Answer to Question #231763 in Management for Hamda Gilani

Question

1. What factors contributed to the success of Mavi Jeans?

2. How would you define the company’s target market? What is the current positioning

strategy? Briefly explain Mavi’s 4Ps.

3. What are customers of Mavi actually buying?

4. What recommendations would you make to help Mavi keep up the brand image and

enhance the connection to the target market?

Answer 1

Number one

Producing high-quality denim with lower price than its competitors.

 The union custom agreement between Turkey and EU in 1996.

Entering the North America market, Mavi jeans was sold in high-end retailers such as Bloomingdales and Nordstorm unlike the other brands of developing countries.

Focussing on young people.

 Its servicing strategies such as “the menu concept” in stores. Combining different senses into the fashion such as the Meditarenean feel or several values from Greek and Anatolian cultures.

Advertising strategies involving famous film-makers and artists.

Top management activities such as always observing the trend all around the world.

Public relations such as exhibiting short films in stores and organizing Mavi Cup basketball championship

Number two

Target market: The young people from all around the world who are fashion-conscious and seeking 'or high-quality 0eans with a favorable price.

Current positioning strategy: Value positioning because Mavi jeans emphasizes on not only the importance of high quality and comfort but also trends and what is on in fashion by differentiating its products and brand image with several ways.

4P’s of Mavi jeans

Product: Producing various jeans options for every taste with high quality. Brand name coming from the ‘blue’ in Turkish. The menu concept applied for servicing in stores.

Price: charging customers with more favorable prices than competitors do.

Promotion: Ads involving well-known film stars, models made by the famous film-makers.

Public relations through exhibiting short films in some stores, Maviology magazine and Mavi Cup.

Place: Locating the centers that are easy to be reached and visited by young buyers

Number three

They are buying not only a comfortable jean but also buying a brand image because many famous people for example wear Mavi since Mavi jeans designed well and has a good appearance.

Number four

Young people usually have changing wearing styles and they sometimes feel some difficulties in combining their clothes. This concept helps them to decide. On the other hand, being and shopping in a different atmosphere make them feel better.

Number five

In my opinion, sponsorship for the organizations that relatively have more reputation is a good way to keep the brand image up and to enhance connection to the target market