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Table of Contents
Executive Summary… 2
Situation Analysis... 2-17
Market Description 3
Company Description 3
Product Positioning 4
Competition 4-7
Competitive Spending Analysis Charts 8-10
Seasonality 10-11
Geography, BDI, CDI 12-13
Purchase Patterns 13
Pricing 13-14
Consumer Promotions 14
Advertising Period 15
Budget 15
SWOT Analysis 15-16
Objectives… 16-18
Marketing Objectives 16
Advertising Objectives 16
Creative Brief 17
Media Objectives 17-18
Target Audience… 19-21
Estimated Audience Size 19
Attitudes and Lifestyles 19
Target Audience Profiles 19-21
Media Strategy… 21-28
Media Recommended 21-22
Tentpole Events 22-26
Media Not Recommended 26-27
Scheduling Strategy 27-28
Evaluation… 28-30
Flowchart 28
Budget Summary 29
Outcome Summary 30
Appendix… 31-39
BDI/CDI Charts 31-38
References 39

Executive Summary

Mavi jeans is a premium denim brand that is based in Turkey. Mavi manufactures their denim
with high quality Turkish cotton and sells their products at a premium price point on a global scale with
subsidiaries in the U.S., Canada, Germany, Netherlands, Russia, and Australia. Consumers can buy their
products in the U.S. at flagship stores in NY, departments stores like Nordstrom, and online. Their
primary product, which is women’s jeans, retails around $100.
Mavi’s marketing objective is to generate a 20% increase in annual sales in the U.S. by
December 31, 2018 and their Advertising objective is to increase national brand awareness among
women who purchase premium jeans from 15% to 35% in the U.S. by December 31, 2018.
Although, Mavi manufactures denim products for both men and women, their primary target
audience is women between the ages of 18 and 54 since women are the primary consumers within the
premium jeans market. Mavi’s target audience tends to focus on quality and wear their clothes for
personal style and not just utility. Therefore, these women in the target audience are more likely to pay
for higher quality products that will last.
The national advertising campaign will last one calendar year and the budget is 12.5 million
dollars. While Mavi indicated that at least 25% of their budget be spent on digital, evaluations of
competition and consumer preferences led to the conclusion that it should be at least 42%.
The goal is to achieve a 60% reach and 2 frequency throughout the course of the year 2018.
These numbers can increase or decrease during some months due to variations in media types and
trends.
Due to the current oversaturated climate within the premium denim market it is important the
Mavi is able to differentiate themselves from other competitors. It is our objective that Mavi is able to
target and reach the women within our specific target through using a creative mix of media. Media
including specifically targeted fashion magazines, promotions through social media and unique tentpole
events.
For effective targeting, our plan has specific advertising patterns depending on the medium. For
example, We chose to advertise heavily within fashion magazines from February to April because our
competitors also advertise heavily during this time. If Mavi chose not to advertise the brand would be
giving away key advertising space to its direct competition. Another example being that Mavi’s outdoor
advertising will have a flighting schedule because have a year long billboard is is not the most effective
way to reach our audience.
The Tentpole events such as the Influencers show, Brooklyn retail store Pop-up event and the
#MOVEINYOURMAVI BlogHer tent all provide unique opportunities to reach Mavi’s target. These events
will allow Mavi to earn greater brand recognition with consumers that are heavy social media users. In
addition to brand recognition, these tentpole event will increase the positive brand association the
public has with Mavi. These opportunities will allow Mavi to be a leader within the denim industry in
terms of how they advertise their brand.
Upon completing the Media Flight Plan flow chart, it is likely that Mavi will reach their marketing
and advertising objectives since they will reach their target audience throughout the year while staying
within the $12.5 million budget.

Situation Analysis
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Market Description
The current market of jeans is extremely fragmented due to the wide variety of styles and price

points. Where jeans sold ranges from retail outlets to apparel retailers, and stores that sell merchandise

beyond apparel to upscale specialty jeans stores and also online stores. Recent report states that US

women’s denim market is valued at $8.55 billion per year, and women’s jeans make up about 55% of the

total jeans market. Forbes states that many women are willing to pay as much as $150, and designer

labels are offering jeans ranging from $300 to $4,000. Premium denim accounts for roughly 26% of the

overall jeans market with the highest market potential; it is the fastest growing segment of the market.

College students constitute a major consumer category for this segment.

The MAVI Brand

Founded in 1991, Mavi is a premium brand of denim and jeans-wear based in Istanbul, Turkey.

The term ‘Mavi’ is a Turkish word for blue. The company manufactures jeans for both women and men,

targeting a younger age group, especially in the women’s jeans category. Mavi’s global operation is

headquartered in Turkey, with subsidiaries in the USA, Canada, Germany, Netherlands, Russia and

Australia, and has flagship stores in New York, Vancouver, Istanbul, Berlin, Frankfurt and Dusseldorf. The

jeans are sold at Nordstrom, Macy’s, and many online sites such as Amazon.com. The price points of the

fashionable women’s jeans retail in the $100 range. Mavi’s pricing strategy aims to convince women

that price equals quality.

Product Positioning
Mavi Jeans is a luxury jeans company centered around high quality designs and the comfort of

Turkish cotton as well as offering up-to-date trends at favorable prices relative to the market. As an
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aspirational lifestyle brand, Mavi integrates itself into customers’ lives through publications on blue jean

culture and celebrity endorsements to create a customer-centric brand image that resonates with

fashion-savvy young adults.

Competition
Mavi’s main competitors who stand out in a large and diverse market are 7 For All Mankind, AG

Adriano Gold, Calik Denim, J Brand, Levi Strauss, and Lucky Brand Jeans.

