Nov 08 2010
spring 2010 Calvin Klein’s underwear campaign
After reading Jlam’s blog about whether the spring 2010 Calvin Klein’s underwear campaign is effective or not. I believe it is effective especially to the male consumers. Many male consumers quest for attractiveness and sexual appeal towards the opposite sex. Calvin Klein is able to understand male consumer’s need to be self confident at all times. Although the advertisement controversial to many people, I believe that advertisement can indeed attract many male consumers to buy their underwear products.
However, marketers also need to consider which stage of the product is in. I believe the underwear product is under the growth product life cycle because it has attracted many consumers to buy their products and therefore the sales volume is rising. Also most of the consumers will buy the new product underwear when it first comes out to stores. Also profits are rapidly rising.
Although, it seems like Calvin Klein effective marketing campaign online is effective, it does face competition. If Calvin Klein rise it’s price, customers will be sensitive to small price changes, and the product will be highly elastic. If, for instance it does raise it prices, many consumers can switch to other brand