The Design Manufacture And Marketing Of New

The Design, Manufacture And Marketing Of New Brand Of Jeans Essay, Research Paper Contents Summary Introduction 1. The Operational Environment of Jeans Manufacturing Companies 1.1 The Structure of the Industry 1.2 Sales of Jeans Manufacturing Companies 1.3 Jeans Production in Greece 1.4 Sales of Jeans Importing Companies 2. Segmentation, Targeting and Positioning 2.1 Segmentation 2.2 Targeting 2.3 Positioning 3. Advertising Campaign Development 3.1 Target Audience 3.2 Campaign Objectives 3.3 Budget Setting 3.4 Media Selection and Planning 3.5 Advertising Development and Testing 3.6 Implementation and Scheduling 3.7 Evaluation 4. Sales Promotion Conclusion Bibliography Appendix Summary In this project the group is acting as a representative of Glamor Jeans S.A. clothes

manufacturer a company that is founded on January 2000, is based at London s industrial area and one of its branches is located in Athens and is involved in the design, manufacture and marketing of a new product: Glamor 4U Jeans. In the next pages details of the competitive environment in which the company operates are provided together with the indication by which the group conducted the segmentation, targeting and positioning in the clothes market and what the outcome of this process was. Finally, are provided information of designing and advertising campaign and details for the creative and media strategy through which the team supported the product launch. Jeans have been imported for the first time in Europe in 1960, by the manufacturing company LEVI STRAUSS & CO, in a

form of a very expensive product, dedicated to meet the needs of a few specific buyers. But as the years gone bye and especially during the 1970 s, jean clothes came out in a larger variety (trousers, shirts, skirts, jackets etc.) and started to address to a bigger part of consumers. Although the sales of jeans are loosing every year almost 5% of its market share, jeans remain all these years one of the main type of clothing Introduction The production of jean clothes possesses a large percentage of the Greek textile industry, which is one of the major parts of the Greek industry. The jean cloth made its first appearance at USA in 1853 with a brown color in order to meet the needs of San Francisco s workers. The manufacturer a Bavarian man called Levi Strauss at first used

different kinds of cover soft goods. Seeking of a new material, Levi Strauss found a strong cloth, which was coming from a small French town Nimes. It was known as serge de Nimes and this is where the name denim came from later. The jean clothes became well known in Europe during the 2nd World War through the American soldiers. They have been imported for the first time in Europe in 1960, by the manufacturing company LEVI STRAUSS & CO, in a form of a very expensive product, dedicated to meet the needs of a few specific buyers. But as the years gone bye and especially during the 1970 s, jean clothes came out in a larger variety (trousers, shirts, skirts, jackets etc.) and started to address to a bigger part of consumers. In this project the group is acting as a representative

of Glamor Jeans S.A. clothes manufacturer a company that is founded on January 2000, is based at London s industrial area and one of its branches is located in Athens and is involved in the design, manufacture and marketing of a new product: Glamor 4U Jeans. In the next pages details of the competitive environment in which the company operates are provided together with the indication by which the group conducted the segmentation, targeting and positioning in the clothes market and what the outcome of this process was. Finally, are provided information of designing and advertising campaign and details for the creative and media strategy through which the team supported the product launch. 1. The Operational Environment of Jeans Manufacturing Companies 1.1 The structure of the