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Marketing Mix: Product and Branding Strategies - Research Paper Example

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Marketing Mix: Product and Branding Strategies

JcPenney houses its own power brands, exclusive brands, and national brands that it sells to its wide array of more than half of American households each year and is one of the best known and most widely dispersed retail department stores in the USA (JcPenney, 2011). While JcPenney offers a wide array of products, a brand that it offers to customers and is one of JcPenney power brands in its clothing range is Wrangler jeans. As the product manager of Wrangler Jeans, it is important to note how these jeans are branded and compared with their competitors, which may be Gap or the ever popular brand of Levi’s jeans (JcPenney, 2011).Wrangler jeans is a renowned company, which has been in the market for over half a century, nearly around the 1940’s, and has been serving the clothing needs of its customers with shirts, jeans, pants, and jackets to suit the styles of its various customers. Wrangler was originally designed to suit people who rode in rodeos and hence, has adopted the western style since its inception (Aaker, 1997). While jeans are considered more or less alike, Wrangler jeans are different from its competitors in the sense that they have a more rugged style and are designed for a tougher and more “worn” look than the styles that are offered by Levis and Gap. Levis offers the classic jeans, which carry a fashionable and classic cut while Gap focuses for the trendier and the younger market. The product is similar in the sense that they are all jeans, which are mainly focused on providing a comfortable covering for the consumer that suits his/her needs. However, in the case of style, Wrangler is truly different as it serves a different style segment of people who prefer a more western edge to their image. Wrangler jeans are also more durable and can withstand several washes without becoming obsolete. Moreover, they differ in the price range they offer, which is much more affordable than Levi’s and Gap. Hence, marketers do not only have to rely on the brand name to promote the product, the product has some attributes, which are exclusive to it. Brand personality can be described in many facets, which include the style, the image, the gender, and many other aspects as in a human personality. The personality of Wrangler jeans is of a tough and rugged person who loves the outdoors and is into adventurous sports and activities such as the rodeo. It also has the image of a person originating from the West and leading a comfortable yet economical lifestyle. It suggests masculinity and power, even though Wrangler Jeans are designed for females as well. Yet, it emphasizes upon those females who are into a westernized tough style and are not only into the hip and classy look. Consumers hold a lasting relationship with Wrangler Jeans, as they support and emphasize a certain statement of durability and ruggedness. Wrangler Jeans has gained a respectable market share and is gaining as much popularity as the ever popular Levis. Once consumers buy a Wrangler jean, it becomes part of them for quite a long duration because of its ruggedness and durability. Moreover, they obtain it at an affordable price and it gives them the image or the style statement that they wish to make. It becomes a part of their identity and their style; hence consumers develop a longstanding relationship with it. Wrangler Jeans does hold a considerable amount of customer loyalty as it has lasted in the ...Show more

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Running Head: Marketing Mix Marketing Mix Marketing Mix JcPenney (2011) is a large retail store, which sells a large variety of products manufactured by renowned companies in the category of clothing, shoes, accessories, home appliances, cosmetics, and many others…
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Marketing Mix: Product and Branding Strategies essay example
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