Calvin Klein, Inc. vs. Warnaco Group, Inc. Marketing Strategy Analysis & Solution

Marketing & Sales Case Study Analysis and Solution

At Fern Fort University, we use Harvard Business Review (HBR) marketing principles and framework to analyze Calvin Klein, Inc. vs. Warnaco Group, Inc. case study. Calvin Klein, Inc. vs. Warnaco Group, Inc. is a Harvard Business Review case study written by Susan Fournier, Jessica Boerfor the students of Sales & Marketing. The case study also include other relevant topics and learning material on – Intellectual property, Regulation, Workspaces

Strategic Marketing Analysis of Calvin Klein, Inc. vs. Warnaco Group, Inc. case study written by Susan Fournier, Jessica Boer will comprise following sections –

• Calvin Klein, Inc. vs. Warnaco Group, Inc. Case Description
• Marketing Definition
• Market Potential Analysis of Calvin Klein, Inc. vs. Warnaco Group, Inc.
• Market Share Potential Analysis
• Segmentation and Segment Attractiveness Analysis
• Competition and Competitiveness Analysis of Calvin Klein, Inc. vs. Warnaco Group, Inc.
• Customer Value Analysis of Calvin Klein, Inc. vs. Warnaco Group, Inc. case study

Order Now - Calvin Klein, Inc. vs. Warnaco Group, Inc. Marketing & Sales Case Study Solution

Order Now - Calvin Klein, Inc. vs. Warnaco Group, Inc. Porter 5 Forces and Strategy Analysis

Calvin Klein, Inc. vs. Warnaco Group, Inc. Marketing Case Description

Sales & Marketing Case Study | Authors :: Susan Fournier, Jessica Boer

On May 30, 2000, Calvin Klein, Inc. (CKI) filed suit against Warnaco Group, Inc. and Linda Wachner, its CEO, for breaching its jeanswear licensing and distribution contract and, in so doing, diluting the equity of its brand. On June 26, 2000, Warnaco countered with its own suit, denying the major allegation of trademark dilution and justifying distribution through warehouse clubs as acceptable business practice. The countersuit further claimed that CKI had, in fact, breached the license and eroded the brand through its own strategies and practices. The lawsuits were precedent setting: This was the first time a licensed manufacturer/distributor had been charged with brand equity dilution or a designer held accountable for ineffective brand advertising. It was a case that would potentially rewrite the rules of fashion licensing and distribution, and bring into the limelight the tensions faced by every brand steward attempting to balance revenue growth goals with preservation of the equity of the brand. This case presents extensive background facts.

Intellectual property, Regulation, Workspaces

Marketing Definition

According to American Marketing Association – Marketing is a set of activities that a firm undertakes for creating, communicating, delivering, & exchanging offerings that have value for customers, clients, partners, and society at large.

Kotler explains - Marketing is a process by which organizations can create value for its potential and current customers and build strong customer relationships in order to capture value in return.

Market Potential Analysis of Calvin Klein, Inc. vs. Warnaco Group, Inc.

Market potential analysis comprises evaluating the overall market size of the related product that the firm is planning to launch. This will involve defining – Why the target market segment needs the product and how it will provide a solution to full its consumers’ needs. Market potential of Calvin Klein, Inc. vs. Warnaco Group, Inc. products various on factors such as –

• Maturity of the market. In mature markets the profitability is often stable but the market potential is less as most of the players have already taken market share based on the segment they are serving. New players have to go for market share strategies in marketing.
• Technological competence of the existing players and culture of innovation and development in the industry.
• Untapped market sizes and barriers to both enter the market and serving the customers. Often companies can easily see the unfulfilled needs in the markets but they are difficult to serve as there are costly barriers.
• Define the core need that your product is serving and list out all the direct and indirect competitors in the market place. This will help not only in positioning of the product but also in defining or creating a segment better.
• Uncovering the current and untapped market sizes and barriers to serving the larger market. Analyze the areas that you need to sort out while launching the products to wider market and what are the challenges the firm will face in market place.
• Estimate the current stage in product life cycle and its implications for marketing decisions for the product.

Market Share Potential Analysis

• Understanding the buyer behavior model for Calvin Klein, Inc. vs. Warnaco Group, Inc.industry.
• Identifying the market share drivers relevant to Calvin Klein, Inc. vs. Warnaco Group, Inc. market.
• Segment Attractiveness Analysis – Our analysis will work out which are the most attractive segments and which are the one the firm should go ahead and target. We point out in great detail which segments will be most lucrative for the company to enter.
• Understanding the different needs and relative value of your offering by segment.
• Developing segment priorities and positioning the product based on the product need fit developed by the firm.

Order Now - Calvin Klein, Inc. vs. Warnaco Group, Inc. Case Memo

Order Now - Calvin Klein, Inc. vs. Warnaco Group, Inc. SWOT & PESTEL Analysis

Competition & Competitive Position Analysis

• Uncovering customer-based competitive positions for key rivals and firm’s offering. This will not only help in assessing the strengths and weaknesses of the competitors but also help in defining and positioning of the product.
• Developing a positioning and launching strategy. It will require not only distribution channel analysis but also promotion mix for the product.
• Strategic Marketing Planning — the process of developing and maintaining a strategic fit between the organization’s objectives and capabilities and the ever evolving marketing opportunities for its products.

Calvin Klein, Inc. vs. Warnaco Group, Inc. - Customer Value Analysis

Capturing customer value is essential to marketing efforts as it results in higher return in the form of both current & future sales, greater market share, and higher profits. By creating superior customer value, the organization can create highly satisfied customers who stay loyal and buy more. This, in turn, means greater long-run returns for the firm.

• The crucial role of customer perceived value in acquiring and retaining profitable customers. Product differentiation is often based on building on a value niche that a firm believes that is very important to the customer. This niche contributes to perceived value. If the perceived value is high then customer stay loyal to the product if not then she can switch to the competitor’s product.
• Graphically displaying value differences for deeper understanding and better internal communication. This helps is building a narrative that a customer can identify with. The better the insight more are the chances of connecting with the potential customers.
• Identifying and selecting actionable value creation options. This can help in increasing the customer lifetime value. Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage.

NOTE: Every marketing case study solution varies based on the details and data provided in the case. We write unique marketing strategy case solution for each HBR case study with no plagiarism. The specific case dictate the exact format for the case study analysis.

You can order Calvin Klein, Inc. vs. Warnaco Group, Inc. Marketing Strategy Case Study Solution with us at Fern Fort University .