7 For All Mankind: 7 For All Mankind is a premiere premium denim brand. Launched in 2000, the brand

has received acclaim for its quality as well as the fact the brand is often seen on celebrities and

tastemakers. The brand also has lines in different lifestyle products including sportswear, footwear,

eyewear, and more. (http://www.7forallmankind.com/about)

AG Adriano Goldschmied: This company is a premium jean brand launched in 2000. In 2008 it expanded

from just denim to become a lifestyle brand. They believe in being environmentally responsible through
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Ozone Technology, eco friendly fibers, and donations to charities dedicated to clean drinking water.

(https://www.agjeans.com/our-story.html)

Calik Denim: Calik Denim establish in Malatya in 1987 is a prominent company is the world of

international denim. The environmentally conscious brands denim is made from sustainable and organic

fabrics only. Mavi sees Calik as a major competitor because of the fact Calik is also a premium Turkish

denim brand. (http://www.calikdenim.com/tr/kurumsal/misyon-ve-vizyon.php)

J Brand: Based and founded in Los Angeles (the “denim capital of the world”) in 2005, J Brand is one of

the original premium denim brands. The brand prides itself on its goal to “embody the elevated lifestyle

of the modern consumer”. J Brand denim is carried at many high end retail and department stores all

over the world in such as Barneys New York, Bergdorf Goodman and Harrod’s.

(https://www.jbrandjeans.com/company-bio)
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Levi Strauss claims to have made the first blue jeans in 1873. Their goal is to “reinvent jeans generation

after generation.” They have a big focus on their jean’s heritage as being a forefront name in blue jeans.

They also provide Water<Less jeans made with significantly less water. They offer a wide range of

clothes as well as jeans. (http://www.levistrauss.com/our-story/)

Lucky Brand Jeans is an American denim company founded in Vernon, California in 1990. Lucky also

produces sportswear, outerwear, T-shirts and activewear. They originally made their jeans unique by

hand distressing them. Now they have 251 American stores. They created the Lucky Foundation to

benefit children. They offer men, women, and children jeans along with accessories.

(http://www.luckybrand.com/a-very-lucky-history/our-story.html)

Competitive Spending Analysis

These 7 brands that stood out in a crowded market are critical for our spending analysis: 7 For

All Mankind, AG Adriano Goldschmied, Calik Denim, J Brand, Levi Strauss, and Lucky Brand Jeans.
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The competitive analysis shows a large variation in advertising spending among women's jean

brands. There is no advertising spending for 11 of the listed categories. The remaining 5 are very limited.

Advertisers spend the most money on magazines. There is a huge gap between the total spending

number and the next medium, going from $11,493 (000) to $656.2 (000) in Internet Display.

2016 Competitive Spending Analysis for Jeans $(000)

Nat’l Sunday Int’l

Brand Product Type Magazines B-to-B Nwspr Mags Display Total

7 For All 7 For All

Mankind Mankind Jeans Women 1,298.2 0.0 0.0 0.0 0.0 1,298.2

AG Adriano AG Adriano

Goldschmied Goldschmied Jeans Women 5,980.7 0.0 283.2 0.0 0.0 6,263.9

Calik Denim Calik Denim Jeans Women 0.0 26.2 0.0 0.0 0.0 26.2

J Brand J Brand Jeans Women 2,612.1 0.0 0.0 117.8 555.0 3,284.9

Levi Strauss Levis 501 CT Jeans Women 1,602.2 0.0 0.0 0.0 0.1 1,602.3

Lucky Brand Lucky Brand Jeans Women 0.0 0.0 0.0 0.0 90.0 90.0

Mavi Mavi Jeans Women 0.0 0.0 0.0 0.0 11.1 11.1

Total 11,493.2 26.2 283.2 117.8 656.2

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Share-of-Voice
Share of voice (SOV) measures how much of the conversation with target consumers your Mavi

owns versus its competitors. In magazines, AG Adriano Gold has the most voice at 52%. J Brand has the

highest share of voice for Internet Display at 84%. The next is Lucky Brand at 13.7%. That makes J Brand

the leader in Internet advertising, a media that Mavi almost solely spends in. An increase in the budget

2018 will allow Mavi to have a larger SOV in relation to the competition.

2016 Share of Voice Analysis for Jeans $(000)

Nat’l Sunday Int’l

Brand Product Type Magazines B-to-B Newsp Mags Display

7 For All 7 For All

Mankind Mankind Jeans Women 11.3 0.0 0.0 0.0 0.0

AG Adriano AG Adriano

Goldschmied Goldschmied Jeans Women 52.0 0.0 100.0 0.0 0.0

Calik Denim Calik Denim Jeans Women 0.0 100.0 0.0 0.0 0.0

J Brand J Brand Jeans Women 22.7 0.0 0.0 100.0 84.6

Levi Strauss Levis 501 CT Jeans Women 13.9 0.0 0.0 0.0 0.0

Lucky Brand Lucky Brand Jeans Women 0.0 0.0 0.0 0.0 13.7

Mavi Mavi Jeans Women 0.0 0.0 0.0 0.0 1.7

Total 100.0 100.0 100.0 100.0 100.0

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Media Mix
Four brands spend nearly all their ad budget on magazines. 7 For All Mankind focuses 100% of

its budget in magazines. Levi Strauss spent almost all it's budget on magazines, but a small amount,

(around .6) on internet display. AG Adriano Gold has 100% of the national newspaper medium. J Brand

takes on all of Sunday magazines, and Calik Denim focuses only on B-to-B advertising. Lucky Brand and

Mavi both spend all their budget on Internet Display.

