Retail Technology Management

Assignment-1

By:

Pratik Raj

Yukti Dua
Marketing Mix
The marketing mix (also known as the 4 Ps) is a foundation model.
The marketing mix has been defined as the "set of marketing tools
that the firm uses to pursue its marketing objectives in the
target". Thus the marketing mix refers to four broad levels of
marketing decision, namely: product, price, promotion, and place.
Marketing practice has been occurring for millennia, but marketing
theory emerged in the early twentieth century.

The contemporary marketing mix, or the 4 Ps, which has become the
dominant framework for marketing management decisions, was first
published in 1960. In services marketing, an extended marketing mix
is used, typically comprising 7 Ps, made up of the original 4 Ps
extended by process, people and physical evidence. Occasionally
service marketers will refer to 8 Ps, comprising these 7 Ps plus
performance.

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Marketing Mix of Van Heusen
Van Heusen specializes in clothing primarily as formal and corporate.
They have a number of collections for both men and women. The
Van Heusen Air collection has shirts with temperature activated air
cooling which gives comfort even in warm weather. The materials
used in these are stretchable made by honey comb technology for
greater comfort. Van Heusen Flex is another type of collection where
the collars are flexible making them more comfortable. They have
also come up with flex ties and flex pants with shirt gripper for
increasing the comfort level for better daily use. The Van Heusen
traveller is a collection for travellers who need their clothes to be
fresh and hence these come with wicking and anti-wrinkle properties.
Van Heusen also have ties which are pre-tied and just needed to be
tightened for people who don’t have the time to tie the knots. There
are shirts which come with magnetic buttons for reducing the time
to get dressed up. There are also casual shirts, polos, pants, suits,
blazers and sweaters for men. For women they also have tops,
stretch pants, jeans, soft shirts and quilted vests.

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Price
Van Heusen clothes are sophisticated and cater to the upper-middle
class and the upper class of the society. Therefore, the prices
associated with the clothes of the brand communicate the value of
the products to the target audience. This price is a mark of high-
quality, thus the pricing strategy in its marketing mix is a premium
pricing one. The customers who can afford this product don’t mind
paying the premium as they get a top-quality product made from the
latest of technologies and fine fabric and other top-notch materials.
Van Heusen price range of shirts is from Rs.1000 to Rs.5000. There
are discounts which can be availed during sale and during purchases
from ecommerce sites. The men’s inners range from Rs.350 to
Rs.700 which is again a premium price in that category. The blazers
range from Rs.7000 to Rs.12000. The trousers range from Rs.1500 to
Rs.3000. The ties range from Rs.500 to as high as Rs.4000. Tops for
women come in the range of Rs.800 to Rs.2000. The pants for
women are in the similar range as that of men that is Rs.1500 to
Rs.3000. The sweaters for both men and women range from Rs.1500
to Rs.4000.

Place
It has sourcing facilities located in countries like Sri Lanka,
Bangladesh, India and China. These have been strategically chosen to
reduce the cost of labour and manufacturing. Van Heusen employs
12000 people worldwide. The products target the upper middle class
and upper-class people who wear this type of clothing at their
workplaces. The clothes are available in retail outlets which are there
in big malls and shopping centres. These are usually visited by the
target audience who can afford this type of clothing. They can also
be purchased online through ecommerce sites like Amazon. They
also have the clothing available at popular stores like Macy’s, Kohl,
Belk, Bon-Ton, Bealls Florida and JCPenney. Through Van Heusen
website, the company stores can be located on the map based on

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the country. The website also provides links to the stores given
above for purchase of the clothes online from those individual sites.

Promotion
Van Heusen is in a market having a tough competition and hence has
to be ready with a strategy to promote its brand aggressively. The
price is a premium one as it competes in that segment with other
players. The brand is advertised through TV advertisements which
are suave which communicate the message to the target audience
about the value associated with the brand. The brand has a very
stylish website with top quality user interface and images to attract
greater traffic and for the ease of shopping. Van Heusen also
promotes itself in magazines like GQ, Men XP and Cosmopolitan etc.
which have a loyal customer base and consists of the target audience
of the brand. They have been associated with celebrities like Mick
Fanning and Nargis Fakhri who have been the brand ambassadors.
The brand is also promoted during fashion shows like Lakme Fashion
Week and New York Fashion Week where top designers and other
celebrities are present. They also have a scheme for members where
the members get points for every Van Heusen purchase and can
redeem those points to get other clothing or Van Heusen products.
They also get called for the exclusive member parties. Hence this
completes the marketing mix of Van Heusen.

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Products
 Casual Shirts
 T-shirts
 Trousers
 Formals Trousers
 Formal Shirts
 Track Pants
 Undergarments
 Warmers
 Belts
 Socks
 Handkerchiefs
 Ties

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Casual Shirts
The price ranges from Rs. 1699 till Rs. 2499. It comes in 4 categories:

 Denim – It comes in sizes M, L, XL and XXL.

 Checks – It comes in sizes M, L, XL and XXL.
 Solids – It comes in sizes M, L, XL and XXL.
 Floral – It comes in sizes M, L, XL and XXL.

T-Shirts
It comes in 2 categories:

 Polo (Printed) – it comes in sizes M, L, XL and XXL. It costs Rs.

1799.
 Polo (Basic) – it comes in sizes M, L, XL and XXL. It costs Rs.
1899.

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Trousers
 Chinos – it comes in 3 different colours. It comes in sizes 30, 32,
34, 36 and 38. It costs Rs. 2499.
 Formals – it comes in 5 different colours. It comes in sizes 30,
32, 34, 36 and 38. The price ranges from Rs. 1899 to Rs. 2499.

Formal Shirts
It comes in 35 different styles. The price ranges from Rs. 1999 to Rs.
2799. It comes in sizes 39 to 44.

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Track Pants
It comes in 2 styles. The price ranges from Rs. 899 to Rs. 1399. It
comes in sizes S, M, L and XL.

Undergarments (Brief)
It comes in 3 different styles. The price ranges from Rs. 199 to Rs.
399.

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Warmer
It comes in 1 style. It costs Rs. 1250. It comes in sizes S, M, L and XL.

Belt
It comes in 7 styles. It costs Rs 1599.

Socks
It comes in 10 styles. It costs Rs 199.

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Handkerchief
It comes in 16 styles. It costs Rs 325.

Tie
It comes in 20 styles. The price ranges from Rs 1299 to Rs 1599.

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