Lee Jeans Case Study

In: Business and Management

Submitted By shamkl
Words 3895
Pages 16
Table of Content

1. Executive Summary…………………………………………………………………………P.1
2. The Challenge………………………………………………………………………………..P.2
3. Situation Analysis……………………………………………………………………………P.3
3.1 PEST Analysis……………………………………………………………………………P.4
3.2 SWOT……………………………………………………………………………………..P.5
4. Market segmentation………………………………………………………………………P.6
5. Market Positioning………………………………………………………………………….P.8
6. Alternative Marketing Strategy…………………………………………………………….P.9
7. Product……………………………………………………………………………………P.10
8. Price…………………………………………………………………………………………P.10
9. Place (Distribution)………………………………………………………………………P.11
10. Promotion………………………………………………………………………………P.11
11. Short & Long Term Projections……………………………………………………….P.18
12. Conclusion……………………………………………………………………………….P.19
13. References……………………………………………………………………………….P.20

1. Executive Summary

Improve brand awareness of Lee Jeans to Hong Kong young adults with a digital marketing plan that sustains to half year is the target of this project.

Digital media is the best way to promote Lee Jeans products to our target customers, not only the result is measurable for evaluation to improve the marketing strategy in the future, but also the budget is controllable and not so costly as traditional medias.

There are 2 stages of marketing events:
Phrase 1: build up new customers database thru a photo taking competition for collecting primary and secondary data.
Phrase 2: customer engagement thru Facebook platform, invite the potential customers to Lee Jeans flagship store to enjoy special parties with shopping discount.

Beside social network, the promotion channels are also includes blogs, and EDM. The aim is raise brand awareness and optimize search engine.

P. 1
2. The Challenge

According to the “blog.euromonitor.com” in May, 2011 studying on the global jeans market projection, they…...

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