2016 Media Mix Analysis for Jeans $(000)

Nat’l Sunday Int’l

Brand Product Type Magazines B-to-B Newsp Mags Display Total

7 For All 7 For All

Mankind Mankind Jeans Women 100.0 0.0 0.0 0.0 0.0 100.0

AG Adriano AG Adriano

Goldschmied Goldschmied Jeans Women 95.5 0.0 4.5 0.0 0.0 100.0

Calik Denim Calik Denim Jeans Women 0.0 1.0 0.0 0.0 0.0 100.0

J Brand J Brand Jeans Women 79.5 0.0 0.0 3.6 16.9 100.0

Levi Strauss Levis 501 CT Jeans Women 99.9 0.0 0.0 0.0 0.6 100.0

Lucky Brand Lucky Brand Jeans Women 0.0 0.0 0.0 0.0 100.0 100.0

Mavi Mavi Jeans Women 0.0 0.0 0.0 0.0 100.0 100.0

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Seasonality
February-April report higher numbers of advertising spending for the brands in 2016. This is due

to the end of winter and beginning of spring time period and weather. Advertisers want to show their

products as peak seasons shift into gear. August-October also show higher numbers of spending due to

seasonal changes into colder months. Advertising for jeans has many gaps in the year. Some months

(Jan, June, July, Nov) report almost no spending.

Mavi’s spending is relatively low compared to competitors, so an additional chart is provided.

Mavi should up spending in these key time periods to raise awareness instead of just in June and March.

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Geography (BDI, CDI)

US City % of US Pop. BDI CDI

Anchorage, AK 0.17% 133 163

Washington, DC (Hagerstown, MD) 2.81% 134 161

Juneau, AK 0.03% 134 154

Fairbanks, AK 0.04% 130 148

San Francisco-Oakland-San Jose, CA 2.79% 130 148

New York, NY 3.75% 130 148

Boston (Manchester), MA-NH 1.75% 126 141

Baltimore, MD 0.63% 125 138

Lima, OH 0.25% 118 137

Hartford & New Haven, CT 0.92% 125 135

Honolulu, HI 0.53% 122 135

Salt Lake City, UT 1.06% 118 134

Chicago, IL 1.12% 119 132

Seattle-Tacoma, WA 1.90% 118 129

Providence-New Bedford, RI-MA 0.12% 120 129

San Diego, CA 1.20% 117 128

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While many US DMA’s have BDI and CDIs of over 100, this chart includes the top fifteen. These

cities are mostly located in the Pacific Northwest and in New England. While Alaska has three top fifteen

spots, it may be more useful to allocated advertising spending in other areas of the country with higher

populations. The same goes for Lima, OH and Providence, RI. Our campaign should be a broader,

national one because of the wide scope of potential target markets with high BDI and CDI’s.

Cooler climates tend to have higher BDI and CDI’s. This is most likely due to the fact that they

can wear jeans longer with shorter, less hot summers. New York having such high indices is a good sign

for the expansion of Mavi in an area that is high in population and influence.

Purchase Patterns
Women are most likely to buy their jean right before the seasons change and cold weather

comes in. Because of this, the time when female consumers purchase jeans will depend on the city. For

example, a southern Californian city like San Diego will have a pattern of more people purchasing jeans

in later fall months while those in a more northern city like Chicago would likely purchase their jeans

before fall officially starts.

Pricing
Mavi Jeans are classified as “luxury denim” and range from around $60 to $120. The mean price

for a pair of jeans is around $98.

Average pricing for competition:

● 7 For All Mankind: $150-250
● AG Adriano Gold: $200-250
● J Brand: $200-300
● Levi Strauss $40-$160
● Lucky Brand $80-$150

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Consumer Promotions
Signing up for email updates takes 15% off your first order. They also encourage buyers to use

the hashtag #MOVEINYOURMAVI to share photos of their outfits with the jeans for a chance to be

reposted on their Instagram.

Celebrities who frequently wear Mavi products are Lady Gaga, Jessica Alba, Chelsea Clinton, Zac

Efron, and Adriana Lima. Her 2012 campaign created a series of commercials that boosted Mavi’s

international brand performance by as much as 50%, and increased brand awareness by 60%.

In 2016, Mavi commemorated its 25th anniversary by partnering with Magnum Photographers

to release a photo book “Denim by Magnum Photographers: Mavi's Tribute to Denim Culture.” The book

contained 60 photographs and is sold for $20. Rather than follow Mavi’s story, it follows the story of

denim becoming an integral part of consumer’s lives.

COPYRIGHT CHRIS STEELE-PERKINS/MAGNUM

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Advertising Period
The advertising period begins January 1, 2018 to December 31, 2018.

Budget
The budget is $12.5 million in 2018 for women’s jeans, setting the highest media budget for the

brand. The digital budget is $4.5 million (42% of overall budget).

SWOT Analysis

Strengths

● High quality of products

● Available in many department stores and online

● Jeans are “timeless” – Mavi jeans are classic and quality rather than trend focused

● Jeans are an essential part of the target market’s wardrobe

● Strong visual elements for advertisements and displays

Weaknesses

● Fewer actual stores compared to big name competitors like 7 for All Mankind

● Brand loyalty to competition such as 7 for All Mankind, J Brand, Calik Denim

● Limited product breadth/distinguishability

● Low market share in jeans market

● The public’s low awareness of Mavi

● Limited brand history

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Opportunities

● Various available media to expand and increase awareness

● Favorable financial standing to branch out in advertising

● The growing importance of social media and it’s accessibility in the U.S.

