2. Market Background
Marketing Plan
Marketing Communications
strategy
Media Plan
Sales Promotion Plan

3. Women’s apparel is the largest sector accounting for 35.1% of
the value of clothing shipments in 1997.
Men a boys Women Children Others
1998
1997
Clothing Industry, Value of Shipments
Share of Sub – Groups, 1998 and 1997
Manufacturing
shipments of the
clothing industry
in 1997 were
valued at $6.9
billion
31.2
33.0
32.4
35.1
6.8
6.1
29.6
25.8

4. Market Size and
Growing
•World Jeans Market- 51.6$ Billion in 2007
•Expected to become 56.2$ billion by 2014
•Global demand growing at 5%, supply at 8%
•Global Denim fabric production in 2006 - 2.7 billion mtrs.
•Over 50 percent of denim production is based in Asia with
China, India, Turkey, Pakistan and Bangladesh.
•Between EU, US and China, 70% of world jeans consumption.
$

6. Market Segmentation in the
industry jeans is:
Jop Jeans take the market segmentation of jeans are demographic
factors, attitude towards fashion, type of activity, special circumstances
and life style, economic factors, brand awareness and preferences,
price/quality ratio, developments in styles and fashion, climate and
environment.
Casual Sport
Formal
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JEANS

7. Competitor Analysis
High $
Low $
High Q
Low Q

8. Marketing Plan

9. Target Marketing

10. Jop Jeans will be a product new on the
market for this reasons our strategy will be
market penetration. In addition, the
characteristics most important in our product
are as follows:
Versatility Comfort Design
soft denim and
seams that
allow more
movement.
models and
styles to suit
any occasion.
Perfect forms
that highlight
the female
figure.

11. ADVERTISING OBJECTIVES…
To impact the target market integrated for
women between
15 to 35 who seek comfortable jeans.
To signify Jop Jeans by quality of materials
and the variety of designs

12. Creative plan
Creative objectives
•To introduce Jop Jeans as the new style of Jeans
in the Canadian market.
•To communicate that Jop Jeans offers versatility,
comfort, and designs in their products.
•To inform that Jop Jeans has extensive designs
including innovation and comfort.
•To position Jop Jeans as a brand leader on the
market.
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JEANS
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13. Key Benefit Statement

14. Tag Line
“If we can get her this gorgeous, imagine what
we can do for you.”

16. Sales Promotion Plan
Consumerpromotion
Objectives

17. Promotion Strategy
In the firs place,
focuses in our
promotion that will
have two strategies pull
and push. Both
elements encourage
trail purchase. The
primary medium
chosen is TV, with the
secondary media being
print, interactive
communications and
radio.

18. Promotion Execution
 We will spend on backlit outdoor billboards for 4 months and exterior kings and interior transit
advertising for a period of 8 weeks.

19. TV advertisements will consist of
conventional national networks (CTV,
CBC, Global) and specialty channels,
making three, 40 second commercials,
purchase a 12 week campaign on Prim
Time TV and 16 weeks on specialty
channels such as MuchMusic, and others.
TV
. .

20. Jop Jeans will make on three ads placed in 3
General Interest magazines for 3 months.
M a g a z i n e

21. Internet banner ads that are browsed
by the target consumer for a
period of 2
months.
Internet

22. j p
JEANS
w w w . j o p j e a n s . c o m
Between my jeans and
me there are not
nothing!

23. w w w . j o p j e a n s . c o m
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JEANS