marketing campaign
and promotion
• Worldwide stores and
internet-based marketing

7. 2. How would you define the company’s target market?
What is the current positioning strategy? Briefly explain Mavi’s 4Ps.
Company’s target
market
• Teenagers
• College students
• Ladies
Current positioning
strategy
• Brand for conscious
young people
• Exotic & inspirational
• Contemporary &
accessible

8. Products
• High Quality
• Fashionable
• Comfortable
Price
• Affordable
• Reasonable
Place
• Big cities
• Many outlets
• Online
Promotion
• High class models
• Attractive
campaign
• Celebrities

12. 3. What are customers of Mavi actually buying?
“Mavi is not just a
pair of jeans”
Fashion StyleTrendQuality

13. 4. How do you evaluate the “menu” approach?
Menu approach is a concept whereby you are
allow to customize your own jeans.
• The price is slightly higher
• Comfortable
• Fit for you
• Not available online

14. 5. What recommendations would you make to help Mavi keep up the
brand image and enhance the connection to the target market?
• Asia market
• Online purchase
services
• Variety of products
• Fashion
update

15. Thank
you

16. Hafizullah Mohd Amin (EX02906) Famy Bin Suardi (EX02908)
Rozaidi Jamaludin (EX02895) Keng Yip (EX02890)