● The public’s constant want for something to new and current

● Growing trend towards online shopping

Threats

● Many competitive brands

● Trend for ”thrifting” and upcycling used jeans

● “Fast Fashion” stores like Zara and Topshop provide designer looking jeans for cheaper

● Large, cluttered market for shopping

Objectives

Marketing Objectives
The objective is to generate a 20% increase in annual sales in the U.S. by December 31, 2018.

Advertising Objectives
Increase brand awareness from 15% nationally by 20 percentage points to 35% aided awareness

by December 31, 2018 among women who buy premium jeans.

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Creative Brief
● Client: Mavi Jeans

● Product: Women’s jeans

● Overview: Mavi jeans is a premium brand of denim and jeans-wear based in Istanbul, Turkey

that manufactures jeans for both women and men, targeting a younger age group, especially in

the women’s jeans category.

● Problem: Mavi jeans has low brand awareness.

● Objective: To increase brand awareness and generate a 20% increase in sales in the U.S. by

December 31, 2018 among women who buy premium jeans.

● Target Audience: Women ages 18-54 in the U.S.

● Promise: Provide high quality and comfortable fit of jeans that are up to date with trends at a

favorable price relative to the market.

● Support: Mavi jeans are made from the highest quality cottons grown in the world in Turkey’s

Aegean Region.

● Mandatories: The advertising will be in color and incorporate Mavi jeans name, logo, and

product.

● Tone: Advertisements for Mavi jeans should be mature and appeal to an older audience.

● Tagline: Mavi Fits

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Media Objectives

Target Market: Women 18-54

The current designer jean market is saturated with a multitude of brands campaigning

for the consumers attention. Mavi denim’s durability and fashion forward designs separate

them from the rest. We want to specifically target this age range of women to include Mavi in

their everyday lives from work, to class, to casual outings, and more.

Reach and Frequency

Our goal is to achieve a 60% reach and 2 frequency throughout the course of the year

2018. These numbers can increase or decrease during some months due to variations in media

types and trends.

Timing: 01/01/2018 - 12/31/2018

Creative Requirements: Advertisements created should visually show the product in color.
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Target Audience
Estimated Audience Size: 9.4 million women

● Women ages 18-54 in the U.S.

Attitudes and Lifestyles

The MRI data shows our target audience has many unique characteristics and qualities. For

example, our target tends to have some sort of college education and are currently working women. Our

target also tends to place more importance on quality versus simply just price and they wear clothes not

just for utility but instead to reflect their own personal style. Jeans are a staple of our target market’s

wardrobe, many of whom have purchased designer jeans in the past 12 months. These women are 58%

more likely to pay more for higher quality items that will last. Our target like to go out on the town and

are apart of different cultural and social activities. Overall our target often financially live above average

and live much more active lifestyles.

Target Audience Profile

1.) Sophie is a 26 year old who works in marketing in San Diego.

She buys her groceries at whole foods and drinks kombucha.

She pays an expensive membership at a gym that offers bikram

yoga and Pilates. She travels frequently for work and always

books fun side trips in the cities. She has many different friends
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and connections all over the country. Sophie is very active on social media and has a lot of followers

who pay attention to what she buys and wears. When she posts pictures in outfits, her followers take

note of it because she’s so on trend. She likes casual clothes that can be mix and matched in fun ways.

2.) Laura is a 35 year old mother of three who lives in Queens,

New York. Her husband works in finance, and she focuses on

raising their kids at home. Each week she plans out her family’s

meals and the logistics of getting her kids around for school and

clubs. She does a lot of running around the city. Laura buys

durable clothes to help keep up with her young kids. She likes to

buy clothes she can dress up or down. Social media is how she

keeps up to date with her friends from college and she loves posting on various platforms about her

kids. She is a heavy Pinterest user and has many different boards for DIY projects, interior design, arts

and crafts, food recipes, travel, and fashion. She is into “micro fashion” where parents dress up toddlers

to match their outfits and in other very stylish, very small clothes.

3.) Maggie is a very successful 47 year old lawyer

who focuses on her career. She is partner at her

firm and owns a gorgeous condo in Chicago. Maggie

gets her groceries delivered when she’s not going to

nice dinners with friends from work. She doesn’t

want to waste her money on things she doesn’t

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need or clothes she won’t wear. She prefers buying quality over quantity. She owns valuable yet

simplistic works of modern art. Her design aesthetic is minimalist. She watches the news every morning

before work with black coffee and every evening with red wine. She is uses social media to keep up to

date with her family across the country and to keep track of different blogs and platforms that focus on

business, fashion, and fine art.

Media Strategy
Our marketing/advertising strategy is to appeal to these different types of hardworking women

who need stylish, comfortable, durable jeans. We will select media that has a high reach within our

target audience with content that will intrigue the audience in their day to day lives.

Media Recommended
Our target market are heavy internet users who are over 40% likely to use many different travel

sites (like Orbitz and Travelocity), music streaming sites (Pandora), and online shopping sites

(Overstock). There should be an emphasis on advertising for these targeted sites.

Magazine advertising should be concentrated in contemporary fashion publications. Our target

readership are 78% more likely to read Allure, 65% for Elle, 52% for Glamour, and 62% Marie Claire.

Advertising in groups of magazines like this would have high impressions as these magazines are also

passed around and available in different waiting rooms.

Social media is an ever growing platform that has established a network that has allowed the

public to keep their finger on the pulse of fashion and made peer review instantly accessible. The people
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we look up to are no longer confined to celebrities. Instead, when it comes to brand purchasing, we look

up to our peers and influencers on social media whom we can relate to and keep up with. Our loyal

customers know and love our jeans but, for those who aren’t familiar, we will connect with them

through a range of influencers on social media who can redirect attention to our own updated social

media page or our website.

