Business

studies
project
Marketing management
(JEANS)
Delhi public school!

Acknowledgement
I would like to thank my thank my business
studies teacher Mrs. Sopilla Nile for helping me
out with my selection for the project. She also
helped me with ideas and concepts for the
project.
My parents who encouraged me and helped
finding the details and providing me with
contacts and helping me with the field reports.
My friend, ishwari who gave me ideas for my
product and would discuss and solve my

problem anytime.

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 didnt 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.

1. Levi Strauss
Levi Strauss & Co. also known as LS&CO or simply Levis 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

Levis Strauss and Co.

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Go Forth; Levis. Original jeans. Original people; A style for every story;

Tagline/ Slogan

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

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.Levis marketing includes retro popular songs in its TVC ad
campaigns

Strength

6.Over 60 and 25 manufacturing plants in US and abroad respectively

1.High Pressures of Brand Protection

Weakness

2. Pepe jeans

2. Increasing competition means limited scope for growth

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

Sector

Lifestyle and Retail

Tagline/ Slogan

Pepe Jeans London

A brand, which is really innovative, stylish changing with variety at an
affordable price. (animal prints , adults and children section, season

USP

looks)
Men and women who like contemporary style of fashion with a rebellious

Segment

attitude.

Target Group

Young urban Men and women from the upper middle class
Pepe Jeans is a premium and international brand, which houses casual

Positioning

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.
1. Constantly changing fashion trends means inventory issues
Weakness

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

Sector

Lifestyle and Retail

Tagline/ Slogan

A Lee is you; A Lee Dont Lie; Own the moment

A company which has rich heritage, Innovative designs and socially

responsible organization.( fit finder, vibrant colors offered , for rough
USP

use, clearance offers)

Men and Women who want to wear stylish and innovative jeans at an

Segment

affordable price.

Target Group

Young urban men and women from the upper middle class
A stylish brand with a sporty look with an American imaginery to the

Positioning

brand.
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

Strength

television and has continued extensive advertising throughout.

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

Weakness

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 d who worked closely with cowboys, to help design jeans
suitable for rodeo use
Price from: rs. 1695 to rs. 3295

Parent Company

VF Corporation

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

No matter where the destination, where your heart out

Comfort and style at affordable rates. (jeans and jackets , dominated

USP

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

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

Strength

4. Good marketing and advertising at stores and print ads

1.Competition from standalone specialty stores means limited market
share growth

Weakness

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, prt-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.

Category

Apparel and Accessories

Sector

Lifestyle and Retail

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

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

Strength

5. Has over 2500 employees serving in 80 countries

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
Weakness

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. Jeanss 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. Jeanss 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. Jeanss 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 customers
requirements.
D. Jeans 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 companys brand has been named as INBORN..!! 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.

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
Bell bottom

customer
400

retailer
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.