Calvin Klein is an American fashion brand. Considering the modern situation at the market, it should be concluded that advertising plays crucial part in the competition. Product promotion is really important as it leads to the increase in sales and profit.
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To understand the main principles of marketing Calvin Klein uses, it is important to check the three levels of product concept, to identify the most important factors in the brand expansion, and select the adoption level the brand meets with the explanation of the choice on the basis of the specific case study called The Rise of Calvin Klein (Chong and Diga).
Marketing Principles of Calvin Klein
Three levels of product concept
Three layers of product exist in the marking which allow the company expand, such as core product, actual product, and augmented product (Solomon, Marshall, Stuart 233). The core product is considered to be the benefit a specific product is aimed at.
Calvin Klein’s core product is cloths it provides it consumers with. People buy this product to meet the demands of the society to be dressed and protected. An actual product layer has deeper consideration of the human interests and is directed at style, brand, appearance, etc. People have different tastes and they choose some cloths according to their personal desires and wishes.
The use of ads underlines this specific layer of products as it shows people the specifics of each model and has different audience. The third layer concept is augmented product which is directed at the specific offers and opportunities the company can offer, like company stores, online catalogues, etc. It should be mentioned that Calvin Klein is the company with long history and it has some specific offers at each level of product concept.
The Most Important Factor in the Brand Expansion
Considering the specifics of the brand expansion, the company has tried to create something different, an ad which could remain in human mind. The company referred to the provocative advertising campaign to stress that customers should want this specific product. It should be noted that no one predicted the success of this campaign, but this is considered to be the central factor of positive reaction. People noticed the ad and remembered it, no matter that their first reaction was negative and repulsive.
The Adoption Level the Brand Meets
Considering the adoption level of the innovation produced by Calvin Klein, it is possible to notice that the final, confirmation level is met. The Calvin Klein brand has achieved its highest level of recognition at the market.
When a new product appears, many people buy it just because it is Calvin Klein. One of the main dangers of this stage of adoption as that there is nothing to reach, it is the final stage. When people lose interest in this kind of product, the company should use additional means of regulation, like presentation, communication, etc.
Thus, it may be concluded that Calvin Klein remains one of the leading fashion brands in the world due to the correct use of marketing principles. The implementation of the new products should come through some specific stages and the further work should also be based on the specific principles which allow this product remain in demand. It guarantees sales and recognition in the world.
Chong and Diga. “The Rise of Calvin Klein.” Marketing 3000. 10 March 2011. Print.
Solomon, Michael R., Marshall, Greg W., and Stuart, Elnora W. Marketing: Real People Real Choices. 6th ed. New Jersey: Prentice Hall, 2009. Print.