CONTENTS

1. Acknowledgement

2. Introduction

3. Permission and license

4. Competitors

5. Brand name

6. Tagline and logo usp

7. Packaging

8. Labeling

9. Range

10. Choice of channel

11. Product distribution

12. Promotion tool

13. Pricing

14. Swot analysis

15. Social responsibility

16. VIVA questions

17. Conclusion

18. Bibliography
 INTRODUCTION

HISTORY

When Jockey first entered the Indian market in 1995, it literally

changed the face of the innerwear segment in India. With revenues of
Rs 2,000 crore in India last year and a consistent year-on-year growth rate
of 19%, the brand has acquired as much as 16% of the organized
innerwear market. Tim Wheeler, President, International Division,
Jockey, explains that ‘Jockey or Nothing’ messaging has played a key role
in building the brand in India: “The ‘Jockey or Nothing’ messaging has
helped us build the premium innerwear category in India with the help of
our licensee partners, Page Industries.
The essence of our brand communication stays the same around the
world but the messaging varies from market to market. In most other parts
of the world, the messaging we use is ‘Show You’re Jockey’ emphasising
that we created the category of underwear as we know it today. When you
create a product category like innerwear, you put your name on it.”

BRAND NAME
Jockey International, Inc is commonly referred to as Jockey. It is a
private company of American origin. Jockey is associated with lifestyle and
retail industry and deals in innerwear. It was founded in the year 1876 by its
founder Samuel T. Cooper.
TAGLINE AND LOGO

Tagline : “JOCKEY OR NOTHING”

PERMISSION AND LICENSE :

The Company complies with the requirements of the applicable
regulations, including the listing agreement with the Stock corporate
governance framework is based on an effective independent Board,
separation of the Board's supervisory role from the executive
management and constitution of the Board Committees, majority of
Exchanges and the SEBI Guidelines, in respect of corporate
governance, including constitution of the Board and Committees
thereof. Our them comprising of independent directors and chaired by
an independent director to oversee critical areas.
The Company has a broad based Board of Directors constituted
in compliance with the Companies Act and the listing agreement with
Stock Exchanges and in accordance with best practices in corporate
governance. The Board of Directors functions either as a full Board or
through various committees constituted to oversee specific operational
areas.
 COMPETITORS:
Some of its main rival companies are as follows-
 Enamor
 Enchante
 Etam
 Aubade
 VIP
 Amul
 Hanes
 Fruit of the Loom

UNIQUE SELLING POSITION:

It’s very important our product offers consumers fun, functionality,
and a smooth customer experience. By fun, I mean to say our products
cannot be boring, right from the design to packaging.
Functionality is of utmost importance to us. And that’s the reason why
we are using Lenzing MicroModal fabric for making our products. It’s the
most premium underwear fabric in the world and is extracted out of the pulp
of beech wood tree in Austria. It’s three times softer than cotton fabric and
16% cooler than cotton. Indians sweat a lot, therefore, a softer and cooler
fabric makes for perfect material for underwear.

PACKAGING AND LABELING

Learn from Past Data
The most effective means of planning a strategy for future growth,
which includes packaging and labelling, is to take a data-driven approach.
Study the numbers and trends of the past year, identify where there is room
for variation, and create a plan that will give your brand the best chance at
success. It’s always a good idea to test the packaging and labelling with
some market research. Once the package it’s on the market, try to see
what customers think of the final product.
Look to Your Competitors
One way to stay on top of packaging and labelling trends in the new
year is to look to see what your competitors are doing. Are they using new,
innovative technologies that you could potentially implement? Do they have
better customer service and brand loyalty? One of the best ways to
improve your business is to see what is and isn’t working for your
competitors and use that knowledge to drive your company forward.
Induce Marketing through Packaging
This is really a vital step to implementing a successful overall
branding strategy. Small businesses, in particular, really need to familiarize
their brands with consumers at every opportunity. Packaging represents a
chance to deepen the connection with customers by ensuring every
package is branded appropriately. This is a chance that can’t be passed
up. Consider different elements that go into designing your packaging such
as the use of colours, the logo, and the font size/shape and how each can
help you in terms of marketing. A good marketing strategy includes all
theses aspects and a good campaign has to be uniform with the company
message.
Stay Focused on the Customer Experience
As you are putting together your branding strategy to include custom
packaging and labelling, always remember to focus on the customer’s
experience. Customers are enamoured by details. Little things such as
opening a package and seeing a thank-you letter, or receiving something
unexpected in their package are just a few small ways a brand can
enhance the customer experience.
Finding a way to personalize this experience with packaging only
further reinforces to the customer that they have made the right decision to
purchase one of your products. Using the previous example of the thank-
you letter, you can amplify that experience by hand-writing the message.
This takes customization to another level and creates an experience your
customer will likely remember.

