Marketing Plan Proposal for Guess Jeans

Marketing Plan Proposal for Guess Jeans

Guess is a company that has specialised in designing, manufacturing and licensing of custom men and women apparel. The materials used to design them consist mainly of cotton and denim. The items are essentially sold in a number of factory and retail establishments located mainly in the United States and Canada. The company also utilises online sale portals via its company website.

 Guess jeans is essentially a consumer product since the final customer uses it. The customer core value therefore determines the number of sales and the product’s trend of use. It therefore falls under the speciality products since the customer takes into account many factors like suitability, price, quality, and style. Here it is an augmented product, which comes after it has been bought. The real product has quality-enhanced features regarding denim use and design aspects.

Guess jeans is develops both fashion wear and accessories such as watches. Guess Jeans Company also produces denim jackets which have gained popularity over the last ten years. This is the marketing proposal for the royal denim jacket which is one of the current denim jackets in the stores.

Situational analysis

Product life cycle stage

The product reached its maturity stage a decade ago when the company witnessed a sharp decline in its revenue and earnings  (Surowiecki, 1997). Currently the market share for the clothing line has significantly gone down due to its constantly declining sales and lower cost compared to other brands. These coupled with the fact that with the fact that the company is currently enjoying a middle majority among other competitors suggest it is in maturity stage. However, graphical display of the company’s stage of growth would best be used to illustrate this phenomenon.

Current marketing situation

The current target market for Guess jeans is composed of a number of industry players who include Levis Strauss and Calvin Klein. Majority of the client for the product come from women and men domain who value fashion and stylistic wears. The market has undergone significant evolution since its inception.

More and more peoples are beginning to appreciate the importance of fashion wear, which further serves to give the company a good rating. The market is segmented into different geographical zones, for instance, there are distributor points in various countries, which include America, Europe and Asian countries. There is also a psychographic element of the market since Guess jeans targets people of varying social class distinctions, different lifestyle and personality traits.

There is also a behavioural segment in terms of occasions, perceived benefits, user status, loyalty status, and customer attitudes. For instance, Guess jeans have a good number of faithful clientele towards its fashion jeans line. The jeans are also produced from high quality denim and uses relevant expertise.

Product Review produced

Guess jeans is an apparel and fashion clothing line, which has grown to become an international brand due to its growth potential exhibited. The product is widely popular in United States of America, Europe, and slowly becoming popular in Asian content. The jean is essentially made from denim, which is a legendary type of fabric commonly used in jeans ear. Guess jeans holds recognition from its customers for its sophisticated and stylistic designs, which are constantly undergoing innovations.

Needs and corresponding features/benefits chart

Competitive review

There are a number of competitors in the market and they include the following with their descriptions: Levis Strauss has a luxurious clothing line, which is associated with characteristics such as attractiveness, sexy, profitable, and ethical (Kobori, 2006). Calvin Klein on the other hand has perfected its luxurious brand in an almost similar manner, but in this domain it has a more expensive prices are offer since it targets the high-end market.

Competitor strategies are aimed at acquiring Guess jeans clientele through a well-orchestrated market move. This targets the traditional markets that Guess jeans have depended on for a long time. They may at times initiate drastic price cuts in order to address prevailing changes in a specific market domain, for instance, women’s wear which Guess jeans has previously received criticisms on its advertising techniques using sleazily dressed models.

Guess jeans currently holds a challenger position since it had already established the denim market niche ever since its inception with its first pair of jeans ‘the marilyn’, a three pocketed pair of jeans for women. Other competitors have taken over the market and Guess is merely trying to defend its market position. There is also an ensuing market gap which has been brought about by the entrance of fake products in its traditional markets, a factor which has seen it lose tremendously in its market domain.

Distribution Review

The mode of distribution to be used is determined by a number of factors that include distinctive competitiveness, financial capabilities, brand image, and available facilities. It is essentially aimed at product delivered to required destination. The distribution overview consists of a multiple channel and use of intensive distribution. Use of multiple approaches avails alternative approaches in case there are any delivery failures. Intensive distribution on the other hand results in an increase of sales, customer recognition, and increased buying. The existing distribution channels are organised in pattern that suits the current economic trends and rely upon the economies and diseconomies of scale enjoyed by the Guess jeans due to its strategically mapped global presence.

The company lost its strategic position in the market due to competition after effects that saw it register unaccounted for losses. Reclaiming this lost glory will entail creating a unique product line in its jeans wear that will enable it win over customer confidence levels again. The gains from the Asian market have been dwindling overtime. This is due to the socio-cultural associations earlier addressed.  These have to be addressed using well-researched strategies by the company’s management. This can be done using public relations to address the significant barriers. Re-inventing the fashion industry will involve introducing newer jeans brands into the market to address the constantly changing consumer tastes.