Business studies project Marketing management (JEANS) Delhi publicschool! Acknoledgement !

ould like to thank m" thank m" business studiesteacher Mrs# SopillaNile $or helping me out ith m"
selection $or theproject# She also helpedme ith ideas and concepts $or the project# M"parents ho
encouraged me and helped $inding the details and pro%iding meith contacts and helpingme ith the
$ield reports# M" $riend& ishari hoga%e me ideas $or m"product and ould discuss and sol%e m"
probleman"time# !ntroduction Jeans are trousers 'http())en#ikipedia#org)iki) *rousers+made $rom
denim 'http()) en#ikipedia#org)iki)Denim + or dungaree 'http())en#ikipedia#org)iki)
Dungaree,($abric)+cloth# -$ten the term .jeans. re$ers to a particular st"le o$trousers called
.bluejeans. and in%ented b" Jacob Da%is 'http()) en#ikipedia#org)iki)Jacob,Da%is,(in%entor) + and
/e%i Strauss 'http())en#ikipedia#org)iki) /e%i,Strauss+in 0123# Starting in the 0456s& jeans&
originall" designed $orcobo"s& becamepopular among teenagers 'http())
en#ikipedia#org)iki)*eenager +& especiall" members o$ the greaser 'http())en#ikipedia#org)
iki)7reaser,(subculture)+ subculture# Jeans ere $irst designed as durable trousers $or$arm orkers
and miners inthe states o$ the American est# A Ne%ada tailor&Jacob Da%is& had the ideao$ using copper
bolt sat the corner o$ the pocketsto make them stronger# *he" became popular instantl" and soon
man"people bought them# Although Da%is kne that he had a great producthich man" people anted
tobu"& he didn8t ha%e the mone" to patent it# 9easked /e%i Strauss& hosupplied him ith cloth& to help
him out# *he toorked together and started making jeans out o$ denim& hich as morecom$ortable
and could beeasil" stretched# !t also became so$ter as it gotolder# *he" ere d"edith indigo because it
did not go through the clothlike other d"es do# !nitiall"& jeans ere simpl" sturd" trousers orn
b"$actor" orkers'http())en#ikipedia#org)iki) :orking,class+# During this period& men;s jeans had
the <ipperdon the $ront& hereasomen;s jeans had the <ipper don the right sideA$ter James Dean
'http())en#ikipedia#org)iki) James,Dean+populari<ed them in the mo%ie =ebel ithout a
>ause'http()) en#ikipedia#org)iki)=ebel,:ithout,a,>ause +& earing jeans became a s"mbol o$
"outh rebellionduring the 0456s# Becauseo$ this& the" ere sometimes banned in theaters&restaurants
and schools# Duringthe 04?6s the earing o$ jeans became moreacceptable& and b" the 0426s it had
become general $ashion in the @nited States $orcasual ear# !n 0115& jeans could be bought in the @S
$orA0#56 #*oda"& a pair o$durable jeans can be purchased in the @nited States$or about AB6#
Denimre$ers to the $abric and Jeans re$ers to pants madeout o$ denim# So actuall"& Denim can mean
either pants& skirts&jackets# Jeans meanspeci$icall" denim pants# 0# /e%i Strauss /e%i Strauss C >o#
also knon as/SC>- or simpl" /e%i8s isa pri%atel" held American clothing 'http())
en#ikipedia#org)iki)>lothing +compan" knon orldide $or its /e%i;s brand o$
denim'http())en#ikipedia#org)iki)Denim + jeans 'http())en#ikipedia#org)iki)Jeans +# !t as
$ounded in 0123 hen /e%iStrauss 'http())en#ikipedia#org)iki) /e%i,Strauss+came $rom
Buttenheim'http()) en#ikipedia#org)iki)Buttenheim + & Ba%aria
'http())en#ikipedia#org)iki)Ba%aria +& to San Drancisco'http())en#ikipedia#org)iki)
