7ps of ckj
TRANSCRIPT
7ps of Calvin Klein Jeans Electra Bellou
Digital & Social Media
Industry: Apparel & FashionHeadquarters: United States
Calvin Klein Jeans Size: 1001-5000 employees
Introduction
Calvin Klein Jeans is one of the Calvin Klein Inc. brand offers men’s and women’s clothing and
accessories
Product
Brand Name: Strong Brand Name
Quality: Superior & GoodStyle: Modern & Minimalist
CKJ uses Fashion shows to launch its collection to the press
Focus age: 14-25Sex: Female & Male
Spring/Summer 2015 Runway ShowAutumn/Winter 2015 Fall Show
CKJ-Perceptual Map
PlaceThe brand is stronger, but requires investment
in property, stock and sales people
Calvin Klein Jeans official web site: The product is more comfortable and delivered with means of transport
Over 700 free-standing stores around the world
CKJ STORE
CKJ official web site
Promotion
Online: http://explore.calvinklein.com/en_EU/
Magazines: Ellie, Vogue
Advertising
Fashion Shows: Fall Show, Runaway ShowPeople: Lara Stone, Justin Bieber
Justin BieberSpring Campaign 2015
Social MediaCalvin Klein Jeans represent originality and creativity. This has been recognized, as Calvin Klein received the #9 ranking on L2's Digital IQ Index: Fashion in 2013. “Show yours. #mycalvins"
Price
Calvin Klein Jeans Diesel
Pricing Strategy
There is a relationship between Calvin Klein Jeans quality and price:
Diesel uses a model based on premium pricing:
High Price -> Superior QualityAbove Average Price-> Good quality.
The price of Diesel product is higher than similar product
PeopleStaff
Customers
Passionate & Intelligent Modern & Minimalist outfit Best Services & loyalty
Teenagers & Men & Women Fashion conscious people Minimalist Style
Physical evidenceClean lines & natural materials (wood)
CKJ Store :
CKJ official WEB Site:
Comfort & functional
Fancy looking webpageComfort to useUpdate of the latest CKJ products
Expressing the modern lifestyleStaff dress code modern & minimalist
Online ordering serviceEasy to find the clothes that you wantYou can see CKJ Video Campaigns and Fashion Shows
Placed in malls for better access Shopping bag has the CKJ logo
ProcessCKJ Offline Store
CKJ Online Store Accessibility day-nightCompetitors are one click away
Major cost, especially for high quality retail space
Easy street address to be foundConvenient customers accessLocator
Locator
Construction
Construction Variable cost
Conclusion
J JBrand that appeals to the youth market Modern and minimalist product
Excellent quality & style
Calvin Klein develop a vision of the customer’s need and want
Best services to its customers
Conclusion
J J
J J
Calvin Klein focused much of his attention on marketing and advertising. He believe that it’s necessary to spend money to appeal to your customers and bring their spending to you. As we see Calvin Klein Jeans continuing global growth and high profile in fashion because of the right balance of the 7ps of the marketing mix
Reference Zeithaml, V. (1998) 'Consumer Perceptions of Price, Quality and Value: A Means-End and Synthesis of Evidence', Journal of Marketing, vol. 2-22, July.
Aaker, D. (1996) 'Building Strong Brands', The Free Press.
Britney, M. (1992) 'Servicescapes: The Impact of Physical Surroundings on Customers and Employees'', Journal of Marketing, vol. 57-71, April.
Booms, B. and Bitner, M. (1981) 'Marketing Strategies and Organisation Stuctures for Service Firms'', Special Educators.
Zeithaml, Parasuraman V., , A. and Berry, L. (1985) 'Problems and Strategies in Services Marketing', Journal of Marketing, vol. 33-46, p. 49.
BURNSIDE VILLAGE. (2015) BURNSIDE VILLAGE .[Online], Available: http://www.burnsidevillage.com.au/stores/calvin-klein-jeans (Accessed: 22 February 2015)
Fashion Way. (2015) Fashion Way [Online]. Available: www.fashionway.gr. (Accessed: 22 February 2015)
Mike DuBose (2015), 20 Feb, [Online], Available: http://www.mikedubose.com/posts/calvin_kleins_business_wisdom_and_what_we_can_learn_from_it/. Calvin Klein (2015), 20 Feb, [Online], Available: http://explore.calvinklein.com/en_EU/