MKT216SL – Business and Market Research

To introduce designer Jeans to the young generation in Sri Lanka

STEP J

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Acknowledgement

First of all, I would like to thanks to My parents for they gave me this opportunity to do.
And our NSBM Campus. And my lecturer Mr………… for all his support that he has
given us from the degree session. Also I have learned lots of thing about this project. It’s
very helping to me to continue the next level study. And I would like to thank my love
ones, who have supported me through entire process.

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 TABLE OF CONTENTS
1. Introduction...............................................................................................................5

1.1 Background of the Study.....................................................................................5

1.2 Background of the Marketing Analysis...............................................................6
1.2.1 Background of the Company and the Service.............................................6
1.2.2 Marketing research problem........................................................................6
2. Goals and Objectives...............................................................................................6

3. SWOT analysis.........................................................................................................7

3.1 Characteristics of Target Market.........................................................................8

4. Research design.......................................................................................................9

4.1 Population and Sampling....................................................................................9

4.2 Type and method of Data collection.................................................................10
4.2.1 Research Instrument..................................................................................10
4.3 Method of Data Analysis...................................................................................10
4.4 Research approach and design........................................................................11
4.5 Conceptulation..................................................................................................11
4.6 Variable Specification.......................................................................................11
4.7 Hypothesis Formulation....................................................................................13
4.7.1 Limitations..................................................................................................13
4.8 Target Market of Jeans.....................................................................................14
5. Ethics in marketing research..................................................................................14

5.1 Marketing Environment.....................................................................................14

Macro Environment.....................................................................................................17

6. Integrated Marketing Mix........................................................................................20

6.1 Marketing Mix for Students Segment:...............................................................21

8. Marketing Mix for business men segment..............................................................27

7. Conclusion..............................................................................................................29

8. References.............................................................................................................30

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TABLE OF FIGURES

Table 1..........................................................................................................................9
Figure 1.......................................................................................................................10
Figure 2.......................................................................................................................14
Figure 3.......................................................................................................................16

TABLE OF TABLES

Table 2........................................................................................................................23
Table 3........................................................................................................................23
Table 4........................................................................................................................27

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1. Introduction

1.1 Background of the Study

The study produced here is a strategic strategy which can be used successfully to make
potential business decisions by fashion designing company and its management. The
aim of this business report is to segment the demand for a specific brand product which
is jeans. This research covers all important aspects of customer segmentation and the
mechanism that a business should use to determine the future user audience. This
study and its findings will provide detailed suggestions for a organization and its
management to address their chosen business segment. This company study is an all-
inclusive analysis and an organization can use it successfully to assess its market
segment

The company product chosen for discussion in this study is jeans with core brand
attributes such as real, trendy, fashion, affordable, convenient, basic, style and
independent. Market segmentation of the chosen company product is achieved with the
aid of separate portion, of which the first portion involves launch and context details
concerning brand knowledge and developments in the market. The next part is
regarding market segmentation and the usage of various bases for segmentation to
classify future customer categories. A segmentation table is used as well. The next
segment consists of a marketing plan to promote new denim brand for young
generations in Sri Lanka

The next segment discusses internal and external factors on the buying choice of the
main target group which is man and woman. Ultimately, guidelines are provided about
selection of attribute-based branding, distinction approach, compelling advertisement,
suitable contact platforms and selection of distinctive media outlets such that target
consumer markets can be quickly and efficiently addressed. The study provides all
essential details and critical advice on consumer segmentation of selected fashion
brand jeans.

1.2 Background of the Marketing Analysis

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1.2.1 Background of the Company and the Service

The unique brand product chosen for market segmentation is jeans which belong to the
Sri Lankan denim jeans industry. The denim jeans market is the most competitive out of
the entire fashion market. Previously, the luxury denim labels were mostly provided by
men and women but now they have been expanded to children's racks that reflect a
appeal. Color denim became the most important phenomenon in industry. Jeans have
been a must in the present scenario and citizens in any age category want to wear it. By
age factor, sales of jeans have increased significantly in the 13-17 and 25-34 age
groups (Sri Lankan Denim Jeans Market 's Latest Business Patterns and Competitive
Scenario, 2008).