San,Drancisco+& >ali$ornia to open a est coast branch o$ hisbrothers; Ne Eork dr" goods 'http())
en#ikipedia#org)iki)Dr",goods +business# !n 0123 /e%i Strauss and tailor Jacob Da%is recei%eda
@#S# patent to makethe $irst ri%eted men;s ork pants out o$ denim( the$irst blue jeans# *heprice range(F
Deni<enF 0644 to rs# G444 S"kesF rs#3666 to rs# 4666 Harent >ompan" /e%i8s Strauss and >o# >ategor"
Apparel and Accessories Sector /i$est"le and =etail *agline) Slogan 7o DorthI /e%is# -riginal jeans#
-riginal peopleI Ast"le $or e%er" stor"IJualit" ne%er goes out o$ st"le @SH -ldest Jeans Brand "et
modern# ( cur%e !D&aste'less) Segment @pper class and @pper Middle >lass *arget 7roup Heople
ho ant a blend o$ st"le and >om$ort Hositioning -utgoing and st"lish Kualit" jeans Strength
0#Strong Brand Name and popular topFo$FtheFmindbrand G# ELpertise in Jeans !ndustr" 3# Distribution
>hannels and 7lobal -utsourcing B# 9as o%er B26 sel$ operated stored globall"managed b" 0?666M
emplo"ees5#/e%i8s marketing includes retro popular songs inits *N> ad campaigns?#-%er ?6 and G5
manu$acturing plants in @S andabroad respecti%el" :eakness 0#9igh Hressures o$ Brand Hrotection G#
!ncreasing competition means limited scope $orgroth G# Hepe jeans Hepe Jeans /ondon is a
denim'http())en#ikipedia#org)iki)Denim + and casual ear 'http())en#ikipedia#org)iki)
>asual,ear+jeans brand that as established in the Hortobello =oad 'http())
en#ikipedia#org)iki)Hortobello,=oad +area o$ /ondon 'http())en#ikipedia#org)iki)/ondon + in
0423# Drom its originsas a tin" market stall to more than hal$ a @S billiondollar brand& Hepehas
trans$ormed itsel$ into a Jeansear label $oundthroughout Europe'http())en#ikipedia#org)iki)
Europe+ # !n 0423 it as originall" just a eekend road sidestall on the Hortobello=oad Market
'http())en#ikipedia#org)iki) Hortobello,=oad+located in est /ondon established b" three brothers(
Nitin Shah&Arun Shah and Milan Shah#Nitin and his to brothers later started their oncompan"
Sholema" /tdtrading& as Hepe Jeans# *he brand as named.Hepe.& because it as a short ord that
could be ritten ithout much trouble#Hepe Jeans as launched in!ndia
'http())en#ikipedia#org)iki)!ndia +in 0414# *he brand is currentl"a leading pla"er in the premium
jeans and casualear segment& enjo"ing amarket share o$ more than G5 percent# *he pricerange( starts
$rom rs 444to rs 3G44# Harent >ompan" Hepe Jeans !ncorporation >ategor" Apparel and accessories
Sector /i$est"le and =etail *agline) Slogan Hepe Jeans /ondon @SH A brand& hich is reall"
inno%ati%e& st"lish changingith %ariet" at ana$$ordable price# (animal prints & adults and
childrensection& seasonlooks) Segment Men and omen ho like contemporar" st"le o$$ashion ith a
rebelliousattitude# *arget 7roup Eoung urban Men and omen $rom the uppermiddle class Hositioning
Hepe Jeans is a premium and international brand&hich houses casual earith a heart o$ /ondon in it#
Strength 0# Hepe Jeans is present o%er 066 countries andemplo"s more than 5666emplo"ees all o%er the
orld# G# *he brand had a di$$erent %ie o$ selling jeansand as against hangingthem and e%en $ought
ith the retailers to changethis $ashion& hich as abig hit# 3# *he brand has entered the elite segment
