Market Background

Marketing Plan

Marketing Communications

strategy

Media Plan

Sales Promotion Plan

Women’s apparel is the largest sector accounting for 35.1% of the value of clothing shipments in 1997.

Men a boys Women Children Others

1998

1997

Clothing Industry, Value of Shipments Share of Sub – Groups, 1998 and 1997

Manufacturing shipments of the clothing industry

in 1997 were valued at $6.9

billion

31.233.0

32.435.1

6.8

6.1

29.6

25.8

Market Size and

Growing

•World Jeans Market- 51.6$ Billion in 2007

•Expected to become 56.2$ billion by 2014

•Global demand growing at 5%, supply at 8%

•Global Denim fabric production in 2006 - 2.7 billion mtrs.

•Over 50 percent of denim production is based in Asia with

China, India, Turkey, Pakistan and Bangladesh.

•Between EU, US and China, 70% of world jeans consumption.

$

Market Segmentation in the

industry jeans is:

Jop Jeans take the market segmentation of jeans are demographic

factors, attitude towards fashion, type of activity, special circumstances

and life style, economic factors, brand awareness and preferences,

price/quality ratio, developments in styles and fashion, climate and

environment.

Casual Sport

Formal

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Competitor Analysis

High $

Low $

High QLow Q

M a rke t i n g P l a n

Target Marketing

Jop Jeans will be a product new on the

market for this reasons our strategy will be

market penetration. In addition, the

characteristics most important in our product

are as follows:

Versatility Comfort Design

soft denim and

seams that

allow more

movement.

models and

styles to suit

any occasion.

Perfect forms

that highlight

the female

figure.

ADVERTISING OBJECTIVES…

To impact the target market integrated for

women between

15 to 35 who seek comfortable jeans.

To signify Jop Jeans by quality of materials

and the variety of designs

Creative planCreative objectives

•To introduce Jop Jeans as the new style of Jeansin the Canadian market.

•To communicate that Jop Jeans offers versatility,comfort, and designs in their products.

•To inform that Jop Jeans has extensive designsincluding innovation and comfort.

•To position Jop Jeans as a brand leader on themarket.

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Key Benefit Statement

Tag Line

“If we can get her this gorgeous, imagine what we can do for you.”

Sales Promotion Plan

Co

nsu

me

r p

rom

oti

on

Ob

jec

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Promotion Strategy

In the firs place,

focuses in our

promotion that will

have two strategies pull

and push. Both

elements encourage

trail purchase. The

primary medium

chosen is TV, with the

secondary media being

print, interactive

communications andradio.

Promotion Execution

We will spend on backlit outdoor billboards for 4 months and exterior kings and interior transit

advertising for a period of 8 weeks.

TV advertisements will consist of

conventional national networks (CTV,

CBC, Global) and specialty channels,

making three, 40 second commercials,

purchase a 12 week campaign on Prim

Time TV and 16 weeks on specialty

channels such as MuchMusic, and others.

TV

. .

Jop Jeans will make on three ads placed in 3

General Interest magazines for 3 months.

M a g a z i n e

Internet banner ads that are browsed

by the target consumer for a

period of 2

months.

Inte

rne

t

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Between my jeans and

me there are not

nothing!

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