Principles of Marketing Mavi Jeans Case
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Q1: What factors contribute to the success of Mavi Jeans? The brand is easy to reach for customers because of their many points of sales, i.e. more than 4,000 worldwide. Their denim is of a very high quality. The most remarkable concepts is the menu concept. This was an idea comparable to modern fast food restaurants. Customers could chose entire outfits from a menu, and the staff was dressed as fast food employees.
The jeans are not only made to be comfortable and have a perfect fit, they also stay with the current fashion trends. Mavi jeans also aim to not just fit the body of customers, but also their lifestyle. Meanwhile, the company tries to keep its prices low, while still providing perfect quality.
Q2: How would you define the company’s target market? What is the current positioning strategy? Briefly explain Mavi’s 4Ps. A target market is a group of customers for which an organization designs, implements and maintains a marketing mix intended to meet the needs of the group resulting in mutually satisfying exchanges. Mavi jeans mostly focus on young women.
Mavi uses a value positioning strategy because they emphasize not only the importance of high quality and comfort, but also follow the current fashion trends by differentiating its product and brand image in several ways.
The four Ps can be defined as Price, Product, Promotion and Place (distribution). Mavi’s product is a consumer product. Their price is low compared to competitors and they distribute the product using their own stores or department stores worldwide to reach the customer. Mavi uses advertising and celebrity endorsements to promote their brands.
Q3: What are customers of Mavi actually buying?
The brand is built around the jeans culture and wants to give you the experience of Mediterranean feeling in fashion. Customers are actually buying an experience. When people buy a Mavi Jeans, they know that it is of good quality and a famous brand. People buy what those offers will do for them. The fact that you have jeans that are also loved by famous people may give you a happy/good feeling.
Q4: How do you evaluate the “menu” approach?
Mavi’s menu service was the first of its kind in their industry. The concept was similar to those used in fast food restaurants and the company used this uniqueness in fashion to attract more customers. This new way a customer could choose their clothing provided more convenience for them. They could choose an entire outfit at once, without going to a clothing store. The sales people were dressed in similar fashion to fast food employees.
Q5: What recommendations would you make to help Mavi keep up the brand image and enhance the connection to the target market? The recommendations that helped the Mavi brand to keep the brand image up are that they have to keep their price always low, always fixed the quality of the product, maintain a good relationship with the customers, be a sponsor at a major event and make a year end sale promotion.
In order to enhance the connection to the target market Mavi could make a social network to get closer to the customer, encourage customers to provide feedback regarding employees and ensure keep customer satisfy with their product.