Marketing Planning and Application
To be submitted by groups before finals
Group Project
Presentation: 8th Jan 2022
Marking: Individual
Dressing: Formal
Aims & Objectives: This project is designed to check your basic understanding of MM applicable to various
situations at different levels of organizations. It is expected to develop an overall view of marketing
Management processes and acquire a synthesizing framework, which will help in systematic analysis of
day-to-day situations in market. The project is intended to prepare the students for different functional areas
of MM like customer analysis, Value Management, Marketing and Communication as well as to equip them
with a broad perspective for reintegration of those functional areas in marketing Management.
Task: Detail presentation on any 2 brands of same Category (one local one international) along with the
comparison of their marketing strategies.
Project: You are supposed to think of 2 brands of same category (one local, one international). And
compare their marketing strategies and suggest the weak brand tactics to improve their brand presence in
market. Also create a TVC to relaunch the weak brand
The following ideas may work as guideline for though:
o
Work Experiences: Working students can reflect on their job & work experiences. They can think
critically & reflect at any practice or process at their jobs, which, they feel is not delivering results and
should be improved/ changed. This is something which has maximum chances of stimulating you.
o
Marketable: You can identify any project which you think can make your CV more marketable for job
hunt.
o
Promotion/ Growth at jobs: Areas which can be beneficial at present jobs or help you grow
professionally.
Consider it a feasibility report. Manifest that you have examined and practically applied all MM Concepts
studied so far. You will be asked questions during your presentation in an attempt to ascertain if you have
understood all those concepts.
The following MM Concepts must be addressed in your Project Presentation. Please note that you do not
have to confine yourself to these guidelines, these are mere guidelines only for your facility:
International Business Plan
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9.
Company/brand Description
Market Analysis (factors and Strategies)
Designing, delivering and communicate customer value
Market segmentation
Service or Product Line
Marketing (4 Ps) & Sales
Crafting brand positioning
Introducing new offering and strategies
How weak Brand Stand Out in market
Marks Distribution
Attributes’
Marks
Presentation
Presenting style/ confidence
Formal dressing
Application of the subject on your brand
Understanding the MM concept
Re-launch of dead brand
Brands selection
5
2
2
5
5
5
1
TOTAL
25
Levies
Outfitters
Product strategy:
Product strategy:
The brand has gained a loyal customer base
with Levi’s jeans over several years. This is
because Levi’s makes sure that customers get
so used to the pattern, class, and reliability it
offers that they do not wish to switch to any
other brand.
About 30 steps are involved in the
manufacturing process of Levi’s jeans which
tells you the immense manufacturing skills
that go into the making of the product.
Unique design, dual seam durability, fivepocket convenience makes Levi’s stand out
among its competitors.
Although colour variants like khaki, black,
grey, green have received recognition over the
years, Levi’s classic blue jeans are its most
stand-out product in the Product Mix of
Levi’s. Its jeans come in several fits: taper,
slim, boot cut, skinny, flare, relaxed, and big
and tall. Every pair of jeans has a uniquely
identifiable 3-digit number series namely
from 500s, available for men and women to
300, 400 available for women. The company
has a diversified portfolio of products ranging
from jeans, trousers, shorts, skirts, jackets,
sweaters, socks, underwear, belts, skirts,
dresses, accessories, jumpsuits and a big and
tall range.
Outfitters is one of the leading apparel and
clothing brands in Pakistan. The company has
a diversified portfolio of products ranging
from jeans, trousers, shorts, skirts, jackets,
sweaters, socks, underwear, belts, skirts,
dresses, accessories, jumpsuits and a big and
tall range. The Jeans come in a variety of fits:
Skinny, Slim, Taper, Boot cut, Relaxed, Flare
and Big and Tall. These products are
categorized into Men’s wear, Women’s wear,
Mena’s Jeans, Women Jean’s, and Tailgate.
Outfitters design their merchandise which is
then manufactured in outsourced factories
mostly based in Karachi & Lahore. Deploys
strict quality control inspection at distribution
center for incoming merchandise shipment
and at manufacturing facility to identify
quality issues prior to shipment.
