Calvin Klein marketing mix.pdf

Marketing mix of Calvin Klein

1. A Slidesgo presentation
Boutique Hotel Pitch Deck
Here is where your presentation begins
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2. About Calvin Klein
•CalvinKleinIncorporated,betterknowninternationallybyitsbrandnameCalvin
Klein,wasfoundedin1968byCalvinRichardKleininthecityofNewYork,USA.It
isagloballifestylebrandthatexemplifiesbold,progressiveidealsandaseductive
aesthetic.Thebrandseekstothrillandinspiretheaudiencewhileusing
provocativeimageryandstrikingdesignstoignitethesenses.
•Thecompanyisoneofthemostwell-knownfashionlabelsintheworldwith
significantpresenceinmultiplecategorieslikeleather,lifestyleaccessories,
perfumery,homefurnishings,watchesandready-to-wearluxuryproducts.
•ThebrandiscurrentlyownedbythePhilipsVanHeusen(PVH)Groupandis
headquarteredatManhattan,NewYork.Thebrandprimarilytargetstheaffluent
uppermiddleclassandpositionsitsproductsanddesignsasexclusive“haute
couture”pieceswithitshigh-enddesignerlinesoftenpromotedbysupermodels
andcelebritiesofthemovieindustryallovertheworld.
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Fashion is about change. It’s fun to keep changing and to change the silhouettes, to change the fabrics and to change the color.
-Calvin Klein

3. Calvin Klein: Mission, Vision and Value
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It [fashion] should be really contemporary, and we should be answering people’s needs.
-Calvin Klein

4. TheCalvinKleinlogoishighly
minimalistic,whichisquitein
keepingwiththelogostrategy
commonlyfollowedbymany
renownedfashionhouses.Itisan
acronymofthecompany’sfull
name.Thewhitecolorrepresents
thecharmandthepurityofCalvin
Kleinwhiletheblackreflectsits
sophisticationandelegance.The
brand’snameiswritteninFutura
typeface.
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Significance of the logo

5. BRAND IDENTITY
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6. MARKETING MIX
•MarketingStrategyofCalvinKleinanalyses
thebrandwiththemarketingmixframework
whichcoversthe7Ps(Product,Price,Place,
Promotion,people,physicalevidence,
process).Thereareseveralmarketing
strategieslikeproductinnovation,pricing
approach,promotionplanningetc.These
businessstrategies,basedonCalvinKlein
marketingmix,helpthebrandsucceed.
•CalvinKleinmarketingstrategyhelpsthe
brand/companytopositionitself
competitivelyinthemarketandachieveits
businessgoals&objectives.
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7. •FirstproductsthatwerelaunchedbybrandCalvin
Kleinwasalineofunderstatedcoatsandyouthful
dressesandbytheyear.
•Duringthelate1970s,CalvinKleinrelaunchedhis
collectionofjeansandgaveitamorefirmshape
whichbecamearageamongstitscustomers.
•Productsinmen’scollectionincludedovercoats,
suitsandnecktiesthatwerestylish,comfortable
andsimple.
.
PRODUCT
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If you think of how those women dressed, the kind of refinement, that kind of elegance. That’s really the inspiration for these clothes.
-Calvin Klein
•Intheyear1978,thebrandintroducedamake-upcollection
whichincludesbothbeautyandskincare.
•Duringthe1980s,thecompanylaunchedunderwearcollection
formenandboxershortsforfemales.
•Intheyear1991,itintroducedanewcollectionofsilk-scarfand
intheyear1995,acollectionoftableware,sheetsandtowels
werelaunched.
•Intheyear2013,PVHacquiredWarnacoGroupandthishelpedin
unitingitssportswearjeans,underwearandformallineundera
singlegroup.
•CKJusesfashionshowstolaunchitscollectiontothepress
•Qualityisoutstanding.TheveryfirstaspectforwhichCalvinKlein
briefsistheexceptionalqualitythattheproductsprovide.
•Theirstyleismodernandminimalistic.

8. PLACE
•CalvinKleinhasastrongpresenceintheinternationalmarket.Thefirst
storewasestablishedinDallas,whichincludedproductssuchasapparel,
perfumes,cosmetics,accessories,householdlinen,etc.
•During1993and1994,thecompanymadeadealwithfourcompaniesof
Japaneseoriginsforcreatingin-storeshops.Bynowbrandwassellingits
productsthroughanestimated12,000outletsintheUnitedStatesandits
productswerealsobeingsoldincountrieslikeJapan,NewZealand,
Australia,Ireland,UnitedKingdomandCanada.
•CalvinKleinhasadoptedanefficientdistributionpolicythatinvolvesboth
directandindirectsalesformaintaininghighsales.Itsproductsareeasily
availableatbothonlineanddirect-dealingstores.
•Ithasdepartmentalstores,directdistributorsandspecializedoutletsatits
disposalinnearly21countries.Efficientandcapableworkersareemployed
toproviderelevantinformationandtohelpcustomersinfindingtheexact
productthattheyarelookingfor.
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9. PRICE
•CalvinKleinproducts’priceisusuallyhigherbecauseitmarketsits
productstothemiddleandupperclasses.Itsdesignerclothesand
accessoriesoftencostmorethanbasicclothesproductsonthemarket.
•CalvinKlein’smaincompetitorsareGiorgioArmani,HugoBoss,Ralph
Lauren,TommyHilfiger,etc.andittriestokeeppricesabitlowerthan
thecompetitorstogainmarketshare.Withthispricingstrategy,itcan
successfullyattractcustomers’attentionandgainpopularity.
•Ithasatargetpricestrategytocompetewithotherplayersbysettingits
priceabitlowerthanthemandtryingtoreducecoststoearnmore
profits.Thankstothis,customerstendtostickwiththebrandand
becomeloyalcustomers.
•ProductsofCalvinKleinarealsoavailabletopurchaseonlinewith
frequentdealsanddiscountedpricesforoldstock,therebyleadingto
highernumbersinsales.
•Thepremiumproductsaresoldundera“blacklabel”line,whichtargets
high-endcustomers.Theseproductshavehigh-profitmarginsbutare
oftensoldinsmallerquantities.
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10. •CalvinKleinoftenpromotestheirproductstocustomersonmany
channelsincludingTV,directmarketing,socialmedia,
promotions,salescampaigns,andpersonalselling.
•WiththedevelopmentoftheInternet,socialmedia,and
technology,CalvinKleinhasusednewareastoadvertisetheir
productsandgeneratealargenumberofsales.
•CalvinKleiniswell-knownforcontroversyinadvertising
campaigns.TVadsusedunderageactresseswereconsidered
inappropriateand“sexsells”.Itcreatednegativepublicopinion
amongviewersandsomeevenhatedthebrand.
PROMOTION
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Commercials capture your attention, that’s all..
-Calvin Klein
•Likemanyotherbrands,CalvinKleinalsousesfamous
celebritiestoshowcasetheirproductsinads.
•Toestablishthebrand,CalvinKleinproductsoftenhavethe
initialsCKonthem.
•Thebrandalsousesemailmarketingtoestablisha
connectionwiththerecipientandsendinformationabout
newproductsorpromotion.