o$ thetop $our denim producersin the orld# B# *he brand has signed international celebrit"brand
ambassadors hichenhances the brand eKuit"# :eakness 0# >onstantl" changing $ashion trends
meansin%entor" issues G# *he brand has se%eral competitors hence highbrand sitching 3# /ee /ee is
an American brand 'http()) en#ikipedia#org)iki)Brand +o$ denim 'http())en#ikipedia#org)iki)
Denim+jeans'http())en#ikipedia#org)iki)Jeans +& $irst produced in 0114 in Salina& Oansas'http())
en#ikipedia#org)iki)Salina&,Oansas +# *he compan" is oned b" ND >orporation'http())
en#ikipedia#org)iki)ND,>orporation +& the largest apparel compan" in the orld# !tsheadKuarters is
currentl" in Merriam&Oansas 'http())en#ikipedia#org)iki) Merriam&,Oansas+& just outside o$ Oansas
>it"& Missouri 'http())en#ikipedia#org)iki) Oansas,>it"&,Missouri+# *he compan" states that the"
are an internationalretailer 'http())en#ikipedia#org)iki) =etailing+and manu$acturer o$ casual ear
'http()) en#ikipedia#org)iki)>asual +and ork ear 'http())en#ikipedia#org)iki) :ork,ear+and
that the" ha%e more than B66 emplo"ees in the @nited States#
!nAustralasia'http())en#ikipedia#org)iki) Australasia+& the brand is oned b" Haci$ic Brands 'http())
en#ikipedia#org)iki)Haci$ic,Brands +since G662# *he compan" as $ormed in 0114 b" 9enr"Da%id
/ee 'http())en#ikipedia#org)iki) 9arr",Da%id,/ee+as the /ee Mercantile >ompan" at Salina&
Oansas'http())en#ikipedia#org)iki)Salina&,Oansas + producing dungarees 'http())en#ikipedia#org)
iki)Jeans+and jackets'http())en#ikipedia#org) iki)Jacket + # Hrice starts $rom( rs 0444 to rs# G144
Harent >ompan" ND >orporation >ategor" Apparel and accessories Sector /i$est"le and =etail *agline)
Slogan A /ee is "ouI A /ee Dont /ieI -n the moment @SH A compan" hich has rich heritage&
!nno%ati%edesigns and sociall"responsible organi<ation#( $it $inder& %ibrant colorso$$ered & $or roughuse&
clearance o$$ers) Segment Men and :omen ho ant to ear st"lish andinno%ati%e jeans at
ana$$ordable price# *arget 7roup Eoung urban men and omen $rom the uppermiddle class Hositioning
A st"lish brand ith a sport" look ith an Americanimaginer" to the brand# Strength 0# *he brand has
o%er 066 stores all o%er the orldand emplo"s o%er 566people in the @SA#G# *he brand has been
knon as one o$ the topjeans producers all o%er theorld# 3# *he brand is knon $or its inno%ation
throughout the centur" and knon$or in%enting the <ipper $l" jeans#B# /ee as one o$ the $irst jeans
brand to startad%ertising throughtele%ision and has continued eLtensi%e ad%ertising throughout#
:eakness 0#*he brand has not established itsel$ in the eFcommerce arena that ell inAsia here the
brand has a signi$icant marketshare#G#*he brand has had problems in distribution o$ theupdated stocks
in parts o$ Asia and Europe# B# :rangler :rangler is an American manu$acturero$ jeans
'http())en#ikipedia#org)iki)Jeans +and other clothing items# *he brand is oned b" the
ND>orporation'http())en#ikipedia#org)iki) ND,>orporation+& ho also on /ee& Jan Sport 'http())
en#ikipedia#org)iki)JanSport +& and *he North Dace 'http())en#ikipedia#org)iki)
*he,North,Dace+& among others# !ts headKuarters is in donton 7reensboro& North>arolina
'http())en#ikipedia#org)iki) 7reensboro&,North,>arolina+in the @nited States
'http())en#ikipedia#org)iki) @nited,States+& ith production plants in a %ariet" o$