1.2.2 Marketing research problem

By amount the Sri Lankan shipping demand for male jeans. Compared to the women's
Denim sales, it has risen substantially. Though the clothing sector has been significantly
impacted by the global economic slowdown in recent years , the situation of the denim
jeans sector is comparatively much better. The denim jeans industry tends to maintain a
favorable role relative to other types of clothing, which is attributed to the longer life
cycle of jeans relative to other fashion products.

The organization will quickly draw more female buyers by selling new denim style on
qualities such as autonomous and relaxed, because they tend to be autonomous at
present.

2. Goals and Objectives

Below are the company's goals;

1) The items will be exclusive in fashion and design

2) Introducing the new trends to consumers

3) Creative goods will draw consumers

4) The goods will be of decent quality and smart enough

5) The company's technologies will adhere to international requirements

6) Our attention is on consumer service and loyalty;

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7) Shifting the wrong view of Sri Lankani customers

3. SWOT analysis

SWOT analysis means Strengths, Weaknesses, Opportunities, and Threats to a

company.

Strengths

• Creative fashion which meets consumer needs

• Phase J staff are totally organizational and consumer oriented

• Move J offers Denim to all types of people

• The cutting-edge latest

• On price, no compromise

Weaknesses

• Competition for the product spectrum

• Foreign denim company good reputation
• Shortage of power and gas;
• Increase taxation and interest rates
• The foreign firms are granted further incentives

Opportunities

They could expand more into Women's jeans (right now they mostly do men’s)

Threats

• The shipping prices would be higher as energy rates rise. If they can not pass on the
increased costs in the form of rising rates they would have smaller profits.
• Terrorism faces a significant danger to Sri Lankanindustry
• Local businesses are not rising because of external pressures Instability Diplomacy

Segmentation

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The Clothing industry is segmented into following four segments;

Customers that lie in age group of

1) 11 to 14 years
2) 15 to 25 years
STEP J is segmenting the market based on age factor because clothing specially Jeans
are depends upon the likes and dislikes according to age.

Targeting

Phase J has only targeted two segments from the 4 segments listed above;

1) 15 to 25 years (the students probably)

Such parts are also divided into sub-sections for improved organisation's efficiency

a. A household income varying from Rs. 20,000 to 25,000, 15 to 25 years.

b. Fifteen to twenty-five years of household income from Rs 30 000 to 50000

As these groups are Jeans' simple and real consumers, they involve males as well as
females

3.1 Characteristics of Target Market

The globally identified target market for jeans is 12-30 years old, but we have revised
our target market as follows, owing to the high percentage of teens and young people
present in Sri Lankan’s population,

 Students age between 15 and 25

 The age range of workers 26 to 30

Those who pursue their education and those who are at the end of their studies to
continue their professions.

 Mindful of Price
 Mindful of clothes.
 Gatherings and men having leisure
 Not a single wage category

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Those are the key cause’s people wear jeans:

 Wear Style
 Putting Back
 Good efficiency
 Image

4. Research design

This section has the objective of elaborating the conceptual context and the methods
used in this analysis. The chapter lays out a conceptual analysis of factors affecting the
launch of STEP J jeans in Sri Lankan fashion industry. This chapter discusses the
development of the theory, the nature of analysis, the sampling methods and the
process of interpreting and presenting data used in this review to achieve research
goals.

4.1 Population and Sampling

The population for this study is comprised of all the people who are aware of Sri Lankan
fashion industrylocally and internationally.

This research study was conducted on the normal basis of simple random sampling with
a questionnaire being distributed among 150 random people widely dispersed in Sri
Lanka.

This included male and female from all age categories engaged in various different
professions who have at least used the official website of Sri Lankan Fashion Industry.
Out of 150 distributions there were 100 responded questionnaires which are being
analyzed in following chapter.

