sujai garg


marketing mix refers to a set of marketing tools that a firm uses to achieve
its marketing objectives. The marketing mix comprises of 4P’s that are:





more P’s have been added to the modern and service marketing mix which are:

§  Process

§  People

§  Physical


Calvin Klein is a leading premium apparel, clothing and accessories brand
serving customers worldwide. Calvin Klein includes a large variety of products
under it which includes apparels, clothing and accessories. Since we have
chosen the clothing line, it includes varieties like:

§  Black
Label – top-end designer line for upper middle class

§  White
Label – basic fashion

§  Grey
Label – bridge collection line

§  Sports
– high-end sportswear

§  Jeans
– denim wear

§  Home
– home products like bed linen, toilet accessories etc.

§  The
Khaki Collection – medium to high range home products.


 Calvin Klein apparels are generally
priced high since it targets the upper middle class and higher class
individuals. They have a premium apparel range called the black label range
which is priced higher than its basic clothing range which is known as the
white label range. It generally keeps the prices lower than its competitors
like Giorgio Armani, Ralph Lauren, Tommy Hilfiger etc. in order to gain the
market share and increase the sales. It follows a target pricing strategy where
it tries to compete with the players in the market place by setting its prices
marginally lower than them and accordingly reduce its costs so as to make more
profits. It follows a skimming pricing strategy in its marketing mix where the
Black Label range products have high margin but are usually sold in lesser
quantities as compared to other products.


 Calvin Klein has gained a lot of
popularity all over the globe. The first store was set up in Dallas suburb. It
included products such as apparel, accessories, fragrances, cosmetics, home
linen etc. Calvin Klein is presently operating in 21 countries. In addition, it
also sells its products in departmental stores such as Nordstrom, and Macy’s, in
the United States. In Asian Countries like India, Calvin Klein mostly focuses
on fragrances, Calvin Klein Underwear and the Grey Label apparel range which is
most popular given the income level of the citizens. Calvin Klein also has a vast
presence online it has to define its distribution channels accordingly. Their
main aim was to make their products available at all times so that there is
less chance of brand conversion amongst the customers.



v  PROMOTION:  The numerous showcasing methodologies
utilized by Calvin Klein to advance its items among its clients incorporate TV commercials;
coordinate advertising, online networking promoting, special offers, support
and individual offering. With the improvement in Internet, Social Media and
Technology, Calvin Klein has gone into these territories to publicize their
items and create immense deals for their line and consequently increment
incomes. It has also used famous celebrities like Scarlett Johnson and Justin
Bieber to promote its products.