Tentpole Events

Event 1: 2018 New York Fall Fashion Week “Mavi Influencers Runway Show” Pop-up

Event

This tent pole event targets women ages 18-39 within our market and aims to widen the

awareness and buzz around the fashion community in New York City. New York City has a high BDI of

130 and a high CDI of 147. Fall fashion week in New York city is an event that is know internationally.

Designers, A-listers, the ultra rich and many fashion moguls from all over the world flock to the city

every September for the various fashion shows, and even more importantly, the after parties. Fashion
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week provides Mavi jeans the opportunity to increase brand awareness with important people within

the industry.

The premise of the tent pole event would entail a Mavi jeans fashion show that showcases the

current as well as the upcoming Spring and Summer collections, however, instead of using models we

would use social media influencers to wear the clothes and walk the runway. Influencers are individuals

with large social media followings. The influencers in the show would post about the event on social

media before, during and after the event. In addition to this other influencers, celebrities and fashion

types who have a following that falls within our market. The influencers invited to be in the show will be

a diverse cast of models of all races and body types. After the show there would be an after party that

would serve as a popup event. At the popup event guests would be able to socialize with the

influencers, try on and purchase Mavi jeans and post pictures with the hashtag #MaviInfluences. The

pro of this event that Mavi would receive a great deal of unique social media attention due to the fact

no fashion show has ever used only influencers as models. Our market are heavy social media

consumers and most of them follow would be classified as “influencers”. Fashion publications,

journalists and other influencers would also be invited to the event to write and post about the

uniqueness of the show. The con of this is the cost, for example, Mavi would have to rent a venue which

can cost anywhere from $30,000- $100,000 depending on the size of the venue. Hair and makeup can

cost several tens of thousands of dollars as well. In addition to the venue, hair, and makeup many of the

influencers charge a fee for appearances which could cost Mavi anywhere from $50,000-$150,000.

Overall this tent pole event is an opportunity to host a unique event that will increase Mavi’s awareness

and positive brand association within our market.

Some Key Performance Indicators from this event would be the number of people in

attendance, the amount of likes and shares the influencer’s own posts would generate, and the amount

of times guests used the #MaviInfluences hashtag.

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Event 2: #PatchYourMavi Brooklyn Store Event

This event would be a tent pole event would take place in New York City and target women ages

18-30. The event would be an interactive experience for the customer inside the Mavi Jeans retail store

in Brooklyn, New York. Mavi would have another event during fashion week 2018 where the public

would get to come into the store and customize jeans that they bring in or make a custom pair of new

Mavi jeans with popular DIY (do it yourself) bloggers. Mavi would fly out 5 different popular DIY bloggers

from Pinterest and Instagram to get to meet and work one-on-one with Mavi jeans fans. The purpose of

this event is to create social media buzz.

Patchwork or sewing patches onto jeans is a very current and popular trend within fashion. In

addition to patchwork, ripped jeans are a trend that has come back into current fashion. Mavi’s tent

pole event will allow customers to come into the Mavi retail store and professionally patch or rip their

own jeans or a new pair of Mavi jeans with various famous DIY bloggers. In order to draw in as many

people as possible, the public will be allowed to bring any type/brand of jeans to the event to make

trendy. The patches given out will be made of actual Mavi premium denim so that the consumer can see

the durability and quality of the denim. Some of the patches and accessories that will be available will

have various fashionable and visually appealing Mavi logos on them as well. A variety of temporary and

removable patches will also be available to use for people who don’t want to permanently change their

jeans.

The DIY bloggers would be instructed to post about the event to their various social media’s in

the weeks leading up to the event. The hashtag #PatchYourMavi or #RipYourMavi would be used for the

event and the bloggers and customers will be encouraged to post their custom jeans on social media

with the hashtag. Mavi sales data indicated that women who bought designer jeans in the past 12

months are 33% more likely than average to visit blogs, and those who’ve spent over 100$ are 65%

more likely. The pro of this event is that it would create brand awareness within a niche target
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demographic. However, the con of the event would be that the event would not take place in

Manhattan, where most fashion week events take place. The cost of the event would include the cost to

fly out and pay 5 specific DIY bloggers so anywhere from 25-30 thousand dollars, in addition there would

be a small cost of about $10,000 for the patches, glue and hiring of a professional to rip the jeans.

Key Performance Indicators from this event would be the amount of jeans altered there as well

as the amount of posts generated with #PatchYourMavi and #RipYourMavi hashtag. The traffic to Mavi’s

website from the posts from the bloggers could also be measured.

Event 3: #MoveInYourMavi Pop-up Booth at the BlogHer Conference in LA

This tent pole event would be a Pop-up booth at the BlogHer conference in Los Angeles,

California. Los Angeles has a high BDI of 113 and a high CDI of 121. Like the other event this one will

focus on targeting a younger demographic of women within our target ages 18-34. BlogHer is a

conference that is a celebration of women content creators across social media, video, photo, and

internet. The purpose of the popup booth would be to create social media awareness using the content

creators unique followings. Women who bought designer jeans in the past 12 months post blog posts

45% higher than average.

The premise of the event would entail about six to seven Mavi employee’s and a photographer

running a pop up booth where various women at the event would compete for a free pair of Mavi Jeans.

The competition would be called “Move in your Mavi” where the guests at the event would have to put

on a pair of Mavi jeans and do their best dance move or strike their best pose while wearing the jeans.