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 Sample Consists Number of People

People Flown with Sri Lankan fashion

industry 85

People who have only experienced New

Denim Jeans design in fashion industry 15

Total Sample 100

Table 1

4.2 Type and method of Data collection

The Survey used was a well-structured uniform questionnaire that was administered to
the target population for knowledge collection. This analysis utilized data from both the
main and secondary. Secondary data were gathered over a span of four weeks prior to
utilizing the sample. The secondary data obtained came from papers and researches
released from the Apparel industry archive on blogs and other related databases. The
sample was then circulated, and the primary data was collected accordingly.

4.2.1 Research Instrument

The researcher has created a questionnaire as the testing tool for the thesis and is
conducted by the researcher himself. The questionnaires used to collect the data were
created based on analysis of the literature and the research methodological structure.
The questionnaire will collect as needed and customers will be provided the concept of
collecting data on the variables. This segment explains the completed questionnaire
layout.

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4.3 Method of Data Analysis

Analysis of this study's quantitative knowledge was performed using the Mathematical
Software for Social Science (SPSS edition 24.0). Descriptive statistical methods have
been used in the interpretation of data such as frequency distribution, coefficient of
association and regression to accomplish the research objectives. Analyzing this
analysis also uses the Microsoft Excel Program kit to summarize the findings of the
analytical evidence provided in Chapter in tabulations, graphs and demographics

4.4 Research approach and design

This thesis implements a Definitive-Causal Research Approach suited to a quantitative

data collection and interpretation process. This systematic and organized work helps in
assumptions and decision taking. This research measures the causal impact of the
hypothesis on Phase J Jeans, with 5 defined independent variables.Quantitative
methodology is used as the research tool, as a well-structured and pre-designed
questionnaire has been developed.

4.5 Conceptulation

In the conceptual framework researcher have identified independent and

dependent variable based on the literature review

Figure 1

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4.6 Variable Specification

STEP J Jeans Influence

Adoption of STEP J Jeans is the degree to which customers are expected to depend on
STEP J Jeans for purchasing decisions, which is an important indicator of market
approval of the views of others expressed by experts in the fashion industry (Li which
Zhan, 2011).

Information Source

According to the principle of attribution that is the convincing word-of - mouth element. A
highly qualified source of knowledge is accessed and forwarded by a plurality of
recipients requesting information, which has a larger effect on persuading recipients to
make a judgment (Bansal & Voyer, 2001 cited in Lis, 2013).

Source Credibility

As stated by a judge in Lis (2013) cited by Birnbaum and Stegner (1979), source
expertise and source bias are three components which construct the reputation of the
source. A reputation analysis carried out by McCroskey and Teven (1999) quoted in Lis
(2013) has shown that the words such as skills, sincerity, intellect, health and integrity
reflect the sender's impartial attitude and competence.

Trustworthiness

The motive to hold reliable knowledge is trustworthiness, according to Cheung.et al .

( 2008) quoted in Lis (2013). The details derived from reliable sources is less
questioned when the recipient finds the untrusted sources less trustworthy (Sparkman
and Locander, 1980 quoted in Lis, 2013).

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Expertise
Ohanian (1990), quoted in Lis (2013), describes expertise as a quantity of intelligence,
skills or experiences an person possesses to provide reliable details. The knowledge
given by an expert will have a huge effect on the recipient according to the scientific
studies demonstrations.

Recommendation Ratings

As mentioned by Kaplan and Miller (1987) cited in Lis (2013) recommendation rating
falls under normative influence which facilitates the sender's access to different views
and opinions of others. In the online sense, online forums enable users to assess the
effectiveness and consistency reviews of other users.

4.7 Hypothesis Formulation

Following are the statements the researcher wants to test with the help of
empirical finding from the study.