Price Strategy:
Pricing Strategy:
The company has a policy of maintaining
standard pricing all over the world. Their
pricing is mid-ranged which can be afforded
by middle-class and upper-middle-class
sections.
Owning to a brand being an established
player, price segmentation is a risky strategy.
Levi’s jeans price is influenced by numerous
factors like affordability for target customers,
cost & demand of the product, and its famous
features & uniqueness.
discrimination policy in various countries
which means they sell the same product for
different prices in different countries.
Levi’s always on sale it’s give 70% discount
on various products.
Outfitters stands for providing quality and
trendy products at affordable pricing. Thus,
standing by its motto it does a balanced
pricing in its marketing mix of its product.
The company follows product line pricing
thus segmenting its product into opening
priced tier, mid-priced tier, and high-priced
tier. Outfitter’s strategy is not to give heavy
discount on clothing as it changes the
perception about the brand in the consumer
mind space and they do not want to pay the
full price forcing drastic discounts as a norm
for the brand. Outfitters provide clearance
sale regularly where it does provide slight
discount for eliminating excess inventory.
This helps company in stocking less thus
bringing overall inventory management cost
down.
Placement Strategy:
Placement Strategy:
Levi and Co.’s operation takes place in 3
main geographic divisions: Levi’s Strauss
Asia, Levi’s Strauss Europe, and Levi’s
Strauss America. The main headquarters of
Levi’s is in San Francisco. Operations of
Middle East Asian regions like Oman,
Kuwait, United Arab Emirates, and Qatar are
also managed under Asia-specific divisions.
An effective and efficient delivery and supply
chain is maintained by the company via an
innovative franchise model, duly formed
distribution chain, and competent staff. They
give customers different buying options from
the various present distribution channels,
including franchisee-owned retail outlets and
showrooms.
Presently, Levi’s has 15000+ franchise stores
and around 3500 outlets all around the world.
It is present in about 1500 stores across India
which comprises 400 multi-brand outlets and
exclusive stores like Lifestyle and Shoppers
Stop.
Outfitters has retail stores located in
shopping malls, lifestyle centers and street
locations in all major cities of Pakistan. As of
2018 Outfitters has over 81 stores in these
locations. The brand manages efficient and
effective supply chain and delivery through
its well qualifies staff, distribution channel
and a unique franchise model. A pair of jeans
from Outfitter’s can be brought from a
number of different distribution channels.
These include factory owned showrooms and
retail outlets which are franchise owned.
Promotion strategy:
Promotion Strategy:
Levi’s uses all kinds of media for its
promotional activities like TV, newspaper,
and magazine. The company is also present
on different social media platforms to
increase its reach. They have launched
different campaigns and have their own
company song as well.
While trying to market itself to youth, Levi’s
always tends to take care of the aspects of
individuality and uniqueness, established by
the “Be Yourself” campaign that received a
lot of appraisals. Levi’s organized public
exhibitions in Europe to not only majorly
promote itself but also to trace its
development from almost 150 years back.
As a part of the promotional efforts of the
brand, Levi’s introduced an environmentfriendly “smart jacket” with waterless
technology a few years ago. In Pakistan, with
the help of newspaper print ads, internet,
billboards, television ads, hoarding, and
through brand ambassadors. Levi’s has found
a huge audience to cater to.
Outfitters follows 360-degree integrated
marketing plan which include advertising
using commercial, advertising on mobile
phones, and using social media partners for
promotion of brand. Outfitters uses real life
stories and models to bring authenticity to its
fashion wardrobe offerings. Its ad not only
feature women but also focus on men clothing
which most of the competitors do not focus.
Given, the trendy teen segment it targets the
variety becomes a key factor for the
preference of clothing brands like Outfitters,
hence to keep strong its brand perception
Outfitters focuses on increasing the variety
and latest fashion contents in each consumer
segment offerings. Outfitters spends on CSR
activities to build relationship with
community. It uses social media platforms
like Facebook, Instagram to advertise its CSR
activities. Outfitters awards which recognizes
and displays amazing achievement of
suppliers and contractors in clothing industry
builds its bond with designers stronger and
create a buzz which influence brand recall in
consumer mind space. Hence, this completes
the marketing mix of Outfitters.