The photographer would snap a few photos and the best five photos would be chosen by the Mavi

employee’s. The five women in the winning photos would receive a free pair of Mavi jeans. All the

photos taken would be uploaded to Mavi Jeans Facebook page and the top five pictures to Mavi’s

Instagram. The hashtag #MoveInYourMavi would be used on all Mavi postings and the various
 25

competitors will be encouraged to post and use the hashtag. Mavi would also create a Snapchat filter

specific to the conferences geographic location. The filter would read “Pose is your Mavi” and the filter

would be to make the user more attractive through shading and lighting enhancements. In addition to

the filter enhancing the user, upon the user lifting their eyebrows paparazzi cameras would go off

making the filter more fun. The pro of the event is that it will create brand awareness in a way that

makes Mavi seem like a fun and relevant brand. The event will increase Mavi’s awareness specifically

with those who use social media. The cost of the event will be relatively low. The costs would include

hiring the six to seven Mavi employee’s to run the booth, hiring a photographer and paying for the

snapchat filter. One con of the event is that it might be hard to get many women to participate in the

booth as well as post with the hashtag. Another con is that while BlogHer is a large event it is not as

large as a conference like Comic Con or Cannes Lions.

Key Performance Indicators from this event would be the amount of people attending the

event, those participating, and the number of posts generated from the hashtags. The impressions of

the social media posts can also be tracked. Another indicator would be the amount of times the

Snapchat filter would be used.

Media Not Recommended

Our target audience is 32% less likely to be heavy TV users, so there should not be an emphasis

on TV advertising. Even during the popular period of Primetime, they are 15% less likely to be tuned in.

They are also 12% less likely to be newspaper readers, cutting that out of the print budget. Since Mavi is

a visual product, radio ads are not recommended.

 26

Scheduling Strategy

Magazines

Our target market is likely to be reading magazines year round, so we recommend using a

pulsing strategy. The heavier advertising months will be from February to April and August to October

and it is also when our competitors advertise the most. We can alternate advertising in different

magazines, every three months, to make sure we get a wider target range.

Internet

We recommend using a continuity strategy to maintain a consistent flood of advertisements for

internet advertising because internet usage is constant year round. Online audiences are using the

internet daily for either working, shopping, or spending leisure time. So, having some advertising all the

time would be the best strategy.

Social Media

Advertising on social media can also be done using the continuity strategy. We can advertise

throughout the year since social media is used every day. Focusing more on sponsored posts in

Instagram, Snapchat ads in between articles, sponsored Facebook posts, sponsored Twitter posts, and

native advertising in Pinterest posts would be ideal because they are more visually based media.

Outdoor

Outdoor advertising will be done using the flighting strategy so that during the months of

February to April and August to October, the audience will be reminded to buy jeans for the season.

Sponsorship/Events

The majority of our events are during or right before the fall season so that the target

consumers will be able to see and try on Mavi jeans at the events. These events are perfect reminders to

the target consumers as the fall months are ideal for purchasing jeans.
 27

Evaluation

Flowchart
 28

Budget Summary

Size of Budget

$12,500,000

Campaign Period

01/01/2018- 01/01/2019

National Budget

Women’s Magazines $6,083,000 (48%)

Digital $4,584,000 (42%)

Targeted Websites $480,000

Social Media $2,304,000

Mobile $1,800,000

Regional Budget

Outdoor $1,600,000 (7.75%)

Tentpole Event/Sponsorship $150,00,00 (1.875%)

Brooklyn Popup $40,000

Blogher Conference $10,000

Fall Fashion Week $100,000

Seasonality

1st Quarter (April - June) $3,193,000 (25.75%)

2nd Quarter (July - Sept) $3,010,000 (24.08%)

3rd Quarter (Oct - Dec) $3,539,000 (28.54%)

4th Quarter (Jan - March) $2,676,000 (21.58%)

Contingency $83,000
 29

Outcome Summary
Through using a combination of unique media, strategic scheduling and research based

targeting this media plan will ensure Mavi will reach its media goals for 2018. In the coming year, the

brand will have greatly grown its social media presence and will have connected with a younger subset

within its target. In addition to this, Mavi will have gained much more brand recognition in major fashion

hubs within its largest markets like New York City and Los Angeles. This media plan will position Mavi

within the denim market as a premium, fun, and relevant brand that is several grades above the average

