MARKETING MANAGEMENT ASSIGNMENT NO.

Komal Preet Bajwa

MBA- International A-22 Q1010 9/3/2010

Pepe Jeans London

PEPE JEANS LONDON has presence in 60 countries over 300 stores globally, and employs over 2000 employees. The brand is devoted to create directional denims and challenging youth fashion.

Pepe Jeans London entered the Indian market as the complete denim and casual wear brand, in 1989 and today is one of the top international premium brands in India in this segment. Pepe Jeans London has transcended from a jeans brand to a complete lifestyle brand today. Pepe jeans currently has 155 exclusive brand outlets, 90 plus large format stores and presence in over 1500 multi brand outlets.

The total size of the denim market is estimated to be at Rs 2000 crore. The denim market in India is growing at the rate of 10 15 per cent per year. Pepe Jeans contributes around 25 per cent in the premium jeans and casual wear market.

MARKET STRATEGY Pepe jeans London used the Focus market strategy. They focused the youth of India of age group between 20 to 30. Our present strategy is to strongly focus on innovation and quality. At Pepe Jeans they believe that it has to be the right blend of both fabric and style to create the perfect product. Hence, their focus most certainly is both. In terms of marketing communications Pepe Jeans aims to continue working on a 360 approach thus involving both above the line and below the line activities. Pepe Jeans advertises its brand campaigns heavily through hoardings & billboards across

the country and most of the top fashion magazines. This medium helps them to create brand imagery by associating themselves with the fashion space and being seen around the top international fashion brands. In order to reach a larger audience Pepe Jeans also advertises in leading English dailies across major cities.

All these aim at creating the visibility, top of the mind recall with the end consumers. These above the line activities are strongly backed by point of sales material, innovative window displays and larger than life visual images in the Pepe Jeans stores, reinforcing the communication received by the consumers through above the line initiatives. This also increases the consumer interaction with the brand and its product line.

PROBLEMS 1. Initially, western wear culture was mostly restricted to metros. 2. In early period, there were no sprawling malls, there were no exclusive brand retail outlets of Pepe. 3. Retailers were not updated of the international way to sell a pair of jeans. 4. Infrastructure was poor.

ADVANTAGES (in comparison to other brands) 1. Large number of outlets in more than 80 cities. 2. Because of their focus market strategy, the studied the market very well and are producing more trendy and affordable casual wear.

3. Focus strategy helped them to study the consumer behaviour of India.

CONCLUSION

Pepe Jeans London has a distinct offering in comparison to its competitors. The brand has positioned itself as a No.1 International, fashionable, premium jeans and casual wear brand.