INTRODUCTION TO AND FUNDAMENTALS OF STRATEGIC MARKETING

Introduction to and Fundamentals of Strategic Marketing



Introduction

Analyze the issue

Dockers have been a household brand for the longest time. But whether is able to sustain the market or not, we will further analyze the trend by describing it below (Liedtke, 2004).

Target Market - current

Levi Strauss was the first to basically to introduce different shades of blue jeans to cater to the customer's preference. Not only these jeans looked good but helped many people shape their bodies or rather contour them in a way. Targeting at baby boomers, they shifted to Eco boomers who were born later than the baby boomers, wanted comfortable clothing which looked professional so Dockers were introduced and there product category was based on colors like brown, green, black, and navy, but mostly traditional tan made from pure cotton khaki material. Positioned as more formal than jeans yet more casual than dress slacks, Dockers' satisfied an unfulfilled need. They were the right pants for a variety of occasions, an unpretentious alternative to dressy, tailored slacks. The San Francisco-based apparel brand, which at one point in its history was synonymous with casual-Friday office-wear, is targeting 30- to 39-year-old men with its latest promotional activities (Liedtke, 2004).

Promotion - current

Previously the company heavily relied on the print and social media to promote their products. They used models to paint a promising picture for the American man. Also style and comfort was highlighted in the billboards placed in the states. Therefore, as technology has advanced at such a rapid pace, the latest ad was devised for IPhone users which tends to have shakable motion sensitive which can detect movement. They basically aimed for the tech savvy working man of today who can both afford the pants and wear it with style. (Chandler, ...