pair of jeans.
 30

Appendix

BDI/CDI Charts

US City % of US Pop. BDI CDI

Anchorage, AK 0.17% 133 163

Washington, DC (Hagerstown, MD) 2.81% 134 161

Juneau, AK 0.03% 134 154

Fairbanks, AK 0.04% 130 148

San Francisco-Oakland-San Jose, CA 2.79% 130 148

New York, NY 3.75% 130 148

Boston (Manchester), MA-NH 1.75% 126 141

Baltimore, MD 0.63% 125 138

Lima, OH 0.25% 118 137

Hartford & New Haven, CT 0.92% 125 135

Honolulu, HI 0.53% 122 135

Salt Lake City, UT 1.06% 118 134

Chicago, IL 1.12% 119 132

Seattle-Tacoma, WA 1.90% 118 129

Providence-New Bedford, RI-MA 0.12% 120 129

San Diego, CA 1.20% 117 128

Austin, TX 0.75% 116 125

Philadelphia, PA 1.02% 117 125

Victoria, TX 0.03% 113 124

Santa Barbara-Santa Maria-San Luis Obispo, CA 0.27% 116 124

Denver, CO 1.74% 114 123

Milwaukee, WI 0.48% 114 123

 31

Houston, TX 2.40% 113 123

Monterey-Salinas, CA 0.28% 116 123

Dallas-Ft. Worth, TX 2.67% 112 122

Los Angeles, CA 6.64% 113 121

Casper-Riverton, WY 0.06% 108 117

Lafayette, IN 0.04% 105 117

Cedar Rapids-Waterloo-Iowa City & Dubuque, IA 0.10% 108 115

Odessa-Midland, TX 0.16% 107 112

Harrisburg-Lancaster-Lebanon-York, PA 0.59% 105 112

Cheyenne-Scottsbluff, WY-NE 0.05% 107 112

San Antonio, TX 0.95% 105 110

Charlottesville, VA 0.14% 109 110

Minneapolis-St. Paul, MN 1.34% 105 109

Peoria-Bloomington, IL 0.14% 106 109

Rochester-Mason City-Austin, MN-IA 0.11% 104 109

Rochester, NY 0.22% 104 108

Portland, OR 1.21% 107 108

Detroit, MI 0.47% 106 108

Colorado Springs-Pueblo, CO 0.35% 103 108

Syracuse, NY 0.18% 105 108

Rockford, IL 0.15% 101 107

Sacramento-Stockton-Modesto, CA 1.51% 105 107

Springfield-Holyoke, MA 0.17% 109 107

Mankato, MN 0.07% 104 105

Madison, WI 0.29% 101 105

 32

St. Joseph, MO 0.20% 100 104

Albany-Schenectady-Troy, NY 0.55% 105 103

Helena, MT 0.05% 104 102

Phoenix (Prescott), AZ 1.92% 100 101

Toledo, OH 0.18% 97 100
Reno, NV 0.28% 102 100
Las Vegas, NV 0.77% 98 99
Yakima-Pasco-Richland-Kennewick, WA 0.25% 101 99