Hypothesis 01 (H1) STEP J influence

Hypothesis 02 (H2) – Expertise has a significant positive impact on WOM

influence

Hypothesis 03 (H3) – Trustworthiness has a significant positive impact on STEP

J influence

Hypothesis 04 (H4) – Recommendation Rating has a significant positive impact

of Step J jeans influence

Hypothesis 05 (H5) – Source Credibility has a significant positive impact on STEP

J influence

Hypothesis 06 (H6) – Information Source has a significant positive impact

on STEP J influence

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4.7.1 Limitations

• The work shall be done over a span of time. This study provides only static information
on the effect of the Step J relationship between expertise data , data durability,
trustworthiness, competence and rating of recommendations.

• In contrast with the entire population, this analysis and observational data were limited
to a study of 100 clients;

• Data review had been carried out using only SPSS and Microsoft Excel.

• That is a purely objective analysis. Therefore a qualitative or at least partly qualitative

work may be carried out on the same subject.

• This analysis could be conducted with a more comprehensive regional survey to

provide more accurate results.

4.8 Target Market of Jeans

Summary demographics

• Age 15 to 25 & 26 to 30

• Male and female

• The majority is composed of students from schools , college and universities.

• Fresh workers and married persons also form a small part of the target market.

• Fashion sense plays an significant part in purchasing jeans.

Original description

In our first stage we are initially targeting Lahore but our final goal is to go all over
the country and throughout Asia.

Definition of behaviors

We want to follow the needs of our customers to:

• High quality

• Wear Style
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• Cute look

• Troubleshooting

• Fidelity

5. Ethics in marketing research

5.1 Environmental Marketing

A company's environment includes those actors and forces that affect its performance.
Dividing the marketing environment into two parts;

Micro Environment

These are the actors close to the company which affect the ability of the company to
serve its clients. It includes businesses, suppliers, market intermediaries, customers ,
competitors and the general public.

Environment Macro

Larger forces in society which affect microenvironment. These forces are environment
of demographic, fiscal, environmental , political, technological , and cultural character.

Micro Environment

The company's micro environment is composed of following actors;

Figure 2

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• The Enterprise

• Providers

• The intermediaries in marketing

• Candidates

• Officials

• Customers

Enterprise

The company is divided into departments including Department of Human Recourse,

Department of Financial Affairs Handling, Department of Quality, etc.

Providers

Jeans manufacturing involves products such as fabrics, buttons, zips, and jeans producing
machines.

Intermediaries in Marketing

Our principal intermediaries in the market are our distributors, wholesalers and retailers.

Competitors

As an initial brand in the garment industry, Move J Jeans must deal with pre-established labels.
It has to make an impression on customers ' minds and take advantage of its competitors. Move
the chi with J

Customers

Customers are the greatest asset in a business and can be chosen very carefully and a good
decision-maker needs to back up decisions about them. In fact, STEP J Jeans uses the
Segmented Marketing Approach that means certain business segments are primarily oriented.
The age gaps segment 15 to 25 years is the most effective and lucrative for the company as
they wear denim wears for everyday use, going to work, forclothes and what they want.

Customers ranging from 26 to 30 years of age are those who are professional and wear jeans
for the sake of rest only because they always get tired and bored in a formal dress so they come
to Jeans' clothes.

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Macro Environment

Figure 3

Demographic Environment

 The study of human populations in terms of size, density, location, age, gender,
race, occupation, and other statistics is know as demography.
 Demographics of our company are as follows:
 Different price ranges and offers for various income groups
 Teens and youngsters age bracket: 15-25 & 26-30 years
 We develop products for both Male and Female
Economic Environment

The economic environment is made up of patterns affecting the buying power and
patterns. More consumer concern for value and shifting patterns of consumer spending
are characteristic of the economic environment. Squeezed consumers today seek
greater value, which is the right mix of good quality and service at a reasonable price.
Income distribution also shifts.

So our company has tailored our market offers to two different markets: "the affluent"
and "the less affluent" Some of the families earn Rs 20,000 to 25,000 per month, but

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moderate families, the biggest part of the economy, earn more than Rs 30,000 per
month, which includes 251,428 families.

Politics Environment

Sri Lankan boasts political turmoil and terrorism. When one government's reign is
finished the new government shifts all of the previous government's plans and
actions.