Hire Professional Packaging Services

If you’re talking about putting together a comprehensive branding
strategy that includes packaging and labelling, then you need the
professionals. The Unique Group continues to work with some of the most
globally
recogni
zed
brands.
We
underst
and
what
sound
 Packaging and Labelling means in the overall structure of your
operations and can be the strategic packaging partner you’re looking for.

Today’s industries are too competitive not to take every advantage

possible. Using packaging and labelling as a part of your branding strategy
shows that you are committed to getting the most out of your brand
promotion.
Product in the Marketing Mix of Jockey :
Jockey is a retailer, distributor and manufacturer of sleepwear and
underwear for children, women, and men. It is very popular for launching Y-
Front brief for men in the year 1934 for the first time. The brand has an
independent sales-division Comfort Specialist Consultants that is engaged
in selling items for women. Its product portfolio of outerwear, accessories,
activewear, thermals, towels and sportswear includes
Men
 Innerwear bottoms – boxer brief, regular brief, boxer shorts, trunk

 Innerwear tops – vest, inert-shirt

 Outerwear bottoms – boxer shorts, shorts

 Outerwear tops – polo t-shirt, jacket

 Socks – casual, formal, ankle-length

Women
 Socks- low-ankle socks

 Shapewear- bottoms and tops

 Outerwear bottoms- shorts, boxer shorts, lounge pants, leggings, Capri

 Outerwear tops- camisole, tank top, sleeved top

 Camisoles and tops- crop top, tank top

 Panties- bikini, hipster, long-leg panty

 Bras- cami bra, push-up bra, padded bra, underwire bra, seamless cup

bra, sports bra,

Kids
 Trunks, boxer shorts, brief, poor brief, knit shorts, printed vest, printed

t-shirt
Place in the Marketing Mix of Jockey :
Jockey is a well-known and recognised trademark that is popular in
nearly one hundred and twenty countries of the world because of its
products. It has its headquarters base at Kenosha in Wisconsin.
 The company has production output in places like United States,
United Kingdom, Caribbean and Central America. Jockey started its
operations at St. Joseph in Michigan and from there spread its presence to
every nook and corner of the world like US, Canada, Brazil, Mexico, Peru,
Germany, United Kingdom, Sweden, Russia, Greece, Holland, Austria,
India, China, Malaysia, Japan, Singapore, Egypt and South Africa.
Jockey has a strong distribution network that has made it possible for
reaching of products to most places in the world. Its products are available
in jockey outlets and in various retail outlets, supermarket and hypermarket
that keep Jockey as one of its brands. In the year 2000, it started its on-
line sales in keeping with changing times. In the year 2005, the brand
launched a direct-selling division titled jockeyp2p.com.

Price in the Marketing Mix Of Jockey :