Oklahoma City, OK 0.69% 99 98

Des Moines-Ames, IA 0.23% 99 98

Tucson (Sierra Vista), AZ 0.44% 99 98

Bakersfield, CA 0.27% 99 98

Cincinnati, OH 0.21% 97 97

Indianapolis, IN 0.35% 96 97

Green Bay-Appleton, WI 0.17% 96 97

Dayton, OH 0.67% 96 97

Fargo-Valley City, ND 1.15% 102 96

Norfolk-Portsmouth-Newport News, VA 0.51% 96 96

Buffalo, NY 0.43% 98 96
Champaign & Springfield-Decatur, IL 0.61% 98 95

Amarillo, TX 0.20% 96 95

Corpus Christi, TX 0.22% 98 95

Minot-Bismarck-Dickinson (Williston), ND 0.81% 100 94

Boise, ID 0.27% 98 94

Cleveland-Akron (Canton), OH 0.13% 94 93

Burlington-Plattsburgh, VT-NY 0.96% 98 93

Omaha, NE 0.44% 97 93
North Platte, NE 0.05% 99 92

Idaho Falls-Pocatello (Jackson), ID-WY 0.13% 98 92

 33

Atlanta, GA 0.53% 94 92

Watertown, NY 0.09% 91 90

Utica, NY 0.08% 97 90

Louisville, KY 0.30% 94 90

Mobile-Pensacola (Ft. Walton Beach), AL-FL 0.21% 91 90

Zanesville, OH 0.00% 98 89

St. Louis, MO 1.00% 92 89

Topeka, KS 0.56% 95 89

Waco-Temple-Bryan, TX 0.37% 94 89

Kansas City, MO-KS 1.99% 94 89

Lansing, MI 0.06% 94 89

Richmond-Petersburg, VA 0.53% 96 89

Tulsa, OK 0.56% 89 87

Miami-Ft. Lauderdale, FL 0.56% 94 86

Terre Haute, IN 0.15% 91 86

Columbus, OH 0.28% 90 86

Twin Falls, ID 0.07% 95 85

El Paso (Las Cruces), TX-NM 0.37% 91 85

Lubbock, TX 0.17% 91 85

Ft. Wayne, IN 0.29% 90 85

Sioux City, IA 0.25% 92 85

Columbia-Jefferson City, MO 0.83% 88 84

Grand Rapids-Kalamazoo-Battle Creek, MI 0.19% 89 84

Baton Rouge, LA 0.29% 90 83

Butte-Bozeman, MT 0.22% 90 83

Charlotte, NC 0.56% 87 83

Laredo, TX 0.09% 93 82

Davenport-Rock Island-Moline, IA-IL 0.16% 92 82

Lake Charles, LA 0.16% 90 81

 34

Wichita Falls & Lawton, TX-OK 0.16% 89 81

Ft. Smith-Fayettville-Springdale-Rodgers, AR 0.30% 88 81

Grand Junction-Montrose, CO 0.07% 91 81

Lincoln & Hastings-Kearny, NE 0.85% 91 81

Raleigh-Durham (Fayetteville), NC 0.59% 88 81

West Palm Beach-Ft. Pierce, FL 0.24% 89 81

Wichita-Hutchinson Plus, KS 1.63% 89 80

Birmingham (Anniston and Tuscaloosa), AL 0.49% 86 80

Sioux Falls (Mitchell), SD 0.75% 90 80

Jacksonville, FL 0.31% 87 79

Salisbury, MD 0.23% 92 79

Wilkes Barre-Scranton-Hazleton, PA 0.33% 89 79

Rapid City, SD 0.10% 89 78

Huntsville-Decatur (Florence), AL 0.19% 85 78

San Angelo, TX 0.06% 89 77

Portland-Auburn, ME 0.21% 88 77

La Crosse-Eau Claire, WI 0.18% 87 76

Pittsburgh, PA 1.92% 88 76
Albuquerque-Santa Fe, NM 0.70% 88 76

Fresno-Visalia, CA 0.69% 88 76

Nashville, TN 0.25% 83 76

Evansville, IN 0.29% 86 76

Beaumont-Port Arthur, TX 0.17% 87 76

Tampa-St.Petersburg (Sarasota), FL 0.83% 84 75

Jonesboro, AR 0.08% 85 75
New Orleans, LA 0.28% 85 75

Abilene-Sweetwater, TX 0.12% 84 75
Lafayette, LA 0.36% 86 74
 35

Chattanooga, TN 0.12% 82 73

Biloxi-Gulfport, MS 0.01% 84 72

Lexington, KY 0.51% 78 71

Spokane, WA 0.42% 85 71

Billings, MT 0.31% 86 71

Sherman-Ada, TX-OK 0.12% 80 71

Bend, OR 0.06% 86 71

Binghamton, NY 0.18% 85 70

Little Rock-Pine Bluff, AR 0.43% 82 70

Montgomery-Selma, AL 0.21% 79 70

South Bend-Elkhart, IN 0.07% 82 69

Eugene, OR 0.24% 80 69

Columbus, GA (Opelika, AL) 0.18% 78 69

Palm Springs, CA 0.17% 83 68

Memphis, TN 0.32% 79 68

Gainesville, FL 0.11% 79 68

Erie, PA 0.22% 81 68

Elmira (Corning), NY 0.11% 82 67

Orlando-Daytona Beach-Melbourne, FL 0.63% 80 67

Wausau-Rhinelander, WI 0.08% 79 66

Tallahassee-Thomasville, FL-GA 0.28% 79 66

Tyler-Longview (Lufkin & Nacogdoches), TX 0.28% 82 66

Flint-Saginaw-Bay City, MI 0.20% 79 66

Greensboro-High Point-Winston Salem, NC 0.28% 76 65

Columbia, SC 0.22% 77 65
 36

Harlingen-Weslaco-Brownsville-McAllen, TX 0.44% 82 65

Paducah-Cape Girardeau-Harrisburg, KY-MO-IL 0.56% 76 64

Joplin-Pittsburg, MO-KS 0.45% 77 64

Shreveport, LA 0.32% 75 64

Harrisonburg, VA 0.16% 81 64

Parkersburg, WV 0.12% 78 63

Roanoke-Lynchburg, VA 1.03% 78 63

Alexandria, LA 0.09% 80 63

Missoula, MT 0.11% 77 62

Ft. Myers-Naples, FL 0.14% 75 62

Savannah, GA 0.17% 79 62

Greenville-New Bern-Washington, NC 0.20% 75 62

Albany, GA 0.25% 76 62

Youngstown, OH 0.04% 79 62

Wilmington, NC 0.06% 77 61

Eureka, CA 0.06% 80 61

Yuma-El Centro, AZ-CA 0.13% 81 61

Quincy-Hannibal-Keokuk, IL-MO-IA 0.33% 76 61

Dothan, AL 0.03% 74 61

Jackson, MS 0.17% 74 61

Charleston, SC 0.10% 73 60
Greenville-Spartanburg-Asheville-Anderson, SC-NC 0.42% 74 60

Bowling Green, KY 0.03% 70 60

Augusta-Aiken, GA-SC 0.23% 73 58

Jackson, TN 0.05% 73 57

Johnstown-Altoona-State College, PA 0.81% 77 57

 37

Chico-Redding, CA 0.19% 76 57
Great Falls, MT 0.44% 76 57

Knoxville, TN 0.23% 69 57

Springfield, MO 1.19% 70 56

Columbus-Tupelo-West Point-Houston, MS 0.17% 70 56

Monroe-El Dorado, LA-AR 0.20% 71 55

Charleston-Huntington, WV 1.56% 70 53

Meridian, MS 0.06% 68 52
Macon, GA 0.11% 68 52
Greenwood-Greenville, MS 0.24% 69 52

Marquette, MI 0.10% 71 52

Traverse City-Cadillac, MI 0.27% 71 51

Panama City, FL 0.16% 69 51

Bangor, ME 0.18% 67 51

Glendive, MT 0.01% 62 50

Wheeling-Steubenville, WV-OH 0.12% 72 50

Myrtle Beach-Florence, SC 0.21% 67 49

Hattiesburg-Laurel, MS 0.05% 67 48
Clarksburg-Weston, WV 0.25% 65 47

Duluth-Superior, MN-WI 0.12% 68 47

Ottumwa-Kirksville, IA-MO 0.06% 63 46

Medford-Klamath Falls, OR 0.17% 65 45

Presque Isle, ME 0.03% 60 44

Bluefield-Beckley-Oak Hill, WV 1.23% 60 42
Tri-Cities, TN-VA 0.32% 60 42

Alpena, MI 0.01% 64 40

 38

References
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“About AG.” About AG Jeans Official Online Store, www.agjeans.com/our-story.html.

“ÇALIK DENIM.” CALIK DENIM, www.calikdenim.com/tr/kurumsal/misyon-ve-vizyon.php.

“COMPANY BIOGRAPHY.” 7 For All Mankind Official Store, www.7forallmankind.com/about

GfK MRI – Consumer product usage, demographics, attitude and lifestyle data

“J Brand.” Premium Denim Jeans and Ready to Wear, www.jbrandjeans.com/company-bio.

Kantar Media Research – Competitive expenditure data for the jeans category

“Mavi at 25: The Turkish Brand Continues to 'Move' Forward.” Carved in Blue, 22 May 2017,

www.carvedinblue.lenzing-fibers.com/mavi-25-turkish-brand-continues-move-forward/.

“Our Story.” Levi Strauss, www.levistrauss.com/our-story/.

Tran, Khanh. “Mavi Jeans Chronicles Denim Culture in Book With Magnum Photographers.” WWD, WWD, 22

Dec. 2016, wwd.com/eye/lifestyle/mavi-jeans-magnum-photographers-denim-culture-book-10730867/.