Problem:
You are now the owner of a 'designer jean' company. This company produces custom made jeans for men and women in the New England area. The name of this company is Custom Made Designer Jeans, which is the first of it's kind - offering different style jeans based on different body shapes, different lengths, colors, decorations, fit and 'custom-made' for EACH consumer. Please analyze a positioning strategy for Custom Made Designer Jeans based on the market data.
Market Analysis
The following market data represents the geographical area of New England.
Population total of segments: 10 million
Males 60%
Females 40%
Occupation 40% full time students
60% professional/mgmt.
Family Life Cycle 30% single/divorced
40% married/with children
30% married with no children
Income
21-34 5% 0-10,000
21-34 10% 20-35,000
21-34 40% 36-50,000
21-34 20% 51,000-75,000
35-54 20% 55-70,000
35-54 30% 71,000-95,000
35-54 25% 75,000 and above
VALSII 40% Experiencers
20% Strivers
20% Fullfilled
20% Actualizers
Introvert 50%
Extrovert 50%
Brand loyal 65%
Opinion Leaders 60%
Buy on the internet 40%