locationsthroughout the orld# :ranglerJeans ere $irst made b" Blue Bell& ho acKuiredthe brand
hen the" tooko%er >ase" Jones in the midF04B6s# Blue Bellemplo"ed Bernard /ichtenstein 'http())
en#ikipedia#org))indeL#phpPtitleQBernard,/ichtensteinCactionQeditCredlinkQ0+ (;=odeoBen;)& a
Holish tailor $rom RSdT 'http()) en#ikipedia#org)iki)U>5U10U>3UB3dU>5UBA+ho orked
closel" ith cobo"s 'http()) en#ikipedia#org)iki)>obo" +& to help design jeans suitable $or rodeo
'http()) en#ikipedia#org)iki)=odeo +use Hrice $rom( rs# 0?45 to rs# 3G45 Harent >ompan" ND
>orporation >ategor" Apparel and Accessories Sector /i$est"le and =etail *agline) Slogan No matter
here the destination& here "our heartout @SH >om$ort and st"le at a$$ordable rates# (jeans andjackets
& dominated b"men section clothes& cobo"& rock cult cut) Segment >asual ear *arget 7roup Men and
omen $rom the urban upper middle class Hositioning *ough and rugged& lasting Kualit" Strength 0#
:rangler has a ide distribution channel# *he"sell their jeans at massmerchandisers such as :almart
and *arget# G# *he" also ha%e their on $lagship specialt"stores located at man" places 3# Strong brand
presence B# 7ood marketing and ad%ertising at stores andprint ads :eakness 0#>ompetition $rom
standalone specialt" storesmeans limited market sharegroth G# /ot o$ options a%ailable means high
brandsitching 5# Diesel Diesel S#p#A# is an !talian 'http()) en#ikipedia#org)iki)!tal" +design
compan"# !t is best knon $or luLur"& prVtFaFporter'http())en#ikipedia#org)iki)HretFaF porter+clothing
aimed at the "oung adult market# *he compan" isoned b" its $ounder =en<o=osso
'http())en#ikipedia#org)iki) =en<o,=osso+& and is based in the $ormer /a%erda
'http())en#ikipedia#org)iki) /a%erda+building area in Bregan<e 'http())en#ikipedia#org)iki)
Bregan<e+& northern !tal"# *he compan" as $ounded b" =en<o =osso in 0421#Diesel;s milestone
"earsinclude 0415& 0411 the hiring straight out o$$ashion college o$ eLFheaddesigner and >reati%e
Director:ilbert Das'http()) en#ikipedia#org)iki):ilbert,Das +& 0440 (beginning o$ the international
marketingstrateg") and 044? (openingo$ Diesel;s $irst $lagship store on Ne
Eork>it"'http())en#ikipedia#org)iki)Ne,Eork,>it" + ;s /eLington A%enue '
http())en#ikipedia#org) iki)/eLington,A%enue +) Hrice starting $rom( rs 144 to rs# G444 Harent
>ompan" Diesel S#p#A# >ategor" Apparel and Accessories Sector /i$est"le and =etail *agline) Slogan
Dor Success$ul /i%ing @SH >omplete li$est"le brand# (diesel black gold&55dsl) Segment Eoung men &
omen and children ho are %er"$ashion conscious *arget 7roup @rban upperFmiddle and upper class
Hositioning A complete $ashionable li$est"le brand Strength 0#A complete li$est"le brand knon $or its
luLur"and pretFaFporterclothing aimed at "oung adult marketG# *he eLclusi%eness strateg" hich sa
themintentionall" shrink $rom06666 points o$ sale 5666 points o$ sale 3# Strong ad%ertising strateg"
hich sees thembuilding stories aroundpictures#B#*he di%ersi$ication into other merchandise
likesunglasses &atches&per$umes& $ootear makes it a complete li$est"le brand5# 9as o%er G566
emplo"ees ser%ing in 16countries :eakness 0#*heir main product Diesel jeans is eLpensi%e andonl"
a%ailable to aselect $eG#Majorit" o$ sales re%enues come $rom designerjeans# A slight dip in