11. PEOPLE
•Thebrandiscommittedtodeliveringpositivechangefrom
SourcetoStorebyempoweringthepeopletheyworkwith,
preservingtheenvironment,andsupportingourcommunities.
Weinvestincommunitiesthroughphilanthropicinitiatives,non-
profitpartnerships,andassociatevolunteerism.
•Theemployeesareknowledgeable,friendlyandaredressed
appropriately.
•CalvinKleineffectivelyusesCustomerRelationship
Management(CRM)toprovidevalueandservicetotheir
patrons.Thepreferredloyaltyprogramisonemethodusedto
keepcustomerscomingback.
•TheCalvinKleincustomeristhemodernandurbanbelongingto
themediumhighclassofthesociety.
•Thetargetcustomersaremenandwomenbetweentheage15-
30.
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12. PHYSICAL EVIDENCE
Calvin Klein Store:
Placedinmallforbetter
reach.Thestoreshavegot
minimalistictheme.
Theshoppingbaghasgotthe
CalvinKleinlogo
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Calvin Klein Website:
Updateonthelatest
products.
Justlikethestoresthe
websitealsocarriesa
minimalistictone.
YoucanalsoseeCalvin
Kleinvideocampaignsand
fashionshowstoo.The
websiteiseasytouseand
makesshoppingeasierand
savestimeaswell.

13. PROCESS
•Easy street address to be
found
•Convenient customers access
•Major cost, especially for
high quality retail space
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The only way to advertise is by not focusing on the product.
-Calvin Klein
•Accessibility day-night
•Competitors are one click
away.
•Variable cost
•Time saving

14. SWOT Analysis
Strengths
Presenceinmanyfashionfields:CalvinKlein’smainproductsare
readytowearclothesformenandwomen.Inaddition,theyalso
haveperfumesandaccessoriessuchaseyewear,watches,
jewelry,andshoesforbothmenandwomen.Therearealso
exclusivefurnishingandfurnitureproductlines.
Controversialmarketing:OnereasonfortheCalvinKleinbrand’s
incrediblepopularityisitssmartmarketingstrategyand
advertisingcampaigns.Thebrandoftenusessexualadstodraw
attentiontotheirproducts.Throughtheads,CalvinKleincan
stayintheirtargetsegments’mindsandoftensucceedin
buildingaboldimageforthebrand,whichsuitstheyoung
generationverywell.
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15. 15
SWOT Analysis
Weakness
Imagemanagement:CalvinKleinhasalwaysbeenfamousforbeinganoutstandingbrand
withaquirkystyleandcreativedesign.Inadditiontoexistingglobaldesignbrands,many
prominentlocaldesignersaremakingacomeupinthedigitalage,soCalvinKleinhasto
workhardtomaintainitsuniqueimageinthemarket.
Synergy:LicensingformsanimportantpartoftheCalvinKleinbusinessmodel,andthe
companyfindsitdifficultandcostlytocoordinatetheirlicenses,whicharespreadacrossthe
world.
Ethics:CalvinKleinhasalwaysbeenseenasacontroversialbrandandcriticizedforits
sexualizedmaterials.Inaddition,thebrandalsofaceslicensingissues

16. Opportunities
Children’smarket:Asurbanresidentshavemoremoneytospend,manydesignerbrandsare
turningtodesignclothesandothergoodsforchildren.Thiscouldbeapotentialmarketfora
well-knownbrandlikeCalvinKlein.
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SWOT Analysis
Threats
Competition: The main competitors of Calvin Klein are Tommy Hilfiger, Dolce &
Gabbana, Gucci, etc. They are all global fashion brands with unique styles, so it will be
hard to stand out as just jean products.

17. 17
Calvin Klein sought to transform the way its customers shopped online and in-store by
leveraging technology to provide a more personalized and consistent shopping experience
across multiple channels. By elevating the customer shopping experience, Calvin Klein
aimed to increase sales, improve customer engagement and strengthen its position as a
leading fashion retail brand.
The Future of Calvin Klein