Descriptions of the products

Usage of goods

• Very frequent use of jeans on nearly all major occasions including Eid, Parties
and other major Festivals and Events.

• The school and college students used heavily.

Purchase Impact

Buying decision taking is based on individual preferences which, among others,

can also lead to the same product. For example, if a youngster buys a particular
jeans brand he / she can influence his / her friends or relatives to buy the jeans

Life Style of the Users

Life style matters a lot when it comes to buying a product. For example, if a student
prefers jeans in his lifestyle then obviously his consumption for jeans is more than a
person who occasionally wears jeans. Also the level of social class matters in the
purchases as well.

Market Attractiveness Factors

• Differentiated cut-outs and designs of the STEP J jeans cause us to offer a beautiful
look to our clients.

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• The company can make exclusive STEP J jeans for showbiz and fashion and
advertise STEP J jeans through actors , singers, sportsmen and other stars; they can
attract the public to buy STEP J jeans and ultimately the company will become one of
the most popular companies in the country.

• Sales of the STEP J Jeans are very low. The price ranges in turn target the upper
class of the target market while the main class of the target market falls in both the
lower and lower middle classes.

Competitive-position factors

Competitive Vantage Opportunities:

• Value, elegance and fashion-based distinction render ads particularly successful in

establishing a distinctive mark of consumer experience.

• Sri Lankan items do not follow the price and longevity criteria and consumer
satisfaction is not assured. We hold our consumers happy and committed to us by
delivering quality goods. This aspect will improve the sales and benefit for our business,
and allow us to compete with others.

Firm and Competitors capabilities and resources:

• Regional retailers use ads and other successful communication techniques to reduce
the exposure of their goods. We will allow greater use of advertising and other
marketing tactics to support our brand within the region.

• Manufactured jeans are focused on only a handful of importers. So we can prevail

over the imported garments purchased through strong distribution in our region.

• Imported goods are highly durable and the local labels are very poor. Targeted market
share can be gained by knowledge raising of our brand by secure and reliable 4 Ps
management.

Impact

We come to know from the above explanation that all the factors play an equal role in
the company's development and growth. We can't disregard the importance of any

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single factor. All of the company's top management, finance, research and development
( R&D), purchasing, operations, and accounting groups work together with diligence,
hard work, and as a team only then is the company able to progress and successfully
go around the globe.

By keeping a low price strategy, indirect competitors can attract more customers than
yours and can make cheaper products to attract all the lower and middle class
communities. They can downsize your market share and growth if you don't keep in t

Second , the company must segment its market according to consumer market segment
variables which include: geographic , demographic , psychographic, and behavioral
segmentation.

Segmentation of demographics is more important factor and can be easily calculated

and observed.

Efficient market segmentation steps are segmentation based on age, class, family size,
life cycle etc. For eg, if we were to launch a new denim brand, we need to examine the
age demographic of people who like and wear jeans, their gender and people's lives,
etc. how much they wear jeans and what features they want in the jeans..

6. Integrated Marketing Mix

The marketing mix is the collection of controllable methods for tactical marketing:
commodity, quality, position and promotion.
The Marketing mix is designed separately for each targeted market segment.
Our two divisions have contrasting campaign mixes;
1) First category targeting combination (age 15 to 25 with household income Rs 20,000
to 25,000)
2) Advertising combination for the second category (26 to 30 years of Rs 50,000 to Rs
60,000 income)

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6.1 Marketing Mix for Students Segment:

Product

The product in marketing mix includes the goods and services that a company offers to
the consumers.

There are some basic components of a product in which that is divided;

1. Variety
2. Quality
3. Packaging & Services
4. Branding

1. Variety

The STEP G Jeans is available in large variety. The company time-to-time evaluates its
variety and the needs of consumers to be up-to-date with the demands of customers.
The company is producing many types of jeans. Some of which are;

 Bell bottom
Bell bottom is wide-legged pants which are loose from the knee downwards and
fitted tightly around the hips. This style of trousers was worn by both men and women

 Boot cut
Boot cut is sometimes known as flare cut, but it’s less roomy at the ankle part. The
boot cut is tapered to the knee and are slim in the thigh area but is made slightly wider
from the knee down to the hem in order to accommodate a person’s boots without
bunching up.

