Lee Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Lee through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Lee Product Strategy:
LEE introduced the Union-All jumpsuit in 1913. The product was for the farmers, mechanics and railroad workers and was accepted with full heart. It was so successful that LEE opened several manufacturing plants within next four years. Throughout 1920s, LEE introduced new fabrics and designs. The company introduced pants for seamen, loggers and working and rodeo cowboys. The cowboy pants manufactured were of 13-ounce denim which was on the heavy weight side. This 13-ounce denim is now known as “Jeans”. LEE started with zip front overalls and started providing tailored fitted denims. By 1944, LEE rebranded its cowboy garments as ‘LEE Rider’. They launched Lady LEE Riders in 1949 and promoted them as the ‘best fitting jeans‘ for women. Throughout 30s and 40s, the company continued to manufacture new designs which were accepted by people making LEE number 1 manufacturer of work clothes. The only reason for LEE to be successful is its product quality and ability to understand the need of customer and providing outfits as per their needs. In 1969, LEE merged with VF Corporations and started moving from just a mere worker’s manufacturing wears to style and fashion. Today LEE is all about style, fitting, choices and quality. Following is the entire product portfolio in its marketing mix offered by LEE: Jeans, pants, capris, shorts, shirts, jackets, skirts, dresses, accessories etc. The portfolio is accessible to men, women and kids as well.
Image: Wikimedia
This concludes the product strategy in Lee marketing mix & strategy.
Lee Price/Pricing Strategy:
Below is the pricing strategy in Lee marketing mix strategy:
LEE caters the need of the upper middle class segment of the society who wants to wear stylish and fashionable apparels with comparatively less prices. The basic idea is to provide a quality product with affordable prices.
As already there are players like Wrangler, Levi’s in the market providing almost same product, LEE has to adopt a competitive pricing strategy in its marketing mix. Price is one of the most important factors to decide a business’s success or failure. Starting up a business with already entrants in that field requires a thorough study of competitor’s prices. Competitive pricing strategy helped LEE to create a market share even though it had a tough competition from other players.
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Lee Place & Distribution Strategy:
Following is the distribution strategy in the Lee marketing mix:
By 1995, Lee began to shift its production to China. This resulted in substantial growth in Australia, India, Japan, Malaysia, Philippines, Singapore, Taiwan, Thailand and other countries in the Asia-Pacific region. LEE brand products are sold through mid-tier and traditional department stores in the U.S., and online at www.LEE.com. The products outside the U.S. are sold through retail stores. LEE products are sold through mass merchant, department and specialty stores in Canada and Mexico and South America. The products are marketed through distributors, agents, licensees and single brand or multi-brand partnership stores. LEE is subsidiary of VF Corporations and own several manufacturing plants, vendor managed inventories and retails spaces. The stocks produced are then shipped to the respective selling points. The brand is spread all across 51 countries across the globe with retail stores and stand-alone showrooms in Asia, Latin America and Europe being the major markets.
LEE has made its presence in e-commerce as well with country specific sites in Europe and Asia making it customized for local customers.
Lee Promotion & Advertising Strategy:
The promotional and advertising strategy in the Lee marketing mix is as follows:
Since the beginning of the brand LEE, it has believed in promoting the brand. In 1920, the Buddy LEE doll, 12.5-inch-tall mascot was introduced to promote LEE overalls. It was a promotional toy but by the end of 1962 it became the second biggest selling toy of its time in the United States. At the time of LEE moving from work clothes to fashion and styling, the company started celebrity endorsements like Marilyn Monroe and Bing Crosby to promote LEE at global level. Many television advertisements, print media and magazines also were used for the promotion. In 1996, LEE came up with the LEE National Denim Day. More than a promotional strategy, it was a social cause. The main philosophy of “One day, One cause, One cure” was adopted to raise fund for breast cancer. This initiative was highly appreciated by the people and made them LEE relates to social cause as well. Recently, Lee has started a new campaign of “ Move Your LEE”. The campaign includes promotion on National television, in-store experience and a newly refreshed website with animated fit guides promoting the new designs. The company also has it digital presence in terms of official YouTube channel, official Facebook page and twitter and InstaGram handles. Apart from this, the company also provides different offers and discounts to promote its brand among the masses and increase on sales. Hence this completes the LEE marketing mix.
About Lee:
LEE, an American brand of denim jeans, was established by Henry David LEE in 1912. Initially, Henry started LEE Mercantile Company, a wholesale grocery distributor in Salina, Kansas in 1889.
With the need to handle larger shipments of goods with the exponentially increasing population, large number of workers, Henry LEE was unhappy with the inconsistent delivery and poor quality of work wear from suppliers. Henry LEE decided to start sewing its own overall factory wears.
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