• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

2. Launching The New Engineered Jeans

Extracts from this document...

Introduction

2. Launching The New Engineered Jeans 2.1 Introduction The outline bellows gives an overview of the new engineered jean that Levis will be launching Product A top-end Jean in straight cut that is fits snugly and is flattering, well cut using the engineered technology Price �90 Target Segment Fashion conscious female 18-35yrs 2.2 Objectives of the Launch * Break into Womenswear Market * Re-launch Engineered technology to emphasise fit * Make consumer aware of new product * Increase sales of engineered Jeans 2.3 The Marketing mix 2.3.1 Segment The Women's market has been the by far the strongest sector in terms of increased sales since Jeans sales began to boom in 2001 (see appendix E), this trend is expected to continue into 2007 (Mintel, 2003). ...read more.

Middle

2.3.3 Price By placing this product at the top end of their price bracket, Levi's will add perceived value to the new jeans, emphasising the benefits of this product. 2.3.4 Period Denim has been widely predicted to be a strong trend in Spring/Summer 2005 (Drapers, 27/7/04) . Levi's should launch the new product in the middle of this season, as the look is taking off, ensuring that the date is not to close to the launch of a new range of Jeans from Calvin Klein, also to be launched in this season (www.wgsn.co.uk 27/8/2004) 2.3.5 Promotion With the exception of some recent Printed Adverts, Levis have not advertised an women-specific product since 1996 (Foster, 03/2004). Levi's are not currently attracting the target segment for this new product, so it will be important to produce a strong promotional campaign that makes the consumer aware of how the engineered Jeans have developed. ...read more.

Conclusion

Due to an increasingly time-poor population (Mintel, 04/03) The Jeans should also be readily available through mail-order and internet sites. 2.3.7 Physical Levis have already created an atmosphere that appeals to the younger consumer in store, this should be reviewed before the launch to ensure that it is in line with current cultural trends. 2.3.8 Process The first section of the report discussed how Levi's have invested in their production process. It will be important to take advantage of this so that if sales do take off in a big way, the company are able to restock quickly while the Jeans are still in people minds in light of the promotional campaign. 2.3.9 People Employees who work in shops should be given training in understanding the engineered technology, so that they can explain to consumers why the new Jeans will fit well. Word Count: 701 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    Emphasis on the interests of the consumer is a key aspect of many organisations. So Coca-Cola must make sure that whatever they do must be in the customer's well being so the advertising done does not affect them in any way.

  2. Marketing Promotional Strategy - A Mobile Phone Network for Marks and Spencer

    A 12-week advertisement schedule during the products opening phase using newspapers the cost would be �666000 spent on newspaper advertisement. In total, advertisement will cost almost 15 million pounds for the 3 months.

  1. Coca-Cola markrting mix

    Among these simple but effect sales promotions Coke carries out more innovative promotions such as... > Coke auction - Coca cola in great Britain launched in 2000 its first internet based interactive promotion which was 'coke auction' which allowed consumers the opportunity to bid with coke credits for thousands of unique items and 'money cant buy' experiences.

  2. The principles of marketing.

    The old fashioned way of thinking that men should go out to work and women should stay home and look after children, or cook food all the time has died down although in some religions such thinking is still in place.

  1. Marketing Promotional Strategy.

    If they have had a good experience at Marks and Spencer and see memorable advertisement their decision to purchase a Marks and Spencer product or service is greatly increased. ` M-Measurable- I hope to have a 1% share of the market by 2004, advertisement will be quite heavy to begin with and posters will be around in the stores.

  2. Quantitative Methods Management Report SURREY & HAMPSHIRE RESTAURANT SECTOR

    This suggests that in the counties of Surrey and Hampshire, the restaurant industry is dominated by the company-owned restaurants, as they make up more than half of the total amount of restaurants in the area. Additionally, for a small restaurant to be successful, it would be very competitive for them,

  1. A Brief History of Coopers. 2

    It may prove to be beneficial for Coopers to segment this large, ever increasing older market, because they could possibly be interested in further supporting a family business, albeit a multimillion dollar one. Another positive in targeting the older market is the fact that the older generation are less likely

  2. Advertisements for Levi's 501s

    These include Levi's Man being almost the 'embodiment of cool', the other men being conformist, old, boring or even all three. They also include; the girls all falling for Levi's Man, including the old women who are then frowned upon by their husbands.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work