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Case Study by PM

This document is a case study submitted to Dr. Israt Jahan Tania at Stamford University Bangladesh on the jeans brand Mavi. It was submitted by Riajul Islam, a student with MBA identification number 072 184 33. The case study examines factors that contribute to Mavi's success, such as its wide distribution through over 4,000 points of sale worldwide and high quality denim. It also analyzes Mavi's target market of young women and its value positioning strategy. Additionally, it evaluates Mavi's innovative "menu" approach to shopping and provides recommendations to help the brand enhance its image and connection to customers.

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100 views3 pages

Case Study by PM

This document is a case study submitted to Dr. Israt Jahan Tania at Stamford University Bangladesh on the jeans brand Mavi. It was submitted by Riajul Islam, a student with MBA identification number 072 184 33. The case study examines factors that contribute to Mavi's success, such as its wide distribution through over 4,000 points of sale worldwide and high quality denim. It also analyzes Mavi's target market of young women and its value positioning strategy. Additionally, it evaluates Mavi's innovative "menu" approach to shopping and provides recommendations to help the brand enhance its image and connection to customers.

Uploaded by

RI Shawon
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Stamford University Bangladesh

Case Study
On
Mavi Jeans

Submitted To:
Dr. Israt Jahan Tania
Associate Professor
Department of Business Administration
Stamford University Bangladesh

Submitted By:

Riajul Islam
MBA 072 184 33
Stamford University Bangladesh
Q1: What factors contribute to the success of Mavi Jeans?

Answer: The brand is easy to reach for customers because of their many points of sales, i.e.
more than 4,000 worldwide. Their denim is of a very high quality. The most remarkable concepts
is the menu concept. This was an idea comparable to modern fast food restaurants. Customers
could chose entire outfits from a menu, and the staff was dressed as fast food employees.

The jeans are not only made to be comfortable and have a perfect fit, they also stay with the
current fashion trends. Mavi jeans also aim to not just fit the body of customers, but also their
lifestyle. Meanwhile, the company tries to keep its prices low, while still providing perfect
quality.

Q2: How would you define the company’s target market? What is the current positioning
strategy? Briefly explain Mavi’s 4Ps.

Answer: A target market is a group of customers for which an organization designs, implements
and maintains a marketing mix intended to meet the needs of the group resulting in mutually
satisfying exchanges. Mavi jeans mostly focus on young women.

Mavi uses a value positioning strategy because they emphasize not only the importance of
high quality and comfort, but also follow the current fashion trends by differentiating its product
and brand image in several ways.

The four Ps can be defined as Price, Product, Promotion and Place (distribution). Mavi’s
product is a consumer product. Their price is low compared to competitors and they distribute
the product using their own stores or department stores worldwide to reach the customer. Mavi
uses advertising and celebrity endorsements to promote their brands.

Q3: What are customers of Mavi actually buying?

Answer: The brand is built around the jeans culture and wants to give you the experience of
Mediterranean feeling in fashion. Customers are actually buying an experience. When people
buy a Mavi Jeans, they know that it is of good quality and a famous brand. People buy what
those offers will do for them. The fact that you have jeans that are also loved by famous people
may give you a happy/good feeling.
Q4: How do you evaluate the “menu” approach?

Answer: Mavi’s menu service was the first of its kind in their industry. The concept was similar
to those used in fast food restaurants and the company used this uniqueness in fashion to attract
more customers. This new way a customer could choose their clothing provided more
convenience for them. They could choose an entire outfit at once, without going to a clothing
store. The sales people were dressed in similar fashion to fast food employees.

Q5: What recommendations would you make to help Mavi keep up the brand image and
enhance the connection to the target market?

Answer: The recommendations that helped the Mavi brand to keep the brand image up are that
they have to keep their price always low, always fixed the quality of the product, maintain a
good relationship with the customers, be a sponsor at a major event and make a year end sale
promotion.

In order to enhance the connection to the target market Mavi could make a social network to
get closer to the customer, encourage customers to provide feedback regarding employees and
ensure keep customer satisfy with their product.

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