Consumers have stopped buying functional products to a great
extent. They are being diverted towards, luxury, comfort, style and beauty.
Innerwear is no longer a serviceable product but depicts a thought of being
sexy and beautiful. Jockey has revolutionised the concept of innerwear with
its quality products. It has been able to create a market of its own. Jockey
has adopted mid-premium pricing strategy for its premium product to keep
its price rates affordable and reasonable. People are no longer unwilling to
shed a few bucks more if they feel that the product is worthy and this is why
the company has been successful in implementing its pricing policy.
Promotions in the Marketing Mix Of Jockey :
 Jockey is a world-famous brand that is involved in several charitable
organisations. It sponsors a charity titled Jockey Being Family Foundation.
The company offers support to families who adopt a child. Jockey has
launched several ad campaigns to market its products. It has tried to
project its products more of leisurewear nature than simply innerwear.
Leisurewear has now become a multi-utility and multi-purpose garment.
The brand has put the special onus on comfort level and its style
quotient in its advertisements.
Jockey has started both indoor and outdoor campaigns in order to
attract fashion-conscious customers. Ads are shown via television and
fashion magazines like Cosmopolitan, Glamour, Elle and In-Style. Brand
had also taken help of social media platforms for promotional activities via
Twitter and Facebook. Some celebrities who have donned Jockey in front
of the camera are Chris Cairns, Paul MacDonald and Zinzan Brooke.
As far as advertising is concerned, Genomal adds that the brand’s
approach is a 360 degree one. “TV and Outdoor are lead mediums that
form the backbone for most of our campaigns. Digital and Print are used as
amplifier mediums. In the recent times, Jockey has also invested in Radio,
Magazine and Social Influencer campaigns. When we launched in the
1990s, we were selling our products in boxes but now we have them
displayed in shelves and in store windows. Jockey’s focus on quality and
marketing of its products has helped build its aspirational image, thereby
giving us a definite edge in the premium innerwear market.”

Swot analysis :
SWOT analysis of Jockey analyses the brand/company with its
strengths, weaknesses, opportunities & threats. In Jockey SWOT Analysis,
the strengths and weaknesses are the internal factors whereas
opportunities and threats are the external factors.
SWOT Analysis is a proven management framework which enables a
brand like Jockey to benchmark its business & performance as compared
to the competitors and industry. Jockey is one of the leading brands in the
lifestyle and retail sector. The table below also lists the top Jockey
competitors and elaborates Jockey market segmentation, target group,
positioning & Unique Selling Proposition (USP).

Jocy SWOT Analysis

Strengths
Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT)
Analysis of Jockey. Strengths are:
1. Known as an established brand in inner wear, sleep wear for women,
men and children
2. Established and trusted Brand Name globally
3. Jockey is a recognized trademark in 120 countries
4. Is an active corporate citizen
5. Popular top-of-the-mind brand available mostly at all multi-retail brand
stores globally
6. Popular advertising campaigns and good brand visibility

Weaknesses
Here are the weaknesses in the Jockey SWOT Analysis:
1. Brand Name has to be protected and hence the costs increases
2. Competition from other popular brands means limited market share
growth

Opportunities
Following are the Opportunities in Jockey SWOT Analysis:
1. Emerging markets are projected to have increasing sales in the
lingerie sector
2. To take forward its jockey initiative as more number of people are
becoming aware of their lingerie and nightwear
Threats
The threats in the SWOT Analysis of Jockey are as mentioned:
1. New entrants have a chance if they offer innovative designs and
services
2. Intense Competition from existing players
3. Problem of imitation of designs in countries where property rights are
not properly defined

Social responsibility
In line with its fundamental and consistent commitment to quality,
welfare, sustainable development and corporate compliance, Page
Industries Limited (“PIL” or “Company") now pledges, through this
Corporate Social Responsibility (“CSR”) Policy Document, to integrate the
same commitment into its responsibilities as a Corporate Entity. Through its
CSR initiatives, the company seeks to respond to the needs of less-
privileged communities, in a sensitive and impactful manner and enable
these communities to achieve a better quality of life. ‘Community focus and
Quality’ will be the fundamental, non-negotiable values woven into CSR
programs at PIL. This ensures that community focus is the central priority
at all times and that all programs will result in achieving a better quality of
life. Quality will be visible in all aspects including implementation.
The key purpose of this policy is to: o Define what CSR means to the
company and the approach adopted to achieve the vision, mission and
objectives o Outline guiding principles and elucidate the company’s
position which will provide a clear direction for strategizing and planning
CSR o Serve as a guiding document to help in strategizing, planning,
executing and monitoring CSR projects o Identify broad thematic areas in
which the company will undertake projects o Explain roles and
responsibilities, governance mechanisms and budget allocations for
effective implementation of CSR
 In accordance with Section 135 of the Companies Act, 2013 and the
rules promulgated thereunder (collectively, the “CSR Requirements”), the
Board of Directors (the “Board”) of PIL has adopted this Corporate Social
Responsibility Policy