 Flare cut
Flare cut is similar to boot cut but a little bit tighter and is cut wider or flare out from
knee down, looking much more a bell-like shape.

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  Straight cut
Straight cut is a kind of jeans pants which the circumference of their legs is
consistent from the hip down to the leg. The straight-cut jeans are usually cut straight
down from the waist making it fits your natural waist and is slim through the ankles and
bottom.

 Skinny jean
Skinny jeans come in many names such as tapered pants, carrot leg pants, ice-
cream cone pants, old-school hood jeans and so on. The skinny jean is slim-fit pants
which are tapered through the end of the ankle.

 Flapper jeans
A flapper jean is a common type that is tight from thighs but more roomy from the
lower part of leg.

 Baggy jeans
Baggy jeans are of casual use because they are very roomy and are used for the
purpose of relaxation.

2. Quality

As we are concerned with this section of students that is pointed as a medium section of
economy that’s the quality requirement is not as more as it is required by the other
section of professionals and business men. The quality provided to this section is of the
medium level.

3. Packaging & Services

The packaging for this segment is basically made attractive and convenient. Packaging
is also good looking that attracts the customers to come again. Company’s logo is
printed on the package that they unconsciously convince towards the brand.

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4. Branding

Our brand is established to generate a good impression of Sri Lankani products. Our
brand meaning is;

• S Stylish
• T Trendsetter
• E Energetic and Exceptional
• P Passionate and professional
• H Highly Potential
• G Global
Price

Price of a product includes following;

1. List price
2. Discounts & Allowances
3. Credit terms
1. List Price

The price of the item is different for the retailers and customers. Customers commonly
but jeans in number of units but the retailers buy in bulks.

A bulk of jeans contains ten pieces of jeans. The prices for retailers and customers are
shown in the following table for our main products for this segment.

Products Price for Customers Price for Retailers/ item

(Rs) (Rs)
Bell bottom 500 450
Boot cut 650 575
Flare cut 550 525
Straight cut 750 650
Baggy jeans 700 625
Table 2

2. Discount & Allowances

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When a customer buys more than one items then 5% discount on each is given. This
discount is generally given on seasonal changes. Discount rate also varies. Allowances
are also given to buyers on the time of purchase.

3. Credit Terms

The company gives the products on credit also but only to the retailers on different
terms. Following table is given for its illustration;

No. of Bulks Credit for the time Discount available

Less than 5 1 month 3%
15 days 4.5%
Between 5 to 15 3 months 3%
1 month 4.5%
Table 3

Place

Placement of our products to targeted segment areas are some different from each
other mostly their location is different but other factors listed below do not change
prominently that includes the following factors;

1. location
2. channels
3. transportation
4. inventory

1. Location

Our product for student segmentation is available in following areas of Lahore;

 Pace (near Hafiz Centre)

 Liberty Market
2. Channels

Our main channels of distribution are;

 Outlets
 Retailers

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3. Transportation

Steph J jeans have their own trucks and pick ups which deliver goods from factory to
the outlets. Logo and designs of Steph J Jeans Company is printed on them and they
are well decorated and can be identified easily.

4. Inventory

We have two special department stores where we hold our products. These stores are
kept with great care and are well guarded to avoid theft and stealing. Special cameras
are fitted with audio / video recording bands and sensitive alarm systems, and are
monitored by the plant 's computers, operators and technicians.

Promotion

Advertisement & Publicity:

STEPH J JEANS will use well-known showbiz stars, models, singers, athletes and other
celebrities to advertise its products.

STEP J Jeans will place bill boards at all well-known locations and roads. In mass
marketing, bill boards are also very effective. As our company wants to do mass
marketing to quickly and efficiently spread its products all over Sri Lanka and finally go
around the globe. Our company will sponsor various television and fashion shows in Sri
Lankan at various locations and cities. Our advertising will heavily encompass
broadcast media.