thedemand o$ it ma" see a major drop in sales 3#=eplica products and $ake imitation a$$ects brandimage
:h" ha%e ! selected this productP Jeans is $ore%er"one& "oung and old# !$"ou ha%e an innate e"e $or
$ashion& a jeanscompan" is one business "ou canstart# Onoing hat t"pes o$ jeans sell best#
Sur%e"&checking maga<ines to kno hat $ashion icons and celebrities ear&attending $ashion shos
to$orm netork ithin the industr"& and reading$ashion re%ies $or updates)are the knack # >ustomers
usuall" look $or st"le $irstthen narro it don to the color o$ their choice and the si<e that $itsthem#
Jeans is a hugetrend in noada"s as it is %er" com$ortable& durableand pre$erred b" man"people not
considering the age bar# *he productionand manu$acturing o$ jeans is also %er" eas" as no particular
license orpermission is to beobtained $or producing the jeans# (Dor setting up a$actor" or shoplicenses
and permission are mandator" in all thesectors)# -b%iousl" at the end there is a Kualit" check hich is
againmandator" in all goods a$tertheir production# *hus manu$acturing o$ jeans ispre$erred as not
man"legal restrictions are imposed and has a mass andgroing demand $or them# Nature o$ the product
Hroduct is an element o$ marketingmiL representing thetangible and intangible elements o$$ered to
thecustomer in order tosatis$" his need# Hroduct is the most %isiblecomponent o$ the marketing miL#
>ustomers do not bu" a product but ratherthe" bu" hat the productdoes $or them ( core& eLpected and
augmentedbene$its) Jeans is a tangiblegood ith associated attributes# Jeans is aconsumer good i#e it is
used b" the consumers directl"# !t is classi$ied as a shoppingproduct hich meansit is purchased a$ter a
comparati%e anal"sis o$Kualit" & price & arrant"etc# o$ competiti%e brands # *he manu$acturing process
A# Jeans8s manu$acturer'http())#$"jeans#com) +FFseing $actor" Dirst& seing $actor" must select
the rightdenim $abric& make man"pair o$ trousers leg& then send them to the ashing$actor" to check
theshrinkage rate# Second& to design or prepare theurgentl" needed accessories such as trade mark&
ashing mark& si<emark& printing&embroider"& etc# the less urgent ones can be doneneLt time# B# Jeans8s
manu$acturer 'http())#$"jeans#com) +FFEmbroider" and printing$actor"# A$ter the denim $abric as
selected& cra$ts$actor" must start tomake sample $or embroider" and printing tillappro%ed& then
immediatel"start production# ># Jeans8s manu$acturer 'http())#$"jeans#com) +FF>ra$ts $actor"#
:hen thejeans are seed& desi<ing $irst b" ashing plant&then cra$ts $actor" illtreat the jeans b"
monke" ash& sand blast& inkletreatment& etc# *hecra$ts must be the same as customer8s reKuirements#
D# Jean8s manu$acturer'http()) #$"jeans#com)+FF:ashing $actor" Jeans ashing is o$ critical
importance $or allthe ork& i$ thisis done success$ull"& the jeans are almost $inished# E# Dinal treatment
A through Kualit" check must beper$ormed a$ter the$inal treatment is $inished& $inal treatment are
leatherlabel stitching&ironing& ri%et punching& logo hanging& eLcessi%ethread cutting& packing& etc# $inal
treatment are done b" the seing $actor"or ashing $actor"# Di$$erent%arieties o$ jeans manu$actured
b" our compan" F =ight hand till F @sing uni$orm "arns& thisea%e is considered more rugged# F
