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Company Case : Mavi Jeans : Jeans that fit

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by

eycah zainy

on 7 October 2013

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Transcript of Company Case : Mavi Jeans : Jeans that fit

ABOUT...
Company Case : Mavi Jeans : Jeans that fit
COMPANY CASE : MAVI JEANS : JEANS THAT FIT
BY : SITI NUR AISYAH BT AHMAD ZAINY
NURFARAHIN BT JOHARI
NUR FADHILAH DIANA BT MOHD DAHALAM
NORAMIRAH AHMAD ZAINY
NOR SYAZANA BT AZHAR
NURHANANI BT AHMAD ROFAIE
1.) What factors contributed to the success of Mavi jeans ?
Easy to reach because they open their stores in many major city and available at more than 400,000 points of sale worldwide.
High quality denim and gained huge visibility.
Transferred the menu concept to fashion
Always chasing new ideas
Not just comfortable but also fashionable and always follow the current trends.
Not just fitting bodies of customers but their lifestyles as well.
Keeping its price low but high quality.
1.0 BACKGROUND OF THE MAVI JEANS
 Discovered in 1991, by Sait Akarlilar
 Means ‘blue’ in Turkish
 They achieve their motto that was create in 1999 “we’ve gone too far”, because they become one of the well-known international jeans brand
 Sell products at specialty stores, department stores and chains at 50 countries
 Have more than 280 full operate retailers
 At 2012, they reached $ 300 million and grow 30 percent every year
 1984:
 Mavi been a private manufacturing label
 By create a high-quality denim and a fashionable design, this company become famous at Turkey
 Mavi was first introduced at Europe in 1994
 1996:
 Turkey and the European Union (EU) make an custom union agreement and open an opportunity for the company in EU countries
 Mavi replaced Levi’s as the number one brand in Turkey
 They build the largest jeans production at Istanbul, Europe
 The company entered the North American market, and target on fashion-conscious buyers which is a challenging move
 They get a big attention from Chelsea Clinton, Cher and some MTV hosts
 2001:
 They take the first move that ever made in the business industry, by change the menu concept to fashion
 This gave the customers the choice to order outfit combinations from menus
 2006:
 The Style & Design edition of Time magazine label Mavi as one of the “best 16 global jeans brands” and because of the “likes” in social media, cause them to get rank as number 8 in global jeans brand

2) How would you define the company's target market? What is the current positioning strategy? Briefly explain what is 4Ps.
Definition target market
Is a group of people/organization for which an organization designs, implement & maintain a marketing mix intended to meet the needs of group resulting in mutually satisfying exchanges. For the Mavi jeans more focus design their products for women and also use someone popular to make other people know about their products.
3) What are customers of Mavi actually buying ?
4) How do you evaluate the "menu" approach?
The “menu” service that was provides by Mavi, was the first that had ever been done in the business industry. The Mavi’s change the menu concept that was literally used in fast-food restaurant and use it into their fashion world to attract more customers. This change creates an alternative way for their consumer to buy already-paired jeans easier, without having to go to the clothes shop to buy the product they want. The customer only needs to order the apparel they want, similar to the way they order fast-food and choose what kind of design that they prefer. They will also be served by salespeople that dressed similar to service providers in a fast-food restaurant.
5) What recommendations would you make to help Mavi keep up the brand image and enhance the connection to the target market ?
Recommendation that can help Mavi keep up the brand image :
Always keep the low price
Always fixed the quality of the product
maintain a good relationship with the customers
be a sponsor at a major event
make 'Year End Sale' promotion
because they want to buy jeans, shirt and shoes
because it is high quality
not only comfortable but also fashionable
customers will choose the best for complete their lifestyle.
The current positioning strategy
product differentiation is a positioning strategy that many firm use to distinguish their products from these competitors.
The current marketing strategy positioning that Mavi jeans use is become number one jeans product. Mavi jeans also compare their product with Levi's brand. Mavi jeans use denim quality and the special style requires additional processing & handling, which can actually cost more than fabric itself .
Enhance the connection to the target market:
Make a social network to get closer to the customer
encourage customer to provide feedback regarding employee
ensure keep customer satisfy with their product
Mavi Jeans 4P's
PRODUCT
classified in group "Durable goods" because normally survive many years usage.
TYPE OF PRODUCT :
consumer products
PRODUCT MODIFICATION :
Quality modification & style modification.
PRICE
low price but high quality
PLACE
geographical : Open many outlets at big city around the world
PROMOTION
use advertising campaign & celebrity to promote their brand.
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