Marketing Principles by Philip Kotler Case Solve Chapter 8- Products, Services, and Brands: Building Customer Values

1. “Case Study on”
Mavi Jeans: Jeans That Fit Development & Prepared by:
Syed Faimul Hasan
Dept. of Human Resource Management
Session: 2016-17
Jatiya Kabi Kazi Narzul Islam University
Trishal, Mymensingh, Bangladesh.

2. Course Agenda
Introduction
Questions and Answers (Q&A)
Recommendation
Conclusion

3. Introduction
Mavi is a brand of denim and jeans-wear founded in 1991,
based in Istanbul, Turkey.
It is a strong, youthful and aspirational brand with big
ambition.
Mavi is a great case history on how ambition be realize.

4. 01. What factors contributed to the success of Mavi
Jean?
Factors behind MAVI’S success:
Produced high-quality and yet affordable price
Good marketing campaign and promotion
Worldwide stores and internet-based marketing
Custom Agreement between Turkey & EU.
Top Management Activities.
Public Relations.

5. 02. What are customers of Mavi actually buying? How
do you evaluate the “menu” approach?
MAVI'S CUSTOMERS BUYING
PRACTICE
Evaluating “MENU” approach
Fashion Style
Trend
Quality
Comfortable Jeans with A
Brand.
High Quality Design
Menu approach is concepts
whereby you are allow
customizing your own jeans.
This concept helps them to
decide.
On the other hand, being
and shopping in a different
atmosphere make them feel
better.

6. 03. How would you define the company’s target market? What is
the current positioning strategy? Briefly explain Mavi’s 4Ps.
Company’s target
market:
Company’s current
positioning strategy value
positioning:Young People.
Fashion Conscious.
Teenagers
College students
Ladies
Brand for conscious young
people
Exotic & inspirational
Comfort but Also Trends

7. MAVI JEANS’ 4P:
Products
High Quality
Fashionable
Comfortable
Price
Affordable
Reasonable
Place
Big cities
Many outlets
Online
Promotions
High class models
Attractive campaign
Celebrities

8. 04. 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:
Enhance the connection to the
target market:
Always keep the low price.
Keep Up To The Higher Quality.
Maintain Good Customer
Relationship (Offer Or Free
Gift).
Make “Special Festival Sale”
Promotion.
Make a social network to get
closer to the customer.
Develop The Social Networks.
Make The Product As Trend.
Hire A Famous Star To Be The
Role Model.

9. Conclusion
MaviJ jeans sold in special store around 50 countries.
Those jeans also sold in 280 retail stores .
Mavi having a very great "menu" approach by using
product mix.
Mavi itself selling their product attractively by paired for
jeans product together with shirt and shoes, therefore
easier for customer to choose and buy their product.
This is because the Mavi Jeans used slogan "Mavi Fits" due
to comfortable and size availability for different style. In
an addition, it is also fashionable.