/e$t hand till F *he ea%e runs diagonall"&resulting in a so$ter& lo$tier $eel# F =ing Spun Denim F
*he original denim $abric&hich is knon $or its characteristic slubs# F -penFEnd Denim F *he most
popular t"pe o$denim that results in a consistent "arn thickness# F Dirt" denim F Diller "arns are
bron (instead o$natural hich is o%en ith the indigo) hich gi%es the denim a.dirt". appearance
F Stoneashed F Most jeans toda" arestoneashed& but not in pumice stones like the original method#
No en<"mes&sand& ceramic balls and other methods gi%e jeans their orn look# F Dlares F Slim
through the legs& $laring right abo%ethe ankle FF to about an G0M inch opening# F Bellbottoms F Start
to $lare at the knee& resultingin a GGM inch leg opening# F Heg legs F ELtremel" narro leg opening
(%er";16s) F Boot cut F Slim through the legs& ith a slight$lare at the ankle to accommodate a boot
(about a 0?F01 inchopening) *he product starts $rom the range o$ rs# B66 $or thecustomers and goestill
rs# 0566 depending upon the cut& %ariet" andash o$ the denim# Branding Branding is a process o$
assigning adistincti%e name or a s"mbolto a product b" hich it is to be knon andremembered# *he
compan"8s brandhas been named as !NB-=N##!! as our compan" istargeting the masses o$ all income
le%els and ants our jeans to not just beused b" the urban crodbut also the rural crod and people
ithcomparati%el" less income as !ndiais a population ith 26U people situated in therural area# :ith
the production being in large scale the cost ill also(economicall") come don# As the compan" has
just started the productiontakes place in small scale# *hebrand name has been registered and so is
thetagline and logo## So $ortrademarks and branding o$ the jeans the abo%elogo is used# *he reason
behind the logo is that& blue is a uni%ersal color and%er" passi%e# E%enpeople ith color blindness can
identi$" it and thered implies that itruns in "our genes& "our blood# *he tagline jeans in"our genes
impl" that e%er" person can a$$ord and ear the jeansmanu$actured b" our compan"# :eould like to
make our jeans a part "oursel%es justas "our genes# -urmoti%e is to make our companies jeans popular
tothe masses at an a$$ordable rate ith the best Kualit" possible# Hroduct @sage( Ner" $reKuent use o$
the jeans on almost all o$ themajor occasionsincluding $esti%als& Harties& and other importantDesti%als
and E%ents# 9ea%il" used b" the school and college students#Hurchase !n$luence( Hurchasingdecision
making is based on indi%idual pre$erenceshich can lead to thesame product among other indi%iduals
as ell# Dorinstance i$ a "oungster purchase a particular brand o$ jeans he)she canin$luence his or
her$riends or relati%es to purchase the same product#:ord o$ mouth is also ane$$ecti%e means o$
promoting sales o$ an" product#/i$e St"le o$ the @sers( /i$e st"le does matter a lot on the purchase o$
aproduct# Dor eLample i$ astudent pre$ers jeans in his li$e st"le then hisob%iousl" his consumption$or
jeans is certainl" more than a person ho earsjeans occasionall"# Similarl" the social class le%el also
matters in thepurchases#*he upperclass usuall" go $or the Kualit"& $ashion and statushile the loers
aremore conscious to price# Market Attracti%enessDactors( Di$$erentiated cuts and st"les o$ inborn!!
