www.themegallery.com

Calvin KleinCompany

Group members: Nguyen Phi Long

Nguyen Trung Hieu

Pham Thi Hong Cuc

Truong Thuy My

ICK overview and mission , vision

Contents

1

Economic environment and SWOT2

Social & Cultural environment and corperative Strategies3

Pricing Strategies4

CK OVERVIEW Calvin Klein was established in 1962

Developed many kinds of fashion products

Full-year revenues were flat at $2.4billion

in 2010

Calvin Klein is one of the top famous brands

in fashion design all over the world

www.themegallery.com

Mission and vision of Calvin Klein

Mission The Calvin Klein Company’s

products get the belief from consumes widely. It creates products for many kinds of people, class ,sex and characteristic.

“Our motivation serves for the respect and the belief of consumers. “

Vision Becomes one of the first choice of

consumers

Revenues would total $2.47-2.5bn for the year, up 3-4%, with Calvin Klein royalty revenues poised to rise 5-7%.

Increase national market share to 45%

Economic environment Employee Income Inflation Interest rates Productivity Wealth

SWOT ANALYSIS

Strengths Strong brand Global distributed

system High quality of all

products Various products for

men, women

WEAKNESSES Expensive product Seriously compete Lacking advertisement

on TV or other mass media

SWOT ANALYSIS OPPORTUNITIES

Population growth rapidly

Development and economic integration

The development of Internet, mass media and technology

THREATS Customer needs

High tax

High inflation

Political and legal environment Related to government policy and its

administrative practices New legislation or regulatory shifts

Example in Vietnam

Social & Cultural environment Remove the line between age,

gender and sexual instincts Bring comfortable to people. Use advertising with the sexually

message of the brand . For example: CK One perfume.

Examples

“More for more” positioning (Image in p.18) sample_marketing plan

official Ck

International marketing entry and corporate strategy: CK use “Licensing” to distribute

products in the word.

In Viet Nam, C&T Group is the main distributor of CK.

Pricing Strategies

Penetration Pricing Skimming pricing Competition pricing Product Line Pricing Bundle Pricing Psychological pricing Optional pricing Cost-based pricing Cost Plus Pricing

Factors affect the marketing pricing strategies

- Luxury product- High quality- Famous brand- Import product - Tax policy- Promotion price- Advertising price

Pricing of CK perfume in some Vietnamese Store Source:

http://www.linhperfume.com/p81-calvin-klein-eternity-moment.html

Source: http://olala.vn/article.php?cid=119&id=9192

ETERNITY MOMENT PRICE

15ml $18

50ml $47

100ml $65

ETERNITY SUMMER PRICE

50ml $44

100ml $53

Advertising PricePOSITION RATE (IN VND)

STANDARD RIGHT_HAND PAGE

37,000,000

STANDARD LEFT_HAND PAGE 32,000,000

Standard Half Page 23,000,000

Standard One_Third Page 18,000,000

First Right_Hand Page 45,000,000

Second Right_ Hand Page 41,000,000

Third Right_ Hand Page 39,000,000

Inside Front Cover – Full Page 53,000,000

Inside Back Cover – Full Page 48,000,000

Outside Back Cover 62,000,000

Standard Double-Page Spread 62,000,000

Third Double-Page Spread 68,000,000

Second Double-Page Spread 75,000,000

First Double-Page Spread 86,000,000

References:

1. http://www.nytimes.com/2002/12/18/business/calvin-klein-selling-his-company-to-biggest-shirtmaker-in-the-us.html

2. http://en.wikipedia.org/wiki/Calvin_Klein3. http://

www.just-style.com/news/calvin-klein-drives-q4-profit-at-pvh_id107217.aspx

4. Advertising Rate, Dep Magazine, viewed on 13 February 2012.

5. “Pricing Strategies” (nd), viewed on 13 February 2012.6. http://www.linhperfume.com/p81-calvin-klein-eternity-m

oment.html7. Source: http://olala.vn/article.php?cid=119&id=9192