We will advertise our ads heavily in the Television

The advantages of advertising in the Television are:

1. Good mass-marketing coverage

2. Low cost per exposure
3. Combines sight, sound, and motion; appealing to the senses
We will send exclusive styles and designs of our products to the showbiz industry for
wearing in various movies or television shows etc. and are therefore able to advertise
our products in a nice way through them. Magazines are also on our preference, as they

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are also an efficient and effective source of customer attraction. They have a lot of
advantages as:

1. High geographic and Demographic selectivity

2. Credibility and prestige
3. High-Quality reproduction
4. Long life and good pass-along readership

Initially we will do a mixture of Informative and Persuasive advertising. Because through

Informative advertising we will:

1. Communicate customer value

2. Tell the market about our new product
3. Explain how our product works better
4. Describe our available variety
5. Correct false impressions of the people that Sri Lankanproducts are
of low quality and are not reliable
Sales Promotion

Our business would give our consumers short term offers to lure them. For example, if
there is a need for sales promotion then customers will be given T-Shirt/Caps, etc. with
their jeans to buy jeans that they may be attracted to come back.

Public Relations

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We will start campaigns to remove this misconception that products from Sri Lanka are

of low quality and can not compete with products from outside the country. Steph J

Jeans will be inviting famous singers and organizing musical competitions in some

places where people can participate, sing songs and cash prizes are available to the

winners.

8. Marketing Mix for business men segment

Product

1. Variety
2. Quality
3. Packaging & Services

1. Variety

This segment is very sophisticated and wears jeans in mostly common use and for
relaxation purposes. So on a large variety and other fashions these people don't think
too much about. The goods available for this category are very popular, and the market
for change and other fashions in jeans is much smaller. So this segment has Jeans
types,
 Straight cut
 Baggy jeans
 Easy wear jeans
 Roomy jeans
2. Quality

Since this segment is seeker of convenience and they rely on comfort. They are
demanding high quality. So this is the basic segment that we are aiming for in order to
offer higher quality. Some of the basic quality features made available to this segment
by the jeans are;

• Jeans color doesn't fade

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• Jeans fabric doesn't get rugged

• The quality of the fabric remains equal for more than 1 year

• Fitting the jeans makes our customers more comfortable

3. Packaging & Services

Jeans packaging for the professional and business men segment is made more
convenient and safer than the other segment which is more attractive. Thus the
fundamental difference comes from age , mental level and quality. Services made
available for this segment include;

 Different counters for dealing quality demanding people

 Home delivery services for the customer who demand mostly same type of jeans

Price

Pricing strategy for this segment is chosen as the "pricing strategy for market skimming"
These people don't give price weight but are more thoughtful about quality. The price of
a product comprises the following;

1. list price
2. Discounts & Allowances

1. List price

The list price of jeans for customers and retailers in the professional men segment is
given in following table.

Product Price for Customers Price for Retailers/ item

(Rs) (Rs)
Straight cut 2500 2350
Baggy jeans 2100 1950
Easy wear jeans 2800 2775
Roomy jeans 2300 2150

Table 4

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2. Discount & Allowances

Our loyal customers are given a membership card after certain purchase limits. That is,
there is a 7 per cent discount on each item. This discount is applicable to our existing
customers and not at the change of season.

Place

Following are the locations for this segment;

 Siddique Trade Centre

 Y-Block Defense
 Pace (near Hafiz Centre)

Distribution Channels

Marketing is virtually the same but the key change is that we rely more on our retailers
in non-Elite areas because they are a reliable source of marketing for our company. Our
main focus in Elite areas is our outlets.

Promotion

Promotion of our jeans for this segment is also same

7. Conclusion

Thus, through all of our review and clarification above, we infer that if a business wishes
to hit the heights of greatness, it must rely intensely and effectively on its consumers in
order to build greater consumer trust, loyalty and happiness & closely evaluate its
competitors' tactics in order to establish and utilize marketing tactics more effectively
than its competitors.

29
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