Jeanetics

This is a marketing report on Jeanetics, a Hypothtical Jean brand established for a MyMarketing software performance during the first year of Fashion Marketing. This report is based on the decisions Jeanetics took over the 8 quarters. It explores the market analysis and marketing strategies performed during the marketing mix in order to succeed in the selective KPI’s. The chosen KPI’s for Jeanetics is sales revenue, operating profit and brand image women.

Market analysis includes PESTLE, SWOT and the MyMarketig market research provided. This analysis helped the brand to choose its target market through the segmentation and targeting. The positioning map and pen portrait reflects on who the brand aims to target. Targeting was also based on the objective and USP set out by the brand beforehand.

The Marketing mix is where the brand aims to gain more sales revenue and profit. Product and pricing were both influenced by the positioning map, mainly the competitor choices. Jeanetics products are medium quality/medium price, this is a good strategy as it eliminates competition. Promotion was a key in building brand image but it failed miserably due to change in price during that quarter. Due to a strict budget, the brand decided to channel a limited number of platforms which was a hugger mistake as customers couldn’t reach the brand. Decisions taken during process and people helped the brand to make a good number of sales revenue, along with profit and build a brand image. Physical evidence being key didn’t manage to exceed any further than the. Previous results. This report evaluates the KPI’s in the metrics and analysis section. Fig. 9,10 and 11 show the results of each quarter, the most successful quarters has been Q8. It is recommended that the brand takes charge of the mistakes and resolves them immediately. It would have been ideal if the brand considered the news bulletin, market research and scorecard while making decisions.

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