Launching The New Engineered Jeans Essay -- Business and Management St

Launching The New Engineered Jeans2.1 IntroductionThe outline bellow gives an overview of the new engineered jean thatLevis will be launchingProductA top-end Jean in straight amputate that is fits snugly and is flattering,well cut using the engineered technologyPrice90Target Segment means conscious female18-35yrs2.2 Objectives of the Launch============================* Break into Womenswear Market* Re-launch Engineered technology to emphasize fit* Make consumer aware of new product* Increase sales of engineered Jeans2.3 The Marketing mix2.3.1 SegmentThe Womens market has been the by cold the strongest sector in termsof increased sales since Jeans sales began to boom out in 2001 (seeappendix E), this trend is expected to continue into 2007 (Mintel,2003). After the manful orientated anti-fit campaign, now is a good timefor Levis to turn their assistance to the female market.The number of 15-24 year olds in Britain has already increaseddramatically and is expected to grow by aro und 7% by 2007 (Mintel,2003 gibe Appendix D).At present Levis do not know our having problems reaching the youngerfemale customer (Foster, 03/2004). If Levis can bring on into thismarket it will generate a significant increase in sales.2.3.2 ProductIn a recent poll on hanbag.com the jean Diva look, Jeans teamedwith a sexy top and high heels, was voted the most pop by thewomen who voted (www.wgsn.co.uk, 10/1...