4p's of dockers and history of dockers product "khaki"

3. Dockers is a brand of khaki garments and other accessories from Levi Strauss & Co.
Levi Strauss & Co., then specializing in denim, introduced the Dockers brand in 1986. Dockers
became a leading brand of business casual clothing for men led by Bob Siegel. In 1987,
Dockers introduced a women's line. In 1993 the Dockers brand was introduced into Europe
under the leadership of Joe Middleton.
Dockers makes belts, pants, leather wallets, shoes and other apparel.
2010 Campaign
In January 2010, the Dockers brand launched an aggressive, cross-channel advertising
campaign with the tagline "Wear The Pants." The campaign premiered during the 2010 Super
Bowl, and was the first Super Bowl advertisement to offer an exclusive, limited time online
offer for viewers. The ad also featured "I Wear No Pants" by the Poxy Boggards.
The Dockers campaign tagline, "Wear The Pants", was marketed as a call to masculinity for
men. The campaign incorporated outside sources to incite men to reclaim their lost male-
aesthetic. Along with a new campaign message, the Dockers brand has since revitalized their
product line as well, featuring several new styles aimed at a younger, status-seeker
consumer. The Dockers brand has also partnered with Habitat for Humanity as their
charitable cause.

12. Discount:
They don’t give the discount to our customers even to the employees of
the Dockers. Their prices are fixed.
Payment Period & Credit Terms:
Payment Period & Credit Terms are settled by the company.
Price Determination:
During the determination of the price company not considered the
competitors, but the standard that is used is considered. Their
price is influenced by the following factors.
Cost of the product
Afford
Able for the target market
Demand of the product uniqueness and innovative of the product.

14.  DOCKERS® Alpha Khaki, Skinny Tapered
 DOCKERS® Alpha Khaki, Slim Tapered
 DOCKERS® Alpha Khaki, Athletic Tapered
• MARINA KHAKI, Slim Tapered
• MARINA KHAKI, Slim Fit
• MARINA KHAKI, REGULAR Fit
• MARINA KHAKI, REGULAR Fit- Pleated

16. Vast distribution channels spread all over the
world.
In Asia it has the brand distribution in the
countries like:NORTH AMERICA
CANADA
MEXICO
UNITED STATES
EUROPE/MIDDLE EAST
DENMARK
FINLAND
FRANCE
GERMANY
ITALY
NETHERLANDS
NORWAY
PORTUGAL
UNITED KINGDOM
ASIA/PACIFIC

18. Aggressive campaigns
Launch and promotions are coordinated
with licenses in various countries.
Advertisements through mass media such
as print and electronic transmission bell
boards and on the internet are some of
DOCKERS way of raising brand
awareness among the consumers.

20. The Dockers Brand has defined authentic khaki for 25 years. Since its
introduction in 1986, the Dockers brand has been perfecting khakis — and the
essential goods to go with them — for men and women all over the world. No
compromises in quality. Just versatile, essential style. Here’s how Dockers has
made history…
1898
HEROES IN KHAKI
THE UNITED STATES ARMY ADOPTS KHAKI TO OUTFIT SOLDIERS DURING THE
SPANISH-AMERICAN WAR.
1909
LEVI STRAUSS & CO. BRINGS KHAKIS TO MARKET
KHAKIS GO TO MARKET UNDER THE SUNSET LABEL. THEY’RE DESIGNED FOR
DRESSIER OCCASIONS, AND ARE AVAILABLE IN OLIVE AND TAN.

22. 1916
KHAKI UNDER NEW LABEL
LEVI’S® TAKES KHAKIS UNDER THEIR “LEVI STRAUSS MAKE”
LABEL.
1922
KHAKI AND WOMEN
KHAKI CATERS TO WOMEN WITH HIKING AND OUTING CLOTHES BY
LEVI STRAUSS & CO.
2000
MOVE OVER DENIM
KHAKIS START GIVING JEANS A RUN FOR THEIR MONEY IN EUROPE
– DOCKERS® IS THE #1 KHAKI PANT SPECIALTY BRAND.
2011
DOCKERS® LAUNCHES THE ALPHA KHAKI
VANITY FAIR’S OCTOBER 2011 ISSUE SITES THE DOCKERS® ALPHA KHAKI
LINE AS THE “IT” PANTS FOR FALL. CRITICALLY ACCLAIMED BY STYLE
EDITORS AND SPOTTED ON CELEBRITIES AROUND THE WORLD, THE ALPHA
KHAKI IS A SLIMMER FIT BORN WHEN KHAKI MET DENIM – THE PANT THAT
CONVINCED ALL THAT DOCKERS® AREN’T JUST FOR YOUR DAD.