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    You Buy The Brand Not The Jeans: Project Lakshya

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    azar49
    Chetana’s is an international fashion label founded in Italy in 1978 known for its clothing line, accessories, footwear and other products. It has 300 stores worldwide and employs 3,400 people. Some key aspects of its marketing include clothing lines like Diesel Stylelab and 55DSL, prices ranging from Rs. 5000-15000 for jeans, and promotion through websites, magazines and distinctive ad campaigns. Major competitors include other fashion brands like Armani, DKNY and Calvin Klein.

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    You Buy The Brand Not The Jeans: Project Lakshya

    Uploaded by

    azar49
    48 views13 pages
    Chetana’s is an international fashion label founded in Italy in 1978 known for its clothing line, accessories, footwear and other products. It has 300 stores worldwide and employs 3,400 people. Some key aspects of its marketing include clothing lines like Diesel Stylelab and 55DSL, prices ranging from Rs. 5000-15000 for jeans, and promotion through websites, magazines and distinctive ad campaigns. Major competitors include other fashion brands like Armani, DKNY and Calvin Klein.

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    Diesel

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    Chetana’s is an international fashion label founded in Italy in 1978 known for its clothing line, accessories, footwear and other products. It has 300 stores worldwide and employs 3,400 people. Some key aspects of its marketing include clothing lines like Diesel Stylelab and 55DSL, prices ranging from Rs. 5000-15000 for jeans, and promotion through websites, magazines and distinctive ad campaigns. Major competitors include other fashion brands like Armani, DKNY and Calvin Klein.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    48 views13 pages

    You Buy The Brand Not The Jeans: Project Lakshya

    Uploaded by

    azar49
    Chetana’s is an international fashion label founded in Italy in 1978 known for its clothing line, accessories, footwear and other products. It has 300 stores worldwide and employs 3,400 people. Some key aspects of its marketing include clothing lines like Diesel Stylelab and 55DSL, prices ranging from Rs. 5000-15000 for jeans, and promotion through websites, magazines and distinctive ad campaigns. Major competitors include other fashion brands like Armani, DKNY and Calvin Klein.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    Chetana’s

    you buy the brand not the jeans


    Project Lakshya
    Chetana’s

    Background
    • International fashion label best known for its clothing line
    • Founded by Renzo Rosso in 1978 in Italy
    • 300 stores across Europe, Asia and America
    • Products include clothing line, shades, shoes, time frames,
    fragrances and cosmetics, writing tools and jewelry
    • Headquarters: Molvena, North Eastern Italy
    • Employs 3,400 employees worldwide
    • Renzo Rosso- Ranked no.5 -most influential people in the
    retail industry

    Project Lakshya
    Chetana’s

    History
    • 1978-Creation of Diesel brand name
    • 1985-Renzo Rosso completed acquisition of the company
    • 1990-Inception of the global marketing strategy
    • 1995-One of first clothing companies on the internet
    • 1996-Diesel’s first flagship store on New York City’s Lexington
    Avenue
    • 1998-”Advertiser of the Year” award
    • 2003-Ranked no. 15 among worldwide luxury brands
    • Leader in pioneering new styles, fabrics, manufacturing
    methods and quality control

    Project Lakshya
    Chetana’s

    Its in the brand…

    Project Lakshya
    Chetana’s

    Marketing mix
    Products:
    o Several different apparel lines
    o Diesel Stylelab (upscale)
    o 55-DSL (sportswear)
    o Diesel kids

    Licensed name for:


    o Accessories including eyewear
    o Footwear
    o Luggage
    o Perfume/cosmetics

    Project Lakshya
    Chetana’s

    Marketing Mix
    Price
    • Diesel Jeans ranges from Rs. 5000 to Rs.15000 a pair
    • Perfume ranges from Rs. 3000 to Rs. 6000
    • Accessories ranges from Rs. 2000 To Rs. 10000

    Place
    • Diesel products are available in more than 5,500 chain and
    department stores in 80 countries worldwide
    • In 2009 there were 300 company owned and operated Diesel
    Stores worldwide

    Project Lakshya
    Chetana’s

    Marketing Mix
    Promotion:
    Promote products mainly online www.diesel.com
    and in high-end magazines such as: Elle, Vogue etc

    Current Campaign: Global Warming Ready


    They are known for their socially and politically
    racy ad campaigns

    Project Lakshya
    Chetana’s

    Competition
    Competitors include:

    • Giorgio Armani
    • DKNY
    • Calvin Klein
    • French Connection
    • Bennetton Group
    • Esprit
    • Guess

    Project Lakshya
    Chetana’s

    Annual Sales

    Sales in Crores

    2009-10 7900

    Sales in Crores
    2007-08 3700

    2005-06 7300

    Project Lakshya 0 1000 2000 3000 4000 5000 6000 7000 8000
    Chetana’s

    Strengths
    • One of the 1st clothing companies to have major presence on
    the internet, opening it’s site in 1995
    • Contains information about all diesel product lines with a
    complete archive of diesel advertisements
    • Advanced flash media player and interactive 3-D graphics
    • Advertise clothes very differently than others
    • Create stories around pictures
    • Choose quirky, unusual topics that can be perceived in many
    ways

    Project Lakshya
    Chetana’s

    Weakness

    Expensive
    • Diesel jeans sell from Rs 5000- Rs 15000
    • Only a select group can purchase their merchandise

    Cannot purchase merchandise on the website


    • Loss of sales

    Project Lakshya
    Chetana’s

    Opportunities

    • First thing you see on the diesel website is: “Global Warming
    Ready?”

    • Global warming report video, a link to


    StopGlobalWarming.org, and a list of the top 10 things you
    can do to help global warming.

    • Responding to consumer concern and also reach the eco-


    friendly market

    Project Lakshya
    Chetana’s

    Threats
    • Competitors:
    – Calvin Klein, DKNY, French Connection, Guess, Esprit etc.

    • Trade Barriers

    • Changing Trends
    – Majority of sales comes from designer jeans, if designer
    jeans go out of style diesel could see a very large drop in
    sales

    Project Lakshya

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