• 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. Quantitative Methods Management Report SURREY & HAMPSHIRE RESTAURANT SECTOR

    PERCNTAGES 1) Size of Restaurants This graph shows that the largest percentage of restaurants with in this sector is small restaurants thus small restaurants are in the most competitive sector. 2) Small & Fast Food Restaurants The numbers of small restaurant that are specific to fast food are 58, which is 20.79%.

  1. A Brief History of Coopers. 2

    Greater capacity to produce may also influence Coopers' products in that they may be able to develop more products, to cater for different segments. Demographic Australia's demography is constantly changing. However, two main trends are continuing to emerge. Australia's ageing population may be an influential factor externally affecting Coopers.

  2. The Hoboken Happenings television show and its accompanying Internet web site.

    Hoboken Happenings will have everyone captivated by providing a show that will promote the benefits of its service to businesses and the community. A. Mission Hoboken Happenings mission is to become a media vehicle for city of Hoboken, its residents, the viewers and its businesses.

  1. American Women as Consumers

    It is because women have figured out how to research and investigate their purchases before visiting the showroom. Women do not need the help of men to buy something that is stereotypically "a man's purchase" anymore. Other industries are focusing more on advertising to women also.

  2. As the Marketing Manager of this ice cream firm, CALMOR, I have written this ...

    The objectives within this report are therefore * Achievable-The aim of getting the product onto the market and recognised and eventually profitable * Understandable-The aim of getting all involved in the project, to know what is expected of them and how.

  1. Does the hardsell to distributors work in a new competitive scenario? Is there a ...

    After all, the distributor did build in margins in their negotiations and Kapoor knew all this ploy all too well. But when the carrying & forwarding (C&FA) agent, Yogendera Jadhav, totalled Girjee's consignment, it was short by a tonne of the full truck load.

  2. Coca-Cola markrting mix

    In everything that Coca-Cola do, from the selection of the ingredients to the manufacture of their products and their delivery to the market place, they use their specialised quality management system, The Coca-Cola Quality System (TCCQS). Promotion Promotion is used to create awareness and stimulate demand, it is the most visible of the four P's.

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