Jeansallo us to pro%ide ahandsome look to our customers# *he compan" can make eLclusi%e designs
o$inborn!! Jeans $or shobi< and$ashion industr" and b" doing ad%ertising o$inborn!! Jeans through
actors# Hrice o$ the product *he term WpriceX denotes themone" %alue o$ a productor ser%ice# !t is the
amount o$ mone" the seller isasking $or the producthe o$$er $or sale or the amount hich bu"ers are
topa" $or it# Hrice is an important element in the marketing miL o$ a $irmand a$$ects othercomponents
o$ the marketing miL# *he price o$ theitem is di$$erent $or theholesalers and customers# >ustomers
commonl"bu" jeans in number o$ units but the holesalers bu" in bulks# A bulk o$ jeanscontains ten
pieces o$jeans# *he prices $or holesalers and customers areshon in the $olloingtable $or our main
products $or this segment# Hroduct customer retailer Bellbottom B66
3?6 Bootcut ?56 525 Dlarecut 166 266
Straightcut 466 0666 Bagg"jeans 0666 456 -ur
compan" hascomparati%el" %er" lo places as e $irst ant toestablish oursel%es inthe market b"
pro%iding our material to a lot o$people ho can connectith them# *he cost o$ production o$ basic
simple jeans in rs# 366# :e sellit to the retailers at a bit o$ higher amount ob%iousl"in order to incurthe
costs and the retailers sell it to the customers# *he prices charged b" the competitors are reall"high and
hence our pricesould in$luence the bu"ers and the consumers tobu" our product# !t isbasicall"
targeted $or all the income groups& so theprice is less ith an incredible Kualit" and $or dail" use# *here
is notmuch risk in%ol%edeither as jeans is ala"s in trend and the $ashion o$jeans ne%er $ades out#
Distribution o$ the product Hlace element o$marketing miL re$ers todistribution o$ products to make
them a%ailable tocustomers $or purchaseand consumption# Distribution is %er" important asi$ the
products are not distributed and are not made a%ailable to thecustomers at the right place&time and
Kuantit" the" ould not bu" the"products# :arehousing( goods are produced in $actories ona
continuous basis andthese are not sold immediatel" a$ter production#/ocation o$ arehouses $orstorage
o$ goods depends on the nature o$ theproduct# Since jeans are a necessit" idest possible distribution is
desirable#>hannel o$distribution( a channel o$ distribution is the route orpath along hichproducts $lo
$rom one point o$ production to thepoint o$ ultimate consumption or use# !t starts $rom producer
andends ith the consumer# -urcompan" has chosen the one le%el channel herethe manu$acturer
sells theproduct to the consumer directl"# *his channel hasbeen selected because it as it is the most
economical o$ all $or a ne entr"to the market# *hischannel does not reKuire the producer to
directl"search $or the customersat the same time a%oids o%erpricing as e are ane compan" and ant
to establish oursele%es# @sing the to le%el or threele%el ould be eLpensi%e$or a ne compan" as
longer the chain more ouldbe the price o$ theproduct to the customers# Hromotion o$ the product
Hromotion is the processo$ communication ith thepotential bu"ers in%ol%ing in$ormation&
persuasionand in$luence# !tincludes all t"pes o$ personal and impersonalcommunication ith
customers# =adio Ad%ertising A catch" jingle and Kuick tag line can enhance aradio ad;s
e$$ecti%eness#Matching the station "ou choose ith "our targetdemographic is ke"# !$ "ouant to reach
adults aged 35 to ?B& an adultcontemporar" station is a good bet# An alternati%e or urban station is good
to reach"outh aged 01 to GB# Door 9angers and Dl"ers >an%assing the neighborhood& placing $l"ers
inmailboLes or hanging ads ondoorknobs& is a good a" to target a speci$ic areaand to make sure
"ourpotential customers ha%e seen "our in$ormation#E%en i$ most homeoners ill discard the
in$ormation& gaining a hand$ul o$clients ma" be enough$or a positi%e return on the marketing
campaignin%estment# *he Hrint and 7raphic Arts Media Man" retailers pre$er ad%ertising in local
nespaperbecause it pro%idesmaLimum $leLibilit" in terms o$ budget& timing&coupon $eedback&
productand price miL# *he perception rate is high becausethe reader can get more than one impact $rom
the same message#